The Boxgrove Clinic
Cold Lava
The Boxgrove Clinic
Engagement Document · The Boxgrove Clinic

Acalmer,moreprofitableBoxgrove.

What we heard from you, where your time is going, and the shape of an engagement that gives you most of your week back, with room utilisation as the dividend.

EngagementPhased · three stages
North StarRoom utilisation
ApproachAI agents · unified platform
Prepared forThe Boxgrove Clinic
00Contents · The Diary

The diary · the document, by section.

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BOXGROVE · CLINIC DIARY · COLD LAVA30·05·2026

Click any row to jump. The full document is one continuous read; the diary exists for navigation, not as a substitute for the narrative.

000Context

Executive Summary

Three minutes of reading time. What we heard, what we'd build, and why we think it'll move the right number.

The Boxgrove Clinic delivers around 275 patient touchpoints a week (150 one-to-one appointments and 125 class attendances) across 20 practitioners and seven disciplines. The commercial side of all of it (marketing, comms, accounting, HR, reception, scheduling, insurance) runs through three desks. Each one wears five or six hats on a given day.

The biggest time sinks are the same ones every multi-disciplinary clinic of this size hits: extracting data from disparate intake forms, chasing insurance patients for details and insurers for payment, and the constant drumbeat of HR. The biggest unmet opportunity is communication (review harvesting, lapsed-patient win-backs, consultant nurture) provided every message keeps the clinic's tone of voice.

We'd propose a three-phase shape, with the website as an aligned adjacent piece. Phase 1 focuses on fast, visible wins: intake automation, a management-information dashboard, a first messaging agent, one-tap patient payments. Phase 2 extends a messaging agent suite, written in your tone of voice, across the full patient lifecycle. Phase 3 unifies TM3 and Mailchimp into a single platform that supports doubling the clinic at this site, a future membership scheme, and an eventual second location. Order and emphasis get set together in the next call. The shape is a recommendation, not a contract.

§

Built bespoke for Boxgrove. Owned by The Boxgrove Clinic on handover.

The dividend we're aiming at
Room utilisation is the named metric. “If all rooms and studios are used by brilliant therapists delivering the best care, the business could be circa twice the size.” Every workstream in this document ladders up to that number.
001From the discovery questionnaire

What We Heard

The picture in numbers, distilled from your answers across the five sections of the discovery questionnaire. Verbatim where it matters.

01Scale
150
1:1 appointments / week
125
Class attendances / week
20
Practitioners across 7 disciplines
3
Commercial team · Drew, Liney, Jade
02How the workload splits
  • LineyClinical oversight · supplier admin · banking · HR · reception · scheduling
  • DrewMarketing · communications · accounting · MI · HR · reception · scheduling
  • JadeReception · scheduling · insurance

Both directors are wearing five to six hats. Practitioners are hands-on (they run their own diary and notes) but every commercial function sits on one of three desks.

03Current stack
  • Practice managementto retire
    TM3 · diary, billing, clinical notes, insurance, reporting
  • Finance
    Xero · accountant-handled payroll
  • Marketing
    WordPress · Mailchimp · Canva · Photoshop · Hubspot (paid, parked)
  • AI (already paid)
    ChatGPT · Claude · MidJourney · Grok
  • Comms / social
    MS Teams · Instagram · Facebook · YouTube · LinkedIn · Google
04Tools you've named to retire
TM3Mailchimp
05Lives in spreadsheets · WhatsApp · heads
  • · Management information: revenues, cashflow
  • · Marketing planning
  • · HR management
002The friction triad

Where The Time Goes

The three weekly time sinks you named in discovery, and the manual work hiding underneath each one. The territory the engagement is built around.

01FRICTION

Patient intake & insurance

One form, five jobs stacked together.

The registration form isn't really one thing. It's five jobs stacked into one: capturing personal details, capturing insurance auth (membership number, code, excess), mapping the referring consultant and which hospital they're working out of, capturing inquiry source and clinical context for marketing tagging, then chasing down whatever didn't come through cleanly the first time.

The fifth is the actual heavy lift. A consultant might be at Spire one day and Nuffield the next. Their secretary holds the missing piece. The patient won't volunteer it. You end up unpicking the referral chain manually for half the new registrations that come through.

And insurance isn't just an admin tax. Insurers pay less than your open-market rates, generate roughly five times the admin per patient, refuse to cover DNAs and cancellations, and push the responsibility for excesses onto you. When a patient won't pay the excess, you write it off. The debtor workstream in Phase 1 is built around protecting that cash, not just saving Jade time.

“Extracting data from disparate forms.”
Discovery Q11 · the most purely manual chunk
02FRICTION

Communication, kept personal

The biggest single win. Handled wrong, also the biggest risk.

The gaps you flagged: no efficient way to harvest reviews; the existing patient database isn't being kept warm; lapsed and dropped patients aren't being re-engaged; and strategic partners (the consultant referral network) aren't being nurtured either.

Comms is the one task you'd hand over tomorrow. With one non-negotiable.

“I do not want to lose personal tone of voice and individualised approach that is so important to our culture.”
Discovery Q13
03FRICTION

HR

Named third in the time triad, but under-described.

HR sat alongside insurance and form-handling in the top three weekly drains, but the questionnaire didn't have room to unpack it.

That could mean recruitment, performance management, rotas, grievances, or all four. We'll need to size this together before deciding whether HR sits inside the engagement or stays out of scope.

“HR related issues.”
Discovery Q10 · verbatim
003What good would look like

The Dream, In Your Words

You didn't pick between options when we asked. You selected all three: unified system, dashboard over what's there, and AI agents on specific tasks. So that's what we'll plan for.

One unified system that replaces TM3 + your other tools. A dashboard that pulls everything into one view without ripping anything out. AI agents on specific tasks (review chasing, no-show follow-ups, marketing posts).
Discovery Q14 · verbatim

The three options in the discovery questionnaire weren't mutually exclusive on purpose. We wanted to see which way the clinic would lean. You leant towards all three. That's an ambitious answer, but a coherent one: the unified platform is the destination, the dashboard is the layer that makes it useful while we get there, and the agents are the workforce that runs on top.

The other line, almost at the end of the questionnaire, is the one we keep coming back to. It's the line that decides what to build first and what tone to write it in.

Six months out, in your words
01

“Improved patient care through more strategic triaging of patient pathways and greater collaboration in the team for better outcomes.”

02

“Growth in revenue through better client retention.”

03

“Increased throughput of new clients and patients.”

And the closing note

“Happy to meet to talk through in more detail. This is a great fact finding exercise but likely misses nuance. Part of my issue is that I am not entirely familiar with the potential...I just know it is there.”

Discovery Q20
004The metric everything ladders up to

The North Star · Room Utilisation

When we asked what good would look like in a year or two, you reached for a single number. Every workstream in this engagement is measured against it.

North Star
2×
The size the business could be at this site, with every room and studio used by brilliant therapists delivering the best care.
Source · Discovery Q16

“If we have all rooms and studios being used by brilliant therapists delivering the best care, the business could be circa twice the size.”

How each workstream ladders up
  • →
    Faster, cleaner intakeMore appointments converted from enquiry. Higher first-visit rate.
  • →
    Messaging in your toneBetter re-booking, lapsed-patient win-back, consultant referrals warmed up, and missed calls caught before they walk.
  • →
    Live management infoRoom-by-room utilisation visible weekly. Gaps spotted before they cost a month of billable hours.
  • →
    Insurance debtor automationCash collected faster, less of the team's time tied up in chasing.
  • →
    Unified platformThe substrate that supports a membership scheme and an eventual second site without rebuilding.
The dividend, in plain language
Every hour you get back, every patient who stays engaged, every cancellation that gets backfilled. They all show up as one number on the dashboard. The whole document is about getting that number to move.
005Three phases, one direction of travel

The Shape We'd Propose

A phased engagement rather than a single big swing. Each phase ships value on its own. If priorities change between phases, we re-cut the plan.

Boxgrove · Course of treatmentPHASE 01
Treatment

Foundations & first visible wins

Fast, tangible shifts in the first six weeks. The day‑to‑day starts feeling lighter.

Duration
Weeks 1 → ~6
Sessions
4 workstreams
Treatment plan
  • ·Intake form replacement with structured data extraction
  • ·Management-information dashboard: revenue, cashflow, room utilisation
  • ·First messaging agent: missed-call text-back (or review harvest, your call)
  • ·One-tap patient payments: Apple Pay, Google Pay, card
Expected outcome

Manual extraction hours back; live room metrics on a wall; first agent in production.

§
06
§006
Boxgrove · Course of treatmentPHASE 02
Treatment

Messaging across the patient lifecycle

The full comms layer, written in your tone, with you in the loop.

Duration
Weeks ~6 → ~14
Sessions
3 workstreams
Treatment plan
  • ·Review chasing · no-show follow-ups · lapsed win-backs · consultant nurture
  • ·Tone-of-voice training + human sign-off rails (written only, no phone bots)
  • ·Insurance debtor automation: patient-side and insurer-side, dual-track
Expected outcome

The messaging layer you described, running in the background, in your words.

§
07
§007
Boxgrove · Course of treatmentPHASE 03
Treatment

The platform underneath it all

The bigger swing. TM3 and Mailchimp retired into one platform.

Duration
Weeks ~14 → onward
Sessions
3 workstreams
Treatment plan
  • ·TM3 replacement (or wrap, depending on lock-in terms)
  • ·Mailchimp replaced by owned email infrastructure
  • ·Membership-scheme substrate · multi-site readiness
Expected outcome

One platform that grows with the clinic. Ready for a second site when you are.

§
08
§008

The phases are a recommended shape, not a contract. The actual order, scope, and pace are set with you in the next call and re-confirmed every month in the working sessions.

The investment sits in §005c, not per-phase. You commit to fifteen thousand up front and three thousand a month after; we commit to whatever priorities you and Liney set. Phases are how we think about the work; they are not how we bill it.

Decision points
  • Next call: priorities for the first twelve weeks of work
  • Each working session: confirm what the month's hours go to
  • Month six: review the impact, decide what comes next
005bBespoke from the ground up. Yours on handover.

Owned by The Boxgrove Clinic

Built once, for you. The code, the data, the credentials all transfer on handover. The retainer pays for our hands on the wheel, not for access to what you already own.

The risk with any third-party booking platform isn't just integration. It's that the platform holds your patient data and can change what it does with that data at any time. If a booking provider decided tomorrow that the more valuable business was selling marketing access to those patients to other clinics in the area, you'd have no way to stop them. Owning the platform outright is the only durable answer.

There's a second cost that doesn't show up on an invoice. When a patient clicks “book” on theboxgrove.co.uk today, they're bounced over to TM3's domain to complete the booking. Google sees that bounce. The engagement signal, the time-on-page, the conversion event, all of it accrues to TM3, not Boxgrove. Search rank takes a quiet hit every time, and the new patients you'd otherwise win from Google find a competitor first. An on-site booking flow keeps the engagement where it belongs and lifts the SEO line at the same time.

Every clinic operates differently. Different hours, disciplines, insurance mix, comms style, waiting-list rhythms. The system we'd build for Boxgrove starts from how Boxgrove actually works, not a template bent into shape.

Built once, for you. The same code wouldn't run another clinic without being rebuilt against how that clinic operates.

On handover, the code, the data, the infrastructure and the credentials all transfer to The Boxgrove Clinic. You own the IP. Every line of code, every patient record, every credential is yours. It's an asset on your balance sheet, not a licence fee on the P&L.

The ongoing retainer in §005c pays for our hands on the wheel: improvements, new agents, refinements, fixes. It is not a fee for access to what you already own.

005cThe investment, and the time it gives back

What's Your Time Worth?

Two numbers, what each one buys, how we work, and a calculator that puts a figure on the hours that come back. Nudge the slider and watch the picture form.

UPFRONTOne-off · 12-week build
£15,000

One hundred and fifty hours of senior development.

Delivered over twelve weeks at our retainer rate of £100 per hour. Spent across whatever priorities you and Liney set in the next call: the Phase 1 workstreams in §006, the first Phase 2 agents in §007, or early Phase 3 groundwork in §008. The shape in this document is our read after two conversations and a discovery questionnaire; the specifics belong to you. The hours go where Boxgrove says they go.

MONTHLYPer month · ongoing
£3,000

Thirty hours of senior development. Everything else included.

The hours go to whatever you and Liney set as the month's priority: more agents from the suite, website work, email infrastructure, automations from the working sessions, work toward the unified platform. All API costs (LLM calls, SMS, email sends) and all hosting are included. Nothing on top of the £3,000. And once the unification work retires TM3 and Mailchimp, the software spend those licences sit on goes away too. The net cost of the retainer falls accordingly.

§The team behind it

The people who do the audit are the people who build it.

Jacob · Co-founder, Managing Director
Jacob
Co-founder, Managing Director

“I run the business.”

Donna · Director, Strategic Consultant
Donna
Director, Strategic Consultant

“I shape the strategy.”

Oliver · Co-founder, Chief Technology Officer
Oliver
Co-founder, Chief Technology Officer

“I architect the systems.”

What the 30 hours can be spent on
  • →
    More agents from the suiteReview harvester, lapsed-patient win-back, consultant nurture, insurance debtor, re-book prompts. Built and shipped one at a time, in the order you prioritise them.
  • →
    Website workThe Adjacent · The Website pitch in §008c either ships in parallel or starts incrementally from the retainer, depending on appetite.
  • →
    Email infrastructureMailchimp replacement, sequence automation, the one-to-one cadence Drew described built around the existing patient database.
  • →
    New automations on demandThings that come up in the weekly working sessions: a request to chase X automatically, a report you want in your inbox on Monday, a tweak to the intake form's tagging logic.
  • →
    The unified platformRetires TM3 and Mailchimp. Built incrementally from the retainer so you're never staring at a single big bill for it.
  • →
    Strategic consultancy and AI stewardshipTime spent teaching the team how the systems work, planning the next move with Donna's business-consultancy lens, and keeping the platform current as AI evolves. New models, new agent capabilities, new tools every quarter; we watch the landscape so you don't have to. If at some point you wanted to step out of the retainer and run it yourselves, knowing how it all works comes with the territory.
§Run the numbers

What the hours back are worth.

Set your hourly value, nudge the hours per workstream. The monthly and annual figures update as you go.

006Foundations & first visible winsPHASE 1

Phase 1 · Fast Wins

Weeks 1 to roughly 6. Four workstreams in parallel. Each ships on its own, each gives the clinic something concrete to point at within the first month.

01WORKSTREAM

Intake · the non-obvious follow-up

The form already captures the obvious. What this workstream targets is job five: the non-obvious follow-up. Insurance auth that didn't quite come through. The consultant whose secretary holds the hospital mapping. The clinical context that needs a tag so a future targeted campaign can find them. We do the obvious capture properly the first time (jobs one to four) and put the non-obvious chasing on autopilot, so the new-patient registration stops sitting on your desk.

What ships
  • ·Branded intake form (web + tablet at reception)
  • ·Structured record with insurance, consultant + hospital, marketing tags
  • ·Auto-chase for missing fields (patient + consultant secretary)
  • ·Auto-routing to TM3 + Xero, insurance-cover pre-check
02WORKSTREAM

MI dashboard · restored, owned by you

You used to have this. TM3 stripped the financial KPIs out of the dashboard when they relaunched roughly nine months ago, and your read is that they'll reintroduce it eventually at a price. This workstream puts revenue, new patients, debtor ageing and room utilisation back on one screen, owned by you, with nothing holding it hostage. The data already exists; it just lives in five places. We bring it together and put it on a wall.

What ships
  • ·Live revenue + cashflow view (Xero + TM3)
  • ·Room utilisation by day / by week / by practitioner
  • ·Debtor ageing: total, insurance, private
  • ·Weekly digest emailed every Monday
03WORKSTREAM

First messaging agent · missed-call text-back

One agent, in production, doing one job. Written in the clinic's tone of voice, never a synthetic phone voice. We'd start with missed-call text-back: a missed call is a lost enquiry, so the moment one isn't answered the caller gets a warm text offering to book them in. Alternatives if you'd rather lead elsewhere: review harvesting (Discovery Q12, `I don't have an efficient process to harvest reviews`) or lapsed-patient win-back.

What ships
  • ·Missed-call detection → instant text-back
  • ·Tone profile from existing written comms
  • ·Drafts → you approve → agent sends
  • ·Foundation reused by every Phase 2 agent
See it in action
04WORKSTREAM

One-tap patient payments

TM3's current payment flow asks the patient to copy a URL out of an SMS, paste it into a browser, and pay there. No Apple Pay, no Google Pay, no wallet shortcut. We replace it with a tap-to-pay link that opens straight into the patient's wallet of choice. Cleaner customer journey, fewer abandoned payments. A small piece of Phase 1, not a major workstream.

What ships
  • ·Apple Pay · Google Pay · card, mobile-first checkout
  • ·Tap-to-pay SMS + email links (no copy-paste)
  • ·Auto-receipts + Xero reconciliation
  • ·Payment status visible on the MI dashboard
Why these four, in this order
Intake unblocks data quality for everything else. The MI dashboard makes the work visible. The first messaging agent earns the right to build the rest of the suite in Phase 2. And one-tap payments close the loop on the cashflow side: fewer abandoned links, less debtor chasing, less of the team's week tied up in it. None of the four depends on the others completing. They ship as they finish.
007The agent suite, around the constraintPHASE 2

Phase 2 · Messaging In Your Voice

The shape you described is the one to build for: little and often, one-to-one, bespoke. Not a big sporadic dump to the whole database. The full patient-lifecycle messaging layer, written in your tone, never spoken by a machine, built around the line we treat as non-negotiable.

The design problem

How does a clinic the size of Boxgrove nudge the right patient at the right time, one to one, without it sounding like a clinic the size of Boxgrove sent it? The missed-call follow-up, the lapsed-patient win-back, the consultant nurture: each agent is built to send less, more relevantly, more often.

What this is not

Not an AI on the phone. Every message here is written. SMS (WhatsApp where it lands, plain text where it doesn't), email, the occasional letter. No synthetic phone voice, no automated call handling. The personal touch is the strongest part of Boxgrove's character today, and the agents are built to bolster it, not replace it. “In your voice” means it reads like one of you wrote it, not that a robot speaks it.

MCB · Live demo
Tap any option to walk a path

Missed-call text-back, working it out in your tone.

The reference build for the messaging suite. Same tone profile, same approval rails, same messaging infrastructure used by every agent that follows. Embedded here so you can see the behaviour rather than read about it. Real branching, real handoffs, the same conversation patterns the clinic handles today over voicemail and callback tag.

INS · Live demo
Press play to watch one claim, both ways

Insurance claim, end-to-end. Today against the agent, side by side.

Same patient, same insurer, same treatment. One path runs the current process: reception codes the claim, submits it, chases it twice, gets paid on Day 47. The other runs the agent: coded on the clinical note, submitted on Day 0, paid on Day 28. Watch the two tracks fill in parallel.

WIN · Live demo
Press play to read a draft

Lapsed-patient win-back, drafted in your voice.

The agent reads the patient's record, finds the relevant moment, and drafts a message the clinic would write. You approve, edit, or skip. Nothing goes out without that beat in the middle.

The rest of the suite
REVAGENT
Review harvester

Asks for a review at the right moment after the right kind of visit. Routes to Google by default.

DNSAGENT
No-show follow-up

Re-engages the patient who didn't make it. Soft re-book, never punitive.

CONAGENT
Consultant nurture

Keeps the consultant referral network warm with case-update letters, thank-yous, and occasional check-ins.

RBKAGENT
Re-book prompts

Catches the natural re-book moment for each treatment pathway. Practitioner can override or veto.

The tone rails
  1. 01
    Tone capture
    A corpus of your existing written comms. Tone, sentence length, vocabulary, the things you'd never say.
  2. 02
    Per-agent prompting
    Each agent inherits the tone profile plus its own brief. Different agents, same person behind them.
  3. 03
    Human in the loop, by default
    Every agent's outbound message can be reviewed before send. As trust builds, specific agents earn auto-send.
  4. 04
    Escalation rules
    The agent knows when to stop drafting and put the message in a human's queue. Confusion, complaint, anything sensitive.
Read the constraint as a feature
Keeping every message in your tone is the reason the agent suite is worth more than off-the-shelf email automation. Anyone can send a message. Almost nobody can send one that sounds like the clinic.
008The platform underneath it allPHASE 3

Phase 3 · Unification

The bigger swing. Three tools you've named to retire, replaced by a single platform that supports doubling the business and an eventual second site.

TM3retiring
Practice management

The system of record today: diary, clinical notes, billing, insurance, reporting. Replaced or wrapped depending on contract terms and clinical-team appetite.

Replaced by
Cold Lava platform
MCretiring
Email infrastructure

Mailchimp's role moves to owned infrastructure. Same deliverability, full control over data, no separate subscription, integrates with the messaging agents from Phase 2.

Replaced by
Owned email layer
What the platform unlocks
  • →
    Software bill, claimed backYou're spending £1,500+ a month today on TM3 and Mailchimp licences. Phase 3 retires both, so that line item retires with them. Read another way: the £3,000/month retainer lands closer to £1,500/month net cost once Phase 3 ships.
  • →
    Membership schemeYou mentioned an appetite for a membership tier for loyal patients. The unified platform is the substrate that makes a membership offer trivial to launch (pricing, benefits, billing, comms) without bolting on yet another tool.
  • →
    Multi-site readinessSame platform serves one room or twenty. When the time comes to open a second site, the data model and operations layer come with you. No second TM3 contract, no second migration.
  • →
    One report to readThe MI dashboard from Phase 1 grows up. Single source of truth for revenue, utilisation, retention, and the agents' performance, across both sites if there are two.
  • →
    Clinical team continuityPractitioners are hands-on with software today. Phase 3 protects that. The move is invisible to the diary, notes, and treatment workflows, while everything around them gets quieter.
The hardest question, first
TM3's contract terms, notice period, and data-export posture decide whether Phase 3 is a replacement or a wrapper. We answer that in the call, not in this document.
And the second one
Membership and multi-site aren't in scope to build in Phase 3. The work is to make sure we don't accidentally close the door on either of them.
008bPhase 2 / 3 candidates · credit where credit's due

Ideas From The Call

Two ideas that came up while we were walking through this together. Neither is in scope for Phase 1. Both are worth picking up in the next conversation.

01PHASE 2 / 3
Your idea

Patient walkthroughs

You said the walkthrough format we used to present this proposal reminded you of how you'd like to communicate complex ideas to patients. What to expect on a first visit. How a course of physiotherapy unfolds. How rehab progresses week by week.

Interactive, branching, written in Boxgrove's voice. Much easier to absorb than a dry PDF or a paragraph buried on the website. Not in scope for Phase 1, but it's a strong Phase 2 or 3 candidate, and credit to you for spotting it inside our own sales artefact.

02PHASE 2 / 3
Your idea

WIBI nudge layer

WIBI currently sends a static PDF of the exercise prescription and waits for the next review to find out whether the patient actually did anything with it. A nudge layer on top closes that loop: a gentle reminder to a patient who hasn't logged any activity this week, written in the voice of the prescribing physio, as if they'd sent it themselves.

You called this one “amazing” on the call. It sits naturally alongside the Phase 2 messaging agents and shares the same tone profile and approval rails. Phase 2 or 3 candidate, depending on what WIBI's API will let us do.

We'll keep a running list as more come up. Things that genuinely fit Phase 1 we'll fold into the proposal. Things that belong later stay on this list and get re-quoted at the right time. The point of flagging them now is to make sure they don't get forgotten.

008cAn aligned opportunity

Adjacent · The Website

The public site is the front door to everything else in this document. The easiest patient is the one who finds you, books, and is convinced before they ever pick up the phone. The site, the booking flow, the intake form, the payments, the messaging in your voice: all on the same platform, all carrying the same brand, all surfacing in the same dashboard.

What we observed

The current site looks to be on WordPress (the image paths and stack signature give it away). We'd want to confirm in the call, and understand what's working, what isn't, who currently maintains it, and what's in the analytics. The answer changes the scope from a tidy migration to a ground-up rebuild.

Why we'd push to rebuild rather than refresh
ONEBENEFIT

One platform, end-to-end

The site, the booking flow, the patient portal, the payment links, the messaging agents from Phase 1 and 2: all on the same platform. No webhooks to maintain between WordPress and TM3 and Mailchimp and three other plugins. The booking flow on the site is the same one running on the dashboard the directors look at on Monday morning. And a site-level enquiry assistant, in your tone, picking up where the messaging agents leave off. Visitors get answers about services, availability, and insurance without having to call.

SEOBENEFIT

Search foundations done properly

Schema.org structured data (MedicalBusiness, Physiotherapist, Service, Review, FAQPage) laid in at the markup level, not bolted on with a plugin. Semantic HTML that search engines (and the new AI-search crawlers) actually understand. Per-treatment landing pages that rank for the queries patients are typing: `shockwave therapy Guildford`, `pelvic health physio near me`, `running gait analysis`.

LCPBENEFIT

Core Web Vitals you can show off

Google ranks faster pages higher. A custom build ships sub-second largest-contentful-paint on mobile; the average WordPress site with a typical plugin stack lands somewhere between three and six seconds. That gap is the difference between page 1 and page 2 for any moderately competitive query.

LOWBENEFIT

Lower maintenance, lower attack surface

A typical WordPress install runs 15–25 plugins, each one a security update, a compatibility risk, and a monthly subscription. A custom build trims that to zero. No 3am WAF alerts, no plugin merry-go-round, no `sorry, the booking page is down because an update broke it`.

How it fits the engagement
  • →
    Ships in parallel to Phase 1The website is largely independent of the practice-management work. Design, content, build, and launch happen alongside intake and the MI dashboard rather than waiting in a queue.
  • →
    Or sits as an extension to Phase 3If appetite is to stabilise the operational side first, the site can hang back and become the front door for the unified platform when it lands. Same outcome, different sequencing.
  • →
    Multi-site and membership readyThe same content architecture supports a second site without rebuilding, and a membership-only area when the offer is ready. Both already named as ambitions for the next two years.
009To get from shape to scope

What We Still Need From You

The discovery questionnaire was a great first cut. As you said yourselves, `likely misses nuance`. These are the questions a 60-minute call would answer, and they're the ones that decide pricing.

01Commercial
  • ?TM3 contract: lock-in length, notice period, switching cost
  • ?Budget envelope. Is there a number you're working to?
  • ?Appetite: monthly retainer · project fees · hybrid?
  • ?Anyone outside the two of you who needs to bless this?
02Operational scale
  • ?New patient registrations per week. Sizes the intake automation ROI
  • ?Debtor book: total value and ageing profile
  • ?Insurance claims per week, and which insurers (Bupa, AXA, Aviva, WPA, Vitality, Cigna; they each have different integration shapes)
  • ?Existing patient database size. Sizes Mailchimp replacement
  • ?How review harvesting works today, if at all
03Technology
  • ?Is TM3 the source of truth, or is Hubspot meant to be?
  • ?TM3 API + export availability. Drives the wrap-vs-replace decision
  • ?Website: confirm WordPress, what theme/plugins, who maintains it, current analytics
  • ?GDPR / clinical-data handling posture: current setup and constraints
04Brand & voice
  • ?Existing tone-of-voice guidelines, if any
  • ?Sample comms that sound like the clinic's voice
  • ?Who signs off marketing copy today. One of you alone, or shared?
05HR · the under-described one
  • ?Is the HR time-sink recruitment, performance, scheduling, or grievances?
  • ?Sized properly, does it sit inside the engagement or stay external?
06Hubspot
  • ?It's paid for but unused. Activate it, or replace it?
  • ?Quick decision: cost-saving or capability-building?
010From this document to a signed engagement

Next Steps

You've already volunteered the next move. `Happy to meet to talk through in more detail.` This is what we'd suggest the meeting actually contains, and what comes after.

  1. 01
    A 60–90 minute discovery call

    Both of you, ideally. We walk through this document conversationally, filling in the nuance the questionnaire couldn't capture. The questions on §009 are the agenda.

  2. 02
    Probe the load-bearing unknowns

    TM3 lock-in, insurance volumes and insurers, debtor book size, tone-of-voice samples, HR scope. None of these can be answered in writing without three reply cycles. Twenty minutes of conversation closes the gap.

  3. 03
    Calibrate appetite

    A phased crawl-walk-run, or a single bigger swing? We'll show you the trade-offs in numbers, not adjectives.

  4. 04
    Pitch the North Star framing

    Confirm room utilisation is the right number to measure ourselves against. And if not, what is. Everything downstream is calibrated to that answer.

  5. 05
    End with two or three scope shapes

    Not one proposal to accept. Reactable options that span investment levels, so we know which corner of the room we're actually in.

  6. 06
    Tailored written proposal within a week

    The promise made on the discovery questionnaire. Pricing per phase, timeline, named workstreams, named outcomes, named handover terms.