Introduction:

We partnered with Papa Heme, Aaron Goodman MD, a renowned hematologist/oncologist, with the objective of establishing him as a global voice in the field of hematology/oncology. Our work encompassed brand identity development, content marketing, and the creation of a content monetization strategy along with a podcast platform built on Substack. This case study highlights how we successfully leveraged Aaron Goodman's unique personality and medical education content (videos, lectures, articles, etc) to create a distinctive brand, catalyze his followers around his content, and foster a global community of hematologists and oncologists.

​

Brand Identity and Content Marketing:

We recognized the need to harness Aaron Goodman's unique personality and medical expertise to build a one-of-a-kind brand -- Our Founder Matt Goodman is actually Aaron's brother.   Thus, we carefully crafted a brand identity, "Papa Heme", that reflected his passion for patient advocacy and commitment to advancing medical education as well as being a fatherly figure.  Aaron's a Papa of 3 beautiful girls.  By seamlessly integrating Aaron Goodman's personal experiences, insights, and fun teaching style into his content marketing strategy, we effectively engaged his audience and positioned him as an authority in the field.

​

Catalyzing a Global Community:

With a comprehensive content marketing approach, we catalyzed Aaron Goodman's followers around his educational content, resulting in the formation of a vibrant and engaged global community of hematologists and oncologists. By consistently delivering valuable and informative content across various platforms (Twitter, Youtube, Substack), we fostered meaningful interactions among healthcare professionals and created an environment conducive to knowledge sharing and collaboration.

​

Creating a Learning Hub for Doctors:

The implementation of a Substack podcast platform played a crucial role in Papa Heme's transformation into a valuable resource hub for doctors. We recognized the power of podcasting as a medium to disseminate educational content and facilitate discussions within the medical community. Through the strategic development and promotion of Papa Heme's podcast platform on Substack, we provided a convenient and accessible avenue for doctors worldwide to enhance their knowledge and stay updated on the latest advancements in the field of hematology/oncology.

​

Results and Achievements:

Our collaborative efforts with Papa Heme yielded remarkable results and achievements:

1. Global Influence and Recognition: Papa Heme, Aaron Goodman MD, emerged as one of the most influential and globally renowned oncologists, advocating for patient rights and championing improved education for doctors. His expertise and unique perspective are now recognized and respected by his peers worldwide.

2. Expanded Social Media Presence: Through our digital marketing strategies, Papa Heme's Twitter following surged to 120,000 followers, amplifying his reach and influence across social media platforms.

3. Successful Content Monetization: The launch of Papa Heme's podcast platform on Substack allowed for the monetization of his audience within days. Our strategic approach to content monetization enabled Papa Heme to generate revenue while continuing to provide valuable educational content to his dedicated followers.

 

Conclusion:

Our partnership with Papa Heme exemplifies our ability to create a unique brand identity, catalyze followers around content, and foster a global community. On his Substack platform alone, Papa Heme has subscribers in 115 countries!  By leveraging digital marketing strategies, content monetization, and the power of podcasting, we propelled Papa Heme to become a leading voice in hematology/oncology, facilitating knowledge sharing and improving the educational landscape for doctors worldwide.