Media repurposing, production, and funnel engagement.
Overview
This proposal outlines a strategic plan targeting 450 to 600 new contacts in the three months following completion of video production.
Doro Mind treats schizophrenia, psychosis, and related conditions, and the audience for this work is the families and caregivers around those members. Contacts come from two sources. The first is the existing media archive, five long form sessions and an evergreen guide, analyzed for performance and repurposed into short form assets. The second is new video production, covering pre-production, dissemination, and market engagement for awareness and conversion.
Work runs in three phases, with analytics instrumented in Phase 1 and read in every phase after it.
Targets
Engagement targets
| Metric | Target |
|---|---|
| New contacts | 450 to 600 |
| Measured window | 3 months from end of Phase 2 |
| Event cadence | 3 or more per quarter |
| New long form assets | 1 hero plus 6 |
| Clips per long form asset | Determined by asset |
| Awareness baseline | Not currently tracked. Established in Phase 1. |
Awareness measures are video views, watch time, branded search volume, direct traffic, and citations in AI answer engine responses.
Doro Mind business targets
Accountability for this engagement sits at contacts. The figures below provide context.
| Metric | Target |
|---|---|
| Net new paid subscriptions | 30 |
| New ARR | $600K |
| Longer term | 3x to 4x subscriptions |
| Break even | 400 to 500 families, from 120 to 130 today |
| Late funnel conversion | ~75% stage to confirm |
The late funnel converts well. The constraint is volume entering it, which is what this engagement addresses.
Scope
| In scope | Out of scope |
|---|---|
| Archive analysis and performance read | Shooting. Doro Mind is in New York and production stays local to the team. |
| Clipping and repurposing, archive and new assets | On camera talent. Clinical and lived experience credibility sits with Doro Mind. |
| Topics, scripts, and structured inputs | Guest sourcing and booking. Doro Mind holds those relationships. |
| Transcripts and captions | Distribution run as an ongoing retainer |
| SEO and AEO | Provider network, payer contracts, health system contracts |
| Distribution and scheduling | AI coaching. Doro Connect already has it. |
| Funnel instrumentation and analytics | Welcome calls and enrollment. Doro Mind runs its own sales motion. |
Division of labor
One lead per stage, so accountability is never split. Where work is genuinely shared, the contributing party is named.
| Stage | Lead | Contributing |
|---|---|---|
| Archive and performance analysis | Kobo | |
| Topics and content plan | Kobo | Doro Mind |
| Hero video concept and script | Kobo | Doro Mind review |
| Interview scripts and question sets | Kobo | Patrick refines before shoot |
| Guest sourcing and booking | Doro Mind | |
| Shooting | Doro Mind | |
| On camera talent | Doro Mind | |
| Long form edit, live sessions | Doro Mind | Patrick's existing pipeline already does this. Open whether he keeps it. |
| Hero video edit | Open | Scope follows the format, which is not set yet |
| Transcripts and captions | Open | Kobo, unless usable transcripts already exist |
| Clipping and repurposing | Kobo | |
| SEO and AEO | Kobo | Patrick, clozapine content already in motion |
| Podcast placement | Open | Doro Mind clinicians appear. Who pitches is unsettled. |
| Distribution and scheduling | Kobo | Doro Mind account access |
| Funnel instrumentation | Kobo | Doro Mind analytics access |
| Analytics and reporting | Kobo | |
| Welcome calls and enrollment | Doro Mind | |
| Running the system after Kobo steps back | Open | Needs a named person and weekly hours |
Flow
Assets feed distribution. Distribution feeds the three calls to action. Live events sit across the whole circuit, producing a new asset and converting an audience in the same session.
Dashed lines mark the compounding loop
Each event recording returns to the archive as a new long form asset, which is then clipped and distributed again. Source material grows with every session rather than resetting.
Client journey
The client is the family caregiver. Many people living with serious mental illness (SMI), particularly schizophrenia and related psychotic disorders, lack insight into their own condition, so an advocate initiates care on their behalf.
Stage 04 is the metric this engagement is measured on
Both intake surfaces are the site and the app. Every distribution channel routes to one of them, and from there to one of the three calls to action.
Nearly all families pay directly. Insurance has covered a member in only one case to date, and state grants reach some caregivers. That puts the weight on stages 02 and 03, where clinical credibility and family testimony carry a decision that reach alone does not.
Phases
Phase 1 runs two tracks in parallel. Existing content is analyzed and published while the next production round is staged.
Analytics runs underneath all three phases
What handoff means
At the end of Phase 3, Doro Mind runs the system without Kobo. Concretely, the team can cut and publish shorts from each new session on their own.
| Artifact | What it is |
|---|---|
| Runbook | Written steps for pulling a transcript, selecting and cutting clips, scheduling them, and reading the numbers afterward. Written for an operator, not an engineer. |
| Training | Working sessions with whoever owns it day to day, run against a real session rather than a demo. |
| Readiness checklist | What has to be true before Kobo steps back. Accounts, access, tooling, and one full cycle completed by the Doro Mind operator. |
Assets
What exists today
Five long form sessions and one evergreen guide. None of it has been clipped.
| # | Asset | Format | Reach |
|---|---|---|---|
| 1 | First live session | Two internal staff plus a guest | Best performing |
| 2 | App deep dive | Walkthrough | Low, existing members |
| 3 | Author interview | Patrick plus an author | High, guest promoted |
| 4 | Clozapine expert interview | Patrick plus a clozapine expert internal or guest? | High |
| 5 | Recorded session | Recorded rather than live | Moderate |
| 6 | Fellow traveler's guide | Evergreen written asset, lead magnet | Ongoing |
The two weakest sessions, the app deep dive and the recorded piece, are the two with no featured guest. The stronger three each centered on a named individual carrying either an audience or lived credibility. Worth confirming who appeared in session 04 before leaning on that pattern, since Dr. Laitman would satisfy it from inside the practice.
What gets made
| Count | Asset | Format | Purpose | How it produces contacts |
|---|---|---|---|---|
| 1 | Hero video | Format TBD | Anchor asset, structured for clipping at the script stage | Evergreen top of funnel. Feeds every channel and does not date. |
| 2 | Clozapine and treatment | Dr. Laitman, with an outside expert where it adds reach | Authority and search visibility | The expertise is already in house. Dr. Laitman is internationally recognized in clozapine management for treatment-resistant schizophrenia, and developed the EASE protocol the care team is trained in. Transcripts carry that into search and AI answers. |
| 2 | Family member interviews | Internal staff plus a client family member | Acquisition | Their best performing format. Lived credibility plus the guest's own network. |
| 2 | App deep dive | Walkthrough featuring participating members | Referral activation | Participating caregivers carry Doro Mind into their own caregiver networks. |
Clozapine is the clearest differentiator Doro Mind has, and the expert is on staff. Pairing Dr. Laitman with an outside expert on one of the two would add a second audience without giving up the internal authority.
The app deep dive needs a mechanism change rather than a repeat. One already exists and it reached the fewest people. The change is the referral path: a caregiver who appears on camera has credibility and reach with other caregiver families, and there is no defined route today for turning that into a referral.
What post-production involves
Post-production means three different jobs here, and only one of them is heavy.
| Asset | What post involves | Who does it today |
|---|---|---|
| Live sessions | Trim the top and tail, audio pass, upload. Light, because a live session airs finished. | Patrick, using an automated pipeline in DaVinci Resolve that strips filler and adds transitions |
| Hero video | A full edit. Structure, graphics, sound, color. The only asset here that needs one. | Nothing equivalent exists today. Scope depends on the format. |
| Clips | Selecting moments from the transcript, cutting, captioning, and reframing per channel. | Nobody. This is the gap the engagement fills. |
Six of the seven new assets need very little post, and Patrick already has tooling for it. The hero video is the exception, and its edit cannot be scoped until the format is agreed. Clipping is the volume work, and it is not being done at all today.
The stack
Existing
5 + 1
Five long form sessions plus the evergreen guide.
New
1 + 6
Hero video, then six across two to three sessions.
Per asset
Varies
Clip count is determined by the asset. A 60 minute panel yields more than a short walkthrough.
Output
Short form
Eleven long form assets, each a permanent clip source.
Distribution
| Channel | Rationale | Status |
|---|---|---|
| Search, SEO | Caregivers search clozapine, anosognosia, and treatment-resistant schizophrenia at the point of crisis. Transcripts and condition pages are what rank. | Clozapine content already in motion |
| AI answer engines, AEO | A caregiver asking an AI about clozapine titration or side effect management should get Doro Mind cited. Video that cannot be read is invisible here. | Not assessed |
| Short form social | Caregivers encounter content before they search for it | Which accounts, who posts? |
| YouTube | Clips populate the channel between live sessions | Active |
| Podcast appearances | Doro Mind clinicians as guests on caregiver and SMI shows. Borrowed audience at low production cost. Podpitch under evaluation as the booking route. | Who appears, who pitches? |
| Caregiver organizations | Content partners can distribute to their own members | Which partners? |
| Owned list, lowest cost distribution available | List size and cadence? |
SEO and AEO are related but not the same job. Search ranking rewards depth and structure on the site. Answer engines reward being the clearest citable source on a specific question. Both depend on the transcript layer, which is why it comes first.
Open questions
- After a live session, what file arrives and in what state: raw multicam, the StreamYard recording, or a finished cut?
- Does Patrick want to keep long form editing, or hand it over?
- Do usable transcripts exist across the five sessions, or only auto captions?
- Do reuse rights cover clips and paid ads, including guest appearances?
- Does anything need sign off before publishing, and from whom?
- When a member appears in an app video, what is the route for them to refer another family? Is there a form, a code, or a person they hand a family to?
- Which clinicians are available for podcast appearances, and who pitches them?
- Was the clozapine expert in session 04 Dr. Laitman, or an outside guest?
- At which step does the roughly 75% conversion figure apply?
- Which person at Doro Mind runs the clipping and distribution system after Kobo steps back, and how many hours a week do they have for it?
- What is the budget range, and who approves it?
Risks
Each risk below traces to something stated on a call or visible in the current setup. The mitigation is a specific activity, not a promise.
| Risk | Where it comes from | What retires it |
|---|---|---|
| Contacts are existing community members rather than new | Doro Mind has said it cannot yet tell whether event contacts are net new | Phase 1 deduplicates registrations against the member, newsletter, and nonprofit lists before any baseline is set |
| Reuse rights do not cover clips or paid ads | Appearance releases often cover the broadcast only, and four of five sessions feature guests | Rights position confirmed in Phase 1, before any clipping begins |
| The hero video edit cannot be scoped | Its format is not set, and it is the only new asset needing a full edit | Format agreed in Phase 1, before the shoot, so the edit is priced against something specific |
| Raw footage arrives in a state that slows clipping | No delivery format, naming, or turnaround has been agreed between the shoot and the clip work | A one page delivery spec written into scope before signature |
| Production slips and compresses the measured window | A session has historically taken about a month to produce, and seven are planned | The measured window opens at the end of production rather than at signature |
| Patrick stays the bottleneck | He runs planning, production, and editing today, and still has seven shoots ahead of him | Kobo takes everything downstream of the shoot. Shoot schedule agreed in Phase 1. |
| The two new app videos repeat the low reach of the first | Their existing app deep dive reached the fewest people of the five | Referral path defined before those two shoot, so the asset has a job beyond reach |
| Knowledge does not transfer at handoff | This has happened once. A part-time marketer could not pick up Patrick's tooling. | Named operator agreed in Phase 1. Runbook, training, and one full cycle run by that person before Kobo steps back. |
| SEO and AEO are judged on the clip timeline | Organic visibility compounds over quarters, clips move in weeks | Separate measures and reporting cadence agreed in Phase 1 |
Investment
| Phase | Duration | Price |
|---|---|---|
| Phase 1, asset creation | TBD | TBD |
| Phase 2, deployment and engagement | TBD | TBD |
| Phase 3, awareness and conversion | TBD | TBD |
Post launch support is quoted separately.
Costs outside the fee
Any third party software agreed during Phase 1 is contracted and paid directly by Doro Mind rather than billed through Kobo. Clip extraction, scheduling, and analytics tools sit in that category. Holding those accounts directly also means the tooling stays with Doro Mind when Kobo steps back.
Outstanding
- Phase prices and durations
- Blended day rate
- Hero video format
- Contact volume by source