About
Framework Media, in our own words.
We're Hunter and Natalia Mitchell. We built this company to help healthcare organizations communicate with the same care they bring to patients.
Why healthcare
A family experience changed how we thought about video.
A few years ago, Hunter's mother was diagnosed with cancer and treated at the University of Michigan Health system. The clinical care was extraordinary. The communication around it was uneven. Some of the most important information she received was conveyed in a way that left her family unsure what to do, when, or why.
That experience didn't make us critical of clinicians. It made us aware of how much of what patients actually need lives outside the exam room: in the videos they watch before deciding to come in, the website that tells them what to expect, the educational content that helps them follow through after the visit.
Framework Media was born to do that work well, for the organizations that take healthcare seriously enough to want it done right.
The team
A husband and wife with a shared playbook.
Hunter Mitchell
Founder, Director of Photography
Hunter built his career filming for PBS, Michigan Medicine, and dozens of independent organizations across Michigan. His work has earned regional Emmy awards. He's HIPAA-credentialed and a verified vendor at Michigan Medicine. Outside of filming, he runs the agency operations.
Natalia Mitchell
Co-Founder, Operations
Natalia ran Framework Media's freelance operations alongside Hunter for years before they took the company full-time. She manages client relationships, project coordination, and the operational details that keep filming schedules on track.
Why membership medicine
We were selling Ferraris to people without garages.
For years we made beautiful videos for healthcare organizations and watched them sit unused. The video would be excellent. The surrounding marketing infrastructure (the website, the social cadence, the distribution) often didn't exist or didn't get used. The work didn't perform, even when the work was good.
Beautiful video, no infrastructure to make it earn its keep.
Membership-based medical practices, DPC, concierge, functional medicine, are the opposite. The owners are accessible. Marketing is welcomed. Their entire business model is retention. And the same video, website, and content cadence that brings new members in is what keeps current ones renewing. One infrastructure, two jobs.
That's why we narrowed. We're not a generalist agency. We're the marketing partner for membership medicine.
How we work
Four principles that keep us honest.
Under-promise. Over-deliver.
We commit to less in writing than we plan to deliver in practice. The version of Framework Media you read about on this site is the floor, not the ceiling.
HIPAA, credentialed, vetted.
We're a verified vendor at Michigan Medicine, HIPAA-credentialed for filming in clinical environments, and trusted by Henry Ford and other major institutions.
Specialization is the moat.
We say no to work outside healthcare. We say no to brand identity, paid ads, and full website redesigns inside healthcare. The narrowness is the value.
One engine, both jobs.
Acquisition and retention come from the same content infrastructure. We design every engagement to work both directions, so every dollar earns twice.