Marketing Plan · Practices and firms
The Marketing Plan is a written plan from Web Everything for medical practices, law firms and financial advisors. It shows what each thing you pay for brings in and what it costs. Then it says what to fix first, what to stop paying for and what to try next. It also covers where AI can take routine work off your office, and where it creates risk.
Want a quick look first? See what AI says about you with AEOptim's Free AI Check.
01 / Where you are
You pay a website company, maybe an ads freelancer, a directory or two, a review tool, and now someone is selling you an AI phone service. Each one sends a report that says it's working. Nobody has put them side by side and asked what a new patient, a signed case or a new household costs from each.
Meanwhile the office manager is being asked which AI tools to try, and nobody has said which ones are safe to let near patient or client information.
02 / In the plan
New patients, new matters or signed cases, or new client households, by source, as far as your records can show it. Where they can't, we say so.
What you pay each agency, tool and ad account, set against what it brought in.
The few changes worth making now, in order.
When a channel won't pay off for you, we'll say so, even if it's one of ours.
One or two things worth testing, with what they'd cost and how you'd know they worked.
Which routine jobs AI can take off your staff, which ones it shouldn't touch, and what's worth building, buying or leaving alone.
03 / AI in the office
AI tools can draft messages, sort requests and answer routine questions. They can't be trusted with judgment calls, and some of them shouldn't see patient or client information at all. The plan names which is which for your office.
drafting answers to the questions the front desk hears every day (hours, parking, what to bring, which plans you take), sorting website requests by reason and office, and drafting reminder and follow-up messages that your staff read before they go out.
a tool that sees patient or client information without the right agreement in place; a chat window that answers a question in a way that reads as medical, legal or financial advice; and anything sent to a patient or client that no person read first.
The plan also shows what AI assistants like ChatGPT and Google's AI say about you today, measured with AEOptim, our app. That tells us whether to fix your listings or your site first.
04 / What we count
Count: new patients or booked consults
We count new patients, or booked consults if you're cash-pay. Any AI tool that handles patient information, including an AI phone answering service or a note-taking tool, needs a Business Associate Agreement with that company, and the plan names which of your tools need one. We sign a Business Associate Agreement when a project touches patient information. We don't place ad pixels on pages that collect patient information.
Count: new clients or first appointments
We count new clients, or first appointments. AI can help with intake paperwork, waitlist replies and insurance questions. It should never answer a message that reads like a crisis or anything that reads like therapy. Those go to a person, and anyone in crisis goes to 988 or 911 first.
Count: new matters or signed cases
We count new matters or signed cases, and cost per signed case by channel when your intake records the source. AI can sort inquiries by matter type and county and draft follow-ups to people who didn't book a consult. It shouldn't answer a legal question on your behalf, and what someone tells your intake form is confidential, so it doesn't go into a tool that hasn't agreed to keep it that way. Your state bar's advertising rules apply to anything it drafts.
Count: new client households
We count new client households. AI can draft a newsletter or a first-pass email for your review. Anything it drafts for clients or prospects is still a communication your compliance program reviews and keeps on record: under the SEC Marketing Rule and your CCO if you're an RIA, or under FINRA Rule 2210 and your principal if you're with a broker-dealer. It's built to stay inside your SEC, state or FINRA rules, and you approve every word.
05 / Honest fit
06 / The steps
You tell us what you pay for, how new business comes in, and what worries you. You get a written price, and a date for the finished plan, before we start.
Your ad and analytics accounts, what you pay each agency and tool, your listings, what AI assistants say about you, and your own count of new patients, cases or households by source, if you keep one.
Short, in plain words, with the cost of each recommendation next to it.
Your partners, your office manager or your compliance reviewer can join.
What slows it down is access. The plan can only move as fast as we get into your ad and analytics accounts. If your office doesn't track where new business comes from, the plan says what to start tracking.
07 / What it costs
The Marketing Plan is a one-time review of what each channel brings in and costs, and what to fix, stop and try next.
Price on inquiry.
What moves the price: how many offices or service lines you have, and how many channels and accounts there are to read. You get the price in writing before we start.
The terms
08 / Questions
Price on inquiry. It's a one-time review of what each channel brings in and costs, and what to fix, stop and try next. The price depends on how many offices and channels there are to read, and you get it in writing before we start.
The plan is yours to use with anyone. When a channel won't pay off for you, we'll say so, even if it's one of ours.
Mostly the first call and getting us into your accounts. After that, we do the reading.
The plan answers that for your office. If it would handle patient or client information, it needs the right agreement in place first, and it should hand anything unusual to a person.
Sometimes. If the plan says something is worth building or buying, it says what it would cost and who could do it, and you decide separately.
Then the plan says what to start tracking, using what your front desk or intake already does, so next quarter's numbers are real.
09 / Next step
A person reads every message.
Or start smaller: AEOptim's free check asks one question a patient or client would ask, in your city, and shows you the answer as it came back. About two minutes, no card. Run the free check
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