A growth system that puts your FNP credentials, your medical depth, and your hormone & weight-loss programs in front of every wellness-prioritizing woman within driving distance of Hamilton — and beyond it through telehealth.
In a four-spa town, the differentiator isn’t the menu. It’s the credentials behind the menu.
Beauté is eleven months old in a Hamilton market that already has four other aesthetics providers within the same ZIP code. On the surface, the field looks crowded. Underneath, it isn’t — because none of the four competitors carry a Family Nurse Practitioner credential with seventeen years of primary care behind it. None of them run integrative medicine alongside injectables. None of them have built a team this deep this fast.
What Beauté is missing today isn’t volume of services. It’s the marketing infrastructure that makes the clinical depth legible to the women searching for it. The Instagram has cadence (404 posts in eleven months — disciplined work). The website is bookable. The team page is full. But there’s no paid acquisition system pulling people from the Bitterroot Valley and Missoula corridor into the practice, and there’s no editorial engine translating your FNP-level authority into the language Google and Meta reward.
What AYMI builds is the system that compounds what you’ve already invested in: a paid + organic stack tuned to your highest-LTV programs (weight loss, GLP-1, hormone wellness), a content engine that puts Niki’s clinical voice in front of the right woman at the right moment, and a lifecycle layer that turns one HydraFacial into eighteen months of retention. The long-term goal is straightforward — every five-star injectable patient becomes a hormone patient becomes a weight-loss patient becomes a referral source for three more women like her.
Eight axes of the marketing surface, current state and post-engagement state.
Organic word-of-mouth, walk-in foot traffic in Hamilton, and Instagram-driven curiosity. No paid acquisition running. Patient pipeline is largely a function of what the existing IG audience converts.
A Meta + Google geo-tiered paid stack reaching the Bitterroot Valley, Missoula corridor, and (where licensure permits) telehealth-qualified Montanans. Targeted around weight-loss, hormone, and injectable consult intent. Predictable booking volume per dollar.
Niki’s FNP-C credential and 17 years of primary care experience are mentioned on the About page but not positioned as the central differentiator. Most prospective patients don’t know an FNP can write prescriptions or oversee hormone therapy.
Clinical authority becomes the wedge. Every ad, every landing page, every email carries the “FNP-led, integrative-medicine” positioning. Niki’s 17-year clinical pedigree is the proof point in market against aesthetician-only competitors.
beaute-wellness.com is well-built, bookable, service-complete — but it’s a brochure. There are no dedicated landing pages for weight loss, GLP-1, or hormone wellness, no consult-request funnels, no FAQ stacks for high-friction services.
Three new high-intent landing pages built (weight-loss/GLP-1, hormone & wellness, injectables). Each with bespoke consult-request funnel, FAQ stack, real before-after gallery (where appropriate), pricing transparency where it makes sense, and instant booking.
404 IG posts in 11 months — solid cadence. But content is largely promotional (procedure highlights, before/after) rather than authoritative (Niki teaching, explaining, demystifying). No long-form blog. No SEO-targeted articles capturing search demand.
Two pillar articles per month plus 4–5 short-form IG/Reels per week. Niki’s clinical voice as the core asset — short Reels of her explaining peptide cycles, weight-loss labs, hormone bloodwork. Long-form indexed for Google “FNP weight loss Hamilton MT” type queries.
Google Business Profile is the single largest local-search lever and we don’t yet know its review count or velocity. The website ranks for “Beauté Hamilton” but not for the category-defining queries patients actually type.
Structured review request program (post-visit). On-page SEO across every service. Local-pack ranking for “med spa Hamilton MT,” “weight loss Bitterroot Valley,” “Botox Missoula area.” Telehealth pages where Niki’s license extends.
No structured email program. Patients who come once for HydraFacial or filler aren’t systematically reactivated for hormone wellness, weight loss, or seasonal injectable refreshes. LTV is left on the table.
Five automated flows + monthly editorial newsletter. Cross-sell logic that moves an injectable patient into hormone/weight-loss conversations. Seasonal promotions tuned to procedure timing (pre-summer body, post-summer skin, holiday).
IG bio mentions telemedicine but it’s ambiguous which states Niki is licensed in and which programs are telehealth-eligible (hormone replacement, weight-loss management, peptides). Demand is going untapped.
A clean Telehealth landing experience explaining which programs can be delivered remotely and which states qualify. A separate paid stack for state-by-state telehealth demand. Significantly larger addressable market than Hamilton in-person alone.
Booking and intake handled inside the practice. No unified dashboard of what’s working across paid + organic + reviews + lifecycle. Marketing is felt, not measured.
AI Agent Dashboard with weekly insight digest. Lead scoring, consult-show prediction, automated review requests, and weekly summaries of which programs are converting at what cost. Marketing becomes measurable, not just visible.
Illustrative 12-month targets, anchored against AYMI benchmarks for FNP-led aesthetic + wellness practices.
Targets are directional and tied to the Growth System tier of execution. They assume meaningful paid spend, telehealth licensure clarity, and an integrated review-velocity program — all surfaced in the scoping call.
A med-spa positioned to “everyone” converts to no-one. Beauté’s mix of injectables, integrative medicine, and wellness programs lets us run three distinct lanes.
The three personas converge on one wedge: clinical authority. Each enters through a different doorway, but each one ends up evaluating Beauté on Niki’s FNP credentials and the team’s clinical depth. The system is built so that doorway is loud, repeatable, and measurable.
Beauté’s highest-LTV opportunity isn’t the next filler patient. It’s the integrated wellness patient who comes in for hormone or weight loss and stays for everything.
A clinician-grade web assessment (15–20 questions) covering hormone symptoms, weight history, sleep, energy, stress, and goals. The respondent gets a tailored response from Niki within 24 hours framing the next step — full labs, a virtual consult, or an in-person visit at Hamilton. The data feeds the CRM and segments the lead into one of three program tracks.
The assessment doubles as a paid-acquisition unit: high-intent women click the Meta or Google ad, complete a meaningful intake, and are pre-qualified before they ever speak to the team. The system carries every responder through follow-up, telehealth handoff (where applicable), and the lifecycle layer that turns one program into three.
The content engine’s job is to make Beauté the obvious answer when a woman in the Bitterroot Valley types her question into Google or scrolls past Instagram at 9:42 PM.
Long-form: bloodwork explainers, hormone-symptom maps, perimenopause framework. Short-form: 30-second Reels of Niki explaining a single concept. Two pillar articles + 4 Reels per month.
The clinical context patients can’t get on TikTok. What’s real about GLP-1, what isn’t, what labs actually need to be drawn, how Niki sequences peptide cycles. Highest paid-acquisition demand.
Tox-units math, filler longevity, why Beauté uses the products it uses (Sculptra vs. EZ Gel, when each is right). Before-afters where they’re honest. Demystification builds trust, trust converts.
The single most underserved content lane in Western Montana. Hormone, weight loss, peptides — clinical, plainspoken, no “biohack” nonsense. A separate publishing surface (dedicated landing + sub-section) so the men’s audience doesn’t feel like an afterthought.
Meta is the volume lane for awareness and consult requests. Google captures the women already searching for the answer. The two are budgeted as one stack, not as two channels.
Three concurrent campaign objectives — Meta Lead Ads driving Bitterroot Wellness Assessment completions, traffic ads warming for retargeting, and click-to-call/click-to-book ads for high-intent moments. Audiences segmented by program (hormone, weight loss, injectables, men’s). Advantage+ creative optimization with at least eight active creative variants per program at any time.
Search Ads on high-intent queries (“medical weight loss Hamilton MT,” “hormone doctor Bitterroot Valley,” “Botox Missoula MT FNP”). Performance Max layered as the discovery engine. Local Services Ads where the category supports them.
Niki’s telehealth capacity is the single largest untapped lever — provided licensure questions are settled. The right framing turns a Hamilton practice into a Montana practice into a (potentially) multi-state practice.
Telehealth scope is contingent on Niki’s active licensure and the program-by-program telehealth eligibility — flagged as a confirm-in-the-scoping-call item.
A med-spa’s LTV isn’t the first appointment. It’s the seven that follow. Lifecycle is how the second through eighth visits happen on rhythm.
Monthly editorial newsletter — one pillar piece, one team/community signal, one seasonal program note. Open-rate target 38%+ once the list is healthy.
beaute-wellness.com is functional but not optimized for paid traffic. Each new lane gets a dedicated landing experience.
A six-person team running a fast-growing clinic shouldn’t be measuring marketing manually. The operations layer makes the marketing decisions self-evident.
A note on relevance: AYMI’s named med-spa case studies are in progress. The three below are the closest documented analogues — consumer health and wellness brands where the same engine architecture compounds.
Below are the three engagement shapes we’d propose for this work. The investment for each is held for the scoping call — we’d rather decide together what’s in scope first, then price it once the answer is real.
| Package | Team | AI Dashboard | Best fit |
|---|---|---|---|
| Foundation | 1 Strategist | Not included | Practice + core content. Builds the engine; runs it lean. Right for the year-one practice that wants the architecture in place before scaling paid spend. |
| Growth System ★ | 1 Strategist | ✓ Included | Everything in Foundation plus paid acquisition, full lifecycle stack, AI Agent Dashboard. Recommended for Beauté. |
| Full Practice OS | 2 Strategists | ✓ Included | Everything in Growth System plus dedicated telehealth-state expansion pod, editorial PR program, and Niki’s personal-brand build run as its own workstream. |
All shapes include AYMI strategy direction across The Method (Discovery, Strategy, Creative, Launch, Optimize). Media spend, software, and any creator fees are pass-through and billed separately. Contract is month-to-month after the initial 90-day sprint commitment.
Foundation builds the architecture but doesn’t run paid, which means the system depends on organic for top-of-funnel — slower to prove out, harder to forecast, and a poor fit for a practice with capacity to fill now.
Growth System is the smallest shape that includes paid acquisition, the full lifecycle stack, and the AI dashboard — the three pieces that make the rest compound. It’s the right shape for a year-one practice with one provider doing the clinical work and a team built to convert.
Full Practice OS is the right shape once the in-person Hamilton paid stack is humming and the telehealth licensure questions are settled — typically a month-9 to month-12 upgrade, not a starting point.
By the end of the 90-day sprint, Beauté has a measurable paid stack, three live high-intent landing pages, an assessment-led funnel turning cold traffic into booked consults, a lifecycle layer compounding LTV on every patient, and a dashboard Niki can read in five minutes a week. The infrastructure is in place. The next quarter is about scale.
In an 11-month-old practice in a four-spa town, every patient is a marketing decision. The decision can be reactive — wait for the walk-in, hope the IG converts, trust the review velocity — or it can be deliberate. AYMI’s engagement is the deliberate version: a system that turns the clinical depth you’ve already built into the marketing surface every wellness-prioritizing woman in Western Montana sees.
The final goal is simple. Every assessment becomes a consult. Every consult becomes a program enrollee. Every enrollee becomes a multi-program patient, a five-star review, and a referral source for three more women like her. The practice gets less expensive to fill and more durable every quarter.
We’d like to walk through this proposal with you in person — confirm the right engagement shape, talk through telehealth licensure, surface anything we missed about the Hamilton market, and align on the investment for year one.