Two surgeons. No brand account. A strategy that changed everything.
When I started working with the Endoscopic Spine Institute of New York, the instinct was to build a brand account from scratch. We went a different direction.
Instead of splitting attention between a new page nobody knew yet, I recommended a collaborative posting strategy — producing content for each surgeon to share individually, with the other tagged as collaborator. Front-load the copy so the story is visible before the tap. Let the people be the brand.
It worked. One surgeon grew from 10K to 54K followers. The other went from 1,200 to 60K. Combined, that's a jump from under 12K to over 114K — built on consistent posting, deep audience research, and educational content that positioned both doctors as trusted authorities in minimally invasive spine care.
No brand account. No ad spend. Just the right strategy, the right content, and a clear understanding of what their audience was actually looking for.
