30-60-90 Plan Telehealth Psychiatry · OR / WA May – Aug 2026 Week 2

30-60-90 Plan
MindRx Group

Five channels. ~$44.5K/mo. Every dollar traceable from impression to verified patient. The plan flips the engine from form-fill optimization to patient-CPA optimization, fixes the verification leak (50 → 75%), and builds the compounding moats — founder-led AEO and a structured referral system — that bend CAC downward as paid CPC inflates.

About
MindRx Group — 100% virtual telehealth psychiatric & behavioral health practice, OR/WA only, ~5,000 active patients, 13 PMHNP-BC W2 providers (3 onboarding, 1 interviewing), $10,500 LTV. Founded July 2021 by Anthony Grippo. Insurance-billed across Aetna, Cigna, Providence, BCBS, Moda, UHC/Optum.
5
Active Channels
$44.5K
Monthly Budget
May–Aug
90-Day Window
100 → 162
Patients/mo Target
<$300
CPA Guardrail
Section 1 · Overview
The window. The mix. The thesis.
Where MindRx is right now, what the next 90 days build, and the single change everything else compounds against.
Current Patients
~100/mo
Target: 162/mo by Day 90
Active Patient LTV
$10,500
32 visits × $330
Verification Rate
50%
Target: 75% by Day 60
Stated CPA Trend
$96 → $297
Stabilize <$250 by Day 60
Organic Patients (5yr)
~0
+15–25 from AEO by Day 90
The Thesis
Every channel optimizes against a proxy today. By Day 90, every channel optimizes against verified patients — and the engine becomes legible.
The Business Review surfaced a single constraint: Google Ads bids against form-fills, not verified patients. Meta has been spending against a Pixel that doesn't fire. The EHR holds the patient-CPA signal — it's just not piped to the platforms making the spend decisions. The next 90 days do three things in parallel: (1) fix the signal layer so every dollar can be traced to a verified patient; (2) close the verification leak from 50% to 75% — the single highest-leverage operational fix at zero marginal CAC; (3) start the compounders — founder-led AEO content and a structured PCP + patient referral flow that will be the only thing bending the curve when mental-health CPC inflates another 42% YoY.
Section 2 · Channels
Five active channels. Every one has a budget, a target, and an owner.
Search continues to carry primary acquisition. PMax Local is the most-efficient-per-form-fill program and gets scaled. Meta gets a signal rebuild before reactivation. SEO + AEO and Referral are the compounders that earn their place before they earn their CAC.
Primary
Google Search · Branded + Non-Brand
$35K/mo
Target: Patient CPA <$300 · Form-Fill CPA <$150 · Verification rate ≥75%
Current state: 5 active programs. Branded harvests warm demand at $29 stated CPA; non-brand Search runs $349–$596 with degrading trend ($96 → $297 in 7 months). Symptom-search is the largest single bucket.
Branded is the warm-demand harvest — protect and expand sitelinks + RSAs with payer panel + W2 framing surfaced. Non-Brand Symptom-Search (ADHD / Anxiety / Depression) is where the CPA degradation lives — refresh RSA copy to lead with insurance-billed + same-day verification. Psychiatry and Therapy programs get bid-down to floor while patient-CPA signal stabilizes; reallocate underperforming spend into Branded expansion and the next four channels.
  • New RSA set live across all 5 programs (insurance + W2 + same-day hooks)
  • Bid strategy moved to Maximize Conversions w/ patient-event target (once signal lands)
  • Branded sitelink + extension expansion (payer panel, providers, verify)
Branded vs Non-Brand split: $6K Branded · $29K Non-Brand. Branded protects intent, Non-Brand expands TOF + symptom search.
Core · Scale
Google PMax Local
$5K/mo
Target: Form-Fill CPA $50–$80 · Patient CPA <$200
Current state: $8,891 over 90d · $54 stated CPA · 165 form-fills. Most efficient program in mix. Asset hygiene unclear — room to test feed + creative refresh.
Scale carefully — PMax is lowest-CPA by a wide margin. Asset Group refresh with W2 + insurance imagery, audience signals tightened to OR/WA panel, separate Asset Group per symptom cluster. Validate patient-CPA holds through verification once signal is flowing.
  • New asset group with founder + payer-panel visuals
  • Validate patient CPA holds <$200 post-signal
Rebuild
Meta Lead Gen
$1K/mo
Stage 1: Signal live · Stage 2: Form-Fill CPA <$120
Current state: $2,958 spent over 90d with 0 captured conversions — Pixel not firing for the patient-relevant event.
Two-stage. Stage 1 (Days 1–21): rebuild signal — Pixel reconfigured, Conversions API set up, EHR offline-conversion upload tested. Stage 2 (Day 22+): restart Lead Gen against Anthony's founder-led video assets and Healthgrades testimonial cuts.
  • Pixel reconfigured + first event fires
  • 3 founder-led video concepts in test
  • Reallocation decision based on 7-day signal-CPA
Build
SEO + AEO · Founder Authority
$2.5K/mo
Day 90: +15–25 patients/mo from organic · Compounds 12–24 mo
Current state: ~0 organic patients in 5 years. Existing SEO retainer unmeasured. Anthony's voice — the actual moat — is not in market.
Redirect existing SEO retainer into founder-authored content across three layers: symptom education, compliance/regulatory explainers (DEA NPRM, payer panel, W2 vs 1099), and longitudinal patient stories from 200+ Healthgrades reviews. Optimize for AI answer engines (Perplexity, Claude, ChatGPT) alongside Google.
  • First founder piece live (DEA NPRM explainer)
  • 4 published pieces · AEO citation tracking live
  • Symptom-cluster content live (ADHD / anxiety / depression)
Enabling · Compounder
Referral System + Conversion Infrastructure
$1K/mo
Day 90: +5–10 patients/mo from referrals at $50–$100 CPA · Patient-CPA signal live in Google + Meta
Current state: 5,000-patient panel · 0 structured referral flow · 2 informal PCPs (Bridgeport Family Medicine, Embark). Patient-CPA signal lives in IntakeQ EHR but not piped to ad platforms.
The engine room. Two parallel workstreams: Conversion Infrastructure — the EHR → Google Ads + Meta offline-conversion sync that makes every other channel measurable; and the Referral System — formalizing the 2 PCP partners with a clinical leave-behind, plus activating the 5,000-patient panel via structured patient-to-patient referral. Highest-intent acquisition. Best margin per patient. National operators can't replicate the regional density.
  • Conversion signal pipeline scoped (EHR → Google → Meta)
  • PCP packet ready · Bridgeport + Embark pilot launched
  • Patient-CPA signal flowing · first reallocation decision
  • Patient referral flow live (post-visit + 5-star reverse-funnel)
Section 3 · Budget
$44.5K/mo · Every dollar traceable.
Light reallocation off the current $42.6K/mo to fund the compounders and the signal rebuild. No step-up; the lift comes from operational fixes, not bigger budgets.
Search · 79%
PMax · 11%
Meta · 2%
SEO · 6%
Ref · 2%
Channel Amount % of Total Notes
Google Search — Branded $6,000 13% Warm-demand harvest · expand sitelinks + payer panel
Google Search — Symptom (Dep/Anx/ADHD) $18,000 40% RSA refresh · insurance + W2 framing · lead with verification SLA
Google Search — Therapy + Psychiatry $11,000 25% Bid-down · monitor patient CPA · reallocate if >$400
Google PMax Local $5,000 11% Scale carefully · new asset group with founder visuals
Meta Lead Gen $1,000 2% Rebuild signal first · spend restart Day 22
SEO + AEO (founder content) $2,500 6% Redirect of existing SEO retainer · founder byline
Referral + Conversion Infrastructure $1,000 2% EHR → ad-platform sync · PCP packet · patient referral flow
Total $44,500 100% vs. ~$42,600/mo current paid (Feb 10 – May 10)
Section 4 · 30-60-90 Roadmap
The 90-day channel × time map.
Specific milestones, dated. No "optimize creative" — every cell is an artifact or a measurable event.
⊙
Every dollar traceable. Patient CPA flows from IntakeQ EHR to Google Ads and Meta within the first 30 days. Until then, the plan operates on form-fill CPA + verification rate as proxies — explicitly named.
Channel Days 1–30 Days 31–60 Days 61–90
Google Search
$35K/mo
  • RSA refresh live, 5 programs (insurance + W2 + same-day hooks)
  • Bid → Maximize Conversions w/ patient-event target
  • Branded sitelink + extension expansion
  • 1st reallocation: bid-down Therapy + Psychiatry if patient CPA >$400
  • Geo expansion test: high-density OR/WA zips
  • Symptom-search RSA v2 informed by 14d perf
  • Negative keyword pruning + Quality Score sweep
  • Per-program patient CPA report · 2nd reallocation
  • RSA v3 with AEO-derived intent keywords
  • Branded protection audit
  • Full 90-day patient-CPA reconciliation · Q3 budget rec
Google PMax Local
$5K/mo
  • Asset audit · feed hygiene · audience signal review
  • New asset group w/ founder + payer visuals
  • Symptom-cluster asset group split (ADHD/Anx/Dep)
  • Patient CPA validation · scale decision
  • Test budget bump → $7K if patient CPA <$200
  • Q3 scale plan: PMax → $8K/mo if holding · or rotate
  • Asset refresh from latest founder + Healthgrades
Meta Lead Gen
$1K/mo
  • Pixel reconfigured · first event fires
  • Conversions API set up · server-side event mirror
  • 3 founder-led video concepts in test
  • First 7d signal-CPA review · scale/hold
  • Healthgrades testimonial cuts in rotation
  • Lookalike from verified-patient seed
  • If signal-CPA <$120 → scale to $2.5K/mo
  • Conversion API event upgrade (verified-patient primary)
  • Scale or pause decision · Q2 patient-CPA
SEO + AEO
$2.5K/mo
  • Editorial calendar · 12 founder-led pieces scoped
  • First piece live: DEA NPRM (Anthony byline)
  • AEO citation tracking installed (Perplexity, Claude, ChatGPT)
  • 4 published · payer-panel landing page live
  • Symptom-cluster: ADHD pillar live
  • Anxiety + Depression pillar content
  • First AEO citations · Healthgrades-sourced pages
  • W2 vs 1099 marketplace explainer
  • 12 pieces total · 2 in top-5 for symptom queries
  • Organic attribution: first 5–10 patients credited
Referral + Conv Infra
$1K/mo
  • EHR → Google → Meta sync pipeline scoped
  • Pipeline live in stage · first event reaches Google
  • PCP packet ready · Bridgeport + Embark pilot
  • Patient-CPA signal flowing · production-grade
  • Patient referral flow live (post-visit + reverse-funnel)
  • 2 PCP partners formalized · referral tracking
  • First referral-attributed patients credited
  • Expand PCP outreach: 3–5 additional partners
  • Patient referral CPA established (target: $50–$100)
  • Referral channel attribution report · scale plan
Section 5 · Pipeline Focus
The patients we win. The angle that lands. The channels that find them.
Three patient profiles, urgency-shaped, with the specific hooks the creative system produces against.
High Urgency · Direct Intent
The Symptom-Aware Searcher
Googling "ADHD treatment online" or "psychiatrist near me" for weeks. Insurance card in hand. Wants payer match, appointment timing, provider continuity. ~70% of paid form-fills today.
→
Angle: Insurance-billed, W2 providers, same-day verification — three things 1099 marketplaces can't credibly say.
Channels: Google Search · PMax · SEO (symptom)
"Insurance-billed psychiatry — Aetna, Cigna, Providence, BCBS, Moda, UHC"
"Same-day verification — know before you book"
"W2 providers, not contractors"
"Specialty care that stays — multi-year continuity"
Highest LTV · Switching
The Continuity Seeker
Currently in care at a marketplace or unstable practice. Post-Cerebral / post-Done category shift. Looking for a provider who won't churn, prescribe-only, or disappear. 5,000-patient panel proves this profile retains.
→
Angle: "Psychiatric care is medical care" — clinic operational discipline delivered as telehealth.
Channels: AEO (W2 vs 1099) · Healthgrades · Branded Search
"W2 providers — salaried, not paid per script"
"5,000-patient panel — multi-year continuity"
"OR/WA only — your provider knows your state's rules"
"Responds in <24 hours" — Healthgrades verbatim
Highest Trust · Fast Convert
The Referral-Sent Patient
Sent by PCP (Bridgeport, Embark, future partners) or current MindRx patient. Pre-trusted, often pre-verified. Volume today: negligible — that's the entire opportunity.
→
Angle: Referral creates the trust the cold ad has to earn. Convert in days, not weeks.
Channels: PCP packet · Patient referral flow · Branded Search
"Your PCP sent you — let's get you on the calendar this week"
"Same-day verify · same-week appointment for referrals"
"Your friend's provider can be your provider"
"Insurance check done before the first call"
⊙
Pipeline contribution: Today, the Symptom-Aware Searcher drives ~70% of paid form-fills at $349–$596 stated CPA. The Continuity Seeker and Referral-Sent profiles are greenfield — combined, they're expected to deliver +20–35 patients/mo by Day 90 at $50–$100 CPA, bending the blended curve as Search CPC inflates.
Section 6 · Performance Creative Strategy
The creative system. Built around what wins in healthcare today.
Trust pillars deployed end-to-end. Anthony's founder voice — currently absent from market — becomes the cornerstone. Healthgrades' 200+ reviews finally enter the creative library.
1 · Creative Funnel Map
TOF · Top of Funnel
Authority + Education
Founder-led video · DEA NPRM explainer · W2 vs 1099 thread · Symptom education shorts · Anthony intro reel
Goal: Stop the scroll. Plant "MindRx = operator-grade telehealth psychiatry in OR/WA."
MOF · Middle of Funnel
Provider + Payer Transparency
Provider intro videos · Payer-panel landing page · "How verification works" walk-through · Multi-payer carousel
Goal: Answer "who takes my insurance?" and "who's my actual provider?" before the form-fill.
BOF · Bottom of Funnel
Proof + Speed
Healthgrades testimonial cuts · Same-day verification SLA static · "Get verified in 60 sec" video · Branded Search RSA with verify hook
Goal: Convert verified-insurance intent into booked-and-attended appointments.
2 · Copy + Hook Strategy
Hook 1
Insurance-Billed
"We take Aetna, Cigna, Providence, BCBS, Moda, UHC/Optum — verified same-day." 1099 marketplaces can't say this credibly.
Hook 2
W2 Providers
"PMHNP-BC. Salaried. Not paid per script." Post-Done/Cerebral — this is the trust signal.
Hook 3
Same-Day Verification
"Know if we're in-network before you book." Removes the #1 friction — 50% verification leak as a feature, not a bug.
Hook 4
Specialty Care That Stays
"5,000-patient panel. Multi-year continuity." The moat marketplaces can't replicate.
3 · Creative Mix Target
65/35
New founder-led + Healthgrades-sourced concepts (65%) vs. iteration on winners (35%). Founder-authority is brand new to MindRx market — heavier weight on new concepts in Phase 1; ratio normalizes by Day 60.
4 · Creative Scorecard
Patient CPA · Blended
<$300
Trigger: $325 for 5 days
Lead → Verify
≥60% D30 · 75% D60
Trigger: <55% for 7d
Form-Fill CPA (Brand)
<$50
Trigger: $75 for 5d
CTR · Symptom Search
≥6%
Trigger: 25% drop WoW
Healthgrades ★ Avg
≥4.5
Trigger: 1★ cluster /wk
AEO Citations
≥8 by D90
Review: monthly
5 · Fatigue Monitoring
  • CTR drop ≥25% WoW on any creative — auto-flag for refresh
  • Frequency >3.5 on Meta sustained 3 days — rotate concepts
  • CPA delta +20% over target for 5 consecutive days — creative + bid review
  • Verification rate dip <55% in any 7-day window — landing-page audit
  • Quality Score regression on any Search program — RSA + landing-page refresh
6 · Concept-to-Production Pipeline
1
Brief
Co-Pilot Creative writes brief from scorecard + audience
2
Source
Anthony 30-min recording · Healthgrades pull · provider intro
3
Review
Compliance + clinical pass · Cary signoff on patient copy
4
Build
Cuts in 3 aspect ratios · 4 hook variants · sitelinks/RSAs
5
Launch
UTM live · scorecard threshold flagged · 7-day winner call
Cycle: brief-to-launch in 10–14 days. Anthony commits to one 30-min recording per week as the source layer.
7 · Channel-Specific Tactics
Google Search
RSA tested 3-up · sitelinks ladder with payer panel · long-tail symptom expansion · verify-friendly headlines first position
Google PMax Local
Asset group per symptom cluster · founder visuals + payer logos · OR/WA geo signals tight · feed hygiene weekly
Meta Lead Gen
Hook in first 2 seconds · 4:5 aspect default · captions on · founder + Healthgrades cuts post-signal
SEO + AEO
Founder byline on every piece · structured data + FAQ schema · AEO-optimized H1/H2 · symptom + insurance + compliance pillars
Section 7 · Scope Alignment
Who does what. No "TBD" in the owner column.
Every channel is named. Every workstream has a delivery cadence. MindRx-side dependencies surfaced before they become bottlenecks.
Channel / Workstream Deliverable Frequency Owner
Google Search Campaign management · RSA refresh · bid strategy · sitelinks · weekly reporting Weekly MH-1 · Co-Pilot (Paid Search)
Google PMax Asset hygiene · audience signals · creative refresh · monthly scale review Bi-weekly MH-1 · Co-Pilot (Paid Search)
Meta Lead Gen Pixel/CAPI rebuild · video concept production · audience build · weekly reporting Weekly MH-1 · Co-Pilot (Paid Social)
SEO + AEO Editorial calendar · content briefs · founder-byline drafting · AEO citation tracking Weekly publish · Monthly audit Joint · MH-1 Co-Pilot (SEO) + Anthony
Creative Production Concept briefs · UGC + Healthgrades sourcing · video editing · asset builds Bi-weekly MH-1 · Co-Pilot (Creative)
Conversion Infrastructure EHR → ad-platform conversion sync · UTM framework · GA4 cleanup · attribution model Monthly (post-D30) Joint · MH-1 (Analytics) + MindRx IT
Referral System PCP packet · pilot mgmt · patient referral flow · post-visit asks · attribution Bi-weekly Joint · MH-1 (Lifecycle) + MindRx Admin
Provider Capacity Credentialing tracking · onboarding pacing · provider intro video production Weekly · Monthly capacity Client · MindRx leadership
Reporting + Pacing M/W/F digest · weekly sync · monthly review deck · QBR Weekly / Monthly MH-1 · Co-Pilot Lead
⚠
Provider capacity is the only client-owned blocker. At 13 providers, the system tops out at ~3,575 visits/month. Hitting 300 new patients/mo requires 36–40 providers. Credentialing is 120 days. The plan paces against the capacity curve.
Section 8 · How We Optimize
Weekly pulse. Decision rules. Reporting cadence.
Optimization is mechanical — what we watch, what triggers an action, when we report. No "monitor performance" hand-waves.
Weekly Pulse · Monday Dashboard
Patient CPA by channel Verification rate Form-fills by channel Provider credentialing pipeline Healthgrades ★ avg
Decision Rules · Conditional Triggers
  • If blended stated CPA >$300 for 5 consecutive days → bid + creative review (24h SLA)
  • If verification rate <60% in any 7-day window → admin SLA + landing-page audit
  • If lead-to-first-contact >5 min in business hours → escalation to Co-Pilot Lead
  • If Meta signal-CPA falls outside ±30% of Google → attribution audit before scaling
  • If founder content publishes <2/week for 2 weeks → editorial backlog review
  • If any 1-star review cluster within 48h → billing/admin operations review
Reporting Cadence
Cadence Format Attendees Purpose
M / W / F Async Slack digest Anthony + Cary · Co-Pilot Lead Patient CPA · verification · form-fills · top issues
Weekly 30-min sync (Zoom) Anthony · Cary · Co-Pilot Lead · channel co-pilots Plan vs actuals · decision triggers · upcoming launches
Bi-weekly Creative review Anthony · Co-Pilot Creative · Co-Pilot Lead New concepts · Healthgrades surfacing · founder recordings
Monthly Vercel dashboard + review deck Anthony · Cary · Co-Pilot Lead Patient-CPA reconciliation · channel scale · capacity pacing
Quarterly QBR + roadmap refresh Anthony · Cary · Raaja · Co-Pilot Lead Quarter recap · next-quarter plan · org/budget decisions
24/7 Always-On Platform Health Co-Pilot Lead (escalates to Anthony if Critical) Pixel health · UTM integrity · spend pacing · attribution flow
Section 9 · What's Next
Launch readiness. Month-1 success. Systems access.
What ships in the first 14 days post-approval, what "Month 1 success" looks like quantified, and the systems you'll be looking at every week.
Launch Readiness · First 14 Days
What ships next
  1. Week 1Approval signed · access provisioned (Google Ads, Meta Business, GA4, IntakeQ EHR data export, Klaviyo)
  2. Week 1Patient-CPA pipeline scoped (EHR → Google → Meta) · Meta Pixel reconfigured
  3. Week 2RSA refresh live on all 5 Google Search programs · UTM framework deployed
  4. Week 2PMax asset audit complete · new asset group in build
  5. Week 2First founder content piece live · weekly scorecard live · stage-1 patient-CPA event firing
Month 1 Success Criteria
What "winning" looks like
  • Patient-CPA signal live in Google Ads + Meta (Month 1)
  • Verification rate ≥60% (up from 50% baseline)
  • Blended stated CPA <$250 (vs $297 trajectory)
  • 4 founder authority pieces published · AEO tracking installed
  • PCP pilot live with Bridgeport + Embark
  • 0 critical errors in Always-On health
System Access
Where you'll see the work
  • Weekly Reporting
    M/W/F digest · weekly scorecard    ↗ View
  • Performance Dashboard
    Patient CPA · channel reconciliation · monthly    ↗ View
  • Always-On Platform Health
    Pixel · UTM · attribution · 24/7    ↗ View
  • Media Plan System
    Single source of truth · spend + pacing    ↗ View
  • IntakeQ EHR Data Feed
    Patient-event source for offline-conversion sync    Week 1
Zero churn since launch · 100% trial-to-hire rate · Month-to-month, cancel anytime.