Workstream B

Trigger map

Every stage change is fired by something observable: a payment, an appointment status, a reply, or a timer. Stages a human moves by feel decay within a month. Press play to watch the system assemble, or choose an email flow to see only its own path.

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Four sources feed the funnel, which fires triggers T-01 to T-08, moving opportunities through pipelines P1, P2 and P4 and enrolling contacts into email flows F1 to F8. SOURCE FUNNEL TRIGGER PIPELINE Landing page Phone Instagram DM Referral /start /assessment /match T-01 Assessment abandoned, 30 min → Flow F1 T-02 Contact created, source locked → Flow F6 T-03 Slot held 20 minutes T-04 Unpaid → Flow F2 T-05 Paid → Flow F3 The appointment T-07 No-show → Recovery T-06 Attended T-08 Objection tag set in the room → Flow F4 P1 · New Enquiry Stage 1 P1 · Booked Stage 4 P1 WON, P2 created Consultation attended P2 · Considering Branched nurture P2 WON Treated P4 Reactivation → Flow F8
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See one email flow at a time

TriggerT-01
PipelineP1 · stage 2
Messages6
  1. You stopped at question three
  2. The question most people stall on
  3. What happens after you finish
  4. Who reads your assessment
  5. The seven questions to ask any practice
  6. Closing your assessment
TriggerT-04
PipelineP1 · stage 3
Messages4
  1. Your appointment is held, not booked
  2. May I guess what stopped you?
  3. The honest state of your appointment
  4. Your hold has been released
TriggerT-05
PipelineP1 · stage 4
Messages6
  1. Confirmed: your time with Dr. Morgan
  2. A note before your appointment
  3. How to prepare, briefly
  4. Reminder, and please confirm · SMS
  5. Final reminder · SMS
  6. We missed you this afternoon
TriggerT-08
PipelineP2 · stages 2 to 3
Messages6
  1. Your plan, as discussed
  2. The thinking behind the order
  3. Branch content begins
  4. Branch content, second piece
  5. One question
  6. Your plan stays valid
TriggerNone
PipelineNo pipeline
Messages2
  1. One question, answered honestly
  2. Resend to unopens, new subject only
TriggerT-02
PipelineP1 · stage 2
Messages6
  1. A useful thing, not a chase
  2. Why there is no same-day treatment
  3. An offer to answer one question by phone
  4. Last scheduled touch
  5. A clean exit
  6. Close as no-response
TriggerMembership active
PipelineP5
Messages4
  1. Credit balance and one useful thing
  2. First access, genuinely before public
  3. Your skin examination is due
  4. Coordinator call task, not an email
Trigger21 days quiet
PipelineP4
Messages4
  1. Your interval, your history
  2. Something useful for your treatment
  3. A personal invitation to be reassessed
  4. A clean exit

Five pipelines, enquiry to membership

PipelineCoversStagesWon when
P1New EnquiryNew Enquiry · Contacted · In Conversation · Consultation Booked · Did Not Attend · AttendedThe patient was examined, not merely booked
P2Consultation to TreatmentAttended · Plan Issued · Considering · Treatment Booked · Deposit Paid · TreatedFirst treatment delivered and paid in full
P3Course and Program DeliveryCourse Planned · Session Booked · Session Complete Next Unbooked · Paused · CompleteFinal session of the agreed course delivered
P4ReactivationSegmented · Campaign Running · Re-engaged · Consultation Booked · Returned · SuppressedA returned patient attended
P5Membership and RetentionMaintenance Due · Offered · Active Member · At Risk · CancelledMembership active and first payment cleared

A contact holds exactly one open opportunity at a time. Nothing is deleted; lost opportunities route to P4, and the only exit from the system is Suppressed.

Fifteen triggers, each with an owner and a rot timer

A rot timer with no escalation is decoration. Every one below escalates to the person who can fix the cause, not to the owner of the practice.

RefFires whenWhat happensOwnerRot
T-01Assessment started, not finished, 30 minFlow F1 enrols. No opportunity yetSystem—
T-02Details submittedContact and P1 opportunity created, source locked, consent stamped, first reply inside 5 minutesSystem15 min
T-03Time selectedSlot held 20 minutes, payment requestedSystem20 min
T-0420 minutes elapsed, unpaidFlow F2, tag book-unpaid, hold released at 24 hFront desk24 h
T-05Payment clearsP1 to Booked. Flow F3, confirmation and remindersSystem—
T-06Appointment marked attendedP1 won, P2 created within 2 hours, task to issue the planSystem2 h
T-07No-show, or 30 min past with no statusRecovery inside 30 minutes, never mentioning the feeCoordinator24 h
T-08Objection tag set in the roomFlow F4 selects its branch. No tag raises a task rather than guessingDr. Morgan2 h
T-09Plan issuedplan_value written. First honest pipeline number in the journeyCoordinator48 h
T-1048 h after plan, no bookingP2 moves to Considering, branched nurture continuesSystem21 days
T-11Treatment delivered and paidP2 won. Aftercare, review booking, P3 or P5 createdSystem—
T-1221 days in Considering, no engagementLost with a required reason, routed to P4System—
T-13Missed inbound call, any hourSMS inside 60 seconds, callback task due in 15 minutesFront desk15 min
T-14Recall interval reachedClinical due date, not an offerSystem30 days
T-15Any inbound reply, any channelEvery running sequence pauses. Task to the card ownerSystem—

Source locked at first touch

On contact creation the system writes source_channel, source_campaign, source_content, first_touch_date and the landing URL with its parameters, then locks them. They are never overwritten.

Without the lock, a patient who first arrives from Instagram and later returns via a Google search silently rewrites her own origin, and every channel report becomes fiction. This one rule is what makes attribution survive contact with reality.

The limitation is stated openly: this is first-touch attribution. It undercredits the content that closes and overcredits whatever was clicked first. Where the source is ambiguous, the booking form asks, and the mismatch between the two answers is itself useful.

Website and funnel wired end to end

Every CTA on the site opens the same four-question assessment. The assessment writes to the CRM, the CRM holds the slot, the payment confirms it, the calendar books it, and the appointment status closes the loop back to the pipeline.

There is no step in that chain where a human retypes something from one system into another, which is where the current setup loses people.

Six numbers, one screen, every Monday

#NumberDefined asAnswers
01Speed to leadMedian seconds to first delivered response, by source and hour, plus the 95th percentileHow fast do we actually answer?
02Enquiry to consultationPercentage of P1 opportunities reaching Booked, split by sourceIs this a lead-quality problem or a follow-up problem?
03AttendancePercentage of booked consultations attended, split by lead timeDo they turn up, and if not, why?
04Consultation to treatmentAttended to first treatment paid, at 30 and at 90 daysWhat does the follow-up programme recover?
05Revenue by sourceWon value on locked first touch, reconciled monthly against the payment processorWhat did marketing actually produce?
06Database revenueP4 and recall won value, isolated from new acquisitionWhat is the database worth?
The gap in row four is the number that justifies the engagement. The 30-day figure is coordinator performance. The distance between 30 and 90 days is exactly what post-consultation nurture recovers, in dollars, and no system the practice has owned could isolate it.

For the first ninety days the dashboard reports counts and conversion rates only. No weighted forecast, and every stage probability labelled modelled until replaced by the practice's own observed rates.