Procedures researched for months and decided on trust. We keep you on the shortlist the whole way through, and make the surgeon the reason they choose.
“Which surgeon near me is qualified for this, and what do I ask at the consultation?”
Nearby, your surgeon holds the relevant specialist registration, operates at an accredited facility, and publishes a revision policy and recovery guidance. Reasonable questions to ask include case volume, complication rates and who provides aftercare.
This is the outcome we build toward. Shown as a demonstration, not a claim.
A patient considering a procedure has usually been thinking about it for years and researching it for months. They read recovery accounts, watch other people’s experiences, compare surgeons, price the same operation abroad, then hesitate again. The journey ends in a consultation, but it runs long before that and almost entirely without you knowing.
This makes surgery the worst possible fit for marketing that measures the last click. The campaign that gets credit for the inquiry is rarely the thing that earned the trust. Meanwhile the surgeon, not the clinic, is what the patient is actually choosing, and most clinic sites bury the surgeon behind a treatment menu.
Two things have changed recently. Patients now ask AI assistants which surgeon is qualified for a procedure and what to ask at consultation, and those answers name individuals. And overseas providers compete openly on price, which means credibility, accreditation and aftercare have to be visible rather than assumed.
If you have worked with an agency before, some of this will sound familiar.
Form fills are easy to generate and mean nothing here. The numbers that matter are consultations attended and the rate at which they convert to surgery, and almost no agency reports either.
Patients choose a person. Sites built as a catalog of procedures make the surgeon a footnote, which is also why AI assistants cannot name them when asked who is qualified.
A patient six weeks from inquiring wants recovery detail, risks, revision policy and what the first week is really like. Most clinics publish a procedure description and a price, then wonder why the shortlist forms elsewhere.
You cannot win that and should not try. What you can do is make accreditation, continuity of care and what happens if something goes wrong impossible to miss, which is the comparison you win.
Four phases, each needing something different from you. Marketing that only exists in the last one is paying to close patients somebody else convinced.
Months of reading, usually anonymous and often at night. They are learning what the procedure involves and whether people like them are happy afterwards. What wins here is honest content about recovery and risk, and it is the part almost nobody publishes.
Three or four surgeons, compared on qualifications, results and how they come across. Increasingly the shortlist is assembled with help from an AI assistant. Being named requires a surgeon who reads as an authority, consistent credentials, and reviews that mention the procedure by name.
The one part clinics control completely and the one most often wasted. How quickly it is offered, what the patient is told to expect, whether the fee is clear, and whether anyone follows up afterwards decide more revenue than any campaign change.
Weeks between a good consultation and a booked date, spent arranging money, time off and the courage. Patients are lost here silently. Structured follow-up, clear finance information and aftercare detail recover more surgery than any new traffic.
Three stages, run across the whole decision rather than the last click.
Procedure content written for the researching patient, covering candidacy, technique, risks, recovery week by week and revision policy. The surgeon built as a recognizable authority with specialist registration, training and case focus stated plainly, plus the local and structured signals that let an assistant name them.
The consultation treated as the product: offered quickly, explained in advance, fee published, and followed up properly whether or not the patient books. Surgical fees given as ranges with what is included, finance information available without an inquiry, and campaigns compliant with the rules on surgical advertising.
Accreditation, registration and facility made visible rather than assumed. Reviews that name the procedure and describe the aftercare. An open position on complications and revisions, because the patient comparing you with an overseas price is asking exactly that and will choose whoever answers.
The audit tells you whether AI assistants name your surgeon when asked who is qualified nearby.
Dr. Ismail Zakaria
Founder and CEO, IZ Digital. Healthcare practitioner and healthcare entrepreneur.
I am a practicing clinician. I run my own chambers and pharmacies, I see patients, and I have sat on your side of the desk listening to marketing pitches full of numbers nobody could explain.
Surgery is the hardest of these to market honestly, because the patient is weighing a permanent decision and the industry keeps offering them urgency and discounts. The clinics that do it well simply tell the truth in more detail than anyone else, and it works.
When we write your procedure pages, decide how a consultation is followed up, or plan what your reviews should say more of, those decisions are made by someone who understands consent, complications and what a surgeon’s name is actually worth.
The work is the same. What changes is who does it, and how much of your time it takes.
We run your marketing end to end, starting with a 90-day pilot at a fixed monthly fee so both sides can judge results on real numbers before a longer retainer. Advertising spend is billed directly to you, with no hidden margin on your media budget.
Worth setting against your own numbers before you compare it to other quotes. At surgical case values, one recovered patient from the pause before committing covers the pilot many times over.
For practices that want capability in-house: a bespoke strategy for your practice, coaching for you or your team, and training built around your systems rather than a canned course. Often the right fit where a patient coordinator already owns the consultation journey.
The playbooks, procedure page templates and consultation follow-up sequences stay in the building when the engagement ends, which is the point of this track.
So you know what lands on your desk, and when. This is the Done For You pilot. The Done With You version follows the same sequence with your team doing the building.
We record where you and your surgeon stand in Google, the map and AI answers, measure inquiry to consultation and consultation to surgery rather than inquiry volume alone, agree which procedures the quarter is aimed at, and set up tracking that survives a decision taking months.
Procedure pages written and reviewed by a clinician, including recovery and revision detail, the surgeon’s profile and credentials rebuilt as the center of the site, consultation fees and surgical ranges published, accreditation made visible, and compliant campaigns live if paid is part of the plan.
The highest value work in a surgical practice. How fast inquiries are answered, what patients are told before attending, how non-attendance is reduced, and what follow-up exists for the patient who left the consultation thinking about it. No extra ad spend, usually the largest gain of the pilot.
Consultations booked and attended, conversion to surgery, and case value against the week one baseline, plus a re-run of the AI visibility check. Surgery decisions can outlast a quarter, so we separate what has closed from what is still in progress rather than claiming it all.
A fair question for a clinician-led agency, so here is the answer. Dr. Ismail Zakaria sets the strategy, records your audit, writes or reviews anything clinical, and is the person you speak to at every review. Production work, campaign management and reporting are run by a small specialist team to his brief.
That is also why intake is deliberately limited. We take on a small number of practices at a time, and we do not take two competing surgeons in the same area for the same procedures.
We do not publish fabricated statistics or invented case studies, here or anywhere. We do not run fake review schemes. We will not put a countdown or a discount on an operation.
We also will not write a procedure page that understates recovery or omits risk to improve conversion, because in surgery that produces the patient you least want. When we show you results, they will be yours, measured, and real. It is why there are no client logos or testimonials on this page yet, and why the AI answer above is labeled a demonstration.
Then the acquisition side is not your problem and more traffic will make it worse. That is usually a mismatch between what the marketing promised and who is arriving, plus follow-up that stops when the patient says they will think about it. Weeks seven to ten of the pilot are built for exactly this, and it is the cheapest revenue available to most surgical practices.
Ranges, with what is included and what is not, and the consultation fee stated exactly. Patients do not expect a fixed quote before assessment, but a total silence on cost sends them to whoever answered, and AI assistants cannot cite a figure they cannot find. Publishing a range also filters out patients who were only ever going to travel for the cheapest option.
Not on price, and not by criticizing it either, which tends to read as defensive. You compete on the questions a patient asks themselves at two in the morning: who examines me beforehand, who is responsible if something goes wrong, who sees me at six weeks, and what happens if I need a revision. Answer those in detail and the comparison changes on its own.
Where your market and the platforms allow it, and only with consent for that specific use. The rules differ between your own site, social platforms and paid advertising, so in week one we establish what applies to you. We also build the plan so it works without them, since written recovery detail and authority content reach further into AI answers than a gallery does.
Done For You starts as a 90-day pilot at $997 per month, moving to a retainer from $2,500 per month once the results justify it. Ad spend is billed directly to you by the platforms, never marked up. Done With You starts from $7,500 for the first 90 days and is scoped to your practice. Anything beyond that depends on your procedure mix and where you are starting from, which is what the audit establishes.
Yes, and it is usually the stronger case. Patients choose a surgeon, so a single named surgeon with a clear procedure focus is faster to make visible than a group whose site treats every operation equally.
A free recorded audit of how patients currently find you, where they are being sent instead, and what it would take to change that. Run personally by Dr. Ismail Zakaria, with a prioritized fix list.
Three a week, because each one is recorded by hand.