Pinkston

Case Studies

Hopkins

About
Dr. Marty Makary is the surgical director of the Johns Hopkins Multidisciplinary Pancreas Clinic, chief of minimally invasive pancreas surgery and a leading advocate for patient safety. 

Objective
As he prepared to publish his first book, “Unaccountable: What Hospitals Won’t Tell You and How Transparency Can Revolutionize Health Care,” Dr. Makary engaged Pinkston to craft and launch a thought-leadership campaign around the book’s themes and spark discussion about patient safety.

Pinkston’s Approach
While Dr. Makary’s initial goal was to promote his new book, he also understood the important role a book can and should play in a broad, holistic thought leadership strategy. 

Pinkston’s approach to growing Dr. Makary’s thought leadership platform blends proactive outreach highlighting his books, academic studies and other writings, as well as reactive outreach to offer his insights on news of the day. 

As part of this work, Pinkston supported the development and release of Dr. Makary’s 2015 book, “Mama Maggie: The Untold Story of One Woman’s Mission to Love the Forgotten Children of Egypt’s Garbage Slums” and his 2019 follow-up to “Unaccountable,” “The Price We Pay: What Broke American Health Care--and How to Fix It.”

Results
Dr. Makary has quickly become one of the nation’s most respected and sought-after experts on the U.S. healthcare system and challenges around patient safety, quality of care and the cost of care.

In addition to being featured in the 2018 Netflix documentary “The Bleeding Edge,” Dr. Makary’s op-eds and insights are regularly featured in major media outlets including ABC, CBS, NBC, CNN, NPR, The Wall Street Journal and the New York Times among many others, as well as in major medical publications and journals including Surgery and the Journal of the American Medical Association. 

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Pinkston is a publicity machine! The quantity of quality bookings that they roll out during a campaign is astounding. Bringing their team on board a project is a clear no-brainer, for they have the power to create a best-seller.

David Brown
Deputy Director of Publicity
Atria Books (a division of Simon & Schuster)