On Air · MWS Radio · 122 BPM · Track — Campaign Plan

One document. Positioning to measurement. Run it Monday.

MWS — DECK 01
Tempo 122 · 4 / 4 · PATTERN — A
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Campaign Plan
CAMPAIGN PLAN

Campaign Plan turns a goal — a launch, a clinic open-house, a payer pitch, a quarter of pipeline — into a single document: positioning, audience map, channel mix, content calendar, budget math, and a measurement plan you can actually run. Built for founders and clinical operators who do not have a marketing team to translate strategy into work.

Book a 30-minute discovery call See what ships
Who it's for

Built for operators who don't have a marketing team.

  • Solo clinicians launching a niche practice or new program line.
  • Healthcare founders preparing a payer, employer, or partner pitch.
  • Operations or business-development leads at FQHCs, CCBHCs, and small medical groups.
What ships

Concrete artifacts. No slide-deck strategy.

Positioning brief

One paragraph naming the audience, the problem, and the wedge — written so the rest of the plan stays anchored to it.

Audience + JTBD map

Three to five primary audiences with jobs-to-be-done, objections, and the trigger that puts them in-market.

Channel + content mix

A weighted channel matrix — owned, earned, paid — with a per-channel content brief and cadence.

12-week editorial calendar

Dated, slot-by-slot, with owner, asset type, and primary CTA, ready to drop into a project tracker.

Budget + ROI math

CAC ceiling, channel-by-channel spend ranges, and a break-even table you can defend in front of a board or partner.

Measurement plan

Three lead indicators, two lag indicators, the dashboard layout, and a weekly review template.

First-30-days runbook

Sequenced launch tasks, decision gates, and the kill-criteria for switching tactics if the early data does not move.

How it gets built

A four-step working method.

  1. Intake call

    A 30-minute call to capture the business goal, current pipeline, audiences already validated, and the constraints — staff, budget, calendar.

  2. Draft + critique

    A first-draft plan inside five business days. Walked through line-by-line, with edits captured in the document during the review call.

  3. Final plan + runbook

    A second pass closes open questions, finalizes the calendar and budget, and adds the runbook + measurement scaffolding.

  4. Optional 30-day check-in

    A review of the first 30 days of execution, with adjustments to channel mix, content cadence, or measurement based on what the data actually shows.

Questions answered

Frequently asked.

Is this strategy only, or do you also build the assets?
The Campaign Plan engagement produces the plan, the calendar, and the measurement scaffolding. Asset production — pages, posts, emails — is a separate engagement that uses Content Creator, Content Marketer, or Social Content depending on the channel mix the plan recommends.
Will this work for a clinical practice with no marketing budget?
Yes. The plan recommends a channel mix calibrated to the budget that actually exists. A practice with zero paid budget gets an owned-and-earned plan with realistic timelines; a practice with a modest paid budget gets a hybrid plan with kill criteria.
How is this different from a generic agency campaign plan?
It is built by an active clinician and healthcare founder, not a generalist agency. Positioning, audience language, compliance footprint, and channel constraints reflect the realities of clinical and behavioral-health marketing — including what you cannot say in paid copy and what referral pathways actually look like.
How long does the engagement take from start to delivered plan?
Two to three weeks from intake call to final plan, with a draft in week one and a finalized document in week two or three depending on revision scope.
What do I need to bring to the intake call?
A clear business goal (revenue, pipeline, referral count, hires), any data you already track (site traffic, intake volume, conversion), and a candid view of what has and has not worked in the last twelve months.
Related services
Content Strategy Content Marketer Social Content

Bring this to your practice.

Thirty-minute discovery call with Matthew Sexton, LCSW directly. No SDR, no qualification script, no junior account executive booking the next call. You leave with a scoped engagement.

Book a 30-minute call About Matthew