Why publish these at all?
Because a consultancy that will not say precisely what it believes is difficult to evaluate, and a practice owner deciding where to spend money deserves to see the thinking before the invoice.
Every framework below is named, defined, and published. You can read them, disagree with them, hand them to your current agency, or run them yourself without ever speaking to anyone here. That is the intent. Work that only makes sense once you have paid for it is not work worth paying for.
The first group governs whether a machine can find and recommend your practice. The second governs what happens after a patient walks in.
AI visibility
The AI Authority Stack™Published
The flagship. Four layers, built in this order, that make a practice resolvable and citable by an AI assistant.
- FoundationThe machine-readable basics: your site stating plainly what you do, for whom, and where, plus clean and consistent name, address, and phone everywhere they appear.
- AnswerContent structured to answer the real questions patients ask AI, in your own name, so you can be retrieved and cited.
- ProofEvidence you are good: substantive reviews, before-and-after work, patient stories. Evidence you produce.
- AuthorityRecognition that you are the name in your category: press, references from sources with no stake in you, being cited and taught. Recognition others confer.
Foundation, Answer, Proof, Authority — FAPA, pronounced FAY-puh. Most established cosmetic practices are strong at the top two layers and missing the bottom two entirely.
The 3 Cs of AI VisibilityPublished
Clarity, Consistency, Credibility. The three conditions your practice has to be in before an assistant can confidently name it. The Cs are the conditions; the Stack is what you build to get there.
Clarity comes from Foundation and Answer. Consistency comes from Foundation. Credibility comes from Proof and Authority. Read the full breakdown: The 3 Cs of AI Visibility: Clarity, Consistency, Credibility.
The Invisible Practice ProblemPublished
The condition the Stack exists to resolve: a practice that is entirely findable — real website, claimed profile, patients who can pull it up by name — and still absent from the answer when someone asks an AI assistant to recommend a practice in its category.
The short version, which is worth sitting with: "AI knows my website exists" and "AI confidently recommends my practice" are two very different things.
The Jen Test™Published
A published scoring rubric for BS claims, fake authority, and inauthentic marketing — the kind that shows up in agency pitches, in awards nobody can trace, and in visibility reports built from a single screenshot.
Run it on anyone. Including this consultancy. That is the point of publishing it.
The Digital Trust Signals System™In build
Reviews, photos, and your Google Business Profile treated as one system rather than three separate chores handled by three different people at three different times.
Worth stating the distinction once: Digital Trust Signals is the system you build. Credibility, the third C, is the criterion it satisfies.
Two more named conditions are in the registry and their pages are being written: The Insurance Mill Effect and The Commodity Trap. Both are named here so the list is complete. Neither is defined here yet, because publishing a definition before it is settled is exactly the habit the Jen Test™ exists to catch.
Patient experience
Visibility puts a patient in your chair. What happens next is a separate body of work, and it is where most of the money actually is.
The Authority → Trust → Yes Framework™In build
How high-value patients decide. The sequence runs in one direction, and skipping to the ask is why good consults stall on price.
The Patient Experience Ladder™In build
First click to loyal patient, treated as a ladder with named rungs rather than a funnel with a hole in it.
The Patient Comfort System™In build
The bridge from completed treatment into loyalty — the part of the visit a patient describes to other people, whether or not you designed it.
The Internal Marketing Engine™In build
The experience inside the practice, treated as the growth lever it is. Most practices spend on reaching strangers and almost nothing on the people already sitting in the waiting room.