SchellSpinal Dashboard
Flint Region ASC — B2B Marketing & Partnerships
Last Updated: 2026-01-26 00:10 MST
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🎯 Objective
Build B2B partnerships and referral networks to drive patient volume through cash-pay (non-insurance) channels.
Surgeon: Dr. Gerald Schell
Location: Flint Region, Michigan
Specialty: Minimally invasive outpatient spine surgery
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📊 Kanban Board
🔴 Backlog
| Task | Priority | Notes |
|------|----------|-------|
| Design PDF lead magnets | MEDIUM | Need branding guidelines |
| Build landing page | MEDIUM | Cash-pay savings calculator |
| Set up CRM for lead tracking | MEDIUM | Track outreach status |
| LinkedIn outreach automation | LOW | After email sequences prove |
🟡 In Progress
| Task | Owner | Started | Notes |
|------|-------|---------|-------|
| Outreach execution | Jeff | Pending | Email sequences ready |
| MSIA partnership inquiry | Jeff | Pending | 2026 Spring Conference |
🟢 Done
| Task | Completed | Notes |
|------|-----------|-------|
| PROJECT-BRIEF.md | 01/25 | ✅ Comprehensive strategy doc |
| Target audience defined | 01/25 | ✅ 3 segments identified |
| Key messaging developed | 01/25 | ✅ Value props for each segment |
| Self-Insured Company Database | 01/26 | ✅ 75+ companies, MSIA members verified |
| Physician Database | 01/26 | ✅ Flint/Detroit/Lansing coverage |
| PI Attorney Database | 01/26 | ✅ 50+ firms, LOP process documented |
| Email Sequences | 01/26 | ✅ 4 sequences complete (Employers, Attorneys, Physicians, TPAs) |
| Lead Magnet Content | 01/26 | ✅ Full copy for 5 assets |
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📁 Project Files
| File | Purpose | Status |
|------|---------|--------|
|
PROJECT-BRIEF.md | Master strategy document | ✅ Complete ||
content/LEAD-MAGNETS.md | PDF guides, calculators | ✅ Copy Complete ||
outreach/EMAIL-SEQUENCES.md | Email templates by audience | ✅ Complete ||
research/SELF-INSURED-COMPANIES.md | Target company database | ✅ Complete ||
research/PHYSICIANS.md | Physician referral database | ✅ Complete ||
research/ATTORNEYS.md | PI attorney database | ✅ Complete ||
research/REFERRAL-SOURCES.md | Combined referral strategy | ✅ Complete |---
🎯 Target Audiences
1. Self-Insured Companies (Primary B2B)
Why: 50-70% savings vs hospital pricing
Geography: Midwest (MI, OH, IN, IL, WI)
Profile: 200+ employees, manufacturing/logistics/healthcare
Database Status:
- [x] 75+ companies identified
- [x] MSIA members verified (40+)
- [x] TPA relationships documented
- [x] Savings calculator ROI ready
- [ ] LinkedIn profiles for HR leaders (next)
2. Family Medicine Physicians
Why: First stop for back pain → referrals
Geography: Michigan (focus Flint/Detroit/Lansing)
Database Status:
- [x] Major health system networks mapped
- [x] Independent practices identified
- [x] Medical societies documented
- [x] CME presentation outlined
- [ ] Email list built (next)
3. Personal Injury Attorneys
Why: Spine injuries common in auto accidents
Geography: Michigan (no-fault state)
Database Status:
- [x] 50+ firms identified
- [x] Major statewide firms (Mike Morse, Fieger, etc.)
- [x] Local Flint firms mapped
- [x] LOP process documented
- [ ] Outreach priority list started
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📈 Metrics to Track
| Metric | Current | Week 1 Goal | Month 1 Goal |
|--------|---------|-------------|--------------|
| Companies contacted | 0 | 25 | 75 |
| Employer meetings scheduled | 0 | 3 | 10 |
| Physician practices contacted | 0 | 15 | 50 |
| CME presentations delivered | 0 | 2 | 8 |
| Attorneys contacted | 0 | 15 | 40 |
| LOP partnerships signed | 0 | 2 | 8 |
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🚀 OUTREACH LAUNCH PLAN — Starting 01/27/2026
✅ READY TO LAUNCH (Tomorrow Morning)
All materials prepared in
/outreach/READY-TO-SEND/| Day | Action | Targets | Status |
|-----|--------|---------|--------|
| Day 1 (Mon 1/27) | Send first employer emails | Genesee County, McLaren Flint, Hurley, DTE, Meijer | 📧 READY |
| Day 1 (Mon 1/27) | Send first attorney emails | Mike Morse, Sam Bernstein, Lee Steinberg | 📧 READY |
| Day 1 (Mon 1/27) | LinkedIn connection requests | Decision-makers at all targets | 🔗 Ready |
| Day 3 (Wed 1/29) | Phone follow-up | Mike Morse intake (855-645-3946) | ☎️ Scheduled |
| Day 3 (Wed 1/29) | Send emails to employers 6-10 | Consumers, Henry Ford, GM, SpartanNash, Wayne State | 📧 Template ready |
| Day 5 (Fri 1/31) | LinkedIn InMail to John Nachazel | Mike Morse COO | 🔗 Planned |
| Day 7 (Mon 2/3) | Email Sequence 2 (follow-ups) | All non-responders | 📧 Template ready |
Week 2 Goals
- Schedule in-person Mike Morse meeting
- Schedule in-person Buckfire meeting (Flint office)
- First employer meeting held
- Begin physician practice outreach
Immediate (This Week)
1. ✅ LAUNCH employer email outreach — Priority contacts identified, emails ready
2. ✅ LAUNCH attorney email outreach — Top 3 emails personalized and ready
3. 📞 Call Mike Morse intake — Day 3 follow-up to email
4. 📝 Contact MSIA — Inquire about 2026 Spring Conference sponsorship
Short-Term (Next 2 Weeks)
5. Design PDF lead magnets — Employer Savings Calculator first
6. Build physician CME deck — Work with Dr. Schell on content
7. Schedule first 3 Lunch & Learns — Flint area practices
8. Set up simple CRM — Track outreach status
Medium-Term (Month 1)
9. Expand to Ohio companies — Second market
10. Join Michigan Association for Justice — Attorney networking
11. Create case study document — Need real patient examples
12. Build website landing page — Capture leads
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💰 Value Proposition
For Companies
"Cut spine surgery costs by 50-70% with transparent, all-inclusive pricing. No hospital markup. For a 5,000-employee company, that's $1.5M+ in annual savings."
For Physicians
"Give patients faster access to minimally invasive procedures with excellent outcomes. Same-week consultations, direct physician communication."
For Attorneys
"Partner with Michigan's premier spine surgery center. LOP accepted, 2-4 week scheduling, transparent pricing that simplifies settlements."
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📞 Key Contacts
Schell Spinal Team:
- Dr. Gerald Schell — Surgeon
- Jeff Schell — Partnerships & Marketing: jeff@theschellcompany.com | (720) 667-7721
Priority Outreach Targets:
- Mike Morse Law Firm: (855) 645-3946
- MSIA (conferences): michselfinsurers.org
- Genesee County Medical Society: gcms.org
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📊 Research Sources Used
- Michigan Self Insurers' Association (MSIA) membership directory
- Michigan Workers' Disability Compensation Agency self-insured list
- Justia, Super Lawyers, Avvo (attorney directories)
- Healthgrades, Vitals, WebMD (physician directories)
- Crain's Detroit Business largest employers list
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🔄 Session Log
| Date | Activity | Outcome |
|------|----------|---------|
| 01/25 | Project setup | Created PROJECT-BRIEF.md, initial dashboard |
| 01/26 | Database completion | Built comprehensive databases for all 3 audiences |
| 01/26 | Email sequences | Completed 4 full outreach sequences |
| 01/26 | Lead magnets | Wrote complete copy for 5 content assets |
| 01/26 | OUTREACH PREP | Priority contacts list + 8 personalized emails ready to send |
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📂 New Outreach Files
| File | Purpose | Status |
|------|---------|--------|
|
outreach/PRIORITY-CONTACTS.md | Top 10 employers, Top 5 attorneys, Top 5 physicians | ✅ Ready ||
outreach/READY-TO-SEND/ | 5 employer emails + 3 attorney emails | ✅ Ready to Send ||
OUTREACH-READY-REPORT.md | Launch summary for Jeff | ✅ Complete |---
Dashboard maintained by Schell Spinal Marketing Team
OUTREACH LAUNCH: 01/27/2026