Prepared for Dr. Alex Morgan

Turning the demand you
already have into
booked, attended revenue.

Three workstreams: the email programme, the GoHighLevel pipeline and trigger build, and the social graphics. One outcome, which is that a patient who raises a hand stops disappearing between the enquiry and the chair.

See the animated trigger map View the social samples

01 · The diagnosis

You do not have a lead problem.

You have a leakage problem that looks like a lead problem, which is why changing agencies has never fixed it.

Demand arrives through the site, the phone, the DMs and the referral network. It then has to survive a gap: between an enquiry landing and someone seeing it, between a consultation ending and a decision being made, and between a treatment finishing and the next one being booked.

Nothing in the building makes any of those the next visible task. So they fall to whoever remembers, and by four o'clock nobody remembers who called at ten.

This is a structure problem wearing a people costume. The front desk is not slow. They are interrupted every ninety seconds by a phone, a walk-in, a chat window and a patient at the till, and follow-up is the first thing that falls when the day gets loud.

What this is not

Not another receptionist
Not another platform to adopt
Not another promotion
Not another agency running ads
Not another spreadsheet that decays in a fortnight

Every one of those has been tried in practices like yours. This is the connective tissue between the tools you already pay for.

02 · What gets built

Three workstreams.

Workstream A

Email and SMS programme

Eight flows, mapped to the patient lifecycle
Post-consultation nurture branched by the real objection
Booking recovery, no-show recovery, recall
Consent, quiet hours and unsubscribe handling built in
No discounting anywhere in the programme

The full email plan

Workstream B

Pipelines and triggers

Five pipelines covering enquiry to membership
Fifteen triggers, each with an owner and a rot timer
Website and funnel wired to the CRM end to end
Source locked at first touch, so attribution holds
Six numbers on one screen, every Monday

The trigger map

Workstream C

Social graphics

Ten sample graphics, built on the site's own system
Four educational posts to every one offer
Sourced from copy already on the website
No before-and-after, no testimonials, no outcome claims
Handed over as templates the front desk can run

See the ten samples

03 · The mechanism

Website, booking, trigger, pipeline.

What fires, in what order, and where the opportunity sits at every step. Nothing here is moved by feeling; every stage change is triggered by something observable, which is a payment, an appointment status, a reply or a timer.

flowchart TD
    L[Landing page]:::src --> S1
    PH[Phone]:::src --> S1
    DM[Instagram DM]:::src --> S1
    RF[Referral]:::src --> S1

    S1["/start"]:::fun --> S2["/assessment"]:::fun
    S2 -. "abandoned 30 min" .-> T01
    T01["T-01 · Assessment abandoned"]:::trg --> F1[["Flow F1"]]:::flw

    S2 --> S3["/match"]:::fun
    S3 -- "details submitted" --> T02["T-02 · Contact created
source locked · consent stamped
first reply inside 5 minutes"]:::trg
    T02 --> P1[("P1 · New Enquiry")]:::pipe
    P1 --> F6[["Flow F6"]]:::flw

    S3 -- "time chosen" --> T03["T-03 · Slot held 20 minutes"]:::trg
    T03 -- "unpaid" --> T04["T-04 · Hold released 24h"]:::trg
    T04 --> F2[["Flow F2"]]:::flw
    T03 -- "paid" --> T05["T-05 · Payment clears"]:::trg
    T05 --> P2[("P1 · Booked")]:::pipe
    P2 --> F3[["Flow F3"]]:::flw

    T05 --> AP{{"The appointment"}}:::mom
    AP -- "attended" --> T06["T-06 · Attended"]:::trg
    AP -- "no-show" --> T07["T-07 · No-show, +30 min"]:::trg
    T07 --> RC[["Recovery"]]:::flw

    T06 --> P3[("P1 WON · P2 created")]:::pipe
    T06 --> T08["T-08 · Objection tag set in the room"]:::trg
    T08 --> F4[["Flow F4"]]:::flw
    T08 --> P4[("P2 · Considering")]:::pipe

    P4 -- "treated" --> P5[("P2 WON")]:::pipe
    P4 -- "21 days quiet" --> P6[("P4 · Reactivation")]:::pipe
    P6 --> F8[["Flow F8"]]:::flw

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Mermaid source, to paste anywhere

Works in mermaid.live, Notion, GitHub, Obsidian, GitLab, and most documentation tools. Also saved as proposal/flow/trigger-map.mmd.

flowchart TD
    L[Landing page]:::src --> S1
    PH[Phone]:::src --> S1
    DM[Instagram DM]:::src --> S1
    RF[Referral]:::src --> S1

    S1["/start"]:::fun --> S2["/assessment"]:::fun
    S2 -. "abandoned 30 min" .-> T01
    T01["T-01 · Assessment abandoned"]:::trg --> F1[["Flow F1"]]:::flw

    S2 --> S3["/match"]:::fun
    S3 -- "details submitted" --> T02["T-02 · Contact created<br/>source locked · consent stamped<br/>first reply inside 5 minutes"]:::trg
    T02 --> P1[("P1 · New Enquiry")]:::pipe
    P1 --> F6[["Flow F6"]]:::flw

    S3 -- "time chosen" --> T03["T-03 · Slot held 20 minutes"]:::trg
    T03 -- "unpaid" --> T04["T-04 · Hold released 24h"]:::trg
    T04 --> F2[["Flow F2"]]:::flw
    T03 -- "paid" --> T05["T-05 · Payment clears"]:::trg
    T05 --> P2[("P1 · Booked")]:::pipe
    P2 --> F3[["Flow F3"]]:::flw

    T05 --> AP{{"The appointment"}}:::mom
    AP -- "attended" --> T06["T-06 · Attended"]:::trg
    AP -- "no-show" --> T07["T-07 · No-show, +30 min"]:::trg
    T07 --> RC[["Recovery"]]:::flw

    T06 --> P3[("P1 WON · P2 created")]:::pipe
    T06 --> T08["T-08 · Objection tag set in the room"]:::trg
    T08 --> F4[["Flow F4"]]:::flw
    T08 --> P4[("P2 · Considering")]:::pipe

    P4 -- "treated" --> P5[("P2 WON")]:::pipe
    P4 -- "21 days quiet" --> P6[("P4 · Reactivation")]:::pipe
    P6 --> F8[["Flow F8"]]:::flw

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Trigger	Fires when	What happens	Owner
T-01	Assessment started, not finished, 30 minutes	Flow F1 enrols. No opportunity yet, because this is not a lead	System
T-02	Details submitted	Contact and P1 opportunity created. Source locked, consent stamped, first response inside five minutes	System
T-03	Time selected	Slot held twenty minutes, payment request issued	System
T-04	Twenty minutes elapsed, unpaid	Flow F2. Hold released at twenty-four hours, task to the front desk	Front desk
T-05	Payment clears	Confirmation, preparation notes, reminder sequence	System
T-06	Marked attended	P1 won. P2 created within two hours. Task to issue the written plan	System
T-07	No-show, or thirty minutes past with no status	Recovery begins inside thirty minutes, never mentioning the fee	Coordinator
T-08	Objection tag set before the patient leaves	Flow F4 selects its branch. No tag raises a task rather than guessing	Dr. Morgan
T-15	Any inbound reply, any channel	Every running sequence pauses. Nothing automated talks over a live conversation	System

04 · The email programme

Eight flows.

Structure adapted from a proven eight-flow library. The discounting was removed, because your position is that the price does not move, and one urgency email would contradict the entire website.

Flow	Name	Enters from	What it recovers
F1	Assessment abandoned	Started the scan, never finished	Interest that never became an enquiry
F2	Booking abandoned	Chose a time, never paid	Appointments already half-made
F3	Consultation booked	Paid and booked	Attendance, through preparation and reminders
F4	After the plan	Consultation attended	The largest recoverable revenue in the practice
F5	The standing letter	All consented contacts	Authority, fortnightly, one idea at a time
F6	Enquiry, no reply	Enquired, went silent	Six touches, three channels, then it stops
F7	Members only	Active plan members	Retention, and the at-risk call before cancellation
F8	Reactivation	Lapsed and dormant	The database you already paid to build

The one number that justifies the programme. Flow F4 is measured at thirty and ninety days. The gap between those two figures is exactly what post-consultation follow-up recovers, in dollars, and no system the practice has owned could isolate it before.

05 · Sequence

Build order, and why.

Each phase produces before the next begins. A system nobody trusts gets routed around within a month.

Phase	Weeks	Built	What it proves
1	1 to 2	Missed-call recovery, source attribution, speed to lead	Response time drops from hours to minutes
2	3 to 4	Booking, payment, confirmation, reminders, Flows F2 and F3	Attendance rises and no-shows get recovered
3	5 to 6	P2 pipeline, Flow F4, objection branching	Consultation to treatment becomes a visible number
4	7 to 8	Aftercare, reviews, recall, Flow F1	Patients return on schedule rather than on impulse
5	9 to 11	Database cleanup, P4, Flow F8	Revenue from people the practice already knows
6	12	Membership, social templates, dashboards	The owner can stop asking

Reactivation is deliberately last. It usually pays for the whole engagement, and running it into a broken booking process wastes the one asset that cannot be rebought.

06 · Your part

What you personally have to do.

Stated plainly, because the real question is whether this becomes another thing you have to manage.

Who	What	How long
You	Set one objection tag before each patient leaves the room	About ten seconds per consultation
You	Approve message copy once per flow, before it goes live	Two sessions of forty-five minutes, front-loaded
Coordinator	Issue the written plan within twenty-four hours	Already the job
Front desk	Set appointment status at completion, not end of day	Seconds, and load-bearing for all reporting
Manager	Clear the task queue in a ring-fenced twenty minutes	Twenty minutes daily

Everything else runs whether or not anyone is in the building.

07 · Visibility

Six numbers, every Monday.

Speed to lead

Median seconds to first delivered response, by source and by hour. Written automatically and not editable by any user.

Enquiry to consultation

Split by source, which is what separates a lead-quality conversation from a follow-up conversation.

Attendance

Booked to attended, split by lead time so the cause is visible rather than inferred.

Consultation to treatment

At thirty and at ninety days. The gap between them is the value of the follow-up programme.

Revenue by source

Attributed to locked first touch, reconciled monthly against the payment processor.

Database revenue

Isolated from new acquisition. The number you have never been able to see.

The week-one baseline comes first. Published before anything is switched on. It will be uncomfortable and worse than expected, and it is the only thing that makes month six provable.

The next step is a conversation,
not a contract.

Forty-five minutes to walk the trigger map against your actual numbers, and to establish the baseline. If the leak is smaller than this proposal assumes, you will hear that plainly.

Book the walkthrough See the social samples

Prepared by Bea Trisha Basa, Revenue Growth Partner. All figures in this proposal are structural or illustrative; none are drawn from a live account. Baseline and forecast numbers come from the practice's own data at week one.