Kickoff Call BetterStem-Led Engagement

Miami Stem Cell & BetterStem
Growth Partnership
First 90 Days

BetterStem is the primary focus — launching America's first Right to Try investigational stem cell treatment for autism nationally. Today we also align on how MH-1 covers Miami Stem Cell as part of the broader engagement.

About
BetterStem — founded by Greice Murphy (EY Entrepreneur of the Year 2021) — is the first company in the US to offer investigational intravenous stem cell treatment for autism in children under the FDA's Right to Try law, with national expansion planned and zero marketing deployed to date. Miami Stem Cell, her established sister company, operates under Florida state law and offers stem cell therapy for orthopedic conditions, pain management, and wound care. Miami Stem Cell generates $2M–$3.5M annually and is targeting 40–50% revenue growth in 2026; BetterStem has ~10 patients in pipeline and no prior marketing investment.
60
Minutes
9
Sections
2 Wk
Trial Audit
2
Companies
At the end of the 2-week trial, we'll align on the path forward:
Option 1 $10k/mo
Growth Marketer + MH-1
BetterStem as primary focus — one senior growth marketer on highest-priority channels, powered by MH-1. Prove the model, then expand.
Option 2 $30k/mo
CMO + Co-Pilots + MH-1
BetterStem national launch + full Miami Stem Cell digital presence — CMO and co-pilot per channel, both brands running simultaneously.
100% refund if we don't find the right path forward together.
Section 1 · 5 min
Today's Agenda
Nine topics · 60 minutes · one outcome: aligned on goals across both companies, access flowing, and discovery underway — the foundation for the 2-week audit
01
Intros & Context
Who's on both sides, how we got here
5 MIN
02
Two Options
Option 1 ($10k) vs. Option 2 ($30k)
5 MIN
03
Two-Company Scope
Miami Stem Cell + BetterStem coverage
5 MIN
04
Org Structure
Greice's team + MH-1 + existing vendors
5 MIN
05
MH-1 Team
CMO role + co-pilot team being assembled
5 MIN
06
Discovery Questions
Regulatory, audience, content, data
10 MIN
07
Tech Stack & Access
What exists, what needs to be built
10 MIN
08
How We Operate
Communication, reporting, accountability
5 MIN
09
What Happens Next
Business Review (Wk 1) → 30-60-90 Plan (Wk 2)
10 MIN
Section 2 · 5 min
Your Two Options
Two weeks of structured work across both companies — BetterStem's launch readiness and Miami Stem Cell's channel efficiency — so you have a clear, grounded view of what responsible growth looks like at each level
Option 1 — Start Focused
Growth Marketer + MH-1
$10k
/ month
One senior growth marketer works across your top-priority channels, powered by the MH-1 AI platform to do more than a typical single hire. Strategy oversight from MH-1 leadership. Right for building confidence and proving ROI before scaling up.
What's Included
→1 senior growth marketer across channels
→MH-1 AI platform for content, research & campaigns
→Focused channel prioritization (top 2–3 channels)
→Strategy oversight from MH-1 leadership
→Monthly performance reporting
Best for:
Starting with BetterStem as the primary focus — prove qualified patient acquisition on the highest-leverage channels before extending the full scope to Miami Stem Cell.
Option 2 — Full Scale
CMO + Co-Pilots + MH-1
$30k
/ month
A dedicated CMO leads strategy across both brands, supported by a co-pilot specialist per channel — all on the MH-1 platform. Every channel runs in parallel. Structured for full-coverage patient acquisition at national scale.
What's Included
→Dedicated fractional CMO — strategy & execution lead
→Co-pilot per channel: paid, SEO/AEO, content, lifecycle
→Full coverage of Miami Stem Cell + BetterStem
→All channels running simultaneously from day one
→Weekly performance dashboard + quarterly QBR
Best for:
BetterStem's national launch and Miami Stem Cell's full digital presence running simultaneously — the right choice when both companies need coverage and speed matters.
The two-week trial audit produces a tailored go-to-market plan for each option — so you can see exactly what you'd get at both levels before deciding. 100% refund if neither fits.
Section 3 · 5 min
Partnership Scope — Two Companies, One Engine
Primary focus is BetterStem's national launch — Miami Stem Cell is included in the broader engagement. Both brands, one engine, organized around three pillars
Pillar 1
Demand Generation
Paid Search · Paid Social · SEO / AEO · Content & Social Media
Pillar 2
Conversion Engine
Email Lifecycle · Patient Nurture & Re-engagement · Referral Flows
Pillar 3
Measurement & Scale
Analytics & Attribution · Performance Dashboards · QBR Reporting
MH-1 Channels — Audit + Own
Paid Search (Google Ads) Audit + Optimize
Paid Social (Meta / Instagram) Rebuild + Run
SEO + AEO (AI Search Presence) Build + Own
Content + Social Media Build + Run
Lifecycle / Email Marketing Build + Run
Analytics & Attribution Build + Own
Strategy Leadership Growth Lead or CMO
Not In MH-1 Scope
Medical / Clinical Content Review Legal / Medical Team
FDA / Regulatory Compliance Legal Counsel
In-Clinic Patient Experience Greice's Team
Patient Intake / CRM Operations Internal Team
MH-1 Is Responsible For
→Growth strategy and execution leadership across both brands
→Compliant patient acquisition — paid ads built around approved "investigational treatment" language, not flagged terms
→Owning BetterStem's category in AI search — "stem cell autism treatment" in ChatGPT, Perplexity, and Google before any competitor establishes presence
→Rebuilding Meta social presence from the ground up for both brands
→Analytics, attribution, and performance dashboards
→Delivering Option 1 vs Option 2 proposal after two-week audit
Greice's Team Provides
→Legal-approved language and any copy restrictions from counsel
→Patient testimonials and consent for marketing use
→Access to all existing ad accounts, analytics, and CRM
→Clinical content direction and doctor availability for video
→Timely approvals on creative and copy (24-hr SLA)
End-of-Trial Deliverable
At week 2 we present a full go-to-market plan with two options: Option 1 ($10k/mo) — Growth Marketer + MH-1, and Option 2 ($30k/mo) — Full Team + MH-1. Greice chooses the right scale.
Section 4 · 5 min
Organizational Structure
Greice leads both companies — MH-1 slots in as the growth & digital engine across both brands
G
Greice Murphy
Founder & CEO — Both Companies
EY Entrepreneur of the Year 2021 · 4th company · Based in Miami
Miami Stem Cell
ADULT THERAPY · ESTABLISHED
Focus
→Orthopedic, pain management & wound care — permitted under Florida state law
→400–500 inquiries/mo → 80–100 qualified leads → 60% show, 60% close
→$6K–$16K per patient · 70–80% upsell rate · $2M–$3.5M revenue last year
→Target: 40–50% revenue growth in 2026
Key Constraint
Ad language must avoid "stem cell" flagging — requires compliant copy strategy and platform-specific approved language.
MH-1
GROWTH LEAD OR CMO · GROWTH ENGINE
Owns Across Both
→Paid search + social strategy & execution
→SEO + AEO (AI search visibility)
→Content & social media buildout
→Email lifecycle + patient nurture
→Analytics, attribution & reporting
→Team structure scales with chosen option
Team (via MH-1)
Fractional CMO Paid Media Lead SEO / AEO Specialist Content Lead
BetterStem
AUTISM THERAPY · FDA-APPROVED · NEW
Primary Focus
Focus
→First in the US to offer investigational stem cell treatment for autism under the Right to Try law
→~10 patients in pipeline — zero marketing deployed to date
→Target: 5–10 patients/month → 5–10 clinic locations in 36 months
→Audience: parents 25–50, $100K+ HHI, nationwide autism communities
Opportunity
First mover under the Right to Try law — no competitor currently owns "stem cell autism treatment" in Google, ChatGPT, or Perplexity. BetterStem has a clear window to define the category in search and in the autism parent community before others follow.
Section 5 · 5 min
Your MH-1 Team
The dedicated talent layer differs by option — MH-1 leadership is the same on both
Option 1 — Growth Marketer + MH-1
GM
Growth Marketer
Covers top-priority channels — paid, SEO, or content per audit findings
MH-1 AI Platform
Multiplies output — content, research, campaign scaling
Option 2 — CMO + Co-Pilots + MH-1
CMO
Fractional CMO — strategy & execution lead
PS
Paid Media Co-Pilot — Google + Meta
SEO
SEO / AEO Co-Pilot — organic + AI search
CT
Content Co-Pilot — social + written
LM
Lifecycle Co-Pilot — email + patient nurture
MH-1 AI Platform — multiplies output across every co-pilot
MH-1 Leadership (Both Options)
J
Jarred
Strategy & Operations
J
Josh
MH-1 Technical Lead
Your Team
G
Greice Murphy
Founder & CEO
Miami Stem Cell & BetterStem · Primary liaison
R
Remco Bos
COO & Equity Partner
BetterStem operations · CRM & intake
+3
Internal Team
Jana · Jonathan · Yaz
CRM funnels · Design · Content & video
Google / SEO Agency
Existing Vendor
Miami Stem Cell search + SEO (under review)
Section 6 · 10 min
Discovery Questions
What we need to know to build the right strategy — across both companies and their unique constraints
⚠ Regulatory & Legal
→What ad copy language has been approved by legal counsel?
→Have either Google Ads or Meta accounts been suspended or flagged? For what?
→Do you have an attorney or compliance team who reviews marketing copy?
→Which claims are allowed vs. off-limits under the Right to Try / investigational product framework?
→Any past campaigns that successfully ran without flag/ban issues?
Business & Patients
→Current monthly patient volume — Miami Stem Cell vs. BetterStem?
→Average revenue per patient / treatment for each company?
→Where are patients coming from today — referrals, Google, word of mouth?
→Any existing patient database or email list we can leverage?
→Are autism patients (BetterStem) primarily inbound or via referral network?
→What does "national scale" look like for BetterStem in 2 years?
Audience & Content
→Target demo for Miami Stem Cell — age, condition, income bracket?
→For BetterStem — targeting parents of autistic children or caregivers?
→Will Greice appear on camera for BetterStem content?
→Are doctors willing to appear in video / social content?
→Any existing patient testimonials or success stories available?
→What existing brand assets exist — logos, photography, brand guidelines?
Brand Assets
→Do brand guidelines exist for either company? (colors, fonts, logo usage, tone of voice)
→Is there a brand strategy document or positioning brief we can reference?
→What imagery assets exist? (photography, doctor/clinic photos, before/after, patient stories)
→Any existing video content — patient testimonials, doctor explainers, clinic walkthroughs?
→Are there existing ad creatives from the previous Meta agency we can learn from?
→Where are brand assets stored? (Google Drive, Dropbox, internal server?)
Tech & Data
→CRM or patient management system in use today?
→Is GA4 or Google Analytics currently tracking website traffic?
→The previous Meta ad account — do we retain historical pixel data and audiences?
→Email platform in use? Any existing patient email flows?
→Who manages the websites — internal or agency?
→Any existing SEO ranking data or keyword reports from current agency?
Section 7 · 10 min
Access & Assets We'll Need
Everything we'll request access to after today — platforms, accounts, and brand materials
Google Ads
Active — existing agency managing Miami Stem Cell search + SEO
Status: Audit needed — evaluate transition vs. retain
Meta Ads (Facebook / Instagram)
Previous agency transitioned — account and pixel data to recover
Status: Rebuild — recover pixel and audiences first
SEO / Content
Miami Stem Cell: WordPress site, active blog. BetterStem: LandingSite AI platform — needs SEO buildout
Status: Confirm rankings — BetterStem starts from zero
AEO (AI Search / ChatGPT)
Own "stem cell autism treatment" in ChatGPT, Perplexity, Google AI — no competitor present yet
Status: Not built — highest priority for BetterStem
CRM — BetterStem
Go High Level — lead funnel active. HIPAA-compliant EHR in development for patient records post-consult
Status: Go High Level confirmed · EHR in progress
Email / Lifecycle
Patient nurture, re-engagement, referral program. Voice AI planned to handle 90% of initial FAQs before live consult
Status: Needs setup — integrate with Go High Level
Social Media
Facebook + Instagram active. YouTube some presence. TikTok planned. Both brands underdeveloped on content
Status: Active but underperforming — content strategy needed
Websites
Miami Stem Cell: WordPress (active blog). BetterStem: LandingSite AI. Assets in Google Drive + Dropbox
Status: CRO audit needed for both · Access via Dropbox
GA4 / Analytics
Website tracking, conversion events, attribution across both brands
Status: Confirm existing — gaps to close
Brand Guidelines & Assets
Brand Guidelines
Color palette, typography, logo usage, tone of voice
Status: Confirm if exists — per company
Brand / Strategy Docs
Positioning briefs, brand books, messaging frameworks
Status: Share if available
Imagery & Photography
Clinic, doctors, patients (with consent), product shots
Status: Needed for ads + social
Video Content
Testimonials, doctor explainers, clinic walkthroughs, existing ads
Status: Inventory what exists
Section 8 · 5 min
How We Operate
The standards we hold ourselves to — communication, transparency, reporting, speed, and accountability from day one
Communication Cadence
Slack + Email
Slack for day-to-day coordination and quick decisions (<4 hr response).
Email for strategy docs, approvals, and formal sign-offs (<12 hr response).
Weekly Reporting
No Surprises
Weekly progress updates every Friday during the trial. Post-engagement: live performance dashboard so you always know what's happening. Full QBR each quarter.
Transparency
Full Visibility
We tell you what's working, what isn't, and exactly why. No black-box reporting. You have complete visibility into strategy, spend, and performance at all times.
Speed & Responsiveness
We Move Without Hand-Holding
Drafts in days. Decisions without bureaucracy. We operate as an embedded partner — the pace of work is noticeably different from a traditional agency relationship.
Accountability
We Own Our Channels
You always know who's responsible for what. We set KPIs from week one, track them consistently, and hold ourselves to outcomes — not just activity reports.
Copy Approval Workflow
Legal-First Process
All ad copy and claims are reviewed by Greice or designated legal counsel before going live. We build a fast approval loop so compliance never becomes a bottleneck.
Section 9 · 10 min
What Happens After Today
Two meetings across two weeks — Business Review at Week 1, 30-60-90 Day Plan at Week 2
01 Days 1–7
Week 1 — Audit & Discovery
→Access granted — accounts, analytics, CRM
→Full audit: Google Ads, Meta pixel, GA4, SEO
→Competitive research — stem cell + autism verticals
→Regulatory language map — approved vs. restricted
→AEO scan — BetterStem's AI search presence today
Leads to: Meeting 1 — Business Review
02 End of Week 1
Meeting 1 — Business Review
→Present full audit findings across both brands
→Validate regulatory constraints + approved language
→Confirm channel priorities per company
→Align on go-to-market direction before we build
→Answer questions, resolve open items
Leads to: Week 2 plan build
03 End of Week 2
Meeting 2 — 30-60-90 Day Plan
→Full GTM plan for Miami Stem Cell + BetterStem
→Option 1 vs Option 2 — scope, team, investment
→30/60/90 day roadmap per option
→Expected KPIs and patient acquisition targets
→Greice and MH-1 align on the right path — or full refund
Aligning on the path forward together
The Two Options We'll Present at Day 14
Option 1
Growth Marketer + MH-1
$10k
/ month
What You Get
→One senior growth marketer covering multiple channels
→MH-1 AI layer for scaling content and campaigns
→CMO strategy oversight from MH-1 leadership
→Focused scope — top-priority channels first
Best for: Establishing a foundation of qualified patient acquisition, proving ROI, then scaling. Right when you want measurable results before committing to the full team model.
Option 2
Full Team + MH-1
$30k
/ month
What You Get
→Dedicated CMO + full co-pilot team
→Paid social, SEO/AEO, content, lifecycle all running simultaneously
→Full coverage of both Miami Stem Cell + BetterStem
→Accelerated national expansion timeline for BetterStem
Best for: Full-coverage growth — Miami Stem Cell's complete digital presence running in parallel with BetterStem's national launch. Right when the opportunity requires full-scale, coordinated execution across both brands.
What Day 14 Delivers
After two weeks of audit work and two structured meetings, you receive a channel-by-channel growth plan for both BetterStem and Miami Stem Cell — with a clear 90-day roadmap, team structure, and a specific recommendation on which option fits your goals today. The standard we hold ourselves to: you leave Day 14 with measurable clarity, not a sales pitch. We've maintained a 100% trial continuation rate. If we don't meet that standard, you receive a full refund.