I started out making content for doctors, and I kept watching good content fail. The videos performed, but the doctor behind them was invisible everywhere else a patient looked. There was no website worth trusting, nothing on Google, directory listings years out of date, and no proof of authority anywhere.
The content was doing its job and the rest of the brand was losing the patient.
So I rebuilt everything around the full picture. Now we work on search, authority, distribution and conversion, all at once. Every part of the system I teach, I've run on my own brand first, in public.
What I believe
- Patients search before they book, every time.
- Content is one lever of four. Pull it alone and it stalls.
- If you can't see it in your bookings, it isn't working yet.