The problem with most marketing audits
Most marketing audits are built for businesses optimizing conversion funnels. They measure clicks, open rates, and follower counts — metrics that matter for volume-based models but tell you almost nothing about whether your DPC marketing is actually building the kind of trust that fills a panel.
This audit is different. It's built around the neuroscience of patient decision-making — specifically, the psychological patterns that make some DPC marketing feel trustworthy and others feel like a sales pitch, even when the intentions behind them are identical.
What it measures
The audit covers five sections, each targeting a different dimension of how patients experience your marketing:
- How your content handles the amygdala hijack — whether it creates a sense of safety or subtle threat
- Whether your presence is consistent enough to trigger the Mere Exposure Effect
- How authentic your communication style reads to someone who doesn't already know you
- Whether your messaging acknowledges the status quo patients are leaving behind
- How clearly your marketing signals that you belong to the DPC world
How to use your score
The audit returns one of three result tiers with specific, actionable guidance for your score range. It's not a pass/fail — it's a diagnostic. The goal is to identify the one or two places where small changes in how you communicate would have the biggest impact on how patients experience your practice before they ever book.
Built with My DPC Story
This audit was created in partnership with My DPC Story — the leading podcast for Direct Primary Care physicians. The questions are grounded in what the DPC community is actually experiencing, not generic marketing theory.