Meta video ads · Spoken by Dr. Jeff Yoo to camera

Five ad scripts for The Physician Media Masterclass

One angle per ad, each with three hooks to test, and every one sends a doctor to the same free live training.

  • Audience Physicians, dentists and surgeons
  • Awareness Problem aware, they know they should be visible
  • Sophistication Stage 3, so each ad leads with the mechanism
01

The second-job problem

For: Busy attendings who think content means a second job

Time

Three hooks, test all three

Hook A

If you're a doctor and someone's told you to start posting, they've basically handed you a second job on top of the one you already have.

Hook B

I'm an ER doctor with over a million followers, and I'd never tell a busy physician to start filming every day.

Hook C

Doctors, you're already working fifty or sixty hours a week, so nobody should be asking you to become a video editor as well.

Body

Everyone who sells social media to doctors says roughly the same thing.

Post every day, learn the editing app, write your own scripts and figure out the algorithm.

That's four new jobs, and you didn't go to medical school for any of them.

So most doctors try it for a couple of weeks, get a few hundred views, feel a bit silly and quietly stop.

I still work shifts in the ER at St. Paul's in Vancouver, so I've had to make this fit around a real schedule.

The way I see it, a doctor's job is to show up, talk about what they already know, and approve what goes out.

Everything else should be built around you, not added to your week.

Next Thursday I'm running a free live training for doctors called The Physician Media Masterclass.

I'll walk you through The Objective-First Map, The Authority Interview Method and The Next-Step Engine, and how they fit together.

Call to action

Tap the button below and save your seat.

It's free, it's live on Zoom, and you can bring your questions.

Killer-ad checklist12 / 12 pass

  • Hook in 3 seconds opens on the second job
  • Specific callout doctors, 50 to 60 hour weeks
  • Credibility ER doctor, 1M+ followers
  • Unique mechanism show up, talk, approve
  • Clear promise the 3 pillars, named
  • Emotion felt a bit silly, quietly stopped
  • Concrete outcome content built around your week
  • Objection handled I don't have time
  • Specificity four jobs, St. Paul's, a few hundred views
  • One CTA save your seat
  • Spoken cadence read aloud, contractions
  • No slop zero em dashes, no hype
02

A million views won't get you patients

For: Doctors who assume going viral is the goal

Reframe

Three hooks, test all three

Hook A

A million views feels exciting, but if you're a doctor, views on their own don't send a single person to your clinic.

Hook B

I get over a million views every 48 hours, and I'd still tell any doctor that views are the wrong thing to chase.

Hook C

If you're a doctor thinking about social media, the first question isn't how to get views, it's where those viewers are supposed to go next.

Body

One of my reels has done 8.7 million views.

I can tell you a big number feels great for about a day.

What it doesn't do on its own is point anyone to your clinic, your book or your practice.

Most doctors who start posting skip the one decision that matters most, which is what the content is actually for.

So they end up feeding an algorithm instead of building something that leads back to them.

The fix is pretty boring... you pick the one action your content has to drive before you film a single video.

Then every video points somewhere, and someone who trusts you has an obvious next step.

I'm breaking this down in a free live training for doctors next Thursday called The Physician Media Masterclass.

We'll start with The Objective-First Map, then The Authority Interview Method, then The Next-Step Engine.

Call to action

Tap below to save your seat.

It's free, and it's live, so you can ask me anything at the end.

Killer-ad checklist12 / 12 pass

  • Hook in 3 seconds contradicts the views myth
  • Specific callout doctors with a clinic, book or practice
  • Credibility 1M+ views every 48 hours, 8.7M reel
  • Unique mechanism objective first, then film
  • Clear promise every video points somewhere
  • Emotion a big number feels great for a day
  • Concrete outcome an obvious next step for viewers
  • Objection handled views won't get me patients
  • Specificity 8.7 million, 48 hours
  • One CTA save your seat
  • Spoken cadence his own phrases, ellipsis pacing
  • No slop no promised results, no em dashes
03

You don't need scripts

For: Doctors who freeze or sound stiff on camera

Mechanism

Three hooks, test all three

Hook A

Doctors, you don't need to learn how to write scripts, you need someone to sit across from you and interview you.

Hook B

If you've ever pointed your phone at yourself, hit record and had no idea what to say, you're not bad on camera, you just need better questions.

Hook C

I've put breast surgeons, neurologists and OBGYNs on camera, and not one of them needed a script to sound like an expert.

Body

You already explain things to patients all day.

You're good at it because someone's sitting in front of you asking a real question.

Put a phone on a tripod and that person disappears, and suddenly you sound stiff.

That's why I don't think scripts are the answer for most doctors, I think a conversation is.

There are 12 questions I use that pull a month of short clips out of one sit-down interview.

You talk, someone asks good follow-ups, and the clips come out of things you'd say to a patient anyway.

Next Thursday I'm walking through it live in a free training for doctors called The Physician Media Masterclass.

That's The Authority Interview Method, and I'll cover The Objective-First Map and The Next-Step Engine on either side of it.

Call to action

Tap the button below to save your seat.

It's free and it's live on Zoom.

Killer-ad checklist12 / 12 pass

  • Hook in 3 seconds kills the script assumption
  • Specific callout doctors who freeze on camera
  • Credibility specialists he's interviewed
  • Unique mechanism 12 questions, one sit-down
  • Clear promise a month of clips from one talk
  • Emotion hit record, no idea what to say
  • Concrete outcome clips from what you'd say anyway
  • Objection handled I'm not good on camera
  • Specificity 12 questions, named specialties
  • One CTA save your seat
  • Spoken cadence conversational, varied length
  • No slop no invented stats or results
04

Reputation first

For: Careful doctors protecting how they're seen

Safety

Three hooks, test all three

Hook A

A lot of the doctors I talk to aren't worried about time, they're worried about one clip making them look unprofessional.

Hook B

Doctors, you don't have to choose between building a name online and protecting the reputation you spent your whole training earning.

Hook C

Nothing should go out under a doctor's name until that doctor has seen it and said yes.

Body

I get why doctors hold back.

You've seen people chase trends and say things on camera they'd never say on a ward round.

And you've got a reputation with patients and colleagues that took years to build.

So the answer isn't to post less carefully, it's to build the whole process around that worry.

You talk about what you already know, in your own words, on topics you'd happily teach a resident.

And you review and approve everything before it goes anywhere.

I'm a Clinical Assistant Professor at UBC and I've kept working ER shifts the whole time I've been building my audience, so I take this part seriously.

Next Thursday I'm running a free live training for doctors called The Physician Media Masterclass, on exactly how this works.

We'll go through The Objective-First Map, The Authority Interview Method and The Next-Step Engine.

Call to action

Tap below and save your seat.

It's free, and you can stay on for the Q&A at the end.

Killer-ad checklist12 / 12 pass

  • Hook in 3 seconds names the real fear
  • Specific callout doctors guarding a reputation
  • Credibility UBC professor, still on shift
  • Unique mechanism approval before anything publishes
  • Clear promise content in your own words
  • Emotion fear of looking unprofessional
  • Concrete outcome topics you'd teach a resident
  • Objection handled I don't want to look unprofessional
  • Specificity ward round, resident, UBC
  • One CTA save your seat
  • Spoken cadence calm, colleague to colleague
  • No slop no hype, no em dashes
05

Built between ER shifts

For: Doctors who think you'd have to leave medicine to do this

Proof

Three hooks, test all three

Hook A

I went from zero to 702,000 followers in one year, and I was working ER shifts the whole time.

Hook B

I'm an emergency physician at St. Paul's Hospital in Vancouver, and I've built an audience of over 1.4 million people without leaving medicine.

Hook C

Most doctors think you'd have to cut back on clinical work to build an audience, and I built mine between ER shifts.

Body

I'm not telling you that so you'll think I'm special.

I'm telling you because other doctors can borrow the way I did it.

The part that matters most isn't the filming or the editing, it's deciding what your content is for before you make any of it.

These days I put specialists on camera, I run live webinars with other doctors, and my channels get over a million views every 48 hours.

I'm not going to promise you the same numbers, and anyone who does is guessing.

What I can show you is the system I use, step by step.

Next Thursday I'm teaching it live and free for doctors, and it's called The Physician Media Masterclass.

We'll cover The Objective-First Map, The Authority Interview Method and The Next-Step Engine.

Call to action

Tap the button below to save your seat.

It's free, it's live, and I'll stay on for questions.

Killer-ad checklist12 / 12 pass

  • Hook in 3 seconds 0 to 702K in a year
  • Specific callout doctors still practising
  • Credibility St. Paul's, 1.4M+ followers
  • Unique mechanism decide what content is for first
  • Clear promise the system, step by step
  • Emotion you'd have to leave medicine
  • Concrete outcome specialists on camera, live webinars
  • Objection handled only influencers can do this
  • Specificity 702,000, 48 hours, St. Paul's
  • One CTA save your seat
  • Spoken cadence plain, first person
  • No slop results disclaimed, nothing invented