The Journal

Case studies. Essays.
The work, the thinking.

A working library of anonymized case studies and marketing essays for healthcare. We update it as the work and the thinking evolve.

Case studies

Selected client work.

Every engagement is custom. These show the shape of the work across specialties — anonymized to respect client confidentiality.

Cardiovascular · US

Rebuilding the referrer pipeline.

A multi-location cardiovascular practice. Three prior agencies, none had moved the referrer needle. Full case study in development.

Coming soon →
Dental · US

Twelve locations, one voice.

A multi-location dental group. The brand had to hold at the system level while the SEO ran deep at every office. Full case study in development.

Coming soon →
Women's Health · US

Marketing across life stages.

An OB-GYN practice that wanted patients to stay through fertility, pregnancy, postpartum, and beyond. Full case study in development.

Coming soon →
Health-Tech · US

Selling into hospital procurement.

A digital health platform pursuing multi-stakeholder hospital deals. Clinical evidence content, founder thought-leadership, ABM. Full case study in development.

Coming soon →
From the press

Recent writing.

Essays, playbooks, and thinking out loud on healthcare marketing. Some short. Some long. All free.

Strategy · Coming soon

What 'compounding' actually means in healthcare marketing.

Most agencies talk about compound growth. Few build the system that produces it. What compounding requires — and what it doesn't.

Coming soon →
Referrers · Coming soon

Why your referring physicians matter more than your Google Ads.

Paid search is loud. Referrer relationships are quiet. One has a ceiling. The other compounds for years. Where to invest if you have to choose.

Coming soon →
Privacy · Coming soon

How to anonymize patient stories without losing the story.

Patient outcomes are your strongest social proof. They're also a privacy minefield. The editorial process we use to publish them safely.

Coming soon →
Compliance · Coming soon

The HIPAA-aware website checklist we use with every client.

BAAs are the start. The bigger work is what data you collect, where it lives, and who has access to what. The full checklist.

Coming soon →
Measurement · Coming soon

How to measure healthcare marketing without chasing vanity metrics.

Impressions, reach, follower counts — the metrics that flatter the report and fool the practice. The numbers we track instead, and why.

Coming soon →
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