What we’re learning by operating.
Working notes on AI-first marketing — from the people doing the work, not watching it.
-
Local visibility for health practices: reviews, maps and AI answers
Patients now ask maps and AI assistants. How clinics stay the answer — profiles, reviews, structured data.
-
Filling a 3–6 month marketing capacity gap without a bad hire
Parental leave, a new initiative, a market test: covering a defined gap without a rushed permanent hire.
-
EdTech growth after the boom: retention maths beats acquisition spend
Post-boom EdTech wins on retention economics, not bigger budgets. Where the growth work actually is.
-
Patient acquisition for dental and aesthetic clinics: the funnel is the easy part
Ads and landing pages are the easy 20%. Call handling, no-shows and follow-up decide the rest.
-
Marketing a clinic chain: what health and beauty brands should automate first
Multi-location health and beauty brands drown in repeatable work. The automation order that actually works.
-
Embedded specialists vs. freelancer marketplaces: who owns the outcome?
A marketplace sells you a profile. A partner owes you an outcome. The difference shows up in month two.
-
The coordinator model: one strong person plus an operating partner
Too lean for a full team, too ambitious for none: one strong internal coordinator plus an external engine.
-
How to restructure a 5–25 person marketing team without betting the quarter
Baseline, parallel-run, then commit. A staged restructuring that never puts the quarter’s numbers at risk.
-
Five marketing tasks AI already does better than a junior team
Where AI beats a junior team today — and the two places it still loses badly.
-
Your agency retainer is buying management, not marketing
Account managers, traffic managers, project managers — where the retainer actually goes, and what paying operators directly changes.