Practitioner Systems — White-Label & Lead-Gen
A separate project from Find Natural Ways: instead of being the brand, we sell the system to licensed practitioners. Two products at two price points — a cheap lead-gen trial and a full AI install. Built from the Strategic Health Guides teardown.
The thesis: practitioners already own what we legally can't have — a credential, a clinical voice, and a supplement dispensary. They don't want content; they want patients. We build them the exact funnel that's already proven to work (free guide → AI coach → membership), branded as them, with leads flowing into their CRM. We keep the platform; they keep the trust.
A Different Business — Not Just Another Version
| Level 1 · Find Natural Ways (B2C) | Level 2 · Practitioner Systems (B2B) | |
|---|---|---|
| Customer | Health-conscious consumer | Chiropractors, functional med, hormone clinics |
| Face of the brand | Us (evidence-researcher voice) | Them — their name, license, photo, voice |
| How we get traffic | SEO + Meta ads + YouTube | Direct sales: outreach, referrals, demos |
| Revenue shape | Small transactions compounding ($14.99, $19.99/mo) | Setup fees + MRR + rev share (fewer, bigger checks) |
| Sales cycle | Impulse / same-session | Days to weeks — relationship sale |
| Compliance owner | Us — strict educational framing | The practitioner — they review and sign off content |
| Failure mode | Traffic doesn't convert | Leads don't book → practitioner churns |
| What we reuse | — | Everything: guides, coach code, funnel templates |
Separate launches, separate testing, separate KPIs. Product A is a lead-gen service business. Product B is an install/SaaS business. Run them as two different projects — because to the customer, they are.
Product A · Lead-Gen Starter (the cheap trial)
No AI. No membership. No platform. Just a lead machine a practitioner can try without betting their practice on it. This is the "low-cost system to try out" — its job is to prove we deliver patients, then sell them Product B.
What it is
- One landing page per practitioner: their niche topic, their photo + credential, free guide opt-in
- One free guide (PDF), 25–40 pages, authored in their name on their specialty topic — positioned for one specific audience with a named pain point and a 7-day quick fix (see the standard below)
- Email + SMS automation in their GHL: instant delivery, 5-day nurture, re-engage sequence
- Booking link to their calendar (GHL calendar or Calendly) on every page + every email
- Monthly lead report: leads, opens, bookings — one page, proof it works
- Optional ad management: $300–$500/mo ad budget managed by us (Meta lead ads → the guide)
What it deliberately is NOT
- No AI coach — nothing to maintain, nothing to explain
- No membership, no logins, no payments — zero billing complexity
- No multi-tenant platform — every install is one static page + one GHL snapshot
- No content liability beyond one practitioner-reviewed PDF
The point of A is a fast, cheap, provable win. If leads book appointments, trust is earned and B becomes obvious.
The guide positioning standard (applies to every guide we author — A and B): topic-titled research dumps ("Your Complete Guide to Cortisol") are what her catalog does — and it's why the content reads like a textbook instead of a fix. Every guide gets positioned first: one specific audience (the practitioner's actual patient — "working moms 35–55 who crash at 3pm," not "anyone with fatigue") · one named pain point in the reader's own words on page one · a quick fix in ≤7 days delivered on pages 3–5, before the research · a transformation date in the title — [N]-Day [Quick Fix] for [Audience]: "The 7-Day Energy Reset for Exhausted Working Moms." First page = pain headline + subhead + pain story + the days-ladder spread (Days 1–7 quick relief · 8–30 the real change · 31–90 full protocol). The deep research follows — it justifies the value, it isn't the hook.
1 · Topic picked (their specialty + our keyword data)
→
2 · Free guide in their name
→
3 · Landing page + GHL automation
→
4 · Ads / SEO / their own list
→
5 · Leads → booked consults
Product A — 10-Day Build (per practitioner)
Tag legend: Hermes agent-built Both agent drafts, practitioner reviews Manual practitioner or your hands.
- A1 Topic selection: their specialty × our keyword gem list (hormone clinic → perimenopause; chiro → sciatica / back pain) Hermes
- A2 Guide draft: positioned first (one audience, one pain point, 7-day quick fix, dated title), then 25–40 pages in their name, same anatomy (protocol tables, provider questions, disclaimers) Hermes
- A3 Practitioner review + sign-off on every claim and table Manual
- A4 Design pass: their logo, colors, photo, credential line on cover + every page footer Both
- A5 Landing page live (their domain or a branded subdomain) Both
- A6 GHL snapshot: delivery email, 5-day nurture, booking CTA on every touch Both
- A7 Calendar + booking links wired and tested end-to-end Manual
- A8 Tracking: GA4 + Meta pixel + lead events Both
- A9 30-day pilot plan: $300 ad budget, target 10–20 leads, weekly check-in Both
- A10 First monthly report template ready before launch day Hermes
Product A — Pricing
$497–$950
Setup (guide + funnel build)
$97–$149
Per month (hosting, updates, report)
+$300–$500
Optional ad management / mo
10–20
Leads / month pilot target
Pilot-first pricing: the first 2–3 practitioners get A at half price (or free build + full monthly) in exchange for a testimonial and a case-study interview. Their real-world numbers are the sales material for every practitioner after them. A lead at $50–$150 of local lifetime value is a bargain for them — one patient visit typically recoups the entire month.
Product B · Full Install (the real business)
The complete AI Guide & Coach System, branded to the practice. This is the Find Natural Ways engine with their name on the cover — guides, AI coach, membership, dispensary links, trackers, video scripts.
What the practitioner gets
- Branded guide library in their name — their credential, their foreword, their voice. Launch with 1 complete guide, add one every 4–6 weeks. Every guide carries the positioning standard: one audience, one pain point, a 7-day quick fix on the first pages, a dated transformation title — the library should feel like a set of quick fixes, not a set of textbooks
- AI coach trained on their guides — the same proven one-prompt-per-message design, with the quota-as-upsell counter
- The full funnel: free guide → 30-message coach trial → $19.99/mo membership (their pricing)
- Their dispensary links (Fullscript or equivalent) in every guide — their existing 10–30% backend revenue
- Leads + members in their GHL — check-ins, daily coach nudges, and intake data all under their name
- Video scripts per guide chapter for their own channel — or our faceless production service
- Monthly dashboard: leads, members, coach usage, MRR
What we keep
- The platform: templates, coach code, funnel, tracker system — built once, cloned per tenant
- The content production engine (guides authored in days, not months)
- Setup fee + monthly platform fee + optional rev share
- The pitch asset — the teardown: "here's what a $19.99/mo AI coaching funnel looks like"
Why it converts where cold outreach fails: the practitioner gets to be the credential. The "clinical voice" conversion device — the one thing we can never use — is authentic in their hands. And the guide funnel feeds their exam room, which is worth more to them than any content business.
Product B — 20-Day Install (per practice)
- B1 Kickoff call: specialty, topics, dispensary, brand assets, voice recording for tone Manual
- B2 Tenant setup: Convex tenantId, Clerk org, theming tokens, subdomain Both
- B3 Guide #1 authored in their name (full anatomy quality bar) Hermes
- B4 Practitioner review + sign-off (their license, their approval) Manual
- B5 Coach configured: their guide text + guardrails + their referral language ("call the office at…") Both
- B6 Free-guide funnel: landing page, confirmed page auto-opens coach, 30-message trial Both
- B7 Membership + Stripe (their account, invoiced; or our account with rev share reporting) Both
- B8 Dispensary plan links embedded in the guide + coach answers Both
- B9 GHL integration: leads, members, daily nudges routed to their CRM Both
- B10 Trackers live: check-in, symptom list (from their guide), supplements Both
- B11 28-day email challenge in their voice Both
- B12 Video script pack: 6 long-form + 12 Shorts from their guide Hermes
- B13 Compliance pack: disclaimers, review log, sign-off record Both
- B14 QA: real purchase test, coach quota test, mobile, email deliverability Manual
- B15 Launch + training session (60 min): how to read the dashboard, how to answer leads Manual
Product B — Pricing
$2,500–$4,000
Install (platform + first guide)
$299–$499
Per month platform
10–20%
Optional rev share
+$500
Per additional guide
Anchor the monthly against what it replaces: a single new patient visit is often worth $200–$600 to the practice — the platform pays for itself with 1–2 patients a month. Rev share is optional and only worth it for practices that push membership hard; flat monthly is simpler and more predictable for both sides.
The A → B Ladder
A: cheap lead-gen trial
→
Proven leads & booked patients
→
Trust + case study
→
B: full AI install
→
More guides + rev share
- A is the sales motion for B. Every A client is a warm B lead who has already seen us deliver.
- Upgrade credit: apply 100% of their last 3 A months toward the B install fee — removes the "I already paid" objection.
- One contract, two phases: scope A as "Phase 1" of the engagement so B feels like the natural next step, not a new sale.
- The guide from A becomes guide #1 of B — their A asset is never wasted.
Go-To-Market
Week 1 Build the demo on ourselves
Find Natural Ways is the demo — a live, working version of exactly what they get. Nothing sells like "go click around this site; yours will look like this with your name on it."
Week 2 20 targeted outreaches
Local + niche: chiropractors, functional medicine, hormone clinics, naturopaths. Channels: warm intro (Waves of Wellness is pilot candidate #1), Instagram DMs to practitioners with active socials, and local Facebook groups. Offer: "free lead-gen pilot, 30 days, you only cover the ad budget."
Week 3–6 Pilots 1–3
Ship Product A for 2–3 practitioners at pilot pricing. Weekly check-ins. Goal: real booked-patient numbers on paper.
Week 7+ Case studies → paid
Turn pilot numbers into the sales deck. Every practitioner after the pilots pays full setup. The case study writes the copy: "Dr. X got 17 leads and 6 booked consults in 30 days."
The Pitch (in one breath)
"There's a site selling $19.99/month AI health coaching — on paid ads, with an empty lead magnet and half the catalog unfinished. The model works; the execution is beatable. We build you the complete version: a guide in your name, an AI coach trained on it, and a free-guide funnel that puts leads straight into your calendar. It's live in two weeks. Your credential does the selling — we just build the machine."
Sales assets: (1) the teardown (proof the model is real and mapped), (2) Find Natural Ways (the live demo), (3) pilot case studies (the proof). Never sell AI. Sell patients.
Tech Stacks
| Layer | Product A · Lead-Gen Starter | Product B · Full Install |
|---|---|---|
| Hosting | Cloudflare Pages (one static page per practice) | Cloudflare Pages (one app, tenant subdomains) |
| Content | One PDF in R2 | Guide library in Convex + PDFs in R2 |
| CRM / email / SMS | Their GHL (snapshot import) | Their GHL (webhook per tenant) |
| Booking | GHL calendar or Calendly | GHL calendar + in-app leads |
| Logins / payments | None — that's the point | Clerk orgs + Stripe per tenant |
| Database / backend | None | Convex, multi-tenant (tenantId on every table) |
| AI | None | Same one-prompt-per-message coach as Find Natural Ways |
| Tracking | GA4 + Meta pixel + lead events | GA4 + Meta pixel + Purchase events per tenant |
| Build cost | ~Zero (template + snapshot) | One-time multi-tenant work, then clone |
Same keep-it-dumb rules: no RAG, no vector DB, no custom servers. Product B's AI is the same 30-line function with a
tenantId added to every query. Multi-tenancy is a data-scoping problem, not an architecture rewrite. Product A intentionally has zero moving parts — a static page can't break at 2 AM.Compliance
- The practitioner owns the clinical framing. Their name, their license, their sign-off on every guide and every protocol table before it ships. We keep a signed review log per install.
- Our contract says: educational content, practitioner-reviewed, no disease claims beyond what they approve, standard disclaimers on every surface.
- The AI coach carries the same guardrails as Find Natural Ways — never diagnoses or prescribes for the individual, always routes to a real clinician, and in white-label mode it can route to their office ("call the practice at…").
- We stay on the platform side of the line: we build and host the system; the practice provides the clinical authority. That separation is permanent and it's written into the agreement.
Testing & Scaling
Product A tests (lead-gen business)
| Test | How | Success looks like |
|---|---|---|
| Which free-guide topic converts for which specialty | Same budget, two topics, 30 days | Cost per lead < $15 and 20%+ booking rate |
| Ad hook wording | "Normal vs optimal" vs symptom-checklist hooks | Winner gets 80% of budget within a week |
| Lead-to-booking friction | Booking link placement: page vs email 1 vs SMS | Bookings per 10 leads up; measure, then standardize |
Product B tests (install business)
| Test | How | Success looks like |
|---|---|---|
| Which specialty buys | 3 pilot deals across chiro / functional med / hormone | One specialty converts → niche down on it |
| Pricing | $299 vs $499/mo across first two paid installs | Neither churns at 90 days |
| Rev share vs flat | Offer both in pilots | Whichever makes us more per practice at month 6 wins |
| Member activation | Free guide → coach started rate per tenant | 40%+ = the funnel works; below = fix their confirmed page |
Scaling the whole thing
3 pilots (free/half)
→
3 paid A installs
→
2–3 B installs
→
10 practices → templates + referral engine
Unit economics to aim for
- 20 A clients × $129/mo = $2,580 MRR + $10–20K/yr in setup fees
- 10 B clients × $399/mo = $3,990 MRR + $25–40K in install fees
- Combined at scale: $6–7K MRR on a stack that costs ~$15/mo + AI usage to run
How it scales without drowning
- Template everything: guide skeletons, GHL snapshots, install checklists — each install gets shorter (20 days → 10)
- Referral engine: practitioners know other practitioners; one referral bonus month beats any ad channel
- Self-serve onboarding later: at 10+ practices, build the tenant signup flow so installs need almost no custom work
- Niche down: one specialty done 10 times beats 10 specialties done once — the topic picks, guides, and ad hooks all get reused
Takeaway: Product A wins the relationship with a machine that can't break; Product B monetizes it with the exact engine we already built for Find Natural Ways. The practitioner supplies the one ingredient we can't buy — authority — and gets the one thing they can't build — the machine. Everything else is templates.
Built from the Strategic Health Guides teardown · companion plan: Find Natural Ways (B2C launch) · informational planning document — not medical advice