Implementation PlaybookDSO · Group Practice

WEO Media

Step-by-step implementation guide — pre-implementation checklist, onboarding, staff training, go-live runbook, and ROI tracking.

Contents

WEO Media — Implementation Playbook (DSO)

WEO Media Implementation Playbook for DSOs

Marketing & Acquisition AI Platform Deployment Guide

1. Executive Summary

What WEO Media Does

WEO Media is an AI-powered dental marketing platform that automates patient acquisition through intelligent campaign management, predictive analytics, reputation monitoring, and multi-channel digital marketing optimization. The platform centralizes marketing operations across locations while leveraging machine learning to optimize ad spend, personalize patient communications, and predict acquisition costs.

Why DSOs Specifically Benefit

DSOs operating at scale unlock distinct advantages from AI-driven marketing platforms that single practices cannot achieve:

Data Aggregation Power: With 15–50+ locations generating patient interaction data, your AI models become exponentially smarter—learning which campaigns, messaging, and channels perform best across demographics, markets, and service lines
Standardization with Localization: Enforce brand consistency while the AI automatically tailors messaging to local market conditions, competitive landscapes, and patient preferences
Economies of Scale: Centralized campaign management reduces per-location marketing overhead by 40–60% while improving performance through shared learning
Cross-Location Insights: Identify your highest-performing locations and systematically replicate their marketing playbooks across underperformers
Predictive Budget Allocation: AI dynamically shifts marketing spend toward locations and campaigns with the highest predicted ROI, impossible to achieve manually at scale

Expected Timeline: Decision to Full Deployment

Phase	Duration	Milestone
Pre-Implementation	Weeks 1–2	Infrastructure audit, stakeholder alignment, baseline capture
Pilot Wave (2–3 locations)	Weeks 3–6	Configuration, training, initial go-live
Wave 2 (5–8 locations)	Weeks 7–10	Expanded rollout with refined playbook
Wave 3+ (Remaining locations)	Weeks 11–16	Full deployment
Optimization	Weeks 17–24	Performance tuning, ROI validation

Total timeline: 4–6 months for a 25-location DSO; 5–8 months for 50+ locations

2. Pre-Implementation Checklist (Weeks 1–2)

Technical Requirements

Hardware

☐ Verify all locations have workstations with minimum 8GB RAM, modern browsers (Chrome/Edge, updated within last 6 months) ☐ Confirm front desk computers can support browser-based dashboard access during patient flow ☐ Identify locations requiring hardware upgrades—flag for IT procurement

Software

☐ Document current PMS versions across all locations (Dentrix, Eaglesoft, Open Dental, other) ☐ Inventory existing marketing tools to be sunset or integrated (Mailchimp, Google Ads accounts, social schedulers) ☐ Confirm CRM systems in use, if any (Salesforce, HubSpot, or PMS-native)

Network

☐ ⚠️ Verify minimum 50 Mbps download speed at each location (marketing dashboards are data-heavy) ☐ Confirm firewall rules allow outbound API connections to WEO Media domains ☐ Document VPN requirements if applicable for centralized access

Integrations Required

☐ Practice Management System API access or HL7 integration capability ☐ Google Business Profile admin access for all locations ☐ Google Ads account access (or plan for WEO Media to create managed accounts) ☐ Facebook/Meta Business Manager admin access ☐ Website hosting credentials (or plan for WEO Media website management) ☐ Call tracking system integration requirements

Vendor Onboarding Steps

🔵 Key Contacts to Establish

☐ Dedicated WEO Media Implementation Manager—request named contact ☐ Technical Integration Specialist for API/PMS connectivity ☐ Creative Services Lead for brand asset coordination ☐ Ongoing Account Manager (post-implementation) ☐ Escalation contact for critical issues

🔵 Onboarding Meetings to Schedule

☐ Week 1: Discovery call—share location list, current marketing state, and strategic goals (2 hours) ☐ Week 1: Technical integration planning session (90 minutes) ☐ Week 2: Brand and creative assets review (60 minutes) ☐ Week 2: Training plan alignment (60 minutes)

Data/Access Prerequisites

Credentials to Gather

☐ Admin credentials for each location's PMS (or API keys if available) ☐ Google Workspace/email admin access for review request automation ☐ Social media page admin access for all locations ☐ Website CMS credentials (WordPress, Squarespace, or custom) ☐ Current analytics access (Google Analytics, existing dashboards) ☐ Phone system/call tracking admin access

Data to Prepare

☐ 🔵 Export last 12 months of new patient data by location (source, spend, conversion) ☐ Current marketing creative assets (logos, approved images, brand guidelines) ☐ Location-specific service menus and pricing (if variable) ☐ Provider headshots and bios for all locations ☐ Patient testimonials and reviews approved for marketing use

Internal Stakeholder Alignment

🟣 Approval Required From

☐ CEO/COO: Budget approval, strategic alignment sign-off ☐ CFO: Marketing spend reallocation, ROI expectations agreement ☐ Chief Dental Officer: Clinical messaging review process, provider participation requirements ☐ VP of Operations: Rollout timeline, resource allocation ☐ Legal/Compliance: HIPAA review, patient communication approval, advertising disclaimers

Informed/Consulted Stakeholders

☐ Board/Investors: AI adoption initiative awareness (for quarterly updates) ☐ Regional Managers: Timeline, expectations, their role in rollout ☐ IT Director: Technical requirements, security review ☐ HR: Training time allocation, potential new role requirements ☐ Current Marketing Staff: Role evolution, not replacement framing

Stakeholder Alignment Map

Stakeholder	Role in Implementation	Communication Frequency	Key Concerns to Address
Board/Investors	Awareness, funding approval	Monthly summary	ROI timeline, competitive positioning
CEO/COO	Executive sponsor	Weekly during rollout	Strategic alignment, timeline adherence
CFO	Budget holder	Bi-weekly	Spend efficiency, measurable returns
CDO	Clinical oversight	As needed	Patient safety, clinical accuracy in messaging
VP Operations	Project owner	Daily during active waves	Execution quality, staff impact
Regional Managers	Wave execution	Daily during their wave	Location readiness, staff adoption
Office Managers	Local implementation lead	Daily during go-live week	Workflow disruption, training support
Providers	End users (review requests, referral programs)	Training + monthly	Time impact, patient experience

Baseline Metrics to Capture

⚠️ Critical: Standardize Measurement Before Go-Live

Without consistent baseline metrics, you cannot prove ROI or compare locations. Capture these identically across all locations:

Marketing Performance Metrics

Metric	Definition	Capture Method	Target Timeframe
New Patient Volume	First-visit appointments scheduled	PMS report	Last 12 months, monthly
Patient Acquisition Cost (PAC)	Total marketing spend ÷ new patients	Manual calculation	Last 12 months
Marketing Spend	Total $ spent on all marketing activities	Finance records	Last 12 months, by channel
Lead-to-Appointment Rate	Inquiries that become scheduled appointments	Call tracking + PMS	Last 6 months
Online Review Volume	New reviews per month	Reputation platform	Last 12 months
Average Review Rating	Star rating across platforms	Manual audit	Current snapshot
Website Traffic	Unique visitors per month	Google Analytics	Last 12 months
Website Conversion Rate	Visitors who schedule/call	Analytics + tracking	Last 6 months

Operational Metrics (for correlation)

☐ Production per new patient (first 12 months of patient value) ☐ Case acceptance rate ☐ Provider capacity utilization ☐ Front desk call answer rate ☐ Appointment request response time

🟣 Executive Decision Required

Standardization choice: Will you require all locations to use the same tracking methodology, or accept variance in historical data quality?

Recommendation: Accept historical variance but mandate standardized tracking going forward. Create a "data quality score" per location to adjust confidence in comparisons.

Enterprise-Level Requirements

Network Standards

☐ 🟣 Decide: Centralized hosting (all data flows through HQ) vs. location-level instances with central reporting ☐ Document minimum network requirements in IT standards document ☐ Establish VPN or secure connection requirements for location dashboard access

Identity & Access Management

☐ 🔵 Confirm WEO Media supports SSO (SAML 2.0, OAuth) ☐ Map SSO integration requirements with your identity provider (Okta, Azure AD, etc.) ☐ Define role-based access control structure:

Central Marketing Team: Full access, all locations
Regional Managers: Full access, their locations only
Office Managers: Limited access, their location only
Providers: View-only, their location only

Centralized Credentialing

☐ Designate a single point of contact for vendor credentialing ☐ Execute enterprise BAA (not per-location) ☐ Establish vendor access provisioning workflow

3. Location Readiness Assessment

Scoring Framework

Rate each location 1–5 on the following factors. Higher scores indicate greater readiness for early-wave rollout.

Factor 1: IT Infrastructure Maturity

Score	Criteria
5	Fiber internet (100+ Mbps), hardware < 2 years old, PMS fully updated, existing integrations successful
4	Cable internet (50+ Mbps), hardware < 3 years old, PMS current version, minimal integration issues
3	Adequate internet (25+ Mbps), hardware functional, PMS within 1 version of current, some IT support needed
2	Slow internet, aging hardware requiring upgrades, PMS outdated, history of IT issues
1	Unreliable internet, hardware needs replacement, PMS significantly outdated, frequent technical problems

Factor 2: Staff Tenure and Adaptability

Score	Criteria
5	Low turnover (<15%/year), previous successful tech adoption, staff expresses enthusiasm for new tools
4	Moderate turnover (15–25%), generally positive tech adoption history, receptive to training
3	Average turnover (25–35%), mixed tech adoption results, neutral attitude toward change
2	High turnover (35–50%), struggled with past tech changes, some resistance expected
1	Very high turnover (>50%), poor tech adoption history, active resistance to change likely

Factor 3: Patient Volume

Score	Criteria
5	High volume (150+ new patients/month)—maximum AI learning opportunity, manageable complexity
4	Above average (100–149 new patients/month)—strong data generation
3	Average (60–99 new patients/month)—sufficient for meaningful patterns
2	Below average (30–59 new patients/month)—slower AI learning curve
1	Low volume (<30 new patients/month)—limited data for optimization

Note: Highest-volume locations offer maximum impact but also maximum risk if issues occur. Balance with other factors.

Factor 4: Existing Tech Stack Compatibility

Score	Criteria
5	Dentrix Enterprise, Eaglesoft, or Open Dental with confirmed WEO Media integration; existing call tracking
4	Supported PMS with standard integration; willing to add call tracking
3	Supported PMS but may require custom configuration; no call tracking currently
2	Less common PMS requiring workarounds; multiple legacy systems to reconcile
1	Unsupported PMS or highly customized setup; integration will be complex

Factor 5: Local Champion Availability

Score	Criteria
5	Tech-forward Office Manager + engaged lead provider; previous champion experience
4	Strong Office Manager willing to champion; provider support confirmed
3	Office Manager capable but not enthusiastic; provider neutral
2	Office Manager stretched thin; no natural champion identified
1	Leadership vacancy or turnover expected; no viable champion

Composite Readiness Score Calculation

Formula: (IT × 1.5) + (Staff × 1.5) + (Volume × 1.0) + (Tech Stack × 1.0) + (Champion × 2.0)

Maximum Score: 35 points

Score Range	Readiness Level	Rollout Recommendation
30–35	Excellent	Wave 1 pilot candidate
24–29	Good	Wave 2 candidate
18–23	Moderate	Wave 3, with pre-work
12–17	Low	Wave 4, address gaps first
<12	Not Ready	Remediation required before rollout

Sample Readiness Assessment Matrix

Location	IT (×1.5)	Staff (×1.5)	Volume (×1.0)	Tech (×1.0)	Champion (×2.0)	Total	Wave
Downtown Metro	5 (7.5)	4 (6)	5	5	5 (10)	33.5	1
Suburban East	4 (6)	5 (7.5)	4	4	4 (8)	29.5	1
Northside Family	4 (6)	4 (6)	3	4	4 (8)	27	2
Westview	3 (4.5)	3 (4.5)	4	3	3 (6)	22	3
Rural Community	2 (3)	3 (4.5)	2	2	2 (4)	15.5	4

Rollout Sequence Recommendation

Wave 1 Selection Criteria (Pick 2–3 locations)

☐ Score ≥30
☐ Represents portfolio diversity (urban/suburban, high/medium volume)
☐ Champion has bandwidth during pilot period
☐ Not currently undergoing other major changes
☐ Close enough to HQ for in-person support if needed

🟣 Executive Decision Required

Confirm Wave 1 selections with VP Operations and Regional Managers before proceeding. Document rationale for selections not based purely on score.

4. Rollout Strategy

Wave Structure Recommendation

Wave 1: Pilot (2–3 Locations)

Purpose: Validate integration, refine training, identify configuration adjustments Duration: 4 weeks (2 weeks setup + 2 weeks live operation) Selection Criteria:

Highest readiness scores
Represents at least 2 market types (e.g., urban + suburban)
Champions available for extended feedback sessions
Not your highest-volume locations (limit blast radius)

Wave 2: Expansion (5–8 Locations)

Purpose: Scale with refined playbook, test support capacity Duration: 3 weeks per sub-wave (may split into 2a and 2b) Selection Criteria:

Readiness score 24–29
Apply lessons learned from Wave 1
Include 1 location that's representative of lower-readiness sites (test your support model)

Wave 3: Full Deployment (Remaining Locations)

Purpose: Complete rollout, focus on efficiency Duration: 2–3 weeks per cohort of 8–10 locations Selection Criteria:

All remaining locations
Group by regional manager for efficiency
Schedule remediation for locations that required pre-work

Timeline Per Wave

Wave 1 Timeline (4 weeks)

Week	Activities
Week 3	🔵 Integration setup, configuration, champion training
Week 4	Staff training, test campaigns, parallel run
Week 5	Go-live, daily monitoring, issue resolution
Week 6	Stabilization, lessons learned capture, playbook updates

Wave 2 Timeline (3 weeks per cohort)

Week	Activities
Week 1	Integration, configuration using standardized template
Week 2	Champion-led training, test validation
Week 3	Go-live, monitoring, stabilization

Wave 3 Timeline (2 weeks per cohort)

Week	Activities
Week 1	Rapid configuration, champion training
Week 2	Go-live, handoff to steady-state support

Buffer Between Waves

Wave 1 → Wave 2: 1-week buffer minimum for playbook refinement
Wave 2 → Wave 3: 3–5 day buffer for scaling adjustments
⚠️ Never skip the buffer—compressed timelines consistently cause rollout failures

Go/No-Go Criteria

To Advance from Wave 1 to Wave 2

Criterion	Threshold	Measurement
Integration stability	Zero critical integration failures in final 5 days	Incident log
Staff competency	90% of trained staff pass competency check	Training records
Campaign performance	Campaigns running, baseline data flowing	Dashboard verification
Champion confidence	Champions rate readiness ≥4/5	Champion survey
Support capacity	All Wave 1 issues resolved within SLA	Ticket analysis

🟣 Go/No-Go Decision Authority

VP Operations makes go/no-go recommendation
CEO/COO has final approval authority
Document decision and rationale in project records

Rollback Plan

If a Wave Fails (>3 critical issues unresolved after 72 hours)

Pause: Halt any in-progress go-lives
Isolate: Determine if issue is systemic or location-specific
Communicate: Brief regional managers within 4 hours
Stabilize: 🔵 Work with WEO Media to resolve root cause
Re-baseline: Extend current wave timeline; do not advance
Resume: Only after root cause resolved and verified at affected locations

Location-Level Rollback Steps

☐ Disable WEO Media campaign automations ☐ Reactivate previous marketing systems/campaigns ☐ Notify staff to revert to previous workflows ☐ Continue data sync for analysis but disable active features ☐ Document all issues for vendor escalation

⚠️ Critical: Protect Other Locations

A failure in one wave should NOT disrupt already-live locations. Ensure isolation in:

Campaign configurations
Budget allocations
Staff permissions

5. Configuration & Integration (Weeks 2–3)

Practice Management System Integration

Dentrix Enterprise

☐ 🔵 Request Dentrix API credentials from Henry Schein (allow 5–7 business days) ☐ Verify Dentrix version is 18.0+ (minimum for API compatibility) ☐ Configure API endpoints in WEO Media platform:

Patient demographics sync
Appointment scheduling data
New patient identification ☐ Set data sync frequency (recommend: every 15 minutes for patient data, real-time for appointments) ☐ ⚠️ Test patient matching logic—verify no duplicate records created ☐ Validate HIPAA audit logging is enabled for all API transactions

Eaglesoft

☐ 🔵 Enable Eaglesoft API (Patterson support may be required) ☐ Document Eaglesoft version across all locations (requires 21.0+) ☐ Configure database connection strings (location-specific) ☐ Set up read-only service account (do not use admin credentials) ☐ Test bi-directional data flow:

New patient flags from PMS → WEO Media
Lead source attribution from WEO Media → PMS ☐ Verify firewall rules allow outbound connections

Open Dental

☐ Enable Open Dental API in Program Properties ☐ Generate API key per location (or enterprise key if available) ☐ Configure in WEO Media:

Patient sync
Appointment data
Treatment status (for re-marketing campaigns) ☐ Test in Open Dental's built-in API tester before production ☐ ⚠️ Open Dental updates frequently—document version and test after updates

Website & Digital Presence Integration

Website Integration

☐ 🔵 If using WEO Media managed websites: Provide current site content, branding assets ☐ If keeping existing websites: Install WEO Media tracking pixel on all pages ☐ Implement conversion tracking on:

Appointment request forms
Phone number clicks
Chat widget interactions ☐ Verify SSL certificates are valid on all location websites ☐ Connect Google Analytics to WEO Media dashboard

Google Business Profile

☐ Verify GBP admin access for all locations ☐ 🔵 Grant WEO Media manager access (not ownership transfer) ☐ Audit current GBP accuracy (NAP consistency, hours, services) ☐ Connect review response automation ☐ Enable appointment booking through GBP if supported

Paid Advertising Accounts

☐ 🟣 Decide: Use existing Google Ads accounts or WEO Media managed accounts ☐ If existing: Grant WEO Media admin access to Google Ads MCC ☐ Document current campaign structures and budgets ☐ 🔵 Plan campaign migration/transition strategy ☐ Connect Meta Business Manager for Facebook/Instagram campaigns ☐ Verify billing is set up correctly (centralized vs. per-location)

Call Tracking Integration

☐ 🔵 Implement WEO Media call tracking numbers for:

Website
Google Ads
Organic search
Social media ☐ Configure call recording (verify state consent requirements) ☐ Set up call whisper for source identification ☐ Test call routing to correct locations ☐ ⚠️ Port numbers carefully—mistakes can lose patient calls

Test Environment Setup

Recommended Approach: Centralized Test Environment

☐ 🔵 Request WEO Media sandbox/staging environment ☐ Configure with sample data from one pilot location ☐ Test all integration points before any production connection ☐ Document test cases:

New patient lead flows end-to-end
Campaign creation and launch
Report generation
Review request automation
Call tracking attribution

Validation Checklist (Complete for Each Location)

☐ PMS data sync verified (patient record appears within expected timeframe) ☐ Website tracking pixel firing (verify in browser developer tools) ☐ Call tracking numbers routing correctly ☐ Google Business Profile connected ☐ Review request automation test sent successfully ☐ Dashboard displaying accurate data ☐ User logins working (SSO if applicable) ☐ Role-based access controls correct

Data Migration

Historical Marketing Data

☐ 🔵 Export historical data from previous marketing platforms:

Campaign performance (last 12 months minimum)
Lead source attribution
Spend by channel
Review history ☐ Provide to WEO Media in specified format ☐ Validate historical data appears correctly in dashboards ☐ Document any data gaps or quality issues

Patient Data Considerations

☐ ⚠️ Do NOT migrate patient PII directly—use PMS integration ☐ Confirm data retention policies align with HIPAA requirements ☐ Document data deletion procedures for when needed

Security & HIPAA Compliance

Enterprise-Level HIPAA Checklist

☐ 🔵 Execute enterprise BAA with WEO Media (covers all locations) ☐ Verify WEO Media SOC 2 Type II certification (request report) ☐ Document data flow diagram (where does PHI travel?) ☐ Confirm encryption standards:

Data at rest: AES-256
Data in transit: TLS 1.2+ ☐ Review access logging capabilities ☐ Verify breach notification procedures align with your incident response plan ☐ Document data residency (US-only requirement if applicable)

Access Control Verification

☐ Implement principle of least privilege in role assignments ☐ Enable multi-factor authentication for all users ☐ Configure automatic session timeout (recommend: 15 minutes inactive) ☐ Establish user provisioning/deprovisioning workflow ☐ Schedule quarterly access reviews

Configuration Standardization

Settings to Standardize Centrally

Configuration	Standardize	Rationale
Brand voice and messaging tone	Yes	Consistency across portfolio
Review request timing and frequency	Yes	Best practices, compliance
Call tracking number format	Yes	Reporting consistency
Dashboard access roles	Yes	Security, governance
Campaign naming conventions	Yes	Cross-location analysis
Budget allocation rules	Yes	Financial controls
Reporting templates	Yes	Executive reporting

Settings to Allow Local Discretion

Configuration	Localize	Rationale
Service offerings highlighted	Yes	Local service mix varies
Special offers/promotions	Yes	Market competition varies
Provider bios and photos	Yes	Personnel differences
Office hours messaging	Yes	Schedule variations
Local community involvement	Yes	Authentic local presence
Target radius for ads	Yes	Geography-specific

6. Team Training Plan

Train-the-Trainer Model

Champion Selection Criteria

Each location needs ONE designated champion who will:

Complete advanced WEO Media certification
Train their local team
Serve as first-line support during rollout
Provide feedback to central team

Ideal Champion Profile: ☐ Office Manager or lead front desk (not a provider—they're too busy) ☐ 12+ months tenure at location ☐ Positive attitude toward technology ☐ Strong communication skills ☐ Respected by peers ☐ Available for ~10 hours of training + ongoing support time

Champion Responsibilities

Phase	Time Commitment	Responsibilities
Pre-launch	8–10 hours	Complete certification, customize training materials
Launch week	10–15 hours	Train staff, support go-live, troubleshoot
First month	3–5 hours/week	Reinforce training, collect feedback, escalate issues
Steady state	1–2 hours/week	New hire training, monthly check-ins

🔵 Champion Certification Program

☐ Champions complete WEO Media online certification (4 hours self-paced) ☐ Champions attend live Q&A session with WEO Media trainer (1 hour) ☐ Champions pass competency assessment (80% minimum) ☐ Champions receive certification badge and direct support access

Standardized Training Materials

Create Centrally

☐ Role-specific training slide decks ☐ Quick reference guides (one-pagers) ☐ Video walkthroughs of common tasks ☐ FAQ document addressing common concerns ☐ Competency assessment questions

Champions Customize Locally

☐ Location-specific examples ☐ Local team schedule integration ☐ Provider preferences documentation ☐ Location-specific promotional focus

Role-Specific Training Outlines

Dentists/Providers

Training Time: 30 minutes initial + 15 minutes monthly updates Format: Live demo (can be virtual), followed by quick reference guide

Content:

Overview of marketing platform (5 min)
- What is WEO Media and why are we using it
- How it supports practice growth
Provider-specific touchpoints (15 min)
- Review request follow-up workflow
- Patient testimonial participation (if applicable)
- Referral program mechanics
- How marketing drives their schedule
What they'll see differently (10 min)
- New patient source in chart notes
- Monthly marketing performance summary
- Lead follow-up alerts (if applicable)

Common Resistance Points:

"This is a waste of my time" → Emphasize: 30 minutes total, then hands-off. Marketing brings patients to fill their chairs.
"I don't want to ask for reviews" → Explain automated review requests after appointments require zero provider effort.

Day 1 Cheat Sheet for Providers:

┌────────────────────────────────────────────────────────────┐
│ WEO MEDIA - PROVIDER QUICK REFERENCE                       │
├────────────────────────────────────────────────────────────┤
│ WHAT'S NEW:                                                │
│ • Patients will receive automated review requests          │
│ • You may see "Lead Source" in patient notes              │
│ • Monthly marketing dashboard available (optional view)    │
│                                                           │
│ YOUR ACTION ITEMS:                                         │
│ • None! Marketing automation runs in background            │
│ • If patient mentions seeing an ad: great! We track that  │
│                                                           │
│ QUESTIONS? → Ask [Champion Name]                           │
└────────────────────────────────────────────────────────────┘

Front Desk / Office Manager

Training Time: 2 hours initial + 30 minutes weekly for first month Format: Hands-on workshop, screen sharing, practice scenarios

Content:

Platform overview and login (15 min)
- Accessing the dashboard
- Understanding your role permissions
- SSO login process
Daily workflow changes (30 min)
- New patient lead notifications
- Lead follow-up process and timing
- Call tracking—why the numbers look different
- Documenting lead sources accurately
Review management (30 min)
- Monitoring incoming reviews
- Responding to reviews (approved language)
- Escalating negative reviews
- Understanding review request automation
Reporting basics (30 min)
- Accessing location dashboard
- Key metrics to monitor
- When to alert champion/manager
Troubleshooting common issues (15 min)
- Lead not showing in system
- Call tracking number issues
- Login problems

Common Resistance Points:

"This is extra work on top of everything else" → Acknowledge, then show how automation reduces manual marketing tasks
"What if I make a mistake?" → Errors are fixable; system has safeguards; you won't be blamed during learning curve
"Our current system works fine" → Frame as enhancement, not criticism; show specific improvements

Day 1 Cheat Sheet for Front Desk:

┌────────────────────────────────────────────────────────────┐
│ WEO MEDIA - FRONT DESK QUICK REFERENCE                     │
├────────────────────────────────────────────────────────────┤
│ LOGGING IN:                                                │
│ 1. Go to [URL]                                             │
│ 2. Click "Sign in with SSO" and use your normal login      │
│                                                           │
│ NEW PATIENT CALLS:                                         │
│ • Call tracking is active—don't be alarmed by different #s│
│ • Ask "How did you hear about us?" and log the answer      │
│ • Lead source options: Google, Facebook, Friend, Other     │
│                                                           │
│ REVIEWS:                                                   │
│ • Review requests sent automatically after appointments    │
│ • Check review dashboard 2x daily for new reviews          │
│ • Respond within 24 hours (use approved templates)         │
│ • Negative reviews → Escalate to [Champion Name] ASAP      │
│                                                           │
│ PROBLEMS?                                                  │
│ • First: Try refreshing browser                            │
│ • Second: Ask [Champion Name]                              │
│ • Third: Champion will escalate to support                 │
└────────

AI-generated implementation guide based on public vendor information. Verify specifics directly with WEO Media.

Implementation Playbook — DSO · Group Practice

WEO Media

avized.com

Generated May 28, 2026

AI-generated guide based on public vendor information. Verify specifics directly with WEO Media.

WEO Media — Implementation Playbook (DSO)

WEO Media Implementation Playbook for DSOs

Marketing & Acquisition AI Platform Deployment Guide

1. Executive Summary

What WEO Media Does

Why DSOs Specifically Benefit

DSOs operating at scale unlock distinct advantages from AI-driven marketing platforms that single practices cannot achieve:

Data Aggregation Power: With 15–50+ locations generating patient interaction data, your AI models become exponentially smarter—learning which campaigns, messaging, and channels perform best across demographics, markets, and service lines
Standardization with Localization: Enforce brand consistency while the AI automatically tailors messaging to local market conditions, competitive landscapes, and patient preferences
Economies of Scale: Centralized campaign management reduces per-location marketing overhead by 40–60% while improving performance through shared learning
Cross-Location Insights: Identify your highest-performing locations and systematically replicate their marketing playbooks across underperformers
Predictive Budget Allocation: AI dynamically shifts marketing spend toward locations and campaigns with the highest predicted ROI, impossible to achieve manually at scale

Expected Timeline: Decision to Full Deployment

Phase	Duration	Milestone
Pre-Implementation	Weeks 1–2	Infrastructure audit, stakeholder alignment, baseline capture
Pilot Wave (2–3 locations)	Weeks 3–6	Configuration, training, initial go-live
Wave 2 (5–8 locations)	Weeks 7–10	Expanded rollout with refined playbook
Wave 3+ (Remaining locations)	Weeks 11–16	Full deployment
Optimization	Weeks 17–24	Performance tuning, ROI validation

Total timeline: 4–6 months for a 25-location DSO; 5–8 months for 50+ locations

2. Pre-Implementation Checklist (Weeks 1–2)

Technical Requirements

Hardware

Software

Network

Integrations Required

Vendor Onboarding Steps

🔵 Key Contacts to Establish

🔵 Onboarding Meetings to Schedule

Data/Access Prerequisites

Credentials to Gather

Data to Prepare

Internal Stakeholder Alignment

🟣 Approval Required From

Informed/Consulted Stakeholders

Stakeholder Alignment Map

Stakeholder	Role in Implementation	Communication Frequency	Key Concerns to Address
Board/Investors	Awareness, funding approval	Monthly summary	ROI timeline, competitive positioning
CEO/COO	Executive sponsor	Weekly during rollout	Strategic alignment, timeline adherence
CFO	Budget holder	Bi-weekly	Spend efficiency, measurable returns
CDO	Clinical oversight	As needed	Patient safety, clinical accuracy in messaging
VP Operations	Project owner	Daily during active waves	Execution quality, staff impact
Regional Managers	Wave execution	Daily during their wave	Location readiness, staff adoption
Office Managers	Local implementation lead	Daily during go-live week	Workflow disruption, training support
Providers	End users (review requests, referral programs)	Training + monthly	Time impact, patient experience

Baseline Metrics to Capture

⚠️ Critical: Standardize Measurement Before Go-Live

Without consistent baseline metrics, you cannot prove ROI or compare locations. Capture these identically across all locations:

Marketing Performance Metrics

Metric	Definition	Capture Method	Target Timeframe
New Patient Volume	First-visit appointments scheduled	PMS report	Last 12 months, monthly
Patient Acquisition Cost (PAC)	Total marketing spend ÷ new patients	Manual calculation	Last 12 months
Marketing Spend	Total $ spent on all marketing activities	Finance records	Last 12 months, by channel
Lead-to-Appointment Rate	Inquiries that become scheduled appointments	Call tracking + PMS	Last 6 months
Online Review Volume	New reviews per month	Reputation platform	Last 12 months
Average Review Rating	Star rating across platforms	Manual audit	Current snapshot
Website Traffic	Unique visitors per month	Google Analytics	Last 12 months
Website Conversion Rate	Visitors who schedule/call	Analytics + tracking	Last 6 months

Operational Metrics (for correlation)

☐ Production per new patient (first 12 months of patient value) ☐ Case acceptance rate ☐ Provider capacity utilization ☐ Front desk call answer rate ☐ Appointment request response time

🟣 Executive Decision Required

Standardization choice: Will you require all locations to use the same tracking methodology, or accept variance in historical data quality?

Recommendation: Accept historical variance but mandate standardized tracking going forward. Create a "data quality score" per location to adjust confidence in comparisons.

Enterprise-Level Requirements

Network Standards

Identity & Access Management

☐ 🔵 Confirm WEO Media supports SSO (SAML 2.0, OAuth) ☐ Map SSO integration requirements with your identity provider (Okta, Azure AD, etc.) ☐ Define role-based access control structure:

Central Marketing Team: Full access, all locations
Regional Managers: Full access, their locations only
Office Managers: Limited access, their location only
Providers: View-only, their location only

Centralized Credentialing

☐ Designate a single point of contact for vendor credentialing ☐ Execute enterprise BAA (not per-location) ☐ Establish vendor access provisioning workflow

3. Location Readiness Assessment

Scoring Framework

Rate each location 1–5 on the following factors. Higher scores indicate greater readiness for early-wave rollout.

Factor 1: IT Infrastructure Maturity

Score	Criteria
5	Fiber internet (100+ Mbps), hardware < 2 years old, PMS fully updated, existing integrations successful
4	Cable internet (50+ Mbps), hardware < 3 years old, PMS current version, minimal integration issues
3	Adequate internet (25+ Mbps), hardware functional, PMS within 1 version of current, some IT support needed
2	Slow internet, aging hardware requiring upgrades, PMS outdated, history of IT issues
1	Unreliable internet, hardware needs replacement, PMS significantly outdated, frequent technical problems

Factor 2: Staff Tenure and Adaptability

Score	Criteria
5	Low turnover (<15%/year), previous successful tech adoption, staff expresses enthusiasm for new tools
4	Moderate turnover (15–25%), generally positive tech adoption history, receptive to training
3	Average turnover (25–35%), mixed tech adoption results, neutral attitude toward change
2	High turnover (35–50%), struggled with past tech changes, some resistance expected
1	Very high turnover (>50%), poor tech adoption history, active resistance to change likely

Factor 3: Patient Volume

Score	Criteria
5	High volume (150+ new patients/month)—maximum AI learning opportunity, manageable complexity
4	Above average (100–149 new patients/month)—strong data generation
3	Average (60–99 new patients/month)—sufficient for meaningful patterns
2	Below average (30–59 new patients/month)—slower AI learning curve
1	Low volume (<30 new patients/month)—limited data for optimization

Note: Highest-volume locations offer maximum impact but also maximum risk if issues occur. Balance with other factors.

Factor 4: Existing Tech Stack Compatibility

Score	Criteria
5	Dentrix Enterprise, Eaglesoft, or Open Dental with confirmed WEO Media integration; existing call tracking
4	Supported PMS with standard integration; willing to add call tracking
3	Supported PMS but may require custom configuration; no call tracking currently
2	Less common PMS requiring workarounds; multiple legacy systems to reconcile
1	Unsupported PMS or highly customized setup; integration will be complex

Factor 5: Local Champion Availability

Score	Criteria
5	Tech-forward Office Manager + engaged lead provider; previous champion experience
4	Strong Office Manager willing to champion; provider support confirmed
3	Office Manager capable but not enthusiastic; provider neutral
2	Office Manager stretched thin; no natural champion identified
1	Leadership vacancy or turnover expected; no viable champion

Composite Readiness Score Calculation

Formula: (IT × 1.5) + (Staff × 1.5) + (Volume × 1.0) + (Tech Stack × 1.0) + (Champion × 2.0)

Maximum Score: 35 points

Score Range	Readiness Level	Rollout Recommendation
30–35	Excellent	Wave 1 pilot candidate
24–29	Good	Wave 2 candidate
18–23	Moderate	Wave 3, with pre-work
12–17	Low	Wave 4, address gaps first
<12	Not Ready	Remediation required before rollout

Sample Readiness Assessment Matrix

Location	IT (×1.5)	Staff (×1.5)	Volume (×1.0)	Tech (×1.0)	Champion (×2.0)	Total	Wave
Downtown Metro	5 (7.5)	4 (6)	5	5	5 (10)	33.5	1
Suburban East	4 (6)	5 (7.5)	4	4	4 (8)	29.5	1
Northside Family	4 (6)	4 (6)	3	4	4 (8)	27	2
Westview	3 (4.5)	3 (4.5)	4	3	3 (6)	22	3
Rural Community	2 (3)	3 (4.5)	2	2	2 (4)	15.5	4

Rollout Sequence Recommendation

Wave 1 Selection Criteria (Pick 2–3 locations)

☐ Score ≥30
☐ Represents portfolio diversity (urban/suburban, high/medium volume)
☐ Champion has bandwidth during pilot period
☐ Not currently undergoing other major changes
☐ Close enough to HQ for in-person support if needed

🟣 Executive Decision Required

Confirm Wave 1 selections with VP Operations and Regional Managers before proceeding. Document rationale for selections not based purely on score.

4. Rollout Strategy

Wave Structure Recommendation

Wave 1: Pilot (2–3 Locations)

Purpose: Validate integration, refine training, identify configuration adjustments Duration: 4 weeks (2 weeks setup + 2 weeks live operation) Selection Criteria:

Highest readiness scores
Represents at least 2 market types (e.g., urban + suburban)
Champions available for extended feedback sessions
Not your highest-volume locations (limit blast radius)

Wave 2: Expansion (5–8 Locations)

Purpose: Scale with refined playbook, test support capacity Duration: 3 weeks per sub-wave (may split into 2a and 2b) Selection Criteria:

Readiness score 24–29
Apply lessons learned from Wave 1
Include 1 location that's representative of lower-readiness sites (test your support model)

Wave 3: Full Deployment (Remaining Locations)

Purpose: Complete rollout, focus on efficiency Duration: 2–3 weeks per cohort of 8–10 locations Selection Criteria:

All remaining locations
Group by regional manager for efficiency
Schedule remediation for locations that required pre-work

Timeline Per Wave

Wave 1 Timeline (4 weeks)

Week	Activities
Week 3	🔵 Integration setup, configuration, champion training
Week 4	Staff training, test campaigns, parallel run
Week 5	Go-live, daily monitoring, issue resolution
Week 6	Stabilization, lessons learned capture, playbook updates

Wave 2 Timeline (3 weeks per cohort)

Week	Activities
Week 1	Integration, configuration using standardized template
Week 2	Champion-led training, test validation
Week 3	Go-live, monitoring, stabilization

Wave 3 Timeline (2 weeks per cohort)

Week	Activities
Week 1	Rapid configuration, champion training
Week 2	Go-live, handoff to steady-state support

Buffer Between Waves

Wave 1 → Wave 2: 1-week buffer minimum for playbook refinement
Wave 2 → Wave 3: 3–5 day buffer for scaling adjustments
⚠️ Never skip the buffer—compressed timelines consistently cause rollout failures

Go/No-Go Criteria

To Advance from Wave 1 to Wave 2

Criterion	Threshold	Measurement
Integration stability	Zero critical integration failures in final 5 days	Incident log
Staff competency	90% of trained staff pass competency check	Training records
Campaign performance	Campaigns running, baseline data flowing	Dashboard verification
Champion confidence	Champions rate readiness ≥4/5	Champion survey
Support capacity	All Wave 1 issues resolved within SLA	Ticket analysis

🟣 Go/No-Go Decision Authority

VP Operations makes go/no-go recommendation
CEO/COO has final approval authority
Document decision and rationale in project records

Rollback Plan

If a Wave Fails (>3 critical issues unresolved after 72 hours)

Pause: Halt any in-progress go-lives
Isolate: Determine if issue is systemic or location-specific
Communicate: Brief regional managers within 4 hours
Stabilize: 🔵 Work with WEO Media to resolve root cause
Re-baseline: Extend current wave timeline; do not advance
Resume: Only after root cause resolved and verified at affected locations

Location-Level Rollback Steps

⚠️ Critical: Protect Other Locations

A failure in one wave should NOT disrupt already-live locations. Ensure isolation in:

Campaign configurations
Budget allocations
Staff permissions

5. Configuration & Integration (Weeks 2–3)

Practice Management System Integration

Dentrix Enterprise

Patient demographics sync
Appointment scheduling data
New patient identification ☐ Set data sync frequency (recommend: every 15 minutes for patient data, real-time for appointments) ☐ ⚠️ Test patient matching logic—verify no duplicate records created ☐ Validate HIPAA audit logging is enabled for all API transactions

Eaglesoft

New patient flags from PMS → WEO Media
Lead source attribution from WEO Media → PMS ☐ Verify firewall rules allow outbound connections

Open Dental

☐ Enable Open Dental API in Program Properties ☐ Generate API key per location (or enterprise key if available) ☐ Configure in WEO Media:

Patient sync
Appointment data
Treatment status (for re-marketing campaigns) ☐ Test in Open Dental's built-in API tester before production ☐ ⚠️ Open Dental updates frequently—document version and test after updates

Website & Digital Presence Integration

Website Integration

Appointment request forms
Phone number clicks
Chat widget interactions ☐ Verify SSL certificates are valid on all location websites ☐ Connect Google Analytics to WEO Media dashboard

Google Business Profile

Paid Advertising Accounts

Call Tracking Integration

☐ 🔵 Implement WEO Media call tracking numbers for:

Website
Google Ads
Organic search
Social media ☐ Configure call recording (verify state consent requirements) ☐ Set up call whisper for source identification ☐ Test call routing to correct locations ☐ ⚠️ Port numbers carefully—mistakes can lose patient calls

Test Environment Setup

Recommended Approach: Centralized Test Environment

☐ 🔵 Request WEO Media sandbox/staging environment ☐ Configure with sample data from one pilot location ☐ Test all integration points before any production connection ☐ Document test cases:

New patient lead flows end-to-end
Campaign creation and launch
Report generation
Review request automation
Call tracking attribution

Validation Checklist (Complete for Each Location)

Data Migration

Historical Marketing Data

☐ 🔵 Export historical data from previous marketing platforms:

Campaign performance (last 12 months minimum)
Lead source attribution
Spend by channel
Review history ☐ Provide to WEO Media in specified format ☐ Validate historical data appears correctly in dashboards ☐ Document any data gaps or quality issues

Patient Data Considerations

☐ ⚠️ Do NOT migrate patient PII directly—use PMS integration ☐ Confirm data retention policies align with HIPAA requirements ☐ Document data deletion procedures for when needed

Security & HIPAA Compliance

Enterprise-Level HIPAA Checklist

Data at rest: AES-256
Data in transit: TLS 1.2+ ☐ Review access logging capabilities ☐ Verify breach notification procedures align with your incident response plan ☐ Document data residency (US-only requirement if applicable)

Access Control Verification

Configuration Standardization

Settings to Standardize Centrally

Configuration	Standardize	Rationale
Brand voice and messaging tone	Yes	Consistency across portfolio
Review request timing and frequency	Yes	Best practices, compliance
Call tracking number format	Yes	Reporting consistency
Dashboard access roles	Yes	Security, governance
Campaign naming conventions	Yes	Cross-location analysis
Budget allocation rules	Yes	Financial controls
Reporting templates	Yes	Executive reporting

Settings to Allow Local Discretion

Configuration	Localize	Rationale
Service offerings highlighted	Yes	Local service mix varies
Special offers/promotions	Yes	Market competition varies
Provider bios and photos	Yes	Personnel differences
Office hours messaging	Yes	Schedule variations
Local community involvement	Yes	Authentic local presence
Target radius for ads	Yes	Geography-specific

6. Team Training Plan

Train-the-Trainer Model

Champion Selection Criteria

Each location needs ONE designated champion who will:

Complete advanced WEO Media certification
Train their local team
Serve as first-line support during rollout
Provide feedback to central team

Champion Responsibilities

Phase	Time Commitment	Responsibilities
Pre-launch	8–10 hours	Complete certification, customize training materials
Launch week	10–15 hours	Train staff, support go-live, troubleshoot
First month	3–5 hours/week	Reinforce training, collect feedback, escalate issues
Steady state	1–2 hours/week	New hire training, monthly check-ins

🔵 Champion Certification Program

Standardized Training Materials

Create Centrally

☐ Role-specific training slide decks ☐ Quick reference guides (one-pagers) ☐ Video walkthroughs of common tasks ☐ FAQ document addressing common concerns ☐ Competency assessment questions

Champions Customize Locally

☐ Location-specific examples ☐ Local team schedule integration ☐ Provider preferences documentation ☐ Location-specific promotional focus

Role-Specific Training Outlines

Dentists/Providers

Training Time: 30 minutes initial + 15 minutes monthly updates Format: Live demo (can be virtual), followed by quick reference guide

Content:

Overview of marketing platform (5 min)
- What is WEO Media and why are we using it
- How it supports practice growth
Provider-specific touchpoints (15 min)
- Review request follow-up workflow
- Patient testimonial participation (if applicable)
- Referral program mechanics
- How marketing drives their schedule
What they'll see differently (10 min)
- New patient source in chart notes
- Monthly marketing performance summary
- Lead follow-up alerts (if applicable)

Common Resistance Points:

"This is a waste of my time" → Emphasize: 30 minutes total, then hands-off. Marketing brings patients to fill their chairs.
"I don't want to ask for reviews" → Explain automated review requests after appointments require zero provider effort.

Day 1 Cheat Sheet for Providers:

┌────────────────────────────────────────────────────────────┐
│ WEO MEDIA - PROVIDER QUICK REFERENCE                       │
├────────────────────────────────────────────────────────────┤
│ WHAT'S NEW:                                                │
│ • Patients will receive automated review requests          │
│ • You may see "Lead Source" in patient notes              │
│ • Monthly marketing dashboard available (optional view)    │
│                                                           │
│ YOUR ACTION ITEMS:                                         │
│ • None! Marketing automation runs in background            │
│ • If patient mentions seeing an ad: great! We track that  │
│                                                           │
│ QUESTIONS? → Ask [Champion Name]                           │
└────────────────────────────────────────────────────────────┘

Front Desk / Office Manager

Training Time: 2 hours initial + 30 minutes weekly for first month Format: Hands-on workshop, screen sharing, practice scenarios

Content:

Platform overview and login (15 min)
- Accessing the dashboard
- Understanding your role permissions
- SSO login process
Daily workflow changes (30 min)
- New patient lead notifications
- Lead follow-up process and timing
- Call tracking—why the numbers look different
- Documenting lead sources accurately
Review management (30 min)
- Monitoring incoming reviews
- Responding to reviews (approved language)
- Escalating negative reviews
- Understanding review request automation
Reporting basics (30 min)
- Accessing location dashboard
- Key metrics to monitor
- When to alert champion/manager
Troubleshooting common issues (15 min)
- Lead not showing in system
- Call tracking number issues
- Login problems

Common Resistance Points:

"This is extra work on top of everything else" → Acknowledge, then show how automation reduces manual marketing tasks
"What if I make a mistake?" → Errors are fixable; system has safeguards; you won't be blamed during learning curve
"Our current system works fine" → Frame as enhancement, not criticism; show specific improvements

Day 1 Cheat Sheet for Front Desk:

┌────────────────────────────────────────────────────────────┐
│ WEO MEDIA - FRONT DESK QUICK REFERENCE                     │
├────────────────────────────────────────────────────────────┤
│ LOGGING IN:                                                │
│ 1. Go to [URL]                                             │
│ 2. Click "Sign in with SSO" and use your normal login      │
│                                                           │
│ NEW PATIENT CALLS:                                         │
│ • Call tracking is active—don't be alarmed by different #s│
│ • Ask "How did you hear about us?" and log the answer      │
│ • Lead source options: Google, Facebook, Friend, Other     │
│                                                           │
│ REVIEWS:                                                   │
│ • Review requests sent automatically after appointments    │
│ • Check review dashboard 2x daily for new reviews          │
│ • Respond within 24 hours (use approved templates)         │
│ • Negative reviews → Escalate to [Champion Name] ASAP      │
│                                                           │
│ PROBLEMS?                                                  │
│ • First: Try refreshing browser                            │
│ • Second: Ask [Champion Name]                              │
│ • Third: Champion will escalate to support                 │
└────────