Why Every Doctor Needs Video Content – A Case Study with Dr. Max B. Merkow

When you’re searching for a new doctor, especially a specialist, you probably don’t just pick the first name that shows up online. You want to know more. Who is this person? Do they actually explain things well? Can they break down complex procedures in a way that makes sense to someone who didn’t go to med school? Most patients today think the same way. They don’t just want credentials, they want connection. And video content has quickly become one of the most effective ways to build that connection before a patient ever steps foot in the clinic.

This shift is exactly what led us to work with Dr. Max B. Merkow, a board-certified neurosurgeon based in the East Bay. His recent video project is a strong example of how doctors can use video to bridge the gap between clinical expertise and patient comfort.

The Problem: What Most Doctors Are Missing

You might have years of experience, advanced training, and a reputation for excellent care, but if that doesn’t come through online, patients won’t know what sets you apart. For many doctors, the digital presence stops at a headshot, a short bio, and maybe a few scattered reviews. That might have been enough a few years ago, but it’s no longer how people make decisions about their health.

Patients today don’t just want to know what you do; they want to understand how you do it and why they should trust you. But here’s the challenge: most medical websites still speak in clinical language, which can confuse the patients, and this gap can create hesitation.

When potential patients don’t feel informed or reassured, they keep searching and click away. It’s not because you’re not capable; it’s because your story isn’t being told in a way they can relate to. That’s where many practices fall short. 

The Vision: What Dr. Merkow Wanted

Dr. Max Merkow understood that medical expertise alone isn’t enough to reach the right audience. He wanted to do more than list his credentials or describe procedures in clinical terms. He wanted to connect to his potential patients. His goal was to create content that felt approachable while still reflecting the depth of his training and experience. 

What he envisioned wasn’t just a few informational clips. He was looking to build a stronger digital presence that could support patients through every stage of their journey.

He wanted to answer the questions that patients are too nervous to ask, explain procedures in language that makes sense, and give people a sense of what it’s like to be treated by someone who genuinely wants them to understand their options.