Videognostics

29/07/2025

This is going to be excellent new Ophthalmology Consultants and Senior Trainees / Fellows

06/07/2025

'I worry I’m not photogenic and look awkward on camera',

a consultant surgeon messaged me this the other day.

They’d seen a few of my Linkedin posts, felt the pull of possibility - but then hit the same internal wall that stops so many clinicians from ever hitting “record”.

It’s so common - because:

🪞We’re used to seeing ourselves in the mirror - flipped left to right.

🎥 But a camera shows us 𝘩𝘰𝘸 𝘵𝘩𝘦 𝘳𝘦𝘴𝘵 𝘰𝘧 𝘵𝘩𝘦 𝘸𝘰𝘳𝘭𝘥 𝘴𝘦𝘦𝘴 𝘶𝘴

that’s why our face can feel “off” in videos or selfies

so if you’ve ever watched yourself on camera and thought
“𝘜𝘨𝘩, 𝘸𝘩𝘺 𝘥𝘰 𝘐 𝘭𝘰𝘰𝘬 𝘴𝘰 𝘸𝘦𝘪𝘳𝘥?”

You’re not alone - and there’s nothing wrong with you

🌱 It’s just your brain reacting to something unfamiliar
👁️ It feels new to you - but not to anyone else

but to your patients, colleagues, and peers?

that’s how you’ve always looked

you’re not seeing a weird version

you’re just seeing what 𝙩𝙝𝙚𝙮’ve seen all along

and once you get past that initial discomfort - something shifts

you start focusing less on how you look and more on how you show up.

and that’s what video is really about:
.. building trust.. connecting.. helping patients feel confident choosing 𝙮𝙤𝙪.

If you're curious about whether YouTube might be right for your private practice...

📅 join me on Wednesday 16th July, 6:30pm UK
💡 "Is YouTube Right for Your Private Practice?"
🤓 30 mins of practical insight, 10 mins Q&A (registration link in comments)

Come along — even if you're camera-shy.

Especially if you're camera-shy.

(and don’t worry — no one will see you on the webinar)

22/06/2025

“𝘏𝘰𝘸 𝘸𝘰𝘶𝘭𝘥 𝘺𝘰𝘶 𝘤𝘩𝘰𝘰𝘴𝘦 𝘢 𝘱𝘳𝘪𝘷𝘢𝘵𝘦 𝘥𝘰𝘤𝘵𝘰𝘳 𝘰𝘳 𝘢 𝘱𝘳𝘪𝘷𝘢𝘵𝘦 𝘥𝘦𝘯𝘵𝘪𝘴𝘵?”, I asked around in a room full of entrepreneurs over 40.

Most of them have had experience of choosing a private care provider for themselves or others, and here’s what I found through these conversations:

1) Everyone I spoke with, in one way or another, said:
- “𝘠𝘰𝘶 𝘯𝘦𝘦𝘥 𝘵𝘰 𝘧𝘦𝘦𝘭 𝘺𝘰𝘶 𝘤𝘢𝘯 𝘵𝘳𝘶𝘴𝘵 𝘵𝘩𝘦𝘮”
- “𝘠𝘰𝘶 𝘯𝘦𝘦𝘥 𝘵𝘰 𝘧𝘦𝘦𝘭 𝘵𝘩𝘦 𝘤𝘰𝘯𝘯𝘦𝘤𝘵𝘪𝘰𝘯”
- "𝘠𝘰𝘶 𝘯𝘦𝘦𝘥 𝘵𝘰 𝘴𝘦𝘦 𝘵𝘩𝘦𝘪𝘳 𝘱𝘩𝘰𝘵𝘰", "𝘷𝘪𝘥𝘦𝘰 𝘸𝘰𝘶𝘭𝘥 𝘣𝘦 𝘦𝘷𝘦𝘯 𝘣𝘦𝘵𝘵𝘦𝘳".

2) When needing a private doctor or private dentist, they start their search “looking online” and/or “asking around”.

3) When looking online, most of them google-search for specialists who are local, along the lines of “Best [laser eye surgeon] in [London]”.

4) Once they’ve found 2-3 websites that “look relevant”, or they’ve received recommendations from others, they evaluate individual websites:

🔎 They look for clues that the clinician is competent:

👍 Credentials and academic achievements (however, several people admitted that they don’t always know what these actually mean)
👍 Mention of training or educating other clinicians
👍 For surgical and procedure-based specialties, some patients go as far as checking “success rates”, although – by self-admission – they tend to trust what is written on the provider’s website rather than seeking to verify in other ways

🔎 They look for clues that the clinician is “nice” and personable:

👍 Patient testimonials, especially 𝘃𝗶𝗱𝗲𝗼 𝘁𝗲𝘀𝘁𝗶𝗺𝗼𝗻𝗶𝗮𝗹𝘀 (e.g. quote: “𝘐𝘧 𝘢𝘯𝘰𝘵𝘩𝘦𝘳 𝘱𝘢𝘵𝘪𝘦𝘯𝘵 𝘸𝘦𝘯𝘵 𝘪𝘯𝘵𝘰 𝘵𝘩𝘦 𝘩𝘢𝘴𝘴𝘭𝘦 𝘰𝘧 𝘥𝘰𝘪𝘯𝘨 𝘢 𝘷𝘪𝘥𝘦𝘰 𝘵𝘦𝘴𝘵𝘪𝘮𝘰𝘯𝘪𝘢𝘭, 𝘵𝘩𝘢𝘵 𝙢𝙪𝙨𝙩 𝘣𝘦 𝘢 𝘨𝘰𝘰𝘥 𝘥𝘰𝘤𝘵𝘰𝘳!”)
👍 Google reviews and Trustpilot were also mentioned.

🔎 They look for honestly and openness:

👍 Pricing structure is clearly explained on the website

🔎 They look for clues that the clinician is relatable:

👍 If there is a story on the website that gives an idea why they do what they do
👍 𝗩𝗶𝗱𝗲𝗼𝘀 featuring this clinician explaining things, so that “𝘺𝘰𝘶 𝘤𝘢𝘯 𝘴𝘦𝘦 𝘵𝘩𝘦𝘪𝘳 𝘤𝘰𝘮𝘮𝘶𝘯𝘪𝘤𝘢𝘵𝘪𝘰𝘯 𝘴𝘵𝘺𝘭𝘦”, or “𝘺𝘰𝘶 𝘤𝘢𝘯 𝘨𝘦𝘵 𝘢 𝘧𝘦𝘦𝘭 𝘧𝘰𝘳 𝘵𝘩𝘦𝘪𝘳 𝘦𝘯𝘦𝘳𝘨𝘺, 𝘢𝘱𝘱𝘳𝘰𝘢𝘤𝘩 𝘢𝘯𝘥 𝘱𝘦𝘳𝘴𝘰𝘯𝘢𝘭𝘪𝘵𝘺”
👍 Mention of charitable or voluntary work, especially if linked to healthcare

5) Everyone agreed that – all else being equal and websites being roughly the same, or “𝘸𝘩𝘦𝘯 𝘺𝘰𝘶 𝘥𝘰𝘯’𝘵 𝘶𝘯𝘥𝘦𝘳𝘴𝘵𝘢𝘯𝘥 𝘸𝘩𝘢𝘵 𝘮𝘦𝘥𝘪𝘤𝘢𝘭 𝘤𝘳𝘦𝘥𝘦𝘯𝘵𝘪𝘢𝘭𝘴 𝘮𝘦𝘢𝘯” - seeing a doctor or dentist on 𝘃𝗶𝗱𝗲𝗼, as well as watching 𝘃𝗶𝗱𝗲𝗼 𝘁𝗲𝘀𝘁𝗶𝗺𝗼𝗻𝗶𝗮𝗹𝘀 from other patients, would help them make a more informed and faster decision.

Help patients to choose you.

FYI - I'm running a webinar on 16th July 2025 to help clinicians in private practice decide whether YouTube could be the new superpower for private practice. Registration link in comments. 👇

02/05/2025

“𝙄 𝙙𝙤𝙣’𝙩 𝙬𝙖𝙣𝙩 𝙩𝙤 𝙗𝙚 𝙖 𝙔𝙤𝙪𝙏𝙪𝙗𝙚𝙧”, doctors and dentists tell me this all the time.

And honestly? I agree.

Being on camera feels cringey (let alone the thought of being an “influencer”).

You don’t want the stress of regular posting.

You can't be bothered to be chasing views and subscribers.

But here’s the thing—that’s not what YouTube has to be about.

YouTube is the 𝘀𝗲𝗰𝗼𝗻𝗱 𝗯𝗶𝗴𝗴𝗲𝘀𝘁 𝘀𝗲𝗮𝗿𝗰𝗵 𝗲𝗻𝗴𝗶𝗻𝗲 𝗶𝗻 𝘁𝗵𝗲 𝘄𝗼𝗿𝗹𝗱.

And the 𝗺𝗼𝘀𝘁-𝘂𝘀𝗲𝗱 𝗧𝗩 𝘀𝘁𝗿𝗲𝗮𝗺𝗶𝗻𝗴 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝗴𝗹𝗼𝗯𝗮𝗹𝗹𝘆.
(Not TikTok. Not Netflix. YouTube.)

This isn’t about going viral.

𝙄𝙩’𝙨 𝙖𝙗𝙤𝙪𝙩 𝙗𝙚𝙞𝙣𝙜 𝙛𝙤𝙪𝙣𝙙 𝙬𝙝𝙚𝙣 𝙨𝙤𝙢𝙚𝙤𝙣𝙚 𝙨𝙚𝙖𝙧𝙘𝙝𝙚𝙨 𝙛𝙤𝙧 𝙚𝙭𝙖𝙘𝙩𝙡𝙮 𝙬𝙝𝙖𝙩 𝙔𝙊𝙐 𝙤𝙛𝙛𝙚𝙧.

Think of it less like “content creation”...

And more like 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗮 𝘀𝗲𝗮𝗿𝗰𝗵𝗮𝗯𝗹𝗲 𝗹𝗶𝗯𝗿𝗮𝗿𝘆 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗲𝘅𝗽𝗲𝗿𝘁𝗶𝘀𝗲.

A patient education hub.

A professional footprint: a place to share your insights, educate peers, and open doors to future collaborations.

And no—this isn’t about chasing vanity metrics like subscriber counts.

You can have 10,000 subscribers who never engage.

Or 87 views from exactly the right people.

I know which one I’d pick.

Those “1,000 𝘴𝘶𝘣𝘴 𝘢𝘯𝘥 4,000 𝘸𝘢𝘵𝘤𝘩 𝘩𝘰𝘶𝘳𝘴” targets?

That’s just for “monetisation”.

And unless you’re in finance or crypto, it’s pennies per 1,000 views.

𝗧𝗵𝗮𝘁’𝘀 𝗻𝗼𝘁 𝘁𝗵𝗲 𝗴𝗼𝗮𝗹 𝗳𝗼𝗿 𝗺𝗼𝘀𝘁 𝗰𝗹𝗶𝗻𝗶𝗰𝗶𝗮𝗻𝘀.

The goal is
𝗩𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆. 𝗦𝗲𝗮𝗿𝗰𝗵𝗮𝗯𝗶𝗹𝗶𝘁𝘆. 𝗖𝗿𝗲𝗱𝗶𝗯𝗶𝗹𝗶𝘁𝘆 (= 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝘁𝗿𝘂𝘀𝘁).

Just like having a website people can google…

YouTube works the same way, but 𝗯𝗲𝘁𝘁𝗲𝗿.

Already juggling enough in clinic and in life?

Worried this might become another “thing” you have to keep up with?

𝗚𝗼𝗼𝗱 𝗻𝗲𝘄𝘀:

You don’t need to post every week.

You’re not trying to always stay “relevant” for the algorithm.

You just need 𝗮 𝘀𝗺𝗮𝗹𝗹 𝗰𝗼𝗹𝗹𝗲𝗰𝘁𝗶𝗼𝗻 (an evergreen library) of 𝘄𝗲𝗹𝗹-𝗼𝗽𝘁𝗶𝗺𝗶𝘀𝗲𝗱 𝘃𝗶𝗱𝗲𝗼𝘀

That 𝘀𝗵𝗼𝘄 𝘂𝗽 𝗶𝗻 𝘀𝗲𝗮𝗿𝗰𝗵—

And 𝘀𝗽𝗲𝗮𝗸 𝗱𝗶𝗿𝗲𝗰𝘁𝗹𝘆 𝘁𝗼 𝘁𝗵𝗲 𝗽𝗲𝗼𝗽𝗹𝗲 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗿𝗲𝗮𝗰𝗵.

Yes - starting a YouTube channel can feel like a massive undertaking.

But it doesn't need to be.

It’s about doing the right things—
in a way that feels manageable, practical, and true to your vision and goals (with just enough support and structure to stay on track).

💭 What would being discoverable on YouTube open up for you?

FYI - I'm running a webinar on 16th July 2025 to help clinicians in private practice decide whether YouTube could be the new superpower for private practice. Registration link in comments. 👇

10/04/2025

Private Practice Marketing Made Simple with YouTube 🚀

Are you a doctor, dentist or another healthcare professional working in private practice and you know you are not doing enough to attract new patients?

In this video - "YouTube for Private Practice Growth (Get the Right Patients for FREE)" - I’ll walk you through why YouTube is an untapped goldmine for healthcare professionals in private practice. You’ll discover:

✅ The power of YouTube for private practice marketing for organic practice growth
✅ How to position yourself as an expert in your filed and build trust and authority through video
✅ 5 actionable steps for your YouTube strategy regardless of your specialty or area of expertise to reach new patients 24/7 (for free!)

https://youtu.be/GSYzfGau0J0?si=8kdWgZWdcYBr4qNR

10/04/2025

Are you a doctor, dentist or healthcare professional with a private practice but struggling to promote yourself? Does it feel like bragging? Many clinicians, especially those trained in the NHS, find it challenging to put themselves out there.

In this video, I break down how to promote your private practice ethically —without feeling salesy or like you are bragging.

We will cover:
✅ Why traditional word-of-mouth isn’t enough in today’s digital world
✅ How video marketing for private practice helps
- to grow your private practice organically
- to build your medical brand and digital influence
- to build trust with patients
✅ Practical strategies to make yourself visible without bragging
✅ How to overcome the fear of what your colleagues might think

Are you a doctor, dentist or healthcare professional with a private practice but struggling to promote yourself? Does it feel like bragging? Many clinicians,...

10/04/2025

How to start a medical YouTube channel in 5 steps as a beginner clinician creator, with tips and advice for doctors, dentists and other healthcare professionals to get started today.

Step 1: Discovery step (analogy is taking a patient’s history)
Step 2: Evaluation step (analogy is patient examination)
Step 3: Planning step (analogy is forming a differential diagnosis)
Step 4: Implementation step (analogy is going ahead with an intervention or treatment plan)
Step 5: Re-evaluation step (analogy is patient re-evaluation after treatment)

How to start a medical YouTube channel in 5 steps as a beginner clinician creator, with tips and advice for doctors, dentists and other healthcare profession...

12/02/2025

https://youtu.be/Z8sl6aoGMw8

Thinking about starting a YouTube channel as a doctor or dentist but feeling stuck? You’re not alone! Fear of judgment, lack of time, medico-legal concerns, ...

02/02/2025

https://www.youtube.com/watch?v=EAm3kxo1a2A

Thinking about starting a YouTube channel as a doctor or dentist? You’re not alone! In this video, I’ll break down 11 powerful reasons why healthcare profess...