Why Every Doctor Needs Video Content – A Case Study with Dr. Max B. Merkow

When you’re searching for a new doctor, especially a specialist, you probably don’t just pick the first name that shows up online. You want to know more. Who is this person? Do they actually explain things well? Can they break down complex procedures in a way that makes sense to someone who didn’t go to med school? Most patients today think the same way. They don’t just want credentials, they want connection. And video content has quickly become one of the most effective ways to build that connection before a patient ever steps foot in the clinic.

This shift is exactly what led us to work with Dr. Max B. Merkow, a board-certified neurosurgeon based in the East Bay. His recent video project is a strong example of how doctors can use video to bridge the gap between clinical expertise and patient comfort.

The Problem: What Most Doctors Are Missing

You might have years of experience, advanced training, and a reputation for excellent care, but if that doesn’t come through online, patients won’t know what sets you apart. For many doctors, the digital presence stops at a headshot, a short bio, and maybe a few scattered reviews. That might have been enough a few years ago, but it’s no longer how people make decisions about their health.

Patients today don’t just want to know what you do; they want to understand how you do it and why they should trust you. But here’s the challenge: most medical websites still speak in clinical language, which can confuse the patients, and this gap can create hesitation.

When potential patients don’t feel informed or reassured, they keep searching and click away. It’s not because you’re not capable; it’s because your story isn’t being told in a way they can relate to. That’s where many practices fall short. 

The Vision: What Dr. Merkow Wanted

Dr. Max Merkow understood that medical expertise alone isn’t enough to reach the right audience. He wanted to do more than list his credentials or describe procedures in clinical terms. He wanted to connect to his potential patients. His goal was to create content that felt approachable while still reflecting the depth of his training and experience. 

What he envisioned wasn’t just a few informational clips. He was looking to build a stronger digital presence that could support patients through every stage of their journey.

He wanted to answer the questions that patients are too nervous to ask, explain procedures in language that makes sense, and give people a sense of what it’s like to be treated by someone who genuinely wants them to understand their options.

The Process: How We Brought His Vision to Life

Once we understood what Dr. Merkow wanted to achieve, we got to work shaping that vision into a real, structured video strategy. We started with a planning session to map out the kind of content that would be most useful to his patients and meaningful to his practice. This meant choosing topics that addressed common concerns, highlighted his advanced techniques, and gave a clear picture of his approach to care.

From there, we moved into scripting and production. We wanted things to be clear and to the point. Basically, enough information to educate, but not so much that it became overwhelming. We focused on getting the tone right: professional but calm, informative but relatable. 

Each video served a purpose, but together, they created something larger: a content library that introduced the doctor, educated the patient, and supported the practice’s broader digital presence.

The Impact: What These Videos Achieved

We did not want these videos to be just another piece of marketing. We wanted them to be useful for both the practices and the patients. Patients began watching them to understand procedures before appointments. In some cases, they even brought up specific videos during consults, saying the explanations helped ease their anxiety and made them feel more prepared.

Beyond that, the videos added structure and depth to the practice’s digital presence. They offered a face-to-face introduction to Dr. Merkow, which made the experience feel more personal from the start. 

The videos also have long-term value. Because they were not rushed or overly trendy, they’re able to live on as evergreen content. That means they’ll continue to support the practice, educate new patients, and reinforce Dr. Merkow’s expertise well beyond the day they were published.

Your Turn: What We Can Do for Your Practice

If you’ve been thinking about how to improve your online presence but aren’t sure where to start, video is a good place to begin. It allows you to speak directly to your patients, answer the questions they’re already asking, and show them who you are beyond the credentials. 

We handle the entire process, from content planning and scripting to filming and editing, so you don’t have to figure it out on your own. We work around your schedule, shoot on-site to make the content feel real and relevant, and deliver videos you can use across your website, social media, and patient consultations.

Every doctor has a story worth telling. Video just happens to be one of the most effective ways to tell it. If you’re ready to start showing your patients more than just a headshot, we’re here to help you get started.

Ready to Connect with Your Patients on a Deeper Level?

At Patient10x, we understand the unique power of video to transform how doctors connect with their patients and grow their practices. Just as we helped Dr. Merkow bridge the gap between expertise and understanding, we can help you tell your story, explain complex information clearly, and build trust before the first appointment. Our dedicated medical video production services handle every step of the process, from strategic content planning and engaging scriptwriting to professional filming and polished editing. We make it easy for you to create authentic, impactful video content that resonates with your target audience and elevates your online presence. Ready to take your digital marketing to the next level and connect with patients in a meaningful way? Contact Patient10x today for a free consultation and let's discuss how video can help your practice thrive.