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On January 1, CMS made 30-day surgical accountability mandatory across five procedures. The same five Goldfinch has been running for years. This is what the video layer looks like.
Same Company · Two Brands · One Mission
One is the Prepared for Surgery Tool Kit. One is the pledge. They move together, and they're about to move faster.
A nurse navigator and a Prepared for Surgery Tool Kit that walks patients through every step before and after surgery. Clinically validated. Built for the five TEAM procedures Medicare just made mandatory.
The public mission to eliminate one billion unnecessary leftover opioid pills a year. The PR wing, the legislative ask, the story that gets Arkansas and Tennessee and Iowa to sign. Powered by Goldfinch.
The Prepared for Surgery Tool Kit is the tool. The pledge is the mission. Every hospital that adopts one, adopts both.
Published Proof
Published in the Journal of the American Academy of Orthopaedic Surgeons · Real outcomes. Real hospitals. Already done.
The Pack
The Prepared for Surgery Tool Kit is the clinical product patients actually touch. A physical box shipped to their home, walked through with a nurse navigator, and used on a daily schedule before surgery and during recovery.
The Opportunity
On January 1, 2026, the CMS Transforming Episode Accountability Model went live. Mandatory. Five-year program. Every selected hospital in the country is now on the hook for the 30 days after surgery.
The five procedures CMS chose are the exact five Goldfinch has been running navigation for: lower extremity joint replacement, surgical hip and femur fracture treatment, spinal fusion, CABG, and major bowel procedures. The policy just caught up to the product.
Between the TEAM model and the settlement dollars, every state and every selected hospital has both a reason and a budget to move. What's missing is the brandable, distributable, state-specific story layer that lets them move at scale.
No Video. No Templates. No Rural Reach.
Nurse navigators carry the whole clinical model. There is no video that shows a patient what that actually looks like — and no clip a hospital can share when a surgical candidate says "what is this."
The patient base is full of people who would give consent to share their story. No one has figured out the ethical way to scale it. AI-assisted anonymous documentary reenactment hasn't been tried.
The 38+ demographic that needs the Prepared for Surgery Tool Kit most lives in small-town markets with cheap CTV inventory. Goldfinch has no presence on those screens. The Billion Pill Pledge has no media plan for them.
Now Imagine This
One master script. Five state cuts. Fifty hospital skins. CTV spots running every night in the counties that need Billion Pill Pledge the most. Patient stories told ethically and anonymously, with real voices. And a homepage that finally explains what Goldfinch actually is.
Social & Meta Ads
A 9:16 ad layer that runs on Meta, Instagram Reels, TikTok and YouTube Shorts. Same campaign, sliced for the feed, geo-targeted to the counties Goldfinch already serves.
One master script cuts down to dozens of vertical edits. Geo-targeted, A/B tested, and rotated weekly across Meta, Reels, TikTok and Shorts.
Four Concepts
Each concept ties to a specific audience, a specific moment, and a specific channel. Nothing here duplicates what Goldfinch already has. Everything here plugs a gap the clinical model can't fill on its own.
The Goldfinch homepage opens with a beautiful hero image and the line "It's time for better surgery & recovery." What it doesn't have is a video that explains what Goldfinch actually is. A 60-second explainer, built in the existing visual language, drops straight into the slot above the fold. Doubles as the master answer to "who are you" on every sales deck from here on.
Homepage hero · Sales intro · 60sThe same hero film, cut for connected TV. Runs on Fox, ABC and CBS local affiliates in the counties where Goldfinch and the Billion Pill Pledge operate. Goal is simple: build enough awareness that patients start asking their doctors about it by name. Measurable via geo-targeted lift and direct calls to 1-833-GLD-FNCH.
Local CTV · Geo-targeted · 30sOne master video. Five state cuts for Tennessee, Arkansas, Wyoming, Nebraska, and Iowa. Every partner hospital gets a skinnable version: their logo, their lobby, their nurse navigator introduced by name, the Billion Pill Pledge tie-in announced clean. Marketing and community relations teams can run it on day one.
Brandable master · 5 state cuts · 30s & 60sReal patient stories, told the way they need to be told. The patient gives consent and records voiceover. We build a documentary-style reenactment around it, anonymised for medical sensitivity, framed as their story in their own words without ever putting their face on camera. Ethical, on-brand, and the only way to get scale.
Documentary reenactment · Voiceover-led · 90s