Plastic surgeon moves to a premium niche and leaves budget competition
The problem. A plastic surgeon was priced in the middle of his market: a little more expensive than the budget clinics, a little cheaper than the premium ones, and remembered by nobody.
What we did. We moved him to a premium niche with one clear speciality, priced at the top of his market. We rebuilt his offer around the premium promise: longer consultations, one coordinator from start to finish and a structured aftercare programme.
The result. He stopped competing with the budget clinics entirely.
From Good Doctors Go Broke, Chapter 4
Cosmetic surgeon's patients start choosing her recommendation on the spot
The problem. A cosmetic surgeon explained every option in great detail and then asked patients which one they wanted. Most left confused, saying they needed time.
What we did. We helped her build three clear options for each procedure. She practised one sentence: what she would recommend for this patient, and why.
The result. Patients stopped feeling lost, and most of them chose her recommendation on the spot.
From Good Doctors Go Broke, Chapter 7
Cosmetic surgery practice wins price shoppers by helping them compare properly
The problem. A cosmetic surgery practice kept losing patients to a cheaper clinic nearby, and the team's instinct was to criticise the competitor.
What we did. We stopped the criticism completely. We gave the team a simple way to help patients compare on the surgeon, what was included, the aftercare and the results.
The result. Patients who compared properly started choosing the practice, and the ones who left for price left without bad feeling.
From Good Doctors Go Broke, Chapter 8
Cosmetic surgery practice ends discounting and raises its average plan value
The problem. A cosmetic surgery practice's coordinator kept offering small discounts to close patients, and margins were quietly shrinking.
What we did. We retrained her to negotiate the plan instead of the price. She now offers the right option, a payment schedule or a better date.
The result. Discounts stopped, patients stayed just as happy, and the practice's average plan value went up.
From Good Doctors Go Broke, Chapter 9
Google ads rebuilt around how patients actually search
The problem. A clinic focused on one surgery was paying for broad searches that brought clicks from people who were never going to book.
What we did. We rebuilt the keyword plan around buyer intent: the exact phrases patients use when they're ready to choose a surgeon, matched to pages that answer that search, with the search terms reviewed every week.
From our current client work
