This is the pillar most agencies quietly skip, because it needs your consultants and they would rather not ask. It is also the only part a competitor cannot copy, because it is your doctors' actual knowledge.
We call this step Content. You can call it making.
Because they will not. And if they do, it takes four months and reads like a paper. So we record them answering prepared questions for forty minutes. Their job becomes correcting a draft rather than writing one — about an hour. The hesitations and the qualifications survive, and that is exactly what a reader recognises as a real clinician.
A marketing writer can produce something readable about a procedure. They cannot produce the sentence about who should not have it, because they do not know. Readers can tell, referring doctors can tell, and increasingly the AI systems can tell — they are built to check who is speaking.
You publish content that belongs to nobody. It ranks poorly, referring doctors ignore it, and it makes no difference to whether a patient trusts you.
clinician interview and transcription · literature verification · medical review recorded with reviewedBy and lastReviewed · correct bylines · three review cycles per piece · procedure explainers, diagrams, short-form video with transcripts
The free audit tells you exactly that — which of the six are done, which are half done, and which have never been started.