Field Guide: Medical and Mental Health Creators
The worst day of your online life has a script.
 Wednesday, September 23, noon ET. One hour, live on Substack, for paid subscribers.Â
Walk out knowing exactly what to do in the first 48 hours of a pile-on: when to speak, when to stay silent, what accountability looks like without an apology video, and how to protect the audience that actually decides your future, which is not the internet.
Already a paid subscriber? You're in. Nothing to buy.
Field Guide: Medical and Mental Health Creators
The worst day of your online life has a script.
 Wednesday, September 23, noon ET. One hour, live on Substack, for paid subscribers.Â
Walk out knowing exactly what to do in the first 48 hours of a pile-on: when to speak, when to stay silent, what accountability looks like without an apology video, and how to protect the audience that actually decides your future, which is not the internet.
Already a paid subscriber? You're in.
Nothing to buy.
The call always starts the same way.
A provider, a therapist, a surgeon, someone with a license and a following, and their voice is doing that thing where they're trying to sound calm. Something they posted collided with something they couldn't see coming. Now there's a video about them, and the comments are arriving faster than they can read them.
Here's what I've learned answering the same questions one call at a time: the answers don't change. The name changes. The platform changes. The move being run on you has a name and a counter. So instead of answering them one provider at a time, I'm answering them once, for the whole room.
Who this is for
Physicians, therapists, nurses, PAs, dietitians, and anyone whose name is on a license and a follower count. And the people who protect them: practice managers, comms leads, partners.
 If your name is on your license, be in the room.Â
The five questions every medical creator asks me on their worst day:
"Why is the hate so out of proportion to what I did?"
"Do I respond, apologize, or stay silent?"
"Can this cost me my license, my credentialing, my job?"
"Should I take the money?"
"Do I fight back against the colleague attacking me publicly?"
What you leave with:
- The First 48 Hours playbook. One page. Freeze. Sort it: true, partly true, or false. Then the move for each, and where each one happens. Your turf, never theirs.
- The three formats that point at medical creators, how to spot each one on sight, and the correct response to each. They aren't haters. They're formats.
- An accountability post next to an apology video, side by side, so you never confuse the two again.
- The room that actually decides your future. Patients, boards, credentialing committees, employers. What they see when they read your feed, and why they read calm.
- A live drill. I give the room a scenario. You answer in the chat. I grade it in real time.
One case, one tool, one hour. No deck. Receipts on screen. Hard stop at the top of the hour.
Already a paid subscriber
You're In
The live shows up in the Substack app and in your inbox at noon ET on the 23rd. The replay follows.
The Vault
$7 a month or $70 a year
This training and the rest of the fall trainings. Every replay. Everything below the fold on every post, the Vault chat, and the Vault Hour once a month.
Professional
$500 a year, annual only
Everything in The Vault, plus the practitioner pack within 48 hours of this training: the recording, the First 48 Hours decision tree, the scripts, and the drill with the answer key. Plus the weekly move and the script that answers it, and every monthly Field Guide training from here on.
leaders, providers, and creators whose name is the business, and the people who protect them. It costs less than 40 minutes of my time.
This fall, all four trainings are open to every paid subscriber, exactly as announced.
In January, live seats become Professional only. Join now and you're in for all four.
About Molly
Molly McPherson is a crisis communications strategist and the host of The PR Breakdown. She has worked every side of the media desk, and she is the first person leaders call when reputation is on the line. This summer, more of those calls came from medicine than from anywhere else.
Questions
Can't make noon ET?Can't make noon ET?
Every paid subscriber gets the replay. Professional members also get the pack within 48 hours.
Where do I watch?Where do I watch?
On Substack, in the app or in a browser, at mollymcpherson.substack.com. Paid subscribers get the notification and the link. Nothing to install if you'd rather use the browser.
I'm in The Vault. Can I get the pack?
Yes. Upgrade to Professional in your Substack settings: open the publication, click Change next to Plan, and pick Professional. Substack credits what you've already paid and charges the difference, and your Professional year starts the day you switch.
Will you look at my situation?
No. The room learns the moves. Your own situation is a different conversation, and you can start it at hello@mollymcpherson.com.
Who's the case?
A public one. Never a client. The names aren't the point. The moves are.
Billing?
Subscriptions and billing are handled by Substack, not by me. Manage or cancel anytime at substack.com under your account settings. If billing goes sideways, Substack support fixes it faster than I can.