Marketing Foundations · Friday Ask

2.7× the coverage. Less spend.

$346K today covers marketing tech for 91 Gen4 locations only. $278K over Sep 26 → Aug 27 covers all 248 locations on one consolidated stack — Promo Republic + GoHighLevel. $178K steady state once contracts sunset.

It gets worse before it gets better. We need to walk the transition.

Amy McNeill · VP of Field Marketing · Aug 15, 2026

Before / After · The Consolidation

Same functionality · 2.7× the coverage · less money

Today · 91 Locations
$346,318
Gen4 on Swell + Yext + Promo Social + GHL + MSP · 5 vendors
→
Sep 26 → Aug 27 · 248 Locations
$278,562
Promo Republic + GHL + MSP (retires Feb 27) · 2 vendors + wind-down
→
Steady State · 248 Locations
$178K
$14.8K/mo · Promo Republic + GHL only
Layer Today (91 Gen4 only) 12-mo cost Proposed (248 all) Year 1 cost Δ vs today
Reputation Swell · $119.78 × 91 $130,800 Promo Republic · $16 × 248 (Gen4 Jan 27 →) $41,792 −$89K
Social Promo Social · $17 × 91 $18,564 Promo Republic · $17 × 248 $50,592 +$32K (157 new)
Listings Yext/Yelp · $23.87 × 91 $26,066 Promo Republic · $20 × 248 (Gen4 Jun 27 →) $43,140 +$17K (157 new)
CRM GHL Base + 27 practices (agency $150 elsewhere) $14,888 GHL Base + 248 practices $20,868 +$6K (221 new)
Website / SEO MSP · $173.33 × 75 (Gen4) $156,000 MSP wind-down · retires Feb 27 $65,000 −$91K Yr1
−$156K/yr Yr2+
Portfolio total $346,318 All 248 locations · one integrated stack $278,562 −$68K
$36.6KSep 26
$36.7KOct 26
$36.8KNov 26
$36.9KDec 26
$27.6KJan 27
$14.7KFeb 27
$14.8KMar 27
$14.9KApr 27
$15.0KMay 27
$14.7KJun 27
$14.8KJul 27
$14.8KAug 27

Worse before better: Sep–Dec 26 runs ~$37K/mo (Gen4 double-billing on Swell + Yext + MSP while SGA/MODIS onboards Promo Republic). Feb 27 = the cliff: MSP retires, monthly drops 60%. Steady state Jun 27+: $14.8K/mo = $178K/yr. Window: Sep 2026 → Aug 2027. Source: vendor-pricing-matrix-2026-08-04-v5-DM_EDITS.xlsx

Return on Stack

Three value pillars · $2.77M new-patient value + $140K savings on $121K stack cost

Promo Republic
Rep + Listings + Social · 157 SGA/MODIS incremental · Gen4 91 already has Swell / Yext / Promo Social
7× ROI
$733K value/yr $100K cost/yr · 157 × $53 × 12
Anchor: PeerLogic actuals (May 2026, 85 practices): 63.8 NP appointment calls/practice/mo · 39.5% NP conversion. Industry-standard call lift from NAP consistency + Google visibility = 2% (Amy on the call). Math: 157 × 63.8 NP calls × 2% × 39.5% conv × $769 APV × 12 = $733K/yr.
GoHighLevel
Adding GHL to 221 new locations · 27 already live · form response, not missed calls (Neurality)
99× ROI
$2.09M value/yr $21K cost/yr
Two drivers: (1) Cost savings $48.6K/yr — retire agency CRM fees on 27 practices at $150/mo → covers full $21K GHL cost 2.3×, GHL pays for itself before any NP value. (2) Speed-to-lead + SGA-owned reporting → 1 additional NP/mo per new location: 1 × $769 APV × 221 × 12 = $2.04M/yr, pure upside. Research: 5-min response = 21× more likely to qualify vs 30-min (HBR/Oldroyd) · industry avg today = 42 hrs.
MSP Retirement
Website/SEO contract retires Feb 2027 · Don's build absorbs
Cost savings
$91K Yr1 · $156K/yr Yr2+ $13K/mo contract retires
Anchor: $13K/mo MSP contract runs Sep 26 → Jan 27 (5 mo × $13K = $65K spent in Year 1 window). Retires when Don's headless CMS ecosystem is live. Full $156K/yr falls to bottom line starting Feb 2027. Site-speed conversion lift = upside not modeled.
Combined · Year 1
$2.77M new-patient value  +  $140K cost savings ($91K MSP + $49K GHL agency)  ·  $121K stack cost/yr (PR 157 $100K + GHL $21K)
All value anchored on $769 Annual Patient Value (Dental Intel median, 216 SGA practices) and 39.5% NP call conversion (PeerLogic May 2026, 85 practices). GHL calc excludes missed-call recovery (owned by Neurality).

Conservative — Promo Republic value only counts the 157 SGA/MODIS practices getting these tools for the first time (Gen4 91 already has Swell/Yext/Promo Social). GHL NP-value formula uses 221 new locations (excludes the 27 already live) at just 1 additional NP/mo — a ~0.15% lift on a 400-800/yr NP baseline. MSP Yr1 captures 5 months of the $13K/mo savings ($156K/yr Yr2+).

GBP Bad Debt · Why SGA East can't wait

1,159 unresolved findings · 156 SGA East/Specialty/MODIS practices · 72 below C

Total Findings
1,159
7.4 per practice · 156 audited
Priority 1 · Missing
450
Full point loss on the GBP audit
Manual · No source of truth
467
Auditor can't verify → Promo Republic fixes systemically
Median GBP Score
71 / 100
72 practices grade D or F · vs SGA West median 91

Priority 1 gaps · what actually gets fixed (156 non-West practices)

Category Priority 1 Who resolves
NAP (name/address/phone/hours/website) 63 Promo Republic
Description (present, length, city, CTA) 40 Promo Republic
Photos (volume + quality) 6 Promo Social
Category (dental-relevant + secondary) 2 Promo Republic
Appointment (Reserve w/ Google, booking, scheduler) 338 Neurality (separate track)
Promo Republic addressable · Priority 1 111 + 415 MANUAL findings collapse when PR becomes source of truth
Grade distribution · 156 non-SGA-West vs 74 SGA West audited
17
A (90+)
36
B (80-89)
31
C (70-79)
55
D (60-69)
17
F (<60)

72 non-West practices are D or F. By contrast, SGA West audited (74 practices, already has Swell/Yext/Promo Social) has median score 91 · zero F's · only 7 D-or-F. SGA West with the tools = our A-average control group. The proof these tools work is inside our own network.

The bad-debt story

467 MANUAL findings = no source of truth today
NAP MANUAL: 275 · Description MANUAL: 140 · Appointment MANUAL: 48. The auditor can't automatically verify because we don't own the canonical listings data. When Promo Republic becomes the system of record, ~415 of these findings collapse to "verified" overnight.
Manual remediation cost · 2-3 people, 2-3 months
~580 Promo-addressable findings × 20 min avg fix (log in, edit, verify propagation across 200+ directories) = ~195 hours = 5 person-weeks per full cycle. Realistic path without a platform: 2-3 people for 2-3 months to reach baseline across the East side. Then continuous work forever — Google adds fields, hours shift, staff turns over.
Promo Republic · one-time setup replaces the recurring drag
Centralized source of truth for NAP + description + hours + categories, pushed to 200+ directories (Google, Yelp, Health Grades, Bing, Facebook, Apple, more). Practice edits happen once and propagate automatically. Social posts + photo pushes handled in the same platform. The 2% call lift on Slide 3 is how this bad-debt reduction shows up as new-patient value: $733K/yr for the 157 SGA/MODIS locations getting this for the first time.

Source: docs/audits/gbp-audit rollup 2026-07-22 · filtered to Business Unit ≠ SGA West via Master Crosswalk API · 156 of the 157 non-West practices audited (deterministic GMB-only, May-Jul 2026). SGA West control group (74 audited): median score 91 · zero F's · 7 D-or-F.

Rollout · One Timeline

No contract breakage · scorecard live Sept 5 · steady state June 2027

Workstream
Sep–Dec 2026
Jan–Apr 2027
May–Jul 2027
Aug 2027+ steady
Promo Republic — SGA + MODIS (157)
Onboard Sep–Nov
Live
Live
Live
Promo Republic — Gen4 Rep (91)
Swell runs · sunsets Dec
Migrate Jan
Live
Live
Promo Republic — Gen4 Listings (91)
Yext runs
Yext runs · sunsets May
Migrate Jun
Live
GoHighLevel — form response · all 248
Rollout begins Nov 2026
Live
Live
Live
Patient Funnel scorecard
Sept 5 launch · 20 Focus → Q4 all 248
Monthly to ROD + GM
Monthly
Monthly
MSP (Gen4 web/SEO)
Runs · $13K/mo
Retires Feb 27
Helpdesk ecosystem
Intake form live · sga3p routing
Live · 24hr SLA
Live
Live
Sep–Dec 26 · $37K/mo
Transition period. Gen4 runs Swell + Yext + MSP while SGA/MODIS ramps Promo Republic. No vendor cliff.
Feb 27 · Drop to $14.7K/mo
MSP retires. Single biggest cost cliff in the plan. 60% below peak transition month.
Aug 27+ · Steady state
Yext sunset complete Jun 27. All 248 on Promo Republic + GHL. $178K/yr run-rate — $168K/yr less than today.
The Ask

What Karen approves Friday

# Decision Type $ / commitment Owner if approved
1 Promo Republic (4 layers) + GHL rollout across 248
Phased on Swell (Dec 26) + Yext (May 27) sunsets · MSP retires Feb 27 · GHL starts Nov 2026		 ASK $278K · Sep 26–Aug 27
→ $178K/yr steady state · $68K less than today across 2.7× the locations		 Amy · Dakota · Growth Managers
2 Commercial term posture — 24-month vs 12-month on Promo Republic
Roxy: 24-month locks in current pricing + better service economics (Listings cleanup, onboarding, ongoing support) + phased rollout flexibility · 12-month = +7% price premium		 ASK Recommend 24-mo
Saves ~$9.5K Yr1 · ~$11K/yr steady · ~$22K over the term		 Amy · Roxy (Reputation.com)
3 Sept 5 Patient Funnel scorecard launch
20 Focus Practices → network-wide by end of Q4		 Endorsement No new $ Amy · Dakota · Scott
4 Helpdesk ecosystem model
Intake → sga3p → Web Dev / Studio / Growth Manager routing · SSO-gated intranet		 Endorsement No new $ Amy · Growth Managers
The Karen headline: $346K → $278K over Sep 26–Aug 27 · $178K/yr steady state. Same functionality, 2.7× the location coverage, less money. Not a new spend — a consolidation of what Gen4 already pays across the whole network. The 24-month commit adds another ~$22K in savings over the term and gives Roxy room to improve Listings onboarding + service economics.
SGA Dental Partners

Thank you

Amy McNeill  ·  VP of Field Marketing  ·  amcneill@gen4dental.com

Source: vendor-pricing-matrix-2026-08-04-v5-DM_EDITS.xlsx · Companion decks: sga-growth.dev/reports/patient-funnel-project/

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