The Marketing Surgeon

The Marketing Surgeon

01  ·  work

Selected work.

No logo wall and no invented numbers. Where the work is public you can open it and check us. Where it is a sheet that lives in a referring practice’s drawer, we describe it and leave the name out until somebody has agreed to be a reference.

02  ·  case studies

Three recent projects

Each one is set out the same way: what was there before, what we made, and what changed.

01

MVM Heart, Vein and Vascular CentersCardiology and vascular practice, South Florida

mvmcardio.com

The starting point

A two-location heart, vein and vascular practice with five pages of website and a great deal more than five pages of medicine. Patients arrive searching a condition. Referring physicians arrive wanting to know what is treated and how quickly somebody is seen. Neither had anywhere to land.

What we wrote

The practice grew to twenty-nine pages and we wrote the words on them. A condition library in the language a patient would use rather than the language a cardiologist would use, covering peripheral artery disease, critical limb ischemia, carotid disease, aortic aneurysm, varicose veins, deep vein thrombosis, vascular ulcers, coronary artery disease, heart failure, hypertension and atrial fibrillation. Clinician pages, two location pages, an insurance page that answers the question the front desk is asked twenty times a day, and a route written for referring physicians rather than for patients, because those two people need opposite things.

In Spanish, properly

A Spanish site rather than a translate button, because a patient deciding whether to have a leg revascularised should not be reading a machine’s best guess.

Who built it

We planned the pages, wrote them and art-directed the design. The group’s engineering arm built, structured and instrumented the site, which is the arrangement we recommend for any practice site that touches booking or intake.

Scope

5 pages to 29

Audiences

Patients and referrers, separately

Languages

English and Spanish

02

Referral one-pager for an interventional cardiologistSingle sheet, print and PDF

The problem

A referring physician gives a one-pager about twenty seconds, usually standing up, usually between patients. Most of them spend those twenty seconds on a mission statement and a photograph of a building.

What we made

One sheet: what he treats, which patients to send, what happens after the referral is made, and how to reach the office without going through a switchboard. Written to be read in the twenty seconds it gets, set and printed properly, and supplied as a PDF the practice can email the same afternoon.

Why there is no name

We have not asked him to act as a reference, so we have not used his name here. The work is described exactly as it was delivered.

Format

One sheet, both sides

Supplied as

Print and email PDF

Written for

Referring physicians

03

LinkedIn managementPractice and clinician accounts

The starting point

One post written once and pushed to every network at the same time. It is the arrangement almost every practice ends up with, and it produces a LinkedIn feed full of posts that were plainly written for somewhere else. The people worth reaching on LinkedIn, referring physicians and peers, scroll straight past it.

What we did

We took the account over and wrote for the platform instead of syndicating to it. Captions written for LinkedIn specifically, aimed at the audience that is actually there, in a rhythm the practice could hold. The same underlying work, said differently, to different people.

The result

Engagement went up once the posts stopped reading like cross-posts. That is the honest version of the result, and it is the one we will give you about your own account: we report what the posts did, not a screenshot of the best week.

Was

Cross-posted everywhere

Now

Written for one audience

Cadence

A rhythm the team can hold

03  ·  the fine print

How we present our work

01

No borrowed logos

A client’s mark appears here when they have agreed to it in writing, and not before. A wall of logos belonging to practices that never signed anything is the oldest trick in this industry.

02

No invented percentages

If we had a number worth quoting we would quote it, with what it was measured against and over how long. Until then you get the change we made and what it did, in plain words.

03

No work we did not do

Where the group’s engineering arm built something, we say so. We write, plan and art-direct. We do not take the credit for the build.

04  ·  next

Ask what yours would look like.

Bring the sheet you hand a referring practice today, or the page you send patients to. Twenty minutes is usually enough to tell you whether it is doing anything.

Book a consult

05  ·  contact

Book a consult

Tell us what you are trying to say, and who to. If a one-pager settles it, we will say that rather than sell you six things.

We use what you send here only to answer you. Nothing is shared with a third party. Please do not send patient information through this form.

Enquiries

hello@themarketingsurgeon.com
+1 484 239 3659
+971 50 824 0070

United States

Spring City, PA 19475
United States

Group office

Meydan Free Zone
Dubai, United Arab Emirates

First reply

One working day, from a person who has read it.