A practice whose website nobody updates.

What the situation looks like

The website was built when the practice opened, or when it last changed its name. It lists a clinician who left, a service the practice no longer offers and hours that changed two years ago. The contact form sends to an address that belonged to a former office manager. The person who built it has moved on, and the login is somewhere in an old email.

Patients still find the site, because it is what appears when they search the practice's name. Referring physicians look at it before sending a patient. Both see a practice that appears not to be paying attention, which is not true, but it is what the site says.

What a practice usually tries

The practice asks a web agency for a new site. The agency asks for the content. The practice does not have the content, because the content is the problem, so the agency writes something generic from the old site and a template. The new site is prettier and says the same wrong things. The form goes to a new inbox that also nobody checks, because the agency built the site and not the process behind it.

The alternative is a staff member who knows a page builder and updates the site in their spare time, until they do not have any, at which point the cycle restarts.

How the four handle it together

The Marketing Surgeon plans and writes the site for the people who send the practice its patients: the referring physicians and the patients themselves. Every page is written from what the practice actually does today, approved by the practice, and set down in a brand the staff can reuse.

The Medical Engineers builds the site, instruments it so the practice can see what is being read, and connects the inquiry form to the practice's own systems rather than to an inbox. Because the same business set up or integrated the EMR, the form can create the inquiry where the front desk already works.

Medical AI Videos supplies the condition and procedure videos on the service pages, approved by the practice's clinicians. The staff placed by The Medical Staffers are the ones who answer when the form is filled in, inside the systems The Medical Engineers connected. When a clinician joins or leaves, or a service changes, the practice tells its contact once and the site, the leaflets and the videos change together.