Workstream A
The full email programme
8 flows, 38 messages, mapped to the patient lifecycle. Structure adapted from a proven eight-flow library; the discounting was removed, because the practice's position is that the price does not move and one urgency email would contradict the entire website.
Rules binding every flow
Consent, quiet hours, unsubscribe
Consent is captured and stamped. Separate opt-in states for appointment communication and for marketing, each recorded with date, time, source and IP on the contact. Contacts with no recorded consent receive no marketing; they may receive one plainly worded re-permission message, and silence is a no.
Quiet hours are absolute. No marketing SMS before 8:00 am or after 9:00 pm, workflow timezone pinned to America/Phoenix. Arizona does not observe daylight saving, so a "contact timezone" setting would send at the wrong hour for half the year.
Unsubscribe is one click and honoured across every channel within the hour, written to a master suppression list that no future import can resurrect. Physical address in every marketing email. Transactional appointment mail is exempt under CAN-SPAM and carries it anyway.
What never appears
No discount, no coupon, no price promotion, in any flow, ever. This is the single largest departure from the source library, six of whose eight flows end in a coupon.
No manufactured deadline. Every deadline in this programme is real: a twenty-minute slot hold, a forty-eight-hour reschedule window, a ninety-day fee credit, a clinical recall interval.
No health or treatment outcome claims. No before-and-after imagery. No patient testimonials. Proof is the practice's standards and its refusals.
No clinical detail in any merge field. Interest category and appointment logistics only. The chart stays in the EMR.
Any inbound reply pauses every running sequence on that contact instantly, and raises a task for the owner. An automation talking over a live conversation destroys more trust than the programme saves.
F1 · Interest, before enquiry
Assessment abandoned
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Email
You stopped at question three
Alt subject: Your assessment is still open
You started the assessment and did not finish. No harm done, and nothing has been sent to the practice.
It runs to four questions and takes about four minutes. The reason it exists is so Dr. Morgan reads your case before you sit down, rather than spending your first ten minutes on paperwork.
One honest catch: your answers are held in this browser only. Close the tab and they are gone.
Finish the assessment
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Email
The question most people stall on
Alt subject: Question four is the one that matters
Most people stop at the recovery question, and it is the one that changes the recommendation more than any other.
If your answer is that you cannot afford any visible downtime, say so. It does not narrow what we can discuss. It narrows what we would sensibly recommend, which is the point.
Pick up where you left off
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Email
What happens after you finish
Alt subject: The whole sequence, plainly
So you know what you are agreeing to: the assessment produces a matched starting point on screen. You choose a time. You come in for forty-five minutes with Dr. Morgan, and you leave with a written, sequenced, priced plan.
Finishing the questions commits you to nothing and costs nothing. Payment only happens if you decide to book.
See your starting point
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Email
Who reads your assessment
Alt subject: Not a coordinator
Dr. Morgan reads every assessment himself, before the appointment. There are no delegated first consultations here.
It is the least efficient thing the practice does, and it is the reason the plan you receive is worth reading.
Finish the assessment
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Email
The seven questions to ask any aesthetic practice
Alt subject: Useful whether you come to us or not
Nothing for sale today. This guide is genuinely useful wherever you have your treatment, and it includes the two questions this practice finds least comfortable.
Who performs the treatment. Who wrote the plan. What happens if it goes wrong. Four more inside.
Read the guide
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Email
Closing your assessment
Alt subject: A clean ending
This is the last message from this sequence. Your partial answers are deleted today.
If the timing was simply wrong, start again whenever you like. If it is easier to talk to a person, the clinical team answers the phone directly.
Start again when you are ready
F2 · Enquiry, mid-booking
Booking abandoned
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Email
Your appointment is held, not booked
Alt subject: One step left
A plain report: your time is reserved but not confirmed. The reservation is a courtesy rather than a vault, and it blocks a slot somebody else is asking for.
If a card problem stopped you, reply to this message and a person will fix it today.
Complete your booking
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Email
May I guess what stopped you?
Alt subject: Four honest guesses
The fee. It is $150, it buys forty-five minutes of physician time and a written plan, and it is credited in full against any treatment booked within ninety days.
A card that would not go through. Reply and we will sort it today.
Second thoughts about the treatment itself. Worth saying that this appointment is an assessment, not a commitment to anything.
Or life simply interrupted, which needs no explanation at all.
Confirm your time
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Email
The honest state of your appointment
Alt subject: Your hold releases tomorrow
Your hold releases tomorrow and the time returns to the open calendar. No manufactured panic and no hidden arithmetic; Saturdays simply go first.
If you want it, it is one step. If you do not, that is an honest no and we part as friends.
Confirm before it releases
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Email
Your hold has been released
Alt subject: No charge was made
Your reserved time has returned to the calendar and no charge was made at any point.
Two times are genuinely open this week if you would still like to come in. Otherwise the practice will not contact you again about this booking.
Choose a new time
A call task is raised for the front desk at this point. The email does not replace the call.
F3 · Booked, pre-appointment
Consultation booked
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Email
Confirmed: your time with Dr. Morgan
Alt subject: Everything you need for the day
Confirmed for your chosen time. The address, the parking entrance, and the floor are below, along with a calendar invitation.
Bring a list of any current medications, and whatever record you have of previous treatment, including product names and dates if you know them.
Come without makeup, or arrive fifteen minutes early to remove it. The assessment needs bare skin under standardized lighting.
Add to your calendar
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Email
A note before your appointment
Alt subject: From Dr. Morgan
A short note from Dr. Morgan on what he has read from your assessment, and one or two things worth thinking about before you come in.
You do not need to prepare answers. It simply means the forty-five minutes start on your actual question.
Read what to expect
The highest-value message in the programme. Patients who hear from the physician beforehand arrive prepared and attend more reliably.
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Email
How to prepare, briefly
Alt subject: Short, and worth reading
Sun avoidance from today. Pause any retinoid or acid for forty-eight hours. Bring the medication list.
That is the whole preparation. Anything more specific to you will have been said already.
See the full preparation notes
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SMS
Tomorrow at your time. Please confirm.
Reminder for tomorrow. Reply YES to confirm, or use the link to move it. Free to reschedule up to 48 hours before.
Reschedule
A patient who actively confirms attends far more reliably than one who has merely been reminded. No reply by 24 hours raises a call task, not another text.
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SMS
Parking is under the building, entrance on Marshall Way.
Final reminder. Second floor. See you shortly.
Get directions
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Email
We missed you this afternoon
Alt subject: Two times that might work better
We had you down for this afternoon and missed you. Your fee is held, nothing is lost, and there is nothing to explain.
Two alternative times are open this week if either suits.
Pick a new time
Never mentions the fee as a penalty, the policy, or the inconvenience. People miss appointments because they are embarrassed, frightened or overwhelmed, and a message that adds to any of those closes the door permanently.
F4 · Consulted, deciding
After the plan
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Email
Your plan, as discussed
Alt subject: Nothing else in this message
Your written plan is attached, exactly as discussed. Sequenced, priced, and yours to keep.
Take it to another physician if you would like a second opinion. We would rather you did than proceed unsure.
Open your plan
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Email
The thinking behind the order
Alt subject: Why the sequence runs that way
A short note on why the plan is ordered the way it is: what has to happen first for anything after it to work, and what can safely wait a year.
The order matters more than the individual items, which is the part most plans leave out.
Read the reasoning
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Email
Branch content begins
Alt subject: Selected by the objection tag
This message and the next are chosen by the concern recorded before you left the room. The six branches are set out below.
Varies by branch
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Email
Branch content, second piece
The second piece of the same branch. Different angle, same concern.
Varies by branch
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Email
One question
Alt subject: Direct and human
One question, and a real person reads the reply: what is the one thing still unresolved?
If the answer is that you have decided against it, that is genuinely useful to know and the sequence stops today.
Reply to this message
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Email
Your plan stays valid
Alt subject: A clean close
Last message from this sequence. Your plan does not expire, the price does not change, and nothing needs to be decided by a date.
When you are ready, the practice is here. If you would rather not hear from us, one click below and you will not.
Book when you are ready
No deadline, no discount, no scarcity. The website says the price does not move; one urgency email would contradict the whole site.
The six branches, chosen in the room
Dr. Morgan sets one objection tag before the patient leaves. It takes about ten seconds and it decides which two messages send on days three and seven. No tag raises a task rather than guessing, because the wrong branch is worse than a delay.
| Tag | Concern | What the branch answers |
|---|---|---|
| obj-price | Price | The plan sequenced into stages, the cheapest useful first step, the Maintenance Plan as a structure rather than a discount, and third-party finance mentioned once as a footnote. |
| obj-fear | Fear | How the treatment is actually performed, what the physician does if it goes wrong, reversal and management, and an offer to talk it through by phone. |
| obj-timing | Timing | Recovery calendars mapped against the date the patient named, and the honest lead times for anything staged. |
| obj-recovery | Recovery | Day by day recovery reality, what can be worked through and what cannot. |
| obj-partner | Partner | Written to be forwarded, and to be read by someone who was not in the room. |
| obj-unsure | Unsure | The plan restated in plainer language, plus a no-charge fifteen-minute call. |
F5 · All consented contacts
The standing letter
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Email
One question, answered honestly
Alt subject: Under 400 words
One question per letter, answered properly and in under four hundred words. Nothing for sale in three letters out of four.
Sample subjects: why pigmentation comes back; what downtime actually looks like day by day; the treatments we decline most often; how to read a treatment plan; when the honest answer is a surgeon.
Read the letter
The reference library sends daily. A medical practice sending daily promotional mail would be both irritating and reputationally wrong.
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Email
Resend to unopens
Alt subject: New subject line only
Same letter, new subject line, sent only to those who did not open. Kept from the reference library because it works and costs nothing.
Read the letter
F6 · Enquiry, unworked
Enquiry, no reply
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SMS
Something useful, not a chase
One genuinely useful piece of information related to what you asked about. No request attached.
Read it
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Email
Why there is no same-day treatment
Alt subject: The one thing he will not bend on
Dr. Morgan sees everyone before treating them, and first-time injectable patients are booked on a separate day.
Said plainly because it is the most common reason people choose this practice, and occasionally the reason they choose another.
See how it works
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SMS
Can I answer one question by phone?
A direct offer to answer one question, by phone, with the clinical team rather than reception. Two minutes.
Call the practice
This touch outperforms every automated alternative in the sequence.
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Email
Last scheduled message
Alt subject: The door stays open
This is the last scheduled message. Nothing expires and nothing changes if you come back in six months.
Start the assessment
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Email
A clean exit
Alt subject: Easy to leave
If this is not for you, one click and the practice will not contact you again.
Unsubscribe
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Email
Closed
Alt subject: Internal only
Opportunity closed as no-response and routed to reactivation. No further message is sent.
None
F7 · Active member
Members only
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Email
Your credit balance, and one useful thing
Alt subject: Short
Your accrued credit, which does not expire, and a booking link. Plus one useful thing, briefly.
Book your next appointment
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Email
Before anyone else hears of it
Alt subject: Genuinely first
First access to new clinic hours and to any new device or service, genuinely before public announcement.
This is the one place in the whole programme where "before anyone else" is literally true, so it is the one place it is said.
See what is new
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Email
Your skin examination is due
Alt subject: Included in your plan
Your annual skin examination is included. Thirty minutes, dermoscopy, findings in writing.
Book your examination
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Task
Coordinator call task
Alt subject: Not an email
Triggered by a failed payment, no appointment in 120 days while paying, two consecutive cancellations, or unused credit above $600.
This produces a call task for the coordinator, deliberately not an email. Reaching a member at 120 days is retention. Reaching them at cancellation is an argument.
Internal task
F8 · Lapsed, dormant, lost
Reactivation
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Email
Your maintenance interval has passed
Alt subject: Clinical relevance, not an offer
Your interval for the treatment you had has passed. This is a due date rather than a promotion.
What is appropriate may also have changed since you were last examined, which is worth half an hour of anyone's time.
Book an assessment
No discount in this touch or the next. Leading with a discount trains exactly the behaviour this practice has spent years unlearning.
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Email
Something useful for your treatment
Alt subject: Specific to what you had
Genuinely useful and specific to your treatment category. No request attached.
Read it
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Email
Would you like to be reassessed?
Alt subject: A personal invitation
A direct invitation to come in and be reassessed, written to be read by a person rather than a segment.
Book an assessment
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Email
A clean exit
Alt subject: Easy to stay, easier to leave
Last message. Staying subscribed is easy and leaving is easier, and your record stays yours either way.
Unsubscribe
Build order, and what to measure
| Phase | Flows | Why here |
|---|---|---|
| 1 | F3, F2 | Money already in motion. Protects booked revenue from week one |
| 2 | F6 | Speed to lead, the largest single leak |
| 3 | F1 | Assessment recovery, cheap and immediate |
| 4 | F4 | The biggest revenue recovery in the programme |
| 5 | F5, F7 | Retention and standing audience |
| 6 | F8 | Last, once the journey behind it can hold the volume |
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. The sending domain is warmed for two weeks first, and volume is capped at 400 per day in month one.