Why this exists
Most clinic owners are running someone else’s plan.
You’ve been told to run paid Meta ads. To launch a membership. To raise prices. To hire a coordinator. To build a course. The advice is generic because it isn’t grounded in your numbers. It’s grounded in whatever worked for whoever sold you the advice.
The Clinic Growth Playbook says something inconvenient: the right next move depends on which of four commercial archetypes your clinic is in. A Survivor’s priorities are not a Stuck clinic’s priorities. A Scaler trying to do a Survivor’s priorities wastes a quarter. We see it constantly.
The Toolkit puts the diagnostic in your hands — for £99, in under ten minutes — and refuses to recommend interventions from the wrong archetype. That refusal is the product.
What you actually get
Specific outputs for your specific numbers.
No fluff sample. Below is a real, abbreviated output from the Archetype Diagnostic for a Stuck clinic at £18k/month. The full version is roughly 1,000 words. Scroll the card to see more.
/portal/tools/archetype-diagnostic
SampleArchetype Diagnosis
You are a Stuck clinic. £18,000/month with two practitioners, owner working 50 hours/week, and 31% twelve-month retention places you firmly in the £8k–£25k band — but the retention number is the thing that defines you. You are not capacity-constrained yet; you are leaking patients faster than you can replace them. The critical risk for Stuck clinics is the capacity ceiling, but yours is sharper than that: you will burn out before you hit it.
Headline Findings
- 12-month retention of 31% is well below the healthy floor of 45%. This is not a marketing problem; it is a post-treatment system problem.
- ATV of £142 is below where it should be for a Stuck clinic — typical range is £180–£260. The pricing structure is doing no work.
- Owner hours at 50/week are flat or rising — the operator is the business. The 90-day plan must reduce this number, not just grow revenue.
- Visit frequency 2.1/year is below the 2.4–4.0 healthy band. This is the same retention issue, expressed differently.
Your 90-Day Plan
Priority 1 (days 1–30) — Fix retention with the post-treatment system
You are losing patients faster than acquisition can replace them. Paid ads are not the answer; a documented post-treatment sequence is.
- Week 1 (Design): Document the ideal post-treatment touchpoints at 24h, 7d, 30d, 90d. Decide what message goes in each, and which channel.
- Week 2 (Install): Build the sequence in your CRM. Add the unsubscribe-friendly footer. Test against five recent patients.
- Week 3 (Run): Go live for all new treatments. Capture which messages get replies; which generate rebookings.
- Week 4 (Review): Measure rebooking rate from day-30 cohort. Adjust copy for messages with under-3% reply rate.
Priority 2 (days 30–60) — Build referral activation
(output continues — referral mechanic, weekly cadence, expected outputs at week 8)
Priority 3 (days 60–90) — Restructure pricing using three-tier architecture
(output continues — entry / core / premium recommendations, specific repricings, anchor treatment, communication template)
What This Plan Does Not Include
You will be tempted to run paid Meta ads. Don’t. Acquisition spend on top of broken retention is a tax on impatience. The discipline rule is: do less, finish more. Fix retention first, then refer, then reprice. Skipping any of these adds quarters of work, not weeks.
(full output is approximately 1,000 words — this is the first ~40%)
The math
Wrong pricing costs more than £99 every week.
+30%
net profit lift from a sticky 10% price rise — the Playbook’s most-quoted number, drawn from clinics in 65 – 78% gross margin range.
+10–25pts
lift in 12-month retention when the ladder structure is implemented properly, within 9 months. Retention compounds. Acquisition does not.
+8–22%
lift in average treatment value within 6 months of the three-tier (entry / core / premium) restructure landing.
One worked example
Stuck clinic at £18k/month. 22 months since last price rise. A successfully landed 10% price rise adds roughly £1,800/month in net profit. The Toolkit costs £99.
If the framework saves one bad pricing decision in the next 12 months, it has paid for itself roughly 200×. If it doesn’t, you’re still inside the 14-day window.
How it stacks up
Toolkit vs the alternatives.
| DIY / ChatGPT | Coaching | Consulting | The Toolkit | |
|---|---|---|---|---|
| Cost | Free, but blind | £300 – £600 / mo | £8k – £25k engagement | £99 once |
| Time to first answer | Weeks to months | Next call | 3 – 6 weeks | Under 10 minutes |
| Grounded in EQUALS3 Playbook | ✗ | ✗ | ✓ | ✓ |
| Specific to your numbers | Maybe | Mostly | ✓ | ✓ |
| Refuses to skip foundation work | ✗ | ✗ | ✓ | ✓ |
| Output is a documented plan | ✗ | Notes | ✓ | ✓ |
| Talk to a human | – | ✓ | ✓ | ✗ |
The framework
Four archetypes. Four different plans.
Generic playbooks fail because clinics aren’t the same. The diagnostic places your clinic in one of four archetypes — the 90-day plan you receive is the one for your archetype, with no contamination from the others.
| Archetype | Revenue band | Critical risk |
|---|---|---|
| Survivor | £0 – £8k / mo | Burnout. The business IS the operator. Stops if you stop. |
| Stuck | £8k – £25k / mo | Capacity ceiling. Busy, tired, and not growing. |
| Scaler | £25k – £75k / mo | Margin erosion. Revenue grows; profit doesn’t. Often loss-making. |
| Operator | £75k+ / mo | Strategic drift. Operations work; commercial direction blurs. |
How it works
Three steps. Useful output in under ten minutes.
01
Pay £99, get the magic link
Stripe Hosted Checkout. The welcome email lands in your inbox with a one-click sign-in link — no password, no account creation flow.
02
Run the diagnostic
Enter the seven KPIs your clinic actually tracks. The model assigns your archetype and produces the 90-day plan with weekly Design / Install / Run / Review structure.
03
Run the pricing rebuild
List your top treatments. Get an anchor / decoy / ladder restructure with specific £-and-pence repricings and a communication template that doesn’t apologise.
Who it’s NOT for
We’d rather you don’t buy than refund you.
If any of these are true, this isn’t the right product for you. That’s a feature, not a bug.
- ×You want a community, course, or coaching programme. The Toolkit is none of those.
- ×You want motivational content. The output is direct, commercial, and occasionally uncomfortable.
- ×You want a 1:1 consulting relationship — implementation help, accountability, human judgement on edge cases. That’s our other product. Email Team@equalsthree.co.uk for consulting (appropriate from around £20k/month upwards).
- ×You aren’t willing to actually do the work the plan tells you to do. The framework can’t implement itself.
Want the Playbook too?
Toolkit + full Playbook for £199 — £897 of work in one bundle.
The Clinic Growth Playbook (£197 standalone) is the strategic framework the AI generators are built on — full chapters on archetypes, pricing architecture, retention systems, and the 90-day operating model. The Toolkit alone is £700 of consulting deliverables (the diagnostic and pricing pieces we've quoted at that figure standalone). Bundle them together: £199.
Same access terms either way: 12 months of AI generator access, 20 runs of each generator, lifetime template + Playbook downloads.
Or buy the Toolkit on its own at £99 above.
Questions
Asked and answered.
Why is this only £99 if it replaces a £15k consultant?+
Because it’s narrow. The Toolkit gives you the diagnostic and pricing architecture pieces of a consulting engagement. It does not give you the implementation help, the team training, the ongoing accountability, or the human judgement on edge cases. For most clinics under £75k/month those four pieces are less valuable than getting the framework right in the first place — which is what £99 buys you.
How is the AI different from generic ChatGPT?+
Both generators run on a system prompt grounded in the Clinic Growth Playbook — the same framework EQUALS3 uses in £15k+ engagements. They reference your specific numbers. They assign you to one of four named archetypes. They refuse to recommend interventions from a different archetype, which is the most common reason DIY plans fail. ChatGPT will happily tell a £6k/month Survivor to run paid Meta ads. The diagnostic refuses, and tells you why.
How many runs do I get?+
20 runs per generator are included with purchase. That’s enough for roughly five quarterly diagnostic refreshes and five pricing rebuilds — about 5 years of strategic reviews for one clinic. If you want more, top-ups are £29 for another 20 runs per tool.
Is the £700 anchor real or marketing?+
It’s the price you’d be quoted today for the diagnostic and pricing review pieces alone if you bought them as a discrete consulting engagement. We know because we’ve quoted them. The Toolkit exists because productising those pieces makes them affordable for clinics who can’t justify the full engagement.
Can I get a refund?+
14-day money-back, provided you have not used any AI generator credits. Once you have used a credit, you have consumed part of the product — refunds are not available beyond that point. This rule is published in the Terms.
Who is this not for?+
Owners who want a 1:1 consulting relationship — implementation help, accountability, human judgement on edge cases. That’s our other product (consulting is appropriate from around £20k/month upwards). Owners who want a community, course, or 1:1 coaching — the Toolkit is none of those. Anyone looking for inspiration: the output is direct, commercial, and occasionally uncomfortable.
How is my data handled?+
Inputs and outputs are stored against your account so you can review prior runs. Anthropic processes generator queries; we do not train models on your data. Stripe processes payment. Clerk handles authentication. Full sub-processor list lives on the Privacy page.
£99. 14-day refund. No subscription.
Pay once. Use it for the life of your clinic. Cancel within 14 days for any reason — provided you haven’t used a credit — and we’ll refund you. No subscription to forget about, no upsell to a higher-tier programme.