Dr. Rajul Kothari

"when a white coat isn’t enough"

cancer is a terrifying word. for dr. rajul kothari, the corporate takeover of healthcare meant less time with her patients. less time to listen, counsel, and treat. rushed through visits in pursuit of numbers. so she made a choice. quit and open up her own practice. the pivot to entrepreneurship is frightening - especially for physicians who generally don’t learn business as part of their medical training. 

that’s why positioning dr. kothari in a marketplace of specialists is so critical to the success of her business. there are plenty of agencies that help physicians put up a website, optimize it for search, and generate traffic. but those approaches all ignore the most critical element - the relationship a patient feels to their physician. in oncology, that relationship is borderline sacred. 

when the day for the video shoot arrived, we quickly realized that filming dr. kothari in her office would do her no favors - it’s a doctor’s office, after all. a little too on the nose. in the middle of the shoot, we proposed a pivot. and we came back with a strategy to film this video offsite. we secured a sewing studio, paid for it out of pocket, and invested in showing rajul - the human who happens to practice medicine. a voiceover gave rajul the chance to speak without the pressure of a camera in front of her, giving the prospective patient a chance to feel the warmth, kindness, and sharp medical mind for themselves.