Sample work
Content samples
Each post was written to do two things at once: teach something helpful or useful to DSO and healthcare operators, and demonstrate that Craig understands the niche in a way generalist agencies don't.
Craig Graham is the founder of a paid media agency specializing in DSOs and healthcare organizations. He had the expertise, but needed a LinkedIn presence that showed it. Within weeks of launch, the inbound DMs already started. (BTW, this usually takes a couple months to start happening, so this was even surprising for me.)
The challenge
Craig had real expertise in paid media for a notoriously complex niche, DSOs and healthcare organizations. But his LinkedIn profile didn't reflect any of it. Posts were sporadic, his positioning was unclear, and the potential clients he wanted to reach had no way of knowing what he knew.
Inconsistency was just the first challenge. The other was that healthcare buyers (group practice directors, DSO operators, clinic managers) are cautious. They hire people they trust, and trust is built long before a sales conversation ever starts. Without a visible point of view on LinkedIn, Craig was invisible to exactly the people he wanted to reach.
Working with Defne
We started with Craig's positioning by getting clear on who he was talking to, what made his approach to paid media different, and what he wanted to be known for in the DSO and healthcare space. That foundation then shaped everything else: the profile, the content, the articles.
The goal was to build a LinkedIn presence that felt consistent and credible without feeling like a broadcast channel. Something that would attract the right people, like potential partners and clients who were onboard with Craig's thinking before they reached out.
Headline, about section, and featured content rewritten to lead with expertise and speak directly to DSO and healthcare decision-makers
A clear content strategy with topics, post formats, and cadence designed to build authority and stay top-of-mind with the right audience
LinkedIn posts and long-form articles establishing Craig's point of view on paid media, patient acquisition, and growth strategy for DSOs and healthcare groups
Sample work
Each post was written to do two things at once: teach something helpful or useful to DSO and healthcare operators, and demonstrate that Craig understands the niche in a way generalist agencies don't.
The result
Within just a few weeks of launching the new profile and content, Craig started getting direct messages from potential clients and partners. This was awesome to see, since this can sometimes take a month or a few to start showing up.
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inbound DMs from potential clients & partners within weeks of launch
From sporadic to consistent
A LinkedIn presence that builds credibility before the first sales conversation
"Working with Defne on my LinkedIn content helped me start building a name for myself in the healthcare and DSO space. Before, I was posting on LinkedIn sporadically. But once we launched, I started getting DMs from potential clients and partners within just a few weeks."
Book a call and let's talk about how the positioning and messaging strategy can help you build a better foundation for everything else that follows.
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