HX — CAPABILITIES INDEX
Healthcare marketing services: five capabilities, sequenced against the constraint
ORDER OF OPERATIONS
Sequenced, not stacked
Five categories. Which one runs first is decided by the examination, not by the menu.
Rx 01 · ACQUISITION
Patient acquisition — paid, local search and answer engines
- Paid search management
- Paid social management
- One budget, sequenced across search, social and local
- Demand mapping by market
- Brand-search reclamation
- Local SEO templating
- Generative & Answer Engine Optimization (GEO / AEO)
Rx 02 · BRAND, ICP & CONTENT
Brand definition, ICPs and the content that carries them — then the site
- Brand definition & rebrand
- ICP definition — who they are, what hurts, how the brand answers it
- Content development — messaging kept current across ads, site and search
- Brand system & guidelines
- Hub + location templating
- Site rebuild on instrumented stack
- Photography, videography & illustration direction
Rx 03 · INTAKE & OPS
Patient conversion — the desk, the phone and the schedule
- Call-center instrumentation
- Front-desk feedback loop
- Online booking & routing
- Same-day capacity matching
Rx 04 · REPORTING
Marketing attribution and reporting
- One-page monthly readout
- Tied to the income statement
- Monthly pack — owner, partners, or board
- Quarterly recommitment review
- Continuous watch · exception alerts
Rx 05 · PRE-EXIT
Preparing a practice for sale
- Banker-ready growth narrative
- Multiple-modeling assist
- Diligence support package
- Post-close integration
NOT IN SCOPE
What is not in scope
- Logo refresh as standalone
- Award-bait creative
- Blog content farms
- White-label work
- Verticals we can't measurably help
SEQUENCING
How the sequence gets decided
Every engagement starts with the same six-week examination. Whatever the diagnosis says, that's where we start. Everything else gets re-prioritized around it.
SEE THE FIVE-PHASE METHOD →INTAKE
What happens after you apply
The application is read by a partner, not by a form router, on the Monday following submission. You get one of three answers by Friday: yes, no, or a conversation to establish which.
If it is yes, the first thing that happens is the examination — six weeks, a fixed fee, and no proposal for anything else until it concludes. Three locations minimum, a week sitting with the call centre, your last four board decks or whatever you actually steer by. It ends in one document naming the constraint and the smallest set of changes that moves it, ranked by leverage rather than by effort.
Nothing on this page is bought before that document exists. The five capabilities are the menu the diagnosis orders from, and the order matters more than the items — which is also why we will not quote a scope of work against a phone call.
There is always something to fix. A group that has plateaued would not be reading this otherwise, and the best-run groups we know still have a list. So the examination does not ask whether. It ends with what: the spend, the changes to how you message and market, and the order they happen in. The only question left is whether we agree on that list and on testing and reworking it together. If we can't, we part ways before anything is built. We have, many times — a group that won't do what growth takes fires its agency within the year anyway, and neither side enjoys the year.