Additional Information
● We are helping people recover from injuries, illness, sickness, brokenness, so basically improving their quality of
life. We don't deal in the crisis, but everything else we fix including crisis prevention and crisis recovery.
● That little part of the middle where things get really messy, really scary and devastating, then that's where you
need the hospital, but once that crisis is over, we will step in for recovery.
● Scale of health
○ We work on the top 75% of conditions related to health.
○ Or the bottom 5%
○ The low end of health where there is risk of loss of life or limb is what medical treatment is for. And thing
that is certain is what we work in. that’s either wellness where there’s no risk of loss, or in chronic cases
where there is an assumption of loss, or no known medical resolution.
Brand Personality
● We're not negative, we're not aggressive, we're deeply rooted in science, and we have a positive outlook on a lot
of things.
● Hopeful, excited, informative, scientific, a lot of warm and fuzzy.
● I realized there's two facts that exist in healthcare. A lot of people have said that, the people that really cared
about them didn't really know how to fix them, and a lot of people that could fix them didn't really care about
them.
● I thought what if we were really good at fixing things, really smart, really well researched, really well
documented, had all of the pieces that we needed, and then we started from a place of really kind caring and
considerate.
● What I decided was that my entire platform was going to be figuring out difficult cases because that's something
that requires all three of the major disciplines: head, heart and hands.
● You need to be well-educated enough, perceptive enough, and you need to pay attention close enough to what
you're doing so that you can accurately process the information about a person, but you have to care enough to
walk with them through all of the different phases that they're going to go through because it's going to be tough
stuff. I focused on difficult cases because if you can fix the hard ones you can fix the easy ones.
● Should be equal parts compelling, compassionate, and expertise.
○ Compelling
■ There is more and better help out there. We use the latest science and clinical expertise to
showcase a whole new set of options that are alternatives and many times as effective or more so
than the convention routes. We are able to fill in the gaps where standards of care fall short. We
use science to provide hope and better options
○ Compassionate
■ We will meet you where you are at. The majority of our cases are people who seek out our help
due to hope or desperation. Either they have heard of the miraculous recoveries people can have
or out of desperation, when they have tried everything else that they can think of and don’t know
where else to go or if they can even get the help they need. We have seen cases where all the
other doctors have given up and the client had been given
○ Expertise
■ We’ve seen this before, we know we can help, and we are experts at what we do. We are the best
choice for you because we can take you through all steps of this we can make sure it's continuous
there's congruency between beginning middle and end and whatever comes
● Reassuring, Confident, and Connected.
○ Domineering, pushy, and authoritarian is wrong.
○ Soft, sweet and sanguine wrong.
○ I think that somewhere in the middle.
○ Calm, steady, strong and wise
● Conversational, with scientific references.
○ It shouldn't be inflammatory, it shouldn't be gossip, but it also shouldn't be like a lecture; just facts and
boring.
○ It should be conversant with some storytelling elements, with scientific references involved, some
explanation.with good visuals
○ I like to use statistics, and things that we can back up with evidence.
● It must be told in a way that people feel like they're being talked with, and not talk down to or not pitched.