SHMEL
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HIPAA-readyBAA on every planSOC 2 in progress

A full-time CMO for your clinic.

One agent that runs the whole marketing function, every day: the strategy, the ads, the SEO, the organic social, the reviews. Every claim is checked against six regulators, and nothing publishes until someone at the clinic signs it off.

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It lives in Microsoft Teams. No new app for your team to learn.

One head that holds the whole marketing.

The strategy, the ad spend, the pages, the posts and every claim you publish — in one place, run by one agent. It notices what is slipping, tells you, and fixes it.

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Your clinic
#strategyMicrosoft Teams
Camila Ortega 9:02 AM

@Shmel Tuesdays are half empty and both injectors have open time. What are we pushing in May?

Shmel APP 9:03 AM

May plan drafted. Tox holds the budget, and the Tuesday gap gets its own offer instead of a discount across the board.

Where the budget goes62% tox, 24% laser, 14% brand
The Tuesday gapmidweek offer, capped at 40 slots
What we stopthe filler campaign at $91 a booking
What it should return48–60 bookings, $74 target cost
#adsMicrosoft Teams
Priya Nair 11:41 AM

@Shmel bookings are down this month. Where is the ad money actually going?

Shmel APP 11:42 AM

Down 18%. Two separate things, not one. Google drifted onto search terms that never book, and one ad set ran all month without a single booking attached.

Wasted spend found$2,140 over 30 days
Negative keywords added31 terms, live now
Budget movedto the two terms that convert
Cost per booked patient$74, down 19%
#seoMicrosoft Teams
Dr. Elena Reyes 2:15 PM

@Shmel we are eighth for “lip filler near me” and the new injector is not on the site at all.

Shmel APP 2:17 PM

Service page rewritten and the injector added. Two of the three claims on the old page could not be defended, so they are gone.

Service page rewritten1,240 words, claims cited
Google Business Profilehours, services and photos updated
Injector addedbio, credentials, booking link
Held for reviewone before/after, consent missing
#socialMicrosoft Teams
Tom Becker 4:30 PM

@Shmel we have not posted in three weeks and there are two reviews sitting unanswered.

Shmel APP 4:31 PM

Three posts drafted for next week and both reviews answered, one of them a complaint that needed care rather than a template.

Posts drafted3 for next week, 2 versions each
Reviews answered2, no clinical detail in either
ScheduledTue, Thu, Sat mornings
Needs a humanthe one-star, sent to you first
#reviewMicrosoft Teams
Camila Ortega 10:31 AM

@Shmel is this Instagram ad safe to run? It goes out at noon.

Shmel APP 10:34 AM

Not as written. “Guaranteed results” is an outcome claim you cannot substantiate, and the image has no consent on file. Here is the version that clears.

Flaggedoutcome claim, FTC substantiation
Rewritten“see what your first treatment can do”
Image heldconsent not on file, sent to the director
Filedcompliance record, exportable
Inside the hire

One hire. Five marketing jobs.

Marketing in a clinic is five separate jobs, and each one is a person a fifteen-person practice cannot afford. Shmel does all five, and watches across them so nothing falls in the gaps. Each is marked with what it does today.

STRATEGY
Decides what to promote, before anyone asks.
$74TARGET COST PER BOOKED PATIENT · set from your margins
31OPEN HOURS FOUND · midweek, filled first
Works inTeamsGoogle AdsMeta Ads
ADS
Buys the ads and stops the waste the morning it starts.
$2,140WASTED SPEND PAUSED · in the first week
$74COST PER BOOKED PATIENT · down 19%
Works inGoogle AdsMeta AdsBusiness Profile
SEO
Gets the clinic found by people who have never heard of it.
3rdUP FROM EIGHTH · for the term that books
12 of 41BOOKINGS FROM AI SEARCH · this month
Works inBusiness ProfileGoogle AdsEmail
ORGANIC SOCIAL
Posts every week, and answers what comes back.
3 a weekPOSTS DRAFTED · two versions each, tested
2REVIEWS ANSWERED · no clinical detail, ever
Works inMeta AdsBusiness ProfileTeams
COMPLIANCE
Reads every claim before it publishes.
128REVIEWED PRE-PUBLISH · assets this month
6CLAIMS REWRITTEN · 0 published at risk
Works inMeta AdsGoogle AdsEmail
1

Strategy

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.

Replacesa fractional CMO at $4,000 a month
Live today
2

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.

Replacesa media buyer and the agency retainer
Live today
3

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.

Replacesan SEO agency on a twelve-month contract
Live today
4

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.

Replacesa social media manager
In build now
5

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.

Replacesthe review nobody at the clinic is qualified to do
Live today
The Hive: what all five share

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.

Integrations

What it connects to, and what is live today.

Every connection is OAuth or a scoped API key, read-only wherever the job allows.

Live today, and the accounts Shmel works inside on your behalf. Access is OAuth or a scoped key, revocable from your side at any time. More are in build; ask about the one you run. Access is OAuth or a scoped key, revocable from your side at any time.

Compliance

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. Drag the handle to see what Shmel changed.

Draft as written
Instagram adsubmitted 10:31

Book this month and get guaranteed results on your first treatment, or your money back.

  • Outcome claim with no substantiation behind it
  • Before-and-after image has no consent on file
Cleared to publish
Instagram adcleared 10:34

Book this month and see what your first treatment can do. Results vary by patient.

  • FTC substantiation cited
  • Image flagged for your medical director
  • Filed to the compliance record at 10:34
Checked before it publishes HIPAAFTCFDATCPAState boardPlatform policy 5 of 6 · one held

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 console →

Reviewed and documented. Not a guarantee of compliance, and not a replacement for your counsel.

Autonomous, or supervised. Your call.

Same agent, two settings, switchable per clinic and per job. Most start supervised and move the safe jobs to autopilot once they trust what comes back.

  • Nothing goes public without a named human approving it
  • You see what it wrote, what it changed and why
  • Every action logged, exportable and attributable
  • It never touches a clinical decision
Clinic Director

@Shmel publish the new tox campaign and the service page.

Shmel APP

Both are ready. Two claims in the ad did not pass, so I rewrote them. Publish the cleared versions?

Campaign & page2 claims rewritten · waiting on you
Read about our security
The console

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.

Open the demo console Book a walkthrough
Clickable, no signup Illustrative data
The Shmel console, showing the pre-publish review queue and the six checks on a Meta ad. Open the demo console →
The comparison

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.

What is compared What a clinic buys now Shmel
Price$3,500–$11,000 a montha retainer plus someone for social, before ad budget$999 a montheverything in this column, per location
ScopeThe adseverything else is another person, or nobodyAll five jobsstrategy, ads, SEO, organic social, compliance
SpeedThe weekly callor an email thread that runs two days, business hours onlyMinutes, including nightsin the Teams channel, which is when spend drifts
ComplianceUsually nobodysometimes your lawyer, per asset, per invoiceEvery claim before it publishessix rule sets, and a record with reviewer and timestamp
ReportingA monthly PDFlate, and it explains very littleMonday at 8amin Teams, in plain language, with what changed
StartFour to six weeksonboarding calls and brand questionnairesSame daylive once the ad accounts are connected
ContinuityA new account managerand you explain the clinic againNothing changesit keeps your providers, prices, offers and do-not-say list

Agency pricing is the range US clinics quote us for a narrower scope than this, before ad budget. Everything in the right-hand column is what Shmel does today or, where marked on this page, what is still in build.

Pricing

One price. Less than a fifth of the bill.

One agent, one price, per location. Everyone at the clinic can talk to it. Nothing is sold as an add-on, and the compliance review is not a tier.

The way it is bought nowagency retainer, a part-time social manager, no compliance review
$60,000
Shmel$999 a month, all five jobs, compliance included
$11,988

Assumes a $4,000 agency retainer and a $1,000 part-time social manager — the low end of what US clinics quote us. Ad budget is excluded on both sides.

Free trial14 DAYS, NOTHING HELD BACK
$0
no credit card required
  • The whole agent, not a demo account
  • Free audit of what your ads are wasting
  • One location
  • Nothing publishes without your sign-off
Start free
ONE PRICE, ALL FIVE JOBS ShmelPER LOCATION, PER MONTH
$999
per month, billed monthly
  • Strategy, ads, SEO, organic social and compliance
  • Unlimited people from your clinic in Teams
  • Every claim reviewed before it publishes
  • BAA and an exportable compliance record
  • No setup fee, no annual contract
Book a walkthrough

Groups and multi-location practices are priced per location, with brand-level rules and cross-location reporting. Tell us how many sites you run and we will put a number on it.

Your ad budget is yours: it stays in your own Google and Meta accounts and we never mark it up. $999 is the whole software bill.

Questions

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?

No. Anything that goes public or reaches a patient waits for a human at the clinic. It shows you what it wrote, what it changed and why, then publishes once you approve. Internal work like drafting, analysis and reporting runs on its own.

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.

What does $999 actually cover?

All five jobs, for one location, with everyone at the clinic able to use it. No setup fee, no per-seat charge, no annual contract, and the compliance review is not a paid tier. Your ad budget is separate and stays in your own Google and Meta accounts, where we never mark it up.

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 free, then $999 a month for the whole marketing function.

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