This is the order we run it in. Weeks one and two are boring on purpose; they are the part that makes the rest compound.
Weeks one and two: own the ground
Nothing you build in the next ninety days is worth much if it points at a profile someone else controls. So the first two weeks are unglamorous.
Week one. Buy the domain in your own name, not the practice manager's. Get a site up that you own: one page is enough for now, with your name, your specialty, your city, a photo that looks like you, and one way to book. If your only web presence is a hospital directory or a Healthgrades page, this is the week that changes.
Week two. Start the list. A single form on the site: name and email, with a reason to give it. The reason can be the answer to the question you get asked most, written down once. Connect it to a sending tool you can log into. You now own an audience of zero, which is infinitely more than an audience of five thousand followers on a platform that can change the rules tomorrow.
Weeks three and four: the first session
Week three. Film. If you are doing this by hand, block ninety minutes, put a phone on a tripod at eye level in a bright room with nothing on the walls, and answer twenty questions your patients actually asked in the last month. Do not script them. Answer them the way you did in the room. Do not stop for mistakes; keep going.
If you are on the content system, this is the studio session, with a photographer and a videographer, and the twenty questions arrive in advance.
Week four. Cut. Every answer becomes a short piece: the question on the first line, the answer, the one thing to do tonight. Twelve of them become vertical video. The rest become posts and carousels. Put every one on a calendar with a date, and read the whole calendar before anything posts. This is the approval habit, and it is the thing that keeps the content yours.
Weeks five to eight: cadence
Week five. Post daily. Not weekly. Weekly is the median and the median is invisible. Daily is reachable because the month was made in one session, not because you found seven hours a week.
Week six. Ask the front desk what people asked this week. Write the questions down. This is next month's session, and it is the only research method that has ever worked for a practice.
Week seven. Reply to every comment and every review, without confirming that anyone is a patient. Thank them, answer the general question, invite a call. Each reply is a post that other people read.
Week eight. Send the first email to the list. Short, one question answered, one link to the site. Every piece of content now points at a place you own and a list you can reach without an algorithm's permission.
Weeks nine to twelve: the referral loop
Week nine. Send the three best pieces to the five clinicians who refer to you most, with a note: "if a patient asks about this, feel free to send them this." You have just given your referrers a reason to mention you that is not a favour.
Week ten. Get on one stage or one podcast. A local business group, a hospital lunch, a specialty podcast with two hundred listeners. One credible third-party platform does more for authority than months of posting, and the clone library is the reel that gets you booked.
Week eleven. Look at the referral share. If most new patients still come through the same three referrers, the concentration risk is unchanged; keep going. If new patients are now arriving from search and from the list, you have started to own your volume.
Week twelve. Film again. The questions have changed, the delivery is easier, and the calendar for month four is made in one afternoon.
What ninety days does and does not do
It does not make you the recognisable name in your city. That takes a year of daily, and most of the practices that will overtake you in the next two years are the ones that started daily this quarter.
What it does is move you from rented to owned. A site you control, a list you can reach, a library that keeps working, and a filming cadence that fits a clinic day. The practices that pull ahead are not the ones with the best videos. They are the ones still posting in month thirteen.
If you would rather one session a month did this
That is the content system: the session, the clone, the calendar, the approval, the publishing, for a monthly fee priced like software. The plan above is the same plan. The difference is whose hours it costs.