You’re getting the full practice standard for attracting, converting, and keeping the cosmetic cases you actually want more of.
The main document is yours to read first. It maps how the right cosmetic patient really decides: what she reads in your reviews, what she looks for in your smile gallery, how she interprets a first call, what happens in the window between booking and arrival, and why the practices with long-tenure cosmetic patients feel different long before treatment starts. Section 9 shows you exactly who gets each team document, how to hand it over, and what to check weekly until the standard holds.
The six team documents go directly to the people who run those touchpoints: your TC, whoever handles first calls, whoever manages web-form responses, whoever runs the pre-consult sequence, whoever handles review requests, and whoever owns your GBP presence. Each one is written to be handed off, used, and checked in the real world.
The Smile Gallery Brief is for you specifically. It addresses one of the biggest reasons the right patient quietly removes a practice from her list before she ever calls: the cases shown, the photography standard, and the philosophy the gallery signals without saying out loud. Most practices do not realize how much gets decided there. Now you will.