Greetings, I’m Dr Andrew David Shiller and I’ve been working with Eddie for about a year. He’s been doing social media and other online stuff for me and he’s done a very good job. I really appreciated it. You know, I run a small kind of boutique consulting and educational practice around people with chronic pain and chronic illness and he’s done great stuff with social media, helped set some things up on Mighty networks. Patient, thoughtful, great design skills, very willing to be flexible and work with setting things up on Facebook and configuring things that I just really can’t deal with. It’s been a pleasure working with him. He’s flexible, adaptable, knows the breadth of technology that’s out there and it’s been very worthwhile working with him. So take care.

He’s flexible, adaptable, knows the breadth of technology

Case Study: Engineering Digital Authority for Dr. Andrew David Shiller, MD Optimizing Patient Reach through AI-Refined Imagery and High-Retention Vertical Video Strategies

Dr. Andrew David Shiller - Integrated Pain Management Practice Digital Infrastructure & Content Strategy

Client: Dr. Andrew David Shiller, MD

Organization: Private Integrative Pain Management Practice

Services Provided: Social media management, video content production, Mighty Networks community setup, practice promotion strategy, landing page design, workflow optimization

Engagement Duration: ~1 year (ongoing relationship)

Industry: Healthcare / Integrative Medicine

Client Overview

<aside> 📸

Project Snapshot

Dr. Shiller runs a boutique integrative medicine practice in Israel treating chronic pain and chronic illness patients. His approach combines conventional medicine with mind-body techniques, addressing complex cases where patients suffer from pain throughout their bodies plus fatigue, anxiety, headaches, and digestive issues—the kind of multi-system problems that swallow hours of clinical time per patient. The practice faced a fundamental business problem: treating only complex cases left zero bandwidth for the online education work Dr. Shiller wanted to build, the webinar series he'd already started sat underutilized, and the social media presence existed sporadically rather than strategically. He needed to shift his patient mix toward people with simpler focal problems—leg pain in an otherwise healthy person versus whole-body systemic disasters—freeing mental energy for content creation while leveraging his special expertise on cases that actually needed it.

The digital infrastructure sprawled across disconnected platforms. Facebook posts went up whenever staff remembered. YouTube videos sat in draft limbo for months waiting for approval on thumbnails or captions. A Mighty Networks community existed but lacked the configuration enabling it to function as an actual membership space. ClickUp project management had devolved into a graveyard of tasks marked "urgent" from a year ago, "in review" from 18 months back, with no clear workflow moving content from production to publication. Dr. Shiller's clinical expertise was world-class, but his operational systems were drowning him.

</aside>

<aside> ⚠️

The Challenge

</aside>

<aside>

The Challenge

The core constraint was time—Dr. Shiller spent his days holding complex clinical pictures for patients with interlocking health crises, leaving executive function depleted for content strategy, design decisions, or social media management. This created cascading problems. Video content sat unpublished because thumbnail approval processes stalled. Webinar recordings from six months ago never got chopped into social media clips. The practice promotion funnel theoretically existed—interesting video draws attention, webinar invitation builds relationship, consultation call converts to patient—but the mechanism had broken somewhere between "create content" and "actually post it consistently."

The November meeting transcript revealed workflow chaos. Tasks lived in multiple ClickUp columns with unclear status meanings. "Done" sometimes meant published, sometimes meant ready for approval, sometimes meant something else entirely. Videos existed in three different states—already live on YouTube, waiting for Dr. Shiller's thumbnail selection, or stuck in review limbo from webinars recorded months ago. The AI-generated hooks and descriptions I'd written sat tagged in ClickUp notifications going to an email folder Dr. Shiller hadn't checked in months. We'd built systems, but the systems weren't being used because they required too much cognitive overhead for someone already maxed out clinically.

The patient acquisition strategy needed restructuring. Complex cases found Dr. Shiller easily through referrals, but simple focal problems—the profitable, time-efficient cases he actually wanted—required different marketing. Those patients needed to see expertise demonstrated through educational content before paying out-of-pocket for self-pay consultations. The webinar series provided perfect relationship-building infrastructure, but traffic to webinar registration pages depended on consistent social media activity that wasn't happening. Meanwhile, Facebook posts promoting the practice went to static pages instead of the webinar funnel, missing conversion opportunities.

The April meeting showed the landing page design challenge. Dr. Shiller wanted background imagery evoking integrative pain management—brains, neural networks, inflamed joints, modest exercise demonstrations, Mediterranean diet concepts—but couldn't articulate exactly what that should look like beyond "not this, more like that." The ChatGPT-generated hexagon grid felt too regular and nerdy. My initial attempts included too much text or irrelevant imagery. We needed collage-style visual storytelling communicating complex mind-body concepts through imagery alone, working primarily on desktop since mobile cropped everything to irrelevance anyway.

The Mighty Networks community configuration sat incomplete. The platform had potential as a membership space for chronic pain patients, but required someone who actually understood Mighty Networks' technical capabilities and limitations to advise what functions were possible, execute the setup, and do it within a week to capitalize on Dr. Shiller's rare burst of focused attention on that project. Generic tech help wouldn't cut it—this needed Mighty Networks-specific expertise.

</aside>

<aside> 💡

The Solution

</aside>