Patient acquisition now, stronger brand and conversion foundation next.
This is Hina's hub for the first month of work with Doaa. Everything agreed on lives here: what Doaa will deliver, what Doaa needs from Hina, the decisions to lock in, and how progress is tracked. Check items off as they are completed and watch the progress bar fill.
This first month is designed to create momentum without rebuilding everything from scratch. The priority is to drive qualified patient interest through focused marketing campaigns while sharpening the website message, aligning the look with Hina's clinical aesthetic, organizing the content system, and setting up tracking in the background.
We are not rebuilding the business from zero. We are organizing what already exists, tightening the message, launching campaigns, improving the patient journey, and identifying what actually brings patients in.
Review the current homepage and improve the clarity of the message, patient journey, calls-to-action, offer hierarchy, and conversion flow.
Refine the visual direction so the brand feels premium, trustworthy, and consistent, with a look that matches Hina's clinical, elevated aesthetic. Build an unpublished Shopify website draft as a proposed direction Hina can review, without touching or disrupting the live site.
Create focused promotional campaigns designed around seasonal demand, available services, patient pain points, and revenue priorities.
Write and structure campaign messages for existing leads and patients, with attention to consent, segmentation, urgency, and booking flow.
Build the monthly content plan: themes, video prompts, hooks, captions, and simple scripts (starting with 10 pieces for July) so Michaela knows exactly what to capture, edit, and post.
Identify which services need dedicated landing pages and map the content structure for those pages.
Review website, social, email, SMS, booking, and lead source data weekly.
Track and compare patient sources, campaign performance, lead quality, booking conversions, and follow-up gaps.
Nothing below requires a rebuild. Most items are a quick invite, a login share, or a folder link. The faster these come in, the faster campaigns can launch. Items marked "if used" or "if available" only apply if the spa already has them.
Several of these are captured automatically when Hina completes the brand quiz.
Michaela owns content capture, editing, and posting (Doaa provides the strategy). Novara's front desk and team own DM responses and new lead follow-up. Doaa stays focused on strategy, campaigns, the website direction, and the systems that bring patients in.
| Area | Novara Team | Doaa | Notes |
|---|---|---|---|
| Website | Provide access, approve edits, provide service information | Optimize messaging, conversion flow, brand alignment, landing page direction, and the unpublished site draft | No full rebuild in month 1, the draft stays unpublished until approved |
| Campaigns | Confirm offers, pricing, availability, approvals | Build campaign strategy, messaging, email/SMS, and launch plan | Campaigns must connect to booking flow |
| Content | Michaela captures, edits, and posts the content | Provide the content strategy, themes, hooks, scripts, prompts, and monthly plan | Michaela owns capture, editing, and posting. Doaa owns the strategy. |
| Email/SMS | Provide Boulevard (BLVD) access and confirm consent is clean | Write and structure campaigns | Consent must be clean before SMS campaigns |
| Analytics | Provide access to analytics, booking, CRM, and lead source data | Review weekly and identify what is driving patients | Tracking is required to make smart decisions |
| Compliance | Provide approved language, consent forms, and review process | Keep marketing aligned with approved claims and patient privacy rules | No patient content without consent |
This role is designed to build the marketing strategy, campaign structure, messaging, content direction, website conversion improvements, and performance review system. Filming, editing, and posting are owned by Michaela. Responding to DMs and comments, and new lead follow-up, are owned by Novara's team. Doaa's focus stays on strategy, campaigns, the website direction, and the systems that bring patients in.
Content matters, but random content is not the goal. The goal is content connected to offers, booking paths, patient objections, and follow-up systems.