Pivot the weakest healthcare email from an 'your record is out of date -> buy an
update' sell into a free, value-first compliance check (the funnel already
exists: /tools/npi-compliance-check + /api/v1/npi/lookup run 5 live gov checks --
NPI status, Medicare revalidation, OIG/SAM exclusions, NPPES freshness -- and
deep-link to the right paid fix).
- Subject: 'A free compliance check for your NPI' (was 'may be out of date').
- Header: 'Free NPI Compliance Check' covering NPPES/revalidation/exclusions/NPI.
- Body: keep the REAL last_updated date as a credibility hook ('we pulled your
public records'), but frame it honestly ('that's usually fine') and pivot to
the broader free check. Adds a 4-item 'your free check covers' card.
- CTA now -> /tools/npi-compliance-check?npi={npi} (prefills + auto-runs their
own check on landing) with @TrackLink + UTM; dropped the straight-to-order
NPPES CTA and the redundant 'look up on NPPES' button.
- Reassurance reframed to free-first ('the check is completely free; a fix is
optional, flat-fee'). cta_path updated in the segment registry.
- Verified: render + plaintext + headless screenshot, CTA tracked, no stray
order link, zero unfilled tokens.
An old NPPES last_updated date does NOT mean the practice closed or that CMS
penalizes them: an NPI never expires and there is no NPPES login schedule. Many
records are stale precisely because nothing changed. Removed the overclaim that
an old record 'has almost certainly drifted' and the false 'attest periodically'
duty. Now states the real rule (correct NPPES within 30 days of a change) and
makes the harm conditional ('if anything has changed since then, your record is
now out of date'). Keeps NPPES distinct from Medicare revalidation/PECOS, which
is the separate segment that actually carries deactivation stakes.
The NPPES 'may be out of date' email previously asserted staleness with no
per-record evidence (softened earlier to a generic 'periodic review required').
NPPES is fully public and every record carries basic.last_updated, so we now
cite the actual government date the provider can verify on the registry.
- enrich_nppes_last_updated.py: joins real basic.last_updated /
enumeration_date / deactivated onto the institutional list via a cached,
resumable per-NPI crawl (no batch endpoint exists). Adds nppes_last_updated,
nppes_enumeration, nppes_years_stale, nppes_deactivated.
- cron: new 'nppes_stale' selector mails ONLY records >= 3yrs stale (env
HC_NPPES_STALE_MIN_YEARS) and excludes deactivated NPIs; empty date => no
match, so we never claim staleness without the government date to back it.
- template: headline + official-record card now show the real last_updated
date and ~N-years-ago, sourced to npiregistry.cms.hhs.gov.
- attribs + test SAMPLE expose the new fields; verified render + plaintext.
Diagnosing zero healthcare sales (11k sent, 5479 opens, 0 clicks, 0 orders).
Root cause of clicks=0: Listmonk only registers a link for tracking when the
href ends with the literal @TrackLink marker; all 10 hc templates lacked it
(trucking/CRTC have it). So the entire funnel was unmeasurable below 'open'.
Changes:
- Click tracking: append @TrackLink + UTM to every /order/ CTA across all 10
templates (external gov self-verify links left untracked on purpose).
- Remove all service prices from emails (99/49/49/99yr/9mo). Price is
now revealed on the order page after value is established; catalog
(api/src/service-catalog.ts) stays source of truth. Kept the 0,000 OIG
penalty stat (regulatory fact, not our price). Added a neutral 'flat fee shown
up front' reassurance block where the fee table used to be.
- Compliance/honesty: the nppes_outdated email asserted a per-record
'FLAGGED OUT OF DATE / detected' status, but its selector only checks
deliverability and the data has no NPPES last-updated field -> unsubstantiated
for every recipient. Reframed to a generally-true periodic-attestation message
('PERIODIC REVIEW REQUIRED', 'most practices drift out of date'). Same hedging
applied to npi_reactivation ('may be deactivated ... confirm on official
sources'). Substantiated reval 'past due' claims (backed by the public CMS
Revalidation list) were kept.
- Fixed stale $299 OIG metadata in build script -> $79/mo (reference only).
Docs: docs/healthcare-competitive-pricing.md (benchmark research) and
docs/healthcare-email-compliance-review.md (CAN-SPAM / FTC / impersonation pass;
flags SOC2/HIPAA/PCI badge claims for owner confirmation).
Verified headless: all 10 render with 0 JS errors, exactly 1 tracked CTA each,
no price leaks.
- Upgrade the plain teal record banner to the authoritative barber-pole 'Official
record' banner in the personal/turnover/overdue-personal templates (the switch
to personal templates had dropped the striped look from live revalidation sends).
- nppes_outdated: replace plain info table with the striped 'Official record -
NPPES NPI Registry' card (status honestly labeled as our compliance flag).
- Wire revalidation_overdue -> hc_revalidation_overdue_personal.html with a direct
past-due subject ('Your Medicare revalidation is past due - let's get it filed')
and PAST DUE status + days-overdue in the record card; due_soon stays warm.
- Striped card now on all 7 templates that show a real record; oig_screening and
compliance_bundle correctly omit it (no specific record to display).
Per your call: add the same personal founder card (headshot linked to /about,
service-neutral satisfaction-guarantee quote, signature, title) to the four
remaining HC templates for a consistent trust signal across all healthcare
outreach. Kept the factually-direct subjects where the situation IS past-due/
deactivated (npi_reactivation) -- only the framing softens, not the facts.
All HC templates now use the v2 signature.
CAN-SPAM requires a valid physical postal address in every commercial email.
All 8 HC campaign templates and the FCC campaign_template.html only had
'Cheyenne, WY' (no street) -- added the full
'525 Randall Ave Ste 100-1195, Cheyenne, WY 82001' to match the (already-correct)
trucking templates. Audited every Listmonk source/sent campaign + wrapper
templates: all active sends carry address + unsubscribe.
Also: revalidation segments now use hc_revalidation_personal.html with subject
'Let's make sure your Medicare revalidation is handled in time'.
Refresh (hc_data_refresh.py):
- CRITICAL: drop optout_ending from REFRESHED_FIELDS -- the refresh never
computes it, so propagating it blanked the channel CSVs and would starve the
compliance_bundle segment (whose selector IS optout_ending).
- MAJOR: only rewrite leie_excluded when OIG was actually pulled (guard was
'not skip_oig OR not skip_sam', so a --skip-oig run blanked all exclusion
flags). Also write 'Y' (matching the original list builder) not '1'.
- Use 'no_reval_flag' (the original vocabulary) instead of 'not_on_list' when an
NPI drops off the reval list, and clear reval_due_date too.
- Throttle politeness: move time.sleep(0.05) above the early-continue paths so
EVERY CMS request is spaced, not just the minority that are on the list.
- Guard blank-NPI rows (leave their status untouched instead of mislabeling).
- Master write preserves any columns beyond HEADER (no silent column drop).
Warmup cron (build_healthcare_campaigns_cron.py):
- Fix the daily-slice split: it summed to less than the budget (dropped ~2/day)
and could OVERSHOOT on tiny totals (each 'other' floored to >=1). Now uses
divmod for an even remainder and reclaims rounding onto the lead, so
sum(per_seg) == total_slice exactly for every input (verified 0,1,2,7,100,300).
Templates: the non-revalidation emails rendered {{ .Subscriber.Attribs.detail }}
(a reval due date) under a 'Practice'/'Status'/'Record' label -- a wrong/
confusing personalization on a live send (esp. OIG, selector 'any'). All four
now show the practice name; 'detail' is retired from rendering (revalidation
uses reval_due_date/days_overdue directly).
The revalidation email had a 'check the official CMS record yourself' proof
block (the strongest trust signal), but the other four healthcare programs had
none -- just the generic SOC2/guarantee footer. Each now points the provider to
the actual public government source that backs its claim:
- NPPES outdated -> 'Look up my NPI on NPPES' (npiregistry.cms.hhs.gov, fully
public; shows the exact address/taxonomy/contact payers and CMS see).
- OIG screening -> 'Search OIG LEIE / Search SAM.gov' (exclusions.oig.hhs.gov +
sam.gov), with an honest note that a one-time self-search isn't the documented
recurring screening CMS expects.
- Reactivation (deactivated) -> deactivation isn't a single public dataset, so
this is framed honestly: most deactivations follow a lapsed revalidation
(public CMS Revalidation list) and show in NPPES; also 'are your claims
paying?' as a self-check. No fabricated 'deactivated record' card.
- Compliance bundle -> all four official sources (CMS Revalidation, NPPES, OIG
LEIE, SAM.gov) it monitors year-round.
All four government URLs verified reachable (200/302). No paper/mail filing
mechanics revealed; CMS/NPPES/OIG/SAM public names are fine and signal
expertise.
- Add the 'Performance West is an independent compliance firm, not affiliated
with CMS or Medicare' footer disclaimer to the 4 remaining HC emails
(reactivation, NPPES, OIG/SAM, bundle), matching the revalidation email.
OIG email also names the OIG and SAM.gov it references.
- Scrub client-facing mechanics: drop the CMS-855 form number from the
reactivation CTA and the PECOS system name from the revalidation CTA; clean
the same out of source comments.
