Account Dossier · Confidential

Health Business AI

The highest-revenue account in the MH-1 portfolio. An AI-native platform for healthcare practitioners — course builder, content factory, and paid ads system. Managed across Paid Search, Paid Social, and Organic Social. Compiled from Asana, Slack, Fireflies, and the working system logs.

Compiled · 2026-04-30
Slug · hbai
Tier · 2
Website · healthbusiness.ai
#1 by margin: $100K/mo retainer · $8,900 team cost · 91.1% gross margin — highest in portfolio
Contents
  1. The Client in One Page
  2. Account Team
  3. Client Contacts
  4. Channels Managed
  5. Active Priorities & Calendar
  6. Operating Cadence
  7. Data & Tooling
  8. Friction Points
  9. What Matters Right Now

1 · The Client in One Page

Health Business AI (healthbusiness.ai) is an AI-powered platform that helps healthcare practitioners — therapists, coaches, functional medicine doctors, and other clinicians — build and market their practices. Their core product is an AI content and course infrastructure: they sell access to systems that automatically generate course materials, social content, and ad creatives, tailored to each practitioner's audience and voice.

HBAI's go-to-market is B2B2C: they sign up practitioners as clients, then provide them with white-labeled AI-generated content pipelines. The practitioner gets their own Airtable-based content factory; HBAI's team (and MH-1) run the underlying AI infrastructure and paid acquisition that fills the top of the funnel. A secondary product layer — ClinicIQ — appears to be a whitelabel or sub-brand of the same content system aimed at clinics specifically.

The relationship with MH-1 started in late 2025 (contract signed, payment method confirmed ~October 2025 per Slack). The original engagement scope was a $30K/month retainer (per the #ai-deal-contracts channel). It has since grown to $100K/month — a 3.3× expansion. The account is billed at that rate with only $8,900/month in team costs, producing a 91.1% gross margin — the highest of any MH-1 client by a significant margin.

The economic fact to keep front-of-mind: At $100K/month with a $8,900 cost base, this account generates roughly $91,100 in gross profit per month. That is not a normal account. Any instability here — churn risk, sentiment decline, or scope drift — has outsized P&L consequences.
Monthly Retainer
$100K
Expanded from $30K original contract
Gross Margin
91.1%
$8,900 team cost · highest in portfolio
Sentiment Score
72
Supabase · as of 2026-04-30
Asana Score
64
Execution health signal · below par
Open Tasks
1
Of 7 total in Asana project
Done (14d)
1
Low activity for $100K/mo retainer
Overdue Tasks
1
Paid Ads Module update past due
Meetings (30d)
6
Bi-weekly sprint cadence

What HBAI sells

Known client contacts (HBAI side)

Ryan Cole — primary contact, ryan@healthbusiness.ai. CEO/founder. Decision-maker. Referenced as excited about early builds but prefers to react to something tangible first ("happy to see things on the earlier side and take with grain of salt"). Also holds email at ryan@thehealthinstitute.com.

Laura Mueseler — operational POC, laura.mueseler@healthbusiness.ai. Day-to-day feedback point. Posts all substantive feedback in the client Slack channel. Sends ad creative notes, requests meeting reschedules, shares reference content. The primary reviewer of deliverables.

Floyd Shiffman — mentioned as an HBAI stakeholder in earlier Slack threads alongside Ryan Cole.

Colt Morton — added to the client channel in March 2026; listed as a technical stakeholder in the HBAI builder deep-dive call.

The business model to understand

HBAI resells MH-1's AI content infrastructure to their practitioner clients. Each "practitioner" in their Airtable is effectively a sub-client. Laura and Ryan review and approve the content that flows to those practitioners. MH-1 is not building a campaign for HBAI the brand — MH-1 is building the factory that serves HBAI's practitioner clients. This means "performance" for this account is measured in system reliability, content quality per practitioner, and HBAI's ability to onboard and retain practitioners, not direct ROAS.

2 · Account Team

P&L Hub — Bill Rate: $100,000/mo · Direct Cost: $8,900/mo · Gross Margin: 91.1% (est.) · Highest-margin account in portfolio · View P&L Hub ↗
⚠ Roster Alert — Joe Marotta (Paid Social, $2,500/mo) is listed in the HBAI client team but has been removed from the global roster. Verify whether this engagement is still active. Also note: at $100K/mo retainer with only 3 billable team members ($8.9K total cost), the value-delivery model is highly leveraged — confirm that deliverable output matches client expectations.
NameRoleCost / moNotes
Matt GreenerCMO$3,000Account lead; also CMO at Flowcode ($2K there)
Thomas FilippaContent / Growth$3,400Content strategy + lifecycle; also at Rocket Service Pros ($1.5K there per roster)
Joe MarottaPaid Social$2,500⚠ Removed from global roster — verify active status
Steve PaulBuild / Dev (hourly)$0 current$75/hr; on HBAI roster but 0 hours currently allocated. Available for builds.
Joseph QuesadaBuild (hourly)$0On HBAI roster; $0 rate, 40h/mo listed. Engineering support as needed.

Channel Coverage Map (per P&L Hub assignments)

ChannelCo-PilotStatus
CMO / StrategyMatt GreenerStaffed
Paid Search—No dedicated co-pilot assigned in P&L Hub
Paid SocialJoe MarottaStaffed — verify roster removal status
Content / AI SystemsThomas FilippaStaffed
Organic Social—No dedicated co-pilot assigned in P&L Hub
Build / EngineeringSteve Paul + Joseph QuesadaAvailable — 0h currently allocated

3 · Client Contacts (HBAI Side)

PersonRoleNotes
Ryan ColeCEO / Primary Decision-Makerryan@healthbusiness.ai / ryan@thehealthinstitute.com. Wants to see early builds to react to. Excited about the direction. Has provided scope input on course builder V2 additions. Primary approver for strategic direction.
Laura MueselerOperational POC / Day-to-Daylaura.mueseler@healthbusiness.ai. Posts feedback on ad creatives, reschedules meetings. Active in client Slack channel. Most recent feedback: Most Aware image ads "aren't quite over the threshold" despite progress on video scripts and avatar alignment.
Floyd ShiffmanStakeholderNamed alongside Ryan Cole in earlier threads. Role not specified but treated as a key stakeholder in system design conversations.
Colt MortonTechnical StakeholderAdded to client channel March 2026 for the builder deep-dive call. Involved in architectural decisions on the course and content systems.

Data limited — additional HBAI team members may exist. No client org chart available in the working system. The internal practitioner team (VA team that uses Airtable daily) is a separate layer below these contacts.

4 · Channels Currently Managed

Context shift: HBAI is not a typical brand running direct-to-consumer campaigns. MH-1 is building and maintaining AI content infrastructure that HBAI uses to serve its practitioner clients. "Channels" here refer to the three AI-powered systems MH-1 manages — not traditional media buys.
In Iteration
Paid Social — AI Ads Content Library (Meta)
Owner: Matt Greener (CMO + de facto co-pilot) · Builder: Thomas Filippa, Marcus Mewett
Airtable + n8n automation that generates Meta ad creatives (image carousels, video scripts) for HBAI's practitioner clients. Each practitioner onboards via intake form capturing brand voice, audience, niche, prohibited content, and cadence preferences. The system produces batches per practitioner on a weekly/bi-weekly/monthly schedule.

Current iteration focus (as of 4/29): Eight specific enhancements shipped 4/24 including: more visual variety across ads, stronger semantic avatar alignment, copy-image coordination, native/feed-blended feel, human presence improvements, carousel progression structure (problem → insight → solution → CTA), format-to-audience-stage matching, single-CTA discipline (free class only). Client feedback received; refinements in progress. A known mid-generation failure ("stopped mid-way through carousels" for Angie Hammer) was flagged 4/29 and confirmed resolved same day.

Status signal: Laura's feedback on Most Aware image ads — "so much progress...video scripts are in a great place...but not quite over the threshold." The system is iterating toward production quality but is not yet stable.
In Build
Organic Social — AI Content Library (ClinicIQ)
Owner: Thomas Filippa · Builder: Thomas Filippa, Marcus Mewett
A version of the Paid Ads content factory adapted for organic social content. ClinicIQ is the sub-brand/vertical — it extends the practitioner-focused system to clinical practices. B-roll generated; sub-topic content integrated into prompts (confirmed 4/24). Final logic tweaks in progress to ensure voice and messaging land for ClinicIQ's clinic-specific audience (vs. individual practitioner focus of the original system).

ClinicIQ technical dependency: Needs a dedicated domain (app.cliniciq.com) for email. GitHub repo (TheClinicIQ/cliniciq-master-build) was missing Layer 1 Steps 1 and 2 (data schema) as of late April — Matt flagged this to Ryan. ClinicIQ also needs its own tone-of-voice, brand guidelines, and positioning materials before the build can be fully customized (flagged by Thomas 4/19).

Status signal: System "ready for testing" as of 4/29. Client not yet given green light.
Active — Scope Unclear
Paid Search
Co-Pilot: Raaja Nemani (Asana member) · Status: limited data
Paid Search is listed as one of the three managed channels. Raaja Nemani is on the Asana project. However, there are no active Asana tasks tied to Paid Search, no recent Slack updates from Raaja specific to HBAI search campaigns, and no campaign structure or performance data surfaced in the working system.

Data gap: It is unclear whether Paid Search is actively running, in setup, or still being scoped. Given that no search-specific tasks appear in Asana and the only overdue task is the Paid Ads Module update, this channel may be at earlier stages than Paid Social and Organic Social. Requires direct confirmation from Matt or Raaja.

Underlying infrastructure stack: Airtable (client/practitioner database + content queues) · n8n (automation workflows — hosted under MH-1 account, previously hitting credit limits) · KIE.ai ($50 credits for AI video generation, autopay enabled) · PLACID (template generation — was awaiting account creation) · Notion (MRDs and documentation) · Google Drive (practitioner webinar scripts and client materials) · GitHub (TheClinicIQ/cliniciq-master-build)

5 · Active Priorities & Calendar

Open Asana tasks (as of 2026-04-30)

TaskAssigneeDueStatus
HBAI Update Paid Ads ModuleThomas Filippa2026-04-24Overdue
Client Delivery: Friday EOW SummaryMatt Greener2026-05-01Due Tomorrow
Client Delivery: Monday Performance UpdateMatt Greener2026-05-04Open
Client Delivery: Wednesday Mid-Week Check-InMatt Greener2026-05-06Open
HBAI CostsJarred Goldberg2026-05-01Due Tomorrow

Recently completed (last 14 days)

TaskAssigneeCompleted
Client Delivery: Wednesday Mid-Week Check-InMatt Greener2026-04-29
Client Delivery: Monday Performance UpdateMatt Greener2026-04-27
ClinicIQ - Organic Social ModuleThomas Filippa2026-04-28

Near-term priorities from Slack (last 2 weeks)

Asana project structure

Asana project "Health Business AI" (GID 1214119259659310, owner: Andrea Carstens). Sections: Untitled · Recurring Tasks · Co-Pilot Requests · Build Requests · Creative Requests · Completed · Meetings. 7 total tasks, 3 completed, 4 incomplete. This is an exceptionally lean task load for a $100K/month account — likely under-tracked relative to actual work in flight.

6 · Operating Cadence

7 · Data & Tooling

Connected / accessible

Notable data architecture point

Unlike Swimply, Soko Glam, or BloomTech — where MH-1 queries platform data (GA4, Klaviyo, Meta Ads, Snowflake) via the MH-1 Data Middleware — HBAI's data lives entirely in their own operational systems. Performance measurement for this account is informal: content generation counts, practitioner feedback, ad creative iteration cycles, and client-stated satisfaction. There is no connected analytics stack producing quantifiable ROAS, CAC, or LTV data for MH-1 to report against.

Critical gap: No performance metrics framework exists for this account. At $100K/month, "how is MH-1 performing for HBAI?" cannot be answered with data. This is both a retention risk and a scope-expansion limiter.

8 · Friction Points

  1. Low Asana task activity for the highest-revenue account. Only 7 tasks total, 1 open, 1 done in 14 days. Either significant work is happening off-system (in Slack DMs, Notion, or ad-hoc), or the account is genuinely under-served relative to its fee. Either scenario requires resolution.
  2. The only overdue task — Paid Ads Module update — is a week past due. Thomas Filippa's task was due 4/24. The internal Slack shows active work happening (testing over the weekend, fixes applied), but no Asana update and no client-facing closure confirmation.
  3. Matt Greener is carrying too much. CMO + Paid Social co-pilot + primary client communicator on a $100K/month account is too thin. Drea herself flagged there's "no official co-pilot for Paid Social." If Matt loses bandwidth, there is no backup.
  4. No measurable performance framework. HBAI's stack is Airtable + n8n + GHL — none of which feeds into MH-1's data layer. There is no dashboard, no weekly KPI report, no conversion tracking. Client updates are qualitative ("the ads are almost there"). For a $100K/month engagement, the absence of a metrics layer is a retention and expansion risk.
  5. Recurring technical fires in the content factory. The Airtable "Generate Content" checkbox failing for multiple practitioners (John Butler, Kyle Loveless, John Heary, Angie Hammer) — flagged as urgent by Laura 4/29, resolved same day. But this pattern of production failures reaching the client (via their VA team) suggests the system is not yet production-stable.
  6. ClinicIQ has open dependencies blocking the build. Missing GitHub data schema (Steps 1 & 2 of Layer 1), no domain set up (app.cliniciq.com), no ClinicIQ-specific brand guidelines provided to the team. Thomas explicitly flagged this April 19 — these are blocking progress and have not been resolved.
  7. Airtable collaborator access is broken for the client. Ryan and Laura were added as collaborators but cannot access — workspace owner approval needed. This means HBAI's team is operating blind on the content queue that serves their clients.
  8. Thomas Filippa's $1.9K/mo retainer request is unresolved. He has been billing $2–4K ad-hoc per project. Dan flagged it to Chris and Jarred — outcome not confirmed in available Slack. Given the account's 91.1% margin, there is room, but it needs a decision.
  9. Sentiment at 72 is low for an account this size. Not in danger zone, but a 72 sentiment on a $100K/month account warrants active monitoring. The pattern of "almost there" creative feedback, unresolved access issues, and overdue tasks is consistent with mild but building client frustration.

9 · What Matters Right Now

The central question for this account: Are we delivering value proportional to $100K/month? And do we have systems in place to prove it?

  1. Get Laura's green light on Paid Ads Content Library — this week. The enhanced system has been ready since 4/24; Matt confirmed it again on 4/29. Every day it sits in "awaiting approval" is a day the system isn't generating value for HBAI's practitioners. Send a direct, frictionless approval request with a concrete next-step if yes. Don't let this slide another week.
  2. Close the Paid Ads Module Asana overdue task. Thomas Filippa's task has been past due since 4/24. The work is happening — weekend testing, fixes applied, 4/29 production fire resolved. Update Asana, write a brief completion note, and close it. Leaving an overdue task open on the highest-margin account is a hygiene failure that compounds the Asana score of 64.
  3. Unblock ClinicIQ's two hard dependencies before the next client call. (a) Push Ryan Cole to merge Steps 1 & 2 (data schema) into the cliniciq-master-build Layer 1 directory — without this, the build stalls. (b) Get app.cliniciq.com domain and email configured. Both were flagged April 19–28 with no confirmed resolution. These are client-side blockers that Matt needs to chase on the next call.
  4. Fix the Airtable collaborator access this week. Ryan and Laura cannot see the content queue that serves their practitioners. This is unacceptable for a $100K/month engagement. Whoever owns the workspace (likely MH-1 via info@marketerhire.com) needs to approve the collaborator invite. Dan or Drea should own this.
  5. Decide on Thomas's $1.9K/month retainer — don't leave it floating. He's been invoicing $2–4K ad-hoc, which means the account is inconsistently staffed on its most critical technical role. A formal retainer at $1.9K is cleaner and cheaper than ad-hoc overages. Chris / Jarred / Dan need to close this. It's also relevant to the HBAI Costs task due 5/1.
  6. Build a performance measurement framework before the next QBR window. The absence of any KPI dashboard or metrics layer is the single largest risk to this account at renewal. Define what "success" means for HBAI: practitioner content output volume? Ad creative approval rate? Content generation uptime? Practitioner retention? Then build a simple weekly metric to report against. This doesn't need to be complex — it needs to exist.
  7. Address the Matt Greener single-point-of-failure risk. Matt is CMO, Paid Social co-pilot, and primary client communicator. Identify and brief a backup on the account — at minimum someone who knows the context and could step in on client communications. On a $100K/month account, a 1-week gap in coverage is material.
  8. Investigate the sentiment gap: 72 on a $100K account is a signal. Talk to Matt directly: what's the temperature with Ryan and Laura? The creative feedback ("almost there but not over the threshold") combined with unresolved access issues and overdue builds suggests client patience is being tested. A proactive check-in — separate from the normal bi-weekly call — would be worth considering. At this retainer level, a surprise churn would be catastrophic.

Data notes: Client snapshot (sentiment 72, Asana score 64, open/done/overdue task counts, meetings 30d) sourced from Supabase snapshot 2026-04-30. Asana task data pulled live via API. Slack data from #cust-healthbusinessai-marketerhire and #proj-internal-healthbusinessai. No BigQuery or MH-1 Data API connection exists for this account — all performance data is qualitative. P&L figures ($100K retainer, $8,900 team cost, 91.1% margin) from the PL Hub snapshot provided. Some team member roles (especially Raaja on Paid Search) inferred from Asana project membership and have limited Slack corroboration.