Tier 2 knee surgeon becomes the region's go-to name for knee replacement
5,000+knee replacements behind the positioning
The problem. An orthopaedic surgeon in a tier 2 city practised inside his family's multispecialty hospital, which the town knew as the place for everything, so nobody saw him as the knee specialist. He was about to bring in a robotic surgery system nobody knew was coming, and online his joint unit did not show up when people searched for knee replacement in his city.
What we did. We built his positioning around one outcome, helping people walk without knee pain again, and gave his unit its own identity: a dedicated joint centre with its own name, website and Instagram at the same hospital address. We set up a separate Google Business Profile for the joint centre with weekly educational posts, and built separate knee and hip replacement landing pages in Hindi, each with its own tracking and lead forms flowing into the CRM. We ran a "coming soon" content build-up before the robot launched and made short Hindi educational videos that did not need the doctor on camera.
The result. Within months, the joint centre started showing up on the map for the exact problem it solves. When someone in that region thinks about knee replacement now, they think of him.
From Known Doctors Get Booked, Chapters 1 and 2
Generalist dermatologist becomes known for one thing: hairline restoration
1,000+transplants behind the positioning
The problem. A dermatologist doing a bit of everything (hair, skin, lasers, peels) marketed himself as a "skin and hair clinic", like many other doctors. He was doing great transplant work, but nobody outside his existing patients knew it.
What we did. Transplants were his highest revenue service and demand in his city was growing, so we picked one outcome for him to own: helping men get a natural, or near-natural, hairline back. We mapped his patient in detail and pulled out his proof, including more than 1000 transplants and his own take on FUE, which we named and branded after him. We built his messaging around the moments that make men act now, and repositioned the clinic around hairline restoration across his profile, content and ads.
The result. A clinic known for one thing, with patients who already knew what they wanted when they called.
From Known Doctors Get Booked, Chapter 1
Two urologists with no online presence now get patients from videos
The problem. Two urologists with excellent clinical reputations had no Instagram, no YouTube and no online presence at all. Nearly every patient came from referrals or walk-ins, and because they treated the full range of urology problems, nobody remembered them for any one of them.
What we did. Their numbers showed kidney stones stood out, so they chose to own getting people out of stone pain fast and making sure the stones don't come back. We built both doctors' Instagram and YouTube from scratch with the doctors on camera, mostly in the local language mixed with English. The content led with kidney stones (myths, warning signs, prevention and what actually happens during treatment), with every script educating while also evoking emotion or entertaining.
The result. The practice started hearing a new sentence at the front desk: "I've been watching your videos."
From Known Doctors Get Booked, Chapters 1 and 2
