Pre-webinar sequence

Hey {FIRST NAME},

You're in for The Physician Media Masterclass.

Thursday at 12:00 PM Pacific, live on Zoom. It runs about 60 minutes, and I'll stay on afterwards for questions.

I promised you something for registering, so here's your gift.

The Doctor Content Bank is 30 video topics patients are already searching for, each one with the opening line that stops the scroll.

It lives inside the Physician Media Lab, a free community I set up on Skool for doctors who want to do this properly.

Join here and you'll find it pinned at the top:

[SKOOL LINK]

One quick favor before you go.

Hit reply and send me the word YES.

It tells your inbox my emails are wanted, so the Zoom link on Thursday lands where you'll see it instead of in promotions.

See you Thursday.

Jeff

P.S. In about 15 minutes I'll send you the one idea the whole training is built on. Most doctors have it backwards.

Hey {FIRST NAME},

Here's the idea Thursday is built on.

Your expertise already exists... the missing piece is distribution.

You've spent years learning things your patients would happily listen to. You explain them every day, one patient at a time, inside a short appointment.

Meanwhile someone with a ring light and no license is explaining the same topic to an audience far bigger than your waiting room.

That's not a knowledge problem. It's a distribution problem.

Most advice for doctors gets this wrong. It tells you to become your own strategist, scriptwriter, editor, publisher and funnel builder, and to do it on top of a 50 or 60 hour week.

That's the content-creator hamster wheel, and it's why so many doctors post for a few weeks and quietly stop.

On Thursday I'll show you the other way to do it, in three parts:

• The Objective-First Map
• The Authority Interview Method
• The Next-Step Engine

You stay the expert, and nobody's asking you to edit videos at midnight.

Jeff

P.S. Next, the question I get most from physicians: "Will any of this actually bring me patients?"

Hey {FIRST NAME},

A million views feels exciting.

I know, because my own channels get over a million views every 48 hours.

So I'll tell you something most creators won't say out loud. Views on their own don't fill a clinic, sell a book or book a consult.

Picture two dermatologists.

One has a huge following spread across the world, watching for entertainment.

The other has a much smaller audience, mostly people within driving distance of her clinic, and every video ends by telling them how to book.

The second one is the one getting new patients from it.

The difference is whether every video points somewhere.

That's why the first thing we do on Thursday isn't filming. It's deciding the one action your content has to drive... your clinic, your book or your service.

I call it the Objective-First Map, and it's the reason a small, specific audience can do more for you than a big, random one.

If you've ever posted, got 200 views and felt a bit silly, this part is for you.

Thursday, 12:00 PM Pacific.

Jeff

P.S. Next: how an ER doctor still working shifts ended up with 1.4 million followers, and why I wouldn't tell you to copy how I did it.

Hey {FIRST NAME},

I should tell you who's running Thursday.

I'm an emergency physician at St. Paul's Hospital in Vancouver. I'm a Clinical Assistant Professor at UBC, and I helped found the BC Airway Registry.

None of that was built for an audience.

Then I started making videos about what I see in medicine. Simulations, the myths patients bring in, the questions people feel awkward asking their own doctor.

In one year my following went from zero to 702,000.

Today it's more than 1.4 million across Instagram, YouTube, TikTok and Facebook, my work's been featured in TIME and WIRED, and I still work ER shifts.

I want you to hear the next part though.

It took a lot of experimenting, and a lot of hours most doctors simply don't have. You don't need to do it that way, and you don't need more homework.

What you need is to know which of those hours actually mattered. That's what I'll walk you through on Thursday.

These days I put specialists on camera every week. Surgeons, neurologists, OBGYNs. Most of them never wanted to be content creators either.

Jeff

P.S. In a couple of hours I'll give you the honest answer to "how much time would this take me?"

Hey {FIRST NAME},

Almost every doctor has the same first objection.

"I don't have time for this."

And you're right, if "this" means filming every day, learning to edit and replying to comments between patients.

Nobody working a 50 or 60 hour week should sign up for that.

Here's what the specialists on my channel actually do. They sit down for one conversation, someone asks them good questions, and they answer the way they'd answer a patient.

That's the Authority Interview Method, the second part of Thursday's training. Twelve questions that pull a month of short-form clips out of one sit-down conversation, with no script needed.

You don't write anything beforehand, and you never open editing software.

Your time goes into one recording session and a review of what gets published. The rest is process, and on Thursday I'll show you how that process is built.

If "I don't have time" has kept you off camera so far, I'd bet the real issue is that nobody has shown you a version that fits a doctor's week.

Thursday, 12:00 PM Pacific.

Jeff

Hey {FIRST NAME},

Quick question before Thursday.

If your videos worked exactly the way you wanted, what would people do after watching?

Would they book at your clinic, buy your book, or sign up for a service you already run?

Most doctors can't answer that straight away, and that's normal. It's also why most doctor content goes nowhere.

Skip this step and you end up making videos about whatever's trending, getting views from people who'll never become patients, and wondering why nothing changes at the practice.

The first pillar on Thursday is the Objective-First Map.

You pick the one action your content has to drive, your clinic, your book or your service, before you film anything.

Every topic, every opening line and every call to action comes out of that one decision.

So here's a small piece of homework, and it's the only one I'll give you this week.

Write down the one thing you'd want a viewer to do. One line is enough. Bring it on Thursday.

Jeff

P.S. Tomorrow I want to talk about the word "influencer," and why it keeps so many good doctors off camera.

Hey {FIRST NAME},

I know what some of you might be thinking.

"I'm a physician. I'm not going to dance on TikTok."

Good. Please don't.

The fear underneath that's a fair one. You've spent years building a reputation with colleagues and patients, and you don't want one awkward video to undo it.

The content that works for doctors looks a lot like the work you already do. You explain something clearly, you correct a myth, you tell people what you wish they'd known before they came in.

When I sit down with a specialist, like the breast surgeon I filmed on cancer myths, I'm not asking for a performance. I'm asking for the explanation their patients already get in clinic.

That's the standard. Clear, calm and accurate, and nothing you'd mind a colleague seeing.

A good process also never publishes anything under your name that you haven't reviewed first.

On Thursday I'll show you the questions I use to get that kind of answer on camera, so you sound like yourself instead of like a creator.

12:00 PM Pacific.

Jeff

Hey {FIRST NAME},

One of my videos is called "Doctors Reveal What They Wish Everyone Knew."

The format is about as simple as it gets. I ask doctors one question on camera: what do you wish everyone knew?

It's filmed outside, with doctors in their white coats, a camera and a microphone.

It's been watched more than 119,000 times.

What made it work wasn't the production. It was a good question, and doctors answering it honestly.

I've done versions of this with an ankle surgeon, a surgeon walking through an Achilles repair, a neurologist on migraine and an OBGYN on HRT.

Different specialties, and the same pattern every time: someone who knows their subject, asked the right questions, with the camera rolling.

That's the Authority Interview Method in its simplest form. On Thursday I'll give you the 12 questions I use, so you can get a month of clips out of one conversation.

Jeff

P.S. Tomorrow: why I'd rather you never write a script.

Hey {FIRST NAME},

The obvious follow-up to yesterday's email is this. Why an interview? Why not write a good script and read it?

Because doctors reading scripts sound like doctors reading scripts.

You're trained to answer questions, and you do it all day. Put a camera on you, ask you something you know cold, and you'll explain it better than any script you could write.

The questions do two jobs.

The first is getting you to talk the way you talk to patients, which is what people actually trust.

The second is structure. Each question is built to produce a clip that stands on its own: a myth, a common mistake, a "here's what I'd do," a "come and see us if..."

That's how one conversation becomes a month of short-form content. You answer twelve questions, and someone else does the cutting.

And because the questions come from your Objective-First Map, every clip already points at the thing you want people to do next.

On Thursday I'll walk through all 12. Bring the line you wrote down on Monday.

Jeff

Hey {FIRST NAME},

Plenty of doctors registered for Thursday have bought a social media course before, and most never finished it.

If that's you, I don't think it says anything about your discipline. You finished medical school.

The course handed you more homework. Learn the editing app, batch your filming, post every day, study the algorithm.

That's a second job, and you already have one that matters more.

Thursday is 60 minutes on how the system works and which parts actually need you.

Two other questions come up a lot.

"I tried posting. I got 200 views and felt silly."

That's normal for a new account, and it tells you nothing about whether this works. What usually happened is the videos weren't pointed at anyone in particular. The Objective-First Map fixes that.

"Are you going to sell me something?"

At the end I'll explain how my team works with doctors, for anyone who wants help putting this in place. The training stands on its own either way, and everyone who stays to the end gets the 6-Month Physician Brand Roadmap.

Jeff

P.S. Tonight I'll send you three things to have ready before we start.

Hey {FIRST NAME},

Tomorrow at 12:00 PM Pacific we go live.

Three things will make it a lot more useful for you:

1. Your line from Monday, the one action you want your content to drive.
2. The Doctor Content Bank open in another tab. You'll be marking topics as we go. If you haven't joined the Physician Media Lab yet, it's here: [SKOOL LINK]
3. Somewhere to write. The 12 questions come quickly.

Here's how the hour runs.

We start with the Objective-First Map, then the Authority Interview Method, then the Next-Step Engine: the landing page, call to action and DM automation that turn a viewer who trusts you into a booked patient.

Then questions, for as long as people have them.

Everyone who stays to the end gets the 6-Month Physician Brand Roadmap. It's a one-page worksheet for your objective, your audience, your recording rhythm, your next step and your review dates.

It's the piece that turns an hour of notes into a plan you'll actually follow.

See you tomorrow.

Jeff

P.S. If you're in clinic at noon, join from your phone for the first part. The Objective-First Map is the one you most need to hear live.

Hey {FIRST NAME},

I already know what you woke up thinking.

"Today's packed. Maybe I'll catch it some other time."

I work shifts too, so I get it.

But this is the one hour where the whole thing gets put together in front of you, and you can ask me directly about your specialty, your clinic and your situation.

At 12:00 PM Pacific today:

• The Objective-First Map
• The Authority Interview Method
• The Next-Step Engine

Then live Q&A.

Here's your link: [WEBINAR LINK]

Put it in your calendar now so the day doesn't take it.

Jeff

Hey {FIRST NAME},

We start in one hour.

Here's your link, so you're not searching your inbox at 11:59:

[WEBINAR LINK]

Join a couple of minutes early if you can. I open with the Objective-First Map, and everything else hangs on it.

Jeff

Hey {FIRST NAME},

The Zoom room is open.

Come in now and tell me in the chat what you practise and where. I like knowing who's in the room before we start.

[WEBINAR LINK]

Jeff

We're live, and I'm starting with the Objective-First Map right now.

[WEBINAR LINK]

Jeff

Hey {FIRST NAME},

We started 15 minutes ago.

If clinic ran late, you haven't missed the important part. The Authority Interview Method and the 12 questions are still ahead, and so is the Q&A.

Join here: [WEBINAR LINK]

The 6-Month Physician Brand Roadmap goes to everyone who stays to the end.

Jeff