Welcome Pack Plan — Carepatron

Benefit 1

90 days

Full Advanced plan for up to 5 practitioners. $750 value.

Benefit 2

$1,000

Free payment processing. Stripe fees covered on first $1k.

Benefit 3

1:1 call

30-min setup session with a product specialist in their timezone.

Discount

25% off

First 12 months, annual billing only. Advanced from $29.25/mo.

Offer structure

Resolved

Free with CC required (not $25 purchase). "Free" outperforms in ad creative. The CC requirement filters tire-kickers. Auto-converts at Day 90.

Flow: Claim free pack → CC captured → 90-day Advanced starts → subscription auto-begins at discounted rate on Day 90 (7-day warning email).

Benefit	What they get	Cost to CP	Perceived value
90 days Advanced	Full plan, up to 5 practitioners	$0 revenue	$750
$1,000 processing	Stripe fees covered on first $1k	~$30-60	$1,000
1:1 onboarding	30-min setup session	~$25-50 staff	$200+
25% off 12mo	Annual billing only. Adv: $29.25/mo	Revenue reduction	Save $XXX/yr

Why 12 months, not lifetime: Avoids permanent shadow pricing tier. 12 months gets past the high-churn danger zone (30.4% cancel in first 30 days). Annual-only locks in revenue.

$1,000 processing: Repackages the onboarding dashboard gift already shipping April 1. Same mechanic, different framing. No additional eng.

Offer stack cleanup at launch

Existing offer	Action
$1/mo campaigns	Already expired by June. Don't resurrect.
50% off for 6 months	Phase out. Organic signups see lighter offer (30% off 3mo).
Year of Care competition	One-time campaign, will have ended.
70% off cancel save	Keep. Different funnel (retention).
Welcome pack 25% off 12mo	New primary acquisition offer.

Audience & tracks

Resolved

"New to Carepatron" = never created an account. Enforced by email check at signup. US only at launch.

Audience	Eligible?	Alternative
Never signed up	Yes	Welcome pack
Active free / freemaxer	No	Practice Upgrade Pack (separate)
Churned paid	No	Win-back offer (separate CIO campaign)
Active paid	No	1:1 optimization session, no discount

Three profession tracks + generic

50/50 personalized vs generic split to prove personalization works.

Track	Professions	Terminology	Lead feature
Mental Health	Counseling, Psychology, Therapy, Social Work	clients / sessions	Clinical notes + portal
SLP	Speech-Language Pathology	patients / appointments	Documentation + scheduling
Allied Health	PT, OT, Chiro, Massage	patients / appointments	Scheduling + payments
Generic	Everyone else (control)	clients / appointments	Feature-balanced

Onboarding journey

Resolved

Modify Onboarding V2, don't rebuild. Conditional branches in existing Campaign 1. 1:1 call is the centerpiece.

Standard V2

Welcome Pack variant

Branch by signup_goal

Profession-specific. "Here's what you've unlocked."

"Add your first service"

"Book your free setup session" — calendar link

Branch feature order

Profession-specific features (MH→notes, SLP→docs, AH→scheduling)

Testimonials

Welcome pack specific social proof

How-to guide

Post-call follow-up: "Based on our conversation..."

App download, referral

"Your practice is taking shape" + usage stats

"10/2 days left"

90-day sequence: Day 30/60/75/83/88

Behavioral triggers (new)

No call booked by Day 3 → nudge email

No client created by Day 7 → "Need help getting started?"

Stripe not connected by Day 14 → "Unlock your $1,000 gift"

3+ features by Day 14 → "You're ahead of 80%"

1:1 Onboarding: Glen's team. "Complimentary practice setup session." ~2.5 calls/business day at 50 claims/mo. If 200/mo, need dedicated specialist. Booking via Calendly across ET/CT/MT/PT.

Email & SMS journey

17 templates

Email templates (vault file)

02-Projects/Carepatron/Welcome-Pack/email-templates.md

Touchpoint	Channel	Timing	Content
Pack confirmation	Email	Immediate	"Your Welcome Pack is active."
Book setup session	Email + SMS	Day 1	"Your free 1:1 session is ready."
Call reminder	SMS	1hr before	"Session starts in 1 hour."
Post-call follow-up	Email	1hr after	Personalized next steps
Week 1 check-in	Email	Day 7	Usage stats + feature nudge
Month 1 progress	Email	Day 30	Celebrate + discovery
Month 2 milestone	Email	Day 60	Profession success story
15 days left	Email + SMS	Day 75	"Advanced ends in 15 days"
7 days left	Email	Day 83	"Plan starts next week"
Final heads-up	Email + SMS	Day 88	"Plan starts Monday"

SMS strategy: Minimal. 3 touchpoints only (booking, reminder, Day 75). 94% SMS bounce from landlines — form captures mobile specifically.

Signup flow integration

Eng required

Key difference: CC capture at Step 2 via Stripe Setup Intent. Only eng dependency for the signup flow.

Step	Standard	Welcome pack
1	Practitioner/Client	Skipped (landing page establishes this)
2	Email + password	Same + credit card fields (Stripe Elements)
3-6	Name, business, team, setup	Same (profession pre-filled from UTM)
7	Email verification	Same
8	Dashboard	Welcome pack variant with progress tracker

Attributes set at signup

// CIO attributes
welcome_pack: true
welcome_pack_profession: mental_health | slp | allied_health | generic
welcome_pack_date: [signup date]
welcome_pack_trial_end: [signup date + 90 days]

// PostHog properties
flow_version: welcome_pack
welcome_pack_profession: [track]

Creative & ads

Scripts done

Landing page (live)

carepatron-welcome-pack.netlify.app — 4 profession variants via ?track= param

UGC ads: 6 scripts written (4×30s + 2×60s). Mental Health, SLP, Allied Health, Generic, plus 60s deep dive and "unboxing" style.

AI video tool: Arcads recommended for production ($110/mo, most realistic). HeyGen for high volume. Creatify for rapid testing. ~$350/mo covers all phases.

Compliance: NY AI disclosure law takes effect June 2026. Add "Simulated practitioner, created with AI" to all AI-generated ads.

3D assets: Guide written for Spline, Midjourney, Gemini. Freelancer brief included. $200-600 total for 4 production assets.

Deliverables

7/10 complete

Landing page — 4 variants deployed to Netlify

Done carepatron-welcome-pack.netlify.app

CIO email templates — 17 touchpoints with Liquid personalization

Done Welcome-Pack/email-templates.md

CIO journey spec — branching logic, segments, event triggers

Done Included in email-templates.md

UGC video scripts — 4×30s + 2×60s

Done Welcome-Pack/ugc-scripts.md

Specialist call playbook — 3 profession scripts + FAQ

Done Welcome-Pack/specialist-playbook.md

AI video research — Arcads recommended for production

Done Welcome-Pack/ai-video-research.md

3D asset guide — Spline/Midjourney/Gemini + freelancer brief

Done Welcome-Pack/3d-asset-guide.md

3D assets (production) — 4 isometric token icons

Design Fiverr/Spline, $200-600

UGC video (production) — test in Arcads, produce with real creator

Design ~$350/mo

Practice Upgrade Pack — landing page for existing users (stretch)

Carlos Not blocking launch

Dependencies

4-6 eng days

CC capture at signup (Stripe Setup Intent)

Eng 2-3d Julian? — Blocking

Auto-subscribe at Day 90 with saved payment method + coupon

Eng 2-3d Blocking

Stripe coupon: 25% off annual, 12-month duration

Carlos 30 min, self-serve

CIO attributes (welcome_pack, profession, dates)

CIO Carlos, 1 hour

PostHog flow_version property

Carlos 1 hour

Landing page (4 variants on Netlify)

Done

CIO journey branches (build campaign)

CIO Carlos + Priya

PostHog dashboard (Welcome Pack funnel)

Carlos

Brief Glen's team on specialist call program

Carlos

Blocked on: 14-day trial test results (Week 8, May 25) • Pricing simplification decision • Onboarding dashboard gift mechanics confirmed

Timeline

Jun 2 launch

Mar 27, 2026

Plan finalized + creative deliverables complete

Landing page, email templates, UGC scripts, playbook, research

Mar 30, 2026

14-day trial ships

Do NOT ship welcome pack during trial test weeks 1-8

Apr 1 – May 25

Build period

Commission 3D assets, produce UGC videos, build CIO campaign, create PostHog dashboard, queue eng work

May 25, 2026

14-day trial Week 8 decision

If trial holds: proceed. If reverted: adjust welcome pack trial length.

Jun 2, 2026

Welcome Pack launches

Ads go live, landing page promoted, CIO journey active

Jun 16 (Wk 2)

Leading indicators check

Pack claims, call bookings. Adjust if claim rate <5%.

Jun 30 (Wk 4)

Setup completion check

Adjust specialist scripts if completion <40%.

Aug 25 (Wk 12)

Conversion decision

First cohort hits Day 90. <5% = diagnose. 5-15% = optimize. >15% = scale.

Nov 24 (Wk 24)

Retention signal

If retention >85%, expand to international. If <75%, investigate.

Metrics & targets

7 KPIs

Primary: 90-day post-pack paid conversion rate. Target: 15%+ (vs 3.6% organic).

Metric	Target	Why
Pack claim rate	≥10% of visitors	Validates offer + landing page
1:1 call booking	≥60% of claimers	Highest-leverage conversion driver
Call completion	≥80% of bookings	No-shows waste specialist time
Setup completion	≥50% in 14 days	Feature investment predicts conversion
Stripe connection	≥40% in 14 days	Required for gift; signals payment intent
6-month retention	≥90%	Must beat organic (73-80%)
CAC payback	<4 months	Ad spend + staff / monthly revenue

Kill criteria: <5% conversion at Week 12 with no clear fix. Or CAC payback >8 months.

Decision points

Week	Check	Action
Week 2	Claims, call bookings	Adjust ads/LP if claim <5%
Week 4	Setup, call completion	Adjust scripts if <40%
Week 12	Day 90 conversion	<5% diagnose / 5-15% optimize / >15% scale
Week 24	6-month retention	>85% expand international / <75% investigate

Verification plan:

Pre-launch (Wk -1): E2E test — claim on LP, signup with CC, verify CIO triggers, PostHog events, Stripe Setup Intent, 90-day countdown.

Launch day: Monitor Netlify analytics, CIO campaign entry rates, PostHog events. Specialist team briefed.

Week 1: Daily check on claim rate, call bookings, signup errors.

Week 4: A/B test LP headline, adjust ad targeting by track performance.

New Practice Welcome Pack

Conversion target

Offer structure

Offer stack cleanup at launch

Audience & tracks

Three profession tracks + generic

Onboarding journey

Behavioral triggers (new)

Email & SMS journey

Creative & ads

Deliverables

Dependencies

Timeline

Metrics & targets

Decision points