Evolve Health — Comprehensive Business Summary & Brand Blueprint 

1. Founder Overview 

Pete Stevenson (Founder & Lead Navigator): Pete is a stage IV cancer survivor who endured multiple surgeries, rounds of chemotherapy, radiation, and even CAR-T cell therapy. Confronted with life-threatening illness, he found that standard medical care alone wasn’t enough – so he embarked on a holistic, lifestyle driven path in parallel with his oncology treatments. This journey gave Pete “deep literacy” in supportive integrative practices (like nutrition, mindfulness, and acupuncture) and an encyclopedic knowledge of financial and practical aid programs for patients. Grounded in Buddhist practice and formal mindfulness training, Pete learned to meet fear and uncertainty with calm, pragmatic support. His personal survival story and spiritual grounding define Evolve Health’s empathetic approach. 

Mission and Inspiration: Pete’s lived experience of navigating cancer – from battling the disease to battling paperwork – inspired him to found Evolve Health with a simple guiding belief: “People deserve options, resources, and a human beside them.” He often recalls feeling “dropped in the ocean without a life raft” during diagnosis, and resolved that “no one should have to face cancer under‑resourced or alone.” This survivor-led ethos is the backbone of Evolve Health’s mission: to ensure others have the map and support that Pete wished he’d had. As founder and lead coach/navigator, Pete brings a steady, punchy, judgment free style that keeps plans realistic and actionable. He serves as a guide rather than hero – empowering clients to lead their journey with support. Under Pete’s leadership, Evolve Health operates with deep empathy, authenticity, and a focus on restoring agency to those facing cancer. 

2. Business Model Overview 

Evolve Health’s business model centers on survivor-led coaching paired with practical advocacy services. The company offers four core product/service lines, all aimed at guiding patients from confusion to clarity and connecting them with crucial support: 

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Disability Benefits Application Services: Assistance with Social Security Disability (SSDI/SSI) and 

related benefits applications, including gathering medical evidence, completing paperwork, and coordinating with attorneys or advocates. Evolve handles eligibility screening, document assembly, and submission of claims or appeals, acting as the client’s advocate in partnership with specialized firms. This is the primary revenue driver for Evolve – by helping clients secure disability benefits, Evolve often works through referral partnerships (for example, with Citizens Disability or disability law firms) that provide commission or fee-sharing. These disability advocacy partnerships not only generate income but also fulfill Evolve’s mission by securing financial stability for clients. 

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Integrative Care Planning: Developing personalized integrative care roadmaps that complement oncology treatment with evidence-informed wellness strategies. This includes educating clients on 

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nutrition, exercise, sleep, and mind-body practices to bolster their health, and referring them to vetted integrative medicine practitioners or therapists as needed. Evolve bridges conventional and complementary care by outlining safe, “both/and” options (e.g. using mindfulness for anxiety or acupuncture for pain alongside chemo) and equipping clients with scripts to discuss these with their medical team. Integrative Care Planning is delivered through one-on-one coaching sessions that map out holistic care plans aligned with each client’s values and medical context. 

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Resource Navigation: Hands-on navigation of financial and practical resources beyond the hospital. Evolve identifies every form of aid a patient might qualify for – from co-pay assistance foundations 

and medication subsidies to travel/lodging programs, meal services, utility grants, and local nonprofits. The team finds eligibility, assembles required documents, and submits applications on the client’s behalf. They also arrange practical support services (rides to treatment, cleaning help, childcare, etc.) and connect clients to free legal aid or counseling as needed. In essence, Evolve serves as a “resource concierge,” doing the legwork to get support flowing. While this service itself is often bundled into coaching, it strongly supports Evolve’s value proposition. (Notably, many resource navigation efforts lead into disability benefit assistance, reinforcing that as a revenue center.) 

Emotional Support & Stress Management: Coaching and tools to help clients manage the •  

emotional toll of cancer. This includes mindfulness mentoring, breathing exercises, guided imagery, and other nervous-system regulation techniques tailored to treatment milestones. Pete and the team provide practical strategies for high-stress moments – e.g. “scanxiety” before a CT scan or coping during infusion week – and short, doable mind-body practices matched to the client’s energy level. By integrating emotional support into its services, Evolve addresses the often overwhelming fear, anger, or grief that patients (and caregivers) experience. This offering may be delivered via dedicated stress-management coaching sessions, drop-in mindfulness classes, or through digital content like guided audio exercises. 

While Evolve Health’s value proposition spans all four product lines, the primary revenue engine is the Disability Benefits service (and its associated referral partnerships). Helping clients obtain disability income (or other financial aid) not only changes lives but also creates a sustainable business: Evolve often partners with firms like Citizens Disability, Brown & Brown’s advocacy unit, or Parmele Law to handle the legal aspects of claims. In return for qualified referrals and upfront application prep work, Evolve earns referral fees or shares in case proceeds. This revenue stream is supplemented by coaching fees from clients who purchase integrative planning or navigation packages, and potential future licensing revenue from Evolve’s digital tools (see Section 11). Overall, the business model is a blend of B2C services (paid coaching/navigations) and B2B partnerships that monetize Evolve’s expertise in the disability/benefits domain. 

3. Target Audience Deep Dive 

Evolve Health serves two broad audiences – (1) individuals facing cancer (patients & caregivers), and (2) professional referral partners – with messaging tailored to each. To truly understand these audiences, Evolve uses detailed personas and considers the journey stage each person is in, along with their emotional drivers. 

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Primary Audience – Patients & Caregivers: These are adults (typically age 25–75) who are grappling with a cancer diagnosis (or caring for someone who is). Within this group, we recognize common personas and scenarios: 

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“Lina” – The Newly Diagnosed Patient: Lina (comparable to the persona nicknamed “Overwhelmed Olivia”) is, say, a 45-year-old woman recently diagnosed with cancer while juggling a job and family. She feels shell-shocked and inundated with information – a stack of new patient booklets, appointments to schedule, insurance forms, and advice coming from all directions. Lina is terrified of missing something important and feels paralyzed by the fear of “doing it wrong.” Her mind races with questions: “Am I pursuing the best treatment? What about work and bills? Where do I even start?” Emotionally, she’s overwhelmed and scared. Lina craves clarity, stability, and guidance – someone to help map out her next steps so she can regain a sense of control.  

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“Compassionate Carol” – The Caregiver: Carol is a devoted caregiver, perhaps a spouse or adult daughter caring for a cancer patient. She is empathetic and tireless, but also exhausted and secretly near burnout. Carol often feels guilt – guilt that she sometimes gets frustrated, guilt if she focuses on her own needs, and guilt that maybe she isn’t doing enough. She’s overwhelmed managing medications, meals, and morale for her loved one, all while possibly holding a job or other family duties. Carol desperately needs guidance on resources (like respite care, financial help) and emotional support for herself. Her driving emotions are love mixed with fear and fatigue: fear of her loved one’s suffering and a fatigue that she tries hard to hide. She’s looking for validation that it’s okay to seek help and practical tips to lighten the load (e.g., grants for caregivers, counseling, or home assistance). 

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“Therapist Tom” – The Referral Partner (Mental Health Professional): Tom is a licensed counselor with a few clients undergoing cancer treatment. He cares deeply about his patients’ well-being beyond just therapy issues. In sessions, however, he’s finding that cancer-related logistics (insurance denials, scheduling infusions, anxiety about treatment) are consuming time. Tom feels helpless and overextended – he wants to support these clients but worries about “scope creep.” It’s not his role to manage practicalities like disability forms or find transportation, yet he hates seeing patients struggle with those unmet needs. Internally, Tom’s driver is a sense of responsibility and relief: responsibility to ensure his client is okay in all dimensions, and a longing for relief in knowing someone reliable can handle the non-clinical support. He seeks a trustworthy partner (like Evolve) so he can confidently refer patients, secure in the knowledge that they’ll get comprehensive help without him stepping outside his therapeutic role. 

Segmentation by Cancer Journey Stage: Beyond personas, Evolve Health considers where each patient is in their cancer journey, as needs and mindsets evolve over time: 

“Shock & Shuffle” (Days 1–30 post-diagnosis): Characterized by shock, denial, and frantic 

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information-gathering. Patients in this stage feel frozen and forgetful. They’re shuttling to tests and consults, often in a daze. Emotion: high anxiety and fear of the unknown. They need immediate grounding, basic orientation (what to do right now), and assurance they’re not missing urgent steps. 

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“Treatment Juggler” (Months 1–6 of active treatment): Patients balancing treatment with daily life. Fatigue has set in; they might be working or taking care of kids while undergoing chemo or radiation. This stage is about logistical overwhelm – arranging rides, asking for medical leave, 

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paying bills on reduced income. Emotions: stress, exhaustion, sometimes pride mixed with frustration as they try to maintain “normal life.” Key needs: help coordinating practical support (transportation, disability leave, housekeeping) and managing energy. 

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“Financially Cornered” (any stage where finances become critical): A situation Evolve sees often is the point at which a family’s finances hit a breaking point. This isn’t a time-bound stage so much as a crisis state – the patient (or caregiver) realizes the “financial toxicity” of cancer has become dire. Savings are gone, bills are piling up, and tough choices loom (medications vs. rent). Emotions: panic, guilt (patients may feel guilty for the economic strain on their family), and even shame. They urgently need financial relief: disability income, grants, fundraising, or payment plans. Evolve’s services often engage intensely here – doing an “emergency triage” of financial aid programs to keep the patient afloat. 

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“Survivorship Transition” (post-treatment, entering survivorship): After active treatment ends, patients often feel unmoored. There’s relief but also anxiety about the future. Energy is low; medical bills and paperwork may have accumulated. They could be figuring out returning to work or dealing with lasting side effects. Emotions: a paradox of gratitude and guilt, or hope and anxiety. They might ask, “How do I get back to ‘normal’? And what if the cancer comes back?” Key needs: follow-up on things delayed during treatment (e.g., applying for financial aid to cover debts, organizing medical records, setting up a long-term health maintenance plan), and emotional support for re-entering life after cancer. Evolve helps by providing a post-treatment game plan and connecting them with survivor support resources. 

Emotional & Psychological Drivers: Across these personas and stages, several core emotions consistently drive our audience’s behavior and needs: 

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Fear and Uncertainty: Fear of the illness itself, but also fear of missing something critical. Patients 

often say, “I’m scared I might be overlooking a resource or option that could help me”. This anxiety of the unknown propels them to seek guidance. Therapists fear their clients might fall through the cracks. Caregivers fear failing their loved one. 

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Overwhelm and Confusion: The complexity of the medical system and sheer volume of “stuff” to manage leads to overload. Decision fatigue sets in; patients feel paralyzed by too many choices or chaotic information. Many describe feeling like things are “spinning out of control.” They need clarity and organization – a way to turn chaos into an actionable plan. 

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Guilt and Self-Blame: Caregivers often carry guilt (for feeling tired or needing a break, as if they’re not allowed to). Patients might feel guilt for being a “burden” on family or coworkers. Even referral partners feel a form of guilt or inadequacy when they can’t solve non-clinical problems for their patients. Addressing guilt means providing validation – reassuring them that needing help is normal and that they’re not failing. 

Financial Stress (Financial Toxicity): Money concerns are a huge psychological stressor. The •  

looming question of “How will we afford this?” underpins a lot of anxiety. Financial stress can cause shame or avoidance (people might delay asking for help). By acknowledging this elephant in the room and offering concrete relief (through disability benefits, grants, etc.), Evolve builds trust. A 

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major emotional hook in our messaging is relief from financial panic – letting people know there are avenues to get support, and they don’t have to lose everything to cancer. 

By understanding who Lina, Carol, and Tom are – and what they feel at each stage – Evolve Health crafts its services and communications to meet them where they are. For Lina and Carol, the tone is warm and empowering: “You’re not alone, and it’s okay to ask for help.” For Tom (the clinician), the tone is collegial and reassuring: “We’ve got your client’s back, and will keep you in the loop.” Every message resonates with the target persona’s inner dialogue, whether that’s validating a patient’s fear (“It’s normal to feel overwhelmed – there’s a lot coming at you”) or a caregiver’s plight (“You care for them; who’s caring for you? Let us help.”). This deep audience insight ensures Evolve’s solutions truly hit home on a personal level. 

4. Brand Positioning and Voice 

Evolve Health’s brand is positioned as a survivor-led guide that is empowering, hands-on, and hopeful (without the hype). The branding is carefully crafted to convey trust, clarity, and humanity in what can be an overwhelming healthcare landscape. 

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Core Promise – “Map → Activate → Support”: This three-word promise encapsulates what Evolve delivers at every step. Map: We help clients clarify the big picture – mapping out options and resources so they can see the road ahead. Activate: We line up financial aid and practical services (we activate the supports that make the plan real). Support: We provide ongoing guidance and coaching, walking alongside the client through the journey. In short, Evolve “clarifies the picture, lines up funding and services, and walks with clients so they can focus on healing.” This core promise appears in our messaging from taglines to consultations, consistently reinforcing what makes us different (many others might map options, but we activate them and stay for support). 

Brand Essence & Values: The essence of Evolve Health can be distilled into six values: Agency, 

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Empowerment, Confidence, Ease, Hope, Resilience. These values define the feeling we want our 

brand to evoke. We give clients agency by equipping them to make informed choices, restoring a sense of control. We foster empowerment and confidence through education and by scoring tangible wins (like getting a grant approved). We bring ease by simplifying complex processes and using plain language (no medical jargon that adds stress). We instill hope – not false hope, but grounded optimism – by highlighting possibilities and sharing survivor-led encouragement. And we cultivate resilience, modeling how to bend without breaking, using Pete’s own resilient journey as inspiration. Every touchpoint with Evolve should reflect these values in action (for example, our guides and checklists build clarity and confidence, our coaching style emphasizes hope without hype). 

Differentiators (Positioning in the Market): Evolve Health positions itself distinctly through a •  

combination of qualities that are hard to find in one place: 

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Survivor-led Empathy and Credibility: Clients immediately sense that Evolve “gets it” on a personal level – Pete’s survivor story and the peer-like approach build trust fast. We’re not just professionals; we’ve  walked the walk. This lived experience credibility is rare and resonates with both patients and clinicians. 

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Hands-On Activation (Not Just Lists): Unlike some organizations that may hand out pamphlets or refer people to websites, Evolve actually does the work for the client. We don’t stop at telling someone 

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about a resource – we help fill out the forms, make the calls, arrange the ride. This “done-with-you/ done-for-you” model is a key differentiator. It turns overwhelm into relief because the client feels tangible progress, not just information. 

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Evidence-Informed Integrative Literacy: We bring a balanced, scholarly approach to integrative care. Our guidance on nutrition, supplements, meditation, etc., is backed by evidence and aligned with oncology guidelines. We also communicate these options with safety-first language (“always discuss with your oncologist”). This positions us as neither “alternative cure” peddlers nor purely clinical – but uniquely both/and. 

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Clinician-Friendly, Consent-Based Communication: From day one, Evolve set out to be a partner to healthcare providers, not a rogue actor. We obtain written client consent before updating any provider, share only necessary information, and respect boundaries. Our referral workflow (see Section 9) is designed to make therapists and doctors feel relief, not risk, when Evolve enters the picture. We speak their language and operate ethically within scope, which sets us apart from generic patient advocates. 

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Practical Systems that Turn Overwhelm into Action: Evolve uses simple, effective tools (from checklists to project trackers) to convert a client’s chaos into an organized plan. This systematized approach (like our 4-step process and templated resource maps) is a branding point – we’re seen as methodical and reliable. Clients often come to us drowning in details; we pride ourselves on swiftly triaging and prioritizing their to-dos, so they feel lighter after the first session. 

Brand Personality: Evolve Health’s personality is survivor-led, punchy, grounded, and •  

empathetic. In voice, we are confident yet calm, instilling reassurance. We’re grounded and human – professional but never cold. Empathy is paramount; we validate feelings and never judge. Our style has a bit of punch – meaning we communicate concisely and candidly (no sugar-coating reality, no fluff), often with a tone of “hope without hype.” We aren’t afraid to use a light touch of humor or ironic levity to defuse heavy situations – for example, using a friendly, slightly irreverent tone in illustrations or copy to make a scary topic feel more approachable. This balance of warmth and spunk comes from Pete’s personality and resonates with clients who often say they appreciate a guide who is hopeful but honest. 

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Visual Identity: Visually, Evolve Health leans into a light, approachable feel. We avoid overly clinical or dark imagery. Instead, the brand often uses cartoon-style illustrations and icons that simplify complex topics (imagine a friendly map or compass icon to represent “navigation”). The color palette is calming and optimistic (for instance, blues/teals for trust and growth, with bright accents for hope). The use of ironic levity carries into visuals as well – for example, an illustration of a tangled ball of yarn labeled “insurance paperwork” being unraveled by a helpful guide character. This style disarms the heaviness of cancer, signaling to clients that “Yes, this is serious, but together we can make it manageable (maybe even a little less grim).” Overall, the visual branding supports our voice: light, clear, and human. It’s memorable in a space where many nonprofits and medical orgs use either very sterile or very sentimental imagery – we strike a different chord by being approachable and even a touch playful (without undermining the seriousness, a delicate balance). 

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Voice & Tone Guidelines: We maintain a consistent voice across all content – from ads and social media to one-on-one emails. Our voice is confident, calm, and grounded, and our tone is warm, non judgmental, and clear. We speak plain language (aiming for ~8th-grade reading level) and avoid medical jargon or legalese whenever possible. Importantly, we avoid absolutist claims or “miracle” language – you’ll never see us promise a cure or use fear-mongering. Instead, we focus on 

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empowerment and relief: e.g., saying “We’ll map out options together so you feel supported and confident,” rather than “Guaranteeing results!”. Some preferred words that frequently appear in our copy include “map,” “activate,” “clarity,” “steady,” “relief,” “options,” “supported,” “both/and”. These words reinforce our brand promise and values. On the flip side, we avoid words that are overly clinical (like “patient will comply with regimen”), disempowering (“victim” of cancer), or alarmist (“desperate,” “hopeless”). We also steer clear of implying any blame (never saying someone “failed” treatment or didn’t do enough). The overall effect is a voice that instills trust and hope – when someone reads our website or ad, they should feel a bit of weight lift off their shoulders, confident that Evolve Health speaks with them, not at them. 

In summary, our brand positioning is that of the trusted guide in a chaotic cancer world. We occupy a unique niche at the intersection of medical navigation, integrative wellness, and human-centered coaching. The voice and visuals of Evolve Health consistently reinforce that we are knowledgeable but relatable, expert but empathetic – the guide who has been down this road and will light the path for those behind. 

5. Marketing & Advertising Strategy 

Evolve Health’s marketing strategy centers on meeting patients and caregivers where they are emotionally, guiding them from awareness to action through a structured funnel. We leverage primarily digital channels (with a focus on Meta/Facebook) using empathetic storytelling and valuable content (lead magnets) to build trust and generate leads. Below is the overview of our funnel and tactics: 

Meta Ads Funnel Structure: We employ a multi-stage funnel on platforms like Facebook/Instagram to attract and nurture our audience: - Top-of-Funnel (TOFU) – Emotional Awareness Ads: At the very top, we run broad-reaching ads that focus on emotional hooks and storytelling, rather than selling services outright. These creatives often tap into the feelings and pain points of our target personas – for example, a short video or carousel addressing “Overwhelmed by cancer costs? You’re not alone,” or a graphic that says “Supporting a loved one with cancer? It’s okay to need support too.” The goal here is to trigger recognition (“That’s me!”) and offer hope/validation. We ensure these ads comply with sensitive category rules (speaking generally, not personalizing to the viewer’s health). The tone is empathetic and the imagery might show a relatable scenario (like a cartoon of a patient juggling bills and appointments) to grab attention through resonance. We measure success here in engagement (likes, shares, comments) – indications that the content struck a chord with the right people. - Mid-Funnel – Lead Magnet Engagement: The next step invites those who engaged to receive something of value – our lead magnets. Each ad typically offers a free resource or tool: “Download our Cancer Support Navigator eBook,” “Take a 5-Minute Benefits Eligibility Quiz,” or “Try our Patient Resource App (beta) to see what aid you qualify for.” These lead magnets are designed both to provide immediate help and to capture the user’s contact information for follow-up. For example, one successful magnet is the “Cancer Support Navigator” eBook – a comprehensive guide mapping out financial and practical resources (this appeals to those experiencing financial toxicity or just needing an organizing roadmap). Another magnet is an interactive Eligibility Quiz, which in a few quick questions (e.g., about work status and health condition) tells someone if they might qualify for disability benefits or other assistance – delivering instant value via an email report. Our Patient Resource App (see Section 11) also serves as a lead magnet: people input some info and receive a personalized resource report, which doubles as a teaser for our coaching services. Mid-funnel ads therefore often have messaging like “Get your free cancer resource map – take our quiz now” or “Download the 1st 14 Days After Diagnosis checklist.” The call-to action is to click and sign up for the free resource. - Bottom-of-Funnel (BOFU) – Nurture & Consultation CTA: Once a lead magnet is downloaded or a quiz taken, the prospect enters an email nurture series 

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(detailed in Section 6). We also might retarget these warm leads with ads that invite a deeper engagement, such as “Book a Free 1:1 Mapping Session” or “Schedule your Free Consultation Call.” These BOFU ads assume the person knows who we are (they got our emails or content) and thus can be more direct. For instance, an ad might feature a testimonial quote (e.g., “Evolve Health helped me get $15,000 in grants and finally feel in control of my care.”) and a call-to-action to schedule a call. The structure is gently moving them from passive content consumption to an active step of reaching out for a personalized service. 

Emotional Hooks & Themes: Throughout the funnel, we test and iterate on a few core emotional themes that resonate with our audience’s pain points: - Financial Overwhelm: Ads that highlight the stress of mounting bills and lost income often get strong responses. Example hook: “Cancer is expensive – here’s how to find hidden funds to ease the burden.” We use statistics or questions in these creatives (without being too blunt) like “Did you know 1 in 3 cancer patients struggle to afford care?” followed by “It doesn’t have to be this way.” The emotion evoked is empathy and relief – we want them to think, “Finally, someone who understands my financial panic and has answers”. - Trust-Building (Survivor Credibility): Another theme focuses on trust, introducing Pete’s story or Evolve’s survivor-led nature. Hook example: “From Stage IV to Starting Evolve: Pete’s story” or “Built by a cancer survivor to guide you through.” These ads build credibility and rapport. They often lead to content like a blog or short video where Pete shares a bit of his journey and invites others to get support. The emotional message is “I’ve been where you are, and I can help you navigate out of it.” - Validation & Understanding: Some creatives simply validate how the audience feels – a powerful way to get a nod from scrollers. For instance, an image with bold text: “Overwhelmed. Scared. And feeling guilty for it – sound familiar?” with copy that says “It’s normal to feel this way. That’s why Evolve Health exists – to lighten the load and guide you step by step.” These ads tap into feelings of guilt or isolation and immediately offer a sense of community and understanding. The engagement (people commenting “Yes! This!”) shows us we’ve struck the right chord. - Clarity & Hope: Another angle is offering clarity in chaos. For example: “Too many cancer ‘tips’ and no clear plan? Download the one-page roadmap we wish we had.” This appeals to the desire for simplicity and clear next actions. The emotional payoff promised is relief – the ad copy might say, “Take a deep breath. We’ve organized the first 14 days into a checklist so you won’t miss a thing.” Hope is woven in by assuring them that there is a path forward even if it all seems messy now. 

Ad Creative Testing (A/B/C): We run A/B (even A/B/C) tests on ad creatives to determine which emotional theme and format resonates best. For example, we might test: - Ad A (Financial focus): A carousel ad featuring icons of bills, transportation, medications with text “Grants for Gas and Groceries? They exist. [Learn How]”. - Ad B (Emotional support focus): A video ad with a caregiver speaking about burnout and how they found support, text overlay “You care for others. We help care for you.” - Ad C (Survivor credibility focus): A single image ad with Pete’s photo (or a tasteful illustration of a guide figure) and quote “I started Evolve Health so you won’t go through what I did alone.” We monitor click-through rates, cost per lead, and comments to see which theme pulls best. Often, we find one theme outperforms others in a given quarter, and we’ll iterate variations of that. However, because the cancer journey has many facets, we maintain a mix of creatives – someone who isn’t in financial dire straits might respond more to an emotional validation ad, whereas someone drowning in bills will click the financial aid ad. Continuous testing ensures we refine messaging without losing the breadth of our story. 

Role of Lead Magnets: As mentioned, lead magnets are central to our strategy. They serve both as a goodwill gesture (building reciprocity and trust) and as a way to qualify and tag leads by interest. Key lead magnets and their roles: - Cancer Support Navigator eBook: This comprehensive guide (also called the “Cancer Resource Field Guide”) is often offered in TOFU ads and on our website. It’s packed with chapters on 

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types of financial aid, government benefits, support services, etc., essentially a distilled version of Pete’s knowledge base. By downloading it, users get immediate value and see Evolve’s expertise. It quietly establishes us as an authority. On the backend, we tag these leads as “Resource_Interest” and know they might be earlier in the journey or very info-seeking. - 5-Minute Eligibility Check (Quiz): This interactive web quiz asks a few simple questions (age, work status, diagnosis stage, etc.) and then outputs a quick assessment like “You may be eligible for Social Security Disability. Here’s what to do next.” It also captures their email to send detailed results. This magnet attracts those who suspect they need financial help or are considering disability but are unsure of the process. When someone completes it, we know they have a likely immediate need (high intent for disability services), so we tag them accordingly and fast-track them to a consult offer. This magnet directly feeds the primary revenue stream. - Patient Resource App (AI powered Report): Our web-based app (see Section 11) acts as a magnet by providing a personalized resource report. Users input their zip code, cancer type, basic financial situation, etc., and the app generates a custom list of, say, 20 support programs they might qualify for – all in a nicely formatted PDF. To get the report, they provide an email (and consent to follow-up). This is gold for us: not only does the user get instant, tailored help (massive trust builder), but we also gather data on what they need (e.g., if many of their matched resources are financial vs. emotional, etc.). We can then segment our follow-up: someone whose report was heavy on “financial aid” may get different emails than someone whose report focused on “peer support” resources. The app magnet thus serves lead nurturing and also showcases our unique tech approach (differentiating us from purely human services). - Webinars and Mini-Courses: Though not explicitly mentioned in the prompt, it’s worth noting we occasionally use free webinars (like a “Cancer Financial 101” live session) or a short email mini-course (e.g., a 5-day “Integrative Care 101” email series) as transitional calls-to-action. These function similarly to magnets by offering value first. For instance, a Meta ad might invite caregivers to a 1-hour webinar on “Top 5 Resources Every Cancer Caregiver Should Know” – which then leads to sign-ups and, ultimately, consult bookings after the webinar. 

Meta Ads Funnel in Practice: To illustrate, here’s how a user might flow through: 1. They see a Facebook ad with a heartfelt message – “When I was diagnosed, I felt completely lost. If you feel that way, check out these resources that helped me…” – and download the eBook. 2. They read some of the eBook and feel relief that help exists. Over the next week, they see a retargeting ad: “Feeling overwhelmed? Take our 5-minute quiz to see what support you can get.” They take the eligibility quiz. 3. Results say they likely qualify for SSI. They start getting a tailored email sequence (see next section) that provides tips on disability applications and invites them to a free consult. 4. They also see a testimonial ad on Instagram from a smiling survivor: “Thanks to Evolve, I got my benefits and so much stress off my shoulders. – Jane D.” This social proof nudges them further. 5. Finally, they click an email or ad CTA to schedule a consultation. By now, the ads and content have addressed their fears, proven our value, and made the next step clear and low-friction. 

Throughout this funnel, A/B testing helps optimize each stage’s content. For example, if we notice the eBook ad gets lots of downloads but few quizzes taken after, we might test an alternative approach, like directly offering the quiz in the initial ad for some users. If the “financial stress” ad variant yields cheaper leads than the “integrative care” variant, we’ll allocate more budget to the former, while perhaps tweaking the latter’s messaging. 

In all advertising, the key is empathy first, value second, and call-to-action third. We aim to first stop the scroll with a resonant emotional message, then give something helpful, and only then invite them to talk to us. This patient, trust-centric marketing reflects Evolve’s ethos and has proven effective in attracting an audience that actually engages and converts (rather than just clicking and forgetting). It’s about guiding them gently from “I’ve never heard of you” to “I can’t imagine having gone through this without you.” 

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6. Content Strategy & Email Funnels 

Once a lead enters our world (usually via a lead magnet or referral), Evolve Health nurtures them through carefully crafted content and email sequences. The goal is to educate, build trust, and ultimately prompt them to take action (whether that’s booking a consultation or making a referral) – all while maintaining a warm, empathetic tone. Our content strategy spans blogs, guides, and social posts, but here we’ll focus on email funnels and sequences, as they are the backbone of our lead nurturing. 

Overall Approach: Every Evolve email or piece of content follows a proven structure: Empathy → Clarity 

→ Plan → Invitation. We start with empathy – acknowledging the reader’s situation or feelings. Then we provide clarity, perhaps busting a myth or answering a pressing question. Next, we outline a plan or solution (often referencing our Talk → Map → Activate → Support process). Finally, we include an invitation (a call-to-action) to take a next step, framed as a helpful offering, not a hard sell. This structure ensures that even our promotional content feels supportive and actionable. 

Segmentation & Persona-based Sequences: We don’t send the same generic emails to everyone. Our ActiveCampaign CRM uses tagging and segmentation so that subscribers enter the sequence that best matches their persona or indicated interests. Key email sequences include: 

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High-Intent Leads Sequence: These are folks who have shown strong intent – e.g. they took the 

eligibility quiz or directly requested a consult. This sequence is relatively short and to the point, aimed at getting them on a call or enrolled quickly (because we know they likely have an urgent need). Tone: Urgent yet reassuring. Structure: The first email typically thanks them for the quiz and immediately offers a quick win (like “Here’s one thing you can do today to get started on your benefits application”). The second email might address common questions or concerns (“Worried about paperwork? Here’s how we handle that for you”). By the third email (within, say, 7-10 days), the CTA is strong: “Let’s talk one-on-one – schedule your free mapping session now.” Because these leads are high intent, we sometimes also have our team manually follow up (a personal text or call) in parallel, but the emails ensure we cover all bases. The sequence is maybe 3-5 emails over 2 weeks – enough to prompt action while their interest is hot, without overwhelming them. 

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Emotional Resilience & Mindset Sequence: This is a more nurturing, long-term sequence designed 

for leads who downloaded something like the mindfulness guide or who indicated stress as a major issue. It runs over a couple of months, spacing emails out perhaps weekly or biweekly. Content: Each email addresses an aspect of emotional well-being during cancer. For example: Email 1 might share a short guided breathing exercise and a personal story about how Pete coped with scanxiety. Email 2 could be titled “It’s okay to not be okay” and talk about dealing with guilt or anger, offering tips from our coach. Email 3: “Finding moments of calm: quick exercises you can do even on chemo days.” We incorporate small calls-to-action that are soft, like inviting them to a free virtual meditation session or offering the “Mindfulness on Treatment Days” PDF. Only later in the sequence might we invite them to a consultation, phrased as “If you’d like to work one-on-one on a stress management plan, we’re here – feel free to book a session.” Tone: Very nurturing and non-pressuring. The idea is to build a relationship and demonstrate our supportive expertise. 

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Integrative Care Education Sequence: Aimed at those who expressed interest in holistic health or downloaded integrative content (e.g., our “Both/And Integrative Options” guide). Content: These emails share insights about complementary therapies and how to integrate them safely. We might 

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have an email like “Top 3 Evidence-Backed Therapies for Chemo Side Effects” (talking about things like acupuncture for neuropathy, ginger for nausea – citing credible sources). Another email could be “Building Your ‘Both/And’ Care Plan” which outlines how an integrative planning session with Evolve works (without outright selling it, just describing the process and its benefits). Over the sequence, we weave in proof points – e.g., a mini success story: “Meet Sarah, who used our integrative roadmap to manage fatigue and anxiety during treatment.” CTA: invites to consult or to check out our Resource App’s integrative providers feature. This sequence educates first, because we know those interested in integrative care value information and a thoughtful approach (and might be a bit skeptical if they think someone is pushing snake oil – so we’re careful to be evidence-based). It also reassures them that we coordinate with their doctors (addressing a big internal objection about safety). 

Caregivers Sequence: We have a dedicated funnel for caregivers who subscribe (often via a 

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caregiver-specific lead magnet like a “Caregiver Survival Kit” checklist or perhaps by self-identifying in a quiz). This sequence is longer-term (since caregivers often have ongoing needs) and very empathy-heavy. The first email might be simply a thank you to the caregiver – acknowledging their role and sacrifices: “We see you. You’re doing one of the toughest jobs, and you are not alone.” Then we immediately provide a useful resource, such as “Top 5 Financial Assistance Programs for Caregivers” – this addresses the common scenario where caregivers cut work hours or incur costs themselves. Subsequent emails cover topics like self-care tips (without being tone-deaf; we know telling a caregiver “take care of yourself” can ring hollow, so we frame it as small, realistic suggestions), how to build a support network, and how Evolve can help their loved one (and thereby help them). We might introduce the concept that by engaging Evolve, the caregiver can offload some of the logistical burden and focus on just being present. One email, for instance, might be titled “When Caring Feels Overwhelming, Create a ‘Care Map’” – introducing our mapping session but through the lens of alleviating caregiver overwhelm. Tone: Very compassionate, acknowledging feelings of burnout and guilt explicitly. We include lines like “It’s not selfish to seek help – it’s sustainable.” The CTA in these emails could be to download the Cancer Support eBook for their loved one or to schedule a consult “for your family.” We also highlight any caregiver-specific offerings (like if we have a partnership that provides respite grants, etc., as seen in our content about caregiver funds). 

In addition to these targeted sequences, we maintain a general newsletter that goes out to all subscribers monthly. This isn’t a funnel per se, but it helps keep our audience warm. It includes a mix of content: a quick personal note from Pete or a quote of inspiration, a highlight of a new resource (“This month’s resource spotlight: Free flight programs for treatment travel”), a client story or testimonial snippet, and maybe upcoming events (webinar dates, etc.). The newsletter reminds people of our presence and often prompts dormant leads to re-engage (“Oh right, I meant to call them!”). 

Email Tone & Style: All our emails, regardless of audience, maintain that Evolve voice described earlier – confident and warm. We write like a human talking to a friend. We even use first person (“I” as Pete’s voice, when appropriate, especially in B2C nurture) to strengthen the personal connection. For patients and caregivers, the tone is empathetic and encouraging, with a focus on “you” (their story, their needs) more than “we.” For clinicians (in B2B sequences), the tone is a bit more formal and concise out of respect for their time, but still collegial and appreciative. 

We also adhere to a few structural best practices: - Subject lines that resonate emotionally or offer clear value. E.g., subject for an early-stage patient: “You’re not alone – a roadmap for the next 2 weeks”; for a 

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therapist: “Support for your clients (without extra work for you)”. - Short paragraphs and bullet lists inside emails (much like this document!) to make them easy to skim. People dealing with crisis don’t read walls of text. We aim for 3-4 sentences per paragraph max, and often use bullet points for tips or steps. - Storytelling and examples: We frequently incorporate a two- or three-sentence story in emails – “I was in a waiting room when… [brief anecdote]” or “One of our clients, a single mom named J., felt the same overwhelm…” – to illustrate a point. Stories are memorable and make the advice more relatable. - Visual elements sparingly: Sometimes we include a friendly graphic or even a simple chart if it adds value (for example, a tiny diagram of our 4-step process or an icon beside each resource in a list). But we keep emails mostly text for deliverability and personal feel. 

B2B (Professional) Emails: It’s worth noting our referral partner funnel via email is tailored differently (more on partnerships in Section 9). Therapists or oncology social workers who join our list (perhaps after a Lunch & Learn or via our clinician guide download) get a sequence that speaks to their perspective. It might start with an intro from Pete like, “Thank you for the work you do – as a survivor, I can say my therapist was a lifeline. I’d love to help you extend that circle of care for your clients.” Then we outline how our service works with them, not around them (emphasizing our consent-based updates, etc.). We provide a case study of how a hypothetical referral worked (to ease their mind about the process). The CTA might be to schedule a brief “fit call” with Pete to discuss collaborating. We use more clinical language where appropriate (e.g., referencing scope of practice, saying “behavioral health” instead of “therapy” sometimes) to align with their professional lens. But we still keep the tone friendly and not too formal. 

Automation & Personalization: All these sequences are automated in ActiveCampaign, but we’ve set up conditions so that if someone takes an action, they don’t keep getting irrelevant emails. For instance, if a person in the high-intent sequence books a consultation on Email 2, the system will pull them out of the sequence (no need to keep nudging). Or if a caregiver ends up calling us and perhaps the patient becomes a client, we might move that caregiver to a client newsletter list instead of generic nurture. We also personalize emails with merge fields (like addressing by first name, and sometimes tailoring a line or two based on their indicated cancer type or role). 

Tone Example (Patient Email): To illustrate how we combine all this, here’s a rough excerpt of an email that might appear early in a patient sequence: 

Subject: It’s a lot, isn’t it? 

Hi {{FirstName}}, 

I’m Pete, the founder of Evolve Health. First, I want to say this: You’re not alone in feeling overwhelmed. When I was diagnosed, I remember staring at a pile of bills and pamphlets and thinking, “How on earth do I make sense of this?” . It’s a lot for one person – and that’s exactly why I started Evolve. 

Take a Breath – Let’s Map It Out: In the next week, I’ll be sending you a few simple tips that helped me go from chaos to a clear plan. Today, let’s start small. Here are 2 things you can do right now to get a handle on things: 

– Write down your top 3 worries. (Money? Kids? Side effects?) Just getting them on paper can bring a bit of relief and it helps us focus on what to tackle first. 

– Download the attached “First 14 Days” checklist. It’s a simple step-by-step of what to do after a diagnosis – from scheduling a second-opinion consult to finding out about support programs. You’ll find item #5 especially useful if bills are a concern. 

You don’t have to do this alone. In the next email, I’ll share how to get financial help (there’s 12

more out there than you’d think, from travel grants to co-pay aid). Stay tuned – hope is on the way. 

– Pete 

Founder & Stage IV Survivor 

P.S. When you’re ready, remember we offer a free 30-minute call to personally help map out your situation. If you’re feeling lost, you can [grab a spot here]. We’ll talk through those worries and make a plan together. 

This hypothetical email showcases the structure: Empathize (he validates being overwhelmed), Clarify (it’s normal, and identifies the problem), Plan (two concrete actions, with a resource attached), Invite (PS with a CTA to a free call). It also uses Pete’s voice and personal story to build trust. Similar techniques are applied across our sequences, whether we’re talking to a caregiver about grants or a therapist about referrals. 

Ultimately, our content strategy and email funnels aim to educate and inspire action in a way that feels like genuine support, not marketing. The consistent feedback we get is that people “feel heard” by our content. By the time they reach out for a consultation or refer a client, they often say “I feel like I already know you,” which is exactly what we strive for – a relationship built on months of valuable, caring communication. 

7. Service Delivery & Process Flows 

Evolve Health’s service delivery is designed to take clients on a smooth journey from initial discovery through ongoing support, using a clear, stepwise process. We emphasize a high-touch, organized approach so that clients always know what to expect next and feel supported at each stage. Below is an overview of the client journey, key process flows, and how we handle onboarding, tracking, and service execution. 

Client Journey at a Glance: 

Discovery → Intro Call → Mapping Session → Plan Delivery → Activation → Ongoing Support → Reassessment. 

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Discovery & Initial Contact: This is when a potential client first becomes aware of Evolve and 

reaches out (or is referred). It could be via scheduling a free intro call on our website, replying to an email, or being referred by a partner. At this stage, the focus is on responsiveness and making it easy to connect. We use Calendly to allow prospects to self-book a Free Introductory Call at a time that suits them. As soon as someone books, they get an automated confirmation email with a warm note (“We’re looking forward to hearing your story”) and a short intake questionnaire (optional, to gather preliminary info like diagnosis, biggest concerns, etc.). Internally, our CRM (ActiveCampaign) logs this as a new lead and assigns the status “Scheduled – Intro Call.” 

Free Intro Call (15-30 min): This call is essentially a discovery consultation. Pete (or an Evolve 2.  

coach) will hop on Zoom/phone to hear the person’s story, answer initial questions, and determine if and how Evolve can help. The tone here is compassionate listening. We often ask, “What’s the biggest thing keeping you up at night right now?” to identify urgent needs. We also clarify scope – for example, if someone has severe clinical depression, we reaffirm we’re not replacing therapy but can complement it by handling practical stressors. By the end of the call, we reflect back a summary 

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(e.g., “I hear you have three main challenges: navigating work leave, paying for treatment, and feeling less alone day-to-day.”). Then we outline how our process works: we explain the next step is a deeper Mapping Session where we’ll create a personalized support plan, and then if they choose to move forward, we help activate that plan and provide ongoing coaching. If the fit is good, we invite them to schedule the Mapping Session (and if our service isn’t right for them, we’ll gently point them to other resources). The intro call is free and no-obligation, but many people are eager to proceed after hearing how we can lighten their load. 

Onboarding & Mapping Session (1–1.5 hours): The Mapping Session is a comprehensive, paid 

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consultation (often this is a standalone fee or the first part of a service package). Once a client agrees to this, we send them an onboarding packet which includes: an agreement/consent form (outlining scope of practice, confidentiality, how we handle their information), an intake form with detailed questions (medical history overview, current treatments, financial situation, personal values/ goals, etc.), and any necessary release forms (for example, if we’ll be communicating with their therapist or doctor, we obtain written consent as per HIPAA guidelines). We try to keep paperwork minimal and accessible – forms can be e-signed and are written in plain language. The Mapping Session itself is where we “Map” in Talk → Map → Activate → Support. Usually conducted via video call, Pete/the coach and the client (and caregiver, if applicable) dig deep into the client’s situation. We use that time to clarify the client’s values and priorities (e.g., do they value staying at work as long as possible? are they open to integrative therapies? is avoiding financial debt a top concern?). We literally start filling out a Personalized Support Map document during the session: covering Medical/Integrative (treatment questions, second opinion needs, integrative options of interest), Financial/Practical (what aid might they qualify for, like specific foundations or benefits), and Emotional/Community (support groups, family communication, mental health referrals, etc.). By the end of the session, we have the skeleton of their plan. Importantly, we identify “quick wins” – perhaps there’s a co-pay assistance program we can apply to this week, or maybe connecting them to a peer mentor ASAP. We schedule those into the plan as first actions. Clients often say this session is cathartic; it’s likely the first time they’ve had all these aspects laid out in one place with someone guiding them. After the session, we finalize the Personalized Support Plan – a written summary (typically 2-4 pages) of our recommendations and next steps, organized in sections (Medical Options, Financial Aid, Practical Support, etc.), each with specific action items. 

4.  

Plan Handoff and Agreement: We then review the plan with the client (sometimes immediately at 

the end of the Mapping Session if time allows, or on a follow-up call). This is where we ensure they’re on board with each item and prioritize what to do first. At this stage, if they haven’t already, clients usually commit to ongoing support (we offer packages or hourly rates). The primary service moving forward is often a combination of Activation (actually executing the plan) and Coaching (ongoing guidance). We clarify the engagement terms: e.g., “Over the next 3 months, we will have bi-weekly check-ins, I will handle X, Y, Z applications for you, you’ll have email/text access during business hours for ad hoc questions, etc.” We outline communication channels and boundaries – for instance, we encourage use of a messaging portal or text for quick updates, and we set “office hours” for replies so clients know when to expect responses. We emphasize that we are not a 24/7 emergency line or a medical provider (crisis protocols are provided in the intake packet: e.g., “if you face a medical emergency or severe mental health crisis, please contact your doctor or emergency services”). Once the plan is agreed upon, we essentially “kick off” the active phase. 

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5.  

Activation (Hands-on Support Implementation): This phase is where the rubber meets the road – we execute the tasks in the support plan. It often begins with tackling the highest-priority needs, frequently financial or logistical tasks. For example: 

6.  

If disability benefits are a priority, we start the disability application process immediately. This includes collecting medical records (with client’s signed SSA release), employment history, and helping the client fill out the detailed function reports. We often use our partner network here: if the case is straightforward and the client wants to do initial filing themselves, we guide them; if it’s complex or they prefer representation, we coordinate a referral to one of our disability attorney partners (like Citizens Disability or Parmele Law). Either way, we help compile a strong initial application (we call it a “disability dossier”) to improve chances of approval and reduce delays. We keep track of submission dates and any SSA correspondence in our system. 

7.  

We might simultaneously start applying to financial assistance programs: e.g., co-pay relief foundations relevant to their cancer type, grant programs for rent or travel. We maintain an up-to date internal matrix of programs (covering foundations, nonprofits, pharma assistance, etc.) to quickly identify which ones the client qualifies for. Using that, we fill out applications on the client’s behalf (with their info), gather required docs (tax forms, doctor letters – often liaising with their hospital social worker for medical letters), and submit them. We diarize follow-up dates and outcomes. 

8.  

For practical needs, activation could mean booking services: scheduling rides through an org like 

the American Cancer Society transport program or coordinating with Angel Flight for long-distance travel, arranging a cleaning service via Cleaning for a Reason (a nonprofit), etc. If lodging is needed during treatment, we might work to secure a Hope Lodge spot or hotel voucher. 9.  

Integrative referrals: If the plan includes seeing an acupuncturist or nutritionist, we provide vetted referrals (like known integrative oncology dietitians). We might even help schedule the appointment and send the relevant records to that provider, with the client’s permission. We include “safety letters” the client can give their oncologist, which explain any integrative modality they plan to try, with evidence and a note encouraging doctor-patient dialogue – ensuring transparency and comfort for the medical team. 

10.  

Emotional support: Activation here might be enrolling the client in a peer mentor program (like 

Imerman Angels or similar) – we handle the sign-up. Or getting them into a local support group (we find options, present them, and even join them for the first session if it’s virtual, as moral support). If part of the plan is mindfulness practice, we might set them up on a meditation app with a specific program, or send weekly guided audio exercises ourselves. 

Throughout Activation, we use a project management approach. We maintain a Kanban board (in Notion, for instance) for each client, with cards like “SSDI Application – in progress,” “Travel grant – submitted, awaiting response by 10/15,” “Housekeeping service – start date 11/1”. This ensures nothing falls through the cracks. We often share a simplified version of this action list with clients so they can see status (some prefer not to worry about it, others love to know exactly what’s happening – we tailor to their style). 

Importantly, we also coordinate with external parties during activation. For example, if a therapist referred the client, we schedule a quick “handoff update” call or email after the mapping session (with client’s consent) to let the therapist know the plan in broad strokes and any upcoming stressors we anticipate. We might say, “We’ve got Jane set up for a grant that should relieve some financial pressure. We’ll 

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keep you posted if anything major comes up – e.g., her disability hearing is in March, which might spike anxiety then.” These micro-updates reassure the referrer that things are happening, without burdening them. 

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Ongoing Coaching & Support: As activation continues, we also provide ongoing 1:1 coaching sessions – typically bi-weekly or monthly check-ins, depending on the package. In these sessions (30-60 min), we review progress, tackle any new issues, and provide emotional support or decision support. For example, if a new treatment option is presented by their oncologist, we might help them list pros/cons or formulate questions to ask. If the client is struggling with motivation or coping, Pete might lead a short mindfulness exercise or just be a compassionate listener. We adjust the support plan as things change – it’s a living document. For instance, if a client’s condition worsens and work is no longer possible, we shift focus more heavily to long-term disability and perhaps palliative care resources. Or if they finish treatment and transition to survivorship, sessions might pivot to things like “getting back to work” or finding a new normal. 

Additionally, we provide “field support”: time-bound availability during critical periods. For instance, during chemo weeks, we set up a daily 10-minute text check-in window if needed (some clients love texting when they’re too tired to talk – e.g., “Feeling nauseous, any tips?” and we respond with a quick suggestion or just encouragement). We make clear the boundaries (e.g., texts answered between 9-5 on weekdays, and that we are not an emergency service), but within that, clients know they can reach out. This ongoing presence is a huge differentiator – clients often say just knowing we’re there is a safety net that reduces their anxiety. 

We also produce brief summary reports after each major milestone or monthly cycle, which we share with clients (and with any referring clinician, if appropriate and consented). It might outline: “Here’s what was accomplished this month: 2 grant applications submitted, 1 approved ($500), SSDI application filed, connected to X support group. Upcoming: awaiting SSA response, oncology follow-up on Dec 2.” This not only keeps everyone on the same page, but also helps clients see progress (which boosts their morale). For referrers, these updates are very concise bullets focusing on practical wins and any psycho-social observations if relevant (e.g., “Jane’s stress has been a bit higher this week pre-scan, we’ve implemented additional mindfulness exercises – just FYI for your next therapy session”). 

1.  

Reassessment & Transition (30/60/90 Day Reviews): We build in formal reassessment points – 

typically at 30, 60, 90 days from the start of engagement. In these reassessment sessions, we step back and evaluate what’s working, what’s not, and what new goals have emerged. For example, at 30 days, maybe we’ve secured some immediate aid and the client is less stressed about money, so now we can focus more on diet or exercise routines. Or perhaps new challenges arose (a new side effect, a denied claim) that need to be addressed. We update the plan accordingly. At 90 days, often a client might be ready to “graduate” from intensive support – if so, we outline a maintenance or “check-in” plan going forward. If they still have ongoing needs, we might renew the engagement or shift the mode of support. 

For Survivorship or End-of-Service transitions, we prepare a transition packet. This includes a summary of all resources accessed (useful for their records), any maintenance tips (like “continue to renew your copay assistance every year by…”, or “here are the support groups you can continue attending on your own”), and our door left open for future help. We never truly “close” a case permanently – clients are told they can come back anytime for a refresher or if a new issue arises (some do come back at recurrence, for example). We also ask for feedback or a testimonial at this point, when appropriate. 

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Consultation Process & Surveys: Throughout service delivery, certain micro processes ensure quality and consistency: - After the free Intro Call, if the person does not immediately proceed to a Mapping Session, our system sends a gentle follow-up email 48 hours later: “Thank you for our chat – I’m thinking of you. If you have any questions or want to move forward, just reply here.” We don’t hound, but we keep the door open. - After the Mapping Session, we send a quick satisfaction survey (just a few questions like “Did you feel clearer after the session? What part was most valuable?”). This feedback helps us refine our approach and also signals any issue while it’s early. - Eligibility surveys & tracking: In the onboarding form, and periodically, we have the client fill out a standardized Eligibility Survey – basically capturing all data needed to screen for various programs (income, insurance type, veteran status, etc.). We update this info if their situation changes (say, they stop working, which might open new benefits). We use this data internally with our resource database to ensure we’re targeting the right programs for them. - CRM and Tracking: We utilize ActiveCampaign and/or a client management tool to track every client’s status and tasks. Each client has a profile with custom fields (like “Has SSDI? yes/no”, “Primary caregiver: name/contact”, “Oncologist name” etc.). We log all interactions – calls, emails, outcomes of applications – so any team member stepping in can get up to speed quickly. This is also vital for measuring impact (we tally how many applications we filed, success rates, etc., per client). - Documentation: We keep digital copies of all important documents in an encrypted cloud folder for each client (shared with them as needed). For example, their support plan, copies of applications, award letters, etc. This way, if they misplace something, we have it. It’s also handy if a client transitions to a new navigator or if we need to provide records for, say, a legal case. - Boundary Management: We reiterate scope boundaries in writing during onboarding (and even in our email signatures it says something like “Note: Evolve Health provides education, navigation, and coaching – we do not give medical or legal advice.”). If a client asks something out of scope (e.g., “Should I take this supplement instead of chemo?”), we gently steer them to discuss with their doctor, while providing helpful questions they can ask the doctor. Similarly, if a client starts relying on us for emotional counseling beyond coaching (like a trauma therapy need), we acknowledge the feeling but suggest they bring that to their therapist (while we focus on, say, reducing external stressors). These boundaries are crucial for ethical practice and also to maintain trust with our clinician partners. 

Service Overview Recap (What We Deliver): By the end of a client’s engagement, typically they would have received: - A Personalized Support Plan document mapping out medical, practical, and emotional support strategies. - Applications completed for relevant financial benefits: e.g., disability benefits (SSDI/SSI) applications filed, appeals drafted if needed, co-pay assistance grants obtained, etc. (We often have a near 100% application submission rate for all identified aid programs – because we do it with/for the client rather than expecting them to on their own). - Coordinated services: such as rides scheduled for all upcoming chemo sessions, temporary housing secured if treatment is away from home, meal delivery arranged during recovery periods, etc. - Referrals and linkages: connections made to an integrative care provider (if desired), a support group or peer mentor, legal aid (for things like drafting a power of attorney or will, if that came up), and mental health professionals if needed. - Educational tools: Evolve provides any relevant guides or checklists (like a personalized binder or digital folder containing all the resources relevant to them). For example, if they had trouble managing medical bills, we might include a spreadsheet template and showed them how to track bills and EOBs. Or a “what to expect at your disability hearing” tip sheet if we got to that stage. - A sense of agency and relief: though not as tangible, we measure our success also by the client’s self-reported stress levels (we often ask at start and end, like “On a scale of 1-10, how overwhelmed do you feel?” – and we aim for that number to drop significantly). Seeing a client go from distraught to empowered is the ultimate outcome of our service delivery. 

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In sum, the process flows at Evolve Health are highly client-centric and systematic. By providing a clear pathway (Discovery → Mapping → Activation → Support), handling the heavy lifting (forms, calls, coordination), and maintaining compassionate coaching throughout, we deliver an experience where the client moves “from overwhelm to organized action”. This structured yet flexible approach ensures no ball is dropped and the client always feels a steady guiding hand from start to finish. 

8. Technical Systems & CRM Stack 

Behind the scenes, Evolve Health relies on a suite of tech tools and platforms to streamline operations, manage client relationships, and amplify our impact. We’ve assembled a lean but powerful tech stack that automates routine tasks, keeps data organized, and enables our small team to deliver a high-touch service efficiently. Below are the primary systems we use and how they fit together, along with notes on automation and integrations: 

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ActiveCampaign (CRM & Email Automation): ActiveCampaign is our central hub for managing contacts (leads, clients, partners) and running email campaigns. We use it to tag and segment our audience based on their interactions (e.g., downloaded eBook, completed quiz, referral partner, etc.). This allows us to trigger the appropriate email funnels automatically. For instance, when someone fills out a lead magnet form, ActiveCampaign assigns a tag like “Lead–Caregiver” and enrolls them in the caregiver email sequence. We also track engagement data here: opens, clicks, replies – which helps us score leads and identify who might be ready for a direct outreach. ActiveCampaign’s automation flows are configured for tasks like: sending reminder emails for upcoming consult calls, following up with inactive leads after X days, and even internal alerts (e.g., if a lead clicks “Schedule a Call” but doesn’t complete, we get notified to perhaps reach out personally). All client consultation notes and key data points are stored in contact records as well, so at a glance we see their journey. Integration-wise, ActiveCampaign is linked with our website forms and Calendly via webhooks or Zapier, so contacts are created/updated in real-time as actions happen. 

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Calendly (Scheduling): Calendly is used to manage all appointment bookings seamlessly. We have different event types: one for the free 30-min Intro Calls, one for 60-min Mapping Sessions (which we only send to clients with a special link once they’re ready to book that paid session), and perhaps one for partner 15-min calls. Calendly syncs with our Google Calendar to avoid double-booking and automatically adjusts for time zones. We embed Calendly on our site (e.g., the CTA “Schedule a Free Call” opens the Calendly scheduler). It sends confirmation and reminder emails to clients so we don’t have to, and even offers to add the meeting to their calendar. We’ve set up Calendly to ask a few intake questions at booking (like “What is your biggest concern right now?”) – these responses get pulled into ActiveCampaign (through integration) to further inform our prep. If someone cancels or reschedules, Calendly handles that and updates us. Internally, we’ve set Calendly to pad buffers between calls (we give ourselves 15 min between consults) to write notes or just recover, which is important for our pacing. 

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Notion (Project Management & Knowledge Base): We use Notion in multiple ways. First, as our 

project management tool, especially for tracking client task pipelines. We’ve created a Kanban board template in Notion for client service delivery (with columns like To Do / In Progress / Pending External / Done), where each card might be a particular application or task. Team members update these in real-time, and Pete can oversee all client boards at a high level. Notion’s database functionality allows us to have a master table of all resources and programs with tags, which we can 

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filter per client to quickly assemble that client’s Resource Map. We also harness Notion’s AI features to assist in drafting content – for example, summarizing lengthy research about a new assistance program into key points, or generating first drafts of certain client communications based on our prompts (though all AI-generated content is reviewed by a human to ensure accuracy and tone). Secondly, Notion serves as our internal knowledge base and SOP repository. We document processes (like “How to submit a Compassionate Allowance request to SSA” or “Checklist: Onboarding a new therapist partner”) in Notion pages. It’s our wiki where the team can quickly search answers. We even store template emails and frequently used text snippets there for quick copy-paste (like a template for a referral intro email, or a standard text for micro-updates) – this keeps our voice consistent and saves time. Finally, Notion has a workspace for content planning: an editorial calendar for blogs/emails, and brainstorming boards for marketing campaigns, which helps bridge strategy with execution in one place. 

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Stripe (Payment Processing): Stripe is the platform we use to handle payments securely. When a client signs up for a paid service (like a Coaching Package or Mapping Session fee), we use Stripe to invoice them or process their credit card. We have integrated Stripe with our scheduling and CRM to some extent: for instance, when booking a Mapping Session, we can require payment via a Stripe checkout link before the session is confirmed. Stripe handles all the heavy lifting on compliance and receipts – clients get email receipts automatically. It also allows payment plans if needed (we can split a package fee into installments and Stripe will auto-charge accordingly). On the backend, our finance tracking is light because Stripe provides nice dashboards and exports, and we can quickly see monthly revenue, etc. We’ve also set up Stripe to handle any referral commission payments – e.g., if we owe a partner or if we get paid by a partner for a referral, those flows are tracked outside of client payments, but the flexibility is there (some of our disability partners pay us via direct deposit outside Stripe, but for any individual transactions we might use a Stripe invoice).  

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Pixlr & Canva (Graphics and Creative): For marketing creative and quick design tasks, we rely on 

tools like Pixlr (a lightweight online image editor) and Canva. Pixlr is handy for on-the-fly editing – e.g., blurring out personal info on a screenshot we want to use, resizing images for a blog, or creating simple ad graphics. Canva is used for more structured design needs – we have templates set up in Canva for social media posts, presentation decks (for webinars or workshops), one-pager PDFs, etc. Neither Pete nor the team are full-time designers, so these tools let us produce professional-looking visuals without advanced skills. For instance, the cartoon-style illustrations mentioned in our brand identity are often created or assembled in Canva using stock illustration elements that we customize to fit our narrative (like designing a character that appears in different situations for our guides). Both Pixlr and Canva ensure we can adhere to visual brand guidelines (colors, fonts, style) easily by using saved brand kits. We organize assets in Canva folders (e.g., Logos, Icons, Photographs) so that everyone can find the latest approved imagery. This speeds up creative production for ads and content. 

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Litify (Disability Case Management): Litify is a Salesforce-based legal case management platform, 

which one of our disability law firm partners provides us access to (with appropriate permissions). We use Litify to track clients who have active Social Security Disability claims, especially those we’ve referred to that law firm. Essentially, once we hand off a client to the law firm for legal representation, we’re able to log into Litify to check the status of the case (filed date, hearing date, any SSA updates). We also sometimes upload documents or case notes there so the lawyers see what we’ve done and vice versa. This integrated tracking prevents anything from slipping between 

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Evolve and the attorney. Litify also helps manage the workflow for appeals – if a claim was denied, Litify will show that and the attorneys’ progress on the appeal, which informs how we coach the client (e.g., prepping them emotionally for a hearing). In effect, Litify acts as a specialized CRM just for the disability advocacy portion. It also can generate reports – for example, how many referrals we sent, their approval rates, average processing time – which we review with our partners to evaluate the partnership performance. If we did not have access to Litify, we’d rely on manual updates from partners, but having it automates the feedback loop significantly. 

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Other Integrations & Automation Notes: We make heavy use of Zapier (or similar tools like Make/ Integromat) to glue these systems together where native integrations don’t exist. For example: 

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When someone submits a website form (WordPress + Gravity Forms), Zapier pushes that data into ActiveCampaign, tags it, and also creates a new row in a Google Sheet we maintain for quick reference. 

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A Zapier zap connects Calendly to ActiveCampaign: when an Intro Call is booked, it updates the contact’s stage to “Consult Scheduled” and triggers a specific follow-up sequence. •  

If a client payment fails in Stripe (e.g., credit card decline on a subscription), Zapier can alert our Slack or send an email so we can address it promptly. 

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We use Google Workspace (Gmail, Calendar, Drive) for daily work, and many automations revolve around it – e.g., copying certain client emails into their CRM record (ActiveCampaign has a bcc dropbox feature), or calendar events creating tasks in Notion. 

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Teleconferencing & Telehealth: We primarily use Zoom for client calls (it integrates with Calendly too, auto-generating Zoom links for meetings). For clients who prefer phone, we have a business line via Google Voice. All calls notes get written in Notion or directly in ActiveCampaign after. 

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Security & Privacy: We use an encrypted cloud storage (e.g., OneDrive or Dropbox with encryption) for any sensitive documents. We have two-factor auth enabled on all tools containing PHI or personal data (ActiveCampaign, Google, etc.). Our systems are HIPAA-aware: while we’re not a covered entity per se, we treat client data with high confidentiality. ActiveCampaign, Calendly, etc., are all configured not to capture or store any sensitive medical specifics beyond what’s needed (e.g., intake forms that might have diagnosis info are kept in our secure storage, not in plain text email). We also anonymize data when using AI tools – for instance, if using Notion AI to summarize something, we strip out names or identifiable info. 

Analytics & Dashboarding: We have a lightweight analytics setup. For web analytics, we use 

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privacy-conscious tracking (not the full Facebook Pixel given HIPAA concerns, as our website does discuss health conditions). Instead, we track conversions in aggregate (e.g., using Google Analytics goals for form completions) and use UTM parameters to attribute which ad campaign brought a lead. ActiveCampaign’s reports help measure email open/click rates and conversion to appointments. We manually compile key metrics like number of consults per month, lead magnet downloads, etc., into a Google Sheet dashboard. Notion also has a project dashboard where we tally impact stats (like applications submitted, dollars of aid secured for clients, average stress reduction self-reported) which we review quarterly. These metrics tie back into our system – e.g., each client’s record in ActiveCampaign might log “AidSecured: $X” which we then sum up. As we scale, we might implement a more robust BI tool, but for now, the combination of ActiveCampaign reporting and spreadsheets suffices. 

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In summary, our tech stack – ActiveCampaign + Calendly + Notion + Stripe + Pixlr/Canva + Litify – covers the spectrum from marketing automation to service delivery tracking. The systems are interlinked to minimize manual data entry: once a client enters our pipeline, their info flows through scheduling, CRM, and project management with minimal friction. This allows the team to focus on the human work (coaching, researching resources) rather than paperwork and coordination. By smartly leveraging these tools and automations, Evolve Health operates like a team twice our size, ensuring no client falls through the cracks and every interaction is timely, personal, and well-informed. 

9. Referral & Partnership Development 

Building and maintaining strong referral partnerships is a cornerstone of Evolve Health’s growth strategy and service model. Our partnerships expand our reach to patients, bring in a steady stream of clients (often pre-qualified by their providers), and form a revenue-sharing channel especially in the disability advocacy arena. Below we outline our key partnerships, how referrals are handled, and the value proposition we offer to partners like therapists, clinics, and disability service firms. 

Key Partnerships and Allies: 

Mental Health Professionals (Therapists, Counselors, Psychologists): These are perhaps our •  

most active referral partners on the client services side. We collaborate with therapists and behavioral health teams who have clients dealing with cancer. For them, Evolve is a trusted extension of care that handles the non-therapeutic support their clients need. We have relationships with individual private practice therapists as well as oncology social workers in hospitals. They refer clients to us when they recognize issues beyond their scope – e.g., a therapy client spends sessions talking about insurance problems or a spouse’s burnout. Our promise to therapists: we will help your client navigate those practical challenges without overstepping into therapy territory, and we will keep you informed so you can incorporate that knowledge into your care for the client. 

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Citizens Disability & Disability Law Firms (e.g., Parmele Law): On the revenue-driving side, we partner with Social Security disability advocacy groups. Citizens Disability is a national advocacy firm that helps individuals file SSDI claims; Parmele Law (a firm known for disability cases) is another partner. These organizations handle the legal representation and claims process. Our partnership typically works like this: when we identify a client who needs to pursue disability benefits, we can either assist them through initial filing ourselves or directly refer them to one of these partners (with the client’s consent). Often, if it’s early in the diagnosis and they haven’t been out of work long, we might start the process and then loop in the law firm if an appeal is needed. In other cases, especially if the case is complex or the client prefers, we make a warm handoff to the firm right away. We have a referral agreement in place where, for instance, if the client successfully gets benefits and the firm earns their contingency fee from backpay, Evolve receives a referral commission. This is disclosed to clients transparently. These disability partners value our referrals because we prepare clients well (paperwork ready, expectations set) which increases success rates and reduces their effort on intake. They essentially see us as an external “intake specialist” channel. Brown & Brown (a large insurance brokerage firm) is also a partner through their absence management division – they handle long-term disability insurance and often interface with SSDI; they refer individuals who need extra navigation support (and sometimes fund our services as part of an insurance benefit). In return, successful navigation of SSDI helps their insureds and they might 

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compensate us per successful case. These partnerships are a significant source of revenue for Evolve, aligning the financial incentive (we get paid when the client’s disability claim is successful) with the client’s success. 

Oncology Clinics and Hospitals: We are forging partnerships with certain cancer centers, 

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integrative oncology clinics, and nonprofits. For example, an oncology clinic might bring us in as a resource for their distressed patients – not formally employed by the clinic, but as a vetted external coach/navigator they can refer to. We provide them with flyers or a clinician referral pad (“Prescribe a Navigator”) so it’s easy to refer patients. While these aren’t revenue-share arrangements, they feed us clients and bolster our credibility. Some nonprofits (like local cancer support communities or foundations) similarly refer people to us when those individuals need more hands-on navigation than the nonprofit can provide. In the future, we might establish formal contracts where a cancer center pays Evolve to handle navigation for their patients (like an outsourced patient navigation service), but currently it’s mostly informal referrals. 

Referral Workflow: 

When a partner (say a therapist or doctor) has a potential referral, we’ve made the process simple and secure: - Intro Email or Referral Form: Many partners just send Pete an introductory email connecting the client and us, essentially saying, “Hi, I want to introduce you to Jane, my client. I think Evolve Health could help her with [issue].” We respond promptly, thanking the partner and taking the lead to schedule an intro call with the client. For more formal settings or for those who prefer structure, we have a secure online Referral Form on our website for providers, where they can input the client’s name, contact, and a brief note of needs. This form is HIPAA-compliant (we have a BAA with the form provider) so they can share minimal PHI if needed. Once submitted, ActiveCampaign tags the incoming lead as a “Provider Referral” and notifies us. - 15-Min Referral Handshake: Especially with therapists, we offer a quick “referral handshake” call – basically a 10-15 minute chat between Pete and the referring provider (often done right before or after they introduce us to the client). In this call, we clarify roles (“You’ll continue as their therapist, I’ll focus on navigation/coaching”) and gather any urgent clinical context (“She’s mid-treatment and very anxious about finances; also watch for PTSD triggers from past trauma”). We also tell them what to expect from us in terms of updates. This step builds trust – the provider hears directly from us how we work and it gives them confidence to refer again. It’s also an opportunity to ensure the client’s immediate crisis (if any) is known so we can prioritize appropriately. - Client Consent: Before we start working with a referred client, we obtain their written consent to communicate with the referrer. This is part of our intake. We explain to the client that keeping their therapist/doctor in the loop will help everyone support them better, and that we will only share information with their approval. The consent form allows info sharing both ways (so the therapist can also share with us, which usually they have via their own consent paperwork, but we double cover it). This consent-based approach is crucial – it protects client confidentiality and reassures partners that everything is above board. - Service Delivery & Micro-Updates: As described earlier, we send micro updates to referring partners at a cadence that works for them. Typically, we might email after the initial mapping with a brief summary (with client’s ok): “Created a support plan with Jane. Main items: applying for SSDI, got her gas assistance for travel. She was much relieved after our session. Will update you in a few weeks or sooner if anything major arises.” Then, during activation, we drop a note perhaps monthly or at key junctures: “SSA hearing set for Mar 1 – we’ll prep her; she’s anxious but using the tools we discussed. After hearing, I’ll let you know outcome.” These updates are opt-in – we ask the partner upfront how much they want to know. Some say, “Only if something significant happens,” others appreciate periodic check-ins. By keeping it “cadence-controlled” and not too frequent, we avoid spamming busy clinicians. - Shared Tools: 

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For some partnerships (especially with organizations), we have shared tools. E.g., at one counseling center, we provided them access to a dashboard (with no PHI, just statuses) showing which referrals are active and general stage (like “Active – in coaching” or “Closed – completed plan”). This transparency fosters trust. We also give partners copies of any educational materials we provide the client, so they know what messages their client is getting (for instance, if we gave a client a “financial resources guide,” we might CC the therapist so they can discuss it in therapy if relevant). - Closing the Loop: When our engagement with the client wraps up (or hits a long pause), we inform the referrer. For example, “Jane’s disability was approved and she’s doing much better, so we’re transitioning her to a lighter support mode. She’ll continue therapy with you but won’t be meeting with us regularly now. We’ll stand by if she needs anything in the future.” If appropriate, we might all hop on a quick 3-way call to celebrate successes and ensure continuity. This closing note helps the partner see the outcome (and ideally, the success story encourages them to refer others). 

Value Proposition to Referral Partners: 

For therapists and clinicians, we position Evolve Health as a way to enhance their care and reduce their burden: - We extend “wraparound support” to their clients, meaning the client gets help on financial/ logistical matters that would otherwise either go unaddressed or spill into therapy time. - We protect scope boundaries: “Keep therapy therapeutic.” Therapists refer to us because they want to focus on mental health treatment and not spend half the session filling out forms or giving advice on Social Security. By offloading those parts to us, the therapist can do their intended work. We explicitly reassure them that we will not encroach – for instance, if a client starts delving into trauma processing with us, we would steer them back to therapy and perhaps notify the therapist if needed. This assurance of respecting professional boundaries and operating ethically is a major selling point. - We improve outcomes and make the therapist look good too. If a client gets tangible help (like financial relief) through our work, their overall stress reduces, which often makes therapy more effective. The therapist sees their client’s depression or anxiety lift somewhat because external stressors are managed – that’s a win for them too. We often hear from therapists, “My client was able to finally focus on our trauma work once her disability was approved, it made a huge difference.” So, our service indirectly boosts the clinical outcome. - We maintain professionalism and reliability, so partners feel safe referring. We respond quickly to referrals (no leaving their patient hanging), we handle ourselves with confidentiality, and we often have credentials or training we can show (like Pete’s certifications in navigation or coaching, any HIPAA compliance measures, etc.). This builds trust with hospital systems especially – showing that we’re not some rogue agent but follow standards. - For partners like Citizens Disability or law firms, the value is clear: we provide them clients who are prepared and motivated. Evolve does a lot of pre-screening; by the time we refer someone for legal rep, we’ve already gathered much of their info and determined they likely qualify (we don’t send frivolous or obviously ineligible cases). This saves the firm time and increases their win rate. Plus, we provide a layer of support (like keeping the client engaged through the long waiting periods of the SSA process) so the client doesn’t drop out or become non-compliant. Essentially, we help ensure that referred clients follow through on all requests (medical exams, paperwork) which the law firm appreciates. It’s almost as if we co-manage the case: the lawyers handle legal strategy, we handle client hand-holding and evidence gathering. The revenue sharing (a referral fee) aligns our incentives with theirs. Also, by plugging our Resource App and knowledge, we sometimes help those partners’ other clients too (for example, Citizens Disability might use our resource guide for cases they can’t take, giving those people something – which came from us). So we add value beyond just direct referred clients. - For Brown & Brown and similar corporate partners, Evolve is a value add service they can offer to their insurance or employer clients. If an insurance company can say “we have a partner that will assist your employees with cancer to navigate benefits and resources,” it makes them 

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more competitive. So we present ourselves as an outsource solution for patient navigation without the overhead of them building it internally. We have discussions about per-case or per-employee pricing for these scenarios. The key value here is that we can likely reduce the time employees are out of work or increase utilization of benefits that the insurer wants people to use (like getting SSDI offset for LTD claims). We’re in early stages with such partnerships, but the strategic narrative is about cost savings and improved patient satisfaction for the partner. 

Maintaining and Growing Partnerships: 

We treat our partners almost like another category of client. We nurture these relationships through: - Regular check-ins and appreciation: e.g., quarterly we might send our top referrers a thank-you note, maybe an update on Evolve (“this quarter we helped 30 families – couldn’t do it without folks like you”). We sometimes send therapists results like “By the way, 5 of your clients have collectively received $X in aid – thought you’d like to know the impact.” This reinforces the value of referring to us. - Educational offerings: We provide Lunch-and-Learn sessions for clinician teams as a way to open new partnerships or deepen existing ones. For example, we might do a 30-minute webinar for a group practice on “Financial Toxicity 101: Resources your patients need”. It’s pure value – teaching them some tips – and in doing so we become the go-to expert. Partners appreciate these free trainings (sometimes we even offer continuing education credits if we can swing it) and it keeps us top-of-mind. - Referral collateral: We equip our partners with easy referral tools – things like a Clinician Referral Kit with a one-page explainer of Evolve’s services, some pamphlets or booklets (like our “First 14 Days” checklist to give newly diagnosed patients), and a special link or QR code to refer patients. We ensure our branding in these materials speaks to the clinician (highlighting scope, etc.). For example, our one-pager might say “Problem: Patients overwhelmed by non-clinical challenges. Solution: Evolve picks up where your care leaves off… (with the guide/plan/activate points). Differentiators: Survivor-led, integrative, consent-based updates. How to refer: [simple steps].” - Alignment and feedback: We actively solicit feedback from partners. For instance, after the first referral case with a new therapist, Pete might ask, “How did it go from your perspective? Is there anything you’d like done differently in how we communicated?” If a therapist says, “I was worried at first you might take my client in a different direction, but I was pleased you reinforced what we do in therapy,” that’s great. If they say, “I felt out of loop about X,” we adjust. This continuous improvement makes partners feel heard and strengthens the bond. - Mutual referrals: Whenever appropriate, we refer to our partners as well. For example, if a client working with us doesn’t yet have a therapist but clearly needs mental health support, we might refer them to one of our partner counselors (with options, of course, based on fit/insurance etc.). This reciprocity is appreciated. Similarly, if someone comes to us solely for disability help but they really need legal representation, we refer them to our law firm partner and might step back after initial prep. We know our lane and when to hand off – partners see that and trust us more. - Partnerships with Nonprofits: Although not explicitly listed in the prompt, we also develop partnerships with charities like American Cancer Society, Hope Lodge, etc., on a collaborative basis (not revenue-driven). By staying in close contact, we can streamline referrals (e.g., a Hope Lodge manager might directly refer a resident to us for navigation help, and we guide patients to those nonprofit services). These relationships enhance our resource pool and credibility. 

In essence, referral and partnership development is about building a networked ecosystem of support. Evolve Health sits at the center as the navigator, but we rely on nodes: therapists for referrals, law firms for legal heavy-lifting, nonprofits for specific services. By carefully managing these relationships – ensuring partners feel valued, informed, and secure in working with us – we’ve created a win-win loop. Clients get comprehensive support; partners can focus on their specialty (therapy, legal, etc.) while knowing 

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the client’s other needs are met; and Evolve gets a pipeline of clients and collaborative clout. This ecosystem approach ultimately advances our mission that no one faces cancer alone – because in truth, it takes a village, and our partnerships are key pieces of that village. 

10. StoryBrand Framework 

Evolve Health’s messaging is built on the StoryBrand framework, which positions our clients as the hero and Evolve as the trusted guide that helps them overcome challenges. We carefully craft our narrative to tap into the client’s emotions (the “internal problem”), address their tangible barriers (the “external problem”), and speak to the larger stakes and transformation at play (the “philosophical problem” and ultimate success). Below is a breakdown of our StoryBrand-based messaging, tailored for our two primary personas – patients/caregivers and referral partners (therapists): 

StoryBrand for Patients & Caregivers (Primary Audience) 

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Hero (Character): The hero is the adult cancer patient or caregiver who is feeling overwhelmed by 

the journey. We paint this character in high resolution: perhaps it’s a newly diagnosed patient drowning in appointments and paperwork, or a caregiver stretched thin. Importantly, the hero is someone who deeply wants to do everything right for the best outcome, but fears they cannot manage it all alone. We acknowledge that they are the protagonist of this story – they have the strength and agency, even if they don’t feel it yet. 

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Problem: We define the problem on three levels: 

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External Problem: This is the obvious, objective issue – “You have been hit with a life-threatening 

diagnosis and a cascade of practical challenges.” Concretely: a complex medical system, financial toxicity (big bills, lost income), and a maze of scattered portals, forms, and logistics. It’s cancer plus an overwhelming to-do list. We also often personify the villain as “Chaos and Isolation” – the chaos of paperwork/insurance and the isolation of having to figure it out alone. 

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Internal Problem: This is how the external makes them feel – the fear, confusion, and loneliness inside. We voice those internal monologues: “Am I doing enough? Am I missing something critical? I feel so alone in this.”By articulating these, we show we get it. For caregivers, internal might include guilt and exhaustion (“I’m so tired, but I feel bad for even thinking of myself.”). For patients, internal often revolves around uncertainty and anxiety (“I’m scared and I don’t know what I don’t know.”). 

Philosophical Problem: This is the “just plain wrong” aspect – we state our ethos that no one •  

should have to face cancer or navigate the healthcare system on their own. It’s unjust that people who are fighting for their lives also have to fight through red tape and hidden information. Everyone deserves clear information and access to support – that’s the higher principle we and the hero are fighting for. 

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Guide (Evolve Health/Pete) – Empathy and Authority: We then introduce Evolve (and Pete) as the guide in the hero’s story.  

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Empathy: We explicitly communicate that we understand and empathize with the hero’s plight. For 

example, messaging might say, “We understand how overwhelming this is – our founder, Pete, has 25

been in your shoes as a Stage IV survivor. You’re not alone in feeling lost, scared, or angry.” We align with their emotions, conveying “We get it, and we care.” 

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Authority: We also establish credibility – why the hero can trust us as a guide. We mention Pete’s journey not just for empathy but to highlight his hard-won knowledge. We cite our expertise: “Over the years, we’ve helped many families secure aid and find clarity” and point to our survivor-led, evidence-informed approach. We might include micro social proof like a testimonial: “Evolve helped me get the support I needed – I felt heard and organized for the first time.” In StoryBrand terms, we demonstrate both competence and compassion, which are key to being accepted as a guide. 

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Plan: People in crisis need a simple plan to follow. We present a clear path – our 4-step process: 

Talk, Map, Activate, Support. In simple terms: 

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Talk – Schedule a free intro call so we can hear your story and pinpoint your needs. 

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Map – In a deep dive session, we’ll clarify your options, outline medical & integrative approaches, 

and inventory all the aid and services you can tap into. 

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Activate – We then help activate those resources: we handle applications, set up services, organize your information, and generally get things moving. 

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Support – We provide ongoing support and adjustments as your needs evolve; you’ll have a steady guide beside you as things progress. 

This process plan is often visually shown as four icons or steps on our materials. It makes taking action feel safe and straightforward – just take the first step (Talk) and we’ll guide you through the rest. We also have an Agreement Plan, which are essentially our promises (a StoryBrand technique to reduce risk) – for patients: “We listen without judgment; Your values lead the way. We respect your medical team – we don’t replace them. We pursue every relevant aid to reduce stress and cost. We present integrative options transparently and responsibly.” These serve to reassure the hero that following this plan with us, they won’t encounter unpleasant surprises or hidden agendas. 

Call to Action: We provide both direct CTAs and transitional CTAs for the hero. A direct CTA is 

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something like “Schedule Your Free Mapping Session Now” or “Book a Consultation” – a clear invitation to engage our services. Transitional CTAs are softer offers like lead magnets – “Download the free Field Guide” or “Take the Eligibility Quiz.” On our website and collateral, we typically have both: e.g., a big “Schedule a Free Call” button (direct) and also “Not ready to talk? Get our free guide” (transitional). This way, the hero can choose their comfort level of engagement but always knows what action to take next. We make the CTAs prominent and repeated – because in the StoryBrand philosophy, people need to be clearly invited to act. 

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Stakes (Failure): We outline what’s at stake if the hero does nothing or goes it alone. We do this with care (we never want to fear-monger or add stress) but realistically, to instill a sense of urgency. For example, we might say: “Without the right support, patients often miss out on financial aid they’re eligible for or fall for misinformation online. The result can be needless financial strain, delayed care, or overwhelming stress that harms health.” In more narrative forms: “You could keep trying to juggle it all and risk burning out or overlooking a life-changing resource. We don’t want that for you.” We mention consequences like missed aid, preventable stress, decision paralysis, or even health setbacks due to fatigue or lack of support. The “villain” (Chaos, Misinformation, Isolation) wins if they don’t get help. This paints the picture of why doing nothing is not a great option. 

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Success (Transformation): Finally, we cast a vision of success – the happy ending if the hero uses Evolve as a guide. We describe the transformation: from confusion to clarity, from overwhelm to organized action, from isolation to feeling supported. Concretely: “Imagine having a clear plan in hand, your applications submitted, rides to treatment arranged, and a compassionate coach checking in with you – so you can focus on your health and family, confident that nothing is falling through the cracks”. We highlight outcomes like “funding approvals flowing in, a calendar that makes sense, a calmer mind with practical stress tools in place, and a feeling of empowerment that you are on top of things.” We also touch on emotional success: “You’ll regain a sense of control and hope. You’ll feel the relief of not having to do this alone, and the pride of knowing you’ve activated every possible resource to help you heal.” It’s essentially the picture of them as the hero at the end of the movie – not that their journey is easy or over, but they are equipped and strengthened, having overcome the chaos that once surrounded them. 

All these StoryBrand elements are woven into our patient-facing messaging – whether on the website, in an introductory brochure, or during a sales call, we’ll touch each point: Hero (you) -> Problem (we get it) -> Guide (us) -> Plan (4 steps) -> CTA (call us) -> Stakes (don’t miss out or struggle more) -> Success (a supported journey). 

StoryBrand for Referral Partners (Secondary Audience) 

We have a parallel story for our secondary hero: the referral partner (e.g., Therapist Tom). This is basically a B2B StoryBrand script, adjusted to the concerns of a professional rather than a patient: 

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Hero: The hero in this context is the compassionate clinician (therapist, counselor, oncology social 

worker, etc.) who wants the best for their patient and is frustrated by the limits of their role. For example, Therapist Tom – he is dedicated to whole-person care but finds sessions sidetracked by logistics. Importantly, he is the hero in our B2B messaging – meaning we honor him for caring so much and wanting to help beyond his traditional duties. The hero’s goal: ensure his patients are taken care of in all aspects, without burning out or breaking ethics. 

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Problem: Again, three levels: 

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External Problem: The therapist’s clients are drowning in logistical and financial challenges which the 

therapist is not equipped or supposed to handle. Externally: clients can’t afford sessions because of cancer bills, or they show up to therapy panicking about insurance appeals – things outside the therapist’s expertise. Perhaps the therapist’s clinic expects them to stick to therapy, but these issues are bleeding over. 

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Internal Problem: The therapist feels helpless, anxious, maybe a bit guilty – “I’m not doing enough for them,” or “I’m out of my depth here”. There’s also fear of scope creep – “If I try to help with these issues, am I violating boundaries or setting myself up for burnout?” They may feel stressed because they have limited time each session and it’s being eaten up by case management talk. 

Philosophical Problem: At a higher level: Clients deserve comprehensive support, and therapists •  

deserve to be able to focus on therapy. It’s just not right that mental health professionals are put in a position where either the patient’s non-clinical needs go unmet or the therapist has to stretch beyond their role. Whole-person care shouldn’t come at the cost of clinician burnout or ethical dilemmas. In essence, “People facing cancer should get help for all their needs, and clinicians should be able to stick to their purpose.” 

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Guide (Evolve as Guide for the Clinician): We position Evolve as the guide for the therapist – a colleague in care. 

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Empathy: We say in effect, “We know you care deeply about your patients. We understand how it 

feels to witness their life chaos and feel unable to fix it. We’ve heard from many therapists who felt overwhelmed with these issues. You are not alone in that.” We validate their internal struggle – even the guilt of feeling like they aren’t doing enough (we reflect that many providers feel that, but shouldn’t have to). 

Authority: We then assert that Evolve is uniquely qualified to assist. We highlight our clinician 

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friendly approach: “We have a system that works alongside therapy without disrupting it.” We mention that Pete is not only a survivor but also someone experienced with integrative medicine and advocacy, implying we speak both “languages” (patient and provider). We reference that we align with professional ethics and are members of advocacy networks/code of ethics (for example, Pete adheres to the National Association of Healthcare Advocacy Consultants code). Also, any credentials (like if Pete has a certification in patient navigation or is a member of AOSW as a navigator) we’d note that to show we operate professionally. We might include a quick success stat for authority: “Clinicians who partner with Evolve report higher patient engagement and less time on logistics in sessions.” 

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Plan: For referral partners, the plan is slightly different – it’s about how easy it is to refer and work 

with us. We outline a simple referral workflow: 

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Connect – 15-min Fit Call: “Let’s have a quick chat to align on how we can help and ensure it’s a fit.” (This is essentially our referral handshake). 

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Refer (Warm Introduction) – The provider introduces us to the client (or gives us the client’s info 

with permission). We take it from there, reaching out to the patient promptly. 

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Map & Activate – We’ll do the deep dive with the client and implement the support plan (so the 

therapist doesn’t have to do anything extra). 

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Support (Micro-Updates) – We keep the therapist in the loop with brief updates, with the client’s consent. 

This plan is sometimes shortened to something like: “Refer → We Handle It → You Get Updates.” The idea is to make the process non-threatening and beneficial: “Just hand off those burdens to us, we’ll do the heavy lifting, and you can relax knowing it’s handled.” We ensure to mention consent and collaboration, because that’s a big part of their trust. 

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CTA: The calls to action for partners might be: 

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Direct CTA: “Book a 15-Min Partner Call” or “Refer a Patient Now”. On our site’s partner page, 

there’s likely a button for scheduling a quick intro call with Pete, and another for submitting a referral form directly. 

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Transitional CTA: “Download the Clinician Field Guide” or “Get our Partner Info Kit.” These allow a therapist who’s just browsing to get more info without engaging us directly yet. For example, a PDF that outlines everything (basically a StoryBrand one-pager for clinicians). 

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We also do outbound CTAs in our communications like at the end of a Lunch-and-Learn: “If you have a patient in mind who could use this help, don’t hesitate to reach out – schedule a quick call with us.” 

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Stakes (Failure): We gently articulate what’s at stake for the clinician and their patients if they don’t address these issues or partner with someone who can. For instance: “If these logistical burdens keep hijacking your sessions, your clients might not get the full therapeutic benefit you could be providing – and their stress remains high.” They risk burnout from trying to play case manager on top of therapist. Or possibly, if no one helps the client, the client could decompensate or drop out of therapy due to life chaos, which nobody wants. Philosophically: not partnering could mean a missed opportunity to dramatically improve a patient’s well-being (and that patient might continue to suffer needlessly with unmet needs). We convey that doing nothing might mean clients remain overwhelmed and the clinician continues to feel spread thin and worried. We want to trigger their sense of responsibility a bit (they are the hero, after all) – “Without a guide like Evolve, your client may continue struggling with things that are solvable, and you’ll continue feeling that tug that more could be done.” 

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Success: We paint the vision of how partnership looks when it succeeds: 

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The therapist’s sessions are refocused on therapy – their time with the patient is now high-quality, therapeutic work because the patient isn’t spending the hour venting about insurance or scheduling issues. 

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The clients are calmer and more supported, which means they may progress better in therapy and have improved mental health outcomes. We might give an example: “Imagine your patient coming in and saying: ‘I finally got those bills sorted and I’m sleeping better now’ – and you didn’t have to personally intervene in that; we had it covered.” 

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The clinician feels relief and confidence, knowing they have a reliable partner for these issues. It’s like having a specialist you can call in – it expands their toolkit. We want them to feel like a hero too: by involving Evolve, they actually are doing more for their patient (comprehensively) without doing it all themselves. It’s a win-win that makes them look good to their clients and maybe their organization (if their clinic sees their patients getting better support). 

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For more formal partners (like a clinic), success might also mean metrics like reduced social worker 

overload, higher patient satisfaction scores, etc., which we can mention if applicable. 

We sometimes encapsulate success in a simple phrase for them: “Therapy stays therapeutic, and your patients get the wraparound help they need.” It’s the best of both worlds: clients are supported, and therapists stay in their zone of genius. 

In all, our StoryBrand framework ensures that whether we’re talking to a patient/caregiver or a professional, we position them as the hero of the story and articulate how Evolve Health is the guide that will help them achieve what they deeply want: for patients, peace of mind and support; for clinicians, effective patient care without overextension. By aligning our messaging this way, we create a narrative that is instantly relatable and compelling – it invites our audiences into a story where positive change is possible with Evolve’s guidance, and it consistently reinforces why Evolve exists and how it delivers transformation. 

11. Resource App Vision 

One of the most exciting developments at Evolve Health is our AI-powered Patient Resource App – a digital platform that encapsulates our knowledge and approach, aiming to scale personalized navigation to 

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more people. The Resource App is both a current MVP offering and a big part of our future vision. Here we’ll outline its capabilities today, the planned future-state features, and how this app fits into Evolve’s growth (including licensing and data insights). 

MVP (Current Functionality): Our Resource App (accessible via web) currently serves as a personalized “resource concierge” for cancer patients and caregivers. Key features of MVP-1 include: 

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Patient Intake Form: Users start by answering a short questionnaire about themselves – basic 

demographics like age, zip code, cancer type, treatment status, as well as financial indicators (income range, insurance type) and support needs. It’s intentionally quick, around 10-15 questions, to lower the barrier. This data is crucial for tailoring the results. 

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AI Research + Report Generation: After submission, the app’s backend – powered by a combination of a curated database and AI – kicks in. It generates a custom HTML/PDF report listing 25+ support resources that are highly relevant to that user. For example, if the user is a 34-year-old single mother with breast cancer in Texas, the report might include a state Medicaid program, a breast cancer financial aid foundation, a local charity for single parents with illness, travel assistance programs if major hospitals are far, etc. The entries in the report aren’t just raw links; the AI writes them in Evolve’s brand tone (compassionate, clear) and includes a brief description of each resource and how to apply. They’re ranked – the most relevant (high eligibility likelihood, high impact) appear first. This gives users a prioritized roadmap of where to seek help. 

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Internal Resource Database: We have a growing internal database of verified assistance programs which the AI queries first. This database includes up-to-date details on thousands of resources: national foundations, local nonprofits, government programs, etc., each tagged by criteria (cancer type, location, income limit, etc.). By having this, the app doesn’t rely solely on live web searches – it has a vetted knowledge base to draw from, ensuring accuracy and saving time. We update this database continuously as we discover new programs or as criteria change (e.g., a fund that opens/ closes). 

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Automated Deduplication & Smart Ranking: The app uses algorithms to merge results from our database and any supplementary web search results, then filters out duplicates or irrelevant entries. It applies a scoring logic (like how well the user’s profile matches the program’s criteria, how much funding is available, etc.) to rank the list. This way, the user sees a clean, ordered list rather than a dump of everything out there. The automation also cross-checks for things like if a program is currently accepting applications (some funds open/close periodically). The result: a personalized resource list that would normally take a human navigator hours of research to compile, delivered in minutes. 

The MVP’s purpose is to mirror what Pete might do in a mapping session (at least the resource-finding part) but in a self-service format. Early response has been great – users appreciate getting a tailored list quickly, and many opt to schedule a call with us after seeing how much is out there (often the reaction is, “Wow, I had no idea these 30 programs existed for me – I want your help to actually apply to them!” which is exactly how the app feeds our service funnel). 

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Planned Enhancements (MVP-2 and Beyond): Our roadmap for the app is ambitious. We envision it becoming the go-to digital companion for cancer navigation, with expansions in several areas: 

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Expanded Resource Categories: Currently, the focus is heavy on financial assistance programs 

(grants, disability, etc.). We plan to broaden the scope to cover all facets of support: 

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Transportation & Lodging: e.g., integrating databases of rideshare programs, gas card initiatives, 

flight and lodging programs like Mercy Medical or Hope Lodge, etc., so the app can recommend “You likely qualify for 3 nights free housing near your treatment at Hope Lodge”. 

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Meals & Nutrition Assistance: adding food delivery services, nutrition supplement grants, even meal train organizers if relevant. 

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Home Care & Daily Living: programs for home cleaning, caregiving respite, in-home care support or even state programs that pay family caregivers. 

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Legal & Employment Aid: including resources for legal advice on employment rights, FMLA, discrimination issues, estate planning services, etc.. 

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Mental Health & Peer Support: like free counseling programs, online support communities, peer mentor match programs (Cancer Hope Network, etc.). 

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Clinical Trials & Second Opinions: eventually, we want the app to guide interested patients to clinical trial finders or programs that fund second-opinion travel. 

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Integrative & Holistic Care Providers: a directory of integrative clinics or providers who have been vetted, possibly with filters (e.g., “find an acupuncturist near you experienced with chemo patients”). 

Essentially, anything we manually navigate for clients, we aim to have a counterpart in the app’s knowledge base, making it comprehensive. 

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Dynamic Personalization: We plan to make the app more interactive and personalized through 

advanced AI features: 

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Chat Intake Agent: Instead of a static form, users could engage with a conversational AI that asks questions in a more natural, adaptive way (“Hi, I’m Evie, Evolve’s assistant. Let’s find what you need. First, can you tell me your zip code? …”). This AI could clarify answers, probe a bit deeper if needed (“You mentioned losing income – are you currently unable to work?”). The goal is to gather a richer profile without it feeling like a dull form. 

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Vector Matching: We’ll use AI embeddings to create a “profile vector” for the user and “resource 

vectors” for programs, so we can do semantic matching beyond exact criteria. This could surface non-obvious resources (for example, a program for “young adults with serious illness” might not explicitly say “cancer,” but the AI could still match a 25-year-old cancer patient to it because semantically it fits). Vector matching = more intelligent recommendations. 

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Learning & Feedback Loops: Over time, the app can learn from user behavior. If users consistently click on certain resources or feedback that something wasn’t relevant, the AI can adjust future rankings (global or for similar profiles). It might also ask users, “Did you find this resource helpful? Yes/No,” capturing outcomes to refine the algorithm. 

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Integrative & Lifestyle Tools: We want the app to not only list external resources but also provide built-in tools for wellness: 

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Practitioner Finder: A feature to search for integrative medicine providers, therapists, dietitians, etc., by location or telehealth. This could piggyback on existing databases or our own network. Imagine a filter, “show me acupuncturists within 20 miles that treat chemo neuropathy.” 

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Supplement & Treatment Library: A knowledge base where a user can input, say, “curcumin for chemo brain” and get an evidence-based summary. The idea is to integrate something like an Outcomes4Me (which translates NCCN guidelines) or an AI that can query PubMed, but filtered to the user’s context. It could flag what’s safe or not with their treatment (with disclaimers to discuss with doctor). 

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Lifestyle Planner: Users could receive personalized suggestions for nutrition, exercise, sleep, and stress management, based on their cancer type and stage. For example, the app might generate a simple daily stretch routine or a sleep hygiene tip list for someone on steroids who can’t sleep. Importantly, these would come with citations or credentials (we’d have them vetted by our integrative experts) to maintain credibility. 

Over time, this could grow into a virtual coach – e.g., the user logs fatigue levels or mood, and the app responds with tailored tips or adjustments to their self-care plan. 

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Patient Dashboard: We envision a secure dashboard where users can save and manage the 

resources and actions: 

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They can bookmark resources they’re interested in (creating a personal checklist: e.g., “Apply to PAF grant – saved on my list”). 

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The dashboard could have a timeline for application deadlines or reminders (like “Follow up on your SSI application status in 2 weeks – [set reminder]”). 

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They might upload documents (or at least keep track of which documents are needed for which application). 

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Alerts and Updates: For example, if a new program that fits them opens up, the app could notify them. Or if one of their saved programs has a status change (“XYZ Fund is now accepting new applications”). 

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We also want to include a space for educational materials – the user’s personalized library (any guides they downloaded, copies of their resource reports, etc., all accessible in one place). 

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Ideally, the dashboard would allow some level of communication – maybe not full messaging with us in MVP2 (due to scaling human response), but potentially a chatbot for common questions or a way to request a human consultation at any point. 

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Community & Support Features: In the more distant vision (or maybe as integrations): 

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Peer Mentorship Matching: The app could facilitate connecting users to a peer mentor network. E.g., after using the resource finder, it might suggest: “Would you like to talk to someone who’s been through a similar journey? Click here to connect with a mentor.” This could integrate with existing orgs, or eventually be a moderated community Evolve hosts. 

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Support Groups & Forums: A place where users can ask questions and share experiences (with careful moderation to ensure info is correct and environment safe). Possibly segmented by topic or type of user (patients, caregivers). 

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Journaling & Symptom Tracking: Some survivorship apps have these; we could incorporate simple tracking (like mood, fatigue, pain scales) and journaling. This helps patients reflect and also, with permission, could be shared with their providers or with us for more personalized support. •  

Caregiver Collaboration: Let users invite a caregiver into their dashboard to collaborate on tasks (with appropriate privacy boundaries). 

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These community features align with the value of helping folks not feel alone, and also generate valuable anonymized data on what people are facing/discussing. 

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Monetization & Growth Pathways: While our immediate reason for the app is to enhance our 

service and lead funnel, we plan for it to have its own revenue model to scale impact: •  

Subscription Tiers: We might offer a free tier where anyone can generate a basic resource report (say limited to top 10 resources, or only financial ones), and a premium tier (monthly or annual subscription) that unlocks the full dashboard, expanded results, updates, and advanced tools. For example, $9.99/month for premium access to all features, possibly including live Q&A with an AI or a certain number of human consult credits. Patients who can’t afford it might stay free but we might monetize via other channels (ads or sponsors, carefully done). 

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Affiliate Partnerships: Many services might pay referral fees (though in the nonprofit space that’s less, but for example, maybe an insurance marketplace or a paid wig provider could affiliate). We could consider carefully curated affiliate programs: e.g., if a user needs medical travel and there’s a discount if booked via a partner. 

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Referral Revenue: The app can channel users into our paid coaching services (“Talk to a Navigator” 

as a premium add-on) – that’s indirect monetization. Also, the app might refer to external providers (like integrative doctors or mental health professionals) who perhaps pay to be listed or for referrals. We would do this in an ethical way (if a practitioner pays to be listed, we’d disclose it and vet them). 

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Licensing & White-Label: We see big potential in offering the platform to institutions: imagine a 

hospital or insurer licensing a white-labeled version of the Evolve Health app for their patients. For instance, “XYZ Cancer Center Patient Navigator powered by Evolve Health” – they pay an annual fee to give their patients access. Or employers might offer it as part of an employee benefits package (especially large companies with many employees, some inevitably dealing with serious illness). Licensing deals could significantly expand reach and revenue, and also feed us aggregated data (de identified) on needs across different populations. 

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Data Insights: With user permission and proper anonymization, the data the app collects on what 

resources people need, search for, and use can be extremely valuable. We could produce reports for policy makers or grants: e.g., “80% of metastatic breast cancer patients in our app sought financial aid for treatment travel – highlighting a major gap in local support.” This kind of data intelligence can position Evolve as a thought leader and also potentially be monetized (again ethically, maybe selling insights to healthcare organizations or using it to secure funding for expanding services). 

Long-Term Vision: Ultimately, we envision the Evolve Health Patient Resource App to be the most comprehensive, intelligent, and compassionate oncology navigation platform available. A one-stop hub where patients anywhere can find the help they need at their fingertips, with the assurance that the info is trustworthy and tailored. We want to unite verified data, AI-powered discovery, and integrative guidance all in one place.  

Strategically, the app serves multiple roles: - It’s a lead-generation engine: Many people will interact with the app before ever talking to a human from Evolve. For those who need more help, the app will funnel them into our coaching services (essentially, it casts a wider net – we can help people digitally even if they can’t afford coaching, and a portion will convert to paid services). - It provides a data-intelligence layer: By tracking outcomes (which resources get used, what gaps exist geographically or by cancer type), we can measure impact in a quantifiable way that was hard to do with just 1:1 coaching. We can identify where support ecosystems are lacking and perhaps work on filling those gaps (maybe by advocating for new programs or partnering to create them). - It allows us to scale globally without losing our soul: the human, survivor-led heart of Evolve remains (through how we program the tone, how we continue to offer human 

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support alongside). But technology can bring our mission to thousands more than we could ever reach personally. - The app is the embodiment of Pete’s philosophy: blending human warmth with intelligent systems. We often phrase it as “high-tech meets high-touch.” The app doesn’t replace the human touch – it amplifies it. It gives people agency to self-serve in a warm way (“like talking to a knowledgeable friend who has infinite time to research for you”), and it flags when a human touch might be needed (e.g., it could prompt “Would you like to speak to a navigator about these results?”). - Guiding philosophy: The tech is always guided by our core aim: restore agency, reduce overwhelm, and ensure no one faces cancer without support. Every feature we add must serve those ends. We’re not building tech for tech’s sake; it’s always about that patient who feels like they’re drowning – how do we throw them a life raft of information and help, at scale? 

In summary, the Resource App is both a product and an evolution of Evolve Health’s services. The MVP already delivers personalized resource maps algorithmically – a taste of the future. The vision is a robust platform that can be the “Waze/Google Maps for cancer support”, dynamically guiding each patient along their journey, rerouting as conditions change, and pointing out all the helpful pit stops (resources) along the way. With continued development, user feedback, and strategic partnerships, we see the app not only accelerating Evolve’s business but also transforming how support is accessed in the cancer community at large. 

12. Creative & Copy Guidelines 

To maintain a strong and consistent brand, Evolve Health follows clear creative and copywriting guidelines. These ensure that whether it’s an ad, a website page, an email, or a brochure, our messaging sounds and looks unmistakably “Evolve.” Below are the key guidelines for our voice, the words/phrases we embrace or avoid, and structural patterns we use for various content types like ads, testimonials, and landing pages. 

Voice & Tone Rules: Our voice is the personality of our brand in writing – as described earlier, it is confident, calm, grounded, and human. The tone adjusts slightly by context (empathetic for patients, collegial for clinicians, etc.), but some universal rules apply: 

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Keep it Warm but Professional: We address serious topics, so our tone is caring and sincere. We 

say “you” and “we” a lot, to make it conversational. We avoid coming off as too academic or detached, but also avoid anything that sounds flippant about cancer. The warmth should convey empathy and approachability. 

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Be Clear and Concise: Clarity is a top value, so we use plain language. E.g., instead of “We facilitate 

procurement of financial assistance,” we’d say “We help you get financial aid.” Jargon is translated into everyday terms (we’d talk about “social security disability benefits” rather than “Title II benefits,” for instance). Our sentences lean short to medium length, to ensure readability. When explaining complex concepts (like a legal process or a medical term), we break it down step by step or use analogies. 

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Empower, Don’t Patronize: Many of our readers feel vulnerable; our copy should uplift, not talk 

down. We share knowledge in an empowering way: “Here’s how you can take charge,” rather than “You probably don’t know this, but…”. We never blame or shame (obvious, but e.g., we wouldn’t say “If only you had done X sooner…”). Instead we focus on next steps and positive action. •  

Survivor-Led Authenticity: We weave in that lived experience perspective, which makes our copy unique. That might mean using first-person anecdotes from Pete in some contexts, or at least 

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reflecting insights that clearly come from having “been there.” For example, our blog might say “When I was in treatment, I learned…” or in general copy, “Many of us at Evolve have walked this road – we know how overwhelming it can get.” But we ensure any personal story usage is relevant and not self-indulgent. 

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Hopeful Without Hype: This is a mantra. We always offer hope – highlighting what can be done, 

success stories, options available – but we’re careful not to over-promise or sound like a cheesy sales pitch. So our copy avoids words like “guaranteed” or “miracle cure” obviously. We also temper optimistic statements with authenticity. For instance, rather than “We’ll solve all your problems,” we might say “We’ll do everything we can to lighten your load, and walk with you through whatever comes.” Honesty builds trust. 

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Consistency in Person & Tense: We typically write in an active voice, present tense (“Evolve Health helps…” not “has helped” in tagline contexts). When telling stories, past tense is fine, but generally active voice (“We submitted the application” vs “The application was submitted”). We often prefer  inclusive first person plural (“we’ll do this together”) when referring to working with clients, to reinforce partnership. But if distinguishing roles, “You” (client) and “we” (Evolve) is clear. 

Words and Phrases – Use vs. Avoid: 

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Words to Use: 

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“Map / roadmap” – Core metaphor for making a plan. 

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“Activate” – As in activating support/resources. 

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“Navigate / navigation” – Key to what we do. 

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“Steady / stable” – Conveys reliability. 

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“Clarity / clear” – We use these a lot to emphasize making things understandable. 

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“Calm / steady / grounded” – Describing the tone or desired emotional state. 

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“Empower / agency” – To describe giving control back to clients. 

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“Support / supported” – Core concept (though we ensure context so it doesn’t become vague). •  

“Both/And” – We love this phrase to capture integrative mindset (e.g., “Both fighting the cancer & supporting the whole person,” or “oncology and integrative – both/and”). 

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“Hope” – We do use hope, often paired with “grounded” or “realistic” to differentiate from false hope. •  

“Resilience / strength” – In contexts praising the client’s courage or framing positive outcomes (but we’re careful not to imply if someone struggles they’re not resilient). 

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“Team” – We often say “your team” or “care team” to include Evolve + medical + others collectively, so client knows it’s a collaborative effort. 

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“No one should…alone” – This phrasing shows up as a thematic slogan in mission statements. •  

“Guide” – We refer to ourselves as a guide, navigator, coach interchangeably. 

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“Overwhelm to action / chaos to clarity” – Phrases that capture transformation we aim for (these appear in tagline or descriptive text often). 

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Words to Avoid: 

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Jargon: Medical (e.g., “neoplasm” vs cancer), insurance (e.g., “Medicare Part B excess charges” would be explained in plain terms if needed), legal (e.g., say “appeal” instead of “reconsideration request” if audience is patient). We translate necessary terms: say “SSA” once then call it “Social Security” after. •  

Acronyms without explanation: First mention should always be spelled out (people might not know “SSI” or “HIPAA” or “ASCO”). 

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Sensational language: e.g., “devastating diagnosis” (we’d rather say “life-altering” or just “serious” – no need to amp up what’s already hard). Or “battle” metaphors excessively – we use them if a client uses them, but we don’t impose war language like “fight/warrior” if not needed. •  

Guarantees/Certainty: We never say “we will definitely get you X” because that’s out of our control and unethical. Instead: “we’ll explore every option to try to get you X.” 

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Negative framing of patient: e.g., avoid terms like “victim,” “sufferer” (we’d say “patient” or “person 

with cancer”). We also avoid implying weakness: we wouldn’t say “you’re overwhelmed and helpless” – even if they feel that, we’d frame it as “you may feel overwhelmed, which is natural” and then focus on support. 

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Hypey marketing buzzwords: e.g., “revolutionary program,” “secret hack,” “magic solution” – 

definitely not our style. We are more straightforward: “holistic support program,” “evidence-informed methods,” etc. 

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Absolutes: “always,” “never” – we tread carefully. For example, rather than “we always do X,” we might say “we make it a point to do X.” The only time we might use absolutes is in our promises (“We never share your info without consent” – if it’s a guarantee we actually keep). 

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Overused cliches: e.g., “at the end of the day,” “win-win” (unless maybe in partnership context but still). We prefer fresh language. 

Structural Patterns: 

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Ad Headlines: Our ad headlines (especially on Facebook where they need to be concise and compliant) often follow one of a few patterns: 

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Question format: “Overwhelmed by cancer costs?” or “Caregiving for a cancer patient?” This immediately targets the audience and issue, prompting them to think “yes, that’s me”. We have to be careful not to violate ad policy (can’t imply personal health condition of the viewer), so we phrase broadly (“Facing cancer?” is borderline; better “When cancer hits, finances suffer” – speaking generally). 

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Empathetic statement: “No one should face cancer alone.” This kind of headline grabs attention by tapping a core value (and doubles as our philosophical statement). 

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Benefit-driven: “Get support for what cancer’s throwing at you” or “Find aid your doctor might not tell you about.” These entice with a promise of help or insider info (without sounding scammy). •  

Story/quote: Sometimes a short quote from Pete or a client: e.g., “ ‘I felt lost until I found Evolve.’ ” – This piques curiosity and adds human element. 

Structurally, we keep headlines short (often under 7-8 words if possible) and clear. We capitalize in sentence case (not Title Case usually, to feel more conversational). 

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Ad Body Copy: (Beyond headline) We use a hook in the first line (something emotionally resonant or a startling fact). We often break text with spacing and emojis or bullet points on social to make it skimmable. E.g., an ad might start: “ Cancer is hard enough. Money stress makes it harder.” Then a brief story or statistic. Then bullet emojis for a few key points (like “ You might be eligible for disability income” etc.), then a call-to-action line like “Comment ‘guide’ and we’ll send you our free resource guide” or a link. That format has worked (asking for comment to engage, though that’s a tactic we use carefully to not violate platform rules). 

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Testimonials: We actively use testimonials in our marketing. For authenticity, we often quote clients or partners with their first name/role (with permission).  

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Structurally, a good testimonial we highlight is short (1-3 sentences) and specific. E.g., “Evolve Health helped me get $800/month in disability benefits and much-needed peace of mind. I finally feel like I can breathe again.” – Sarah, 58, breast cancer survivor. 

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We format testimonials in italics or pull-quote style on web and print. Sometimes we bold particularly impactful phrases. 

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We avoid generic praise like “They’re great!” – instead choose those that mention outcomes or feelings (“got my SSI approved” or “took a huge weight off my shoulders”). 

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For clinicians, a testimonial might be: “My client’s stress reduced visibly once Evolve stepped in – it freed 

our sessions to focus on therapy. Evolve is a game-changer for my practice.” – Tom, LCSW. 

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Placement: On landing pages, we might place a testimonial right after a problem-agitation section, 

to reinforce trust, or near the call-to-action as final reassurance. 

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Landing Pages & Website Copy: Our landing pages generally follow a StoryBrand-esque flow: 

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Hero Section: Big headline (one-liner of what we do, e.g., “Helping Cancer Patients Move from 

Overwhelm to Action”), supportive subtext (“Survivor-led coaching to clarify your options, line up aid, and support you through the journey” for example), and a clear CTA button (“Schedule Your Free Call”). Often with a calming hero image or illustration. 

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Empathy/Problem Section: We acknowledge the pain points: e.g., “A cancer diagnosis is 

overwhelming. You’re facing scary health decisions and managing work, bills, insurance… It’s too much for anyone to handle alone.” Might use a few bullet icons of common struggles (�� Too many appointments, mounting bills, sleepless nights worrying…). This shows we understand. •  

Introduction of Solution (Guide): Introduce Evolve briefly: “Evolve Health is a cancer navigation service built by survivors and advocates. We help you map a clear plan and get support, every step of the way.” Possibly include Pete’s mini-bio or photo here for trust, labeled “Your Guide: Pete Stevenson – Stage IV Survivor & Navigator”. 

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The Plan/Process: We visually layout the Talk → Map → Activate → Support steps, perhaps with icons and 1-2 sentence descriptions for each. This addresses “How it works” in an easily digestible way. 

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Value Proposition / Differentiators: We list our key differentiators or benefits in a nice format. Could be an icon list or a section with short headings: “ Survivor-Led Guidance – Work with someone who’s been there. Hands-On Help – We don’t just advise, we do the legwork (applications, calls) with you. Integrative & Holistic – We respect your doctors and explore safe complementary options, etc.” This essentially is the “Why us” section. 

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Social Proof: Sprinkle testimonials or logos of partners/affiliations. E.g., “Trusted by clients referred from [Therapist org logo], [Cancer center logo]…” if we have them. Or a statistic like “Over 100 families navigated” if we want to highlight experience. 

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Stakes Section (Failure vs Success): Often done via contrasting statements or a short narrative: “Without support, many patients spend countless hours stressed out on logistics, and risk missing critical help. With Evolve, you gain a clear mind and concrete support system, avoiding burnout and focusing on healing.” Sometimes we do this as a before/after graphic or just text. We aim to keep it motivational – focusing more on the positive outcome but making clear what they avoid. 

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FAQs: Common questions in an accordion: e.g., “Is this like a medical service? (Answer: We don’t 

provide medical treatment or advice, we complement your medical team…), How much does it cost? (we might say we offer a sliding scale or how initial call is free, etc.), How is this different from a 

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hospital social worker? (We provide more time and broad scope, etc.)” FAQs help address remaining objections. 

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Final CTA: We end with a section that revisits the core message and a final invitation. E.g., “You don’t 

have to do this alone, and you shouldn’t. Take the first step to an easier journey.” followed by a big CTA button (“Claim Your Free Consult”). 

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Possibly a footer with contact info, maybe a brief note “Not sure yet? Download our free guide” as a 

secondary CTA. 

Throughout the landing page, we keep paragraphs short and use a lot of headings and bullets for easy scanning. We assume people might scroll quickly, so each section’s header should convey the gist even if they only read those. 

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Email Structure: We touched on this in section 6, but structurally our emails follow the Empathy → 

Clarity → Plan → Invite format. We often use a conversational greeting (“Hi [Name],”) and sign-off with first name (Pete or the team member). We format for easy reading: short paragraphs, sometimes a few bullets if listing something, and one clear CTA (hyperlinked text or a button like “Schedule now”). We also maintain consistent email subject tagging for internal tracking (less relevant to user, but e.g., [Evolve Tips] or [Action Needed] to categorize types). 

•  

Social Media Posts: On channels like LinkedIn (for professional outreach) or Facebook/Instagram (for patient/caregiver engagement), we adapt tone slightly. LinkedIn posts might discuss industry issues (like “Financial toxicity in cancer care – how we address it”) in a thought-leadership tone but still human. Facebook posts are more community-oriented – we might share a quick tip, a client story (with permission, anonymized if needed), or an inspirational quote, always with an image or graphic. Structure wise, we often keep social posts shorter than our ads, since organic posts get less time from readers; or we use a “see more” fold after a strong first line if it’s a mini-article type post. 

Print Materials: We keep design in print simple: lots of white space, using our brand colors •  

moderately (likely calming blues/greens). Headings in a friendly sans-serif font, body text also sans serif for modern feel (accessible size like 11-12pt). We include our logo and perhaps a subtle graphic element (like our map icon). We abide by brand style like using the same tone and key phrases. 

In any copy or creative piece, we apply the “read aloud” test – we read it as if speaking to ensure it sounds natural, and the “empathy check” – making sure it feels supportive, not cold or pushy. We also double check consistency: every time we mention our process, we use the same terms (Talk, Map, Activate, Support) in that order; every time we mention our mission, we keep the wording consistent (“no one facing cancer uninformed, under-resourced, or alone” as our mission statement wording). 

By adhering to these creative and copy guidelines, we ensure that all of Evolve Health’s communications not only present a unified brand image but also truly resonate with our audience. It’s about making sure our values of empathy, clarity, and empowerment shine through in every headline, every sentence, and even every design choice. This consistency builds trust – people know exactly what to expect from Evolve’s voice: honest, helpful, and compassionate guidance at every turn.  

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