Dr. Arvinder Soin

Doctor background

Dr Arvinder Soin is the Chairman of Liver Transplant and Hepatobiliary Surgery at Medanta — The Medicity, Gurgaon. He is widely regarded as one of India's most accomplished liver transplant surgeons — with a case volume that places him among the top-performing transplant surgeons globally. Dr Soin completed his surgical training in the UK (King's College Hospital, London — one of the world's leading transplant centres at the time) before returning to India to build liver transplant capability at AIIMS Delhi and subsequently at Medanta.

His patient catchment extends far beyond Gurgaon — patients travel to Dr Soin from every state in India and from Nepal, Bangladesh, UAE, Kenya, and other international markets. His YouTube channel (built with YODA support as part of the ICG engagement) has become one of the primary patient-education surfaces for liver transplant in India.

Pre-ICG context

Dr Soin's pre-ICG digital presence was institution-led rather than doctor-led. Medanta's institutional marketing covered the hospital; it did not build Dr Soin's individual professional brand in a way that made him discoverable independently of the Medanta brand. The consequence: patients searching "liver transplant specialist India" or "best liver transplant surgeon" were not reliably finding Dr Soin. His case volume was high — reputation in the transplant surgical community was established — but his digital discoverability did not reflect his standing in the field.

The specific challenge ICG was asked to address: build Dr Soin's individual digital brand in a way that (a) respects the Medanta institutional relationship, (b) is NMC-compliant (no outcome guarantees, no before-and-after patient imagery, no paid testimonials), and (c) is scalable — because Dr Soin does not have unlimited time for marketing activities, so the content programme needed to be efficient per hour of his involvement.

The brief was clear: "I want the patient who searches for liver transplant in India to find me. I want to be helpful to that patient — not to sell to them."

The engagement

ICG's approach to Dr Soin's digital brand built on four elements.

Element 1: Named-author content programme. ICG produced a monthly programme of named-author long-form content published under Dr Soin's byline — on the ICG-managed content infrastructure (schema-complete, E-E-A-T optimised, with Dr Soin's Person schema connecting the content to his credentials, his alumniOf IDs, and his professional affiliations). Topics were YODA-selected based on patient questions in the liver transplant YouTube landscape: "what is the success rate of liver transplant in India," "living donor vs deceased donor liver transplant," "liver transplant recovery timeline," "liver cancer and transplant eligibility." The Person schema build was a significant technical component: Dr Soin's profile was connected via sameAs references to his ResearchGate publication profile, his PubMed author ID, his hospital profile page, and his Wikipedia entry (created during the engagement with appropriate sourcing). This E-E-A-T infrastructure ensures that when Google or an LLM evaluates Dr Soin's expertise on liver transplant topics, the structured data provides an unambiguous expert-signal.

Element 2: YODA YouTube channel build. YODA's analysis of the liver transplant YouTube landscape showed extremely thin competitive content from Indian liver transplant specialists. National and international patients searching "liver transplant India" on YouTube were primarily finding hospital-branded content rather than named-surgeon educational content. The under-served patient questions included: "how is a liver donor evaluated," "what happens if a transplant is rejected," "what is MELD score and what does it mean for my eligibility," and "how long is the liver transplant waiting list in India." ICG produced 8 videos over 12 weeks targeting these queries — all featuring Dr Soin directly to camera, all NMC-compliant. The production setup: 2-hour shoot at Medanta per month (4 videos produced per session), edited to 8-14 minutes per video.

Element 3: International patient acquisition infrastructure. Dr Soin's patient base includes a significant international component. ICG built English-language Google Ads campaigns targeting liver transplant searches in the UAE, UK, Bangladesh, and Nepal — markets with established patient inflow to Medanta for transplant. WhatsApp as the primary CTA (Medanta's international patient coordinator team), with Beacon attribution tracking the extended international conversion timeline.

Element 4: Testimonial programme (NMC-compliant). ICG coordinated a patient video testimonial programme for Dr Soin — specifically the journey format (patient describing their experience and the team's care, not their clinical outcomes as a guarantee). DPDP Act 2023 consent protocols were followed for every testimonial. The resulting testimonial library is one of the largest NMC-compliant patient testimonial collections for a single surgeon in India.

The outcomes

Dr Soin's digital presence at 18 months into the engagement:

• YouTube channel: 22,400 subscribers (from approximately 1,800 at engagement start). Monthly views: 186,000. Monthly consultation bookings traceable to YouTube: 14-18 per month.
• Named-author content: ranking in position 1-3 for 12 liver transplant informational queries in India, including "living donor liver transplant India," "liver transplant success rate India," and "MELD score liver transplant."
• International patient enquiries: increased 34% in the 12 months following campaign launch vs the prior 12 months.
• Patient referrals from YouTube: multiple documented cases of patients from Bangladesh, Nepal, and the UAE citing specific YouTube videos as their first point of contact with Dr Soin's practice.
• LLM citations: Dr Soin's named-author content is cited in ChatGPT and Perplexity answers to liver transplant queries in India at a measurable rate — tracked via ICG's AIO Intel Tool.

In Dr Soin's words

"The question I used to ask was: how do patients find Medanta? The question I now ask is: how do patients find me? Those are different questions. ICG understood that distinction immediately."

Working with surgeons across other specialties

ICG's named-surgeon brand-build programme spans liver transplant (Dr Soin), plastic surgery (Dr Arjun Handa), cosmetic dermatology (multiple named practitioners), cardiology (named cardiac surgeons at multi-specialty hospitals), and orthopaedics (named arthroplasty surgeons). The programme structure is consistent across specialties — YODA-informed YouTube content, named-author written content, Person schema E-E-A-T build, and international acquisition infrastructure where relevant.