WithinEHR Go-To-Market Marketing Execution System

Version: 1.0 | Last Updated: February 2026 | Market: US Only Budget: <$2K/month | Team Size: 1-2 people | Timeline: 90-day sprint + scaling framework

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Table of Contents

1. Strategic Foundation
2. Channel Execution Systems
3. Cross-Channel Integration
4. Measurement Framework
5. Budget & 90-Day Timeline
6. Risk Mitigation
7. Beyond 90 Days -- Scaling Framework

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Section 1: Strategic Foundation

1.1 Positioning & Messaging Framework

Brand Position

"The all-in-one platform built for mental health groups."

Core Promise

"One platform. Every provider. Zero friction."

Messaging Hierarchy by Audience

Audience	Primary Message	Supporting Proof Point
Practice owners/managers	"All-in-one for groups -- stop paying for 5 platforms"	Consolidates EHR + PM + telehealth + billing + AI notes into one system
Clinical directors	"AI saves 2+ hours/provider/day on documentation"	AI-powered progress notes, treatment plans, and session summaries
Billing managers	"Automated insurance billing that actually works"	Stedi-powered eligibility checks, claims submission, tracking, and appeals
Compliance officers	"HIPAA-compliant from architecture to interface"	Multi-tenant architecture with role-based access, audit logs, and encryption

5 Messaging Pillars

Pillar 1: "Built for Groups, Not Retrofitted"

• The problem: SimplePractice, TherapyNotes, and others were built for solo practitioners. Group features are bolted on -- per-seat pricing, limited admin controls, no true multi-tenant architecture.
• Our message: WithinEHR was designed from day one for group practices. Native multi-tenant architecture means every provider gets their own workspace while practice owners get unified visibility.
• Proof points: Multi-tenant architecture, unified admin dashboard, per-provider customization, group scheduling, shared client management.
• Copy examples:
  • "Your practice isn't a collection of solo practitioners. Why does your EHR treat it that way?"
  • "One dashboard. Every provider. Every location. That's how group practice management should work."

Pillar 2: "AI That Actually Helps Clinicians"

• The problem: Therapists spend 2-3 hours daily on documentation. Existing "AI" features are basic templates or voice-to-text that still requires heavy editing.
• Our message: WithinEHR's AI understands clinical documentation. It drafts progress notes, treatment plans, and session summaries that sound like you wrote them -- saving 2+ hours per provider per day.
• Proof points: AI-generated progress notes, treatment plan suggestions, session summaries, clinical language accuracy.
• Copy examples:
  • "What would your clinicians do with 2 extra hours every day?"
  • "AI notes that actually sound like a therapist wrote them. Because the AI was trained to."

Pillar 3: "Insurance Without the Headache"

• The problem: Mental health billing is uniquely painful -- frequent denials, complex modifier requirements, and most EHRs don't integrate billing natively.
• Our message: WithinEHR automates the entire insurance lifecycle. Real-time eligibility, one-click claims, automatic tracking, and denial management -- powered by Stedi.
• Proof points: Real-time eligibility verification, automated claims submission, denial tracking, appeal templates, ERA/EOB processing.
• Copy examples:
  • "Check eligibility, submit claims, track payments, and manage denials. One screen. Zero headaches."
  • "Stop losing revenue to denied claims. WithinEHR catches billing issues before they become problems."

Pillar 4: "One Platform, Not Five"

• The problem: The average group practice uses 3-5 separate platforms: EHR, practice management, telehealth, billing, and sometimes a separate scheduler. This costs $200-$800/month and creates data silos.
• Our message: WithinEHR replaces your entire software stack. EHR, practice management, telehealth, billing, scheduling, and AI documentation -- all in one platform.
• Proof points: Integrated scheduling, telehealth, documentation, billing, reporting, client portal.
• Copy examples:
  • "Your SimplePractice + Zoom + billing service + scheduling tool costs how much? There's a better way."
  • "One login. One platform. One monthly bill. Everything your group practice needs."

Pillar 5: "Your Data, Your Practice"

• The problem: Platforms like Alma and Headway own the patient relationship and take a revenue cut. You're building their business, not yours.
• Our message: WithinEHR is a platform you own. No revenue share, no patient marketplace lock-in. Your clients, your relationships, your data.
• Proof points: No revenue share model, full data export, practice-branded client portal, you control referral relationships.
• Copy examples:
  • "Alma takes a cut of every session. We don't. Your revenue is your revenue."
  • "Build your practice, not someone else's marketplace."

Competitive Differentiation Matrix

Feature	WithinEHR	SimplePractice	TherapyNotes	Alma	Headway
Built for groups	Native multi-tenant	Bolted-on group features	Basic group support	No (marketplace)	No (marketplace)
AI documentation	Full AI notes, treatment plans, summaries	Basic templates	No AI features	No AI features	No AI features
Insurance automation	Full lifecycle (Stedi-powered)	Basic claims	Good claims	They handle billing (rev share)	They handle billing (rev share)
Telehealth	Built-in	Built-in	Add-on	Third-party	Third-party
Practice management	Full suite	Good	Basic	Limited	Limited
Revenue model	SaaS subscription	SaaS subscription	SaaS subscription	Revenue share (~10-15%)	Revenue share (~10-25%)
Data ownership	Full	Full	Full	Platform controls	Platform controls
Multi-location	Native	Limited	Limited	N/A	N/A
Starting price	TBD	$29/provider/mo	$49/provider/mo	Free (revenue share)	Free (revenue share)
Best for	Groups 2-10 providers	Solo to small groups	Solo to small groups	Solo looking for patients	Solo looking for patients

Tone Guidelines

• Professional but warm: Write like a trusted colleague, not a corporation
• Empathetic to burnout: Acknowledge the real struggle of admin burden without being patronizing
• Evidence-based claims only: Every benefit claim should be provable or hedged ("up to", "designed to")
• Never exploit mental health conditions: We serve practitioners, not patients. No triggering imagery, no emotional manipulation
• Respectful of competition: Differentiate on features, not attacks. Acknowledge what others do well
• Inclusive language: Gender-neutral, culturally aware, accessible vocabulary

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1.2 ICP Deep Dive

Primary ICP: Group Practice Owner/Manager

Attribute	Detail
Practice size	2-10 providers (sweet spot: 3-6)
Revenue	$500K-$3M annually
Current tech spend	$200-$800/month across 3-5 platforms
Decision cycle	4-12 weeks (longer for larger practices)
Role	Owner, managing partner, or clinical director with purchasing authority
Specialty mix	LCSW, LMFT, LPC, PsyD -- primarily talk therapy
Pain threshold	Has experienced at least 2 of: billing errors, documentation burden complaints from staff, platform integration issues, scaling friction
Decision triggers	Adding a new provider, moving to a new location, billing system failure, contract renewal on existing platform

Psychographic Profile:

• Clinician-turned-business-owner who entered the field to help people, not manage software
• Overwhelmed by administrative burden, especially as the practice grows
• Trusts peer recommendations above all else -- active in Facebook groups and professional communities
• Likely female, age 30-55 (reflects therapy field demographics)
• Values work-life balance but struggles to achieve it
• Risk-averse with technology -- needs strong social proof before switching
• Researches thoroughly before making decisions
• Cares deeply about provider satisfaction and retention

Secondary ICP: Solo Planning to Scale

Attribute	Detail
Practice size	Solo, planning to hire first 1-2 clinicians within 6-12 months
Revenue	$80K-$200K annually
Current tech spend	$30-$100/month on SimplePractice or similar
Decision cycle	2-6 weeks
Motivation	Wants a platform that can scale without switching later

Anti-ICP (Do Not Target)

• Large organizations (50+ providers) -- need enterprise features we don't have yet
• Psychiatry-only practices -- different workflow requirements (medication management, prescribing)
• Non-US practices -- different insurance/regulatory landscape
• Solo practitioners with no growth plans -- SimplePractice serves them well enough
• Practices using Epic/Cerner/athena -- enterprise EHR users with different switching costs
• Practices focused on psychological testing -- specialized workflow needs

Pain Points Mapped to Buyer Journey

Stage	Pain Points	Emotional State
Status Quo	"Our current system is fine... mostly"	Mild frustration, habituated
Trigger	New hire, billing disaster, contract renewal, provider complaints	Frustrated, actively looking
Research	"Everything looks the same" / "None of these are built for groups"	Overwhelmed, skeptical
Evaluation	"Will my staff actually use this?" / "Can we migrate without losing data?"	Cautious, detail-oriented
Decision	"What if this doesn't work?" / "Is the switching cost worth it?"	Anxious, seeking reassurance
Onboarding	"This is a lot to learn" / "My staff is resistant to change"	Hopeful but stressed
Advocacy	"I wish I'd switched sooner"	Relieved, enthusiastic

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1.3 Customer Journey Map

Stage 1: Awareness

Element	Detail
Trigger	Practice growth pain, billing issues, provider complaints about documentation, hearing about AI in other fields
Channels	Google search, Facebook groups, peer recommendations, YouTube, LinkedIn
Content types	Blog posts (educational), social media posts, YouTube videos, podcast mentions
Goal	Introduce WithinEHR as a solution category they didn't know existed
Key metric	Website visits, social impressions, YouTube views
Example touchpoints	Finds blog post "How to Reduce Charting Time for Your Group Practice", sees Instagram carousel "5 Signs You've Outgrown SimplePractice"

Stage 2: Consideration

Element	Detail
Trigger	Resonates with content, recognizes their pain points in our messaging
Channels	Website, email, comparison content, webinars
Content types	Comparison guides, feature deep-dives, case studies, lead magnets, webinar recordings
Goal	Position WithinEHR as best option for group practices
Key metric	Email subscribers, lead magnet downloads, time on site, pages per session
Example touchpoints	Downloads "EHR Buyer's Checklist", reads comparison blog "WithinEHR vs SimplePractice for Groups"

Stage 3: Evaluation

Element	Detail
Trigger	Actively comparing options, requesting demos
Channels	Demo calls, product videos, G2/Capterra reviews, free trial
Content types	Product demos, ROI calculators, implementation guides, testimonials
Goal	Prove WithinEHR solves their specific problems
Key metric	Demo requests, trial signups, demo completion rate
Example touchpoints	Watches full product demo video, uses "Billing Automation ROI Calculator", schedules live demo

Stage 4: Decision

Element	Detail
Trigger	Convinced on value, needs to overcome switching anxiety
Channels	Sales calls, email sequences, peer references
Content types	Migration guides, onboarding timeline, pricing breakdown, customer references
Goal	Remove final objections and close
Key metric	Trial-to-paid conversion, time from demo to close, close rate
Example touchpoints	Receives post-demo follow-up sequence, talks to reference customer, reviews migration plan

Stage 5: Onboarding

Element	Detail
Trigger	Signed up, needs to get team set up and running
Channels	In-app onboarding, email sequences, support, training videos
Content types	Setup guides, training videos, office hours invites, progress check-ins
Goal	Time-to-value under 14 days, full team adoption
Key metric	Setup completion rate, time to first note, provider adoption rate, support ticket volume
Example touchpoints	Receives trial onboarding email sequence, completes guided setup, attends live onboarding call

Stage 6: Advocacy

Element	Detail
Trigger	Experiencing benefits, team is happy, processes are smoother
Channels	Email, in-app, social media, review sites, referral program
Content types	Review requests, referral program invites, case study interviews, social sharing prompts
Goal	Generate reviews, referrals, case studies, and community participation
Key metric	NPS score, reviews posted, referrals made, case studies completed
Example touchpoints	Receives referral program invite (1 month free for both parties), asked for G2 review at 60-day mark

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1.4 Content Pillar Strategy

All content maps to one of 5 pillars. Each pillar serves multiple buyer journey stages and supports SEO keyword clusters.

Pillar 1: Group Practice Operations

Focus: Scaling, hiring, multi-location management, admin efficiency

Buyer journey stages: Awareness, Consideration

Target keywords: "how to grow group therapy practice", "group practice management tips", "hiring therapists for group practice"

Content examples:

• "The Complete Guide to Scaling from Solo to Group Practice"
• "5 Operational Mistakes That Keep Group Practices Small"
• "How to Manage a Multi-Location Therapy Practice Without Losing Your Mind"
• "When to Hire Your Next Therapist: A Data-Driven Framework"

Pillar 2: Clinical Documentation & AI

Focus: Note-taking, treatment planning, compliance, AI-assisted documentation

Buyer journey stages: Awareness, Consideration, Evaluation

Target keywords: "AI progress notes for therapists", "reduce charting time therapy", "clinical documentation best practices"

Content examples:

• "How AI is Changing Clinical Documentation (Without Replacing Clinicians)"
• "The Real Cost of Documentation Burden in Mental Health Practices"
• "Progress Notes in Half the Time: A Clinician's Guide to Efficient Documentation"
• "Treatment Planning Best Practices for Group Practices"

Pillar 3: Insurance & Billing

Focus: Credentialing, claims management, RCM, denials, revenue optimization

Buyer journey stages: Awareness, Consideration, Evaluation

Target keywords: "mental health billing automation", "therapy practice insurance claims", "reduce claim denials therapist"

Content examples:

• "The Mental Health Billing Guide: From Credentialing to Collections"
• "Why Your Claims Keep Getting Denied (And How to Fix It)"
• "Insurance Eligibility Verification: Manual vs. Automated"
• "How to Calculate Your True Revenue Cycle Cost"

Pillar 4: Technology & Compliance

Focus: HIPAA compliance, telehealth technology, EHR selection, data security

Buyer journey stages: Consideration, Evaluation

Target keywords: "HIPAA compliant EHR mental health", "best EHR for mental health group practice", "telehealth platform therapy"

Content examples:

• "The 2026 EHR Buyer's Guide for Mental Health Group Practices"
• "HIPAA Compliance Checklist for Group Therapy Practices"
• "SimplePractice vs TherapyNotes vs WithinEHR: Honest Comparison for Groups"
• "What to Look for in a Telehealth Platform for Group Practices"

Pillar 5: Practice Growth

Focus: Patient acquisition, marketing, referral networks, community building

Buyer journey stages: Awareness, Advocacy

Target keywords: "grow therapy practice referrals", "marketing for group practice", "therapy practice patient acquisition"

Content examples:

• "Building a Referral Network That Actually Fills Your Caseloads"
• "Marketing Your Group Practice: A Guide for Clinicians Who Hate Marketing"
• "How to Get Your First 100 Clients at a New Group Practice"
• "The Practice Growth Flywheel: Systems That Scale"

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1.5 Lead Scoring System

Demographic Scoring (0-40 points)

Factor	Criteria	Points
Practice size	2-3 providers	5
	4-6 providers	10
	7-10 providers	8
	Solo (planning to hire)	3
Role	Owner/managing partner	10
	Clinical director	8
	Office/billing manager	5
	Staff clinician	2
Specialty	Talk therapy (LCSW, LMFT, LPC)	5
	Mixed mental health	4
	Psychiatry only	1
Location	US metro area	5
	US suburban	4
	US rural	3
	Non-US	0
Current platform	SimplePractice/TherapyNotes	5
	No EHR or paper-based	4
	Alma/Headway (ready to own)	5
	Enterprise EHR	1

Behavioral Scoring (0-60 points)

Action	Points	Decay
Visited pricing page	10	30 days
Watched demo video (>50%)	8	30 days
Downloaded comparison guide	8	45 days
Downloaded lead magnet	5	45 days
Attended webinar	8	60 days
Opened 3+ emails in a row	4	14 days
Visited site 3+ times in 7 days	5	7 days
Clicked "Start Free Trial" (didn't complete)	7	14 days
Requested demo	15	90 days
Started free trial	20	90 days
Referred from partner	5	90 days

Lead Tiers

Tier	Score	Action
Cold	0-20	Nurture via blog content and social media
Warm	21-40	Add to email nurture sequence, serve retargeting ads
Hot	41-60	Priority for personalized outreach, demo invitation
Qualified	61+	Sales-ready: schedule demo, personal follow-up within 24 hours

Score-Based Actions

• Score crosses 20: Add to warm email nurture sequence
• Score crosses 40: Alert founder for personal LinkedIn connection
• Score crosses 60: Immediate demo scheduling outreach (email + phone within 24 hours)
• Score drops below tier (decay): Move back to appropriate nurture track

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Section 2: Channel Execution Systems

2.1 SEO & Content Marketing

Monthly Budget: $0 (fully organic)

Keyword Strategy

Tier 1: Bottom-of-Funnel (Highest Priority)

These keywords indicate purchase intent. Target with comparison pages, landing pages, and detailed feature content.

Keyword	Est. Monthly Search	Difficulty	Content Type
SimplePractice alternative for group practice	50-100	Low	Comparison page
best EHR for mental health group practice	100-200	Medium	Buyer's guide
mental health EHR with AI notes	20-50	Low	Feature page
TherapyNotes alternative	100-200	Low-Medium	Comparison page
EHR for group therapy practice	50-100	Low	Landing page
mental health practice management software	200-500	Medium	Buyer's guide
therapy practice billing software	50-100	Low-Medium	Feature page

Tier 2: Mid-Funnel (Solution-Aware)

These keywords indicate problem awareness and solution research. Target with educational content that naturally positions WithinEHR.

Keyword	Est. Monthly Search	Difficulty	Content Type
how to reduce charting time as a therapist	50-100	Low	Blog post
automate insurance billing mental health practice	20-50	Low	Blog post
therapist documentation burnout solutions	20-50	Low	Blog post
EHR migration guide therapy practice	10-30	Low	Blog post
group practice scheduling software	50-100	Medium	Blog post
mental health billing best practices	100-200	Medium	Blog post

Tier 3: Top-of-Funnel (Problem-Aware)

These keywords capture practitioners at the beginning of their journey. Target with comprehensive guides.

Keyword	Est. Monthly Search	Difficulty	Content Type
how to start a group therapy practice	200-500	Medium	Comprehensive guide
insurance credentialing for therapists	200-500	Medium-High	Guide
growing therapy practice to group	50-100	Low	Blog post
hiring therapists for group practice	50-100	Low	Blog post
mental health private practice billing guide	100-200	Medium	Guide
HIPAA compliance for therapy practices	100-200	Medium	Checklist post

12-Week Content Calendar (4 articles/month)

Month 1 -- Foundation Content

Week	Title	Pillar	Funnel Stage	Target Keyword
1	"The 2026 EHR Buyer's Guide for Mental Health Group Practices"	Technology	Consideration	best EHR for mental health group practice
2	"How AI is Changing Clinical Documentation in Mental Health"	Documentation & AI	Awareness	AI progress notes for therapists
3	"SimplePractice vs WithinEHR: Which Is Better for Group Practices?"	Technology	Evaluation	SimplePractice alternative for group practice
4	"The Complete Guide to Mental Health Insurance Billing"	Insurance & Billing	Awareness	mental health billing best practices

Month 2 -- Problem/Solution Content

Week	Title	Pillar	Funnel Stage	Target Keyword
5	"5 Signs You've Outgrown Your Solo-Practice EHR"	Group Operations	Awareness	group practice management tips
6	"How to Cut Documentation Time in Half Without Sacrificing Quality"	Documentation & AI	Consideration	how to reduce charting time as a therapist
7	"TherapyNotes vs WithinEHR: Honest Comparison for Group Practices"	Technology	Evaluation	TherapyNotes alternative
8	"Why Your Insurance Claims Keep Getting Denied (And How to Fix It)"	Insurance & Billing	Awareness	reduce claim denials therapist

Month 3 -- Growth & Authority Content

Week	Title	Pillar	Funnel Stage	Target Keyword
9	"The Complete Guide to Scaling from Solo to Group Practice"	Group Operations	Awareness	how to start a group therapy practice
10	"How to Automate Insurance Billing for Your Therapy Practice"	Insurance & Billing	Consideration	automate insurance billing mental health
11	"HIPAA Compliance Checklist for Group Therapy Practices"	Technology	Consideration	HIPAA compliance for therapy practices
12	"Building a Referral Network That Actually Fills Your Caseloads"	Practice Growth	Awareness	grow therapy practice referrals

On-Page SEO Checklist (per article)

Apply to every piece of content before publishing. See checklists/seo-checklist.md for the full version.

• Target keyword in title tag (front-loaded when possible)
• Title tag 50-60 characters
• Meta description 150-160 characters including keyword and CTA
• H1 tag matches title, includes primary keyword
• H2/H3 subheadings include secondary keywords naturally
• Target keyword in first 100 words
• Keyword density 1-2% (natural usage, never forced)
• Internal links to 2-3 related blog posts
• Internal link to relevant product/feature page
• At least 1 external link to authoritative source
• Images with descriptive alt text including keyword where relevant
• Article length: 1,500-2,500 words (guides: 3,000+)
• CTA block at end: email signup or demo request
• In-content CTA after ~40% of article
• Schema markup: Article schema with author, date, description
• URL slug: short, keyword-rich, no dates (e.g., /blog/best-ehr-mental-health-group-practice)
• Open Graph and Twitter Card tags configured

Technical SEO Requirements

Site Architecture:

withinehr.com/
├── / (homepage)
├── /features/
│   ├── /features/ai-documentation/
│   ├── /features/insurance-billing/
│   ├── /features/telehealth/
│   ├── /features/practice-management/
│   └── /features/multi-tenant/
├── /pricing/
├── /blog/
│   └── /blog/[slug]/
├── /compare/
│   ├── /compare/simplepractice/
│   ├── /compare/therapynotes/
│   └── /compare/alma-headway/
├── /resources/
│   ├── /resources/ehr-buyers-guide/
│   └── /resources/[lead-magnet-slug]/
├── /demo/
├── /about/
├── /contact/
├── /privacy/
├── /terms/
└── /hipaa/

Technical Requirements:

• XML sitemap submitted to Google Search Console
• robots.txt configured properly
• Core Web Vitals: LCP <2.5s, FID <100ms, CLS <0.1
• Mobile-first responsive design
• HTTPS enforced
• SoftwareApplication schema markup on product pages
• LocalBusiness schema on about/contact pages
• BreadcrumbList schema for navigation
• FAQ schema on comparison and feature pages
• Page load time <3 seconds
• Canonical URLs on all pages
• 301 redirects for any URL changes

SEO KPIs

Metric	Month 1	Month 2	Month 3	Month 6
Monthly organic visitors	100	250	500	2,000
Page 1-2 keywords	3	6	10	25+
Blog-to-email conversion	2%	3%	4%	5%
Organic demo requests	1	3	5	15
Domain authority	5	10	15	25

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2.2 Email Marketing

Monthly Budget: $50-100 (free tier initially, scale to paid when list exceeds 500)

Platform Recommendation

Start with Brevo (formerly Sendinblue) free tier:

• 300 emails/day on free plan (enough for first 3-6 months)
• Built-in automation
• Good deliverability
• Upgrade to $25/month when needed for higher volume

Alternative: Mailchimp free tier (500 contacts, 1,000 sends/month)

List Building Strategy

Source	Expected Monthly Growth	Mechanism
Blog CTAs	15-20 subscribers	In-content and end-of-post email capture
Lead magnets	15-20 subscribers	Gated PDF downloads
Webinar registrations	10-15 subscribers	Monthly webinar signup
Demo requests	5-10 subscribers	Auto-add demo requesters
Social media	5-10 subscribers	Bio links, post CTAs
Total	50-75/month

Lead Magnets (1 per month)

Month 1: "The 2026 EHR Buyer's Checklist for Group Practices"

• Format: 2-page PDF checklist
• Content: 30 questions to ask when evaluating an EHR for a group practice
• Landing page: /resources/ehr-buyers-checklist
• Promotion: Blog CTA, social posts, Facebook group comments
• Expected downloads: 30-50

Month 2: "Billing Automation ROI Calculator"

• Format: Interactive spreadsheet (Google Sheets template) or simple web calculator
• Content: Input current billing time, denial rate, staff costs -> see savings with automation
• Landing page: /resources/billing-roi-calculator
• Promotion: Blog CTA on billing posts, social posts, partner shares
• Expected downloads: 20-40

Month 3: "The Solo-to-Group Practice Transition Guide"

• Format: 8-10 page PDF guide
• Content: Step-by-step guide covering hiring, insurance paneling, technology, compliance
• Landing page: /resources/solo-to-group-guide
• Promotion: Blog CTA, social posts, Facebook groups, partner shares
• Expected downloads: 30-50

Automated Email Sequences

Full email copy is available in templates/email-sequences/. Below is the structural overview.

Sequence 1: Welcome/Nurture (5 emails over 14 days)

Email	Day	Subject Line	Content Focus
1	0	"Welcome -- here's your [lead magnet]"	Deliver lead magnet, introduce WithinEHR briefly
2	2	"The #1 mistake group practices make with their EHR"	Educational value, soft product mention
3	5	"How [practice name] saved 15 hours/week with AI documentation"	Case study / social proof (use hypothetical early on)
4	9	"Your EHR shouldn't hold your practice back"	Problem agitation, product differentiation
5	14	"Ready to see WithinEHR in action?"	CTA: book a demo or start free trial

Sequence 2: Trial Onboarding (7 emails over 14 days)

Email	Day	Subject Line	Content Focus
1	0	"Welcome to WithinEHR -- let's get you set up"	Quick start guide, key first steps
2	1	"Set up your first provider in 5 minutes"	Guided walkthrough, video link
3	3	"Try AI notes -- the feature everyone loves"	AI documentation tutorial
4	5	"Connect your insurance billing"	Billing setup walkthrough
5	7	"How's it going? Quick check-in"	Personal touch, offer help, link to support
6	10	"3 things to try before your trial ends"	Feature highlights, FOMO on value
7	14	"Your trial ends tomorrow -- here's what you'll lose"	Urgency, conversion CTA, offer to extend

Sequence 3: Post-Demo Follow-Up (4 emails over 10 days)

Email	Day	Subject Line	Content Focus
1	0	"Thanks for the demo -- here's a summary"	Recap key points, link to recording
2	2	"Answers to the questions that come up after every demo"	FAQ, objection handling
3	5	"What switching to WithinEHR actually looks like"	Migration timeline, support commitment
4	10	"Still thinking about it? Let's chat."	Personal follow-up, offer second call

Weekly Newsletter

Schedule: Tuesdays at 10:00 AM ET

Format:

Subject: [Engaging subject line related to featured article]

Hey [First Name],

[1-2 sentence intro -- personal, timely, relevant]

📖 Featured This Week
[Article title with link and 2-3 sentence summary]

💡 Product Tip
[One practical tip for using WithinEHR or running a group practice]

📰 Industry News
[One relevant industry link with brief commentary]

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[CTA: "Ready to see how WithinEHR can help your group practice? Book a demo →"]
[Unsubscribe | Update preferences]

Email KPIs

Metric	Target
Monthly new subscribers	50+
Open rate	35%+ (industry avg ~25%)
Click rate	5%+ (industry avg ~3%)
Unsubscribe rate	<0.5% per send
Email-to-demo conversion	3-5% of engaged subscribers
List size by month 3	150-200 subscribers

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2.3 Paid Advertising

Monthly Budget: $800-1,000

Google Search Ads ($600-700/month)

Campaign 1: Competitor Comparison ($300/month)

Goal: Capture people actively searching for alternatives to competitors.

Ad Group	Keywords	Match Type
SimplePractice Alt	"simplepractice alternative", "simplepractice alternative for groups", "simplepractice for group practice"	Phrase + Exact
TherapyNotes Alt	"therapynotes alternative", "therapynotes for groups", "better than therapynotes"	Phrase + Exact
General Alt	"mental health ehr alternative", "switch ehr therapy practice"	Phrase

Ad Copy Variations:

Ad 1 (SimplePractice alternative):

Headline 1: SimplePractice Built for Groups
Headline 2: AI Notes + Insurance Automation
Headline 3: Start Free Trial Today
Description 1: WithinEHR replaces 5 tools with 1 platform. Native multi-tenant, AI documentation, automated billing.
Description 2: Built for mental health group practices with 2-10 providers. See why practices are switching.

Ad 2 (TherapyNotes alternative):

Headline 1: TherapyNotes Alternative for Groups
Headline 2: AI Documentation Saves 2+ Hrs/Day
Headline 3: Free 14-Day Trial
Description 1: Purpose-built for group practices. AI notes, integrated billing, telehealth -- one platform does it all.
Description 2: Multi-tenant architecture designed for groups. Not a solo EHR with group features bolted on.

See templates/ad-copy/ for all ad variations.

Campaign 2: Solution-Aware ($300/month)

Goal: Capture people searching for solutions to problems WithinEHR solves.

Ad Group	Keywords	Match Type
Group EHR	"mental health ehr for group practice", "group practice management software", "ehr for therapy groups"	Phrase + Exact
AI Documentation	"ai documentation therapy", "ai notes for therapists", "ehr with ai notes"	Phrase
Billing Automation	"therapy practice billing software", "mental health claims automation"	Phrase

Campaign 3: High-Intent Bottom Funnel ($100/month)

Goal: Capture people ready to take action.

Ad Group	Keywords	Match Type
Demo Intent	"mental health ehr demo", "ehr free trial therapy", "therapy ehr pricing"	Exact + Phrase

Negative Keywords (apply to all campaigns):

free ehr
open source ehr
ehr jobs
ehr training
ehr certification
epic ehr
cerner ehr
athenahealth
veterinary
dental
pediatric
hospital ehr
ehr developer
ehr resume

Optimization Schedule:

• Weeks 1-2: Launch Campaigns 1 & 2, broad monitoring, no changes
• Weeks 3-4: First optimization pass -- pause keywords with CPC >$15 and no conversions, add negative keywords
• Weeks 5-6: Launch Campaign 3, adjust bids on top performers, test new ad copy
• Weeks 7-8: Pause underperforming ad groups (<1% CTR), increase budget on best performers
• Weeks 9-10: A/B test landing pages, refine audience targeting
• Weeks 11-12: Full review, reallocate budget to top-performing campaigns

Facebook/Instagram Retargeting ($100-150/month)

Audience: 30-day website visitors who did not convert (request demo or start trial)

Ad Format: Carousel ads (3-4 cards)

Card sequence:

1. "Built for Groups" -- multi-tenant architecture visual
2. "AI-Powered Notes" -- documentation screenshot (demo data only)
3. "Insurance Automation" -- billing dashboard screenshot (demo data only)
4. "Start Free Trial" -- CTA card

Settings:

• Frequency cap: 3x per person per week
• Placement: Facebook Feed, Instagram Feed, Instagram Stories
• Budget: $3-5/day
• Optimization: Conversions (demo request)

Ad Copy:

Still looking for the right EHR for your group practice?

WithinEHR combines everything in one platform:
✓ AI documentation that saves 2+ hrs/day
✓ Automated insurance billing
✓ Built-in telehealth
✓ Native multi-tenant for groups

Start your free trial → [link]

LinkedIn Ads Test ($100-150/month)

Strategy: 30-day test. Pause if CPA > $150 for demo requests.

Targeting:

• Job titles: Practice Owner, Clinical Director, Practice Manager, Therapist, Licensed Clinical Social Worker
• Industries: Mental Health Care, Individual & Family Services
• Company size: 2-50 employees
• Location: United States

Ad Format: Single image ad

Ad Copy:

Headline: Your Group Practice Deserves a Group Practice EHR
Body: Stop duct-taping solo tools together. WithinEHR is the all-in-one platform built for mental health groups: AI documentation, automated billing, integrated telehealth. One platform for every provider.

CTA: Learn More → [link to demo page]

Decision Criteria at 30 Days:

• Continue if: CPA < $150 AND generating 3+ demo requests
• Pause if: CPA > $150 OR fewer than 2 demo requests
• Pivot if: Good engagement but no conversions -> test different landing page

Paid Ads KPIs

Metric	Target
Google CPC	<$8 average
Google CTR	>3%
Cost per lead (email capture)	<$50
Cost per demo request	<$100
Monthly demos from paid	8-15
ROAS	Track from month 2 (target 3:1 by month 6)

---

2.4 Social Media -- Organic

Monthly Budget: $0

LinkedIn (Primary B2B Channel)

Posting frequency: 3-4x/week

Content mix:

• 40% Educational: Tips, frameworks, industry insights
• 30% Product: Feature highlights, demos, updates (subtle, value-led)
• 20% Commentary: Industry news, trends, opinion pieces
• 10% Engagement: Polls, questions, community interaction

Post types by day:

• Monday: Educational post (tip or framework)
• Wednesday: Product-adjacent content (industry problem + how WithinEHR addresses it)
• Thursday: Industry commentary or thought leadership
• Friday (optional): Poll, question, or lighter engagement post

Best practices:

• Post between 8-10 AM ET (peak B2B engagement)
• Use 3-5 relevant hashtags: #MentalHealthPractice #GroupPractice #TherapyBusiness #EHR #PracticeManagement
• Include a hook in the first line (before "...see more")
• End with a question or soft CTA
• Respond to every comment within 24 hours
• Comment on 5 relevant posts daily (practice owners, industry leaders)

Sample posts -- see templates/social-media/ for full library.

Instagram (Primary Clinician Channel)

Posting frequency: 4-5x/week

Content mix:

• 3 feed posts/week: Carousels (educational), single images (quotes/stats), product screenshots
• 3-5 Stories/week: Behind-the-scenes, polls, quick tips, link stickers
• 2-3 Reels/week: Short educational clips, product demos, industry hot takes

Hashtag strategy (use 15-20 per post, rotate sets):

• Primary: #TherapyBusiness #GroupPractice #MentalHealthPractice #TherapistLife
• Secondary: #PrivatePractice #TherapistBurnout #ClinicalDocumentation #TherapyEHR
• Niche: #LCSWLife #LMFTLife #TherapistsOfInstagram #PracticeOwner

Content calendar:

• Monday: Educational carousel (5-7 slides)
• Tuesday: Reel (product tip or industry insight)
• Wednesday: Quote or stat graphic
• Thursday: Educational carousel or Reel
• Friday: Behind-the-scenes or team content

Facebook Groups (Community Engagement)

Strategy: Value-first community participation. This is the highest-ROI organic channel for reaching practice owners.

Target groups (join and engage daily):

1. "Therapists in Private Practice" (largest, ~50K+ members)
2. "Group Practice Exchange" (highly targeted)
3. "Private Practice Startup" (secondary ICP)
4. "The Therapist Entrepreneur"
5. "Insurance Billing for Therapists"

Engagement rules:

• 10:1 ratio: 10 genuinely helpful comments for every 1 mention of WithinEHR
• Daily time commitment: 15-20 minutes
• Answer questions with genuine expertise
• Share blog posts only when directly relevant to someone's question
• Never spam or self-promote in violation of group rules
• Track which topics get the most engagement for content ideas

Weekly Facebook Group Schedule:

• Monday: Answer 2-3 questions about practice management
• Tuesday: Answer 2-3 questions about billing/insurance
• Wednesday: Share a relevant blog post if someone asks about EHRs (naturally)
• Thursday: Answer 2-3 questions about documentation/technology
• Friday: Engage with 5 posts (like, comment, support)

Twitter/X (Secondary Channel)

Posting frequency: 2-3x/week

Strategy: Repurpose LinkedIn content. Lower priority but maintains presence.

Content: Shorter versions of LinkedIn posts, quick stats, industry hot takes, product updates.

Weekly Social Media Content Calendar

Day	LinkedIn	Instagram	Facebook Groups	Twitter/X
Mon	Educational post	Carousel	Answer 2-3 Qs	Repurpose LI
Tue	--	Reel	Answer 2-3 Qs	--
Wed	Product-adjacent	Quote/stat	Share blog post (if relevant)	Repurpose LI
Thu	Industry commentary	Carousel or Reel	Answer 2-3 Qs	--
Fri	Poll/engagement (optional)	Behind-the-scenes	Engage 5 posts	Repurpose LI

Social Media KPIs

Metric	Month 1	Month 2	Month 3
LinkedIn followers	100	300	500
LinkedIn post impressions	5K	15K	30K
Instagram followers	50	150	300
Instagram engagement rate	3%	4%	5%
Social referral website visits	30	100	200
Facebook group referral visits	20	50	100

---

2.5 YouTube

Monthly Budget: $50-100 (month 1 only: USB microphone; ongoing: $0)

Channel Positioning

Channel name: WithinEHR Tagline: "The YouTube Channel for Mental Health Practice Owners" Niche: Intersection of mental health practice management and technology

3 Content Categories

Category 1: Product Demos & Walkthroughs (1-2/month)

• Full product demos (10-15 min)
• Feature-specific walkthroughs (5-8 min)
• "What's new" update videos (3-5 min)
• Goal: Move evaluation-stage prospects toward decision

Category 2: Educational How-To (2-3/month)

• Industry education tied to content pillars (8-15 min)
• Directly addresses search queries
• Positions WithinEHR as a trusted authority
• Goal: Drive awareness and consideration-stage traffic

Category 3: Shorts / Quick Tips (2-3/week)

• 30-60 second clips
• Repurpose from longer videos + original quick tips
• Quick practice management tips, billing hacks, documentation shortcuts
• Goal: Algorithm growth, subscriber acquisition, brand awareness

12-Week YouTube Calendar

Month 1

Week	Video	Category	Length	Target Keyword
1	"WithinEHR Full Product Demo for Group Practices"	Demo	12 min	mental health EHR demo
1-2	3 Shorts: "3 Signs You Need a Group EHR" / "AI Notes in 60 Seconds" / "Billing Tip"	Shorts	30-60s	various
2	"How to Choose an EHR for Your Mental Health Group Practice"	Educational	10 min	best EHR mental health group
3-4	4 Shorts: "Documentation Hack" / "Insurance Tip" / "Group Practice Tip" / "EHR Feature"	Shorts	30-60s	various
3	"AI Documentation for Therapists: How It Actually Works"	Educational	8 min	AI notes for therapists
4	"WithinEHR Insurance Billing Walkthrough"	Demo	8 min	therapy billing software demo

Month 2

Week	Video	Category	Length	Target Keyword
5	"SimplePractice vs WithinEHR: Honest Comparison for Groups"	Educational	12 min	SimplePractice alternative
5-6	4 Shorts	Shorts	30-60s	various
6	"How to Reduce Charting Time as a Therapist"	Educational	10 min	reduce charting time therapist
7-8	4 Shorts	Shorts	30-60s	various
7	"Setting Up Your Group Practice in WithinEHR"	Demo	10 min	group practice EHR setup
8	"Mental Health Insurance Billing: Complete Guide"	Educational	15 min	mental health billing guide

Month 3

Week	Video	Category	Length	Target Keyword
9	"TherapyNotes vs WithinEHR for Group Practices"	Educational	10 min	TherapyNotes alternative
9-10	4 Shorts	Shorts	30-60s	various
10	"How to Scale from Solo to Group Practice"	Educational	12 min	solo to group therapy practice
11-12	4 Shorts	Shorts	30-60s	various
11	"Telehealth Setup in WithinEHR"	Demo	8 min	telehealth therapy practice
12	"5 Mistakes Group Practices Make with Billing"	Educational	10 min	therapy practice billing mistakes

Production Standards

• Hook: First 5 seconds must state the value proposition ("In this video, you'll learn exactly how to...")
• Chapters: Add timestamps/chapters for every video >5 minutes
• Face cam: Picture-in-picture face cam for product demos (builds trust)
• Audio: Clean audio is non-negotiable. USB mic minimum ($30-50 investment)
• Screen recording: OBS (free) or Loom (free tier)
• Editing: DaVinci Resolve (free) or CapCut (free)
• Thumbnails: Custom thumbnails for every video. Use Canva. Include text overlay + face + branded colors
• Consistency: Same intro style, same color scheme, same thumbnail format

YouTube SEO Checklist (per video)

• Keyword-optimized title (front-load primary keyword)
• Title length: 50-70 characters
• Description: 200+ words with primary keyword in first 2 sentences
• Description includes: chapter timestamps, relevant links, CTA, related video links
• Tags: 10-15 relevant tags including primary keyword, variations, and related terms
• Custom thumbnail: text overlay + face/branding, 1280x720px
• End screen: Subscribe CTA + next video suggestion
• Cards: Link to related video or playlist at relevant moments
• Playlist: Add to relevant playlist (e.g., "Product Demos", "Group Practice Tips")
• Pinned comment: CTA with demo/trial link
• Community post: Share with subscribers when published

YouTube KPIs

Metric	Month 1	Month 2	Month 3
Subscribers	20	60	100
Avg views/video (30 days)	30	60	100
Avg view duration	40%	45%	50%+
Shorts views	500	2K	5K
Demo signups from YouTube	1	3	5-10
Watch time (hours/month)	10	40	100

---

2.6 Partnership & Influencer Outreach

Monthly Budget: $200-300 (primarily affiliate commissions, variable)

Partnership Tiers

Tier 1: Therapy Business Coaches & Consultants (Highest Priority)

These people directly advise your ICP. Their recommendation carries enormous weight.

Target	Why	Approach	Compensation
Therapy practice business coaches	Direct access to practice owners	Free account + $100 affiliate commission per conversion	$100/conversion
Group practice consultants	Advise on scaling operations	Free account + $100 commission + co-create content	$100/conversion
Practice management consultants	Recommend technology solutions	Free account + $100 commission	$100/conversion

Target list (build 15-20 names):

• Search "therapy business coach" on Instagram and LinkedIn
• Check who runs group practice coaching programs
• Look for podcast hosts in the therapy business space
• Search course platforms (Teachable, Kajabi) for therapy business courses

Tier 2: Complementary SaaS (Mutual Referral)

Target	Why	Approach	Structure
Credentialing services (Medallion, VerityStream)	They solve credentialing; we solve everything else	Mutual referral agreement	Referral swap
Therapy website builders (Brighter Vision, TherapySites)	They build the site; we power the practice	Mutual referral + integration	Referral swap
Continuing education platforms	Serve same audience, non-competing	Newsletter swap, co-content	Content swap

Tier 3: Micro-Influencers (1K-20K followers)

Target	Why	Approach	Compensation
Therapy Instagram/TikTok creators	Authentic reach to clinicians	Free account + $200-500 for sponsored content	$200-500 per post
Therapy business YouTubers	Video testimonials and reviews	Free account + $300-500 for dedicated video	$300-500 per video
Therapy podcast hosts	Long-form authority building	Free account + guest spot arrangement	Free access

Selection criteria:

• 1K-20K followers (micro is more authentic and affordable)
• Audience is therapists/practice owners (not therapy clients)
• Regular posting cadence
• High engagement rate (>3%)
• Professional content quality

Tier 4: Professional Associations

Target	Why	Approach	Cost
State NASW chapters	Access to social workers	Newsletter sponsorship, speaking	$100-300/newsletter
State LPC/LMFT boards	Access to counselors/therapists	Conference exhibit, newsletter ad	$200-500/event
ACA chapters	Counselor audience	Content collaboration, sponsorship	Variable

Note: Start with 1-2 state chapters, not national. More affordable and better targeting.

90-Day Partnership Outreach Cadence

Weeks 1-2: Research & List Building

• Build target list of 50 potential partners across all 4 tiers
• Research each: audience size, engagement, content quality, current tool recommendations
• Prioritize: Tier 1 (15 names), Tier 2 (10 names), Tier 3 (15 names), Tier 4 (10 names)
• Prepare outreach templates (see templates/outreach/)
• Create partner landing page with program details

Weeks 3-4: First Outreach Batch

• Send personalized outreach to top 20 targets (prioritize Tier 1 and Tier 3)
• Follow up non-responders after 5 business days
• Begin relationship building: engage with their content on social media
• Schedule intro calls with interested parties

Weeks 5-6: Nurture & Follow-Up

• Second follow-up for non-responders (final attempt)
• Onboard interested partners: set up accounts, provide demo, share materials
• Send second batch of 15 outreach emails
• Start content collaboration discussions with responsive partners

Weeks 7-8: Activate First Partners

• Set up affiliate tracking links
• Provide partners with approved messaging and creative assets
• Launch first co-created content piece
• Begin tracking partner-referred traffic

Weeks 9-10: Onboard & Expand

• Onboard first paying affiliate partners
• Send third outreach batch (remaining 15 targets)
• Plan first co-hosted webinar
• Begin micro-influencer outreach

Weeks 11-12: Scale & Measure

• Host first co-hosted webinar with a Tier 1 partner
• Review partnership performance metrics
• Double down on top-performing partnerships
• Plan Month 4 partnership expansion

Affiliate Program Structure

Element	Detail
Commission	$100 per referred customer who stays 3+ months
Cookie duration	90 days
Tracking	Unique referral links + UTM parameters
Payment	Monthly, via PayPal or bank transfer
Minimum payout	$100
Materials provided	Approved copy, banner ads, demo video, one-pager PDF
Reporting	Monthly partner performance email

Customer Referral Program

Element	Detail
Reward	1 month free for both referrer and new customer
Qualification	New customer must complete onboarding and stay 1+ month
Mechanism	Unique referral code per customer
Promotion	In-app banner, email at 30/60/90 days, onboarding sequence
Limit	No limit on referrals per customer

Partnership KPIs

Metric	Month 1	Month 2	Month 3
Partners contacted	20	35	50
Partners signed	1-2	3-5	5-10
Partner-referred website visits	20	100	300
Partner-referred demos	1	3	5-10
Affiliate commissions paid	$0	$100-200	$200-500

---

Section 3: Cross-Channel Integration

3.1 Content Repurposing Engine

Every piece of anchor content should be repurposed across channels for maximum reach with minimum effort.

Blog Post Repurposing Chain

1 Blog Post (1,500-2,500 words)
├── 1 YouTube Video (8-15 min educational)
│   ├── 3-5 YouTube Shorts (30-60s clips)
│   └── 3-5 Social media video clips (15-30s)
├── 1 Newsletter feature (Tuesday email)
├── 3 LinkedIn posts (educational, product, commentary)
├── 2-3 Instagram carousels (key takeaways)
├── 2-3 Instagram/TikTok Reels (quick tips from the content)
├── 1 Twitter/X thread (key points summarized)
└── Facebook group comments (share when relevant to questions)

YouTube Video Repurposing Chain

1 YouTube Video (8-15 min)
├── 1 Blog Post (transcribe + enhance)
├── 3-5 YouTube Shorts (best moments)
├── 3-5 Social media clips (Instagram Reels, LinkedIn video)
├── 1 Newsletter embed (link + summary)
├── 1 LinkedIn post (video link + key insight)
├── Quote graphics from key statements
└── Audio clip for potential podcast use

Repurposing Workflow (Weekly)

Day	Action	Time
Monday	Write blog post (or finalize from weekend)	2-3 hrs
Tuesday	Record YouTube video based on blog post	1-2 hrs
Wednesday	Edit YouTube video, create Shorts	1-2 hrs
Thursday	Create social media assets (carousels, graphics)	1 hr
Friday	Schedule all social posts for next week	30 min

---

3.2 Attribution Tracking

UTM Parameter System

Use consistent UTM parameters across all channels for accurate attribution in GA4.

Format: ?utm_source=[source]&utm_medium=[medium]&utm_campaign=[campaign]&utm_content=[content]

Channel	utm_source	utm_medium	utm_campaign (examples)
Google Ads	google	cpc	competitor-comparison, solution-aware, high-intent
Facebook Ads	facebook	paid-social	retargeting-q1, carousel-demo
LinkedIn Ads	linkedin	paid-social	practice-owner-test
Email newsletter	newsletter	email	weekly-[date]
Email sequence	email-sequence	email	welcome-nurture, trial-onboarding, post-demo
LinkedIn organic	linkedin	organic-social	[post-topic]
Instagram organic	instagram	organic-social	[post-topic]
Twitter organic	twitter	organic-social	[post-topic]
YouTube	youtube	video	[video-slug]
Partner referral	[partner-name]	referral	affiliate-program
Facebook groups	facebook-groups	organic-social	community-engagement
Direct/blog	blog	organic	[post-slug]

Additional Attribution Mechanisms

• Source tags in email platform: Tag every subscriber with acquisition source
• Unique referral codes: Every partner gets a unique code (e.g., ?ref=coachname)
• "How did you hear about us?": Required field on demo request form with options:
  • Google search
  • Blog/article
  • YouTube
  • Social media (which platform?)
  • Referral from colleague
  • Referral from [partner name]
  • Professional association
  • Other (free text)
• GA4 conversion events: Set up events for:
  • demo_request (primary conversion)
  • trial_signup (primary conversion)
  • email_subscribe (micro conversion)
  • lead_magnet_download (micro conversion)
  • pricing_page_view (engagement)
  • comparison_page_view (engagement)

---

3.3 Weekly Execution Schedule

Monday: Content & Planning (3-4 hours)

Time Block	Task	Channel
9:00-9:30	Review previous week's metrics (GA4, email, ads, social)	All
9:30-10:00	Plan the week's content and posts	All
10:00-12:00	Write/finalize weekly blog post	SEO
12:00-12:30	Post educational content on LinkedIn	Social
12:30-12:45	Answer 2-3 Facebook group questions	Social
12:45-1:00	Schedule Instagram carousel	Social

Tuesday: Email & YouTube (3-4 hours)

Time Block	Task	Channel
9:00-9:30	Final review and send weekly newsletter	Email
9:30-11:30	Record YouTube video	YouTube
11:30-12:00	Answer 2-3 Facebook group billing questions	Social
12:00-12:30	Post Instagram Reel	Social
12:30-1:00	Engage with LinkedIn comments and connections	Social

Wednesday: Editing & Ads (2-3 hours)

Time Block	Task	Channel
9:00-10:30	Edit YouTube video and create Shorts	YouTube
10:30-11:00	Review and optimize Google Ads (weekly check)	Paid
11:00-11:30	Post product-adjacent LinkedIn content	Social
11:30-12:00	Share blog post in Facebook group (if relevant)	Social
12:00-12:30	Post Instagram quote/stat graphic	Social

Thursday: Social & Outreach (2-3 hours)

Time Block	Task	Channel
9:00-9:30	Create social media assets for next week (batch)	Social
9:30-10:00	Post LinkedIn industry commentary	Social
10:00-10:30	Post Instagram carousel or Reel	Social
10:30-11:00	Answer 2-3 Facebook group questions	Social
11:00-12:00	Partner/influencer outreach emails	Partnerships
12:00-12:30	Respond to partner inquiries	Partnerships

Friday: Review & Prep (1-2 hours)

Time Block	Task	Channel
9:00-9:30	Schedule all social posts for next week	Social
9:30-10:00	Optional: LinkedIn poll or engagement post	Social
10:00-10:30	Engage with 5 Facebook group posts	Social
10:30-11:00	Review weekly metrics summary, note wins and issues	All
11:00-11:30	Prep next week's blog post topic/outline	SEO

Total weekly time commitment: ~15-20 hours

---

Section 4: Measurement Framework

4.1 Analytics Stack

All tools are free or included in existing subscriptions.

Tool	Purpose	Cost
GA4	Website analytics, conversion tracking, user behavior	Free
Google Search Console	Search performance, indexing, keyword data	Free
Google Ads	Paid search campaign management and analytics	Included in ad spend
Meta Ads Manager	Facebook/Instagram ad management and analytics	Included in ad spend
Brevo/Mailchimp	Email analytics (opens, clicks, conversions)	Free tier
YouTube Studio	Video analytics (views, watch time, subscribers)	Free
Buffer (free tier)	Social media scheduling and basic analytics	Free
LinkedIn Analytics	Page and post analytics	Free
Instagram Insights	Post and story analytics	Free
Google Looker Studio	Custom dashboard combining all data sources	Free

Dashboard Setup (Google Looker Studio)

Create a single dashboard with 4 tabs:

Tab 1: Traffic & Acquisition

• Total website visitors (weekly trend)
• Traffic by source/medium
• Top landing pages
• New vs returning visitors

Tab 2: Engagement & Content

• Blog post performance (views, time on page, bounce rate)
• Email metrics (subscribers, open rate, click rate)
• Social media metrics (followers, impressions, engagement)
• YouTube metrics (views, watch time, subscribers)

Tab 3: Pipeline & Conversions

• Demo requests by source
• Trial signups by source
• Lead magnet downloads
• Email subscriber growth
• Conversion rates by funnel stage

Tab 4: Paid Performance

• Google Ads: spend, clicks, CPC, conversions, CPA
• Facebook Ads: spend, impressions, clicks, conversions, CPA
• LinkedIn Ads: spend, impressions, clicks, conversions, CPA
• Total paid spend vs demos generated

---

4.2 KPI Dashboard (Weekly Review)

Top-of-Funnel Metrics

Metric	Week 4 Target	Week 8 Target	Week 12 Target
Website visitors	200	500	1,000
New email subscribers	15	30	50
Social followers (all platforms)	150	400	800
YouTube views (monthly)	200	800	2,000
YouTube subscribers	20	60	100

Mid-Funnel Metrics

Metric	Week 4 Target	Week 8 Target	Week 12 Target
Email open rate	35%	35%	35%
Email click rate	5%	5%	5%
Return visitors (% of total)	15%	20%	25%
Lead magnet downloads	15	40	80
Blog-to-email conversion	2%	3%	4%

Bottom-of-Funnel Metrics

Metric	Week 4 Target	Week 8 Target	Week 12 Target
Demo requests (total)	5	15	30
Demo requests (organic)	1	5	12
Demo requests (paid)	3	8	12
Demo requests (partner)	1	2	6
Trial signups	2	8	18
Cost per lead	<$60	<$50	<$40
Cost per demo	<$120	<$100	<$80

Revenue Metrics (Monthly)

Metric	Month 1	Month 2	Month 3
Trial-to-paid conversion	10%	20%	25%
New paying customers	0-1	1-3	3-5
MRR from new customers	$0-200	$200-600	$600-1,000
CAC (all-in marketing)	Track	<$500	<$300
Target LTV:CAC ratio	--	Track	8:1+

---

4.3 Reporting Cadence

Weekly Report (every Monday, 30 min)

Contents:

• Channel performance snapshot (traffic, engagement, conversions)
• Paid ads: spend, CPC, conversions, CPA
• Email: sends, opens, clicks, new subscribers
• Pipeline: new demos, trials, status changes
• Top-performing content of the week
• Issues/blockers
• This week's priorities

Format: Simple spreadsheet or Looker Studio dashboard screenshot

Bi-Weekly Content Report (every other Friday)

Contents:

• Blog post performance: views, time on page, conversion rate per post
• YouTube performance: views, watch time, subscriber growth per video
• Social media: top-performing posts, engagement trends
• Content gaps identified
• Next 2 weeks content plan adjustment

Monthly Marketing Review (first Monday of month, 1 hour)

Contents:

• Full KPI dashboard review against targets
• Budget review: actual vs planned spend, CPA trends
• Channel performance ranking (best to worst by demos generated)
• Content audit: what's working, what's not
• Partnership pipeline review
• Budget reallocation decisions
• Strategic adjustments for next month
• Key learnings and experiments to run

---

Section 5: Budget & 90-Day Timeline

5.1 Monthly Budget Breakdown

Category	Monthly Budget	Notes
Google Search Ads	$600-700	3 campaigns targeting high-intent keywords
FB/IG Retargeting	$100-150	Website visitor retargeting, carousel ads
LinkedIn Ads (test)	$100-150	Month 1 only, pause if CPA >$150
Email Platform	$0-50	Free tier initially (Brevo or Mailchimp)
YouTube Equipment	$50 (month 1 only)	USB microphone (one-time)
Partner Commissions	$100-200	Per conversion, variable/performance-based
Design/Tools	$0-50	Canva free, Buffer free, OBS free
Total	$950-1,350	$400-650 monthly reserve for testing

Budget guardrails:

• Never exceed $1,500/month total spend in first 90 days
• Paid ads should generate at minimum 8 demos/month to justify spend
• Shift budget from underperforming channels monthly
• Reserve 25% of budget for opportunistic testing

---

5.2 Week-by-Week Execution Plan (13 Weeks)

Pre-Launch (Week 0): Foundation Setup

Must complete before any marketing begins.

• Set up GA4 on website with conversion events configured
• Submit site to Google Search Console, verify ownership
• Set up email marketing platform (Brevo) with:
  • Welcome email template
  • Unsubscribe/preference management
  • Email capture forms (blog sidebar, footer, pop-up)
• Create social media accounts:
  • LinkedIn company page
  • Instagram business account
  • Twitter/X account
  • YouTube channel with branding
• Install Meta Pixel and Google Ads conversion tag on website
• Create first lead magnet: "2026 EHR Buyer's Checklist for Group Practices"
• Design brand templates in Canva:
  • Blog post header template
  • Instagram carousel template
  • LinkedIn post template
  • YouTube thumbnail template
  • Email header template
• Set up CRM pipeline stages: Lead -> Demo Scheduled -> Demo Completed -> Trial -> Customer
• Create demo request form with "how did you hear about us?" field
• Write and publish privacy policy, terms of service
• Set up Buffer (free) for social media scheduling
• Create UTM parameter tracking spreadsheet

See checklists/launch-checklist.md for full pre-launch checklist.

---

Weeks 1-2: Launch Phase

SEO & Content:

• Publish blog post 1: "The 2026 EHR Buyer's Guide for Mental Health Group Practices"
• Optimize homepage and key landing pages for target keywords

YouTube:

• Record and publish: "WithinEHR Full Product Demo for Group Practices"
• Create 3 YouTube Shorts from demo content

Social Media:

• Begin daily Facebook group engagement (15-20 min/day)
• Post 3-4x on LinkedIn (educational content)
• Post 4-5x on Instagram (carousels, Reels)
• Follow and engage with 50 target accounts on LinkedIn

Paid Ads:

• Launch Google Ads Campaign 1: Competitor Comparison ($300/month)
• Set up conversion tracking for demo requests and trial signups

Email:

• Set up Welcome/Nurture email sequence (5 emails)
• Begin collecting email subscribers via blog CTA

Partnerships:

• Begin researching and building target partner list (goal: 50 names)

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Weeks 3-4: Comparison & Expansion

SEO & Content:

• Publish blog post 2: "How AI is Changing Clinical Documentation in Mental Health"
• Publish blog post 3: "SimplePractice vs WithinEHR: Which Is Better for Group Practices?"

YouTube:

• Record and publish: "How to Choose an EHR for Your Mental Health Group Practice"
• Create 4 YouTube Shorts

Social Media:

• Continue daily engagement routine
• Begin sharing comparison content
• Test first Instagram Reel (educational tip)

Paid Ads:

• Launch Google Ads Campaign 2: Solution-Aware ($300/month)
• First optimization pass on Campaign 1

Email:

• Send first weekly newsletter
• Set up Trial Onboarding email sequence (7 emails)
• Publish lead magnet landing page

Partnerships:

• Finalize partner list (50 names prioritized by tier)
• Send first batch of outreach emails (20 targets)

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Weeks 5-6: Diversification & Optimization

SEO & Content:

• Publish blog post 4: "The Complete Guide to Mental Health Insurance Billing"
• Publish blog post 5: "5 Signs You've Outgrown Your Solo-Practice EHR"

YouTube:

• Record and publish: "AI Documentation for Therapists: How It Actually Works"
• Create 4 YouTube Shorts

Social Media:

• Continue daily engagement routine
• Analyze top-performing post types, double down

Paid Ads:

• Launch FB/IG retargeting campaign ($100-150/month)
• Launch LinkedIn Ads test ($100-150/month)
• Optimize Google Ads: pause underperforming keywords, increase bids on winners

Email:

• Continue weekly newsletters
• Create and publish lead magnet 2: "Billing Automation ROI Calculator"
• Set up Post-Demo Follow-Up sequence (4 emails)

Partnerships:

• Follow up with non-responders from first batch
• Schedule intro calls with interested parties
• Send second batch of outreach (15 targets)

Month 1 Review:

• Full metrics review against targets
• Budget reallocation if needed
• Content performance analysis
• Adjust strategy based on data

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Weeks 7-8: Authority & Activation

SEO & Content:

• Publish blog post 6: "How to Cut Documentation Time in Half Without Sacrificing Quality"
• Publish blog post 7: "TherapyNotes vs WithinEHR: Honest Comparison for Group Practices"

YouTube:

• Record and publish: "SimplePractice vs WithinEHR: Honest Comparison for Groups"
• Record and publish: "How to Reduce Charting Time as a Therapist"
• Create 4 YouTube Shorts

Social Media:

• Continue daily engagement routine
• Launch a LinkedIn poll (engagement booster)

Paid Ads:

• LinkedIn Ads decision: continue or pause based on CPA
• Launch Google Ads Campaign 3: High-Intent ($100/month)
• A/B test ad copy on best-performing campaigns

Email:

• Continue weekly newsletters
• Segment list: engaged vs disengaged subscribers
• Send re-engagement email to cold subscribers

Partnerships:

• Onboard first affiliate partners (set up links, provide materials)
• Begin content collaboration with first partner
• Plan first co-hosted webinar for weeks 11-12

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Weeks 9-10: Scaling & Partnerships

SEO & Content:

• Publish blog post 8: "Why Your Insurance Claims Keep Getting Denied (And How to Fix It)"
• Publish blog post 9: "The Complete Guide to Scaling from Solo to Group Practice"

YouTube:

• Record and publish: "Setting Up Your Group Practice in WithinEHR"
• Record and publish: "Mental Health Insurance Billing: Complete Guide"
• Create 4 YouTube Shorts

Social Media:

• Continue daily engagement routine
• Cross-promote webinar across all channels

Paid Ads:

• Scale budget to best-performing Google Ads campaigns
• Test new retargeting creative on Facebook/Instagram

Email:

• Continue weekly newsletters
• Create and publish lead magnet 3: "Solo-to-Group Practice Transition Guide"
• Promote webinar to email list

Partnerships:

• Finalize first co-hosted webinar logistics
• Begin micro-influencer outreach (Tier 3)
• Send third outreach batch (remaining 15 targets)
• Launch customer referral program

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Weeks 11-12: Review & Scale

SEO & Content:

• Publish blog post 10: "How to Automate Insurance Billing for Your Therapy Practice"
• Publish blog post 11: "HIPAA Compliance Checklist for Group Therapy Practices"

YouTube:

• Record and publish: "TherapyNotes vs WithinEHR for Group Practices"
• Record and publish: "Telehealth Setup in WithinEHR"
• Create 4 YouTube Shorts

Social Media:

• Continue daily engagement routine
• Share webinar recordings and clips

Paid Ads:

• Full 90-day paid ads review
• Determine Q2 paid budget allocation
• Pause underperforming campaigns, scale winners

Email:

• Continue weekly newsletters
• Full email performance review
• Plan Q2 lead magnets and sequences

Partnerships:

• Host first co-hosted webinar
• Review partnership performance metrics
• Plan Month 4 partnership expansion

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Week 13: 90-Day Review & Q2 Planning

Full review:

• Compile all channel metrics against targets
• Identify top 3 performing channels (by demos generated per dollar/hour)
• Identify bottom-performing channels
• Calculate overall CAC and pipeline value

Budget reallocation:

• Increase budget on top 2 channels
• Decrease or pause bottom performers
• Set Q2 budget and targets

Strategic adjustments:

• Publish blog posts 11-12 (final month 3 posts)
• Update content calendar for Q2
• Document all learnings and process improvements
• Set Q2 OKRs

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Section 6: Risk Mitigation

HIPAA Considerations in Marketing

Marketing for a HIPAA-covered entity requires careful attention to compliance.

Mandatory Rules:

• Never use real patient data in any marketing material, screenshot, demo, or case study
• All product screenshots must use demo/sample data with clearly fictional patient names
• No patient testimonials without explicit, documented authorization (avoid entirely in early stages)
• Privacy policy must be displayed on every page with a form that collects information
• Email compliance: Include physical address, unsubscribe link, honor opt-outs within 10 business days (CAN-SPAM + HIPAA)
• No tracking pixels in patient-facing communications -- only use in marketing emails to prospects
• Demo environments must be clearly separate from production
• Social media: Never respond to comments in a way that could confirm someone is a client
• Testimonials from practice owners (about the product, not about patients) are fine

Content Review Checklist:

• No real patient names, dates of birth, or identifying information
• Screenshots use demo data only
• No claims about specific patient outcomes
• Clinical claims supported by evidence or hedged appropriately
• Privacy policy link included on all landing pages
• Unsubscribe mechanism in all emails
• Forms include data handling disclosure

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Competitive Response Playbook

Scenario 1: Competitor Launches AI Features

Trigger: SimplePractice, TherapyNotes, or similar launches AI documentation features.

Response (within 48 hours):

1. Publish comparison blog post: "SimplePractice's New AI Notes vs WithinEHR: What's Different"
2. Create social media content highlighting WithinEHR's deeper AI integration
3. Update comparison pages with latest feature comparisons
4. Email warm/hot leads with differentiation messaging
5. Emphasize: "We're AI-native, not AI-bolted-on" -- depth of integration matters

Long-term response:

• Accelerate AI feature roadmap to maintain advantage
• Collect and publish user testimonials about AI quality
• Create head-to-head comparison video

Scenario 2: Competitor Drops Prices

Trigger: A competitor significantly reduces pricing or introduces a "group practice" tier.

Response:

1. Do NOT engage in a price war
2. Emphasize total cost of ownership: "SimplePractice + Zoom + billing tool = more than WithinEHR"
3. Create ROI content: "The True Cost of Running a Group Practice on [Competitor]"
4. Highlight switching costs they're imposing on existing users (instability signal)
5. Position on value: "You're not buying software, you're buying hours back"

Scenario 3: Negative Reviews Appear

Trigger: Negative review on G2, Capterra, Google, or social media.

Response (within 24 hours):

1. Respond publicly, professionally, and empathetically
2. Acknowledge the issue, describe the fix or investigation
3. Take the conversation to private channel (email/phone)
4. Follow up publicly when resolved: "We've addressed this -- here's what we did"
5. Never argue, never be defensive, never ignore

Proactive measures:

• Request reviews from happy customers at 30/60/90 day marks
• Monitor review sites weekly (set up Google Alerts)
• Build a review buffer: always have more positive reviews than negative

Scenario 4: Competitor Targets Your Niche

Trigger: A competitor explicitly starts targeting "group practices" or "AI for therapy notes."

Response:

1. Double down on content in that niche (increase publishing frequency)
2. Accelerate partnership outreach to lock in key relationships
3. Increase Google Ads bids on contested keywords
4. Publish deeper, more specific content (they'll be surface-level at first)
5. Leverage first-mover advantage: customer stories, deeper product integration

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Failure Mode Responses

Content Not Ranking (Organic traffic below targets)

Diagnosis: Check Google Search Console for indexing issues, keyword difficulty, content quality.

Response:

1. Pivot to longer-tail keywords with lower competition
2. Increase content length and depth on underperforming posts
3. Build internal links between related content
4. Increase YouTube investment (YouTube SEO is less competitive)
5. Guest post on therapy practice blogs for backlinks (months 4-6)
6. Consider hiring a freelance SEO writer ($100-200/article)

Low Demo Signups Despite Traffic

Diagnosis: Traffic is coming but not converting. Check landing page, CTA, demo form.

Response:

1. A/B test different CTAs ("Book a Demo" vs "See It In Action" vs "Start Free Trial")
2. Add exit-intent popup on high-traffic pages
3. Test different lead magnets to find the highest-converting offer
4. Simplify demo request form (name, email, practice size -- nothing more)
5. Add social proof (testimonials, review snippets) near CTA buttons
6. Test video CTA (embedded demo video on landing page)

High CPA on Paid Ads

Diagnosis: Cost per acquisition exceeds targets consistently.

Response:

1. Narrow targeting: remove broad match keywords, tighten audiences
2. Improve ad quality scores (CTR, landing page relevance)
3. Shift budget from paid to organic (more content, more social, more partnerships)
4. Test different landing pages for ad traffic
5. Pause lowest-performing campaigns and reallocate to organic content
6. Focus paid budget exclusively on competitor keywords (highest intent)

Content Burnout (Cannot maintain publishing cadence)

Diagnosis: Founder/team cannot sustain 4 articles + 4 videos + daily social per month.

Response:

1. Batch content creation: dedicate 2 full days/month to recording and writing
2. Hire freelance writer for blog posts ($100-200/article on Upwork)
3. Reduce cadence temporarily: 2 articles + 2 videos + 3x social per month
4. Lean harder on repurposing (every piece of content = 5-10 derivatives)
5. Use AI tools for first drafts (but always edit for accuracy and tone)
6. Prioritize channels by performance -- cut the lowest performer

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Quick Wins (First 30 Days)

These are low-effort, high-impact actions to set up immediately:

1. Google Search Console: Submit sitemap, monitor indexing, check for errors
2. Google Business Profile: Create listing for the business (even if SaaS, it helps local SEO and credibility)
3. Free directory listings:
   • Capterra (free listing)
   • G2 (free listing)
   • GetApp (free listing)
   • SoftwareAdvice (free listing)
   • AlternativeTo (free listing)
4. Product Hunt launch: Schedule a launch for early traffic and backlinks
5. Google Alerts: Set up alerts for:
   • "SimplePractice" + "alternative"
   • "TherapyNotes" + "alternative"
   • "mental health EHR"
   • "group practice software"
   • "WithinEHR"
6. HARO (Help a Reporter Out): Sign up for daily emails, respond to relevant mental health tech queries for backlinks
7. Crunchbase profile: Create a free company profile for SEO and credibility
8. LinkedIn personal profile optimization: Founder's profile should mention WithinEHR, group practice expertise

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Section 7: Beyond 90 Days -- Scaling Framework

Months 4-6: Channel Optimization

Content & SEO:

• Scale to 6-8 articles/month (with freelance support)
• Begin guest posting for backlinks: target therapy practice blogs, mental health publications
• Publish first 1-2 case studies (from early customers)
• Create a pillar content page for each of the 5 content pillars
• Target more competitive keywords as domain authority grows

Email:

• Grow list to 500+ subscribers
• Implement advanced segmentation: by practice size, role, engagement level
• Launch a "group practice tips" email course (5-part drip)
• Test webinar-to-email conversion funnel

Paid:

• Scale Google Ads budget on proven campaigns
• Test Google Display remarketing
• Explore podcast advertising (therapy business podcasts)

YouTube:

• Scale to 4-6 videos/month
• Begin interviewing customers and partners on camera
• Create a "Day in the Life: WithinEHR" series
• Optimize based on 3 months of data

Partnerships:

• 15-20 active partners
• First podcast guesting appearances (therapy business podcasts)
• First conference speaking submission (ACA, NASW)
• Launch partner newsletter (monthly)

Social:

• LinkedIn: 1,000+ followers
• Instagram: 500+ followers
• Begin engaging with larger therapy business influencers

Months 7-12: Community & Authority

Community Building:

• Launch private community (Slack or Discord) for practice owners
• Position community as "The Group Practice Owners Community powered by WithinEHR"
• Host monthly virtual roundtables
• Build community-generated content and discussions

Review & Social Proof:

• Target 100+ reviews across G2, Capterra, Google
• Create video testimonials from 5-10 customers
• Build a "wall of love" page on the website
• Pursue industry awards (EHR rankings, therapy tech awards)

Content & Thought Leadership:

• Publish first industry report: "State of Group Practice Technology 2026"
• Launch a podcast: "The Group Practice Pod"
• Secure 3-5 guest posts per month on external sites
• Begin contributing to industry publications

Ambassador Program:

• Convert top customers into ambassadors
• Provide exclusive access, swag, and affiliate commissions
• Feature ambassadors in content and events

Conference & Events:

• Sponsor 1-2 state-level therapy conferences
• Submit speaking proposals for ACA, NASW, AAMFT conferences
• Host a virtual mini-summit (half-day, 3-4 speakers)

12+ Months: Market Leadership

Original Research:

• Annual "State of Mental Health Practice Technology" report
• Survey 500+ practice owners for industry benchmarks
• Publish findings in blog, social, and seek press coverage

Events:

• Host annual virtual summit for group practice owners
• Speak at 3-5 industry conferences per year
• Host regional meetups in major metro areas

Thought Leadership:

• Founder regular column in industry publication
• Monthly opinion pieces on LinkedIn
• Build a personal brand as "the group practice technology expert"

Strategic:

• Evaluate international expansion (UK, Canada, Australia)
• Consider productized services (implementation consulting, billing optimization)
• Explore strategic partnerships with insurance companies or therapy networks
• Begin targeting practices with 10-25 providers (expand ICP upward)

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Appendix: File Reference

File	Location	Purpose
Email Sequences	templates/email-sequences/	Full email copy for all 3 automated sequences
Social Media Templates	templates/social-media/	Post templates and content calendar format
Outreach Templates	templates/outreach/	Partnership outreach email templates
Ad Copy	templates/ad-copy/	Google Ads and Facebook ad copy variations
SEO Checklist	checklists/seo-checklist.md	Per-article SEO checklist
Weekly Execution	checklists/weekly-execution.md	Weekly task checklist
Launch Checklist	checklists/launch-checklist.md	Pre-launch setup checklist
Content Calendar	content-calendar/90-day-calendar.md	Complete 90-day content calendar
Keyword Research	keyword-research/target-keywords.md	Full keyword list with priorities

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This document is a living playbook. Review and update monthly based on actual performance data.