HighKey Agency and the White-Coat Creators: Inside the Strategy Behind Medical Content on Social Media

Competition is fierce in the modern medical world, and doctors and clinic owners are working to balance competing demands for the attention of future patients. But even if a practice manages to get a new patient in the door, there is no guarantee they will return. Practitioners need an edge to succeed, and HighKey Agency says it can help them find it.

HighKey Agency is a marketing agency that uses social media, press coverage, and television appearances to help clients develop their professional profiles. And notably, it exclusively collaborates with clients in the medical sector.

HighKey Agency’s specialized focus on the medical sector has enabled the team to develop a clear, repeatable formula to elevate each client’s profile, the company says. At the heart of the agency’s strategy are short-form viral videos.

Team members spend considerable time studying successful viral videos to understand which kinds of videos attract attention and engagement, and which topics do not appeal to a client’s target market. They then develop scripts in the client’s voice, guide the client through filming, and make final edits.

Most medical professionals have extremely busy schedules, so HighKey Agency offers white-glove service. Aside from interviewing team members and showing up to film videos, doctors and clinic owners can be completely hands-off.

Some doctors who work with HighKey Agency have never tried to grow a social media following before. Others have started the process but faltered along the way.

“The most common mistake is trying to grow it themselves. They simply do not have the time to do a good job. It may be inconsistent in quality and execution for such a high-level profession,” says Jordan Lintz, co-founder and CMO of HighKey Agency.

“Bringing us in can help them develop a social-media brand that reflects their high-level work while maintaining a consistently strong standard of output as they grow.”

Luke Lintz, the agency’s CEO and co-founder, points out that, according to the agency, doctors and clinic owners who manage their own social media may find it difficult to maintain consistent quality alongside their professional responsibilities.

“They give social media to their front desk person or aesthetician to work on it as a side project, or they try doing social media themselves,” he says. “Many doctors are willing to invest hundreds of thousands in medical devices but aren’t willing to invest in an important contributor to the growth of their business.”

When a medical practice starts releasing polished, professional video content, it is designed to reach and engage prospective patients. 

But medical practitioners generally use online platforms to educate and connect with patients rather than simply to gain recognition. A stronger digital presence may also help them reach prospective patients and support their practices. So, what does a successful medical creator look like?

“Views and followers are an important first-step metric to look at for client success. Once our client has the eyeballs, they can be converted into paying patients,” says Jordan. “This is where the magic happens. Unlike traditional ads, on social media, our clients notice a compounding effect where they can gain recurring revenue and new clients at the same time. They do that by growing their authoritative presence on social media.”

If someone views a client’s content and does not book an appointment, that does not necessarily mean they will not do so in the future. “Once a follower is gained, they can be marketed to over time,” Jordan explains. “They can eventually become a patient by first being a fan of the content being put out.”

Wider online reach may offer professional benefits beyond just drawing in new patients. Jordan notes that if a particular provider is regularly releasing high-quality content, they may find it easier to reach potential employees, secure speaking engagements, and explore other professional opportunities. 

It can take several months (and sometimes a year or more) to take a client from zero to online authority, but Luke and Jordan have seen some notable changes in their clients’ professional profiles.

“It all comes with time,” Jordan says. “We apply this approach with the aim of supporting these outcomes for our clients if they trust the process and show up to every film session with the optimism to match.”

Entrepreneur Media was not involved in the creation of this content.