One hire. Six marketing jobs.
Marketing in a clinic is six separate jobs, and each one is a person a fifteen-person practice cannot afford. Shmel does all six, and watches across them so nothing falls in the gaps. Each is marked with what it does today.
Google Ads
Meta AdsGoogle AdsMeta Ads
Business ProfileBusiness ProfileGoogle Ads
EmailMeta AdsBusiness ProfileTeamsMeta AdsGoogle AdsEmailEmailStrategy
What to promote this month, to whom, and at what budget. Reads the appointment book, the margins by service line and the open time in the calendar, then writes the plan and the number it should return.
Ads
Google and Meta run end to end: campaigns built, budget moved to the terms that book, wasted spend paused the morning it appears. Every ad written twice so there is something to test against.
SEO
Service pages written and rewritten, the Google Business Profile kept current, schema and local pages for each treatment and each provider, and visibility inside the AI assistants patients now ask first.
Organic social
The week’s posts drafted in two versions, scheduled, and the replies handled. Reviews answered without a single clinical detail, and the one that needs a human sent to a human.
Compliance
Every claim checked before it goes public: HIPAA, FTC substantiation, FDA and DSHEA limits, TCPA consent, the state medical board and each ad platform’s own health rules. Before-and-after consent verified. An immutable record of what changed and who signed it off.
The sequences that keep a patient list earning: welcome, no-show follow-up, aftercare, reactivation, cross-sell and win-back. Written, scheduled and reviewed like everything else before it sends.
Your providers and their licensure, your price list, your offers, your margins by service, your do-not-say list and your ownership structure. Learned once, used by all five jobs, and the reason the compliance review can catch a claim the ad writer would otherwise have published.
What it connects to, and what is live today.
Every connection is OAuth or a scoped API key, read-only wherever the job allows.
The inner ring is live today; the outer ring is on the roadmap. Every connection is an OAuth grant or a scoped key in your own account, revocable from your side at any time.
Every message reviewed before it publishes.
Drug companies have paid six figures a year for pre-publish review since the nineties. Clinics face six of the same regulators and have had nothing built for them. It is included, never an add‑on.
One real example: an Instagram ad a clinic wrote, and what happened in the three minutes before it could go live.
Luma AestheticsSponsored
Prescription drug named · Meta needs certification
Sent to your medical director
Book this month and get guaranteed results on your first treatment, or your money back.
- HIPAANo patient data in the ad
- FTCSubstantiation citedOutcome claim, nothing behind it
- FDANo off-label claims
- TCPANot a text or call
- State boardAdvertising rules met
- Platform policyMeta health rules met
The one that failed was rewritten, cleared, and written to the record with the reviewer and a timestamp — the record a state board or a carrier asks to see. See it in the platform →
Reviewed and documented. Not a guarantee of compliance, and not a replacement for your counsel.
Teams for the asking. A console for the detail.
Most days you never leave Teams: it asks, you approve, it publishes. When you want the whole picture — the review queue, the record a regulator would read, what changed in the ad account this week — it is all here. Same product, two doors.
Your marketing today, and Shmel.
Not against a chatbot. Against what a clinic actually buys now: an agency for the ads, someone part-time for social, and nobody at all for the review that keeps you out of trouble.
Everything else is another person.
One system.
You wait for it.
Including nights.
Until something goes wrong.
Checked before it publishes.
To onboard an agency.
Connect and go.
The questions clinics actually ask.
What can I actually hand over to it?
The marketing function, end to end. Deciding what to promote and at what budget, building and running the paid campaigns, writing and rewriting service pages, keeping the Google Business Profile current, drafting and scheduling social, answering reviews, and checking every claim before any of it goes public. It does the work and sends you the finished thing to approve.
Where does it live?
In Microsoft Teams, next to the people who run the clinic. No new app, no new login, no dashboard anyone has to remember to open. You can also give it a schedule, so the Monday marketing report arrives without anyone asking for it.
Does it touch protected health information?
As little as possible, and only under a signed BAA. Marketing rarely needs PHI at all: it works from ad accounts, your website, the Business Profile and aggregate numbers. PHI never enters ad platforms, creative or third-party audiences, and Shmel scans for exactly that leak before anything publishes. Detail is in the privacy policy.
Can it publish anything without me approving it?
That is your setting, per job. On supervised, it shows you what it wrote and what it changed and waits for you. On autopilot, work that clears every check that applies can go out on its own and is logged. Two things never move on their own whatever the setting: anything that reaches a patient, and anything that failed a check. How the two modes work.
Is the compliance review a guarantee?
No, and be sceptical of anyone who claims one. It is reviewed, documented and defensible: every claim graded against the rule that governs it, every fix logged with a timestamp and reviewer, high-risk categories escalated to a person. That record is what a board or a carrier asks to see. It is not legal advice.
How fast does anything change?
Start with the free ad audit. Give read-only access and we will show you what your current spend is wasting before you have paid us anything. Wasted spend stops in the first week; pages and rankings move over weeks, not days, and we will not pretend otherwise.
Are the screens on this page real product?
They are illustrations of real workflows, drawn to show what the output looks like. We would rather say so than imply a recorded demo. Book a call and we will run it against your own data on the screen.
A CMO for the clinics that never had one.
It works nights, remembers every decision, runs inside the accounts you already own, and never publishes a claim it cannot defend. Start with a free audit and see what it finds in your own marketing.