Three lanes. One machine.
Yours at the end.
Joe Malory named the structure: three buckets. This hub is where the whole engagement lives, the plan for each lane, the week-by-week roadmap, and everything that transfers to HemaSource at handover. Your ordering tech is years ahead. Now the demand catches up.
Cumulative figures across live campaigns and client features. New business is client-reported. What we have achieved on strong campaigns, never a promise of your result.
The excess inventory engine
Nine SKUs, committed volume about half claimed. High-volume vertical cells, an automated back-and-forth inside a hard boundary, two-minute speed to lead, a trained VA closer team. Every win becomes a subscribe-and-save account.
Lapsed & weak customers
Your own book, segmented and re-worked: lapsed win-back, weak-account expansion, and a sign-up drive to the ordering platform. About 250 warm leads to your existing reps, measured against a fixed baseline.
New high-value leads
Twenty-five good dialysis leads against a written spec, not a thousand small ones. A defined universe of 1,961 sellable facilities after your DaVita and Fresenius guardrail. Blood opens on Joe Waldron’s call.
One spine, one source of truth
- Every touch lands in your Pipedrive. Sends, replies, call outcomes, orders, sign-ups.
- One Leads Inbox, three routing rules. Lane 1 to Robbie or Joe Waldron. Lane 2 to the owning rep. Lane 3 to the closer, clock running.
- Per-stage SLA flags plus a weekly untouched-leads review.
- Suppression first. Existing customers suppressed before the first send; your exclusions encoded in every list.
- One weekly one-page report per lane. Kill-or-scale decisions in writing.
Kickoff Monday, August 17
Papers this week. A mid-August start gives the RHA Savannah pre-show program five-plus weeks of runway on an already-built universe. Two gates open Lane 3, both in week one:
- The one-page product and pricing sheet (Joe Malory). The answer library and closer script are built from it.
- One 60-minute guardrails and eligibility session (Joe Malory, with Joe Waldron for the lane checks). Output: the written registry.
Build. Run. Own.
Anchor: kickoff Monday, August 17. The lanes stagger rather than pretend perfect parallelism: Lane 3 goes live first, Lane 2 lights up on data arrival, Lane 1 sequences behind the spec. Time-to-first figures are what we have achieved on strong campaigns, never a promise; targets are set jointly at the week two session, in writing, per lane.
Month 1: reply triage, claim flow, CRM hygiene, the registry. Month 2: the first phone call, objections per lane, live listen-backs, Paul’s pitch sessions. Month 3: kill-or-scale reads and show capture. Month 4: your owner runs it, then certification. Named student: the account coordinator, or whoever you name.
The excess inventory engine
Nine SKUs, really three product lines, with committed volume about half claimed. Eight of the nine are commoditized and transactional; the pour bottle gets consultative treatment inside the same lanes. The differentiator is the ordering: subscribe-and-save, predicted carts. So the real prize per win is a registered recurring account, not one order.
Lane eligibility, hard, week one. Saline and lactated Ringer’s are regulated sterile fluids. Before a dollar of outreach: can this buyer type legally purchase these SKUs in the states we target, and what documentation does an account need at order time? The question also lives in the closer’s script and the automated flow. A lane that fails the gate dies before it costs anything.
Email carries the volume
Cells of roughly 1,000 contacts per vertical, identical offer, two-week reads. LinkedIn where the buyer lives there. Funeral homes and veterinary first, Joe Waldron’s steer, then home health and hospice, med spas, EMS and fire, mobile nursing from the reserve board.
The AI brain answers, inside a hard boundary
A fixed library of pre-approved answers built off your one-page product sheet, signed off by Joe Malory before launch. No clinical claims, no off-label guidance, no price outside the approved sheet, no invented delivery promises. Anything off-script routes to a human with no send.
Speed to lead: two minutes
A prospect who leaves a number is auto-dialed inside two minutes with the closer on the line. A missed call lands in the CRM with a next-day chase task and stays on the untouched-leads review until resolved.
The human closes
A trained VA closer team, hired for this lane: we recruit, train and manage them, HemaSource holds veto on anyone who represents you. One-page script, fixed price sheet, no discretion; anything off-sheet escalates. All calls recorded, weekly listen-backs, and at handover the trained team can transition to HemaSource, the purest version of owning it.
The close is a sign-up, not just a sale
Every won order pushes to platform registration and a standing delivery schedule, then a re-touch in a month or two. First order opens the catalog: they bought the saline, they need gloves.
Order to cash, defined before the first yes
New-account setup, minimum order and freight threshold, payment terms for small unknown accounts, who enters the order and how fast. The ordering ease is the differentiator, so the ordering path is part of the build.
- First: funeral homes + veterinary. Joe Waldron’s call and his research: rapid-fire, lots of small independents, no overlap with the hospital, VA and urgent-care worlds.
- Reserve board: home health and hospice, med spas, EMS and fire, mobile nursing, dental on the pour-bottle wedge only.
- Deprioritized, with reasons stated: general dental (distribution locked), urgent care, correctional health, surgery centers, research universities, fertility, tattoo studios.
Every cell gets a written kill-or-scale decision every two weeks. Working default: fewer than five interested replies per 1,000 contacts after two weeks kills the cell unless order economics argue otherwise. The threshold is confirmed jointly at the week two session and applied in writing thereafter.
- Orders and first-order value; sign-up conversion; repeat-order rate.
- Answer-rate-inside-SLA on the speed-to-lead clock, reported weekly.
- Per-cell kill-or-scale record against the agreed threshold.
Lapsed & weak customers
Your existing accounts are under-worked, and the acquired book is being migrated onto the platform. This lane mines both. Nothing here ever leaves your reps’ hands: the engine does the remembering and the prioritizing, your people keep the relationships. Your sizing on the call: about 250 leads to follow up on.
Lapsed
Bought in the past, stopped. Win-back sequences with rep follow-up.
Weak
Active but thin share. Category-expansion touches, your own farming logic, systematized.
Active, offline
Ordering by phone or email, not registered. Sign-up drive: subscribe-and-save and predicted carts are the hook you already built.
Baseline before anything sends
Weeks one to two: a snapshot of active account count, last-order dates, spend bands, categories bought. Month-four lift is then measured against a fixed starting line, touched against untouched. This lane has the cleanest before-and-after math in the engagement.
Warm leads to your reps, in waves
Segmented batches into the Leads Inbox, tagged and routed to the owning rep with history attached. Claim, convert, carry.
Standing re-touch rhythm
Automated, human-reviewed LinkedIn and email touchpoints on a 30-to-60-day cadence.
Every conversion compounds
Each win pushes toward platform registration, so the account keeps ordering after the engagement ends.
One export or CRM view of the customer base including the acquired book, any format. Mutual NDA before transfer, access restricted to the delivery team, the data never leaves the engagement, returned or deleted at close.
- Reactivated accounts and platform registrations.
- Share-of-wallet lift on touched vs untouched accounts against the week one baseline.
- Repeat-order rate on reactivated accounts.
New high-value leads
The shape you asked for: twenty-five good dialysis leads, not a thousand small ones. At your own stated account value, a good-sized dialysis customer spending a million dollars a year, single-digit wins move the year and the math needs no decoration. This lane is measured differently: good leads against a written spec, not volume.
Source: CMS Dialysis Facility Listing, pulled July 20, 2026. Pending your read on which chains are sellable, minus existing customers once suppression runs. A defined, finite market that supports a defined number of high-quality approaches.
The good-lead spec is a written artifact
Drafted by us in week one, edited and approved by Robbie and Joe Malory: facility profile, chain status, station count, geography, exclusions. Quality is a spec, not a vibe.
Account-by-account outreach
Deep-researched, LinkedIn plus email, written for the administrator, clinic manager, operations director and purchasing worlds. Small tested cells, never blasts.
Every qualifying reply routes to Robbie
Full context attached, straight into the Leads Inbox with the lane tag on.
Blood, on Joe Waldron’s clock
The America’s Blood Centers and Blood Centers of America universes are scoped and ready. The window opens when he calls it; his answer goes on the roadmap with his name on it.
RHA Savannah is September 23 to 26, inside the window, and HemaSource is on RHA’s published 2024 exhibitor list. The pre-show playbook, per show: attendee-side target list from the lane universe six weeks out, personal outreach from the named rep five weeks out, calendar-booked booth meetings two weeks out, same-day capture into the CRM, 48-hour follow-up with a named owner. Also in window: Kidney Week Denver (October 21 to 25, only if economics justify), AABB Atlanta (October 17 to 19, only if blood opens), PPTA Plasma Protein Forum (November 3 to 4, handover playbook material).
The AI brain, wired into everything
One brain sits at the center of the engagement: it drafts, answers, routes, dials and remembers, and every thread of it lands in your Pipedrive. It only ever speaks from the answer library Joe Malory signs off, and a human desk reviews its work daily. At month four, the whole web transfers to HemaSource.
- Answers the back-and-forth on Lane 3 from the approved library, at volume.
- Routes every interested reply to the right human: Robbie, the owning rep, or the closer.
- Fires the dialer the moment a lead leaves a number, and logs the miss if unanswered.
- Remembers everything: every touch, reply and outcome lands in your Pipedrive.
- No clinical claims. No off-label guidance.
- No price outside the approved sheet. No invented delivery promises.
- Anything that does not match an approved answer routes to a human, with no send.
- Scope widens only by a written decision with a named approver, never by drift.
- The reply desk reviews daily: every automated response checked by a human.
- A named client-side approver signs off sequences and the library before anything sends.
- Escalation in writing for anything it gets wrong: pause, human takeover, correction, log.
- At month four it is yours: library, flows, wiring, documented and handed over.
Deliverables
The straight answer to the question Joe asked: this is not outsourcing somebody’s time. The engagement builds assets, and the assets transfer. If you never speak to us again at month four, the machine runs.
The dialysis universe (sellable, scored, suppressed), the blood-center universes, and every Lane 3 vertical list built behind the eligibility gate, refreshed and documented.
The approved answer library, the automated reply flows, the routing rules and the speed-to-lead wiring, with the written boundary and escalation path. Every approved word the machine says.
Per-lane sequences written for each buyer world, with the per-vertical channel read: who takes calls, who only messages, and how the engine routes accordingly.
Your Pipedrive wired as the one source of truth: Leads Inbox, lane routing, claim-convert-carry, per-stage SLA flags and the weekly untouched-leads review.
Your exclusions, encoded mechanically in every list: DaVita and Fresenius, the no-hospitals product line, and whatever the week one session adds. Ships to you at handover.
One weekly one-page report per lane: interested replies, volume churned to get them, calls out, orders closed. Monthly working reviews with kill-or-scale decisions in writing.
Hired, trained and managed for the inventory lane, with the constitution in writing before the first dial: identity, price authority, compliance, ramp and replacement. At month four the trained team can transition to HemaSource, your call.
Your named owner certified on the running machine: list build, launch, triage, claim, SLA rescue, reporting, end to end. The training track runs all four months so the “Own” is real.
What transfers outright, free, no strings
The lane universes and maps, the sequences and answer libraries, the guardrails registry, the CRM configuration and routing, the playbook, the reports, the trained team. Sending infrastructure and identities built for you transfer and run on your own accounts thereafter; the only running costs left are third-party services in your own name, listed with numbers before handover so there are no surprises.
- After the engagement: questions, small fixes and small additions to what we delivered are no charge; anything substantial gets a fixed written quote before work starts.
- If you would rather we stay in the background running things, that is available, scoped and quoted in writing first.
- Exclusivity, stated plainly: for the duration of the engagement we take on no other client selling your main bucket lines.
Team & terms
One accountable team, one point of contact. Your side keeps the relationships and the close; the engine feeds them.
Invoiced month by month as we go. If at the end of any month past ramp-up you are not happy, we stop there and you have only paid for the months you have had. No lock-in, no exit clause to negotiate. Said with the honest caveat attached: two of the three lanes are measured in weeks, not days; the existing-book lift takes weeks to show against the baseline, and the inventory lane needs its trial cells and closer training time. That is exactly why the monthly stop-right is worth more to you than a manufactured guarantee, and why targets are set together at week two rather than invented in a document.
- Week one, hard gates: the one-page product and pricing sheet, and the 60-minute guardrails and eligibility session.
- Best effort, defaults if they slip: the database export, Robbie’s spec edit, the funeral and veterinary research, the RHA decision, CRM admin access, a named day-to-day owner.
- The weekly 30-minute read of the one-pagers.
Every figure in this hub is one of three things: yours, said on a call; published universe data with the pull date attached; or an explicitly labeled working read waiting for your correction. Nothing here is a projection. Engine performance, where referenced, is what we have achieved on strong campaigns, never a promise of yours.
One number per lane. Stop any month.
Each lane stands up its own seats, sending estate and AI treatment end to end, and each is priced the same way. Invoiced month by month as we go: if at the end of any month past ramp-up you are not happy, we stop there and you have only paid for the months you have had. No lock-in, no exit clause to negotiate. Lanes are priced as lanes, never per lead.
One lane, run completely: outreach seats, sending infrastructure, the AI brain treatment, routing, reporting, and the humans behind it.
Dialysis plus the existing book: the proven, lowest-risk core, and the spine every lane rides on. $40,000 over the four months.
The foundation plus the excess inventory engine with its VA closer team. $60,000 over the four months, then the whole machine is yours.
One account covers everything
Your number, said on the call: a good-sized dialysis customer spends $1,000,000 a year with you. The entire four-month engagement, all three lanes, is $60,000. One win at even a fraction of that account size carries the whole program, and the lane is specced for twenty-five good leads, not one.
Four percent moves the needle
Your sizing: about 250 lapsed and weak leads. Your account read: $5,000 to $10,000 a year. Reactivate just 10 of the 250, four percent, at the bottom of your own range, and that is $50,000 a year of recurring revenue back on the book, against $20,000 of lane fee across the window. Every sign-up compounds it.
A handful of accounts a month
At the low end of your $5,000 to $10,000 account read and a conservative margin bracket, this lane pays for itself in year-one terms at roughly three to five new recurring accounts a month, and every account is a subscribe-and-save reorderer, not a one-off. Your margin and uncommitted-volume numbers tonight set the real bar, and the math moves with them.
- Everything transfers at month four, free, no strings: universes, libraries, wiring, playbook, trained team.
- Exclusivity: for the duration, no other client selling your main bucket lines.
- After handover: small fixes and questions free; anything substantial quoted in writing first; background running available, scoped and quoted.
Two of the three lanes are measured in weeks, not days: the existing-book lift takes weeks to show against the baseline, and the inventory lane needs its trial cells and VA training time before the reads mean anything. That is exactly why the monthly stop-right is worth more to you than a manufactured guarantee, and why targets are set together at week two rather than invented in a document. The return figures above are arithmetic on your stated numbers and labeled working assumptions, never a forecast.