SHMEL
PlaybooksMaria Gorn
Healthcare marketing & agency
Built and ran Up Digital across healthcare accounts.
Brought the playbooks.
Our story
Four people. Four different backgrounds. One problem we couldn’t ignore.
We didn’t meet because we wanted to start an AI company. We met because each of us had already spent years solving a different part of the same problem.
Marketing had become too complicated, too expensive, and too dependent on people doing the same work over and over.
Then we realised we could build something different.
The people behind SHMEL.
Playbooks
PerformanceJane Mokrinskaia
Paid acquisition & funnels
Built a business where advertising had to turn into actual customers.
Brought the performance discipline.
ContentLisa Medviedieva
Organic & creator growth
Worked with leading creators and grew organic audiences past a million.
Brought the content engine.
GuardrailsKair Akhmettayev
Machine learning, security & compliance
25 years across technology, security and compliance.
Brought the guardrails.
Playbooks+Performance+Content+Guardrails=
SHMEL
SHMEL
The same thinking still shapes how we build SHMEL.
01Built from real work.
SHMEL’s workflows come from marketing our team actually did. Not advice we found on the internet.
02Always learning.
Platforms change. Rules change. What worked six months ago can stop working. So the playbooks keep changing too.
03Your data stays yours.
Client data is kept separated, encrypted in transit and at rest, with staff access logged. Ad budgets stay in the clinic’s own accounts. A BAA is available. See exactly what we hold and what we don’t.
04Built with our partners.
The clinics using SHMEL shape what we build next. When we see the same problem twice, we build for it.
We’re building AI. But we’re building it for people.
Not to remove people from healthcare marketing — to remove the repetitive work that stops them doing their best. Marketing should never be the reason a good clinic stays small.