Get the playbook

For doctors just starting out, or stuck on Instagram

Learn how to grow on Instagram and start attracting patients.

The step-by-step Instagram playbook for doctors. Know what to post, what to say, and how to record a week of videos in one 30-minute session with the AuthorityMD Recording Method.

Get instant access — $97 USDSee what's inside ↓

One-time payment · Instant digital download · 30-day money-back guarantee

The AuthorityMD Playbook · digital download

13 years and 30M+ followers built. Physician marketing experience includes Dr. Jason Fung and Dr. Domenick Sportelli. Sunny's work has also been acknowledged by Dr. Gabrielle Lyon in her book Forever Strong Playbook.

Client testimonial

A full week of content. Under 30 minutes.

"I can record a full week of content in under 30 minutes."
Dr. Jason FungPhysician, author and educator@drjasonfung →
Video · Dr. Jason Fung

Dr. Fung works directly with Sunny, who handles strategy, scripting and direction. AuthorityMD teaches you how to apply the system yourself.

Get instant access — $97 USD

One-time payment · Instant digital download · 30-day money-back guarantee

Look inside

Real pages from the playbook.

Four pages, exactly as they appear in the playbook. Tap any page to see it up close.

Swipe to see more →

What you get

Everything inside the playbook.

A complete digital playbook you can read on your phone, tablet or laptop. It comes down to three steps. Open the sections below to see every chapter and tool.

  1. 1Choose your lanePick the one thing you want to be known for, and write a four-line bio.
  2. 2Get your scripts readyUse the hooks and the three-part script: hook, problem, solution.
  3. 3Record the weekFilm every video back to back with the AuthorityMD Recording Method.
Part I · Your first 30 days6 short chapters, each with something you finish that day
  1. 1What should my page be about?You'll finish withA clear lane and a finished four-line bio.
  2. 2What should I post?You'll finish withThree hooks, and one you're ready to film.
  3. 3What do I actually say?You'll finish withYour first complete script.
  4. 4How do I film this?You'll finish withYour first video, filmed.
  5. 5How do I keep this going?You'll finish withA weekly routine that fits around clinic.
  6. 6How do I know it's working?You'll finish withOne number to check, and a way to make more of what works.
Tools, plan and next stepsRecording method, hooks, scripts, 90-day plan, Part II and more

Your toolkit

Ready-made tools

  • The AuthorityMD Recording MethodRecord a week of videos in one 30-minute session. Prep and posting take about 30 minutes more.
  • 72 ready hooksOpening lines across 10 proven types, also adapted for each specialty in the templates.
  • 5 ready-to-film scriptsPlus scripts for DMs and brand deals.
  • Script with AIDraft a month of scripts in about an hour.
  • 9 sample biosUsing the four-line formula.

Your plan

What to do, and when

  • The 90-day launch planFrom setup to steady posting, step by step.
  • Your first week, day by dayYour first video goes live on day 2.
  • The daily checklistFour things to do each day, nothing more.
  • The Authority Level DiagnosticSee where you are and what to fix first.
  • The Clinical Authority FlywheelHow each step leads to the next.
  • Tools and equipmentYour phone is enough. What to add later.

Part II · When you're growing

The next steps

  • Build an email listAn audience you own, not just followers.
  • Automate your DMsReply to messages without doing it by hand.
  • Earn from your audienceTurn trust into income, including brand deals.
  • Grow with ads and a teamBoost what works, and get help.
  • For clinic ownersReach patients with posts, ads, or both.

20 specialty templates

Each one includes a ready bio, your positioning, five topics to post about, 15 hooks adapted for that specialty, three lead magnet ideas and your first 10 posts.

PsychiatryPsychologyTherapy & CounselingPediatricsFamily MedicineFunctional MedicineCardiologyGastroenterologyEndocrinologyObesity MedicineSports MedicineOrthopedicsPhysical TherapyChiropracticSleep MedicineDermatologyWomen's HealthLongevity MedicineDentistryEmergency Medicine
Get instant access — $97 USDOne-time payment · Instant digital download · 30-day money-back guarantee

Results from playbook readers

Doctors like you are already using it.

Instagram Reel insights showing 2,159 new follows from one video made with the AuthorityMD method

One full-time physician · One video

2,159 new follows

From a single Reel made with the AuthorityMD method, by a doctor still in full-time practice. It took under 10 minutes to film and post.

293Kviews94.6Kaccounts reachedUnder 10 minto film and post

Individual result shown for illustration. The playbook does not guarantee followers, views or patients.

Dr. Hugo Pin

"I posted my first Reel after using AuthorityMD and it reached 2,000+ views. My previous posts were only getting between 20 and 50 views. Amazing!"

Dr. Hugo Pin
Sunshine Coast GP · Veins, Aesthetics & Skin Cancer Medicine
@sunshineveinandcosmetic →

About the AuthorityMD playbook.

Dr. Emilio Benbassat and Dr. Marissa Benbassat

"AuthorityMD is the roadmap we wish we had when we started. It shows physicians exactly how to position themselves, what content to create, and how to build real authority online, without trying to become influencers."

Dr. Emilio Benbassat & Dr. Marissa Benbassat
Emergency Medicine Physicians
@mrandmrsemergency →

About the AuthorityMD playbook.

What playbook readers say

Pediatrics

"Exactly what I needed starting from zero."

I've purchased social media courses before, but they always felt like they were made for influencers, not physicians. AuthorityMD gave me a clear roadmap that finally made everything click. I finished it over the weekend and immediately knew what I should be posting.

Family Medicine

"I'd been posting the wrong type of content the entire time."

I thought I just needed to post more consistently. After reading AuthorityMD, I realized the real issue was the format of my content. I was sharing information in a way that wasn't designed to reach new people.

Gastroenterology

"I started seeing growth almost immediately."

I implemented the positioning and content frameworks from AuthorityMD and started seeing my Instagram grow almost right away. More importantly, I finally had a strategy that made sense instead of guessing what to post every week.

Surgeon

"Finally, a strategy built specifically for doctors."

I'd been putting off Instagram for years because I never knew where to start. This playbook broke everything down into simple, actionable steps. It feels like it was written by someone who actually understands physicians.

Family Medicine

"Worth every dollar."

The positioning section alone completely changed how I think about creating content. Instead of trying to copy other creators, I now have a strategy that feels authentic to me and my practice.

Clinic Owner

"Clear. Practical. No fluff."

As a busy physician, I don't have time to sit through hours of unnecessary content. AuthorityMD gets straight to the point and gives you practical frameworks you can implement immediately.

Names withheld to protect customer privacy.

Bigger results: the same system, run by Sunny for his done-for-you clients

Video · Dr. Domenick Sportelli

Done-for-you client · In his words

"My Instagram grew from roughly 35,000 followers to more than 100,000."

"Sunny understands how to help busy doctors grow online in a way that's actually sustainable."

Dr. Domenick Sportelli, DODr. Domenick Sportelli, DODouble Board-Certified Psychiatrist & Family Physician@drsportelli →

Result from Sunny's done-for-you service, which runs on the same system. The playbook is self-guided, and individual results vary.

Video · Metabolic health expert

Done-for-you client · In their words

"In less than 90 days, I've added almost 100,000 followers. I didn't think that was possible."

Metabolic Health Expert & FounderThe same system, applied at scale

Result from Sunny's done-for-you service. Not typical of self-guided use; individual results vary.

Get the playbook for $97.One-time payment · Instant digital download · 30-day money-back guarantee

Get instant access — $97 USD
Sunny HayreSunny Hayre

Who wrote it

Built for a doctor's schedule.

I'm Sunny Hayre. For 13 years I've grown Instagram accounts for doctors, bestselling authors and big podcasts. More than 30 million followers in total, including work with Dr. Domenick Sportelli and Dr. Jason Fung.

Doctors kept asking me for help. Most said no when they heard how much time it usually takes. So I built a simple system that fits around a busy clinic. This playbook is that system, step by step, so you can do it yourself.

Acknowledged in a published book

"Sunny Hayre — Thank you for helping us grow digital, stepping in when I really need it, and taking massive action to help move the mission forward."

Dr. Gabrielle Lyon
Forever Strong Playbook (Atria Books / Simon & Schuster, 2026), p. 277
@drgabriellelyon →

An acknowledgement of Sunny's professional work. Not a playbook testimonial or paid endorsement. Dr. Lyon has not reviewed or endorsed AuthorityMD.

Video · Clay Moss, M.D.

A physician, in his words

"You've helped me find holes in my own content."

"You've helped me drop my ignorance on thinking I knew how social media works. Turns out I did not."

Clay Moss, M.D.Longevity & Performance Medicine@drclaymoss →

A physician Sunny has advised informally. Not a paid endorsement or coaching client.

Your price

$97USDOne-time payment. No subscription.
30‑day money-back guarantee.

  • The complete AuthorityMD digital playbook
  • The AuthorityMD Recording Method
  • 20 specialty templates and 72 ready hooks
  • The 90-day launch plan
  • Instant digital download, yours to keep
Get instant access — $97 USD

One-time payment · Instant digital download · 30-day money-back guarantee

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The 30-day guarantee

Try it for 30 days. If it doesn't make posting easier, get all your money back.

Use the playbook to plan, write and record your videos. If it doesn't give you a clearer and faster way to make content, just email us.

Full details are in the Return Policy.

Questions

Quick answers.

How can I record a week of videos in 30 minutes?

With the AuthorityMD Recording Method. You get your scripts ready first, then record every video back to back, one take each, with no memorizing. Getting set up and posting take about 30 minutes more. The full method is inside the playbook.

I've never posted before. Is this for me?

Yes. Part I starts from zero and walks you through it one step at a time.

I already post, but I'm stuck. Will this help?

Yes. If your views or followers have stalled, the Authority Level Diagnostic shows where you are and what to fix first. Then you use the same system to make videos built to reach new people, and check which ones bring in followers.

Why not just look this up online for free?

You can. But most of what you'll find is general advice made for influencers, and very little of it is written for doctors. This playbook is built only for physicians, from 13 years of growing real accounts, including work with Dr. Jason Fung and Dr. Domenick Sportelli. It also puts every step in order, so you don't have to piece it together yourself.

Is this only for doctors?

No. It works for any licensed or certified health professional, including nurses, nurse practitioners, physician assistants, dentists, physiotherapists, chiropractors, therapists and dietitians. Just adapt the examples to your field.

Will this work for my specialty?

The playbook has templates for 20 specialties. If yours isn't one of them, the same steps work for any field.

I own a clinic. Is this for me too?

Yes. There's a full section just for clinic owners. It shows three ways to reach new patients: with posts, with ads, or both together. It also shows how to learn who your best patients are, and how to write ads that speak to them, with a worked example.

What format is it?

A digital download in PDF format. You get it right after you pay. It opens on any phone, tablet or laptop.

How many followers will I get?

There is no guaranteed number. Results depend on your specialty, how often you post and how closely you follow the system. The playbook gives you a clear, step-by-step plan to grow.

What if it's not for me?

Email [email protected] within 30 days for a full refund. No questions asked. Details are in the Return Policy.

Do you offer 1:1 coaching?

Yes. I coach a small number of doctors one-on-one, and spots are limited. See how coaching works →