The Four Archetypes
How to know which clinic you actually run — Survivor, Stuck, Scaler, or Operator — and why every "best practice" you read online is written for the wrong one.
The Playbook · £197
The full framework we use in £15k+ consulting engagements.
One PDF. Every framework. The archetypes, the pricing architecture, the retention mathematics, the 90-day sequence — the whole Clinic Growth Playbook, end to end, in the form we actually open consulting engagements with.
Buy the Playbook — £197Or bundle with the £99 Toolkit for just £2 more (£199, save £97) →
One-time payment. Lifetime access. Stripe Hosted Checkout — no card data ever touches our servers.
What's inside
Six chapters. Around 80–120 pages depending on diagrams. Designed to be read cover-to-cover or treated as a reference manual.
The Pricing Architecture
The structural reasons clinics under-charge, the four pricing archetypes that survive a margin audit, and the rebuild sequence that doesn't lose patients.
The Capacity Ceiling
Why £25k–£75k/month clinics get stuck, how the operator constraint works, and the small structural changes that unlock the next bracket.
Retention Mathematics
The numbers that actually predict next quarter — average treatment value, courses per patient, lapse-and-return windows — and how to build a retention engine on top of them.
The 90-Day Plan
How EQUALS3 sequences the first 90 days of any engagement — diagnose, foundation, lever, measure — and why most clinic plans fail by trying to do all four at once.
When to Stop Doing It Yourself
The four signals that say the Playbook has taken you as far as it can on your own, and what to bring in next — without burning £15k on the wrong consultant.
Who it's for
You bought the Toolkit and want the full system.
The two AI generators in the Toolkit apply specific frameworks. The Playbook contains every framework, in full, with the reasoning behind each. If you found the diagnostic useful, this is the book it was built from.
You're comparing aesthetic clinic consultants.
Read what we actually do before you spend £15k. Most engagements start with this material; the value of the engagement is in applying it to your business.
You teach, advise, or run a clinic group.
Owners of multi-site clinics, clinical directors, training providers, and other consultants in the space buy the Playbook for reference. Use the frameworks; cite the source.
Frequently asked
How is this different from the £99 Toolkit?+
The Toolkit gives you two AI generators that apply specific Playbook frameworks (the archetype diagnostic and the pricing architecture). The Playbook gives you every framework in the system, in full, with the reasoning behind each. The Toolkit is the toolset; the Playbook is the manual.
Do I need to buy the Toolkit first?+
No. The Playbook is a standalone product at £197. If you want both, the Bundle (Toolkit + Playbook) is £199 — same outcome as buying separately, £97 cheaper. Already own the Toolkit? You can add the Playbook from your members portal for £100 (the bundle price minus the Toolkit you already paid for).
Is this the same Playbook EQUALS3 uses in consulting?+
Yes. The PDF is the consulting Playbook in full. The frameworks named on this page, the 90-day sequence, the archetype model — that is what we open every engagement with. The £15k engagement adds applied judgement on your specific business; the Playbook gives you the framework to apply yourself.
What format?+
A single PDF, downloadable from your members portal as soon as you complete checkout. Lifetime access to your account; re-download any time.
Can I get a refund?+
14-day money-back, provided you have not yet downloaded the PDF. Once the file is downloaded, the product has been delivered in full and refunds are not available. This rule is published in the Terms.
Will I be billed again?+
No. £197 once. Lifetime access. No subscriptions, no auto-renewals.
Or grab both
Playbook + Toolkit for £199 — £2 more for the AI generators.
The £99 Clinic Growth Toolkit gives you working AI tools built on the Playbook framework — the Archetype Diagnostic and Pricing Architecture generators, 20 runs each, plus the three working templates (KPI tracker, SOPs, patient journey library). The Toolkit's consulting equivalent is £700 in standalone work. Bundle the Playbook + Toolkit and you're getting £897 of deliverables for £199.
Or buy the Playbook on its own at £197 below.
The full Playbook. £197 once.
Lifetime access. Re-download any time from your members portal.
Looking for the £99 Clinic Growth Toolkit with AI generators instead?