00:00:00

David Tusek: See all what's going on here.

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James Redenbaugh: Fireflies. That's my note taker.

00:00:08

David Tusek: Sweet. Sweet.

00:00:12

Ava Tusek: Hello.

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Ellen Keith Shaw: Hi.

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Ava Tusek: Hey.

00:00:17

Ellen Keith Shaw: David. Nice to meet you.

00:00:18

David Tusek: Great to meet.

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Ava Tusek: Yeah, you too.

00:00:20

David Tusek: Yeah. Thanks for making this such a quick flip.

00:00:28

James Redenbaugh: Yeah, no problem.

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Ava Tusek: Yeah.

00:00:31

Ellen Keith Shaw: Got good timing. Totally good timing of me new being new with working with James. So in that sense, he's not.

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David Tusek: That's awesome.

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Ellen Keith Shaw: You get me. And we're gonna do some good stuff.

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Ava Tusek: Yeah.

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David Tusek: Well, he has a good excuse for not being available, though.

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Ellen Keith Shaw: He sure does.

00:00:51

David Tusek: Awesome.

00:00:52

James Redenbaugh: Well, just coming out of the wood shop. I'm working on our altar. Our portal. No way that we'll get married under. Yeah.

00:01:02

David Tusek: That's incredible. Good for you.

00:01:04

James Redenbaugh: Yeah. So I'm just here to. To introduce and get Ellen rolling. I think it very synchronous that you guys came to me with this because I think Ellen's perfect to handle what you need and set Ivan up to. To make a quick page. And you guys are off to a great start, you know, with this copy and. And your thinking behind it. And I think it can just be massaged and. And evolved a bit to. To be more effective for your. Your target audience and be something that you're. You're going to be proud of. And then of course, we can evolve it and iterate it over time. But I hear that there's a. An opportunity right now that you guys want to capitalize on and get this up and get these offerings rolling.

00:01:56

David Tusek: Yeah, yeah, no, that's absolutely true. And you know, so we. Ava, who should be logging on here shortly, she's not.

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James Redenbaugh: Oh, great, he's here. She just doesn't have her video.

00:02:11

David Tusek: Amazing.

00:02:11

Ava Tusek: So scarfing down lunch. So sorry, you guys.

00:02:15

David Tusek: That's great. I think that you know, you came in with some interesting insights. So we had about three or four conversations since we spoke. James, really, about structuring the offer. And there was. There was sort of two basic. And Alan, we would love to your take on this. And I don't know how much you have experience in the healthcare space per se, but.

00:02:48

Ava Tusek: Quite a lot.

00:02:52

Ellen Keith Shaw: Yeah, I worked in public health for a long time. A long time ago, though. But then, yeah, I was helping them implement an electronic referral system through. Throughout the city of San Francisco. So that was very, like, innovative for that time. And now it's like that's what everybody does. But it was a real big deal at San Francisco General where I was working. And then my son is autistic. And so in my parenting role, I've had to like, navigate the healthcare system In a pretty intense and personal way. I have very close friends who have navigated some pretty intense health challenges. So, you know, I'm tracking it all and I read all your copy, I'm tracking it.

00:03:36

David Tusek: Okay, great. So just to kind of frame it and I'll turn it over to Ava. But you know, it's great that you have the background in healthcare, but the broader question is really from a storytelling perspective, like from a capturing and igniting, inspiring a call to action. And we kind of have two ways that we can go about this from the various inputs. One is to really just separate cloud, medical, dpc, our bread and butter basic, you know, direct primary care program that's up and running. I mean, we've successfully enrolled several thousand people over about 10 years using this exact website. So we know that it works. We don't think it works as well as it could, but you know, it's got a decent track record. And, and that's an option to just kind of optimize the strategic wording and copy and storytelling on that website. Two is to sort of focus mainly on a subdomain, which is the copy that I sent you guys, kind of a separate thing that could be hidden or bolted on to the existing website as well as a standalone. You know, we've heard that, you know, both, you should consider just revamping the whole website in real time if you're going to do it. And I think Ava is really interested in that option and has been working assiduously to kind of rip.

00:05:27

James Redenbaugh: The.

00:05:29

David Tusek: Current website apart and extract the real juicy media and streamline it so that it's much more clear and flowy because right now it definitely is a series of 48 rabbit holes rather than a clear, you know, call action. And, and so that's what we want to really talk to you guys about also to get a sense of pricing and what this would involve and entail time wise and cost wise working with you guys. And then the second piece is how to integrate some of the tech, like mainly the payment channels, the various payment links. So I think, Ava, you've spent the last two days going really deep on all of this. Do you want to jump in?

00:06:23

Ava Tusek: Yes, I'll take a stab at it, but that was a pretty good foundation. I think where we're at is the website has to be redone anyway because yes, it has been relatively successful in being a great landing page for people who are already warmed up to the idea of cloud. I would say 90% of our traffic is probably coming in from people who are warm leads. So they're referrals from active patients or previous patients who have really great things to say about Cloud. But as far as being like search engine optimized or paid search optimized, like, the answer to that is definitely no, I don't think that it is. We host discovery calls with all of our new patients who inquire about our services and we've found that I would say the bulk of their questions are, so who is this for? What do I get? And what do you guys actually do? Which in my opinion is those are all questions that the website should answer. They should not be quite as granular as that people are asking us in those discovery calls what does this even cost? Because that's not even, that's not apparent on the website. And I know that you could talk about pricing strategy and like preventing people from seeing that until you're, they're kind of prepped for that price. But people should not get sticker shock at 139amonth for cloud. So I don't, to me, that just all speaks to the fact that the website is not optimized to tell the cloud story. So with that being said, I'm definitely interested and eager to A, modernize it a little bit, B, tighten up the copy so that the offering is actually a little bit clearer as far as what cloud actually offers. But I really don't want to lose the story that my dad has woven throughout, you know, many years of writing copy and writing content that he's just captured so masterfully. And I fully acknowledge that a lot of my copy tends to lean towards the route of like the corporate tone that I think loses some of the spirit of what he's actually talking about. And so this is something I know about my own at least business writing. I'm either entirely creative or entirely corporate. And I don't toe that line very well. And so I think that's where I would love to implore and ask for some of your guidance and help. The other, I think asterisks and piece to this foundation is that there's the cloud DPC offering as my dad explained it. There is also the story that's being painted as far as the American health care system and how it is really an American like health crisis system. If anything else. We have legislation that's coming up in 2026 that changes the way that most Americans can pay for their health care, at least if they have a form of income, which in A gig economy is most Americans, I would say we're trying to figure out how much of that should be part of our story and how much of that should be like a separate add on and kind of bonus offering for people who specifically fall into that category. We've toyed with having that be kind of like a hidden landing page that exists once people have made it past a couple of barriers to entry, whether that's a survey or a discovery call, series of questions, versus having it pop up as like one of the first options that people can take when they come to the website, just because we think it's so historic and exciting. But that does then inherently change the offer because we go from being a DPC provider to being a full stack healthcare provider where we're bundled with a catastrophic care coverage plan, we're partnered with a bank to provide you with a health savings account and you could very easily lose the core that is cloud and also make us responsible for things over which we have no purview. So there are pros and cons there, as with everything. And we're just trying to decide what is the most immediate urgency. So where is the market that we can capitalize on quite quickly and what is kind of the mvp, the minimum viable project, I guess in this case to sort of see that be actualized within the next few months. Because we have a pretty lofty goal of enrolling about 300 people this enrollment season, which extends from now until the end of the year. So we're going to be ramping up our paid search marketing, which I don't think, I think it's been a while since we've done that. I don't know exactly what that time span is, but I think it's been a couple of years since paid search has been on cloud's radar.

00:11:18

David Tusek: Yep.

00:11:19

Ava Tusek: Okay. And also ramping up, you know, digital marketing in the interest of getting people to come to either live open houses or virtual open houses webinars, all with the purpose of leading people to the cloud medical page so that they can sign up and enroll. Like I said, two different lines and offerings. One of those is, hey, your primary care is not probably adequate if you're going through the traditional system. And one being your entire stack of healthcare coverage is not adequate. And we have a solution for that. I think it's probably easiest, if I'm saying like MVP to go this route as far as like copy checkout page. It's very clean, it's very cohesive. There's one offer and then this would Maybe be more of like a. In the future we tack that on and, and tackle that. But.

00:12:22

Ellen Keith Shaw: Sorry, when you're saying tackle that, is it like, is the MVP the cloud Premium hsa? That's. Yeah, that's what I'm hearing. Or what do you want to tackle?

00:12:31

Ava Tusek: That would be the tackling would be the premium HSA. The MVP would just be the standard flat 139 for direct primary Care, our current offering. Because if were to go the cloud Premium HSA route that involves a workflow where they're in conversation with an insurance broker so they have to book a call with her, it's not an easy checkout sign up process. And that particular partner posts everything on their platform and they've been extremely reticent to offer any cloud branding. So from just a patient experience like lens doesn't feel coherent. It doesn't really feel like we have our shit together, to say it colloquially. It just kind of feels like we're tacking on and Frankensteining disparate solutions together. And so I think that there's a really valuable offering there and a really valuable value add to patients. But I, I do foresee it as being a project that would require a little bit more investing because I spoke to the Health Share company that this brokerage partner is working with and the Health Share said, well, you guys can just have your own checkout page and your own checkout experience. If you work directly with us, where you can literally add your catastrophic care coverage package and your DPC package so that you get a bill for, you know, $400 a month as opposed to 199 from one website and 139 from ours. And so I think that's a little bit longer of a Runway time. But in order to give people an experience that feels cohesive and also that we're set up to understand and support from an operations perspective, I think it's probably worth it to just extend that Runway a little bit longer.

00:14:24

David Tusek: So Eva and I haven't actually had a chance to debrief about this. It's just been crazy. But I mean kid, the bottom line is these next three months, every day that goes by, you're probably losing 10, several percent of people of potential enrollees because from September to December everybody enrolls. So you get the very late to the party in November and December and many people are relatively on top of their game and they're completing their enrollment September, October. So we definitely don't have months to launch something. We have days to maybe a week or two. What you just said about including on the landing page, the new landing page, the integration of Sidera Cloud, as you spoke with them yesterday in a single payment transaction. That seems pretty simple to do. If we put some horsepower behind that. Again, that sounds like a several days rather than a several weeks type of a project. And we have, I mean, it's just a payment link. And, and I know there's complexity behind that, but other people have done it. I don't think you can. We probably have to reinvent the wheel too much. We already have decent copy for, you know, the stuff that we just sent to James and Ellen that can be, you know, adapted for this. But, but we need, and I need to sell something to enroll people. I need somewhere to go next week, not in a. And so I think we should think about having, you know, that. That sub domain or that separate thing from our website asap. And if we could have a one single payment link, all the better. I mean, that's phenomenal. That would be incredible. So the conversation you had with Sedera is huge, while you guys, in a parallel fashion, optimize our current website. But I mean, that's what I'm sensing. Does that make sense to you, Ava, and to everybody else?

00:17:00

Ava Tusek: I, if I'm being candid, I think you're discrediting the amount of operational lift that will be required on the team because everybody who's. Who's purchasing a Sedera or health care health share plan, they're going to come to cloud with those questions. Like, I think that explaining that offer to patients is either these are two disparate systems, which I think at least your perspective is confusing, or they're bundled together. It's one system, it's one thing. Which then requires the team from an operational standpoint to take on all of that burden. Pros and cons to both. But I'm just saying, when you say that you need something to sell, I don't see the health share HSA thing as being an easy thing to sell in the next week. What I do see as being an easy sell is our current website and current offering, as we've been doing successfully for many years, in a more updated, modernized and targeted presentation, I guess.

00:18:12

James Redenbaugh: Okay, so your main product is going to continue to be the dpc, right? And then you're hoping to add on the HSA through partnership and the catastrophic care you've already been doing. But you want to do more of that, right?

00:18:34

David Tusek: The main. Yeah, the main thing that's New and again, it's all of this stuff is really hard to sometimes track. But because we've been recommending Sidera for many, many years, we've never bundled with Cedera so that it's one transaction. And I think Ava makes a really good point. It's, well, if you bundle so that it's one transaction, who's the point of contact if something goes bad with their health share? It's like, well, it would be cloud because you got the whole package through cloud and now you're burdening our entire team with questions that should be referred to the Sedera people. And I think that there's a way to solve for that by saying that's actually a Sidera question. We have to refer you back to them. But what's new? That's not new. What's new is that for the first time in history, our government is willing to pay for cloud medical and many other cool things that I listed in there, like, you know, gym memberships and sunglasses and everything in between for pre tax dollars. So people, that's the new part. So now you can get cloud with pre tax dollars. And you know, our prices, as Ava mentioned, are already very low. They're 130 bucks a month. If you take a pre tax treatment to that, you know, depending on your tax bracket, that drops it well below $100 a month. And then we can leverage our doctor patient relationship to offer you pre tax supplements, vitamins, acupuncture, like all these other things that were actually really difficult to pay for with those pre tax dollars. In order to get the pre tax benefit financially, you need an hsa. That's the vehicle through which to funnel all of these expenses, including your cloud membership. And so intuitively the first idea was, well, let's bundle an HSA with cloud with Sidera. There's your complete full spectrum plan. And you know, then we ran up into all of these challenges with, okay, how do we bundle the payments and segregate the different fees and then who's the point of contact? And so you're kind of catching us and I do apologize a little bit in the middle of sorting this out on our own. But at the same time we're transparently vulnerable that we're in this period of indecision and that really fundamentally, like, what's the most compelling story here? Is it a cleaner, more modern version of something that's worked pretty well historically and we just update it and we throw in some of these new details about pre tax treatment and just keep it cloud focused and, or do we have a separate path where we at least, you know, control people down the direction of the full spectrum plan? And, and I think that there's value to both. And you know, Ava, if you're saying no, it would be way too complicated even for that cloud sidera bundle that you talked to their team about yesterday and you think that's a multi month project, then I would completely defer to you and say, all right, well let's scrap that and let's really focus on just cleaning up cloud.

00:22:13

Ava Tusek: I think the only thing I want to throw in there, the website people can certainly correct me if I'm wrong, but I think it's always healthy to have a very clear call to action for people who are totally new to your author. And the one advantage that we have about our discovery calls is that everybody who comes through the cloud ecosystem, we talk to them before they sign up. Which means that if they are a good candidate for this very specific thing that unfortunately is only available to people with 1099 income or you know, and they're currently dissatisfied with their other catastrophic care coverage because a decent amount of people come to cloud because they're not happy with the primary care that's included in their insurance. It's not because they're upset about the catastrophic care that's included in their coverage with the health insurance. So I think that using that as an opportunity to say like if you're a good candidate for this thing, we do have an offering and here's this like hidden landing page that exists for the people that we've spoken to. We've already established and done some pre education and this is an incredible thing that you should be aware of and otherwise keeping it a little bit more focused of the call to action is sign up for cloud ppc. And that's what we do, that's what we're good at. And here's the story on the website. But what are your thoughts? Because I really did want to get your input.

00:23:35

James Redenbaugh: Yeah. So, and just to confirm, this is a key enrollment period for all of this, for the DPC and everything. So it seems like improving the offering that you already have. You know, it's hard to know that the best course of action without all the details. But if we can help you help more people find and understand the core product that will also benefit this additional offer. Whereas if we focus first on the additional offer and then later uplift the core product. Intuitively it feels like there's less advantage to that than improving the foundation. And then that's also a good time to mention we have these other offerings, you know, either through the conversation or another page on the website. And I think it's perfectly feasible to do both and to do both iteratively. So you want to improve the CloudX website? I think eventually we should rebuild the whole thing on webflow and do a deep, clean, deep dive, deep re examination of everything. But in the short term, you know, it's built on WordPress, it's built in Divi, we can rethink the homepage, we can make improvements right on there so you can start seeing results right away. And regardless, I think it's a great idea to work with Alan to unpack the content, unpack the story, look at these offerings, go through different exercises and see what's the best course of action. But yeah, so those are my thoughts. What do you think, Ellen?

00:25:36

David Tusek: Quick point on this before we hear from Alan. So I just want to be clear that those other offerings besides cloud DPC proper like the HSA and Cedar, like we have no advantage. That does nothing for us. It actually adds more work and doesn't add any more money at all. Rather it can be seen as a lead magnet though. So if people are like, oh, you know, not only is cloud proper a great deal and now the website is super cool and sleek, but in addition to that I can do the pre tax stuff and I can get all of these other things, you know, at an advantage cost structure and I can get my low cost major medical coverage through the health share. Like wow, I can save 30, 40, 50, sometimes 60% on my total net healthcare spend. That's kind of, you know, the attractor beam to cloud, that's one way. Another way is just to focus on primary care and say, you know what, you're probably just not getting the primary care experience that you want and we can certainly optimize that. But there's sort of this bigger story we don't necessarily stand to gain from unless people are turned on by the idea of oh my God, I can save so much money by switching over to this computer. Completely alternative path. So I just want to make sure that's clear to you guys.

00:27:18

James Redenbaugh: Yeah, totally. I just think that tractor beam is going to be so much more powerful if the, if your primary offering is much clearer and more accessible. Fair.

00:27:30

Ellen Keith Shaw: Well, yeah, what I kind of am hearing is like if you're open to having that conversation with Ava, I Mean, Ava, with people who are calling, who are interested about Cloud, right. You're saying you could hear that someone's a good candidate and then be willing to send them through this new offering. That makes me think that it could be very beneficial to have something on your homepage that is talking a bit about this offer because it is potentially speaking to people you're not speaking to already. Right. And growing your audience. So if you. In that way, I think it would be kind of a lost opportunity not to speak to what you guys are moving towards being able to support.

00:28:09

Ava Tusek: All that said, I don't, you know.

00:28:10

Ellen Keith Shaw: I understand there's, like, the back end, there's the operational, but I was just thought that was interesting that you were potentially willing to point people to this offering and supporting it. So in that way, like, you know, I mean, I'm picturing almost just like a chart like, you know, you're eligible for this if xxx, you know, and then pretty simple. And people would see right away. And if with this offer more people, it might speak to more people or a new audience that you're not reaching already.

00:28:40

Ava Tusek: I'm definitely keen to have it be featured on the website. But ultimately pointing as like, call to action is the same. Book a discovery call with us and let us talk to you. And I think that what we've been toying around with had been maybe we'll have a landing page. And this was. When I say we, I mean me, James, this was in the email that I sent you. Like, we'd have one button that was like, apply for regular people and then one button that's like, apply for, you know, if you're an independent contractor or somebody who has a small business or whatever. And I think that the more that I think on it and. And gestate on it, the more I want people to know that's available to them. But I want there to be one clear action, which is talk to us, enroll, and then we'll get you started on this other journey. That, yes, there's the speed magnet to your point, dt, but it's not. That's not necessarily our, like, core offer. It's part of the story. But as far as, like, what Cloud does really well, we're still figuring out how to do that really well. You know, like, this is the first time that it's been available to us. We're trying to figure out who to partner with and how the checkout page is going to look. Whereas when it comes to Cloud dpc, we really have our. Our shit together in that arena. And so that's kind of the experience that I want them to feel is the core offering, if that makes sense.

00:30:03

David Tusek: Yeah. One other quick thing I want to sort of segment out is one thing we're talking about is a cool customer, client or patient experience when they get to our website and they can follow along with their discovery call and make sure that whole process and experience feels smooth, clean and clear. But there's a whole separate piece which is to get people to call, to get people to come. And you know, our phone is not ringing off the hook right now. So in this strike while the iron is hot, period, we're trying to figure out, okay, so we're going to send out some Google Ads and Facebook ads and blah, blah. But really there's also some storytelling within that kind of outbound outreach marketing, pr, you know, of getting the people to actually come to our website where then they can have a flowy experience. So there's two separate things.

00:31:16

James Redenbaugh: Right. I definitely think the lowest hanging fruit here is improving the cloud medical homepage. Because if you're saying people are, when they do call, they're asking these questions, I think it is, I think we can solve those problems with clear design and make it more enticing. It's an awesome offer and an awesome deal. And when we land on the website, we don't really get that yet. You know, I think that there's a lot that can be done with story, with words and images to communicate that. And, and there's opportunities in the next year and there's also crisis. Like a lot of people are, you are losing their ACA coverage and their health insurance is going to go up and they're looking for solutions. And it seems like you guys are a bright solution.

00:32:20

David Tusek: That's exactly right. I mean, Medicaid people are getting kicked off of those who have their regular plans are going up 30 to 75%. So, yeah, so there's just so much to say. And, you know, we're a little bit behind the eight ball. We've spent so much of our, you know, work on operations and tech stacks and things like that. And to be frank, this enrollment period kind of snuck up on us because were so in error other zones. And yet we're like, okay, but this is the time where we capitalize on 80% of our enrollments for the year in these next few months. And if we miss out, we're going to lose the opportunity to meet our other Goals, which is hiring a better team and more talent and doctors and all that. So. So it's that rub that you guys find. Find us in and, you know, we're sort of asking for. Yeah, just sound boarding and this conversation already is very helpful.

00:33:29

Ellen Keith Shaw: David, when you say the missed opportunity, can you speak like, what? I just want to make sure I'm understanding what the missed opportunity is besides getting new enrollees. Like, is it this HSA opportunity or is it just refining the cloud store?

00:33:42

David Tusek: Yeah, yeah, no, it's. It's really a calendar event. So somewhere around 90% of all Americans figure out what they're going to do for the next year in terms of their healthcare coverage, the healthcare plan. In these next few months, there's a few big life changes, like a marriage or a big death in the family, or sometimes a job change that will trigger a new healthcare conversation or a conversion to a new healthcare plan in March through October, but those are rare. That's less than 10 or 15%. The bulk of people really figure out what they're doing for the next year in this moment, in these next couple of months.

00:34:31

Ava Tusek: Yeah, I know. I'm tracking that. Yeah.

00:34:34

David Tusek: So that's like, if we don't create this idea of two things. A smooth onboarding experience from the minute that you arrive at our website to booking the discovery call to your enrollment process and all that. If that's not smooth and if people aren't coming there, Right. If they're not being marketed to and they're not hearing about it and our story isn't compelling to get them to that place, both are necessary, but if we kind of screw up both of those, we're missing an opportunity that will delay us by a whole year.

00:35:14

Ellen Keith Shaw: Right. So what I'm hearing there is strengthening the existing cloud story, like, in a major way. Is that right?

00:35:21

Ava Tusek: Yeah.

00:35:23

David Tusek: And including the fact that again, for the first time, you can save a ton of money on the whole shebang in a new way, like with the pre tax HSA stuff. So that's what's really kind of driving this whole thing is like, you know, we've been doing Cloud DPC for 10 years and we've been growing and we usually enroll, you know, whatever 100 or somewhere around there in this timeframe. And we've slowly been growing, but this year, like, we've never had this happen before where the government says all of this stuff is now pre tax. And so. And the other crazy thing is nobody knows this, nobody's heard this, so it really is like a huge part of this is PR and marketing and the storytelling for PR and marketing through various channels. And those are channels like social media, press releases, and getting people to come to webinars where we can explain all this to them because it's so flipping complicated. And then two is what we're talking about here, which is the experience once they arrive to our website. And it's all streamlined and flowy.

00:36:43

James Redenbaugh: Yeah. Which also improves all those other things. You know, if you're doing PR outreach and you have a clear website to point people to. Yeah, it's going to be easier.

00:36:54

David Tusek: Yep.

00:36:55

Ava Tusek: And I think that's maybe where my adamance is coming from. Just because it's. To me, it's a bigger waste to spend all of this money on ads to point people somewhere that doesn't make sense or is confusing. And so, yeah, you know, I kind of want to make sure that gets buckled down first. So I know that we've gone way over, but as far as next steps, Ellen, I have a series of like, copy that I've written that I'm. I've kind of broken down into like, this is what the hero could be, and this is what would below that. And these would be the different tabs available at the top of the website where people would go. This is all from like kind of a template that I received from one of our marketing consultants who recommended that this is just kind of like an SEO optimized format and template. And so again, I'm recognizing that was the mind from which I created this copy, but also want to make sure that we're not losing the cloud story. So is that something that I could send to you for a review and then, you know, as far as like the actual website design, it's, you know, it's totally fine. It's fine. It's not great. It's definitely not bad. I think it looks good for the most part. That's something that I have a decent amount of familiarity with. I've done basic WordPress before. And so like, as far as the actual granularity of like, we're going to replace this copy with this. I don't know if I necessarily need your help with like, that tactile. But as far as like, overall design and imaging, like, if that's something that you'd be open to weighing in on and then maybe we can kind of tag team to make it as efficient as possible. Does that sound like an okay sort of next, immediate next step or what were you Thinking, yeah, I can send.

00:38:50

Ellen Keith Shaw: That and I can review it. And then I think we should have a definitely, like another call, like workshop. It's next week. Like early next week is fine. We can set a time.

00:39:01

Ava Tusek: And.

00:39:03

Ellen Keith Shaw: Yeah, I mean, I'm kind of like percolating with everything you've shared. I'm still like a little unclear about how we're talking about premium hsa, but I'm going to read what you send over and maybe you two will keep talking about it, kind of figuring out how that becomes or doesn't become part of this. Like, we need it right now because people are registering for their health care, deciding if that would bring more people to sign up with you because you have this offer that other people don't even know about. Right. Like, as a independent contractor, I read this and I was like, that sounds amazing. And I haven't seen the cloud website. I read, I read everything on the CloudX that James did for you guys and I. And what I hear is like, your passion is this kind of like holistic, like seeing the whole person and the whole experience. And now cloud, it sounds like, offers kind of like a part of it. And so that is appealing to go one place and have everything taken care.

00:39:59

Ava Tusek: Of across the board.

00:40:02

Ellen Keith Shaw: So I don't know if does that make sense? Like, I'm not really sure exactly what the next plan of action is, but it's very clear that the story on your site needs a little refining so that people aren't asking you the same questions when they call you. And sounds like the goal is booking more discovery calls. And however, there's the way we want to get there.

00:40:26

Ava Tusek: Yes. Because we convert most of those calls. Like, the offering is so good. When we have a patient who's in front of us, they will be like, oh my God, this is the most amazing thing that I've ever heard. So I think, I do think that just the crux for us is increasing those discovery calls. It doesn't necessarily need to be included as far as, like, we need better copy for the emails that have to go out to try to convert. People post discovery call to book their next sales call. Like, it's typically a one and done event, which is awesome. But yeah, I can follow up. I think that me and DT need to have a little, you know, just chit chat and discussion about what makes the most sense from those two buckets of marketing versus actual, like if we're viewing the website as like Sales and sales copy what that sale offering actually is and what it looks like.

00:41:24

James Redenbaugh: Cool. I know we're way over time here, but while we're all here, I just want to do a simple look at this to point out some of the low hanging fruit that I see here. So the image that we land on should communicate more about what, who you are, what you do and where you are. We have this little text that's really hard for anyone over 40 to read around the logo. You know, uncompromising healthcare for extraordinary people is a great tagline, but what if you don't identify as an extraordinary person? So that can room for improvement there. Also, I don't love the chain or the darkness and this guy is kind of struggling a bit, but that's kind of besides the point. Main thing is like call to action here, nice button, but make it red, make it orange. You're going to convert more right away. Like it's just, you know, unfortunately people respond to these colors so CTA should always be a bright color and just be really clear. They're going to be more drawn to it. That's a little change. And then, you know, this list here, these are all really awesome things, but putting them in a list, it kind of reads as a step of the do's and it slows down the user and it's like, oh, I got to go through all this stuff. But if we didn't have numbers, you know, maybe we had icons instead or images to kind of celebrate similar to what's on the CloudX site, celebrate these awesome advantages. Then more users are going to read through it and start to get why this is great. And you know, anything that's going to create friction, like putting things in quotes we want to just get rid of because it's, you know, it's not really needed. And then video here, always great to have video. Why not move it higher if it's something that you really want people to see, have a link to it up here, not wait for people to come to it down here. And when they come to, shouldn't just be a black screen, let's have it be more compelling so that people actually click it. If we do see a preview, things like that, you know, there's a lot of. And then cleaning up the footer, it really feels like a WordPress website in the footer down here. And there's little things that we can do to just improve things. I don't even know what the footer on this website Looks like. But this is a nice, clean website that we've done to just kind of move things, create some more space, have a clear call to action in the footer, make it feel a little more unique and less templatey. And then, you know, if this is a bright, innovative, valuable offering, you want the website to feel bright, innovative, and valuable as well. So I just wanted to share some thoughts on that while we're here. I know Ellen hasn't had a chance to look at it yet, so.

00:44:49

David Tusek: Yeah, no, that's perfect. And Ellen, the Cloudx website, that's a totally separate tier offers. It's a concierge plan. We launch next year. So you've caught us in a bit of a cluster moment. And thanks for your patience. And, yeah, I mean, this has been very useful for me. Ellen, I would invite you to. If. If you still get stuck and you're like, oh, my gosh, I'm. I'm not quite understanding this piece of it, feel free to email Ava and I will be around all weekend. But otherwise, yeah, I think a touchdown next week would be great. And thanks. Running through the slow hanging fruit. Yeah, that totally resonates.

00:45:30

Ellen Keith Shaw: Yeah, I think that's part of what this engagement is, too. I mean, like, you don't have to have it all together and know all of the answers.

00:45:36

Ava Tusek: Right?

00:45:36

Ellen Keith Shaw: Like, that's. That's exactly what we're doing here, is to try to help it feel clearer and, you know the why you're moving in the direction you're moving and.

00:45:44

Ava Tusek: Yeah. So I think it's a good time.

00:45:47

Ellen Keith Shaw: To engage when you're not really clear exactly on what's next.

00:45:51

David Tusek: Cool.

00:45:51

Ava Tusek: Yeah. Amazing, right? Well, thank you. Yes.

00:45:57

Ellen Keith Shaw: I'll message you guys and we'll set a time, figure that out and I'll kind of get a little clearer on next steps. But send me what you got.

00:46:05

Ava Tusek: Awesome. Will do. Thank you so much.

00:46:07

David Tusek: All right, thanks, both of you guys.

00:46:09

Ava Tusek: Bye.

00:46:10

James Redenbaugh: See you guys later.

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