Session 01 of 08
Clinic
Profile
Confirm the basics before going deep. If this clinic went through the audit, some of this will already be known.
Kurang dari 1 tahun
1–3 tahun
3–5 tahun
5+ tahun
1 outlet
2–3 outlets
4–10 outlets
10+ outlets
Session 02 of 08
Current
Patient
Who is actually walking through the door right now. Be honest — not who they wish was coming in.
Budget-conscious — price is always a factor
Middle — will spend if they see value
Upper-middle — quality over price
Premium — price is not the concern
Paid ads / promo
Instagram / TikTok organic
Word of mouth
Walk-in / location
Doctor referral
Mixed
Session 03 of 08
Ideal
Patient
Who do they actually want to be serving? This may or may not match who's coming in now — that gap is important.
Budget-conscious — price is always a factor
Middle — will spend if they see value
Upper-middle — quality over price
Premium — price is not the concern
No — current patients are close to ideal
Slightly — a few differences
Significant gap — different profile entirely
They've never thought about this before
Session 04 of 08
Patient
Psychology
What the ideal patient actually thinks, feels, fears, and wants. This is where positioning starts.
Behavior & Habits
Push for honest answers here — this is often where the real positioning gap lives.
Session 05 of 08
Positioning
Discovery
What they want to own in the market. Push past the generic answers — "quality" and "caring" are not positioning.
If they struggle to answer — that's the positioning problem right there.
If the answer is "not many people" or "anyone could replace us" — that's the gap.
We are the cheapest option
We are slightly below market
We are at market rate
We are above market — premium
Session 06 of 08
Competitive
Context
Who they're up against and how those competitors are positioned. Can paste from audit if already done.
Optional — team's observation. Claude will also identify this from the data.
Session 07 of 08
Brand
Story
Why they started, what they believe, what they're building. In their words — don't clean it up.
Session 08 of 08
Team
Input
Internal notes. What the team sees that the client didn't say. This calibrates Claude's output.