Ad Brief: Doctor Transition Checklist

Landing page: /lp/doctor-transition-kit/ Topic page (SEO): /topics/doctor-retirement-transition/ Resource page: /resources/doctor-transition-checklist.html Form: Native HTML → lead-capture Edge Function

Topic Summary

A long-time primary care doctor retires, moves, or closes their practice. The patient is left with scattered records across portals and filing cabinets, a new provider who has never seen them, specialist referrals that may not carry over, and prescriptions that need to be transferred before they lapse. On paper it's straightforward; in practice it's one of the most common reasons adults quietly stop getting care. The administrative logistics — requesting records, finding a new PCP, coordinating transfers, setting up portals, re-establishing referral chains — pile up until deferring feels easier than acting.

This is a pre-customer awareness problem. The person may not know Averyn exists. The goal is to meet them in the moment of need with something genuinely useful, earn the lead, and nurture toward a Record Vault purchase.

Lead Magnet: Doctor Transition Checklist

An interactive, browser-based checklist the visitor fills in on screen and prints or saves as PDF. It covers:

  1. Your information — name, DOB, insurance, pharmacy
  2. Retiring provider details — name, practice, phone, portal, last day
  3. Before the practice closes — 6 checkbox items (request records, export portal, get referral, document meds, confirm Rx continuity, ask about record custody)
  4. Your other providers and specialists — editable table (specialty, practice, phone, referral status)
  5. New provider information — name, practice, phone, portal, first appointment date
  6. Transition checklist — 7 checkbox items (submit transfer, confirm receipt, portal, pharmacy, referrals, first-visit summary, advance directives)
  7. Questions for your first appointment — free-text

Nothing is saved server-side. Privacy notice is prominent. The tool is genuinely useful on its own — that's the point. The gate (first name + email) earns the lead. The checklist CTA in the respondent email and the printed QR code create re-engagement loops back to the site.

ICP Segment

Primary: Self-Purchasing Individual (55–75)

This is Averyn's self-primary contact ICP segment — the person receiving care who is also the buyer. They're managing their own healthcare, not being managed by an adult child.

Who they are:

Where they are in the funnel:

Conversion path:

Secondary: Adult Child (40–60) Managing a Parent's Transition

Platform: Meta (Facebook / Instagram)

Why Meta

Audience Configuration

Ad Set 1: Self-Managing Adults (Primary)

Age: 55–75 Gender: All (slight female skew expected but don't restrict) Location: United States (or your active service areas) Language: English

Detailed targeting — INCLUDE (OR logic, any match):

Detailed targeting — EXCLUDE:

Detailed targeting expansion: ON — let Meta optimize beyond the interest set once the pixel has enough data

Placements:

Optimization: Conversions → Lead event (fires on Tally form submission via fbq('track', 'Lead')) Budget: Start $20–40/day. Scale based on cost-per-lead after 100+ leads.

Ad Set 2: Adult Children (Secondary)

Age: 40–60 Gender: All Location: United States

Detailed targeting — INCLUDE:

Detailed targeting — EXCLUDE:

Placements:

Optimization: Conversions → Lead event Budget: $10–20/day initially. This is a secondary audience — test and scale only if CPA is favorable.

Retargeting (both segments)

Custom Audiences:

Exclude: People who already submitted the Tally form (create a Custom Audience from the Lead event or Tally webhook)

Placements: Facebook Feed + Facebook Right Column Budget: $5–10/day

Ad Concepts

Concept 1: "The Letter" (Static or Carousel)

Format: 3-slide carousel or single static image Audience: Ad Set 1 (self-managing adults) Visual: A "Dear Patient" retirement notice on a kitchen counter or fridge. Slightly crumpled. Reading glasses nearby. Slide 1 headline: "Got this letter? You're not alone." Slide 2: "Most people put off the transition because there's no clear place to start." Slide 3: "We built a free checklist that walks you through every step." CTA button: "Get the free checklist" Primary text: Your doctor of 20 years just retired. Now you need to transfer records, find a replacement, and keep prescriptions running — all before the office closes. We made a free interactive checklist so you can stop carrying it in your head. No account required.

Concept 2: "Still no PCP?" (Static — direct response)

Format: Single image, bold text overlay Audience: Ad Set 1 (self-managing adults) Visual: Clean, warm background. Large text on image. Text on image: "It's been 6 months since your doctor retired. You still don't have a PCP." Subtext on image: "You're not the only one." CTA button: "Get the free checklist" Primary text: When a long-time doctor retires, most people know they should handle the transition. But the logistics — records, referrals, prescriptions, portals — are enough to quietly push it off for months. We built a free checklist that breaks it into concrete steps. Fill it in, print it, bring it to your first appointment.

Concept 3: "The Pile" (Short video / animated — 15 sec)

Format: 15-second video or animated slides (Canva animation) Audience: Ad Set 1 (self-managing adults), can also test with Ad Set 2 Storyboard:

Concept 4: "Before the office closes" (Urgency — Static or Carousel)

Format: 2-slide carousel or single static Audience: Ad Set 1 (self-managing adults) Visual: Clock or calendar motif. Warm tones — not alarmist, but time-aware. Slide 1 headline: "Your doctor's office is closing. Do you have your records?" Slide 2: "After the office closes, getting your records gets much harder. Here's what to do now." CTA button: "Get the free checklist" Primary text: When a doctor retires, the office may close, the portal may shut down, and records may transfer to a custodian you've never heard of. The window to request your complete medical record is now — not after. We made a free checklist that walks you through what to do before and after the transition. Step by step.

Concept 5: "For their adult child" (Secondary audience — Instagram Story)

Format: Instagram Story (9:16 vertical) — 3 frames, tap-through Audience: Ad Set 2 (adult children) Frame 1: "Mom's doctor retired 4 months ago. She still hasn't found a new one." Frame 2: "She says she'll handle it. You know she won't." Frame 3: "Send her this free checklist — every step, spelled out." [Swipe up / CTA link] CTA button: "Get the checklist for them" Primary text: When a parent's long-time doctor retires, the transition often stalls — not because they don't care, but because the logistics are overwhelming. This free checklist breaks it into steps they can follow. Print it, share it, or have Averyn handle it for them.

Design Notes for Canva