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Ali'i Marketing By Design
SWDIC + CMI (Southwest Diagnostic)
Gathering1 document gathered · 11 scope items · 4 confirmed in scope
Single worksheet completed; foundational business and brand elements are clear, but no technical scope, vendor, timeline, budget, or approval decisions documented yet.
Scope of work
4 in scope · 2 proposed · 4 open · 1 out of scope
In scope (4)
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SEO strategy and implementation
SEO · medium
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Content strategy and development
Content · large
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Analytics and conversion tracking
Analytics · medium
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Compliance — HIPAA and ADA
Compliance · medium
Proposed (2)
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SEM strategy and management
SEM · medium
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Social media strategy
Social · unknown
Open (4)
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Website redesign and build
Website · unknown
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Hosting and infrastructure
Hosting · small
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Brand consolidation vs. dual-brand strategy
Marketing strategy · small
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Branding and visual identity
Branding · unknown
Out of scope (1)
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Out of scope items
Other · small
What's needed to firm this up
Ask the client (13)
- Do you want one unified website or two separate redesigned sites for SWDIC and CMI?
- Do you want to consolidate under a single brand name, or maintain SWDIC and CMI as distinct sister brands with a shared digital presence?
- What is your preferred website platform (WordPress, custom build, headless CMS, etc.)?
- Who is your current hosting provider, and are you open to migrating?
- Does your Physician Portal currently exist as a third-party system we'd integrate, or does it need to be built?
- Is the three-question patient satisfaction survey already implemented in a tool, or does it need to be created?
- For appointment requests, do you use a third-party scheduling system (e.g., Zocdoc, SimplePractice) or handle requests via form submission?
- Do you have an existing logo and visual identity, or is branding part of this project?
- Do you have a monthly budget allocated for SEM, and if so, what is it?
- Who will write content: your team, the agency, or a combination?
- Do you have existing photography assets, or will custom photography be needed?
- How do you currently track physician referral volume, and what system would need to integrate with the website?
- What is your timeline and budget for this project?
Research / audit tasks (5)
- Audit current SWDIC and CMI websites for content inventory, SEO baseline, and technical stack
- Competitive SEO analysis for cancer imaging, PET scan, and radiology keywords in Dallas-Fort Worth market
- Review Envision, Touchstone, Rayus, Crown, Prime, Gateway, and Northstar websites for feature and positioning benchmarking
- Research HIPAA-compliant hosting providers suitable for healthcare client
- Identify call tracking platforms compatible with healthcare compliance requirements
Open strategic questions (8)
- Brand consolidation vs. dual-brand strategy — does client want one master brand or sister brands?
- Website structure decision: one site or two?
- Platform and CMS choice — no preference indicated
- Is SEM confirmed in scope with approved budget, or still proposed?
- What is the content creation model: client-provided, agency-written, or hybrid?
- Does branding/visual identity work fall within this engagement or is it out of scope?
- What integrations are mandatory vs. nice-to-have (Physician Portal, satisfaction survey, referral tracking, appointment system)?
- Project timeline and budget — no information provided yet
Open evidence & gaps view → — raw dumps, coverage map, workboard, all the underlying data
Project not started
Pick a kickoff date and the team gets a project board
Even with open decisions, the team can start. Decisions become their own cards. Workload becomes visible by week.