The Surgeon's Playbook
Honest writing on building a brand as a specialist.
What actually works when a surgeon decides to become the recognised voice in their niche. No hype, no vanity metrics. Written by the team behind the accounts, for the doctors thinking about it.
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Should a surgeon be on Instagram? An honest cost-benefit.
Most surgeons are asking the wrong question. The real maths, from the team that took an endometriosis surgeon from zero to 56,000 followers and a steady stream of surgery-intent enquiries.
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All views are not equal. Why we don't chase the perfect video.
Every creator is told to make each video a masterpiece. For a surgeon, that is the wrong game. The strategy we use instead, and why it books more of the right patients.
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Imagine 500 people walking into your clinic. Every day.
A modest video does a few hundred views a day. Picture those as people, and the maths of posting consistently stops being abstract and starts being almost hard to believe.
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Content is the cheapest way to grow a surgical practice.
How practices were always built, what Instagram changed, and the one thing a content team can never do for you.
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Why your online niche should be narrower than your practice.
Counter-intuitively, the way to more of the right patients is to talk about less. The internet rewards the specific, and punishes the all-rounder.
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Your next patient is in a city you have never practised in.
For most specialists the hardest problem is not skill. It is that the patients who need them cannot find them. Content closes that gap, across cities and borders.
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Why Instagram and YouTube are not the same app.
They reward completely different things, and once you see why, your content strategy stops being a guess and starts writing itself.
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YouTube is your patients' textbook. Instagram is your patients' community.
The two platforms don't just grow differently. They do completely different jobs for a practice, and one of them is barely marketing at all.
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Instagram is the new SEO for a surgeon.
Every clinic has a fixed budget of organic attention. Where it actually pays off now, and why short-form video has quietly overtaken the website.
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What the best surgeon accounts do differently.
From a team that runs seven of them. The gap is not talent or budget. It is six unglamorous choices most doctors never make.
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How much time does a content brand really take a surgeon?
The honest answer is smaller than you fear, about twelve focused hours every two months, and the real cost is not the one you are worried about.
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Honest, specific writing for surgeons building a presence. No spam, just the new pieces as we publish them.