Ad Brief: Medical Records Request - Record Vault

Landing page: /lp/medical-records-request/ Topic page (SEO): /topics/requesting-medical-records/ Free tool: /tools/medical-records-request-email-builder/ Product page: /record-vault/ Conversion action: Intro call booking (/start/) or Stripe deposit click

Topic Summary

A person (or family caregiver) needs medical records from one or more providers - for a new doctor, a second opinion, a care transition, an insurance dispute, or just to have a complete picture. They search Google expecting a form or a template. What they discover is a multi-provider, multi-format, multi-week administrative project: different release forms, different portals, different timelines, follow-up cycles, and authorization requirements that multiply when requesting on behalf of a loved one.

This is a mixed-intent audience. Some searchers will DIY with the free email builder and leave. Others are managing records for a parent across five providers and three health systems - they need someone to handle it. The LP positions the Record Vault as the primary path and the free tool as the secondary, self-service alternative.

Primary Offer: Averyn Record Vault ($999)

A one-time engagement where a navigator:

1. Identifies every record source (hospitals, specialists, home health, labs, imaging, SNFs, VA)
2. Submits all records requests - portal, fax, mail, whatever each organization requires
3. Routes and tracks authorization paperwork (HIPAA releases, POA documentation)
4. Follows up on slow providers, escalates to privacy officers when necessary
5. Organizes received records into a structured repository
6. Delivers a plain-English baseline summary, care team directory, and authorization tracker

Deposit: $199 (applies to $999 total). Reserves a navigator start date.

Secondary Offer: Free Email Builder Tool

For the DIY searcher who wants to handle one or two requests themselves. The email builder generates a HIPAA-compliant request email with subject line, body, and pre-send checklist. Runs in the browser; health details are not sent to Averyn. Gated by name + email after completion (Edmunds-style).

ICP Segment

Primary: Adult Child Managing Records for a Parent

Who they are:

• 40-65 years old
• Coordinating care for an aging parent, often from another city
• Dealing with a transition: new PCP, post-hospitalization, moving closer to family, entering assisted living
• Managing multiple provider relationships and fragmented records
• Searching because they need records now - not browsing

Where they are in the funnel:

• Problem-aware, solution-seeking. They searched "how to request medical records" or "HIPAA records request." They know what they need; they may not know Averyn exists.
• The LP should validate the difficulty of the task, then present "let someone handle this" before "here's a tool to do it yourself."

Secondary: Individual Patient

Who they are:

• 30-70 years old
• Switching doctors, getting a second opinion, or consolidating after a major health event
• Fewer providers to request from (1-3), more likely to DIY
• May convert to Record Vault if the scope turns out to be larger than expected

Platform: Google Ads (Search)

Why Google Search

• Medical records requests are intent-driven queries - the person has an immediate need
• High commercial intent for "how to request" and "medical records request letter" variants
• Meta is better for trigger-event interruption (hospital discharge); Google is better for active problem-solving
• The free tool provides a compelling ad extension and quality score benefit

Campaign Structure

Campaign 1: Records Request - How-To (Broad Match + Phrase Match)

Keywords:

Phrase match:

• "how to request medical records"
• "medical records request letter"
• "HIPAA records request"
• "request medical records from hospital"
• "how to get medical records from doctor"
• "medical records release form"
• "request medical records for family member"
• "how to request records from multiple doctors"

Broad match (with smart bidding):

• request medical records
• get medical records transferred
• medical records request template
• HIPAA authorization form

Negative keywords:

• employment
• background check
• court
• subpoena
• lawyer
• attorney
• job
• hiring
• school
• university
• nursing school
• medical school
• EHR
• EMR
• software
• vendor
• provider portal
• epic
• cerner
• meditech

Location: United States Language: English Budget: $30-60/day. Scale based on CPA after 50+ clicks. Bidding: Maximize conversions (target CPA after learning period)

Campaign 2: Records Request - Branded/Product (Exact + Phrase)

Keywords:

• "medical records organization service"
• "someone to request medical records for me"
• "help getting medical records"
• "medical records concierge"
• "medical records consolidation"
• averyn record vault
• averyn care records

Budget: $10-20/day Bidding: Maximize conversions

Ad Copy

RSA 1: Problem-Aware

Headlines (15 options, Google selects best 3):

1. Requesting Medical Records?
2. 5 Providers. 5 Different Processes.
3. Let Someone Else Handle It
4. Free HIPAA Request Email Builder
5. Records Organized in 10 Business Days
6. Stop Chasing Fax Machines
7. One Bundle. Every Provider.
8. Navigator Handles All Requests
9. HIPAA-Compliant. Organized. Portable.
10. $199 Deposit Reserves Your Start Date
11. Managing Records for a Parent?
12. From Request to Organized Bundle
13. Every Provider. Every Record. Done.
14. Your Navigator Submits Everything
15. Free Tool or Full Service

Descriptions (4 options, Google selects best 2):

1. Averyn's Record Vault: a navigator submits every records request, tracks every response, and delivers one organized bundle. $999 total. Start with a free 15-min call.
2. Requesting records from multiple providers? Each one has a different form, portal, and timeline. Your Averyn navigator handles all of it - portal, fax, mail - and follows up when they stall.
3. Use our free email builder to draft a HIPAA request in minutes. Or let an Averyn navigator handle every request, track every response, and organize everything into one portable bundle.
4. Managing a parent's medical records across hospitals, specialists, and home health? One conversation with a navigator. They handle the rest. 10 business day delivery target.

Sitelink extensions:

• Record Vault Details -> /record-vault/
• Free Email Builder -> /tools/medical-records-request-email-builder/
• How Records Requests Work -> /topics/requesting-medical-records/
• Start a Conversation -> /start/

Callout extensions:

• Free 15-Min Intro Call
• $199 Deposit, $999 Total
• 10 Business Day Target
• Non-Clinical Coordination

Structured snippet:

• Types: Records Request, Authorization Tracking, Provider Follow-Up, Record Organization, Baseline Summary, Care Team Directory

RSA 2: DIY-First (Free Tool Lead)

Headlines:

1. Free Medical Records Request Builder
2. Generate a HIPAA Request Email
3. No Account Required
4. Draft Your Request in Minutes
5. Subject Line + Body + Checklist
6. Works for Any Provider
7. Hospital, Specialist, or Home Health
8. Runs in Your Browser
9. Plus: Full-Service Record Vault
10. Need Help with Multiple Providers?

Descriptions:

1. Walk through destination, authority, scope, and delivery - get a ready-to-send HIPAA request email. Free, no login. Health details stay in your browser.
2. Our email builder drafts the request. Need someone to handle all of it? The Averyn Record Vault: a navigator submits every request and delivers an organized bundle. $999.

Conversion Tracking

Google Ads conversion actions to configure:

1. Primary: deposit_click - fires on any data-cta link click on the LP (JavaScript event)
2. Secondary: intro_call_click - fires on /start/ page view with LP referrer
3. Offline: Stripe webhook -> Google Ads offline conversion API (deposit completed)

Design Notes

• No form on this LP - the primary CTA is a link to /start/ (intake form) and Stripe deposit link
• The free tool link is visually subordinated (ghost button, smaller text, separated by a divider)
• The pricing card uses card--highlight to match the existing product page pattern
• The step-num circles (1-2-3) match the visual pattern used on /how-it-works/
• Same brand guidelines as other LPs: warm, domestic, not clinical

Sora Image Prompt (Optional Hero Visual)

A warm, well-lit kitchen table scene. A woman in her late 40s sits with a laptop open, a manila folder of medical paperwork beside her, and a cup of coffee. She looks relieved - leaning back slightly, one hand on the closed folder as if she just finished a task. Natural light from a window. No medical equipment, no hospital setting, no stethoscopes. Warm tones, shallow depth of field. The feeling is "this is handled."