How this works
Ops sees capacity signals in Daybreak. When capacity is real and marketable, Ops flags the practice as a Growth Opportunity. The Toolbox receives the flag, matches the practice to its bucket, assigns the play, and drops the task template on the Growth Manager's queue. The GM executes. No debate on which play to run — the bucket + Ops signal decide.
1Ops flags
Daybreak signal fires (§Triggers)
Daybreak signal fires (§Triggers)
2Toolbox pins
Practice card pinned to GM queue
Practice card pinned to GM queue
3Code assigns play
GPG3 → B, -F → A1, SPG → L1, any O → C1
GPG3 → B, -F → A1, SPG → L1, any O → C1
4Tasks generate
Template drops into sga3p task queue
Template drops into sga3p task queue
5GM executes
Measures NP trend + CPL, reports at day 30/60/90
Measures NP trend + CPL, reports at day 30/60/90
Two things stay with the GM. Everything else is automated.
GM keeps
- Execution quality — creative, outreach, timing, cadence
- Relationship with the OM and Doctor of Record
- Ground truth — what the practice actually needs vs. what the data says
- Escalation judgment — when to loop in Amy, Ops, or the specialist owner
System handles
- Which practice to work (Ops flags)
- Which play to run (the code)
- What tasks to open (template library)
- When it's done (success metric hit or timeline expired)
- Whether the code changes (30-day re-classification pull)
The Wednesday rule: a practice appears on the GM's queue with a play assigned. GM never asks "what do I do." GM asks "how do I execute this well." The rest of this doc is a playbook per bucket.
Code → play lookup
Read the practice's code off the Classification v2 table. The code is the play. GPG2-F = GP · Growth · tier 2 · foundation gaps.
| Code pattern | Meaning | Play | Who |
|---|---|---|---|
| GPO* / ACO* / SPO* / *O-ND | RED — Ops holds it (hygiene > 14d, no PRD, or no data) | C1 Hold · Reroute · Pre-position | Ops leads; GM watches |
| GPG*-F / ACG*-F | GREEN with foundation gaps (any tier) | A1 Foundation Sprint, then the B play for the tier | GM + Wyatt / Korinne / PL |
| GPG1 / ACG1 (no -F) | GREEN, NP + production down, foundation clean | Reactivation first, then B1 | GM |
| GPG2 / ACG2 (no -F) | GREEN, one metric down | Diagnose which; B1 / B2 by spend if NP is the one down; hold + Ops conversation if production is | GM |
| GPG3 / ACG3 | GREEN, both up, capacity open | B1 / B2 / B3 by current paid spend | GM |
| AC* any GREEN | Advanced Care office | The GP play plus an AC service-line funnel (implants / full-arch / cosmetic) as a separate campaign set | GM + AC lead |
| SPG4 / SPG5 / SPG6 | GREEN specialty, PRD in seat | L1 RGE Cycle — SPG4 starts with a pipeline audit | PRD + Jayme; GM supports |
Order of operations for any GREEN GP/AC: -F? → A1 first. Then tier: 1 → reactivation + B1 · 2 → diagnose, then B1/B2 · 3 → B1/B2/B3 by spend. AC adds the service-line funnel on top. Nothing else to decide.
Ops triggers — when a practice becomes a Growth Opportunity
Ops sets the Growth Opportunity flag in Daybreak (or OneDash equivalent) when at least one of these fires. Marketing consumes the flag; we do not set it.
| Ops signal | Threshold | Effective date | Ops confirms |
|---|---|---|---|
| Idle hygiene capacity | Lead→Hyg ≤ 14 days, 30+ consecutive days (the GREEN line) | Today | OM in Daybreak |
| New doctor hired | Workday req filled + start date confirmed | Start date + 30 days | ROD + HR |
| New hygienist hired | Same as above | Start date + 30 days | ROD + HR |
| Capacity added | New chair, new op, or extended hours confirmed operational | Go-live date | OM + ROD |
| Flipped GREEN | Was RED; Lead→Hyg ≤ 14d for 60 consecutive days, or PRD start date (SP) | Day 60 / PRD start | Automated |
| Production headroom | Provider slot utilization < 75% for 60 days, patient satisfaction ≥ 4.5 | Today | ROD in Daybreak |
What Ops does not flag: a GREEN tier-1 practice is already Growth's — it doesn't need an Ops flag. The flag matters for RED→GREEN flips and for capacity coming online.
GREEN · GP + AC B plays — scale demand GPG3 / ACG3, and clean GPG1–2 / ACG1–2
Hygiene bookable inside 14 days, foundation clean (no -F). Demand is the lever. Three plays, chosen by current paid spend. Tier 1 runs reactivation before B1; tier 2 diagnoses which metric is down first.
Play B1 · ADD PAID $1K/mo current spend < $500/mo
- Google Ads MCC audit — confirm account is linked, no historical CPL blowout
- Deploy a GHL landing page using the Ressler / SCO / Pryor template — ~2 hours to spin per practice
- Wire tracking — GTM container, call tracking on the LP, GHL webhook to CRM
- Launch Google Ads campaign — $1,000/mo starting spend, service-line focused, geo-fenced to practice's 10-mile radius
- Day 14 CPL check — if CPL > $60, pause and diagnose creative or geo
- Day 30 NP check — measure incremental NPs attributable to the LP
- Day 60 decision — hold at $1K or Scale +$1K if CPL < $45 and capacity holds
Success metric
+15 incremental NPs/mo at CPL ≤ $45 by day 60
Owner
Growth Manager executes; Amy reviews at day 60
Timeline
Weeks 1-2: setup · Weeks 3-4: launch · Weeks 5-8: measure · Week 9: scale decision
Escalate if
Day 14 CPL > $60 OR Day 30 zero incremental NPs OR the practice flips back to RED (Lead→Hyg > 14d)
Play B2 · SCALE +$1K/mo current spend $500–$2,500, CPL healthy
- Current CPL check — last 60 days from Google Ads MCC. Must be < $45 to proceed.
- Creative refresh — new headline, new visual, review negative keywords
- Budget bump in MCC — +$1,000/mo, hold new creative for 30 days minimum
- Consider a new campaign type — if already running search only, add Performance Max or Local Services Ads (LSA)
- Day 30 CPL check — scale-or-hold decision based on CPL trajectory
- Day 60 volume check — is capacity holding? If Lead→Hyg goes past 14 days (RED), throttle back to prior spend
Success metric
+20 incremental NPs/mo at held CPL by day 60
Timeline
Week 1: audit + creative · Week 2: bump · Weeks 3-8: measure
Escalate if
CPL rises > 25% within 30 days OR the practice flips back to RED
Play B3 · CADENCE LOCK current spend > $2,500, already scaled
- Weekly social cadence — 3 posts/week per platform, AI-drafted, GM-approved
- Monthly email — recare + service-line rotation via GHL or Resend
- Review flywheel — systematic review requests post-visit, response cadence via Yext MCP (if Yext-registered)
- Quarterly local backlink push — dental-backlink-scan skill, 25-mile radius, 5-10 outreaches per quarter
- Monthly CPL review — MCC audit; kill or reallocate underperforming campaigns
Success metric
Sustained NP growth trajectory, no CPL degradation, review count trending up
Timeline
Ongoing cadence · Quarterly review with Amy
Escalate if
CPL creeps up 3 months running OR review generation stalls OR NP trend flattens
GREEN -F A1 Foundation Sprint any GPG*-F / ACG*-F
Capacity is open but the funnel is broken — Web < 60, GBP < 90, Neurality not live, PeerLogic missing, or Conv unmeasured. Paid before foundation just burns budget. Close the gaps in four weeks, re-score, then run the B play for the tier.
Play A1 · FOUNDATION SPRINT then paid
- Week 1 · Practice profile scan — open the practice's snapshot; identify which of the five foundation elements are broken (Web score < 60, GBP score < 90, PL analytics missing, Neurality not live, Conv% unmeasured)
- Week 1 · GBP optimization pass — owner description, categories, photos, Q&A, review response cadence. AI-drafted through the Practice Knowledge Base, ~1 GM day per practice.
- Week 2 · Website fix — if WordPress, run Wyatt's web-dev kit; if AID, use Sanity workflow. Target Web score 60+.
- Week 2-3 · PeerLogic deploy — SGA East / West only. Coordinate with Modento/PL team. Unblocks Conv% measurement.
- Week 3 · Organic recovery — on-site SEO check, Yext accuracy audit, local backlink outreach if Org Δ% < -25%
- Week 4 · Reactivation campaign — lost patient list + dormant recare, cheap first move that doesn't depend on the new funnel
- Week 4 · Neurality deploy if not yet live on GBP
- Week 5 audit — foundation re-score. If clean, the -F drops and the B play for the tier fires (tier 1: reactivation + B1; tier 3: B1/B2/B3 by spend).
Success metric
All foundation gaps closed by Week 5; NP Δ positive within 90 days of paid launch
Owner
Growth Manager orchestrates; Wyatt owns web fix; Korinne owns GBP
Timeline
Weeks 1-4: foundation · Week 5: audit · Weeks 5-8: paid (Play B1) · Day 90: measure
Escalate if
Foundation gap can't close in 4 weeks (vendor dependency, missing access) OR NP Δ stays negative 60 days after paid launch
Bellwether: Premier Dental · Statesboro — GPG2-F. -104 NPs, Lead→Hyg 6.0 (GREEN), Web 53.5, GBP 74.2, Org Δ -49.5%, paid $406/mo. Textbook A1 sprint, then reactivation + B1. Kim Miller ROD. Weeks 1-4 close the foundation; Weeks 5-8 push paid to $2,500/mo. Target: 350+ NP/mo run-rate by Month 3.
The rank-order for Week 1 diagnostic
When a GM opens a -F practice profile, work the foundation gaps in this order (biggest lever first):
- Conv% instrumentation — without this you cannot see the funnel. If PL is available, this comes first.
- GBP — highest impact on organic traffic and click-to-call
- Website — conversion depends on this
- Neurality — captures leads outside business hours
- Organic SEO / backlinks — longest-tail, slowest to move; run last
GREEN · SP L1 RGE Cycle SPG4 / SPG5 / SPG6 — PRD in seat
A Practice Referral Director is in place, so the referral engine can run. GP referrals, not consumer new patients, are the lever. SPG4 (all three metrics down) starts with a Referral Lab pipeline audit before any outreach. Referral direction is the Q3 2025 → Q3 2026 Referral Lab window — the same one the PRD Dashboard reports. SPO* offices are RED — hire the PRD first.
Play L1 · RGE CYCLE (referrals, not new patients)
- Deployment audit — is the RGE template already live for this specialty office? Check aiken-augusta-rge-master, Bowman, Woodyard, Beaches for pattern reference.
- GP referral pattern baseline — who referred in the last 12 months, how many, dormant referrers (30/60/90-day). Data from Modento or internal reports.
- Cycle 1 outreach — case-study one-pager for top 20 potential GP referrers within specialty's catchment; AI-drafted, specialist-reviewed. Delivered via personalized email + follow-up.
- Advanced Care ROI positioning — internal SGA GPs get an AC investment case-study tailored to the specialist's procedures.
- Cycle 1 measure — net-new referrals attributable to outreach within 60 days.
- Cycle 2 iterate — refine list, refresh content, expand catchment if referral flow is materializing.
- Reactivation lists — dormant referrers (no referral in 90+ days) get a light-touch re-engagement email.
Success metric
Net-new referral cases per specialty office. Not new patients — referrals.
Owner
PRD + Jayme Monroe run the engine; RODs Mezick / Riall / Thiede on capacity; Ops owns acceptance workflow and PRD hiring for SPO offices
Timeline
90 days per cycle; continuous iteration
Escalate if
Cycle 1 produces zero net-new referrals OR RGE template deployment blocked on tooling
Not this play's job: broad-market NP acquisition through paid or GHL LPs. That is a General Dentistry motion; specialty offices grow through referrals. If a specialty office has capacity that GP referrals can't fill, that is a conversation with Ops about panel size and referral pattern, not a paid-media decision.
RED C1 Hold · Reroute · Pre-position GPO* / ACO* / SPO* / *O-ND
Ops holds the practice: hygiene booked out past 14 days, no PRD in a specialty office, or no data. Marketing does not push demand. If Ops flags a RED practice as a Growth Opportunity while it is still RED, that is a definitional bug — send it back with the lead-day data.
Play C1 · HOLD + reroute + pre-position
- Confirm current Lead→Hyg on the Classification v2 table — still > 14 days? (SP: still no PRD?)
- If still elevated — escalate the Growth Opportunity flag back to Ops with the lead-day data. Do not run any of the paid plays.
- Reallocate current paid — use Google Ads MCC to shift budget to the nearest GREEN sister practice in the same region. Preserves marketing spend, doesn't burn it on booked-out capacity.
- Reactivation-only campaigns stay active — existing patients coming back are absorbed by hygiene; no new-patient acquisition until Lead-days drop.
- Track Workday hiring — if the practice has open doctor or hygienist reqs, note the expected start date and pre-position demand for +30 days after start.
- Flip to GREEN — Lead→Hyg ≤ 14 for 60 consecutive days (or PRD start date for SP). The code changes and the play for the tier fires.
Success metric
Lead-days trending down; NP throughput maintained; no paid spend wasted
Owner
Ops primary (staffing, scheduling); GM supporting (reactivation, spend hygiene)
Timeline
Continuous monitor; flips GREEN after 60 days at Lead→Hyg ≤ 14d (or PRD start)
Escalate if
Ops flags a RED practice as a Growth Opportunity while Lead→Hyg is still > 14d — that's a definitional bug, kick back to Karen's team with the data
GM Office Hours — the training scaffold
Yesterday's conversation flagged this directly: "It's going to take some time working through with them, like, okay, let's read this practice together. It's going to be uncomfortable for them and they're going to learn through watching us." Real cadence:
Cadence
- Weekly, 60 minutes, standing on the calendar
- 4 GMs per session, 15 minutes each
- Each GM cycles through every 3-4 weeks
- Retire mandatory attendance at 90 days per GM if 10+ practices run solo without escalation
Format per GM
- GM opens 2-3 of their Ops-flagged practices in the Toolbox
- Reads the scorecard aloud: metrics, bucket, current play, task queue
- Amy or marketing lead asks: does the play match the practice? What's the next task? What's the escalation trigger?
- Confirm the play or debate it (rarely) — document any bucket-boundary case for future rule tightening
- Next GM
Reading the code is the skill. The code + play are outputs of the data pipeline. The GM's job during Office Hours is to see the pattern: GPG3 + low spend = B1. Any -F = A1 first. Any O = hold. Once they can read this at a glance for their own practices, they don't need Office Hours.
Suggested Office Hours script
GM: This is [Practice Name]. The Ops flag fired [reason] on [date].
The code is [e.g. GPG2-F], based on:
- Lead→Hyg [X] days
- Lead→Dr [Y] days
- Web score [Z], GBP score [W]
- Current paid [$M/mo], Conv% [either N% or unmeasured]
The code maps to Play [A1 / B1 / B2 / B3 / L1 / C1] because [-F / tier / spend / class].
My task queue for this practice is [list first 3 tasks].
The success metric is [X NPs at ≤ $Y CPL by day Z].
I'll escalate if [specific trigger].
[Any question or concern the GM has about the play or execution]
Escalation matrix
When to loop back — and who to loop in.
To Ops
- RED practice flagged as Growth Opportunity while Lead→Hyg still > 14d (definitional bug)
- Hiring req filled but capacity signal never materializes at Day 60
- Foundation sprint blocked by lack of access (OM won't confirm hours, provider list, etc.)
To Marketing lead (Amy)
- Day 14 CPL > $60 on a fresh Play B1 launch
- Foundation gap can't close in 4 weeks (vendor dependency, missing access, budget)
- Code looks wrong (an AC office classed GP, an SP with a PRD showing RED, a -F that's already fixed)
- New play needed for a case the five don't cover
To Specialty team
- SPG office needing RGE deployment or Referral Lab access
- Cross-referral pattern between specialty and General Dentistry practices needing coordination
- Advanced Care ROI positioning for internal GP outreach
To Wyatt (Web) / Korinne (GBP) / PL team
- Web score fix — Wyatt's web-dev kit, per-practice
- GBP optimization pass — Korinne's access matrix
- PeerLogic deploy — SGA East/West coordination
What still has to be wired
Half of this is live. The wiring between Ops and the GM queue is the gap.
| Piece | Status | Owner |
|---|---|---|
| Classification (all 250) | Live at Classification v2 and Marketing Plan 250; Sarah's NP-99 diagnostic unchanged | Marketing |
| Practice profile / snapshot | Exists; being repositioned as "Practice Profile" per 9/25 Toolbox conversation | Amy + Sarah |
| Task queue (sga3p) | Live and working | Scott / Dakota |
| Ops trigger definitions (§Triggers) | Not aligned — needs Karen sign-off | Ops + Amy |
| Daybreak → Toolbox flag pipe | Not built — needs SSO alignment first | Scott + Brooke |
| Play → task template library | Not built — six templates (B1, B2, B3, A1, L1, C1) + AC service-line add-on need drafting in sga3p | Amy + Dakota |
| GM Office Hours | Not scheduled | Amy |
| 30-day re-classification cron | Manual today; automated cron pending | Marketing + Data |
Wednesday agenda with Scott and Karen: the Ops trigger definitions and the Daybreak → Toolbox flag pipe are the two things that turn this playbook from a document into a working system. Get those two aligned and the GMs have a functioning queue in 30 days. Everything else is templates and cadence.