An Expert in Thought Leadership and Personal Branding

An Expert in Thought Leadership and Personal Branding

When I first met Dr. Adam Perlman, he was already a respected name in the world of Integrative and Functional Medicine, having held leadership roles at institutions like Duke University and the Mayo Clinic. But despite his decades of experience, extensive medical credentials, and national reputation, he lacked something essential for the digital age: a dynamic online presence that reflected his thought leadership and vision for whole-person healthcare.

At the time, Dr. Perlman had recently joined Sync Life, an innovative wellness initiative based in Charleston, South Carolina, where he served as Chief Medical Officer. Designed to offer integrated, tech-enabled wellness experiences, it needed a compelling face and voice. Dr. Perlman was the perfect ambassador and in-house authority. He just needed the right platform with his credentials.

That’s where I came in.

A Brand Story Rooted in Authority and Accessibility

Our goal was twofold: to position Dr. Perlman as a national thought leader in integrative health while also making the Sync Life experience feel personal, accessible and future forward. I started by crafting a comprehensive marketing strategy that aligned with his professional values and clinical expertise, one that honored his legacy in functional medicine while highlighting his forward-thinking approach to holistic care.

Then, we got to work building his official website, DrAdamPerlman.com, as a hub of his philosophy, credentials, and content. The site needed to do more than list accomplishments; it needed to build connection and trust with patients, practitioners, and potential collaborators alike.

30 Days. 30 Videos. 1 Cohesive Message.

The next phase of the project brought us out into the field, literally. Over the course of several weeks, I produced and directed a 30-day video content campaign, capturing Dr. Perlman’s insights on healing modalities like:

  • Acupuncture
  • Flotation therapy
  • Cryotherapy
  • Meditation and mindfulness
  • Yoga and movement therapy
  • The microbiome and nutrient-dense diets

We filmed on-location across Charleston, showcasing local wellness spots that aligned with Sync Life’s mission. From serene yoga studios to smoothie bars serving antioxidant-rich acai bowls, every setting became a canvas for storytelling. These weren’t stiff explainer videos, they were human, grounded, and infused with curiosity, allowing viewers to see a doctor they could both trust and relate to.

Social Media as a Bridge, Not a Broadcast

With strong video assets in hand, I developed and launched Dr. Perlman’s social media presence across Instagram, LinkedIn, Facebook, and YouTube. The goal wasn’t just to gain followers, it was to cultivate meaningful engagement and spark conversations around integrative health practices. Each short-form video was optimized for platform-specific formats and behavior, allowing his message to reach physicians, wellness enthusiasts, and media outlets alike.

By the end of the campaign, we had created:

  • A robust personal brand that married scientific credibility with a modern wellness aesthetic.
  • A fully developed content library for ongoing use and syndication.
  • A strategic foundation for future digital initiatives, speaking engagements, and press coverage.

A Digital Presence That Matches a National Voice

Today, Dr. Adam Perlman serves as the Chief Medical Officer at Pendulum Therapeutics, a cutting-edge biotech company focused on the microbiome. His online presence now mirrors the depth of his career and the clarity of his message. You can see the result of our collaboration on the Media page of his website, where the videos we created continue to educate and inspire.

For me, this project was a reminder of what happens when storytelling, strategy, and purpose align. When a respected physician dares to show up authentically in the digital world, it doesn’t just elevate a brand, it elevates the conversation around health itself.

Creative Direction & On-Location Film Production

I directed and produced 30+ videos with a consistent visual identity and narrative voice, on-location, under real-world constraints. This involved:

  • Scouting and selecting filming locations aligned with the brand (e.g., yoga studios, wellness cafes)
  • Directing talent (Dr. Perlman) to speak naturally yet persuasively on camera.
  • Making rapid decisions on framing, lighting, and pacing, thinking like a director and producer simultaneously


Health-Based Scriptwriting & Interview Framing

I translated Dr. Perlman's clinical expertise into compelling, consumer-friendly scripts that were backed by science and struck a balance between authority and accessibility.

Developed question prompts and loose scripting to draw out natural, unscripted insights.

Ensured messaging remained scientifically sound but emotionally resonant, even when discussing complex modalities.

My Expertise on Thought Leadership Development & Personal Branding

I didn’t just build a site or publish content, I architected a thought leadership platform from scratch:

  • Crafted a brand voice and tone that aligned with both his clinical gravitas and emerging wellness trends.
  • Created a foundational library of media assets for long-term brand building (podcasts, speaking, etc.).
  • Helped position him as a bridge between conventional medicine and functional wellness.

Platform-Specific Content Strategy (Instagram, LinkedIn, YouTube, etc.)

I designed a multi-platform rollout that respected how each audience consumes content:

  • Edited and optimized short-form clips for Instagram Reels, Facebook, YouTube Shorts, and LinkedIn.
  • Crafted posting strategies to engage both peers (physicians, health leaders) and the public (patients, wellness enthusiasts).
  • Monitored performance and adapted messaging for organic reach.

Stakeholder Communication & Mission Translation

I worked closely with a high-level medical executive to translate institutional goals (Sync Life) into digestible narratives that resonated with everyday users.

This required:

  • Synthesizing complex health concepts into simple visual stories.
  • Building consensus between the goals of Sync Life and Dr. Perlman’s personal brand.
  • Coaching a senior physician on how to show up authentically on camera.

Brand Alignment for Healthcare Innovation

Finally, I proved my ability to merge brand storytelling with the future of medicine, which is a rare and valuable skillset, especially as biotech and functional medicine converge.

If you are asking questions like:

“What stories should I tell to show the human side of my professional work?”

“What types of video content should I post to position myself as an expert in my field?”

“What’s the ideal structure for my personal website as a thought leader in my field?”

Then let's get in touch. Email me at hello@vamosbaby.com 

Warmly,

Madeline Johnson, Marketing Strategist & Branding Expert


 

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