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Personal branding · Healthcare

Half your work comes from a physician, half from a family reading at midnight.

Personal branding for a surgeon serves two readers at once: the physician deciding where to send a case, and the family weighing a second opinion before consenting to an operation.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

A professional shares her expertise in a recorded interview

In one paragraph

Personal branding for a surgeon serves two readers at once: the physician deciding where to send a case, and the family weighing a second opinion before consenting to an operation. GullySales drafts for both readers out of a conversation with you, within the advertising limits the councils enforce.

Also written for

Surgeon, Orthopaedic surgeon, General surgeon, Laparoscopic surgeon, Orthopedic surgeon.

Where this sits

For surgeons

Where it usually goes wrong, and what we would do.

  • “The referring physician and the patient want opposite things”

    One wants your technique, your threshold for operating and whether the patient comes back to them afterwards. The other wants to know whether it will hurt and when they can climb stairs. Written for both at once, it satisfies neither.

  • “Second opinions are searched by operation, not by surgeon”

    Somebody told they need a knee replacement types the operation. Whoever has written the plainest account of when it is and is not needed gets the call, and it is rarely the person who does the most of them.

  • “Volume is the first question and the thing you cannot publish”

    How many have you done, and what is your success rate. The honest answer is a conversation across a table. A figure on a webpage is the sort of claim a council acts on.

  • “Your reputation sits in rooms you stopped attending”

    Referrals were built in teaching halls, residency batches and the hospital canteen. Those rooms have thinned, and the registrars now deciding where a case goes have never met you.

What we do

What we deliver for surgeons.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. A profile written for the doctor sending the case

    Training, fellowships, the procedures you lead, what you take on and what you pass along, with registration details stated plainly.

    Result: A physician with a borderline case can tell in a minute whether you are the right referral.

  2. The hour this runs on

    One call, on a case that proved harder than it looked or the question every family asks before consenting. That hour is the material and it cannot be delegated.

    Result: Explanations in your words, written without you opening a laptop after a list.

  3. Plain writing about the decision, not the operation

    When surgery is the right answer, when waiting is, and what recovery looks like week by week. Educational, with nothing that promises an outcome.

    Result: The second-opinion patient reads your account of the decision and asks for you by name.

  4. Consent settled before the photograph is taken

    A written process for clinical images and case discussion, so nothing identifiable is used without the patient's written agreement and nothing implies a guaranteed result.

    Result: Teaching material you can show without a complaint arriving behind it.

  5. Back into the rooms that matter

    A short and long biography, a current photograph, the subjects you can teach, and approaches to teaching programmes, residency units and association meetings.

    Result: Registrars and physicians meet you before they have a case to send.

How the result is measured

  • Enquiries that name you or came through your profile
  • Searches for your name, from Search Console
  • Profile views and connection requests from your industry
  • Speaking invitations, press enquiries and podcast requests
  • Posts published against posts planned, and what held up the rest

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full personal branding page

How it works

How the work runs for surgeons

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Work out whether this is even your bottleneck

    The first conversation covers how enquiries reach you today. If the company's own site is the weaker link, that comes first, and we say so.

  2. 2

    Search your own name with you

    We look at what a buyer sees today: every profile, old listing and photograph. Some of it you will want taken down, and some of it only you can take down.

  3. 3

    Agree what you will and will not say

    The subjects you know cold, the ones that belong to your clients, and the lines your regulator or association draws. Written down before anything is published.

  4. 4

    Rebuild the profiles

    The bio page, LinkedIn and the directories that matter in your field, done once and done properly.

  5. 5

    The routine

    Interview, drafts, your approval, publication. The interview is the only part that needs you, and it is the part that cannot be skipped.

  6. 6

    Hand it over

    The subject list, the drafting notes and the calendar are yours. If you would rather keep it running yourself, that is a fair outcome.

Before you hire anyone

The first thing to do yourself.

It costs nothing, and it shows what a buyer sees before they ever call you.

  1. Search your own name and your practice or business name in a private browser window, and list the first ten results.
  2. Open your profile on each major platform and check that the name, photo, description and contact details agree.
  3. Ask two people who recently chose you what they looked up first, and write down their answers.

Judge any provider

What to ask any agency or ghost-writer.

Useful whoever you choose, including us.

  • Who writes my words, and do I approve everything before it goes out?
  • Which of my own details and claims will you need to check with me before publishing?
  • What will you not write because of the rules my profession follows?
  • Whose account do the profiles and the content sit in, and what happens to them if we stop?
  • What do you count as a result, and what will you not promise?

Where this fits

Three pieces of sales work, in this order.

GullySales builds every engagement from three pieces of sales work. This page is not one of them, but the same three steps apply to the business behind it.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Can I show before and after images?
Only with the patient's written consent, only where nothing identifies them, and never in a way suggesting the next patient gets the same result. The National Medical Commission's conduct regulations and your state council restrict advertising, comparative claims, testimonials and patient material. Ask your council or your medical association where the line currently sits before you publish, because it is your registration.
All my cases come from four physicians. Is this worth it?
Not for those four. They already know your work and a webpage adds nothing to it. It matters for the fifth physician who has never met you, and for the patient one of those four sends who checks your name before agreeing to an operation.
When would you tell me not to do this?
When the hour is not there. Lists and emergencies make that hour genuinely hard, and a surgeon's writing produced without the surgeon reads like a brochure to the one audience trained to notice. If your diary will not hold it, put the budget into the hospital's enquiry handling instead.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on what is being changed and how many of the people who matter see it. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever the work touches, such as your profiles, your website or your accounts, and time with the people who can answer our questions.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

Healthcare

Personal branding for the rest of the healthcare.

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Your next practical step

Tell us what you are trying to grow, and we will read it before we call.

Eight short steps, mostly taps. Skip anything you would rather answer on the call.

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