Personal Brand Build — Proposal for Dr. Paul Puri
Growing
Dr. Paul Puri.
A national authority play built on polarizing takes, patient stories, and the expertise you already have — turned into content that scales your profile beyond LA.
The opportunity
You already have what most people trying to build a personal brand don't: a UCLA appointment, a private practice, hypnosis training, a TV writing career, and a mental health startup. The credentials let you skip to the front of the line with an audience. The problem isn't credibility — it's that none of it is showing up where decisions now get made.
Agents book clients with visible platforms. Investors write checks to founders who can command an audience. Right now your profile is local. The goal is national — and the path there is content that rewards having a real opinion instead of a watered-down one.
The angle
Lead with the prickly opinions. Content loved by 50% and hated by 50% outperforms content everyone mildly likes. You've spent years inside a mental health system with plenty wrong with it — the counterintuitive takes, the industry critiques, the things you say in private that most psychiatrists won't say in public. That's the engagement engine. Credentials back it up so it doesn't read as a hot take — it reads as authority.
Content pillars
01
Counterintuitive takes
Mental health industry critiques, things the field gets wrong, common advice that doesn't hold up. Built around a few core principles your brand stands for — not one-off hot takes.
02
Patient stories
Anonymized case stories — the system failed them, the conventional treatment didn't work, then what did. Narrative content that teaches while it engages.
03
Reaction content
Pull apart bad takes from non-experts in the mental health space. Low production, high frequency, high engagement. Credentials do the heavy lifting.
04
Societal commentary
Big cultural pain points, addressed from a psychiatrist's chair. The angle most commentators can't credibly take — which is exactly why it lands.
What this looks like in practice
1.3K
Berkeley professor
Followers in week one. 40K views off decades-of-research content.
1M
Visual artist
Approaching one million views on a single 3D-painting piece we produced.
200K+
Film composer
Views per video on a niche, credential-heavy profile.
The program
Content & production
- 1 production day per month at your office or our studio
- 8 video posts per month — scripted, filmed, edited
- 4 carousels/static posts per month
- Hook variations built for every video
- Visual authority setup — bookshelf background, lighting, framing locked in
- Self-filmed content we polish and cut between shoots
- Full script & content brief review before every shoot
Strategy & platform
- Core principles + brand pillars defined
- Instagram, TikTok, YouTube, LinkedIn management
- Platform-native edits per channel
- Scheduling + community management M–F
- Weekly sync to pull content from you directly
- Monthly analytics + quarterly strategy review
- Notion client portal — full visibility into the work
Monthly retainer
$8,000 / mo
Production day (monthly)
Included
Strategy, onboarding, visual setup
Included
Monthly retainer
$8,000 per month, month-to-month
Everything above included.
The first 90 days
01
Extract + build
Deep-dive sessions to pull out core principles, prickly opinions, patient story framework. Strategy doc locked.
02
First shoot
Visual setup dialed in. First production day loads 4–6 weeks of content. Live within 28 days.
03
Find the voice
60-day read on which pillars, hooks, and formats are pulling. Double down on what works.
04
Scale the signal
Quarterly strategy review. Content calendar adjusts around what the audience is actually rewarding.
Our capabilities
Cave Social Capabilities Deck — team, process, case studies.
Month-to-month engagement — no long-term contract. Designed for speed and iteration, not corporate approval cycles.
