How the commercial relationship begins and runs.
Three phases, each with its own duration, workload, and decision. The diagnostic is priced as fixed work; the build carries a higher level of work than the ongoing period; the ongoing rate steps down once the foundation is in place.
Diagnostic
Two weeks, fixed scope and fixed fee
A fixed-scope review of the advertising account, website, calls, forms, CRM, conversion events, privacy setup, and the path from click to patient outcome.
- What Hyphen needs
- Read access to the ad accounts and analytics
- A walkthrough of the CRM and intake process
- The website and any call-tracking configuration
- What the clinic receives
- A current-state data-flow map
- Prioritized issues with what each one costs
- First moves in order
- An honest recommendation about whether more work is justified
The decision that followsWhether the findings justify a build, whether another vendor should fix specific issues first, or whether the current setup should simply be validated and left alone. The clinic keeps the findings either way.
The diagnostic is priced as fixed work, agreed before it starts.
It does not require pausing any current agency or campaign.
Build
Four to six weeks
The period in which the account structure, intent map, landing-page requirements, measurement setup, field mapping, and reporting are created or rebuilt.
- What Hyphen needs
- Admin access to ad accounts, tag management, and analytics
- CRM cooperation for field mapping and stage definitions
- A named decision maker for claims, budgets, and priorities
- What the clinic receives
- Account and campaign structure built on an intent map
- Claims and proof requirements for compliant ad copy
- Landing-page specifications for whoever maintains the site
- Call tracking, attribution, CRM mapping, and reporting
The decision that followsWhether the measurement foundation reconciles against the CRM before spend scales, and what the first quarter's budget posture should be.
Build carries a higher level of work than the ongoing period and is priced accordingly.
Ongoing
Biweekly working cadence
Paid-search management, search-term control, budget decisions, testing, measurement maintenance, and lead-quality feedback with the clinic.
- What Hyphen needs
- A biweekly working session with the owner of intake or marketing
- Lead-quality feedback from the front desk or CRM
- Timely landing-page implementation when specifications change
- What the clinic receives
- Search-term review, negatives, and bid and budget decisions
- Ad testing and landing-page recommendations
- Offline conversion maintenance and import health checks
- Monthly and quarterly strategy against consultation outcomes
The decision that followsBudget moves are made on downstream evidence, reviewed with the clinic rather than announced to it. The rate steps down from the build period.
What the engagement needs from the clinic
- Access to the advertising accounts, analytics, and tag management
- CRM and website access appropriate to the phase
- Vendor agreements where third parties are involved
- A named decision maker for budgets, claims, and priorities
- Intake cooperation for lead-quality feedback
- Landing-page implementation by whoever maintains the site, against written specifications
Pricing is confirmed in writing before each phase begins. The diagnostic fee is fixed once scope is confirmed; build and ongoing pricing depend on what the diagnostic finds.
The first two weeks answer most of the questions.
The diagnostic maps the current state, prices the fixes, and tells the clinic honestly whether further work is justified.