The menu · three axes, one mark per line
What we do
The catalog is nine engines: what is sold. The timing is Foundation → Fill → Grow → Run: which line fires when. The autonomy mark shows what the Digital Practice Twin runs by itself.
One Digital Practice Twin per practice, named for your practice, carrying all four pillars' capabilities — so your team adopts one worker rather than four tools.
01 · Status
How to read the marks
Every engine and every line carries one of three marks. Nothing on the menu is unmarked.
Running for a paying practice today, and repeatable. Quotable without flinching.
Exists and works. Has not run at volume for a paying practice, or is pending a pilot. You are told before you pay.
Not built. On the menu so you can tell us whether you'd want it.
02 · Catalog
Nine engines
In menu order. Open an engine for its lines: each carries its status, the phase that fires it, whether the Digital Practice Twin runs it by itself, and the evidence its status rests on.
- FoundationWeeks 1–4
- FillWeeks 3–8
- GrowMonth 2 onward
- RunThe retainer
Capture Infrastructure
ShippedPractice Management
What the install fee buys. The gate that precedes every ad dollar — and the one engine identical across dental, medspa and plastics.
| Line | Status | Phase | Twin | Evidence |
|---|---|---|---|---|
| Conversion tracking | Shipped | Foundation | Live at the first practice: container, analytics, ads tag, consent mode, event allowlist; offline conversions uploaded from booked outcomes | |
| Phone capture and speed-to-lead | Shipped | Foundation | Twin runs this | Missed-call text-back and speed-to-lead workflows running in the practice's automation platform; specs and live pulls versioned in the repo |
| Follow-up system | Shipped | Foundation | Twin runs this | Triage, booking, confirmation and no-show recovery; the front-desk call sheet is the Twin console's Today view |
| Digital intake | Shipped | Foundation | Marketing intake in the automation platform; clinical intake stays in the practice-management system by design |
Local Search & Listings
ShippedPractice Growth
Found when someone nearby searches. One phone number, everywhere it is published.
| Line | Status | Phase | Twin | Evidence |
|---|---|---|---|---|
| Website build or conversion rebuild | Shipped | Foundation | Seven builds off one template; performance budgets and nine gate families run in CI on every change | |
| Listings and NAP rebuild | Shipped | Fill | The first practice rebuilt to one public number after three were found in circulation; the zip-and-phone discipline is now a build gate | |
| Educational content and local SEO radius | Built · not yet proven | Grow | Unverified — no evidence either way yet |
Owned Media
ShippedPractice Growth
The surfaces you own — site, cards, take-home — built once, kept current by the factory.
| Line | Status | Phase | Twin | Evidence |
|---|---|---|---|---|
| In-room collateral set | Shipped | Fill | Three packets per procedure — pre-treatment, after-treatment, deferral — plus new-patient forms and policies, in the practice's own brand | |
| Narrative chairside presentation | Built · not yet proven | Foundation | Near-MVP; pending a full pilot before it is sold as finished | |
| Storybook take-home portal | Built · not yet proven | Fill | Twin runs this | Near-MVP; pending a full pilot before it is sold as finished |
Paid Media
ShippedPractice Growth
Search and performance campaigns, scaled against booked outcomes — never against clicks.
| Line | Status | Phase | Twin | Evidence |
|---|---|---|---|---|
| Google Search and Performance Max | Shipped | Grow | Live at the first practice with offline conversion upload; impression share pulled weekly and committed as a reviewed dataset | |
| Meta and Instagram funnels | Built · not yet proven | Grow | Pixel and Conversions API wired and verified at the first practice; funnel volume not yet proven | |
| Local Service Ads | Built · not yet proven | Grow | Unverified — no evidence either way yet |
Reputation & Reviews
Built · not yet provenPractice Development
The review engine and the replies. Built, rebuilt correctly, not yet run at volume.
| Line | Status | Phase | Twin | Evidence |
|---|---|---|---|---|
| Review engine | Built · not yet proven | Fill | Twin runs this | The first sequence was gated on a satisfaction score — a platform-policy violation — struck and rebuilt as an unconditional post-visit request. Never run at volume. |
| Profile cadence and review replies | Built · not yet proven | Run | Unverified — no evidence either way yet |
Internal Marketing & Reactivation
Built · not yet provenPractice Development
The patients you already have. Membership shipped; reactivation at scale is the one moment still hand-run.
| Line | Status | Phase | Twin | Evidence |
|---|---|---|---|---|
| Membership plan build | Shipped | Fill | Live at the first practice; first member enrolled two weeks after delivery | |
| Referral card system | Shipped | Fill | In the collateral set | |
| Dormant and recall reactivation | Built · not yet proven | Fill | Twin runs this | One wave, hand-run August 13. Not yet automated at scale — the honest gap. |
| Unsigned case recovery | Built · not yet proven | Grow | Twin runs this | A procedure-specific nurture live at the first practice; the general mechanism not yet proven across procedures |
| Seasonal benefit campaigns | Built · not yet proven | Grow | Unverified — no evidence either way yet |
Grassroots & B2B Cross-Referral
RoadmapPractice Growth
Referral relationships with the practices and businesses around you.
| Line | Status | Phase | Twin | Evidence |
|---|---|---|---|---|
| Cross-referral programme | Roadmap | Grow | Marked roadmap, not cut: disproportionately how medspa and plastics grow. We don't run this yet — would you want it? |
Experiential & Events
RoadmapPractice Growth
Open houses, community events, the in-person moment.
| Line | Status | Phase | Twin | Evidence |
|---|---|---|---|---|
| Events programme | Roadmap | Grow | Marked roadmap, not cut. We don't run this yet — would you want it? |
Direct Mail & KOL
RoadmapPractice Growth
Every-door mail and key-opinion-leader partnerships.
| Line | Status | Phase | Twin | Evidence |
|---|---|---|---|---|
| EDDM and KOL partnerships | Roadmap | Grow | Marked roadmap, not cut. We don't run this yet — would you want it? |
03 · Off the priced menu
The retainer
These lines are not bought one at a time. They are what the monthly fee is. The retainer starts at signature, not at launch. How the fee is shaped is on the pricing page.
| Line | Status | Phase | Twin | Evidence |
|---|---|---|---|---|
| Campaign management and the monthly report | Shipped | Run | Four scheduled pulls open a reviewed pull request weekly: search rankings, ads impression share, automation-platform backup, answer-engine citations | |
| Pulse daily brief | Built · not yet proven | Run | Twin runs this | Runs daily for NextGen; never client-deployed |
| Gap recovery and AR monitor | Built · not yet proven | Run | Twin runs this | Unverified — no evidence either way yet |
| Academy and staff training | Built · not yet proven | Run | About 6 of roughly 65 modules live |
Every line above carries its mark before you pay: what runs for a paying practice today, what exists and has not yet run at volume, and what is not built. The engines you would buy first are the ones your Scan finds missing.
We scope it together.
Next step
Start with the Scan
The Practice Scan is free and opens the door; it scopes the install, it does not sell you one.