Five channels. ~$44.5K/mo. Every dollar traceable from impression to verified patient. The plan flips the engine from form-fill optimization to patient-CPA optimization, fixes the verification leak (50 → 75%), and builds the compounding moats — founder-led AEO and a structured referral system — that bend CAC downward as paid CPC inflates.
Where MindRx is right now, what the next 90 days build, and the single change that everything else compounds against.
The Business Review surfaced a single constraint: every channel optimizes on a proxy. Google Ads bids against form-fills, not verified patients. Meta has been spending against a Pixel that doesn't fire. The EHR holds the patient-CPA signal — it's just not piped to the platforms making the spend decisions. Once that signal is live, the rest of the plan becomes legible.
The next 90 days do three things in parallel: (1) fix the signal layer so every dollar can be traced to a verified patient; (2) close the verification leak from 50% to 75% — the single highest-leverage operational fix at zero marginal CAC; (3) start the compounders — founder-led AEO content and a structured PCP + patient referral flow that are still $0 CAC in 5 years and will be the only thing bending the curve when mental-health CPC inflates another 42% YoY.
By Day 90: blended stated CPA stabilized under $250 (from $297 trajectory), verification ≥75%, patient-CPA signal flowing into Google + Meta, +25 patients/mo from verification fix alone, founder authority shipping weekly, and 2 PCP referral partners formalized. That's the path from 100 patients/month to 162 — on the way to 300 once provider credentialing catches up.
Search continues to carry primary acquisition. PMax Local is the most-efficient-per-form-fill program and gets scaled. Meta gets a signal rebuild before reactivation. SEO + AEO and Referral are the compounders that earn their place on the plan even before they earn their CAC.
Branded is the warm-demand harvest — protect at all costs, expand sitelinks and RSAs with payer panel + W2 framing surfaced. Non-Brand Symptom-Search (ADHD / Anxiety / Depression) is where the CPA degradation lives — refresh RSA copy to lead with insurance-billed + same-day verification, layer in AEO-derived intent keywords. Psychiatry and Therapy programs get bid-down to floor while patient-CPA signal stabilizes; reallocate underperforming spend into Branded expansion and the next four channels.
PMax is the lowest-CPA program by a wide margin — scale it carefully. Asset Group refresh with W2 + insurance imagery, audience signals tightened to the OR/WA panel, and a separate Asset Group for each major symptom cluster. Once patient-CPA signal is flowing, validate that the cheap stated CPA holds through verification and first-month retention.
Two-stage approach. Stage 1 (Days 1–21): rebuild the signal — Pixel reconfigured, Conversions API set up, EHR offline-conversion upload tested. Spend at minimum during this stage; the budget is buying validation, not patients. Stage 2 (Day 22+): restart Lead Gen at $1K/mo against Anthony's founder-led video assets and Healthgrades testimonial cuts. If signal-CPA holds, scale incrementally.
Redirect the existing SEO retainer into founder-authored content authority across the three intent layers: symptom education (ADHD / anxiety / depression — high search volume), compliance + regulatory explainers (DEA NPRM, payer panel, W2 vs 1099 marketplace — high-trust differentiation), and longitudinal patient stories sourced from the 200+ Healthgrades reviews. Optimize for AI answer engines (AEO) — Perplexity, Claude, ChatGPT — alongside Google. Anthony fronts the byline; producer team handles drafting and shaping.
This card is the engine room. Two parallel workstreams under one bucket: Conversion Infrastructure — the EHR → Google Ads + Meta offline-conversion sync that makes every other channel measurable; and the Referral System — formalizing the 2 PCP partners with a clinical-leave-behind packet and activating the 5,000-patient panel with a structured patient-to-patient referral flow. Highest-intent acquisition source. Best margin per patient. National operators can't replicate the regional density.
Light reallocation off the current $42.6K/mo to fund the compounders (SEO+AEO and Referral) and the signal rebuild on Meta. No step-up; the lift comes from operational fixes, not bigger budgets.
+$1.9K/mo net, redirected from underperforming Therapy + Psychiatry Search programs into the compounders. The lift comes from verification fix (+25 patients/mo at constant spend), not bigger spend.
| Channel | Amount | % of Total | Notes |
|---|---|---|---|
| Google Search — Branded | $6,000 | 13% | Warm-demand harvest · expand sitelinks + payer panel |
| Google Search — Symptom (Dep/Anx/ADHD) | $18,000 | 40% | RSA refresh · insurance + W2 framing · lead with verification SLA |
| Google Search — Therapy + Psychiatry | $11,000 | 25% | Bid-down · monitor patient CPA · reallocate if >$400 |
| Google PMax Local | $5,000 | 11% | Scale carefully · new asset group with founder visuals |
| Meta Lead Gen | $1,000 | 2% | Rebuild signal first · spend restart Day 22 |
| SEO + AEO (founder content) | $2,500 | 6% | Redirect of existing SEO retainer · founder byline |
| Referral + Conversion Infrastructure | $1,000 | 2% | EHR → ad-platform conversion sync · PCP packet · patient referral flow |
| Total | $44,500 | 100% | vs. current ~$42,600/mo paid (Feb 10 – May 10 90-day average) |
Specific milestones, dated. No "optimize creative" — every cell is an artifact or a measurable event.
Three patient profiles, urgency-shaped, with the specific hooks the creative system produces against. No "general mental health awareness" — every hook is keyed to an angle that the OR/WA panel actually responds to.
Has been Googling "ADHD treatment online" or "psychiatrist near me" for weeks. Insurance card in hand. Wants to know who takes their plan, when they can be seen, and that the provider isn't going to disappear next quarter. Volume: ~70% of paid form-fills today.
Currently in care — at a marketplace, a 1099 service, or a practice that's gone unstable post-Cerebral / post-Done. Looking for a provider who won't churn, prescribe-only, or disappear on them. Highest LTV in the panel; ~5,000 active patients prove this profile retains.
Sent by a PCP (Bridgeport, Embark, future partners) or a current MindRx patient. Pre-trusted, pre-screened, often pre-verified. Volume today: ~negligible — that's the entire opportunity.
Trust pillars deployed end-to-end — empathy, accessibility, provider credibility, convenience, outcomes, stigma reduction. Anthony's voice (currently absent from market) becomes the cornerstone. Healthgrades' 200+ reviews finally enter the creative library.
Cycle time: brief-to-launch in 10–14 days. Anthony commits to one 30-min recording per week as the source layer.
Every channel is named. Every workstream has a delivery cadence. MindRx-side dependencies are surfaced before they become bottlenecks.
| Channel / Workstream | Deliverable | Frequency | Owner |
|---|---|---|---|
| Google Search | Campaign management · RSA refresh · bid strategy · sitelinks · weekly reporting | Weekly | MH-1 · Co-Pilot (Paid Search) |
| Google PMax | Asset hygiene · audience signals · creative refresh · monthly scale review | Bi-weekly | MH-1 · Co-Pilot (Paid Search) |
| Meta Lead Gen | Pixel/CAPI rebuild · video concept production · audience build · weekly reporting | Weekly | MH-1 · Co-Pilot (Paid Social) |
| SEO + AEO | Editorial calendar · content briefs · founder-byline drafting · AEO citation tracking | Weekly (publish) · Monthly (audit) | Joint · MH-1 Co-Pilot (SEO) + Anthony (voice) |
| Creative Production | Concept briefs · UGC + Healthgrades sourcing · video editing · ad asset builds | Bi-weekly | MH-1 · Co-Pilot (Creative) |
| Conversion Infrastructure | EHR → ad-platform conversion sync · UTM framework · GA4 cleanup · attribution model | Monthly (after Day 30) | Joint · MH-1 Co-Pilot (Analytics) + MindRx IT / IntakeQ admin |
| Referral System | PCP packet · pilot management · patient referral flow · post-visit asks · attribution tracking | Bi-weekly | Joint · MH-1 Co-Pilot (Lifecycle) + MindRx Admin team |
| Provider Capacity | Credentialing tracking · onboarding pacing · provider intro video production | Weekly status · Monthly capacity review | Client · MindRx leadership |
| Reporting + Pacing | M/W/F digest · weekly sync · monthly review deck · QBR | Weekly / Monthly | MH-1 · Co-Pilot Lead |
media-plan-system.marketerhire.com. Updated weekly by Co-Pilot Lead.Optimization is mechanical — what we watch, what triggers an action, when we report. No "monitor performance" hand-waves.
| Cadence | Format | Attendees | Purpose |
|---|---|---|---|
| M / W / F | Async Slack digest | Anthony + Cary · MH-1 Co-Pilot Lead | Patient CPA · verification · form-fills · top issues |
| Weekly | 30-min sync (Zoom) | Anthony · Cary · Co-Pilot Lead · channel co-pilots as needed | Plan vs actuals · decision-rule triggers · upcoming launches |
| Bi-weekly | Creative review | Anthony · Co-Pilot Creative · Co-Pilot Lead | New concepts · Healthgrades surfacing · founder recordings |
| Monthly | Vercel dashboard + review deck | Anthony · Cary · Co-Pilot Lead | Patient-CPA reconciliation · channel scale decisions · capacity pacing |
| Quarterly | QBR + roadmap refresh | Anthony · Cary · Raaja · Co-Pilot Lead | Quarter recap · next-quarter plan · org/budget decisions |
| 24/7 | Always-On Platform Health | Co-Pilot Lead (escalates to Anthony if Critical) | Pixel health · UTM integrity · spend pacing · attribution flow |
What ships in the first 14 days post-approval, what "Month 1 success" looks like quantified, and the systems you'll be looking at every week.