Plan version

v2 is the live plan with FINAL locked copy (17 July). Sidebar customisation is confirmed in. v1 kept for reference.

Launch strategy · growth plan v2 · FINAL copy locked 17 July 2026

You grew. We grew with you.

Copy is locked. The 2.0 name is confirmed (Callum + Jamie, 16 July), the sidebar is back in as a customisable, contained panel, Reporting has become Insights, and the beta tag drops on the 21st. Execution is feature-led in app and in email, story-led on social and PR. Michaela is refining the carousel from locked copy and editable SVG mockups; Callum locked the video scripts. Everything below matches the locked set.

21 Julylaunch day, fixed

7what's new items

4audiences

1story: growth

What changed, and why this plan exists

The reveal collapsed

Scribe V3 launched a month ago and is already at 100%
Insights (formerly Reporting) and the billing list have been in beta for a while
Workflows and two way SMS were already out
Reversed 16 July: the sidebar ships after all, deliberately subtle. Same dark aesthetic (it changes again when brand lands), now a rounded, contained panel tied to the new canvas treatment. Reading and form surfaces get a comfortable max width; data-dense surfaces stay full width. Customisable navigation (reorder, hide) is the new delighter. No functional changes, nothing to relearn

Net effect: the visible change on the 21st is real but modest, framed as "make it yours", never as a redesign. The growth story still carries the launch; the sidebar is the bonus line, not the lead.

The pivot

The launch becomes a milestone, not a reveal. A growth story is stronger for this exact scope: it does not claim novelty, it claims trajectory. Features that have been landing steadily stop being a weakness and become the evidence.

Sources: Callum's messaging kit (the journey ladder, the back office thread, the honesty check) and Michaela's brand thread: supporting you every step of the way, and the seeds of growth story, which is about helping people start small, grow with confidence, and keep investing in what they are building.

The narrative

The campaign, in Callum's words

You grew. We grew with you.

We've watched clinicians who started solo grow into 10 and 20 person practices. That's your work, your care, your reputation. We're proud Carepatron got to grow alongside you, and 2.0 is us keeping up: the platform for the practice you've become.

Three rules that keep it honest

Solo practitioners are the majority of the base. Growth reads as a path they are on, never a pivot away from them. Whether it's just you or a team of twenty.
Empowering, not saviour. The practitioner is the hero; Carepatron is the quiet enabler that kept up.
The investor read stays emergent. A platform growing with its customers is exactly the story an end of year raise wants, and it only works if the copy is written for customers. Investors draw the conclusion themselves.

Decided 17 July: named customer stories are out of the launch comms entirely. The locked assets are feature-led, with the growth frame doing the narrative work; the story register lives on social and PR. Customer stories become sustain-phase upside if permissions ever land, nothing at launch depends on them.

Messaging house

One campaign line, one support line, and a journey ladder that maps the five launch features to the five stages of a growing practice. This is the single best set, synthesised from three drafts: Claude, Codex GPT-5.6, and Callum's kit.

The campaign line, everywhere

You grew. We grew with you.

Carepatron 2.0: the platform for the practice you've become

The journey ladder: five stages, five features

Day one, solo

More time for care, from the first client. A briefing before the session, a live transcript during it, and a signable SOAP or DAP note when you're done. Free, and never trained on your data.

Carried by AI Scribe V3, already live

Your first hire

Bring on associates and trainees with confidence. Your team signs and submits their notes, and you review, approve or send changes from one queue, with an activity log keeping every step on record.

Carried by supervision, built in · never "co-sign" (matches help docs)

Taking insurance

Growth should not become a billing headache. The new billing overview shows where every appointment stands, all in one list, so nothing slips through. For US practices, managed billing takes claims end to end, credentialing included.

Carried by the billing overview · managed billing stays qualitative, US comms only

A real business

See the whole practice and decide what's next. Revenue, appointments and notes in one dashboard, compared against last period, plus a report library.

Carried by Insights (Dashboard + Reports) · beta tag drops on the 21st, not before

Building further

The platform opens up to the rest of your stack. Client endpoints first, with docs live at developer.carepatron.com.

Carried by the public API · announced on the 21st, client endpoints per the locked carousel

Plus one for everyone, before the ladder starts: Make it yours. Customisable navigation is the delighter every user can see on day one: reorder the tools you use every day, hide the ones you don't, and get a calmer workspace that stays out of your way.

Words we do not use

The sidebar is "make it yours" and "a calmer workspace", never "redesign", "new look", "rebrand" or logo language (brand changes again soon). "Reporting" is now Insights in every asset. No "under two minutes" and no "co-sign" (both cut in the locked copy). No "ask questions of a session's notes" until a help doc confirms Ask AI. Never "CND" externally. No deferred Scribe claims: AI suggested ICD-10 codes, multi session Ask AI, chapters, and auto executed actions are not at launch. RCM stays qualitative and US only, no recovery rates or hours saved numbers. No competitor names. No "biggest release ever". No em dashes. "Thanks", not "thank you". Never assume how long a customer has been with us.

Line bank, from Callum's kit

"Same Carepatron. Same price. A lot more practice." · "Everything you switched to another EHR for, supervision, billing, reporting, without leaving the tool your clinicians actually like." · "Focus on care. Your back office runs itself." (held in reserve as the durable positioning line beyond the launch window)

Locked 17 July: the 2.0 name and the beta-tag drop on the 21st were confirmed by Callum and Jamie on the 16th. API scope is client endpoints, per the locked carousel and Callum's video script. Supervision and Insights claims were verified against help articles 15420853 and 15688529 and Carlos's in-app screenshots. Remaining pre-send check: run the CAREPATRON2 code end to end in Stripe before Variant 2 stages.

Copy: FINAL, locked 17 July

One set, no variants. Reconciled against Michaela's locked carousel, Callum's locked video scripts, the two supervision help articles and the 14 July claims check. Copy buttons on every block.

Teaser email · all audiences · schedules tonight, Friday 17 July

Story led, no feature list, no offer. Staged as Customer.io broadcast 165 (template 630, sender support@). Final body below; Carlos schedules tonight.

You grew. We grew with you.Subject A
Built for the practice you're becomingSubject B
Something is growing at CarepatronSubject C

Body

You may be running your practice solo. You may have hired your first associate, started taking insurance, or built a whole team around your care. Every practice grows differently. And we have spent the past year building for every one of those steps. On Monday, it all comes together. Carepatron 2.0 arrives 21 July. You grew. We grew with you. Thanks, The Carepatron team

Launch email · Tuesday 21 July · 3 variants

Carepatron 2.0 is hereSubject A, default
You grew. We grew with you.Subject B
The platform for the practice you've becomeSubject C

Variant 1 · paying customers · no offer

You grew. We grew with you. Some of you are proudly solo. Some of you have hired a first associate, started taking insurance, or grown into a team of ten or twenty. That growth is your work, your care, and your reputation. Carepatron 2.0 is us keeping up: the platform for the practice you've become. [Hero image: seeds of growth, from Michaela] Make it yours Customise your sidebar: reorder the tools you use every day and hide the ones you don't, for a calmer workspace that stays out of your way. Same navigation, nothing to relearn. More time for care, from day one AI Scribe V3 is live and free. A briefing before the session, a live transcript during it, and a signable SOAP or DAP note when you're done. Edit inline and capture ICD-10 codes for billing. Your data is never used to train AI. Confidence for your first hire Supervision is built in. Your team signs and submits their notes, and you review, approve or send changes from one queue. An activity log keeps every step on record. Built for associates, trainees and provisional licensees. Billing you can actually see The new billing overview shows where every appointment stands, all in one list, so nothing slips through. {% if customer.country == "US" %} Insurance billing, off your plate Take on more insurance clients while our team handles your claims end to end, with credentialing included at simple, affordable rates. Book a walkthrough to see if it fits your practice. {% endif %} Your whole practice, at a glance Introducing Insights: revenue, appointments and notes in one dashboard, compared against last period. Plus a report library covering everything from outstanding balances to end-of-day totals. Built for what you build next Our public API is here. Build your own integrations and workflows on top of Carepatron, starting with client endpoints. The docs are live at developer.carepatron.com. Same Carepatron. Same price. A lot more practice. Everything arrives automatically, with no setup and no migration. And 2.0 is just the start. [CTA: See what's new] Thanks, The Carepatron team

Variant 2 · trials and free · offer close

[Same spine as variant 1, then close with:] One more thing. To mark the launch, you can get your first 3 months for $1 a month, until Friday 7 August. Or, if you are building for the long run, take 50% off your first 12 months on an annual plan. [CTA: Claim the launch offer] Thanks, The Carepatron team

Variant 3 · lapsed · reset trial, no offer yet

Subject: Your Carepatron trial has been reset You grew. We grew with you. Your practice may look different from the last time you tried Carepatron. Carepatron works differently too, where it counts: a free AI scribe that follows the whole session, supervision built in for growing teams, a billing overview that shows where every appointment stands, insights across the whole practice, and a workspace you can make your own. We have reset your free trial so you can see it properly. No card needed. Just log in. [CTA: Take another look] Thanks, The Carepatron team

Send rules: lapsed sends go only through MillionVerifier cleaned lists. The $1 offer for lapsed users lands in a follow up near trial expiry, not in this email. The offer code is CAREPATRON2 (created 17 July); test it end to end in Stripe before Variant 2 stages, and verify the 50% annual coupon separately before that line ships. The managed billing block renders only where country = US (the CIO attribute stores uppercase; branch equality is case-insensitive, Liquid == is not).

In-app modal · shows on login from 21 July

Same Lovable layout as before: hero image left, what is new right, one call to action. Michaela's seeds of growth visual replaces the UI screenshot that no longer exists.

Modal copy

Eyebrow: Carepatron 2.0 Headline: Built for the practice you're becoming Subhead: New tools for every stage of growth, whether it's just you or a team of twenty. Everything is already on, with no setup and no price change. What is new: · Make it yours: reorder your sidebar and hide what you don't use · AI Scribe V3, free: a briefing, a live transcript, a signable SOAP or DAP note · Supervision, built in: review, approve or send changes from one queue · The billing overview: where every appointment stands, one list · Insights: your whole practice in one dashboard, plus a report library · The public API, live at developer.carepatron.com {% if customer.country == "US" %} · Managed billing: our team handles your claims end to end, credentialing included {% endif %} Primary CTA: Explore Carepatron 2.0 [links to the 2.0 landing page or blog post, opens in new tab, dismisses on click]

Tracked responses: "2.0 Learn More" on the CTA. Staged as a draft in Customer.io for Carlos to enable, per the standing rule.

Founder post · Jamie's voice · LinkedIn, 21 July

This draft came out of the Codex pass nearly whole and it is the strongest single asset in the launch. The second to last paragraph is the solo guardrail, written as a belief rather than a disclaimer. Keep it.

Draft for Jamie

When we started Carepatron, we met clinicians who were doing everything themselves. They were caring for clients, writing notes, managing schedules, collecting payments and slowly building a reputation in their communities. Some are still proudly independent. Others have since hired their first associate, started supervising interns, begun taking insurance or grown into practices of ten or twenty people. That growth belongs to them. It comes from the quality of their care, the trust they earn and the decision to keep investing in what they are building. We had the privilege of growing alongside them. Today we're introducing Carepatron 2.0. It brings together the tools a practice needs at different stages: a free AI scribe, supervision built in, a clearer billing overview, insights across the whole practice, a public API, and a workspace you can shape around how you work. There is no assumption that every practitioner wants a large team. Growth can mean protecting more time for clients, running a steadier solo practice or feeling ready for a first hire. Our job is to support that path, every step of the way. You grew. We grew with you. Carepatron 2.0 is here. [link to landing page]

Breadcrumb posts · 17 and 18 July · Jamie or Callum

Breadcrumb 1 (Friday 17 July): Practices rarely begin with a team of twenty. They begin with one practitioner, a few clients and the decision to keep going. Something new is growing at Carepatron on 21 July. Breadcrumb 2 (Friday 18 July): Growth looks different for every practitioner. More time for care. A first hire. A clearer view of the business. A team built with confidence. You grew. We grew with you. Tomorrow.

Paid social and SEM · flips on 21 July

The carousel is FINAL: Michaela's 9-slide build (LinkedIn + Instagram, warm photographic cover, white UI-mockup cards, purple closer). Copy locked 16 July; editable SVG mockups handed over 17 July. Two versions: public social and a tactical paid cut, each with a US variant (slide 6 managed billing) and a non-US variant (slide 6 out). Three typos to fix in her build: "Done for your" is "Done for you" (6/9), "and your review" is "and you review" (4/9), "everyday" is "every day" (2/9).

Slide 1 · coverYou grew, we grew with you. Carepatron 2.0 is here, swipe to see what's new.

Slide 2 · Make it yoursThe sidebar, your way. Reorder the tools you use every day, hide the ones you don't, and get a calmer look that stays out of your way.

Slide 3 · Walk in prepared, walk out doneAI Scribe V3 is live and free. A briefing before the session, a live transcript during it, and a signable SOAP or DAP note when you're done. Plus, your data is never used to train AI.

Slide 4 · Confidence for your first hireSupervision, built in. Your team signs and submits their notes, and you review, approve or send changes from one queue. An activity log keeps every step on record.

Slide 5 · Billing you can actually seeEvery appointment, one view. The new billing overview shows where every appointment stands, all in one list, so nothing slips through.

Slide 6 · Insurance billing, off your plate (US only)Done for you, by our billing team. Claims handled end to end, credentialing included, at simple, affordable rates. Book a walkthrough.

Slide 7 · Your whole practice, at a glanceIntroducing Insights. Revenue, appointments and notes in one dashboard, compared against last period. Plus a report library.

Slide 8 · Built for what you build nextOur public API is here. Build your own integrations and workflows, starting with client endpoints. Docs live at developer.carepatron.com.

Slide 9 · closerYou grew, we grew with you. See what's new. [purple, logo composited]

Per the 16 July call, a "2.0 is just the start" roadmap teaser joins the deck: high-level themes only (improved workflows, AI concierge), nothing specific.

Meta primary text options

General: Your practice may begin with one practitioner and grow one considered step at a time. Carepatron 2.0 supports you from notes and scheduling to supervision, billing visibility and insights. You grew. We grew with you. Pain-point angle: Outgrowing your tools does not happen all at once. It starts with a second set of notes to review, another billing status to track, or a team that needs shared visibility. Carepatron 2.0 is built for the practice you're becoming. Retargeting, with offer: Take another look at Carepatron 2.0, built for every stage of a growing practice. Get 3 months for $1 a month until Friday 7 August, or 50% off 12 months annual. For trial, free and returning users. [Code CAREPATRON2]

SEM responsive search ad headlines

Carepatron 2.0 is here Built for practice growth From solo to full practice Free AI scribe for notes Supervision built in Practice insights in one view See every billing status 3 months for $1 a month

SDR talk track · seeding now, full pitch from 21 July

Before 21 July · the seed

"We're launching Carepatron 2.0 on the 21st. It is built around how practices actually grow: running solo, making a first hire, taking insurance, building a team. I'd be interested to hear which stage feels most relevant to you."

After 21 July · the pitch

Opener: "Carepatron 2.0 supports the practice you run today and the one you may be building next. You can start with scheduling, payments and a free AI scribe, then add supervision, billing visibility and whole practice insights as your needs grow. Everything arrives automatically, with no setup or migration." If they mention notes and admin time: "If notes are the main pressure, AI Scribe V3 prepares a briefing before the session, transcribes it live, and produces a signable SOAP or DAP note by the time you're done. It is free, and your data is never used to train the AI." If they mention team or visibility: "If the challenge is a growing team, supervision is built in: your team signs and submits notes, you review, approve or send changes from one queue, and an activity log keeps every step on record. And Insights brings revenue, appointments and notes into one dashboard." If they mention their existing tools: "Everything you may have switched to a bigger EHR for, supervision, billing visibility, insights, is now in the tool clinicians actually like using. And the public API is live, starting with client endpoints." US prospects, if billing admin comes up: "There is also managed billing: our team handles your claims end to end, credentialing included, so you can take on more insurance clients." Close: "We have reset your free trial, so you can take another look without a card. If it fits, there is a launch offer until Friday 7 August: 3 months for $1 a month, or 50% off 12 months annual."

Launch video · locked by Callum · Maddy or Emily to camera

Shot on iPhone + mic, UI layered in post. Two cuts: US (with managed billing) and non-US (that section out). Callum also adapted this into a shorter outbound version for prospects, with Carlos to review. The managed billing line is spoken in the US cut only.

Locked script

Hey everyone, I'm Maddy from Carepatron and today, we're launching Carepatron 2.0. From going solo to growing teams, we love hearing the growth stories from across the Carepatron community. So 2.0 is simple: help you grow and scale your care, without the busywork growing with you. Here's what's new. Make it yours. We've added the ability to customize your sidebar and hide what you don't use, so you get a calmer workspace. A new, free AI scribe. A briefing before the session, a live transcript during it, and a signable SOAP or DAP note when you're done. Supervision, built in. Your team submits their notes, and you review, approve, or send changes from one queue, with an activity log keeping every step on record. A billing overview that shows where every appointment stands, all in one list, so nothing slips through. For our US customers, managed insurance billing. Take on more insurance clients while our team handles your claims end to end, with credentialing included. Insights. Your revenue, appointments, and notes in one dashboard, plus a full report library. And finally, our new public API launches today, so you can build your own integrations and workflows on top of Carepatron. Try it today for free at Carepatron.com.

Creative plan

The direction is locked and with Michaela. Warm photographic covers, white cards carrying abstract, simplified UI mockups (the Heidi register, like the new website), the growth story in the type. Jamie and Callum reviewed Carlos's mock-ups on the 16th: strong first draft, echoes of Superpower, Function Health and Shopify; Michaela refines from here. Copy is locked, direction is clear.

Signature device: abstract UI in white cards

Each feature slide is a warm cover with a white rounded card holding a simplified, abstract product mockup, not a raw screenshot. The seven mockups were rebuilt as editable SVGs with live paths, named layers, real text and brand hex fills (zip handed to Michaela 17 July), so she can restyle every element in Illustrator or Figma.

Named customer story tiles are out of launch creative. The growth story is carried by the campaign line and the journey copy instead.

Visual system

Abstract, simplified UI mockups in white cards; no raw screenshots, no UI reveal shots
Michaela's seeds of growth thread carries the brand moments: modal hero, email hero, carousel cover
Purple headlines and CTAs, lilac support. Sentence case, 6px corners, no strokes
Current logo only. No rebrand hints anywhere; the sidebar stays dark until brand lands
One growth stage per asset in the sustain phase

Asset matrix

Asset	Channel	Owner	Ready by	Notes
Teaser email	Customer.io broadcast 165	Carlos + Claude	Schedules tonight, 17 July	Final copy locked; story led, no feature list
Launch email × 3 variants	Customer.io	Carlos + Claude	18 July	Payers, trial and free with offer, lapsed with reset trial; US-only managed billing block; staged as drafts
In-app modal	Customer.io campaign 88 (draft)	Carlos + Claude, hero from Michaela	18 July	Update copy to final; swap hero image, set CTA URL and trigger segment before launch
Video, US + non-US cuts	Social, landing page	Callum script (locked), Maddy or Emily present	Shoot pending staging access	iPhone + mic, UI layered in post; shorter outbound cut with Carlos for review
Landing page (2.0 hub)	Web	Carlos + Claude	16 July draft, live 21st	Ladder as the page structure; customer stories as proof blocks
Blog post and release notes	Web and help docs	Carlos + Claude, Priya publishes	18 July	Long form of the launch email plus the founder note
Founder post + breadcrumbs	LinkedIn	Draft ready now, Jamie owns	To Jamie 14 July	Breadcrumbs 17 and 18 July, main post on the 21st
Carousel, 9 slides × 2 versions	LinkedIn + Instagram, plus tactical paid cut	Michaela refining from locked copy + SVG mockups, Jasper ships paid	18 July	US and non-US variants; fix the three typos; add the roadmap teaser slide
SEM copy refresh	Google Ads	Jasper	20 July	Headlines above; landing page as destination
PR note	Press	Callum	18 July	Growth milestone angle; company metrics carry the investor read
SDR one-pager and talk track	Sales	Carlos + Claude, Glenn distributes	16 July	Stage question as the discovery opener
Stage spotlights × 4	Email, social, paid	Carlos + Claude	Weekly from 22 July	Reporting, supervisor, billing list + API, Scribe + stories

Video is live: Callum locked the launch script (Video script tab above). Maddy or Emily reads to camera on iPhone + mic, product UI layered in post; blocked only on staging access for clean captures. Nothing on the 21st hard-depends on it; if the shoot lands in time it leads the founder post and landing page, otherwise it opens the sustain phase.

4 audiences, 1 story told 4 ways

2.0 is us keeping up with you

More than 4,500 paying workspaces hear the story about themselves: their growth is the subject, the features are how Carepatron kept pace. For team workspaces, supervisor sign-off and Reporting out of beta are genuinely new value; for solos, the message is that the path ahead is already paved. No discount for this group.

Start small, grow with confidence

People in the funnel get the seeds of growth promise plus the launch offer: begin at stage one knowing stages two through five are already built. The annual option speaks to practices arriving with a team.

Launch email with offerLifecycle flowsIn-app

Your practice changed. So did Carepatron.

The growth story is strongest here: the person who left probably outgrew what Carepatron was then. Reset trial first, offer near expiry. Sends on verified lists only. The SDR engine pitches the growth stages to the highest value lapsed prospects.

Reactivation sequenceSDR outreachOffer near expiry

The platform that grows with you

Paid, PR and founder channels carry the growth story to prospects, US focus. Michaela's carousel does the stopping; the feature slides do the explaining. PR angle is the growth milestone, which quietly carries the raise narrative without a word of it appearing in copy.

CarouselSEMPRFounder postsLanding page

The launch offer

Unchanged mechanics, sharper fit. The growth story gives the annual option a real job: practices arriving with a team think in years, not months.

Lead offer

$1 a month for 3 months

For trials, free and lapsed users. Code CAREPATRON2, created in Stripe 17 July. Test the redemption end to end before any copy that mentions it goes out (the JUL1 lesson). Ends Friday 7 August.

For practices building long term

50% off 12 months annual

Elevated from afterthought to the team-sized door: the natural choice for the exact audience the growth story attracts. Needs its own coupon verified in Stripe before the line ships anywhere.

Lapsed user logs in

Reset 14 day trial starts

2.0 does the selling

Offer lands near expiry

8 days out: the run to launch

Mon 14 JulyConfirm the sidebar is out with Jason and David, and the growth angle with Jamie. Founder letter to Jamie. Teaser email staged. Priya starts customer story outreach. Compute the seat-growth stat. Verify promo code and annual coupon in Stripe.

Tue 15 JulyTeaser email goes out, story led. Landing page v1 drafted on the ladder structure. Comms calendar circulated to Callum, Jasper, Priya, Kim and Michaela.

Wed 16 JulyCopy locks. Reconfirm Reporting out of beta and API v1 scope. SDR one-pager to Glenn. First customer story drafted if permission lands.

Thu 17 JulyCopy locked and this page updated. Teaser broadcast 165 scheduled tonight. Carousel copy + SVG mockups with Michaela. Breadcrumb 1 from Jamie or Callum. Review Callum's shorter outbound video script.

Fri 18 JulyLaunch emails × 3 staged in Customer.io as drafts with the US-only managed billing block. Modal campaign 88 updated to final copy (hero, CTA URL, trigger segment). Breadcrumb 2. Michaela's refined carousel back. PR note finalised under embargo.

Mon 20 JulyFinal checks: modal renders, links resolve, CAREPATRON2 redeems end to end, annual coupon verified, landing page staged, suppression logic confirmed, Insights beta-tag removal confirmed with engineering for the 21st.

On login2.0 modal for every user: seeds of growth hero left, what is new right, one call to action.

EmailLaunch email in 3 variants: payers, trials and free with the offer, lapsed with the reset trial. Full send, risk accepted; lapsed on verified lists only.

WebLanding page live as the hub. Blog post and release notes published. Insights loses its beta tag on the day, confirmed with engineering.

Social and PRJamie's founder post, Callum's PR, paid flips to the ladder carousel.

SalesSDR talk track goes full growth pitch; re-engagement calls point at the launch.

Week of 22 JulyStage 4 spotlight: Insights, out of beta. What a growing practice can finally see.

Week of 28 JulyStage 2 spotlight: supervisor sign-off and the first hire story. Offer midpoint beat.

Week of 4 AugustStage 3 and 5 spotlight: the billing list and the API. Offer expiry beat on 7 August.

Week of 11 AugustStage 1 spotlight: Scribe deep dive. Customer stories join here only if permissions land, as upside. Reactivation wave 2 on verified lists.

To 31 AugustThe SDR engine runs the growth positioning for 2 to 4 months. Set hard targets after week one. Report results.

Scoreboard

Same three from v1, plus one the growth story earns: expansion inside the base.

Subscriptions

Beat the roughly 400 a month baseline visibly. Exact target from June actuals in PostHog after week one.

Reactivation

Lapsed logins, conversions off reset trials, SDR demo bookings on the growth talk track.

Expansion

Seat additions and plan upgrades in existing workspaces after launch. If the growth story works, teams grow inside the product.

Reach

Modal click through, email engagement, landing page traffic, founder post and PR pickup.

Risks and open flags

The 2.0 label with a subtle visible change · RESOLVED 16 July

Callum and Jamie confirmed the name: not enough new features coming in the short-to-medium term to justify saving "2.0", and the early Notion and ClickUp 2.0s were feature-led, not UI-led. The sidebar's contained panel and customisable navigation give a modest visible signal, framed as "make it yours", never as a redesign. Reengagement comms are the primary use case and the label works for that.

Customer stories · CLOSED 17 July

Dropped from all launch comms. The locked assets are feature-led; nothing depends on named practices or the seat-growth stat. Stories become sustain-phase upside if permissions ever land.

Claims discipline on a thin release

Callum's kit has a full honesty check and this plan inherits it: no AI suggested ICD-10, no multi session Ask AI, no "under two minutes", no "co-sign", RCM stays qualitative and US only. Insights beta-tag drop is confirmed for the 21st (do not say it early); API promise is limited to client endpoints. Never "CND" externally.

Solo practitioners reading themselves out of the story

They are the majority of the base. Every asset keeps the "whether it's just you or a team of twenty" register, and the founder post states it as a belief. Watch unsubscribe and complaint rates on the launch send for an early signal.

Promo code failure

The JUL1 code was dead when a campaign referenced it. CAREPATRON2 was created on the 17th; redeem it end to end in Stripe (and verify the separate annual coupon) before Variant 2 or any offer copy stages. The teaser is safe: it mentions no offer.

Deliverability on lapsed sends

The May blast hit 9% bounces. Lapsed segments only go through MillionVerifier cleaned lists, and generic newsletters pause during launch week to limit stacking.

Next actions, run to launch (updated 17 July)

✓Lock the copy set against the carousel, video scripts and claims check; update this page.
Schedule teaser broadcast 165 tonight (final copy is loaded; pick the send time and audience).
Stage the 3 launch email variants in Customer.io as drafts, with the US-only managed billing block.
Update modal campaign 88 to final copy; swap the hero image, set the CTA URL and the real trigger segment.
Redeem CAREPATRON2 end to end in Stripe; verify the 50% annual coupon separately.
Confirm with engineering that the Insights beta tag drops on the 21st.
Review Callum's shortened outbound video script.
Michaela: refined carousel back, three typos fixed, roadmap teaser slide added.
Shoot the launch video once staging access lands (Maddy or Emily, US and non-US cuts).
Landing page and blog post final, linked from modal and emails.

Launch strategy · agreed 10 July 2026

Carepatron 2.0 launches Tuesday 21 July

One coordinated moment that bundles everything the team has shipped into a single story. The date is fixed. Some of the product is already live, so the 21st is a communications moment more than a product flip.

21 Julylaunch day, fixed

5headline features

4audiences

7 weekstease to sustain

The plan on a page

GoalAcquisition, repositioning and base expansion, weighted equally.

StoryNo slogan. Substance plus a founder letter in Jamie's voice.

HookThe new look. Every user verifies it themselves on next login.

Offer$1 for 3 months, launch framed, with a 50% annual option.

ShapeTease from 15 July, big bang on the 21st, 6 week sustain.

EngineCarlos and Claude execute; Callum, Jasper, Priya and Kim carry their lanes.

Narrative: substance, not slogans

Slogan style framings failed the sniff test. They read as marketing speak, they overclaim what an incremental release can cash, and they are forgettable. The strongest launches in this style, like Linear and Notion releases, have no slogan at all. The headline is the version number and the content does the convincing.

What carries the story

A plain, confident headline: Carepatron 2.0 is here
Dense, specific content with real screenshots and real numbers
Warmer and more celebratory than a changelog. The audience is practitioners, not developers
A founder letter in Jamie's voice with a real arc: where Carepatron started, what customers asked for, why these 5 things

The hook

Carepatron looks and feels brand new

The refreshed interface is the one change every user sees on their next login, so the promise verifies itself. Before and after visuals stop the scroll. The 5 features prove there is depth behind the new face.

Asset hierarchy: the new look opens, the feature rundown follows with Scribe V3 first among equals, and the founder story closes.

What ships and what does not

In the 21 July release

Scribe V3. Calling it V3 publicly is fine
Reporting, which drops its beta tag at launch
Public API: soft launch, teased not headlined. CRM endpoints plus developer.carepatron.com
Interface refresh: lighter sidebar, nav customisation, better large screen layout
Supervisor and billing list, with e-billing
Under the hood improvements and fixes to pad the list

Out, and not in any copy

New logo. Pushed back, so no rebrand language anywhere
Workflows 2.0 conditional logic
Two way SMS

Scope was confirmed on 10 July but Workflows has slipped once already. Reconfirm the list with Jamie and David before copy locks on 16 July.

Messaging house

One headline, one support line, 5 feature messages. Every asset draws from this pool so the launch sounds like one voice everywhere. Each feature message is a promise first and a proof second: lead with what the practitioner gets, then show the thing that makes it true.

Headline, everywhere

Carepatron 2.0 is here

A brand new look and 5 major upgrades, live in your workspace now

Headline, everywhere · Codex variant

Carepatron 2.0, built around how you work

A refreshed Carepatron and five practical upgrades arrive automatically on 21 July

1 · A refreshed workspace

Make Carepatron work your way

A lighter sidebar, improved large-screen layout, and navigation you can reorder or hide.

2 · AI Scribe V3

Notes shaped around your sessions

AI Scribe V3 follows the whole session and structures notes the way you work.

3 · Reporting

See the practice in one view

Reporting leaves beta with appointments, revenue, and team activity brought together.

4 · Supervisor review

Make review part of the workflow

A dedicated supervisor review workflow helps bring oversight into Carepatron.

5 · New billing list

Keep e-billing easier to follow

A new billing list gives e-billing a clearer place in your day-to-day work. The API is folded into body copy as a soft mention, not a pillar.

Words we do not use

No rebrand or new logo language. No "biggest release ever" until someone confirms it is true. No feature claims beyond the release notes. No em dashes. "Thanks", not "thank you". Never assume how long a customer has been with us.

1 · The new look (the hook)

Cleaner, calmer, faster to work in

Lighter sidebar, a layout that finally uses big screens properly, and a nav you can reorder or hide so your most used tools come first.

2 · AI Scribe V3

Notes that follow the whole session

The scribe listens across the full appointment and structures the note the way you work, so documentation is ready when you are.

3 · Reporting

See how your practice is actually doing

Out of beta. Appointments, revenue and team activity in one view, without exporting anything.

4 · Public API

Carepatron now connects to your stack

Client and CRM endpoints first, more on the way. Docs and keys at developer.carepatron.com. Teased, not headlined.

5 · Supervisor and billing

Oversight and billing without the busywork

Supervisors review and sign off in one flow. The new billing list keeps every invoice in sight.

Words we do not use

Verify before send: the Scribe, Reporting and Supervisor proof lines are drafted from meeting notes, not release notes. Check each claim against the actual release notes before any asset ships. This is a hard rule.

Copy drafts

First drafts for every channel, written to lift straight into Customer.io, LinkedIn or a brief. Use the copy buttons. Everything below follows the messaging house and the voice rules. Two full copy sets exist: Claude (variant A) and Codex GPT-5.6 (variant B). Switch between them with the toggle in the top bar; it swaps the messaging house and every draft on this page.

Teaser email · all audiences · scheduled Fri 17 July

Short and visual. One cropped or blurred glimpse of the new interface, no feature list, no offer. The subject line test here feeds the launch day pick.

Something big lands on MondaySubject A
Carepatron is about to look very differentSubject B
One week until our biggest update yetSubject C, verify the claim first

Something new is taking shape in CarepatronSubject A
A closer look at what's comingSubject B
Carepatron 2.0 arrives 21 JulySubject C

Body · Codex variant

On 21 July, Carepatron will look and feel a little different. We've refreshed the workspace and made practical improvements across the platform, shaped around the way practitioners and teams work every day. Here's an early glimpse. [Blurred screenshot] Carepatron 2.0 will arrive automatically. There's nothing to install, migrate, or set up. We'll show you everything on launch day. Thanks, The Carepatron team

Body

We have been busy. On Tuesday 21 July, Carepatron gets a brand new look and 5 major upgrades, all landing at once. We will not spoil it. But here is a glimpse. [cropped screenshot of the new interface] Everything arrives automatically. Nothing to install, nothing to set up. Just log in on Monday. See you then. Thanks, The Carepatron team

Launch email · Tuesday 21 July · 3 variants

Same spine for all 3: new look hero, 5 feature blocks, founder note excerpt, one call to action. The variants change only the opening and the close.

Carepatron 2.0 is hereSubject A, default
Log in. It looks a little different in hereSubject B
A new look and 5 big upgrades, live nowSubject C

Meet Carepatron 2.0Subject A, default
Your refreshed Carepatron is hereSubject B
Five practical upgrades, now in CarepatronSubject C

Variant 1 · paying customers · no offer · Codex

Carepatron 2.0 is here. Today, your workspace has a refreshed interface and five practical upgrades designed around the everyday work of running a practice. Everything arrives automatically, with no setup, no migration, and no change to your price. [Hero image: Carepatron 2.0 workspace] A workspace that fits your day The lighter sidebar gives your work more room, particularly on larger screens. You can also reorder or hide navigation items to keep the tools you use close at hand. AI Scribe V3 follows the whole session The latest version of AI Scribe follows the full session and structures notes the way you work, helping the finished record reflect your preferred approach. Reporting is out of beta See appointments, revenue, and team activity together in one view. Reporting is now ready for use across your practice. A clearer supervisor review workflow Supervisor review now has a dedicated place in Carepatron, bringing review into the same workspace as the rest of your practice activity. A new list for e-billing The new billing list gives e-billing a clearer home, making it easier to work through billing activity in Carepatron. There's more taking shape behind the scenes, too. Our public API is beginning a soft launch with client and CRM endpoints first. Developers can follow its progress at developer.carepatron.com. Carepatron 2.0 is available in your account now. We hope the changes make the work around care feel clearer and more manageable. [CTA: See what's new in Carepatron] Thanks, The Carepatron team

Variant 2 · trials and free · offer close · Codex

[Same spine as variant 1, then close with:] You can explore Carepatron 2.0 for 3 months at $1 a month. The offer is available to trial and free users until Friday 7 August. Prefer an annual plan? You can also save 50% on your first 12 months. [CTA: Get 3 months for $1 a month] Thanks, The Carepatron team

Variant 3 · lapsed · reset trial, no offer yet · Codex

Subject: Your Carepatron trial has been reset Carepatron 2.0 is here, with a refreshed workspace and five practical upgrades across notes, reporting, review, and billing. We've reset your free trial so you can take another look. There's no card needed, and nothing to migrate or set up. Sign in to explore the lighter interface, AI Scribe V3, reporting for appointments, revenue, and team activity, plus new supervisor review and e-billing workflows. [CTA: Start your reset trial] Thanks, The Carepatron team

Variant 1 · paying customers · no offer

Log in today and you will notice something different. Carepatron 2.0 is live: a cleaner, calmer interface and 5 major upgrades, shaped by what practitioners kept asking us for. [before and after hero image] Here is what is new: The new look. A lighter sidebar, a layout that uses big screens properly, and a nav you can reorder or hide so your most used tools come first. AI Scribe V3. Notes that follow your whole session and structure themselves the way you work. Reporting, out of beta. Appointments, revenue and team activity in one view. Supervisor and billing. Review and sign off notes in one flow, with every invoice in sight on the new billing list. And for the technically minded: the new Carepatron API is open at developer.carepatron.com, starting with client endpoints. Everything is already in your workspace. No setup, no migration, no price change. [CTA: See what is new] Thanks, The Carepatron team

Variant 2 · trials and free · offer close

[Same spine as variant 1, then close with:] One more thing. To mark the launch, you can get your first 3 months of Carepatron for $1 a month. The offer ends Friday 7 August. [CTA: Claim the launch offer] Thanks, The Carepatron team

Variant 3 · lapsed · reset trial, no offer yet

Subject: A lot has changed since you were last here It has been a while, and honestly, Carepatron looks and works quite differently now. Today we launched Carepatron 2.0: a brand new interface, AI Scribe V3, Reporting, new supervisor and billing tools, and our public API. We thought the fairest way to show you is to let you try it properly. So we have reset your free trial. No card needed. Just log in. [before and after hero image] [CTA: Take another look] Thanks, The Carepatron team

Send rules: lapsed sends go only through MillionVerifier cleaned lists. The $1 offer for lapsed users lands in a follow up near trial expiry, not in this email. Test the promo code in Stripe before variant 2 is staged.

In-app modal · shows on login from 21 July

Lovable style: hero image left, what is new right, one call to action, no backdrop dismiss. Michaela supplies the hero. Customer.io cannot render a dismiss button overlaid on an image, so the layout keeps them separate.

Modal copy · Codex variant

Eyebrow: Now available Headline: Meet Carepatron 2.0 Subhead: A refreshed workspace and five practical upgrades, available automatically with no setup, migration, or price change. What is new: · A lighter sidebar and navigation you can reorder or hide · AI Scribe V3, structured around the way you work · Reporting for appointments, revenue, and team activity · A dedicated supervisor review workflow · A new billing list for e-billing Primary CTA: Explore Carepatron 2.0 [links to the 2.0 landing page or blog post, opens in new tab, dismisses on click]

Modal copy

Eyebrow: Just launched Headline: Meet Carepatron 2.0 Subhead: A new look and 5 big upgrades, live in your workspace now. What is new: · A cleaner, calmer interface, with a nav you can make your own · AI Scribe V3: notes that follow the whole session · Reporting, out of beta · Supervisor review and a new billing list · The Carepatron API, now open Primary CTA: See what is new [links to the 2.0 landing page or blog post, opens in new tab, dismisses on click]

Tracked responses: "2.0 Learn More" on the CTA so we can segment engaged users for feature spotlight follow ups. Staged as a draft in Customer.io for Carlos to enable, per the standing rule.

Founder post · Jamie's voice · LinkedIn, 21 July

The human layer. Drafted for Jamie to make his own; the arc matters more than the exact words. A shorter cut of this becomes the founder note inside the launch email and blog post.

Draft for Jamie · Codex variant

A practice management platform lives in the small moments. Finding the right page before a session. Turning a conversation into a useful note. Checking how the week is going. Reviewing someone's work. Following up on billing. When those moments carry unnecessary friction, it adds up. Today we're launching Carepatron 2.0. We've refreshed the interface with a lighter sidebar, a better layout for larger screens, and navigation each person can reorder or hide. We've also shipped five practical upgrades. AI Scribe V3 follows the whole session and structures notes around the way each practitioner works. Reporting is now out of beta, bringing appointments, revenue, and team activity into one view. Supervisor review has a dedicated workflow, and e-billing has a new billing list. We're also starting the soft launch of our public API, beginning with client and CRM endpoints. There's nothing for customers to migrate or set up, and pricing hasn't changed. The new experience simply arrives in Carepatron today. This release reflects a lot of careful listening and detailed work from our team. Thanks to everyone who shared feedback and helped shape it. Jamie Co-founder, Carepatron

Breadcrumb posts · Codex variant

Breadcrumb 1: The best product changes often remove small points of friction you've learned to work around. We've been revisiting a few of those moments in Carepatron. More soon. Breadcrumb 2 (day before launch): A lighter workspace. More control over what stays in view. Practical updates to the work that happens before, during, and after care. Carepatron 2.0 arrives tomorrow.

Draft for Jamie

Today we shipped the biggest update in Carepatron's history. When we started Carepatron, the idea was simple: healthcare teams deserve software they actually enjoy using. Not software they tolerate. Over the past year we have had thousands of conversations with practitioners. Different specialties, different countries, different practice sizes. But the same five things kept coming up. So that is what we built. Carepatron 2.0 is live today: · A completely refreshed interface. Cleaner, calmer, and yours to customise. · AI Scribe V3, which follows the whole session and writes notes the way you work. · Reporting, out of beta. Your whole practice at a glance. · Supervisor workflows and a new billing view for teams. · And our public API, so Carepatron connects to the tools you already use. The part I am proudest of: almost every one of these started as a customer conversation. Someone told us what was slowing them down, and the team went and fixed it. If you have not looked at Carepatron in a while, today is a good day to look again. [link to landing page]

Breadcrumb posts · 17 and 18 July · Jamie or Callum

Breadcrumb 1 (Friday 17 July): Spent the morning reviewing what the team is shipping on Monday. I think it is the most we have ever released in a single day. More soon. Breadcrumb 2 (Friday 18 July): A customer asked me today if something was different about their Carepatron. Not yet. Monday.

Paid social and SEM · flips on 21 July

The carousel is the workhorse: one slide per feature, before and after on the cover. Callum builds v1, Michaela polishes, Jasper ships to Meta and LinkedIn.

Slide 1 · coverCarepatron just got a whole new look [before and after visual]

Slide 2AI notes that follow the whole session

Slide 3Reporting: your whole practice at a glance

Slide 4A nav you can make your own

Slide 5Supervision and billing, without the busywork

Slide 6Carepatron 2.0 is here. Try it free.

Meta primary text options · Codex variant

General: Meet Carepatron 2.0. A refreshed workspace, AI Scribe V3, reporting for appointments, revenue, and team activity, plus new supervisor review and e-billing workflows. No setup or migration required. Pain-point angle: Notes, reporting, review, and billing all compete for time around care. Carepatron 2.0 brings practical improvements to each, inside a lighter workspace you can arrange around the way you work. Retargeting with the offer: Take another look at Carepatron with a refreshed interface and five practical upgrades. Get 3 months for $1 a month until Friday 7 August, or save 50% on 12 months annual. Available to trial, free, and lapsed users.

Meta primary text options

Option 1: Carepatron 2.0 is here. A brand new look, AI notes that follow the whole session, practice reporting, and more. Built with feedback from thousands of practitioners. Try it free. Option 2: Your practice management software should not feel like admin. Carepatron 2.0 launched today: cleaner, calmer, and smarter everywhere. See what is new. Option 3 (retargeting, with offer): Carepatron 2.0 just launched, and so did our launch offer: 3 months for $1 a month, until 7 August. See what is new first, then decide.

SEM responsive search ad headlines · Codex variant

Meet Carepatron 2.0 Practice management, clearer AI notes shaped to your work See your practice in one view A lighter Carepatron Reporting is now available 3 months for $1 a month Save 50% on 12 months

SEM responsive search ad headlines

Carepatron 2.0 is live Practice software, upgraded New: AI notes for every session Practice reporting built in See the new Carepatron 3 months for $1 a month Run your whole practice in one place Try Carepatron 2.0 free

SDR talk track · seeding now, full pitch from 21 July

The re-engagement engine pitches 2.0 to the highest value lapsed prospects. Before launch it is a tease; after launch it is the reason to book.

Before 21 July · the seed · Codex variant

"Carepatron is getting a refreshed interface and five practical upgrades on 21 July. It will arrive automatically, so there is nothing for customers to install or migrate."

After 21 July · the pitch · Codex variant

Opener: "Carepatron 2.0 brings the everyday work of running a practice into a clearer workspace. The interface is lighter, navigation can be reordered or hidden, and the large-screen layout makes better use of available space. AI Scribe V3 follows the whole session and structures notes the way each practitioner works. Reporting now brings appointments, revenue, and team activity into one view. There are also dedicated workflows for supervisor review and e-billing." If they mention notes and admin time: "If notes and administration are the main concern, I would start with AI Scribe V3. It follows the full session and structures the note around the practitioner's way of working, inside the same platform used for practice management." If they mention visibility or running a team: "If the challenge is understanding what is happening across the practice, reporting brings appointments, revenue, and team activity together. Supervisor review also has a dedicated workflow." If they mention their existing tools: "You do not need to change everything at once to evaluate it. Carepatron 2.0 requires no setup or migration, and the public API is beginning a soft launch with client and CRM endpoints first." Close: "We have reset your free trial, so you can explore Carepatron 2.0 without a card. If it fits, you can get 3 months for $1 a month until Friday 7 August, or choose 50% off 12 months annual."

Before 21 July · the seed

"One thing worth knowing: we have our biggest release ever landing on the 21st. A completely refreshed platform plus five major upgrades. If the timing works, I would love to book you a walkthrough for that week so you see the new version, not the old one."

After 21 July · the pitch

Opener: "You may have tried Carepatron before. Fair warning: it is a different product this month. We just launched 2.0, and the things people used to bump into are mostly gone." If they mention notes and admin time: "The new AI Scribe follows your whole session and writes the note the way you work. Most people tell us that alone changes their evenings." If they mention visibility or running a team: "Reporting is now built in. Appointments, revenue, team activity, one view. And supervisors can review and sign off notes in one flow." If they mention their existing tools: "We opened our API, so Carepatron connects into what you already run." Close: "Your trial has been reset, so you can look around properly before we even talk. And until 7 August there is a launch offer: 3 months for $1 a month."

Creative plan

One signature device, one visual system, one asset matrix. The creative job is to make "brand new" undeniable at a glance, using only real product. No mockups, no invented interfaces, no stock.

Signature device: before and after

Every hero visual is the same idea: old Carepatron next to new Carepatron. It is the most honest possible proof of the hook, it works at every size from a Meta feed to the landing page, and no competitor can copy it.

Executions: split image for email heroes, swipe reveal for the carousel cover, an interactive slider on the landing page, and a 15 second screen pan for any video that materialises.

Visual system

Real screenshots of the new interface, always. This is a standing rule
Cream backgrounds with the product shot as the centrepiece
Purple for headlines and calls to action, lilac for supporting chips
Sentence case everywhere, minimum 16px, no strokes, 6px corners
Current logo only. No rebrand hints anywhere
One feature per asset in the sustain phase. Density on launch day, focus afterwards

Asset matrix

Asset	Channel	Owner	Ready by	Notes
Teaser email	Customer.io, all audiences	Carlos + Claude	14 July	Cropped or blurred new interface glimpse; subject line A/B feeds launch day
Launch email × 3 variants	Customer.io	Carlos + Claude	17 July	Payers, trial and free with offer, lapsed with reset trial; staged as drafts
In-app modal	Customer.io in-app	Carlos + Claude, hero from Michaela	17 July	Lovable layout; tracked responses for follow up segments
Landing page (2.0 hub)	Web	Carlos + Claude	16 July draft, live on the 21st	Before and after slider, 5 feature sections, founder note, offer block
Blog post and release notes	Web and help docs	Carlos + Claude, Priya publishes	18 July	Long form version of the launch email; help docs updated per feature
Founder post + breadcrumbs	LinkedIn	Claude drafts, Jamie owns	Draft 14 July for his review	Breadcrumbs 17 and 18 July, main post on the 21st
Carousel, 6 slides	Meta and LinkedIn paid	Callum v1, Michaela polish, Jasper ships	18 July	Before and after cover, one feature per slide
SEM copy refresh	Google Ads	Jasper	20 July	RSA headlines above; landing page as destination
PR note	Press	Callum	18 July	Angle: platform relaunch plus founder story; embargo for the 21st
SDR one-pager and talk track	Sales	Carlos + Claude, Glenn distributes	16 July	Seed version now, full pitch version for the 21st
Feature spotlights × 4	Email, social, paid	Carlos + Claude	Weekly from 22 July	Reporting, Scribe V3, API, supervisor and billing

Video: nothing depends on it. If Dylan's overview videos or the 11Labs explainer arrive, they slot into the landing page and sustain posts as upside.

4 audiences, 4 messages

Everything just got better

More than 4,500 paying workspaces see the new interface on login. The message is momentum: here is what is new and why it matters to your practice. No discount for this group. The features are the gift.

2.0 is the reason to commit

People in the funnel right now get the launch as their conversion trigger, paired with the launch offer. The email variant leads with the new look and closes with the offer and its end date.

Launch email with offerLifecycle flowsIn-app

Come and see what changed

Lapsed workspaces have had their trials reset. The reset trial is the hook at launch. The $1 offer lands near trial expiry, not on day one, so the product gets first go at winning them back. Sends use verified lists only. The SDR engine pitches 2.0 to the highest value lapsed prospects.

Reactivation sequenceSDR outreachOffer near expiry

New look as acquisition ammunition

Paid social, SEM, PR and Jamie's LinkedIn carry the launch to people who have never tried Carepatron, with a US focus. Before and after visuals plus the founder story give the creative something real to show.

Meta and LinkedIn carouselSEMPRFounder postsLanding page

The launch offer

Do not invent a new mechanic 11 days out. The $1 construct is proven, and the launch supplies the two things repeated discounts lack: a legitimate reason and a real deadline.

Lead offer

$1 a month for 3 months

For trials, free and lapsed users. Framed as the 2.0 launch offer with a new promo code. Ends Friday 7 August, proposed.

Secondary option

50% off 12 months annual

For larger practices that would never pay monthly. The 4 July test showed this underperforms as the lead, so it plays support.

Lapsed user logs in

Reset 14 day trial starts

2.0 does the selling

Offer lands near expiry

Test the promo code end to end in Stripe before the teaser mentions any offer. The JUL1 code was dead on arrival last time.

3 phases, 7 weeks

Fri 11 JulyChase the 2.0 interface link and screenshots from Jason. Everything blocks on this. Start the runbook and Jamie's founder letter.

Mon 14 JulyLanding page v1 and email skeletons drafted. Founder letter to Jamie for review. Verify promo code and annual coupon in Stripe. Circulate the comms calendar to Callum, Jasper, Priya and Kim.

Tue 15 to Wed 16 JulyTeaser email goes out with a cropped or blurred glimpse of the new interface. Subject line test doubles as launch day A/B input. Reconfirm final scope with Jamie and David. Copy locks.

Thu 17 to Fri 18 JulyJamie and Callum post LinkedIn breadcrumbs. SDRs seed 2.0 in every call. All launch assets built, reviewed and staged in Customer.io as drafts.

Mon 20 JulyFinal checks: modal renders, links resolve, offer code works, landing page staged, suppression logic confirmed.

On loginPersistent 2.0 modal for every user: image left, what is new right, single call to action. No guided tour.

EmailLaunch email to all audiences in 3 variants: payers, trials and free with the offer, lapsed with the reset trial framing. Full send. Risk accepted.

WebLanding page live as the hub every channel points to. Blog post and help docs published. Reporting loses its beta tag.

Social and PRJamie's founder post, Callum's PR, paid creative flips to 2.0 before and after visuals.

SalesSDR talk track goes full 2.0. Re-engagement calls point at the launch.

Week of 22 JulyReporting spotlight: out of beta, what it answers for a practice.

Week of 28 JulyScribe V3 deep dive plus offer midpoint urgency beat.

Week of 4 AugustAPI spotlight for the technical audience. Offer expiry beat on 7 August.

Week of 11 AugustSupervisor and billing spotlight. Reactivation wave 2 on verified lists.

To 31 AugustSDR engine keeps pitching 2.0 for 2 to 4 months. Set hard targets after week one data. Report results.

Scoreboard

Measure everything from day one. Commit to exact numbers after the first week of data.

Subscriptions

Beat the roughly 400 a month baseline visibly. The exact target comes from June actuals in PostHog.

Reactivation

Lapsed logins, conversions off reset trials, and SDR demo bookings. Jamie models 300 to 400 bookings a month.

Reach

Modal click through, email engagement, landing page traffic, LinkedIn and PR pickup.

Risks and open flags

Screenshots are the critical path

The hook is the new look, so clean captures of the new interface gate every asset. Chase Jason's link first thing. If it slips past 14 July, the teaser ships with an abstract visual instead.

Video may not materialise

Dylan's overview videos and the explainer are uncertain. The plan assumes no video. Anything that arrives becomes upside slotted into the sustain phase.

Scope could still move

Workflows has already slipped once. Reconfirm the 5 features and the Reporting beta removal with Jamie and David before copy locks on 16 July. Confirm engineering actually removes the beta tag on the 21st, because out of beta is a copy claim we have to verify.

Feature copy is unverified

The Scribe, Reporting and Supervisor lines in the messaging house are drafted from meeting notes. Verify every claim against release notes before anything ships. No unverified product claims, ever.

Promo code failure

The JUL1 code was dead when a campaign referenced it. Test the new code and the annual coupon end to end in Stripe before the teaser goes out.

Deliverability on lapsed sends

The May blast to about 195,000 lapsed contacts hit 9% bounces and dented deliverability. Full send is accepted for the launch, but lapsed segments only go through MillionVerifier cleaned lists, and generic newsletters pause during launch week to limit stacking after last week's over-messaging complaints.

Launch hour is unconfirmed

Some product is already live. Confirm with Jason and David what actually flips on the 21st and at what hour, so the modal and emails match the product state people see.

Next actions, week of 13 July

✓Get the 2.0 interface link and screenshots from Jason. Everything blocks on this.
✓Draft landing page v1.
✓Build teaser email and launch email variants in Customer.io as drafts.
✓Send Jamie's founder letter draft for his review.
✓Circulate the runbook and comms calendar to Callum, Jasper, Priya and Kim.
✓Verify the promo code and annual coupon in Stripe, and confirm the offer end date.
✓Reconfirm the final 5 features and Reporting beta removal with Jamie and David.
✓Verify all feature claims in the messaging house against release notes.
✓Hand carousel copy and before and after direction to Callum and Jasper.