The work, including the parts that usually get left out.

Independent physicians have strong opinions about the software they use all day. Almost none of it was written down anywhere you could point to.

So we asked. Two annual studies with the methodology published next to the results, because the methodology is what made physicians willing to answer at all. 214 responses on EHRs in 2025. 131 across nine software categories in 2026.

I am lead writer and co-editor of the magazine those studies anchor, and I set the structure of recent issues. The magazine and its resource hubs drew around 1,700 tracked clicks in twelve months, roughly 19% of all link traffic and the largest single content category.

The findings did not sit in a report. They set the editorial calendar, gave campaigns their angles, and changed how the sponsor conversations went.

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SmartHeart, from SHL Telemedicine, is a portable 12-lead ECG, and a hard thing to explain. Physicians want the data. Patients want to know whether they should be worried. Both were reading the same channels.

I led B2B content strategy, coordinated brand and regulatory review across markets, managed the outside creative partners, and built the company's Trustpilot response program. Regulated categories decide what you are allowed to claim, so positioning and compliance had to be worked out together rather than in sequence.

The onboarding redesign, including a printed quick-start guide and QR-linked video tutorials, reduced support calls by 30%. Engagement rose 200% and impressions 75%. Five webinars drew more than 2,000 registrants.

When I joined My DPC Story in December 2023, the podcast had an established listener base and almost nothing around it. A small social presence, no email program, no sponsor reporting, no events.

I built that layer. Three social channels grown with no ad spend, an email program from scratch, and a content strategy rebuilt around narrative after testing showed story-led posts beat announcements by a wide margin on the same audience. The best of them reached 22,900 impressions. A typical announcement reached 60 to 200.

Combined following across the three channels went from 825 to 4,067. Reach went from 41,431 to 215,113. Engagement rate improved from 4.29% to 5.77%, so output roughly doubled and the work got better rather than just louder. Email clicks settled at 13.3%.

The inconvenient finding was that volume was not the lever. Two thousand posts, and most of the reach came from a few dozen stories.

AlignedMD is mine. I built it from nothing: the positioning, the site, a diagnostic that scores how a practice reads to a prospective patient, the lifecycle email behind it, the payments, and a book, Prescribing Trust, published in 2026.

The part worth putting on a page is the narrowing. The original offer ladder included a full-service retainer, which quietly turned the business into an agency, and an agency was not what independent practices needed. I cut it, went from three offers to two, and rewrote the positioning around useful resources and one bounded engagement.

Deciding what not to sell turned out to be the more useful skill.

Most of the budget comes from events, so I own the parts that decide whether they work.

For the 2026 California summit, run across four venues by a small team: speaker recruitment and communications, attendee communications, ticket sales, catering from budget and setup brief through procurement, check-in, and a sponsor-hosted dinner delivered on budget. The two-track format came out of listener research. I sold 63 registrations with no paid acquisition, concentrated in a May close driven by newsletter and social to the audience I had built.

At the national summit I turned the booth into a content engine. I designed the walk-up interview format, sourced and assembled the build, made the landing page and the routed intake forms behind it, and directed a five-person floor team against individual written role briefs. Every booked slot filled, with a waitlist, and we left with more than twenty short-form physician interviews and a full-length episode, enough programming to cover the rest of the year.

My job was to build the plumbing, not to teach the water how to flow. The part I did not expect was what it did to the mood. When nobody is spending energy working out what they are supposed to be doing, they spend it on the thing they are good at.

Every paid partnership used to begin from nothing. Payment, creative, approvals, production, publication, reporting, all of it renegotiated each time by whoever happened to be in the thread.

I wrote it down. Five phases, each with an owner, a handoff, a quality check, and a list of what the partner has to send before anything moves. Payment triggers onboarding, onboarding triggers intake, intake produces the campaign assets, and the report is a step rather than an afterthought.

Setup went from roughly 45 days to under a week. Packages run from $500 to $25,000, and three sponsors have come through this pipeline so far, alongside a separate route for event sponsorship.

Closing sits with our Chief Growth Officer. I built the pipeline, the sponsorship deck, the sponsor microsite with its self-serve reporting tool, and the lead handoff that routes qualified conversations to her.