Case Study: HeyHealthy & SA Complete
How we helped HeyHealthy and SA Complete build the foundations for marketing their practice.
Across direct care and concierge practices, we see something over and over:
Physicians know their care model works, and they believe in it with their whole being. They see time and time again: their patients experience better outcomes. And yet, they struggle to get the right patients into their office.
All because explaining how this model works (and who it’s for) keeps falling back on the physician to do a job they weren’t trained for: marketer.
To be sure, no physician would prefer to write a website over finally giving a patient a diagnosis they’ve waited years for. After all, they didn’t leave traditional systems to become full-time marketers. They just want to practice medicine with deep empathy and integrity.
Project Overview
Like many direct care clinics, marketing represented a fundamental shift for SA Complete & HeyHealthy, both led by Board Certified Endocrinologist, Dr. Thangudu.
Before working with us, Dr. Thangudu was experiencing:
Long explanations during appointments
Patients booking who weren’t the right fit
Repeating the same education over and over
Hesitation sharing their website because it didn’t do the explaining for them
Meanwhile, potential patients were turning to Reddit threads and Facebook groups—places where the clinic had no control over mostly well-intentioned people explaining “What is direct primary care…” and getting it wrong.
Our Approach
When our clients come to us, they bring a whole lot of words they want to say. Usually, these words and phrases are too complex for the general public, who only really care about one thing: I’m suffering. Can you help me?
That’s what we worked to get to the heart of with SA Complete and HeyHealthy.
We hosted a series of interviews of Dr. Thangudu and her team. They brought their medical expertise and we brought the messaging, marketing strategy, and business perspective, specifically, within direct and concierge care environments.
Next, we studied all of the testimonial material she’d already recorded and used that to validate the message. The goal was simple: future patients should be able to recognize themselves in the words before they ever book.
From there, we developed:
Messaging and website copy that reflected the patients’ own words and experiences
Physician bios that sounded more like empathetic humans than buttoned-up corporate doctors
Clear explanations of endocrinology that communicated depth, experience, and clinical confidence without overwhelming patients with doctor-speak
Outcome-oriented language grounded in validated results
The Results
After updating the website and implementing strategic, messaging-first copy:
Clinics attract higher-quality, better-fit patients
Patient conversations start from a place of trust and transparency
Websites become a useful educational tool
Doctors feel confident sharing their site because it finally reflects their care philosophy
Most importantly, doctors get to stay focused on what they do best:
Caring for patients. Supporting their staff. Creating a great clinical environment.
“Working with Katie on our messaging super smooth. Before, we were struggling with storytelling. But now, we can tell a clear story aesthetically. I was really surprised by how easy she made it. If anyone is wanting to build out a website, I highly recommend they call this team!”
The Takeaway
You don’t have to have your marketing figured out before you reach out.
You bring your expertise.
We’ll bring ours.
And together, we’ll build something that helps the right patients find you so you really can just focus on providing the best care possible.
Ready to Take the First Step?
If you’re a direct care or concierge clinic founder thinking, “this is exactly what we’re missing,” the next step is simple.
👉 Book a free 30-minute strategy session
We’ll talk through your practice, your patients, and what clarity could look like.