Content & Creative Director
Chicago/Midwest Emmy® Nominated Documentary Filmmaker
Physician Profile Videos
Performance Creative
Rush was interviewing dozens of doctors every quarter and only putting the videos on their website. They weren't driving booked appointments. Now they are!
I led the review of the old physician profile video style and process, vetted new creative vendors and helped shape the creative direction.
Then I brought in my signature 360 approach to production. Now every profile shoot doubles as a social media shoot, adding one to two social videos for every single provider we interview. Output tripled at no added cost, and team time per social video dropped from up to 20 hours to about 4.
The results:
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All featured surgeons saw profile intent
rise year over year. -
75% hit their OR case-volume budget.
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Clicks to call from Find a Doc profiles grew 38%
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MyChart clicks rose 33%
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Traffic went up in every service line.
On social, Find a Doc became tentpole content, beating every other video format with a 5.1% engagement rate, driving nearly 8,000 clicks to rush.edu, and growing engagement 237% year over year.
Every doctor now speaks straight to the viewer through the Interrotron, Errol Morris's documentary technique for simulated eye contact, just like the creators social audiences already watch. That direct eyeline builds trust and keeps people watching. We also added cinema lenses and beauty lighting, a contemporary lower third, and a modern branded background inspired by the historic Rush logo.
Social Media Distribution
Every profile shoot now includes smartphone videography and a trending health question, doubling and sometimes tripling the video content for each provider at no added cost. My team owned these social videos end to end, targeting high-priority keyphrases and linking back to each physician's booking page. Every provider featured in a social ad saw a lift in Find a Doc profile intent, and 50% met their new outpatient visit budget.
Physician profile shoot footage was used across multiple projects, from awareness days to fundraising intiatives.
I created this strategy slide to explain how the social media cuts of these videos feed demand generation for booked appointments on the website. This helped me pitch the concept through senior leadership and get buy-in.
One shoot, a full patient journey. A social video opening with platform native smartphone footage answering a trending question, gets the doctor in front of new patients. Comments build trust and community. The video links to his Find a Doc profile, where patients watch his full-length video and book an appointment with just one click.