Locations › Smile Gulf Coast › 2026 Marketing Plan
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90-Day Marketing Plan · Sep 1 – Nov 30, 2026

Smile Gulf Coast — from foundation-fix to conversion machine in one quarter.

Third-generation Gulfport dentistry, 100% fee-for-service, ~6 new patients per month by design. This plan rebuilds the digital storefront around Dr. Buntyn's actual model — unhurried, consultative, adult-focused — launches paid media that filters for the right patient, and stands up the reputation + operations infrastructure to keep the pipeline full without changing how he practices.

Paid Media Budget
$3,000/mo Google Ads · dedicated landing page & targeting
One-Time Investment
$5,000 Video shoot · 11 assets
Google Ads Live
Aug 21 Plan window Sep 1 → Nov 30
New-Patient Target
6+ / month Reviews target: 6+ / month
The one-paragraph diagnosis

Smile Gulf Coast has a strong reputation asset (4.9★, 62 reviews) attached to a dormant digital storefront. The website scores 65% — the killers are a total absence of insurance/financing content (0%), no new-patient offer or emergency page, and only 4 rotating testimonials with dead links. The GBP is a solid C (78) but hasn't received a review in ~20 months and has no Posts activity. Facebook (~500 followers) hasn't posted since April; Instagram doesn't exist. The 90-day play: fix the storefront, launch Google Ads with procedure-specific targeting (Hybridge / Sedation / Dentures), stand up the review engine, and get the three tech-stack unlocks live (Neurality, Plan Forward, SGA Social Hub). Nothing here asks Dr. Buntyn to change how he practices.

Phase 1 · completed to date

What we've already delivered before the plan clock starts

Eight items closed out ahead of the Sep 1 Phase 1 launch — the runway that made the four-campaign Google Ads launch, PeerLogic call-quality data, and Neurality push possible.

  • ✓Provided FFS promotional-spend benchmarks to Dr. Buntyn
  • ✓Assessed Neurality for lunch + after-hours coverage (connected Jessica Stephens ↔ Dr. Buntyn)
  • ✓Investigated the Google review publishing issue
  • ✓Resolved the unclaimed Yelp profile
  • ✓Paused the Gray Media / WDAM campaign (display + YouTube)
  • ✓Facilitated peer intros with Artistry & Dentistry (Lanthea + Tim)
  • ✓Launched GHL for the contact form — form leads now show in patient-funnel reporting
  • ✓Live with PeerLogic Analytics — showing 26% missed-call rate (fuels the Neurality push)
Open · owned by Dr. Buntyn: Resolve review-publishing issue with Solutionreach. Google reviews are being captured through Solutionreach but not publishing to the Google profile. Growth Team investigated the Google side (no blocker there); the fix sits with Solutionreach support and the practice's Solutionreach admin.

The six workstreams

Sequenced by dependency, not preference. Foundation before paid media; paid media before scale.

P0 · Week 1

Website foundation fix

Unblocks all other spend

Website scored 65% (Gate 1 Yellow). Four staging pages still indexed. Two H1s on homepage. No insurance/financing content, no new-patient offer, no emergency page, only 4 testimonials with dead links. Fix before dropping $3K/mo into Google Ads.

  • Remove /home_test_2-3/, /our-team_test-2-o/, /our-promise_test2-1_/, /your-comfort_test2-4_/ from index
  • Reconcile Fri hours (site says "Select Fridays" · Google says Closed)
  • Fix double-H1 on homepage · add alt text to 5 hero images · enable mobile zoom
  • Add insurance/financing block (FFS statement + CareCredit/Sunbit)
Owner: The Studio (Wyatt/Dawn) · Effort: 3–5 days · Depends on: ROD sign-off on hours
P0 · Week 2

Paid media launch (Google Ads)

Aug 21 go-live

Four-campaign structure rebuilt from Dr. Buntyn's own patient book (531-patient targeting export + Power BI TTM). Target case: 24 NPs/mo at $125 CPA. Even worst case clears the 6-NP goal. Ocean Springs (28.6% of book) outranks Gulfport (23.5%) — geo bid modifiers reflect that. FFS filtered at the auction so shoppers self-select out. Callback flow (no real-time booking) per Dr. Buntyn. Full strategy →

  • Brand — 10% ($300/mo) · Week 1 · owns "Smile Gulf Coast" + "Dr. Buntyn" SERP
  • High-Intent GD — 55% ($1,650/mo) · Week 1 · "dentist near me" in Ocean Springs / Gulfport / Biloxi / Vancleave — the workhorse
  • FFS / Private — 20% ($600/mo) · Week 1 · filters for right-fit patients at the ad
  • Comfort & Experience — 15% ($450/mo) · Week 3 · layers on after 2-week baseline
  • LP live at book.smilegulfcoast.com · PeerLogic tracking on main line
  • Hard-exclude: Fort Walton / Destin FL (0 patients in book · 3-hr drive)
Owner: Adam (paid media vendor) + Amy McNeill (SGA) · Budget: $3,000 / month · Detail: paid-media-strategy →
P1 · Weeks 2–4

Content + video

45-min interview → 12 pages → 11 videos

The single missing input across every other workstream. 45-minute Dr. Buntyn interview generates content for 12 prioritized service pages (dropping "family" language throughout). $5K video shoot produces 11 assets covering hero, doctor bio, patient testimonials, B-roll, and procedure explainers.

  • Schedule 45-min doctor interview (Amy + Charlie)
  • Book video shoot on-site (2 days, one team) — see brief below
  • Publish 12 pages on Elementor rolling into weeks 3–6
  • LP hero swaps in Dr. Buntyn video within 48h of edit delivery
Owner: Amy (interview) · The Studio (production + build) · Cost: $5K one-time
P1 · Weeks 3–8

Reputation engine

Target: 6+ Google reviews/mo

Zero new reviews in ~20 months on a 4.9★ base is the single biggest un-earned lift here. Zappy cards + QR flyers already approved (delivery status TBD). Practice owns the ask AND the response — Growth Team provides the tools and the coaching, but review generation and review responses are 100% office-side.

  • Confirm Zappy card delivery status (6+ weeks since approval)
  • Front desk asks every departing patient (morning huddle owns the habit)
  • Office team responds to every review within 24h (positive + negative)
  • SGA Social Hub surfaces new reviews + notifies office in real time
Owner: Practice — both the ask AND the response · Growth Team: tools + coaching only · Target: 6/mo minimum
P2 · Weeks 4–8

Tech stack unlocks

$130/mo committed spend

Three integrations that convert the "we're already running Google Ads" era into a measurable funnel. Neurality captures after-hours calls (10 AM + 4 PM peaks miss the office). Plan Forward creates an in-house membership plan (subject to Dr. Buntyn re-review). SGA Social Hub centralizes listings + reputation + social posting.

  • Neurality live — limited-availability config (after-hours + lunch only)
  • Plan Forward — requires Dr. Buntyn re-conversation before launch (see Open Items)
  • SGA Social Hub — connect FB, IG (new), GBP, Yelp; schedule 3 posts/wk
Owner: Growth Team (vendor mgmt) + Kelly (practice liaison) · Cost: ~$130/mo
P2 · Ongoing

Local presence + social

GBP + FB + IG

GBP scored C (78) — biggest drags are photo count (3 exposed via Places API), 16.5-second mobile LCP, and zero Google Posts activity. Korinne builds out the initial social + local presence at launch. Ongoing content is not a Growth Team deliverable — the practice nominates an in-office Social Media Champion to keep the calendar full after launch.

  • Korinne (launch, weeks 3–6): claim all listings · GBP photos + first month of Posts · new FB cover + bio · create IG · load first month of content
  • Social Media Champion (office, ongoing): weekly posts across FB + IG + GBP · patient photo capture · maintaining the calendar Korinne set up
  • Korinne runs a 60-min training + SGA Social Hub walkthrough with the Champion before handoff
Owner (launch): Korinne (Digital Brand Manager) · Owner (ongoing): Practice-nominated Social Media Champion · Tools: SGA Social Hub + Canva

Deep-dive audit — SEO · AEO · CRO

Format modeled on Dakota's PCCD audit (bf-pccd-seo-aeo-cro-audit.pages.dev). Findings pulled from the SGC Phase 1 Website Audit (2026-05-17), Growth Readiness Briefing (2026-05-20), and GBP Audit (2026-05-14). Severity + effort per Dakota's tiering: S=days, M=weeks, L=larger build.

Website — Conversion (CRO)

71 / 100 Source: SmileGulfCoast_Audit_Phase1.html · 1.1 Conversion + 1.2 UX + 1.7 Insurance
FindingSeverityLensEvidenceRecommendationEffort
No new-patient offer anywhere on site Critical CRO Audit weight 1.5× · "the largest conversion drag" Add "New Patient Consultation" block above the fold on home + service pages. Price-anchor at $450 to filter. S
Insurance / financing section = 0% Critical CRO Zero mentions of CareCredit, Sunbit, or FFS status on site Add "Fee-for-Service Practice" statement + financing partners block. Filter shoppers at the auction, not on the LP. S
No scheduling widget · external Solutionreach only High CRO 5-field contact form + external link · fragile Replace with request-appointment form → callback next AM. Do NOT install real-time booking (per Dr. Buntyn). S
Testimonials — 4 rotating · "Click Here" links dead (href="#") High CRO Sec 1.5 Trust · testimonial anchors go nowhere Wire testimonials to real Google review permalinks. Add 4.9★ rating + count as trust bar in hero. S
No before/after gallery site-wide High CRO Cosmetic + Hybridge pages both missing Build B/A gallery on Hybridge page (min 5 cases with consent). Wait on video-shoot deliverables. M
Mobile zoom disabled — accessibility flag Medium CRO Viewport meta pattern blocks pinch-zoom Remove user-scalable=no. WCAG compliance risk. S

Website — Discoverability (SEO / AEO)

86 / 100 SEO · gaps in AEO Source: SmileGulfCoast_Audit_Phase1.html · 1.3 SEO + 1.4 Services + 1.8 Content
FindingSeverityLensEvidenceRecommendationEffort
Two H1 tags on homepage High SEO "Welcome to Smile Gulf Coast" + "Transform Your Smile with Hybridge…" Demote first H1 to visually-hidden or H2. Keep Hybridge H1 as primary. S
No LocalBusiness / Dentist schema · no AggregateRating High AEO Only Organization/WebPage/WebSite/BreadcrumbList present Add Dentist + MedicalProcedure + AggregateRating (4.9 / 62). Powers rich results + LLM answer engines. S
No Person schema for Dr. Buntyn Medium AEO 3rd-gen story + credentials nowhere in structured data Add full Person node with DMD, 25-year practice tenure, 3rd-gen family story, Buntyn practice founded 1969. S
No emergency-dentistry page High SEO "major same-day-intent gap" · Sec 1.4 Fail Publish thin service page (200 words + intake link). SEO capture without paid-media promotion. S
No FAQ section on any service page Medium AEO Zero FAQPage schema · answer-engine miss Add 4–6 FAQs per priority page (Hybridge, Sedation, Dentures). Mark up with FAQPage. M
No blog · no ongoing content signal Medium SEO No /blog, no posts in sitemap Stand up /blog with 1 post/month post-launch. Not P0 — priority = service pages first. M
4 leftover staging pages indexed Medium SEO /home_test_2-3/, /our-team_test-2-o/, /our-promise_test2-1_/, /your-comfort_test2-4_/ 410 or 301 to canonical. Remove from sitemap. S
No dedicated /gulfport-ms location page Low SEO NAP is 88% · missing local landing anchor Optional if service-page geo signals are strong post-relaunch. S

Google Business Profile (GBP)

78 / 100 · Grade C Source: p07-smile-gulf-coast.html · 2026-05-14 phase 1
FindingSeverityLensEvidenceRecommendationEffort
No new Google reviews in ~20 months Critical CRO Newest review ≈ Sep 2024 · 4.9★ / 62 total Launch review engine (see Reviews section). 6/mo target. Office team owns both the ask AND the response — SGA Social Hub surfaces new reviews to office email. M
Mobile LCP = 16.5 seconds High SEO PSI Mobile score 60 · CWV 4.5/10 Compress hero images + defer non-critical JS. Bundle with website foundation-fix sprint. S
No Google Posts activity High SEO Zero posts in trailing 12mo Weekly Posts via SGA Social Hub. Same content as social — free discoverability signal. S
Only 3 photos exposed via Places API (6/10 Photos) Medium CRO Places API returns 3 · practice may have more uploaded Upload 20+ new photos post video shoot (exterior, interior, team, procedures). S
No sticky/fixed call CTA on GBP-linked page Medium CRO Appointment score 13/21 · CTA missing 0/2 Sticky mobile call button on /contact. Bundle with foundation-fix. S
No UTM tracking on GBP outbound links Medium SEO 0 UTM-tagged links · GBP traffic invisible in GA Add UTMs to Website + Appointment URLs on GBP. Cheap attribution win. S
Hours conflict: website says "Select Fridays" · Google says Closed High CRO Growth Readiness Briefing 2026-05-20 Reconcile — Dr. Buntyn confirms Fri Closed per 8/5 call. Update site. S
Yelp profile unclaimed Low SEO Yelp ID 8bzbgorUbzAwKxsG1AXJ3g · not meaningful channel Claim via Yelp account manager. Zero ongoing effort. S

Social presence

Dormant Source: docs/audits/social-media-audit/ · SGC-MS rows
FindingSeverityLensEvidenceRecommendationEffort
Facebook dormant since April 2026 High CRO ~500 followers · stock content only · no organic New cover + bio · 70% engaging / 30% operational · 3 posts/wk via SGA Social Hub M
No Instagram account exists High CRO @smilegulfcoast handle available · not @gulfcoastsmiles (Cape Coral FL) Create + brand + cross-post from FB and video shoot library S
No YouTube channel · no TikTok Low SEO Zero video content history Create YouTube channel post video shoot · load doctor bio + procedure explainers S
Note on methodology: Dakota's PCCD audit source files (behind bf-pccd-seo-aeo-cro-audit.pages.dev) are not in the SGA repo — this audit uses the extracted PCCD structure (severity tiering, S/M/L effort, evidence table, per-lens tagging) applied to SGC data. To more precisely match Dakota's format (including credential-verification workflow and competitive matrix), request the source MD file from Dakota.

Content plan — doctor interview → 6 P1 pages + 11-video shoot

One 45-minute Dr. Buntyn interview seeds the entire content library. Phase 1 publishes 6 P1 pages tied directly to Google Ads targeting. 6 additional pages (P2 + P3) publish in Phase 2 once we have ranking data. Shoot happens once (Phase 1) — 7 clips edit + publish in Phase 1, 4 clips edit in Phase 2.

Phase 1 pages (6 · publish weeks 3–4)

P1Full-Arch Dental Implants (Hybridge) Ad landing target · needs FAQ + B/A + videoRefresh
P1Sedation Dentistry Ad landing target · anxiety-focused copy + videoRefresh
P1Dentures & Implant-Supported Dentures Ad landing target · price transparency + financingRefresh
P1New Patient Experience The comprehensive-consult model · sets FFS expectationNew
P1Meet Dr. Randy Buntyn 3rd-gen story · Gulfport since 1969 · full credentialsRefresh
P1Insurance & Financing Fixes the 0% audit finding · FFS + CareCredit + SunbitNew

Phase 2 deferred: 4 P2 pages (Emergency, Meet Dr. Ross, TMJ, One-Visit Crowns) + 2 P3 pages (Cosmetic, Periodontal) — see the Phase 2 tab.

Interview scope (45 min): The 45-minute interview must cover — 3rd-gen family story · what makes his approach different from insurance-volume dentistry · the comprehensive-consult experience · Hybridge cases he's most proud of · why sedation matters for anxious patients · his stance on FFS pricing · a message to prospective patients. This is enough source material for all 12 pages plus the video-shoot voiceover.

What to strip from every page: the word "family" (adult-focused positioning), "cheap"/"affordable"/"budget", any generic "we welcome new patients" language, all mentions of children/pediatric care.

? The 33 questions Kelly asks Dr. Buntyn — 8 blocks, 45 minutes click to expand

Delivery: Download the branded .docx interview guide — hand this to Kelly before the session. Transcript feeds AI-drafted service-page copy in Dr. Buntyn's voice, then Amy tightens, Wyatt/Dawn build, Korinne uploads.

Ground rules to hold in your head while asking: adult-focused (no "family" or kids) · fee-for-service (no "affordable/budget/cheap") · comprehensive-consult model, not insurance-volume · follow the thread — if Dr. Buntyn goes somewhere unexpected but good, chase it.

Block 1 — Story & positioning (10 min)

Feeds: Meet Dr. Buntyn page · 3rd-gen video · Homepage hero · Paid-media LP video

  1. Walk me through the Buntyn family in Gulfport — your grandfather started this in 1969. What was he like, what did he build, and how did that shape you?
  2. Your dad practiced here too. What did you learn from him that you still do today?
  3. You served in the Navy before coming back. What did that experience teach you about being a doctor?
  4. When you took over the practice, what did you decide to keep, and what did you decide to change?
  5. If you had to describe what makes Smile Gulf Coast different from every other dental office in Gulfport in one sentence — what would you say?
  6. What would you want a patient to feel the first time they walk in the door?

Block 2 — Fee-for-service / comprehensive-consult model (8 min)

Feeds: New Patient Experience page · Insurance & Financing page · LP copy · Homepage positioning

  1. You've chosen not to be an insurance-driven practice. Why? What does that let you do that a "we take all insurance" office can't?
  2. Walk me through what a first visit at Smile Gulf Coast actually looks like — from the moment they sit down through the treatment plan conversation.
  3. What do you tell a patient who's used to a 30-minute "clean-and-check" and is surprised the first visit here is longer and more thorough?
  4. How do you talk to a patient about cost when they're worried about it? What's the honest way you frame it?
  5. You offer CareCredit and Sunbit. When do you recommend one over the other?

Block 3 — Hybridge / full-arch implants (8 min)

Feeds: Hybridge service page · Hybridge video explainer · LP hero · Patient testimonial framing

  1. For someone who has no idea what Hybridge is — how would you explain it in 60 seconds?
  2. Who is the ideal Hybridge patient? What are they going through when they come to you?
  3. Tell me about one Hybridge case you're most proud of — what changed for that person?
  4. What's the #1 misconception people have about full-arch implants before they talk to you?
  5. Someone's been in traditional dentures for 10 years and hates them. What do you say to them about implant-supported options?

Block 4 — Sedation & anxiety (5 min)

Feeds: Sedation page · Sedation video · Trust-building copy across site

  1. What percentage of your patients would you say have real dental anxiety?
  2. Why does sedation matter beyond just "not feeling it" — what does it change for the patient long-term?
  3. What sedation options do you offer, and how do you help a patient pick the right one?
  4. Someone hasn't been to a dentist in 15 years because they're scared. What's your message to them?

Block 5 — Dentures & implant-supported dentures (4 min)

Feeds: Dentures page · LP for denture campaign

  1. What do you wish people knew about modern dentures vs. what their grandparents wore?
  2. When is a traditional denture the right answer, and when should someone push toward implant-supported?
  3. What's the conversation you have with someone who thinks "dentures are just what happens when you get old"?

Block 6 — Phase 2 pages (5 min — light coverage, we can go deeper later)

Feeds: Emergency · TMJ · One-Visit Crowns · Cosmetic · Periodontal pages

  1. When someone calls with a dental emergency, what happens? Same-day? Next-day?
  2. TMJ patients — what are the signs someone should come see you and not just their GP?
  3. You offer same-visit crowns. Why does that matter to the patient?
  4. Cosmetic work — what's the case that makes you love this work?
  5. Perio — what's the earliest sign a patient misses that you catch?

Block 7 — Dr. Ross Buntyn (3 min)

Feeds: Meet Dr. Ross page (Phase 2) · Ross bio video

  1. Introduce Ross the way you'd introduce him to a longtime patient.
  2. What does Ross bring to the practice that complements you?
  3. What's the father-and-son story you want patients to know?

Block 8 — Closing (2 min — camera-ready quote material)

Feeds: Homepage hero copy · Testimonial-adjacent framing · Social clips

  1. If a prospective patient is watching this right now on your website — what do you want to say to them?
  2. Finish this sentence: "The reason I still practice dentistry in Gulfport after all these years is —"

Video shoot — 11 assets captured · 7 edited in Phase 1 · $5K one-time · 2 days on-site

01
Dr. Buntyn welcome / practice overview
Homepage + LP hero · 60 sec
02
Dr. Buntyn — paid-media LP video
Google Ads LP hero · 30–45 sec, tight
03
Dr. Buntyn — 3rd-generation story
"Meet Dr. Buntyn" page · 90 sec
05
The comprehensive-consult experience
"New Patient" page · 60 sec walkthrough
06
Hybridge full-arch explainer
Hybridge service page · 90 sec
07
Sedation dentistry / patient comfort
Sedation page + LP · 60 sec
08
Patient testimonial #1
Cross-page + social · Hybridge patient
11
B-roll library (interior, exterior, team, procedures)
Ambient use across site + social · 3-5 min of clean cuts

Delivery: Full shoot captured Phase 1 (Week 4). 7 P1 edits delivered within 2 weeks of shoot. First cuts of #1, #2, #6 needed by end of Week 4 for LP. Phase 2 edits (see Phase 2 tab): #04 Ross bio · #09 & #10 patient testimonials.

Tech stack rollout — three integrations

Ongoing monthly spend commits to $130 (GoHighLevel $5 + PeerLogic $80 + SGA Social Hub $45). Neurality and Plan Forward are practice-level launches on top.

Launch Week 4

Neurality — limited availability

After-hours + lunch

PeerLogic data showed missed-call peaks at 10 AM AND 4 PM — plenty of leads land outside office hours (Mon-Thu 8:00a-2:30p, Fri closed). Per Dr. Buntyn: not for during-office replacement. Limited-availability = after 2:30 PM close + lunch window only.

  • Configure Neurality only for: after-hours + lunch window + all-day Friday
  • Scripts must respect FFS model — no promise of pricing, no "book now" phrasing
  • Escalation: caller can leave message OR request AM callback
  • Weekly transcript review by the office (front desk lead) with Kelly available for questions
Owner: Growth Team (config) + Practice (approval) · Practice cost: included in monthly stack
Launch Week 3

SGA Social Hub — listings + reputation + social

$45/mo · 3 tools in one

Replaces Solutionreach AND Swell — SGA Social Hub is the single source of truth for listings + reviews + social. Consolidates: (1) listing accuracy across 60+ directories, (2) review notifications to the office, (3) social post scheduling for FB + IG + GBP. Korinne connects the account and configures it; the practice uses it.

  • Korinne (Week 3): connect account · import NAP · reconcile ~7 directory drifts · load first month of social calendar · train Social Media Champion
  • Office (ongoing): respond to review notifications within 24h · keep social calendar full (weekly cadence)
  • Reviews notifications route to office email, not Growth Team
  • Monthly reputation report auto-generated for practice
Owner (setup): Korinne · Owner (ongoing): Practice (Champion + office responders) · Cost: $45/mo
Live now

PeerLogic + GoHighLevel — measurement

Powers the funnel scorecard

Already active. PeerLogic ($80/mo) records + AI-analyzes every call for booking outcome. GoHighLevel ($5/mo) replaces the website contact form with a tracked equivalent. Together they power the patient funnel scorecard (see Reporting section).

  • PeerLogic — verify SGC tracking DIDs are provisioned for Campaign A + B
  • GHL form live · tracking code in place · CRO metrics flowing to scorecard
  • Dr. Buntyn reviews PeerLogic weekly — Growth Team ensures he has direct login access + a saved-view bookmark for the reason-not-booked breakdown
Owner (config): Growth Team · Owner (weekly review): Dr. Buntyn · Cost: $85/mo (bundled in stack)

Reviews program — 6+ Google reviews / month

Zero new reviews in ~20 months on a 4.9★ base. This is the fastest, cheapest lift in the entire plan.

1

Confirm Zappy card delivery

Practice approved Zappy cards + QR-code flyer ~6+ weeks ago. Kelly to check with practice on delivery status and unbox / train-in on Week 1. If not delivered, escalate to procurement.

Verify
2

Front-desk ask script + morning huddle

Growth Team ships a 3-line script for end-of-visit review request. Practice runs 60-second morning huddle for 2 weeks to build the habit. Target: 60% of departing patients get asked, 20% convert = 6+ reviews/mo on 50 visits/wk.

Playbook ready
3

SGA Social Hub replaces Solutionreach and Swell

Neither Solutionreach nor Swell are part of this plan. SGA Social Hub is the single source of truth for review notifications, listing accuracy, and social scheduling. Notifications route to the office email, not the Growth Team.

Tool consolidated
4

Office team responds to every review within 24h

Response ownership is office-side, not Growth Team. The person answering the phone is the person best positioned to respond to review sentiment — they know the patient. Growth Team provides a response-template library; the office writes the responses in their own voice. One-star and three-star reviews auto-flag the practice manager for direct outreach within 2 hours.

SLA set — office-owned

What the practice does vs. what the Growth Team does

Anything shaded teal is Growth Team execution. Anything shaded sand is practice-side action Dr. Buntyn's team owns.

🏥

Office owns

7 ongoing
Dr. Buntyn · Brittany · OM · Social Media Champion
  • Ask every departing patient for a Google review — front desk owns · Brittany runs the morning huddle
  • Respond to every Google review within 24 hours — 1★ / 3★ escalated within 2 hours
  • Answer 100% of inbound leads by next business AM — front desk SLA, no exceptions
  • Weekly PeerLogic review — Dr. Buntyn checks call volume, missed %, reason-not-booked
  • Social Media Champion posts weekly — FB, IG, GBP Posts in the practice voice
  • Provide the marketing team what they need — headshots, hours, bios, photos (via the Practice Snapshot)
  • Show up for the interview + video shoot — Dr. Buntyn 45 min on camera · 2 days on-site for the shoot
🎯

Support Team owns

7 ongoing
Amy · Wyatt · Dawn · Korinne · Kelly · Charlie
  • Website + service page builds — Wyatt / Dawn build · Amy oversees · Korinne uploads
  • Paid media strategy + optimization — Amy briefs · Kelly coordinates · Adam (vendor) executes
  • Video production + editing — Studio produces · Amy manages deliverables
  • Tool + template library — Zappy cards, review-response templates, ask scripts
  • Vendor setup + first-batch execution — SGA Social Hub, Neurality, listings, first month of content
  • Monthly reporting + strategy call — Amy delivers the scorecard, leads the 30-min review
  • Training + coaching — Social Media Champion onboarding, review-ask coaching, ongoing support
The pattern: the Support Team builds the machine — website, ads, Neurality, listings, video, reporting. The office runs the machine — asking for reviews, answering the phone, posting to social, reviewing PeerLogic. When either side stops doing their part, the whole engine underperforms. Vendors (Adam for paid media, SGA Social Hub, Neurality, Plan Forward, PeerLogic) execute inside the plan — they don't replace either side.
WorkstreamPractice (Dr. Buntyn / Brittany / OM)Growth TeamVendor / Third party
Website rebuild + service pages Approve copy · provide missed data (hours, credentials, prices) Wyatt/Dawn build · Amy oversees · Korinne uploads content —
Doctor interview (45 min) Dr. Buntyn on camera · 45 min block scheduled Amy conducts · Charlie captures —
Video shoot (2 days on-site) Host crew · coordinate patients for testimonials · provide 3 patient signed releases Studio produces + edits · Amy manages deliverables Video crew (per Studio SOP)
Google Ads build + management None — do NOT log into Google Ads account Amy strategy + brief · Kelly ops coordination Adam (paid media manager, $385/mo)
Google review generation Front desk asks every departing patient · Brittany owns morning huddle Provides tools (Zappy cards, ask script) + coaching only SGA Social Hub ($45/mo)
Google review responses Office team responds within 24h · practice manager escalates 1★/3★ within 2h Provides response-template library only SGA Social Hub (notifications)
Neurality (after-hours calls) Review weekly transcripts · confirm scripts stay on-brand Kelly config + Korinne QA Neurality vendor
Plan Forward (VIP membership) Decision pending Dr. Buntyn re-conversation · if launched: OM enrolls patients Amy re-opens conversation · vendor handoff if green-lit Plan Forward
SGA Social Hub setup + listing claims Grant access to FB, IG, GBP · nominate Social Media Champion Korinne connects account · claims listings · loads first month of content · trains Champion SGA Social Hub ($45/mo)
Ongoing social media content (FB · IG · GBP Posts) Social Media Champion owns weekly cadence · captures patient photos · writes posts in practice voice None ongoing — coaching only if Champion asks SGA Social Hub (scheduler) + Canva
GBP optimization (photos, hours) Provide new photos post shoot · confirm hours · Social Media Champion owns weekly Posts Korinne uploads first batch during launch · Champion owns ongoing —
PeerLogic weekly review Dr. Buntyn reviews weekly — call volume, missed %, reason-not-booked Ensures Dr. Buntyn has direct login + saved-view bookmark PeerLogic
Answer inbound leads (call-back within AM) Practice front desk owns 100% of lead callback · SLA: within next business AM Monitors PeerLogic conversion rate weekly —
Reporting review + campaign strategy calls Dr. Buntyn joins monthly 30-min review call Amy delivers scorecard · leads the call —

90-day timeline (Sep 1 → Nov 30, 2026)

Google Ads goes live Aug 21 — 10 days ahead of the plan clock — for early data. Weeks below are numbered from the Sep 1 plan start.

Pre · Aug 21

Google Ads live (pre-plan)

Adam launches Campaigns A + B against the LP shipped Aug 21. First data window starts collecting before plan clock starts.

✓ Attribution begins
Week 1 · Sep 1–7

Foundation fix + practice-side kickoff

  • Remove 4 staging pages from index · fix double-H1 · fix mobile zoom · reconcile Fri hours
  • Kelly confirms Zappy card delivery + trains front desk on ask + response scripts
  • Practice nominates Social Media Champion (office-side role)
  • Ensure Dr. Buntyn has direct PeerLogic login + saved-view bookmark
  • Schedule Dr. Buntyn 45-min interview (target Week 2)
  • Book video-shoot dates (target Week 3–4)
Week 2 · Sep 8–14

Content sprint kickoff + interview

  • Dr. Buntyn 45-min interview conducted (Amy + Charlie)
  • P1 page copy drafted (6 pages: Hybridge, Sedation, Dentures, New Patient, Meet Dr. Buntyn, Insurance/Financing)
  • Add LocalBusiness + Dentist + AggregateRating schema to homepage
  • First Google Ads performance snapshot (Day 14) — CPCs, CTR, impression share by campaign
Week 3 · Sep 15–21

SGA Social Hub launch · Social Media Champion training

  • SGA Social Hub connected · all listings claimed · first month of social calendar loaded by Korinne
  • Korinne runs 60-min training with Social Media Champion (SGA Social Hub + Canva + patient photo capture)
  • Video shoot pre-production: shot list finalized · patient releases signed · date confirmed
  • P1 pages 1–3 published (Hybridge, Sedation, Dentures) — updated LP variants live
Week 4 · Sep 22–28

Video shoot on-site + Neurality live

  • 2-day video shoot at practice · 11 assets captured
  • Neurality configured for after-hours + lunch + Friday · goes live end-of-week
  • P1 pages 4–6 published (New Patient, Meet Dr. Buntyn, Insurance/Financing)
  • First 30-day Google Ads report to Dr. Buntyn (leading indicators only — too early for CAC)
✓ After-hours capture on
Weeks 5–6 · Sep 29–Oct 12

Video edits · GBP push · P2 pages

  • First 3 video cuts delivered (Videos #1, #2, #6) — LP hero video swapped in
  • 20+ photos uploaded to GBP · weekly Google Posts begin
Weeks 7–8 · Oct 13–26

Reviews momentum + campaign optimization

  • Reviews target: 4+ new Google reviews received (halfway to 6/mo goal)
  • Google Ads: pause underperforming keywords · shift budget between A/B based on cost-per-lead
  • Instagram account launched · first 6 posts scheduled via SGA Social Hub
  • All 11 video assets delivered · 7 P1 clips edited + live (Dr. Buntyn bio on Meet-the-Team page)
Week 9 · Oct 27–Nov 2

60-day report · budget-scale conversation

  • Full 60-day patient funnel scorecard delivered
  • Dr. Buntyn 30-min review call — including budget step-up conversation if data supports
  • Facebook + Instagram fully in production cadence (3 posts/wk each — Champion owns)
Weeks 10–12 · Nov 3–30

Optimize + document + hand-back to Jenn

  • Reviews: hit 6/mo run-rate for 3 consecutive weeks
  • Full 90-day report + patient funnel scorecard
  • Written handoff to Jenn Freemyer for return from leave (Kelly + Amy → Jenn)
  • 90-day retrospective: what to keep, what to change, next-90 plan

Budget — total 90-day investment

Committed spend across paid media (recurring), video (one-time), and tech stack (recurring). Practice OPEX + Growth Team hours not included — those come out of standard SGA overhead.

Line itemFrequencyOwnerMonthly90-Day Total
Google AdsRecurringAdam (paid media vendor) · Amy oversight$3,000$9,000
Video shoot (production + 11 edits)One-timeThe Studio—$5,000
PeerLogic (call tracking + AI analysis)RecurringGrowth Teamincluded—
SGA Social Hub (listings + reviews + social tools)RecurringGrowth Teamincluded—
GoHighLevel (form tracking)RecurringGrowth Teamincluded—
Neurality (limited-availability config)RecurringGrowth Teamincluded—
Plan Forward (pending decision)RecurringPlan ForwardTBD if launchedTBD
Committed 90-day investment$14,000

Step-up path: $3K/mo is the current committed level. Step-up to $4K–$5K/mo is on the table after 60 days if CAC + call quality support it — decision point is Week 9.

Reporting — cadence + dashboards + KPIs

Every dollar tied to a metric. Every metric owned by a person. Every cadence documented.

Weekly

Google Ads snapshot

  • CPC + CTR by campaign
  • Impression share
  • Cost per lead (form + call)
  • Auto-emailed Mondays
Weekly

PeerLogic call review

  • Total calls · missed % · voicemail
  • Reason-not-booked breakdown
  • New patient conversion rate
  • Dr. Buntyn reviews weekly — Growth Team ensures access
Weekly

Review generation + response

  • New Google reviews (target 1.5/wk)
  • Star distribution
  • Response SLA compliance (24h)
  • Office owns — practice manager reviews
Monthly

Full funnel scorecard

  • Spend → Sessions → Forms → PeerLogic opps → Scheduled → Showed → Production per NP
  • YoY vs. baseline
  • Delivered by Amy · reviewed with Dr. Buntyn
Monthly

Website health

  • Page speed (mobile LCP)
  • Ranking movement on P1 pages
  • GBP photo + Post count
  • The Studio owns
Monthly

Social + reputation

  • FB / IG follower + engagement
  • Reviews received (all platforms)
  • Response rate + SLA
  • SGA Social Hub auto-report → practice · Amy reviews
Monthly

Budget vs. actual

  • Spend vs. committed
  • One-time investments tracked separately
  • Any variance flagged to ROD
  • Amy owns
30 / 60 / 90

Executive reviews

  • 30-day: leading indicators only
  • 60-day: CAC + budget step-up talk
  • 90-day: full retrospective + next-90 plan
  • Dr. Buntyn attends · Lanthea CC'd

Single source of truth: the patient funnel scorecard at sga-growth-site/reports/patient-funnel-project/. All above cadences feed into that scorecard. Dr. Buntyn's practice-level view is at sga-growth-site/locations/smile-gulf-coast/snapshot/ (updated daily via prd-recap-sync automation).

Open items · decisions needed

OpenResolve review issue with Solutionreach (owner: Dr. Buntyn): Google reviews captured through Solutionreach are not publishing to the Google Business Profile. Growth Team confirmed the Google side is clean — resolution sits with Solutionreach support and the practice's Solutionreach admin. Blocks the reputation-engine ramp toward the 6+ reviews/mo target.
OpenSocial Media Champion (office-side role): Practice nominates the person who will keep the social calendar full after Korinne's launch handoff. Ideal profile: front desk / hygienist / OM with phone camera reflex. Needs by Week 3.
OpenZappy card delivery status: Kelly to confirm with practice — 6+ weeks since approval, no known delivery.
DecideVideo-shoot production partner: Studio SOP owns crew selection. Confirm vendor + date by end of Week 2.
OpenLegacy $3K on P&L: Charlie's old YouTube display campaign. Being investigated separately — do not count in Adam's $3K.
DecideBudget step-up to $4K–$5K/mo: Decision at Week 9 based on 60-day CAC + call quality.

Source deliverables