Matthew Ray Scott's Linkedin Analytics

Content Crib 4.0 Portland, Maine About to Kick Off Friday Night. Sierra, our daughter, will be photographing and filming the event. My hope: Surgeons and healthcare content creators learn to find/shape/amplify their voices. Content Crib 4.0 focus: Case Studies Content Crib 5.0 focus: Gameplan. The exact brand strategy gameplan (work the plan) over day and half we implement for top healthcare brands and surgeon thought leaders. Valued at $5700 dollars.

The Surgeon Selfie Trap Another doctor. Another selfie. Another LinkedIn post. "Look at me. I'm a physician." I’m a recovering selfie savant. But here's what the selfie says: "I'm the hero of this story." And here's what medicine actually is: A story where the patient is the hero. The selfie approach isn't just limiting. It's backwards. Because medicine isn't about the doctor. It's about the healing. It's about the journey. It's about the transformation. When you lead with your face, you're saying: "Trust me because of who I am." The alternative? Show the work. Show the impact. Show the why. Instead of a selfie in scrubs, show: - The whiteboard where you explained a complex condition - The thank-you card from a patient's family - The medical illustration that finally made it click - The team huddled around solving a problem - The quiet moment before surgery begins Instead of "Here I am," say: "Here's what matters." Instead of building a personal brand, build: - A bridge to understanding - A narrative of care - A community of healing - A voice for the voiceless The best digital thought leadership for a physician isn't: "Look at me." It's: "Let me help you see." What story would you tell if you weren't in the frame?

Kevin Brown 🎸 took us on a journey (literally) - drive from NC to Vegas Cybertruck AAOS Ruckus Roadtrip! 1. Not a dry eye in the house as Kevin shared his WHY. 2. How he has reframed the modern distributor to include title: Media Agency.

Kuros Biosciences asked for different, so I debunked surgeon thought leadership in Miami Beach: 1. Reframe What a “Thought Leader” Actually Is • Not just someone with opinions—but someone whose experience becomes content that builds trust at scale. • The future “KOL” isn’t waiting for podium invites—they’re attracting opportunities because they’ve already become the signal. 2. DOL vs. KOL: The New Game • KOL: Key Opinion Leader (invited, reactive) • DOL: Digital Opinion Leader (visible, proactive) • DOLs get the first call. They don’t wait—they create authority. 3. Document, Don’t “Promote” • Don’t sell. Teach what you see. • The patient who walked in limping and walked out pain-free? That’s a story worth capturing. • Replace polished perfection with everyday proof. 4. Prescribe Trust with Video • Why a 60-second pre-consult video outperforms 10 years of “About Me” copy. • Evergreen trust triggers: Pre-surgery walk-through, post-op encouragement, FAQ answers. • Show them how one-time recordings become 24/7 ambassadors. Joe Ross / Jantzen Cole / Hannah Bray thanks for the invite and hospitality.

When Silence Isn't Neutral The Naval Academy told Ryan Holiday to remove slides about banned books before his lecture on wisdom. He refused. The lecture was canceled. This wasn't about politics. It was about integrity. In healthcare, we face the same choice daily: Do we speak uncomfortable truths or maintain comfortable silence? Do we challenge harmful practices or preserve professional harmony? Do we present a solution or air a grievance? When we choose silence to avoid "controversy," we've already taken a side. The truly neutral position isn't avoiding difficult topics. It's having the courage to address them with clarity, evidence, and respect. Your medical expertise matters. But your willingness to stand for something matters more. What truth are you avoiding saying today?​​​​​​​​​​​​​​​​ (Jordan Harbinger - image source credit? YouTube link in comments.

The Courage to be Contrarian "Take the money." "Pack the room." "Segment your audience." That's what everyone told us about Content Cribb. But conventional wisdom is often just conventional. Rarely wisdom. We chose a different path. -No financial support from medtech companies. Not a penny. -Fewer attendees, not more. -Surgeons and healthcare thought leaders in the same room, not separated. -referral/invite, no general admission. The easy path was clear. The right path was different. Because real innovation doesn't happen in echo chambers. Real transformation doesn't come from crowded rooms where nobody connects. Real independence doesn't arrive with strings attached. What if the most valuable thing we could offer wasn't scale, but intimacy? What if the most powerful conversations happened across boundaries, not within them? What if financial freedom meant saying "no" to the money everyone said to take? The market rewards conformity until it doesn't. The audience craves authenticity until they get it. The industry expects compromise until someone refuses. That someone is us. At Content Cribb, we're not just creating another medical conference. We're creating space for the conversations that matter. When was the last time you chose the harder right over the easier wrong?

This isn't another men's self-help book. It's a pause button. For men who never stop pressing the accelerator, this is an urge for reflection, a pause point to press it. Because here's what nobody tells you about being a man: The journey isn't linear. It's cyclical. Like seasons. Like tides. Like life itself. What's a men@pause? It's that moment when: The career ladder feels like a hamster wheel The big house feels empty The achievements feel hollow The map stops making sense Sound familiar? But men? We're told to push through. Power on. Pretend it's fine. Here's the real story: Every man goes through multiple men@pauses: At 25 when the script stops working At 35 when success feels like a cage At 45 when meaning matters more than money At 55 when changes make you question where you are going At 65 when legacy becomes real At 75 when you question your relevancy This book is about: The pauses between the chapters The spaces between the stories The silence between the noise The wisdom between the words It's for: The CEO questioning his climb The son without a father looking for a voice The father finding his way The divorcee starting over The male survivor struggling The retiree reinventing himself Each chapter is a permission slip: To stop To question To reimagine To begin again You'll learn: How to turn Pro and form Me, Inc. How to find your six (the men who'll carry your casket) How to pray like a monk and live like a fool How to write your epitaph while you're still breathing This isn't about: Quick fixes Ten-step programs Magic bullets Easy answers It's about: Real conversations Raw truth Deep wisdom Next chapters Because every man needs: A pause to reflect A pause to reset A pause to redirect A pause to begin men@pause is: Not a crisis Not a breakdown Not an ending It's a breakthrough. A beginning. A becoming. This book won't: Solve all your problems Give you all the answers Tell you who to be It will: Ask better questions Share deeper truths Show you who you might become Because the truth about men@pause? It's not a moment to get through. It's a doorway to walk through. Ready to pause? Arriving October in bookstores near you.

Content Crib 5.0 isn't a conference. It's a transformation chamber. October 10-11. Bentonville, Arkansas. Deep in the Ozarks. Far from your inbox. Here's what won't happen: - Lectures from "experts" - PowerPoint presentations - Case studies you've heard before - Generic advice that works for everyone (and therefore, no one) Here's what will happen: You'll arrive with questions. You'll leave with your blueprint. Not someone else's framework. Not a template you downloaded. Your personal thought leadership game plan. Whether you're: - A surgeon who wants to monetize their reputation outside of the OR - A healthcare content creator ready to scale impact - A marketing director tired of traditional product marketing This isn't about learning what to do. It's about planning exactly how you'll do it. Two days. Zero lectures. One outcome: Your digital authority roadmap. Because here's the truth: You don't need more information. You need transformation. You don't need another conference. You need a crucible. To finally bridge the gap between what you know and who knows it? Content Crib 5.0. Invite-only. Alumni gathering. Come with ambition. Leave with a plan. The Ozarks are waiting. So is your future audience. --- Jason Mahnke and Tony Sommer #ContentCrib5 #ThoughtLeadership #DigitalAuthority #BentonvilleAR

Joe Urban moved mountains to launch Content Crib 4.0 this weekend in Portland, Maine. He delivered more than answers to my quesitons: 1 From PSYOP to Pacesetter:
You and I both cut our teeth as Psychological Warfare officers, where the mission is to persuade under extreme pressure. How did that training sharpen your ability to frame the right message, for the right audience, at the right moment—and how does that same mindset now guide the way you communicate with patients, surgeons, hospital CFOs, and Wall Street on a daily basis? 2 The Anatomy of a Movement:
Zimmer Biomet’s new “You’ll Be Back” campaign with Chief Movement Officer Arnold Schwarzenegger reframes joint replacement around comeback stories, not clinical specs. Walk us through the build-up: What organic signals told you the market was ready, how did Arnold become the “one perfect voice,” and what metrics will convince you the campaign is more than a catchy tagline? 3 Influencer ≠ Spokesperson:
What did you learn from working with a globally recognizable figure that surgeons can apply when selecting micro-influencers—or becoming Digital Opinion Leaders (DOLs) themselves—without losing clinical credibility? 4 KOL to DOL—The New Chain of Command: 20 years ago industry prized Key Opinion Leaders who dominated podiums. Today we need Digital Opinion Leaders who dominate newsfeeds. What specific behaviors or content formats convince you a surgeon is ready to leap from KOL to DOL, and how does Zimmer Biomet empower that transition? 5 Personalized Video as a Trust Trigger:
In our device world, a single missed cadence can cost the sale. Where are you seeing personalized video shorten the “know-like-trust” curve in hospital committees or patient education—and what’s still holding most clinicians back? 6 Story-Driven Compliance:
Orthopedics is highly regulated. How do you balance the emotional pull of a comeback story w/the legal guardrails of device marketing so that authenticity survives the MLR (Medical-Legal-Regulatory) gauntlet? 7 Data Meets Dopamine:
You oversee mountains of post-market data. How do you fuse hard outcomes (revision rates, PROMs) with soft signals (social listening, engagement) to decide whether a narrative is truly moving the market needle? 8 Leading in 3D (Device, Digital, Decentralized):
Your teams span R&D labs, TikTok feeds, and remote OR support hubs. What leadership habits keep those silos aligned around a single brand story, and where do you still feel the friction? 9 AI + Human Insight:
As AI transforms everything from implant design to copywriting, where do you see the sweet spot for “co-creation” between algorithms and authentic surgeon voices—and what ethical red lines are non-negotiable? 10 The Field Manual for Movement Makers:
If you had to issue a one-page “operations order” to our Content Crib surgeons and med-tech marketers on how to turn a single piece of thought-leadership into a full-blown movement, what would the top three directives be?

My 7 year North Star plan: 1. SMALL is big enough. Strive to keep our physician brand agency from growing any “bigger.” Different is better. 2. Build an Ortho Mafia Poets\Content Crib Studio Property and plant a flag in Bentonville, Arkansas for healthcare thought leadership training center. 3. Ya-Ya and Nona. I’m dusting off my culinary school diploma and repurposing the commercial kitchen at the Ortho Mafia Poets\Content Crib studio as an invite-only underground restaurant and grandmother “pass along” cooking content channel. Not joking. 4. Live, work, and play in Europe 3 months each year. Starting in 2026. What’s one of your upcoming aspirations that may not be obvious to most people?

Getting laid off wasn’t a pink slip. It was my blank page. 15 years ago, I went from med tech sales and marketer to a physician brand guide. In 2010, I spent my days dialing doctors and offering to help build their websites and find patients on the internet. [Crickets] 2013 -med tech companies hired us to help develop videos. Advertising and Marketing awards awarded. 2018 -we became the Jerry Macguire surgeons never knew they wanted. 2019 - voted Best Cause Marketing Agency by The American Marketing Association Took me, almost 15 years, to figure out who we’re becoming. 2025 - we train surgeons how to avoid the money pit of traditional marketing, digitize trust, and monetize their reputation. Key career takeaways: Don’t work w/assholes Never carry someone’s quota Figure out how SMALL is big enough

The Hidden LinkedIn Economy I’m forming $7-figure partnerships without a single job posting. Here's how it works: Your content isn't just content. It's a trust portfolio. Every post. Every comment. Every reaction. These aren't social media activities. They're tiny deposits in relationship accounts you don't even know you're opening. For 17 years Eric I Anderson and I worked together at Big Ortho, until we decided to launch Virtual Sales Rx, Content Crib, and now Physician Content Studio. For three years, I’ve been watching Seth Turnoff share campaign insights. For four years, Amanda Cardwell Carones MPH been noticing our perspective on physician branding. Five years ago, I sent a personalized video to Scott Sigman MD LinkedIn DM. To date, we helped brand launch OrthoLazer, deliver TEDx Talk, co-author a book, and teach Big Ortho Physician Digital Thought Leadership. Neither of you planned it, but you've developed something precious: Know. Like. Trust. Without a single coffee meeting. The magic isn't in the platform. It's in the patience. "I don't need an employee. I need a partner. And I already know who you are." No interviews. No onboarding. No traditional hierarchy. Just two specialists creating value together because content revealed compatibility. The transaction costs just dropped to nearly zero. The hidden economy isn't about hiring. It's about alignment. It's not about filling positions. It's about finding complements. It's not about employment. It's about partnership. The jobs are visible to everyone. The partnerships are visible only to those paying attention. Which economy are you participating in?

The Family Business Paradox Most family businesses fail. Not because families can't work together. But because they work together like a family. The conventional advice? Keep business and family separate. Draw clear lines. Hold regular meetings. But that misses the whole point. Family businesses thrive not when they act like corporations with DNA in common, but when they leverage what makes families special in the first place. Here's the contrarian truth:  Your mother sees things you don't.  Your children question assumptions you've forgotten you're making.  Your spouse holds the trust of both generations in ways you never will. The traditional org chart is vertical. The family map is circular. When you try to force the circle into straight lines, you lose exactly what gives you an edge. The winning move? Stop trying to "professionalize" family out of your family business. Instead, create space for the tensions that only exist when people who share Sunday dinner also share balance sheets. Your mother remembers why you started.  Your spouse sees who you become under pressure.  Your children imagine futures you haven't considered. The businesses that last for generations don't survive despite family dynamics. They thrive because of them. What if the most professional thing you could do wasn't to separate business from family, but to intentionally design for both? 📍 At FEED, we've built an $8-figure revenue physician thought leadership brand agency helping surgeons to monetize their reputation. Working with my mother, wife, daughters, and best-friends while living, working, and playing in Northwest Arkansas.

When we started Content Crib, we had it all wrong. We envisioned a conference for MedTech senior leadership focused on thought leadership development and virtual sales enablement. The result? Crickets. Complete indifference. Except Joe Urban. He’s not operating from the same safe playbook as others. Then we pivoted—reaching out to surgeons interested in digital thought leadership. The response was immediate and enthusiastic. Soon after, healthcare entrepreneurs and lifestyle design visionaries began joining our community. What we've learned: The right people find you when your mission resonates. That's why we've made a crucial decision: Content Crib is now invite/referral only. Instead of chasing potential attendees who haven't engaged in two years, we're doubling down on those who already see the value—creating a space that's mutually exclusive rather than desperately inclusive. Quality over quantity. Depth over breadth. Commitment over curiosity. For those already in our circle: thank you for making this community what it is today. For those interested: the door isn't closed, but the path now runs through our existing members. Sometimes, the most powerful communities are the ones you have to be invited to join. 10-11 October at Bentonville, Arkansas

Transformative Insights from Content Crib 4.0 in Portland, Maine Just returned from an incredible few days at Content Crib 4.0 in beautiful Portland, Maine, where healthcare leaders and surgeons shared game-changing strategies for digital thought leadership and personal growth. The opening keynote by Joe Urban President of Zimmer, emphasized how critical it is for medtech companies to control their narrative through strategic storytelling with influencers. His message about amplifying aspirational brand messaging resonated deeply, and his personal tips on breaking through fear barriers for career advancement were both practical and inspiring. Kevin Brown 🎸 redefined the modern-day distributor role before our eyes, showcasing innovative approaches to messaging across various platforms, particularly podcasting. His experimental marketing campaign—driving a Tesla Cybertruck from North Carolina to Las Vegas with medtech sponsorship—demonstrated the power of bold, attention-grabbing content strategies. Mike Nathan, MBA journey from medtech to building over 18 different companies (some reaching 7-8 figures!) was truly motivational. His insights for physicians and medtech professionals on creating profitable side hustles offered tangible pathways for diversifying income streams and business opportunities. Seth Turnoff educated us on the evolution from organic LinkedIn content to what he calls "searchless marketing"—creating campaigns that position providers exactly where patients are looking for them. His strategies for anticipating and meeting patient needs online were revolutionary. Scott Sigman MD is a closer. Dr. Sigman shared his from KOL to DOL evolution. Surgeon’s that want to avoid the traditional money pit of marketing learned how he developed content that earns attention, attract media attention, monetize his reputation with industry. - - - A special thank you to all the road warriors, flight catchers, and journey makers who traveled from near and far to make Content Crib 4.0 such a melting pot of ideas. Your presence transformed a conference into a community, and your insights were the true north of our compass. Here’s to the adventures that brought us together and the innovations that will carry us forward!

The Secret Closer Twenty-five years ago, I made a discovery. Our VP of Research had a PhD. I was VP of Sales. But here's the thing—he was the best salesperson on our team. G. Bryan Cornwall, PhD, MBA, PEng would walk into surgeon meetings with his research credentials and fancy degree. Then he'd do something magical: he'd actually listen. He'd connect. He'd close deals I couldn't touch. Turns out, the best salespeople aren't always in sales. While I was learning the art of the pitch, Bryan was mastering the science of trust. His PhD wasn't a barrier to sales—it was his secret weapon. So I started bringing him everywhere. The "research guy" became our closer. But here's what happened next: Twenty-five years of weekly phone calls. Raising kids as neighbors in San Diego. Wine conversations that turned into wisdom. Marathons and mountain climbs. Trips to different countries where the real insights lived between the cobblestones. All of it led to something neither of us expected: an upcoming book called men@pause - a collection of maxims born from those conversations, those adventures, those moments when work became friendship and friendship became something deeper. The most creative, leadership-minded VP of Research I've ever met? Bryan Cornwall. Hands down. But more than that—he taught me something about titles: They tell you where someone sits. Not who they are. Not what they can do. Not how they think. The best partnerships happen when you stop looking at the org chart and start seeing the person. Here's to 25 years of discovering that the person next to you might just be exactly who you need. Even if their business card says something else entirely. #Leadership #Friendship #Sales #Research #Partnership

I checked on Sweet Sandi after the hailstorm, expecting grief. She smiled, looked at the wreckage, and said, “It’ll grow back. Beauty knows how to begin again.”

Because Content Crib isn’t just coming to town. Content Crib is becoming something different: • An invite-referral only masterclass (Bentonville, Arkansas and Portland, Maine) • A weekend of deep dives and step-by-step gameplan building • A tribe of healthcare leaders who understand that digital presence isn’t optional But here’s what’s next: Just like TED became TEDx, Content Crib is coming to your community (location or specialty). Not because we need to scale. But because this message needs to spread. Imagine this… Who leads Content Crib Richmond? Michael Nelligan Who leads Content Crib Solopreneurs? Diana Rollins Who leads Content Crib Nebraska? Jason Mahnke Who leads Content Crib Optometry? Tony Sommer Who leads Content Crib Young Guns? Robert Johnson and Ryan Nelligan Who leads Content Crib Leadership Labs? Gerry Savage, MBA And so forth. The future of healthcare isn’t just healing—it’s being heard before it hurts. If you think your community (location + specialty) is the next Content Crib, it may make sense to chat. DM “CCx”

Today's the day we're supposed to post about our mothers. To share the perfect photo. To write the perfect tribute. To perform gratitude. But here's what I learned about my mother: She wasn't interested in being celebrated once a year. She was interested in being seen every day. She read mystery novels in the bathtub until the water got cold. She made the world's most mediocre meatloaf but served it with the confidence of Julia Child. She argued with Little League baseball umpires like they feared her. She kept every homerum I ever hit (Little League to College) because "someday you'll want proof you were the next Babe Ruth." Here's the thing about mothers: We celebrate them for what they gave up. Instead of who they chose to become. We thank them for sacrifice. Instead of strategy. We honor their service. Instead of their vision. But my mom? She didn't lose herself in motherhood. She found herself through it. So today, don't just thank your mother. See her. Not the role. The person. Ask her about the dream she's chasing. The thing she learned yesterday. The person she's becoming tomorrow. Because the greatest gift you can give your mother isn't gratitude for what she's done. It's curiosity about who she is. Happy Mother's Day to all the women who understood that being a mother was just one of the many interesting things about them. And to my mom, who taught me that the best way to love someone is to be fascinated by their becoming. Even when they're becoming someone who thinks their mediocre meat loaf is great. --- What's the most interesting thing about your mother that has nothing to do with being your mother?

The Johnny Cafaro Exception There's a guy named Johnny Caffaro He's ridiculously good-looking. The kind of good-looking where people don't get tired of seeing his face. Where every photo looks like it was shot by Annie Leibovitz. Where his morning coffee selfie could be a magazine ad. For Johnny, posting photos of himself makes perfect sense. Because when you're that ridiculously attractive, your face IS your brand. Your presence IS the product. Your smile IS the strategy. But here's the thing about the Johnny Cafaro Exception: Most of us aren't Johnny Cafaro. And that's actually great news. The trap isn't being less attractive than Johnny. The trap is thinking you need to compete with Johnny. On Johnny's terms. With Johnny's tools. In Johnny's game. When someone follows Johnny, they may want to see Johnny. Bonus: he shares great insights. When someone follows you, they want to see what you see. Different game. Different rules. Different winning strategy. So ask yourself: Are you posting photos because you're Johnny Cafaro? Or because you think you should be? Because the world doesn't need another Johnny. Did I mention, Johnny is incredibly humble and he likely will say. It needs the first you. What would your content look like if you stopped trying to be photogenic and started being authentic?