Step 06 · Protocol · For teams that run it themselves
Protocol. Train your team to run the system.
Isovertic is the growth agency for healthcare, pharma, biotech, medical devices, and life sciences. Protocol is the training offer. We spend one or two days at your office, write the operating instructions for the steps your team will run, and hold a follow-up call at 30 days. The point is a documented way for the people you already pay to work together on the commercial number.
This page is for CEOs, presidents, chief operating officers, VPs of commercial, VPs of marketing, chief medical officers, medical directors, practice administrators, and directors of billing who have capable people in the building already. Your marketing lead should not have to recreate the advertising routine from memory each quarter, and your sales team should not have to guess whether the website supports the claim in the email.
Keep the work in house, with a process
You may already have a marketing person, a sales hire, a compliance officer, and a developer. Good. Protocol does not replace them. It gives them a documented way to work together across Build, Rank, Run, Buy, Book, and Educate. Your team learns what each step is for, what gets produced, who approves it, and what to measure. The runbooks are written in your name so they can be used after we leave.
Who teaches which part
The people who do the work write the instructions and teach the appropriate section, including outside specialists when the subject needs them. Compliance procedures follow the HHS OCR guidance on online tracking technologies and the June 2024 ruling in AHA v. Becerra.
What your team learns
- Build. The website that answers buyer questions and clearly presents proof, pricing, and the next step. Your team gets the rules for reviewing a page before it goes live and the definition of a page that is ready for a chief medical officer or a director of billing.
- Rank. The cadence of published articles, newsletters sent to your list, and social posts. Your team gets a publishing routine and a review process that keeps evidence close to the claim.
- Run. Google Ads managed against qualified meetings and cost per meeting. Your team learns how to review the account and the landing page without judging the work by clicks alone.
- Buy. Streaming television, broadcast, and radio when recognition helps the sale. Your team learns the approval and reporting process, including when it is not worth buying media.
- Book. Outbound that produces qualified meetings on the calendar with written briefs. Your team learns the meeting definition, the handoff to sales, and the follow-up rules.
- Educate. The runbooks, the meeting cadence, and the owner for each part of the system. This is the step that makes the other five stick after we go home.
We do not publish the internal method for deciding what gets built, published, or purchased. Your Protocol day teaches your team how to operate the system without giving competitors a public instruction manual.
Two ways to buy Protocol.
Protocol, one department
$5,000
one time
This version is for one department and up to 15 people. It includes one day at your office, one step taught in depth, the standard runbook library, and one follow-up call at 30 days.
- One day onsite
- One step taught in depth: your pick of Build, Rank, Run, Buy, or Book
- The standard runbook library
- One follow-up call at 30 days
- Travel billed at cost beyond 50 miles of Long Island
Protocol, full team
$20,000
one time
This version is for marketing, sales, and development together, with up to 40 people. It includes two days at your office, one preparation day, an audit of your current process, tools, and CRM before we arrive, all five steps, and a developer track.
- Two days onsite plus one preparation day at your office
- Audit of your current process, tools, and CRM before we arrive
- All five steps, plus a developer track
- Written instructions for the steps your team will run
- Follow-up call at 30 days
- Travel included in the US
Choose the step your team needs most: Build, Rank, Run, Buy, or Book. We tailor the day to the people in the room and the work they actually own. A biotech commercial team might spend the day on Run. A practice group might spend it on Book. A device company preparing for a launch might spend it on Rank.
The goal is not for everyone to do every job. The goal is for each person to know what must be true before the work passes to the next person. This is the version most suited to a healthcare group, biotech, medical device company, or life sciences tools and diagnostics team building out a commercial function under a new VP of commercial or a first head of marketing.
Protocol for current clients. $3,500
Current Isovertic clients can add a Protocol day for their team. It is the same focused training, centered on the step your people are taking over or need to run more consistently.
What Protocol does not do
Protocol does not make a team available for a day they cannot protect. It does not replace a commercial owner who will make decisions, approve claims, or hold the calendar. It does not solve a website that cannot support the pitch without first doing the Build work.
If you need us to run the work, look at the monthly packages. Ground State supports steady publishing at $3,000 per month. Excitation adds Google Ads at $5,000 per month plus advertising spend. Amplification adds outbound and a higher-volume program at $10,000 per month plus advertising spend. Quantum Leap runs the system across multiple brands from $25,000 per month plus spend.
If your existing team already runs the system and it is working, we may be the wrong fit. That is a useful answer too.
A training day with a finish line
Before the day, we identify the people who must attend, the materials that need review, and the decisions the room must make. During the day, the team works from the runbooks and current examples. Afterward, the 30-day call checks whether the process actually made it into the week.
You should leave with more than notes. You should leave with named owners, a calendar, review rules, and a process your team can repeat.
What operators ask first
Yes. Companies on any monthly package can add the one day Protocol for $3,500, since our team already knows your stack. Most use it to train the sales side while we run marketing.
Only if your content makes clinical, safety, or efficacy claims. If it does, we write the review step around a reviewer you name with the appropriate credential. Protocol does not supply one. That responsibility should sit with the organization making the claim.
The one-day format can run as two remote half days. The full-team format is on site because the work includes examining the CRM and the handoffs between real people. Video can explain a process. It cannot show every handoff.
The people who do the work write the instructions and teach the day, including outside specialists when the subject needs them.
Start where you are
If you know which package or Protocol option you want, start on the pricing page with card or bank debit. No call required.
If you would rather talk it through, book a pipeline call and send us your best-converting landing page. In about ten minutes we will tell you what is working, what is not, and whether the fix is the site, the offer, or the follow-up. Sometimes the honest answer is you are already fine, and we are happy to say so and hand you back your afternoon.
The people who teach this.
George Stoff, Founder and Lead Engineer
Full-stack engineer with more than 30 years building the systems companies sell through. He built the method Isovertic runs on and stays on every account as the standards owner and the escalation path. When search algorithms shift or a compliance question comes up, you get his engineering judgment. Day-to-day execution runs on the team he trained.
Kristen Coughlin, Chief Operating Officer
Trained molecular biologist. Ten years selling translational research products, then institutional operations at the Yale School of Medicine. She documented George's method, trained the team on it, and built the operation so the same system runs the same way on every account.