Kickoff Call Mental Health · Oregon & Washington

MindRx Growth Partnership
First 90 Days

Our focus is to build a structured, scalable growth system for MindRx across three pillars — Demand Generation, Conversion, Measurement — sequenced to expand qualified patient pipeline from ~100/mo back toward the 300/mo target while reducing concentration on Google Ads.

About
MindRx Group is a psychiatric and behavioral health practice operating across Oregon and Washington, co-founded nearly five years ago by Anthony Grippo (40%) and Cary Shore (60%). The practice serves ~5,000 patients via a primarily telehealth model, runs a mix of W2 and 1099 providers (8 W2s today with 3 more joining), and accepts every commercial insurance payer (Blue Cross Blue Shield, Pacific Source, and Moda preferred — no Medicaid or Medicare). After a leadership and admin transition in October — billing team replaced, admin team rebuilt — MindRx is hiring 1–2 providers per month and ready to mature its growth system beyond a single paid channel.
60
Minutes
9
Sections
2 Wk
Trial Audit
OR · WA
States
Your Engagement
$10k/mo
Senior Growth Marketer + MH-1 Platform
Two-Week Trial · Two Meetings
DAY 1
Kickoff today · audit kicks off · access flowing
DAY 7
Meeting 1 · Business Review — channel-by-channel audit findings
DAY 14
Meeting 2 · 30-60-90 Plan — path forward + goals for next 3 months
DAY 15
Execution begins on the lead channel
One senior marketer + the MH-1 platform ships at the pace of a four-person agency team.
Section 1 · 5 min
Today's Agenda
Nine topics · 60 minutes · one outcome: aligned on MindRx's business goals, 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
Your Engagement
$10k/mo · what's covered · trial structure
5 MIN
03
Partnership Scope
Channels MH-1 audits + what stays internal
5 MIN
04
Org Structure
Anthony's team + MH-1 + existing vendors
5 MIN
05
MH-1 Team
Growth Marketer + MH-1 leadership + platform
5 MIN
06
What We Heard
Confirmed business, patient, & channel data from the call
10 MIN
07
Tech Stack & Access
What exists, what we'll need, brand assets
10 MIN
08
Working Together
Comms, cadence, decision flow
5 MIN
09
What Happens Next
Two-week audit → focused growth plan
10 MIN
Section 2 · 5 min
Your Engagement
$10k/mo to start — focused, high-leverage, designed to prove value before scaling. The two-week trial covers a full audit so we know exactly where to spend the energy.
Growth Marketer + MH-1
Focused execution.
Compounding outcomes.
$10k
PER MONTH
A senior growth marketer takes the lead channel surfaced by the audit, powered by the MH-1 AI platform with strategy oversight from MH-1 leadership. Built to deliver measurable impact on qualified patient acquisition from week one — with a clear path to expand the team across additional channels as MindRx is ready.
What $10k/mo Includes
→1 senior growth marketer focused on top-priority channel
→MH-1 AI platform — content, research, campaign scaling
→Strategy oversight from MH-1 leadership
→HIPAA-compliant ad copy & landing experiences
→Monthly performance reporting
2-Week Trial · Two Meetings
→Full channel + SEO/AEO audit · competitive scan
→Day 7 · Business Review — channel-by-channel findings
→Day 14 · 30-60-90 Plan — channel detail + goals for next 3 months
→Logical Position assessment — keep, transition, or rebuild
→HIPAA / behavioral health ad-policy guardrails
Why Start Focused
Concentrating $10k/mo on the highest-leverage channel surfaces measurable signal on qualified patient acquisition before scope expands. The trial audit identifies where the leverage lives — and the 30-60-90 Plan sequences the work from there.
Path to Scale
If the audit reveals a bigger opportunity than one channel can capture — or once the focused work proves ROI — we layer in additional co-pilots (paid, content, lifecycle, referral) and a fractional CMO. No re-pitch needed; we just expand the team.
A traditional agency engagement typically takes six to eight months to produce the audit and plan we deliver in two weeks. The MH-1 platform compounds the work of a single senior marketer to the cadence of a full team — measurable progress on qualified patient acquisition starts in week one.
Section 3 · 5 min
Partnership Scope
A complete operating system across three pillars — Demand Generation, Conversion Engine, and Measurement & Scale. The trial audits all of it; the focused $10k/mo engagement starts where leverage is highest.
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
How Healthcare Growth Is Won
Mental-health growth is not won through performance-marketing mechanics alone. Five trust pillars cut across every channel in MindRx's plan.
🤝
Patient Trust
Reviews, social proof, longevity, transparent care
⚕
Provider Authority
Clinician credentials, expertise, on-camera POV
📚
Educational Positioning
Symptom guides, treatment explainers, decision support
🛡
Compliance-Safe Copy
HIPAA-aware, payer-acceptable, no inflated claims
✓
Conversion Confidence
Transparent pricing, clear next steps, friction reduction
★ Long-Term Thesis · Search Intent & AEO
Mental-health acquisition is a search-intent category. Anthony's hypothesis that patients are moving to AI answer engines is directionally right — and a compounding moat is available.
Patients search by symptom, not by treatment — "can't focus", "panic attacks at work", "ADHD test online", "psychiatrist in Portland that takes BCBS". Today those queries are increasingly resolved inside ChatGPT, Perplexity, and Claude before Google ever loads. The strategic question for the Day 7 Business Review is how much of that intent MindRx is currently capturing — and how to position the practice as the cited authority going forward.
Search Intent Capture
Symptom-based query coverage by condition + geo
AEO Visibility
Cited surface in ChatGPT / Perplexity / Claude
Authority Content
Clinician-reviewed · E-E-A-T signals · LLM-citable
Local Search Dominance
"Psychiatrist near me" in OR + WA, payer-specific
Pillar 1 · Demand Generation
Net-new qualified patient pipeline
SEO + AEO (AI Search Presence) Likely Lead Channel
Paid Search (Google Ads) Audit + Optimize
Paid Social (Meta / Instagram) Audit + Optimize
Content & Social Media Explore Deeper
Referral & Affiliate Network Explore Deeper
Pillar 2 · Conversion Engine
Turning demand into qualified patient intake
Website CRO (Landing Pages) Audit + Optimize
Lifecycle / Patient Email Explore Deeper
Intake Workflow / Lead Nurture Explore Deeper
Pillar 3 · Measurement & Scale
Making sustainable growth durable
Analytics & Attribution Build + Own
Strategy Leadership Growth Marketer + MH-1
Reporting Cadence & QBR Build + Own
Not In MH-1 Scope
Clinical / HIPAA Compliance Review Internal / Legal
Provider Credentialing & Hiring Anthony's Team
Patient Intake / Insurance Verification Internal Team
In-Clinic Patient Experience Provider Team
MH-1 Is Responsible For
→Growth strategy and execution leadership across both states
→HIPAA-compliant ad copy and landing experiences
→Building SEO + AEO so MindRx wins local "psychiatrist near me" + LLM searches
→Auditing Logical Position (PPC + SEO + paid social) and recommending continue/transition
→Analytics, attribution, and patient-acquisition dashboards
→Delivering full GTM plan after the two-week trial
Anthony's Team Provides
→Read-only access to all existing ad accounts, analytics, EHR, CRM
→Provider availability for content (video, blog, expert quotes)
→Approval on patient-facing copy under HIPAA + insurance constraints
→Provider capacity signals so patient intake stays balanced against clinician availability
→Timely approvals on creative and copy (24-hr SLA)
End-of-Trial Deliverable
At week 2 we present the full audit, channel-by-channel findings, and a focused 30/60/90 plan at $10k/mo. If the audit shows a bigger opportunity than one channel can capture, we'll show what an expanded scope would look like — but the default is starting focused.
Section 4 · 5 min
Organizational Structure
Anthony & Cary co-lead MindRx — MH-1 slots in as the growth & digital engine, working alongside the clinical and operations team
A
Anthony Grippo
Co-Founder & Co-CEO · 40%
Portland, OR · marketing & growth lead from MindRx side
C
Cary Shore
Co-Founder & Co-CEO · 60%
Clinical leadership · provider hiring & quality
MindRx Practice
CLINICAL · OREGON + WASHINGTON
Owns
→8 W2 providers + 3 onboarding · mix of 1099s
→~5,000 patient base · primarily telehealth model
→All commercial payers · BCBS / Pacific Source / Moda preferred
→Mary Kay (Practice Mgr) · Doug (Fractional CFO)
→Outsourced credentialing & contracting
Capacity Math (per kickoff)
~250 patients/month per W2 full-time · target 85–90% utilization · hiring 1–2 providers/month · two-sided marketplace where intake must match clinician availability.
MH-1
GROWTH MARKETER · GROWTH ENGINE
Owns at $10k/mo
→Lead channel execution — likely SEO/AEO
→Paid Google + Meta audit and optimization
→Analytics, attribution & reporting
→MH-1 platform multiplies single-marketer output
→Strategy oversight from MH-1 leadership
Team (via MH-1)
Senior Growth Marketer MH-1 Platform Supporting Cast (Jarred + Josh)
Referral Network
PCPs · WELLNESS · FUTURE
Focus
→Primary care physicians + general practitioners
→Acupuncturists, chiropractors, wellness providers
→Lower-cost acquisition vs. paid social/PPC
→Long-tail trust building in OR + WA markets
When It Activates
A scoped expansion — not the starting motion. We layer this in once the focused growth marketer has proven traction on the lead channel.
Section 5 · 5 min
Your MH-1 Team
A senior Growth Marketer leads the engagement paired with the MH-1 platform — backed by Jarred and Josh as the supporting cast across strategy, operations, and engineering
Core Team — $10k/mo
GM
Senior Growth Marketer DEDICATED · ENGAGEMENT LEAD
Owns the lead channel surfaced by the audit — likely SEO/AEO based on the local market opportunity. Strategy + execution under one person, no hand-offs.
MH-1 AI Platform MULTIPLIER
Content, research, campaign scaling at the pace of a four-person team. The reason $10k/mo goes further than a typical solo hire.
Supporting Cast
J
Jarred
MH-1 Strategy & Operations
J
Josh
MH-1 Technical Lead
A
Andrea
MH-1 Onboarding Coordinator
Your Team — Confirmed in Kickoff
A
Anthony Grippo
Co-Founder · 40%
Marketing & growth lead
C
Cary Shore
Co-Founder · 60%
Clinical leadership · hiring
M
Mary Kay
Practice Manager
Admin operations · CAQH · plans
D
Doug
Fractional CFO
Financial oversight
Logical Position
Vendor · Primary
Google Ads + SEO + paid social
Cardinal Marketing
Vendor · Web Dev
Site changes, hosting only
Section 6 · Captured Live
What We Heard in the Kickoff
Confirmed during the call with Anthony & Cary — the data the Day 7 Business Review will translate into a strategic diagnosis.
Current Channel Mix
$40K/mo paid spend · today
Google Ads~95%
Meta (paused/limited)~5%
SEO/AEO · Organic Social · Referral~0%
Single-channel concentration is the largest acquisition risk surfaced in the kickoff.
Google Ads Funnel
Click → conversion → seen patient
Step 1 · Conversion
~$400 cost / conv
↓
Step 2 · Verification
~50% drop · insurance / deductible
↓
Step 3 · Seen Patient
~$800 effective CAC
EHR ↔ GA4 disconnect prevents true funnel attribution today — a top BR diagnosis.
Patient Volume vs. Target
New patients per month
This month (slow)100
Historic baseline150–180
Anthony's target300
Capacity exists — 9+ W2s coming online support >300/mo if intake is rebalanced across channels.
Business Economics
→~5,000 patient base · primarily telehealth model
→Patient LTV: $10,500 across all service lines
→Insurance pays ~$330 per 30-min appointment · ~$660/hr per provider
→W2 providers: 100% margin (vs. 30-35% on 1099 split)
→Top W2 generated $550K–$600K in last 6 months · ~3:1 ROAS
→W2 salaries ~$200K + benefits
Patient Volume & Capacity
→This month: ~100 new patients (slowest in a long time)
→Historic: 150–180/month · target 300/month
→Provider capacity: 250–260 patients/month per W2 full-time
→Healthy utilization: 85–90% provider booked
→Hiring goal: 1–2 providers/month
→New MPs ramp: 20 hrs/wk first 3 months → full time
⚠ Acquisition & Funnel
→Spend: $40K/mo Google Ads (just reduced from $50K)
→Cost per Google conversion: ~$400 · effective CAC ~$800 (50% don't convert to seen)
→Funnel attribution: EHR ↔ GA4 disconnected — can't track full funnel today
→"How did you hear about us?" intake field exists but unreliable
→Anthony's hypothesis: Google Ads decline = users moving to ChatGPT/Claude
→Top drop-off reasons: high deductibles · controlled-substance policy · long intake forms
Compliance & Target Audience
→Some Facebook ads flagged for controlled-substance content
→All commercial payers · no Medicaid, no Medicare
→Preferred payers: Blue Cross Blue Shield · Pacific Source · Moda
→Decent: Providence · Cigna · Aetna
→Target demo: young professional · low deductible · 100% coverage
→Service mix: psychiatry · therapy · medication management
★ SEO + AEO Opportunity
→5 years of SEO investment with limited compounding (Logical Position now)
→AEO: not built — Logical Position said SEO rolls into AEO; we'll bring a clear POV
→Blog content produced via Logical Position
→Prior SEO vendors: Jemsu (Denver) → Upwork freelancer → Cardinal → Logical Position
→Anthony's framing matches our thesis: AI search is changing patient discovery
→Big upside: local "psychiatrist near me" + condition queries in LLMs
Brand & Content Assets
→Brand guidelines exist: colors, fonts, positioning rough outline
→High-quality 15s/30s video library on Google Drive (Portland-based agency, name TBC)
→Logo + creative assets archived
→Past partnership: Portland Winter Hawks (drove patient traffic) · TriMet bus ads
→No new ad creative produced monthly · no patient testimonials yet
→Cary's interest: AI-forward angle · concierge / hybrid AI+MP model
Operations Context
→October leadership transition: billing team replaced, admin team rebuilt
→Hiring & interviewing flagged as a current weakness
→Mary Kay (Practice Mgr) drives admin · Doug as fractional CFO
→Outsourced credentialing & contracting (120-day cycles)
→Differentiator: same-day / next-day appointment availability
→Tension: same-day availability also signals provider underbooking
Referral Network · Greenfield
→Currently no formal referral program
→Some inbound from Bridgeport Family Medicine, Embark
→No structured PCP / wellness / chiropractor relationships
→Anthony & Cary aligned: "we really want to dive into this"
→Lower-cost acquisition channel vs. paid · trust-led
→OR + WA local market focus to start
Messaging Pillars · How Patients Choose
Mental-health patients are not converted by performance copy. The six pillars MindRx's landing pages, ads, content, and lifecycle should resonate against:
Empathy
"We understand what you're going through" — validating the patient's experience before asking for anything.
Accessibility
Same-day appointments · every commercial payer · telehealth across OR + WA — MindRx's most defensible signal.
Provider Credibility
Clinician bios, credentials, "your psychiatrist trained at ___" — authority humanized.
Convenience
Streamlined intake, easy scheduling, telehealth-first — the friction-reduction angle.
Outcomes
Time to relief, longitudinal care, measured results — patient-language outcomes, not clinical jargon.
Stigma Reduction
Normalize seeking care · destigmatize medication · validate the decision to ask for help.
Competitive Landscape · Coming in Day 7 Business Review
Where MindRx sits in the OR + WA mental-health market — and the strategic white space.
The Business Review will map the positioning landscape (who anchors where on premium vs. accessible, clinical vs. lifestyle), how each player acquires patients, their messaging patterns, and — most importantly — the gaps competitors don't own. White-space analysis has historically driven the strongest discussions in MH-1 business reviews.
→ Positioning landscape
→ Messaging patterns
→ Acquisition strategy by player
→ MindRx's current position
★ Strategic white space
Section 7 · 10 min
Access & Assets — Confirmed in Kickoff
Anthony to grant access this week. Andrea will chase. EHR access requires a BAA — top priority. Speed of access drives the depth of the Day 7 Business Review.
Google Ads
$40K/mo · managed by Logical Position · primary acquisition channel
Status: Access requested · audit + diversification
Meta Ads (Facebook / Instagram)
Tested previously · limited returns · some flagged for controlled-substance content
Status: Access requested · re-evaluate strategy
SEO / Content
Logical Position handles SEO + blog content · 5 years invested
Status: Full ranking + content audit · output review
★ AEO (AI Search / ChatGPT)
Establish visibility in ChatGPT, Perplexity, Claude for local psychiatry queries
Status: Under-leveraged — significant local opportunity
Email / Lifecycle
Currently lives inside the EHR · no standalone marketing platform
Status: Significant under-utilization — clear opportunity
GA4 / Analytics
Sole analytics tool · disconnected from EHR for funnel tracking
Status: Access requested · attribution rebuild
Social & YouTube
YouTube exists but unused · no Snapchat / TikTok · video library on Drive
Status: Underdeveloped — content + distribution plan
Website
mindrxgroup.com · web dev managed by Cardinal Marketing
Status: CRO audit · intake-form simplification opportunity
EHR · Practice Q → Advanced MD
Currently Practice Q · billing on Advanced MD · consolidating to Advanced MD (Cary leading)
Status: BAA required before access · top priority
Spruce Health
Public phone number · HIPAA-compliant patient comms · admin uses for messaging
Status: Call tracking opportunity to map ad → call → seen
Internal Comms · Slack
MindRx Slack workspace for team coordination
Status: Earlier shared-channel link broken · re-send needed
Brand Guidelines & Assets
Brand Guidelines
Color palette, typography, logo usage, tone of voice
Status: Confirm if exists
Brand / Strategy Docs
Positioning briefs, messaging frameworks, value props
Status: Share if available
Imagery & Photography
Clinic, providers, lifestyle (with consent), brand shots
Status: Needed for ads + social
Video Content
Provider explainers, clinic walkthroughs, testimonials
Status: Inventory what exists
Section 8 · 5 min
How We Work
A premium growth-partner operating model — clear communication cadence, full reporting transparency, measurable speed, and single-point ownership for MindRx
Communication
Shared Slack + Email
Slack for day-to-day questions and approvals (response <4 hrs).
Email for strategy documents and formal approvals (<12 hrs response).
One shared channel — Anthony, the MindRx team, and MH-1 all in the same room.
Reporting & Transparency
Weekly · Monthly · Quarterly
Weekly audit-progress updates during the 2-week trial. Post-trial: a shared monthly performance dashboard for MindRx — not a walled-garden agency report — and a quarterly QBR. The work and the underlying data are always visible.
Speed
Platform-Multiplied Pace
A senior growth marketer paired with the MH-1 platform ships at the cadence of a multi-person team — content, research, campaigns, and reporting compounded by the AI layer. Audit findings in week one, plan in two, execution in three.
Ownership & Accountability
One Team · Plan + Ship
The same team that builds the plan ships the work. A single dedicated growth marketer is Anthony's point of contact and owner — no hand-offs, no separate strategy and execution teams, no opaque agency layers between MindRx and the work.
Section 9 · 10 min
What Happens After Today
Confirmed in kickoff today (Day 0). Two meetings on the books — Business Review at end of next week, 30-60-90 Plan the week after. Then we go to execution.
01 Days 1–7 · WORK
Foundation & Audit
→Jarred sends access checklist + recap today · Andrea chases
→Anthony provides BAA so we can access Practice Q EHR
→Audit ingestion: Google Ads, Meta, GA4, Logical Position outputs
→Competitive scan · OR/WA local mental-health market
→AEO visibility scan — ChatGPT, Perplexity, Claude
02 Day 7 · MEETING 1
Business Review
→Executive summary on top of a deep audit (Jarred's "8,000-page draft")
→Channel-by-channel findings · paid, SEO, AEO, lifecycle, intake
→What's working, current growth constraints, where the upside is
→Logical Position & Cardinal assessment
→POV to pressure-test together — calibrate before Day 14
03 Day 14 · MEETING 2
30-60-90 Day Plan
→Channel-by-channel path forward — paid, SEO/AEO, lifecycle, referral
→Sequenced commitments for Month 1, Month 2, Month 3
→KPIs (new patients, CAC, LTV:CAC, capacity utilization) locked in
→Reporting cadence (Mon/Wed/Fri rhythm post-trial)
→Go / no-go alignment · execution begins Day 15
After Day 14 — Path Forward Together
→
Continue at $10k/mo
The default path. Growth Marketer + MH-1 platform executing the focused plan on the lead channel — month to month, with the team scaling alongside MindRx as outcomes compound.
↑
Expand the Team
As results land, layer in additional co-pilots — paid media, content/social, patient lifecycle, and a referral-network builder for PCPs and OR/WA wellness providers — plus a fractional CMO. The team expands; no re-pitch needed.
Aligned Incentives — Trial Refund Commitment
If the plan isn't the right fit at Day 14 — for any reason — you receive a full refund on the trial. No obligation. The structure is built to align our incentives with measurable outcomes; every prior trial has progressed into a continued engagement.