Matthew Ray Scott's Linkedin Analytics

Honored to break bread with my Content Crib tribe at The Scott Bunk House. Jessica Zampedri, MBA Rebecca Kinney Cheryl Halbert Adrianne Rivas Lindsay Kough Starting in October, Content Crib will be a refferal-invitation gathering. The truth? The people who aren't interested... still won't be interested. The people who don't get it... still won't get it. But the people who are already in the room? They know exactly who else should be there.

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.

Finding Your A-Game: Why Content Crib Is Now Invite-Only "If you didn't bring your A-game, you won't find it on the driving range." That's what my father, a scratch golfer, told me as I frantically practiced two hours before our tee time. He was right. And it made me think about Content Crib. Most conferences try to be everything to everyone. More attendees. More tickets. More noise. But what if that's the driving range trap? You don't find your tribe by casting a wider net. You find it by recognizing who's already there. That's why Content Crib is now invite or referral only. Not to exclude. But to focus. Not to limit. But to deepen. The truth? The people who aren't interested... still won't be interested. The people who don't get it... still won't get it. But the people who are already in the room? They know exactly who else should be there. Today, I spent 90 minutes with three tribe members, diving deep into their upcoming project. The conversation went well beyond anything we could have covered at the two-day event. Because communities aren't built with registration forms. They're built with relationships. Your A-game in community building isn't found in last-minute marketing pushes. It's in recognizing what you've already created. Content Crib isn't becoming more exclusive. It's becoming more intentional. And in a world of algorithms and automation, intention might be the only thing that matters. Who's in your tribe? And have you asked them who else should be?

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.

Dr. Scott Sigman - The Surgeon (DOL) Blueprint Scott Sigman MD and I present a comprehensive framework for healthcare professionals seeking to establish digital thought leadership. The blueprint how Dr. Sigman, drawing from his successful career as both a practicing surgeon and digital opinion leader (DOL), will share insider strategies for navigating a tasteful book deal, TED Talk, med tech monetization, speaking enagements, digital courses, and symposiums. We will continue the conversation in a extended Q&A session. This is your opportunity to get personalized insights into the unique challenges facing healthcare professionals in the digital space and receive expert guidance on your specific situation. The healthcare-focused sessions provide specialized insights for medical professionals seeking to build digital authority while navigating industry-specific challenges. Dr. Scott Sigman's proven blueprint offers a roadmap for establishing yourself as a respected digital opinion leader while maintaining professional credibility. These sessions acknowledge the unique position of healthcare professionals in the digital landscape and provide targeted strategies for leveraging expertise while adhering to regulatory guidelines. Whether you're looking to enhance your practice visibility, establish thought leadership, or develop alternative revenue streams, these sessions deliver actionable frameworks tailored to the healthcare context. 2-3 May, Content Crib 4.0, Portland, Maine Registration at https://lnkd.in/gDQf9ZSv

"I'm your huckleberry." Four words from Val Kilmer's Doc Holliday. Four words that changed everything. Not because they were famous. But because they were fearless. We misunderstand what he meant. It wasn't "I'm your man" or "I'm game." It was deeper: "I am precisely the reckoning you've been asking for." In business, we play it safe. We hedge our statements. We qualify our expertise. We soften our edges. "We offer solutions that might help..." "Our approach could potentially..." "We think we can possibly..." Meanwhile, your customers are looking for someone who says: "I'm your huckleberry." What if instead, when your perfect client appeared with their perfect problem, you simply said: "I'm your huckleberry." That's not arrogance. That's clarity. And clarity is magnetic. What declaration are you ready to make today? 📍 I help surgeons avoid the money pit of traditional marketing, digitize trust, and monetize their reputation. "I'm your huckleberry"

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?

The Road Trip That Changed Everything They weren't supposed to be there. [My ideal Content Crib story would look like this] Five med tech sales reps, crammed into a vintage VW van, crossing three state lines to Portland, Maine. Their companies said no. "We don't have budget for that.” Translation: "We don't see the value." But these five saw something different. They saw that in a world where every sales rep has the same pitch, same slides, same approach... sameness is the enemy. So they did what remarkable people always do: they chose themselves. They didn't ask for permission. They created permission. Five people in one Airbnb. Sleeping bags on floors. Coffee from a machine that barely worked. But they weren't there for comfort. They were there for transformation. While their colleagues were sending the same emails, making the same calls, having the same conversations... These five were learning how to earn attention in a world that's taught to ignore you. They were discovering how to create engagement when everyone else is creating noise. They were building the skills to stand out when the industry rewards fitting in. The most valuable thing they brought back wasn't the notes they took. It was the story they could now tell. They document the journey: -Lost enroute -Find their tribe -Gain a sales GPS Because now they're not just med tech sales reps. They're the ones who believed enough to show up when no one told them to. They're the ones who invested in themselves when no one else would. They're the ones who can now see the matrix when everyone else is still plugged in. The road trip to Content Cribb wasn't just about learning new tactics. It was about becoming the kind of professional who makes their own weather. The question isn't whether you need what they found. The question is: what's your VW van moment? What journey are you avoiding because no one authorized it? The people who change industries don't wait for permission. They pack the van and go. - - - Not one group of buddies willing to invite us into a great story? Is their ONE sales manager in the United States willing to lead this epic road trip with their team? If this is you - DM Content Crib

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 Small Town Advantage Twelve kids from the Ozarks. From Little League World Series to college scholarships. 85% full rides. One small town. This isn't about baseball. It's about something most of us have forgotten. We celebrate the solo genius. The standout star. The individual achiever. But what if the real magic happens when people grow together? We didn't just play together for a season. We played together for a decade. We failed together. We succeeded together. We built something that recruiters couldn't ignore. Here's what most parents miss: It's not about finding the perfect team for your child. It's about helping your child build the perfect commitment to their team. The kids with the advantage aren't the ones with private coaches and showcase tournaments. They're the ones who learn to stick. Because talent is everywhere. But commitment over time? That's rare. And colleges know it. Employers know it. The world knows it. In an age of constant pivoting, job-hopping, and short attention spans, the ability to stay committed is a superpower. The market is flooded with talent. But it's starving for reliability. Us kids from that Little League team didn't just develop baseball skills. We developed trust. We developed resilience. We developed the ability to work through conflicts instead of walking away from them. Your child doesn't need the perfect program. They need time to develop with others who are also developing. Your team doesn't need the perfect members. It needs members who perfect their commitment to each other. Your community doesn't need perfect neighbors. It needs neighbors who stick around long enough to create something that matters. Small towns understand this. They don't have the luxury of constant replacement. So they build what they have. What if the advantage isn't resources? What if it's relationships? What if the edge isn't access? What if it's persistence? What if success isn't about standing out alone? What if it's about standing together over time? Those scholarships weren't just recognition of baseball skills. They were recognition of something far more valuable: The ability to commit. The ability to grow together. The ability to build something that lasts. What are you building that will last? Who are you growing with? And what would happen if you stayed long enough to find out how good you could become together? Bet you can’t find me?

The Reverse Funnel Paradox: Why Our Content Crib Tribe Just Got Smaller (And More Powerful) Most growth strategies follow a predictable pattern: cast wider nets, fill more seats, scale up. We're doing the exact opposite. The Last Open Invitation After three wildly successful Content Crib gatherings, we've made a counterintuitive discovery: The most transformative connections aren't random. They're curated. On May 2-3 in Portland, Maine, we're hosting Content Crib 4.0 – the final one with an open invitation. Because we've realized something that changes everything. What We Actually Built (Hint: Not a Conference) Conferences are transactional. We've built something transformational. Conferences collect attendees. We've cultivated a tribe. And not just any tribe – we've assembled the rarest birds in healthcare: - Billion-dollar MedTech innovators swimming against the current - Surgical specialists transforming clinical expertise into digital influence - Healthcare entrepreneurs recoding the patient experience These pioneers don't need another PowerPoint presentation. They need each other. The Obvious Mismatches We've watched it happen with painful clarity. We’ve invited thousands: The social media managers look bewildered. The Med Tech VPs shift uncomfortably. The sales and marketing teams check their watches. Indifferent It's not their fault – they're solving different problems. They're focused on product marketing. Our tribe is building legacies. They're chasing quarterly metrics. Our tribe is chasing revolution. They're optimizing trade show optics. Our tribe is fundamentally reinventing thought leadership. The Invitation-Only Inflection Point Starting with our October gathering, Content Crib becomes referral-only. Not to be exclusive. To be intentional. Every past participant can invite one person – one kindred spirit who gets it at a molecular level. One new voice that strengthens our chorus rather than diluting it. The Compounding Returns of Coherence When we pack a room with surgeons becoming digital opinion leaders who can monetize their hard-earned expertise... When we connect MedTech visionaries who are allergic to the "sea of sameness"... When healthcare entrepreneurs who see the entire chessboard start comparing notes... Something exponential happens. The collective intelligence in the room doesn't add up – it multiplies. The Paradoxical Growth Strategy What if the next stage of growth isn't about scale? What if it's about depth? What if fewer, but perfectly aligned participants create more transformative outcomes than a room full of casual observers? That's our bet. And we're all in. The most valuable communities aren't bigger. They're better. Come find your people. If you already know you belong, you probably do. And if you're wondering if this is for you – it probably isn't. That's not gatekeeping. That's matchmaking.

My rules for being a med tech to lifestyle design entrepreneur. (These are my non-negotiables) 1. Don't work w/assholes 2. Never carry someone else's quota 3. Residual income - must make money while you sleep 4. Can only be one decision maker. No more sell to VAC Committee 5. Would you rather be the King of Arkansas or Prince of San Diego (Cost of living) 6. Get busy building your dreams or work on helping someone else build their dreams Following these helped me build three $7-figure businesses, abandon the concept of retirement, and hire my tribe (family/friends).

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.

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

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”

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!

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?