An AI engine that stood up marketing for a clinic network.

Practice with Joy helps independent nurse practitioners launch their own clinics. I ran the brand, websites and marketing for six of them, largely solo, by building the AI tooling that turns a kickoff call into a live site and a running content calendar.

RoleBrand, web & marketing lead, solo, AI-leveraged
SkillsProduct design, brand, AI tooling, automation
Timeline2025–present
ContextPractice with Joy, healthtech MSO, alongside the founding eng team
8–10
Clinics' marketing run, solo + AI
3wk
Kickoff → site + ads live
28
Organic keywords ranked · Generations Health
01 · The problem

Every new clinic was a manual build.

Practice with Joy helps independent nurse practitioners spin up their own clinics, people who, as the team puts it, "don't know what a domain is." Each one needed a brand, a multi-page SEO site, and an ongoing marketing motion, stood up by hand.

By the time I was running marketing for eight to ten clinics, it had become a treadmill of repetitive setup, re-uploading the same brand docs and meeting notes into a fresh Claude project for every clinic and every asset, switching tools constantly. The upside only sharpened it: through an Aledade partnership, roughly a thousand value-based-care practices were in reach, about half with a bad website or none at all. Demand wasn't the constraint. The manual cost of launching and running each clinic was.

02 · The approach

Turn the playbook into AI tooling.

I took the founder's brand-building playbook, kickoff call, questionnaire, brand blueprint, logo, site, and rebuilt it as a pipeline. Sitebuilder assembles a clinic's multi-page site from component blocks on a headless CMS, with an AI pass that seeds the first draft straight from the sales-call transcript.

Joyful Marketing, which I designed and built on Replit with Claude, borrows NotebookLM's mental model: upload a clinic's sources once (brand blueprint, intake forms, meeting notes), then generate every asset type from that shared context. A chat layer explores and refines the brand; a Studio generates blog posts, social posts and images; a Calendar lays out two to three months of social content as Facebook mockups, with client review, approval and one-click download. Underneath, n8n workflows automate the repetitive pieces, blog drafting, editorial image generation, so the calendar largely fills itself.

Joyful Marketing, brand strategy and guidelines generated from a clinic's sources
Joyful Marketing: brand strategy and guidelines, built from the clinic's uploaded sources.
Joyful Marketing Studio, generating blog posts, social posts and imagery from shared context
The Studio: blog posts, social posts and imagery, all generated from one shared context.
Joyful Marketing content calendar laid out as reviewable social posts
Out the other end: a content calendar laid out as ready-to-review social posts.

The goal isn't to remove the human from the process, it's to eliminate the repetitive setup work so I can focus on the creative decisions that actually matter.

Humayun Khan · Studio Maya

03 · The outcome

Weeks to launch, not months.

The first clinic validated the loop end to end, from kickoff to a live site and running Google Ads in about three weeks. Generations Health launched on an SEO-built site ranking 28 organic keywords at a 79% health score; Tangerine Health Pros became the first full end-to-end launch on the new Sitebuilder.

What had been a one-person manual bottleneck became a repeatable, AI-leveraged pipeline, the thing that makes a 500-clinic opportunity even thinkable for a small team.

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