SURFACES SCANNED
29
24 location surfaces + hub + 3 ad accounts + template library
Guidelines and templates in daily use, not a PDF in a drawer. If the right way takes longer than the wrong way, nobody uses it — so the whole system is one page, and this is it.
01 · THE LOCKED SET — six things. Everything else in this system is a preference. These six are the brand.
WORDMARKLOCKED
Clear space all round = the height of the capital M. Minimum printed width 1.25 in. Never stretched, re-coloured, or set inside a shape.
COLOURLOCKED
Slate · Clay · Bone. Three. There is no fourth. Clay is the only accent — if two things on a page are Clay, one of them is wrong.
TYPELOCKED
Neue Haas Grotesk 55
HEADINGS · LABELS · SIGNAGE
Tiempos Text Regular
BODY · LETTERS · FORMS
Two faces, licensed group-wide, installed on every managed machine. If the file won't open, ask. Do not substitute.
THE NUMBERLOCKED
(512) 555-0140
Every published surface carries that location's tracked line, in that format. Never the back-office line, never a mobile, never a number off a printer's old file. The number is how the call gets counted — Form 247-K.
PHOTOGRAPHYLOCKED
Your location's own folder. Nine approved stills per location, asset-ID'd, inventoried on Form 302-S. Real rooms, real people who signed a release.
No stock. Ever. Patients compare two offices in the same town — so does a diligence team.
THE ASKLOCKED
Book a consult
Three words, that capitalisation, everywhere. Destination is the location's own booking page — never the group home page. "Schedule now", "Get started", "Learn more" are not this brand's words.
02 · WHAT YOU MAY CHANGE, AND WHAT YOU MAY NEVER — the entire governance model, in two lists. If it isn't on the right, it's yours.
YOU MAY CHANGE THISNO APPROVAL · NO EMAIL · JUST DO IT
This list is deliberately longer than most brand systems allow. A location manager who may change nothing will eventually change everything at once, somewhere we can't see.
YOU MAY NEVER CHANGE THISONE EMAIL · ONE BUSINESS DAY · ANSWER GUARANTEED
Seven items. All seven are either legal exposure or a measurement break. Not one of them is taste, and that is why the list is short enough to remember.
Question 1 is the only one that costs money. A wrong number doesn't look wrong — it just makes the call vanish from the record, and then the location has no cost per new patient. See sheet 3.
Use counts are the only honest test of whether a brand system is alive, and a system with no check mechanism is a preference. Here are both.
SCOPE — This system governs all 12 locations. The financial instruments (Form 247-B, Form 610-M) report the 11 same-store sites open at Day 0 and hold Parkway — 11 (opened Mar '26) on its own line, because a group that reports an added location as growth is measuring its construction schedule. Brand does not get scoped that way — a patient walking into Parkway sees the same wordmark as one at North — 04. Photography is governed separately by Form 302-S.
| CODE | TEMPLATE | WHO OPENS IT | WHERE IT LIVES | USES / 90D | NOTE |
|---|---|---|---|---|---|
| TPL-01 | Location page block | ADMEN + group marketing | CMS | 12 | one per location |
| TPL-02 | New-patient welcome letter | front desk | PMS merge | 794 | load-bearing · tracks first visits |
| TPL-03 | Treatment-plan cover sheet | treatment coordinator | PMS merge | 1,842 | load-bearing |
| TPL-04 | Referral thank-you card | office manager | print portal | 231 | referring-GP kit |
| TPL-05 | Recall postcard | marketing coordinator | print portal | 0 | flagged — recall moved to SMS in Feb; retiring at rev 5 |
| TPL-06 | Community-event flyer | location manager | print portal | 6 | flagged — the template Riverside 09 went around; sheet 3 |
| TPL-07 | Job posting card | regional manager | locked design tool | 29 | Riverside desk req + North hygiene hire |
| TPL-08 | Profile post (local listing) | marketing coordinator | scheduler | 108 | 9 per location per 90d |
| TPL-09 | Front-desk phone card | desk lead | laminated + PDF | 12 | one per desk — see the honest gap, sheet 3 |
| TPL-10 | Ad creative set | ADMEN | ad accounts | 34 | live versions |
| 10 | TEMPLATES IN THE SYSTEM | 3,068 | total uses, trailing 90 days |
Two templates carry 86% of all use. Six carry 3%. That is not a failure — it is the shape of every real system, and it tells us which two must never break: the welcome letter and the treatment-plan cover sheet are the only brand surfaces most patients ever hold. It also tells us TPL-05 is dead: recall moved to SMS in February, nobody told the people who maintain the postcard, and it sat there five months looking like a standard. We are retiring it rather than reporting a ten-template system we know is a nine.
THE SWEEP — 9 CHECKS, 29 SURFACES, MONTHLY, AUTOMATED — it is a script, not a person, and it can only see what is on a screen. Sheet 3 is what it missed.
SURFACES SCANNED
29
24 location surfaces + hub + 3 ad accounts + template library
CHECKS RUN
261
9 per surface · fully automated, 04:10 on the 30th
PASS RATE
91.6%
239 of 261
VS LAST MONTH
▼ 1.4 pt
93.0% Jun → 91.6% Jul — we added two checks
OPEN EXCEPTIONS
5
of 13 raised · 8 closed inside the month
Why the score fell. Checks 8 and 9 — booking-CTA destination, off-template asset — went live July 1 and found 6 of this month's 22 failures. On June's check set July would have scored 93.9%: an improvement. We report the lower number, because changing the instrument and then publishing the flattering version is how measurement dies. Base resets in August.
| SET | LOC | SURFACES | CHECKS | PASS | FAIL | SCORE | READ |
|---|---|---|---|---|---|---|---|
| The Day-0 eleven (01–10, 12) | 11 | 22 | 198 | 186 | 12 | 93.9% | converted at kickoff; the reference set |
| Parkway — 11 (opened Mar '26) | 1 | 2 | 18 | 10 | 8 | 55.6% | flagged — opened between shoot blocks; never converted |
| Group-level surfaces | — | 5 | 45 | 43 | 2 | 95.6% | hub + 3 ad accounts + template library |
| ALL | 12 | 29 | 261 | 239 | 22 | 91.6% | 22 fails → 13 exceptions → 5 still open |
Parkway is 8% of the network and 36% of the breakage — and this is the finding. Nothing in the system knew what to do when an eleven-location group became a twelve-location group. The conversion checklist was written from the Day-0 roster; the sign vendor used an old logo file already sitting in their account from the pre-engagement build; the page launched on stock because no shoot existed on a calendar set before the site did. And the sweep reported 100% of locations compliant for three months, because Parkway was not in the denominator. Green and wrong is the worst state an instrument can be in. The roster is now read from the PMS on every run.
Two of these are ours, one is a vendor's, and the two costliest were not found by the instrument we built to find them.
| REF | LOCATION | SURFACE | CHECK FAILED | HOW FOUND | DAYS | CLOSES WHEN |
|---|---|---|---|---|---|---|
| E-08 | Parkway — 11 | location page | #2 colour · #7 photo · #8 CTA destination | May sweep | 76 | Sep page rebuild + 302-S shoot Sep 9 |
| E-09 | Parkway — 11 | exterior signage + listing | #1 wordmark rev · #4 naming format | regional manager's quarterly photo | 76 | sign vendor re-fabrication, Oct |
| E-10 | Riverside — 09 | printed flyer, off-portal | #5 tracked number · #9 off-template | a patient called the wrong number | 51 | see below — partly never |
| E-11 | Round Rock — 06 | location page | #7 photo — stale, remodelled Jul | Jul sweep | 12 | 302-S pickup, Sep 9 |
| E-12 | Uptown — 12 | location page | #7 photo — set incomplete since Feb | Jul sweep | 12 | 302-S pickup, Sep 10 |
Three of the five open exceptions are not brand failures at all — they are missing photographs. They close when the camera shows up, on dates already set in the shoot block (Form 302-S). Twenty-two failed checks resolve to 13 exceptions because a surface can fail several at once.
E-10 · RIVERSIDE — 09 · COMMUNITY-EVENT FLYER PRINTED OUTSIDE THE PORTAL · Q2 '26 · GL 6200
WHAT HAPPENED
4,000 flyers printed at a local shop for a school event. Old logo, two colours off, and — the part that matters — the back-office line instead of the tracked one.
EXCESS PRINT COST
$1,480
$2,840 paid vs $1,360 on the portal · $0.71 vs $0.34 a piece
UNATTRIBUTABLE CALLS
172
288 untracked of 936 (30.8%) vs the group's own 12.4% same quarter
WHAT IT DID NOT COST
$0 collections
answer rate is a separate problem, separately reported. What we lost here is the ability to count — which is why Riverside has no cost-per-new-patient line this quarter.
Root cause, and it is ours. Riverside's manager had no portal login, an event on the Saturday, and a front-desk requisition open 47 days — which is why he was covering the desk himself. The request path was four emails long; the print shop was one phone call. The system did not lose on loyalty. It lost on friction, at the location with the least slack in it. The thinnest desk cover and the manager who went around the portal are the same site — one shortage, counted twice.
WHAT THE SWEEP CANNOT SEE — AND HOW WE ACTUALLY FOUND THESE
The sweep reads screens. It cannot see: anything printed locally · interior and exterior signage · tools we don't own · lobby take-one racks · what is said on the phone · a flyer handed over a counter.
We did not find the Riverside flyer — a patient called the back-office line and a receptionist asked why. Parkway's signage was found by a regional manager holding a phone. Both were found by accident, by people whose job it isn't — and we are not writing that up as instrumentation.
What changed: portal logins at no cost for every location manager (8 of 12 issued, 4 pending); one address, one business day; both regional managers photograph lobby literature and exterior signage at their six sites quarterly; and the sweep's roster now reads from the PMS so a new site cannot be invisible again. The quarterly photograph is a manual control, and we call it one rather than dress it up as a loop. One thing we do not know: eight desks have photographed the card back to us, four have not — the number stays 8 of 12 until somebody sends one.
THE REQUEST PATH — ONE ADDRESS, ONE BUSINESS DAYQ2 '26 · 7 REQUESTS · 2 GRANTED · 4 ANSWERED WITH SOMETHING THAT ALREADY EXISTED · 1 DECLINED
One email. Say what you need it for. Answer in one business day — including "no", with a reason.
By end of the second business day, print from the portal using the closest template and tell us. Waiting is not a brand rule. Going around the portal is.
Four of seven requests were for something that already existed — a findability failure, and ours. Seven requests a quarter across twelve locations is its own warning.
MARGIN NOTE — WRITTEN IN THE REGIONAL MANAGERS' REVIEW, FIRST FRIDAY
Rev 5 gets scored on how many locations can actually use the system, not how many follow it. New sites go on the calendar at lease signature.