A working recommendation on provisioning, regional structure, and whether it is worth doing this for all 260 practices or only some of them.
You already know the Meta identity problem better than I do. This isn't an explainer. I spent a few hours mapping how other DSOs at our scale have solved this, talked through tradeoffs with the team, and pulled it into one document so we can decide direction together. Push back on anything that doesn't match what you're seeing in the field.
The honest read: most general dentistry practices generate the bulk of search-driven new patients from Google Business Profile, not Instagram. Building 260 polished Meta presences burns weeks of effort for diminishing returns on the bottom 60 percent of the portfolio. Concentrate the work where it pays back.
High-growth markets, cosmetic and implant focus, paid-ad practices. Page, Instagram, GBP, TikTok where it fits, paid spend, dedicated local champion, Reels cadence.
Established practices with reasonable patient flow. Page and Instagram created and run by the content engine. Optional champion. No paid spend until ROI shows.
Smaller markets, low social demand. Claim and verify Google Business Profile. Defer Page and Instagram until growth data justifies the lift. Most of the real ROI lives here for free.
Zernio is already the distribution layer the Content Engine publishes through. Once a practice has its Page and Instagram connected to Zernio, the engine drives the cadence. The bottleneck is the one-time provisioning, not the recurring posting. So we right-size the one-time cost.
Three real options. The first two each fail in a specific way. The third is what we should do.
| Option | How It Works | Why It Fails |
|---|---|---|
| You do it all | Korrine logs in, creates Page, IG, GBP per practice. 30 to 60 minutes each. Multiply by 250. | 125 to 250 hours of your time. Plus you become the single point of failure on every account. |
| One champion per practice | Each practice identifies a willing staff member to create the Page under their personal profile. You invite them into the portfolio and claim the asset. | You need 260 willing humans. Many practices won't have one. Quality varies wildly. Turnover takes assets with it. High friction. |
| Dedicated 60-day provisioning sprint | Hire two part-time VAs or one full-time provisioner for 60 days. They batch-create Pages, IGs, and GBPs under SGA's regional portfolios using SGA-admin profiles. You design the standards and audit weekly. | ~$8 to 15k of labor, one-time. Korrine stays in design and audit mode, not data entry. |
Option three. Pair it with the tiering above so the provisioner only sets up Tier 1 and Tier 2 fully (~110 practices). Tier 3 gets GBP only, which is even faster. Realistic total: 6 to 8 weeks of dedicated provisioning work, not a year of Korrine's attention.
No. We need a champion in Tier 1 (the ~30 priority practices). Those are the ones where local content and rapid DM response actually move revenue. For Tier 2, the Content Engine handles posting and we route DMs centrally or to the practice manager's email. Tier 3 doesn't need a champion at all — GBP review responses and posts can be centralized.
Worth it for ~110 practices, not 260. The math:
You mentioned 13 or 14 regions. I'm assuming 14 for planning. Each region holds the Pages, ad accounts, and pixels for the practices inside it. Korrine plus two corporate backups carry admin across the parent. Local champions only ever get scoped employee access on their own practice's Page, never portfolio-level admin.
Meta's UI degrades past roughly 100 assets in a single portfolio, and any compromise event spreads to every sibling asset. Splitting by region caps blast radius at ~18 practices and keeps the admin UI usable. Specialty (Innovative Dental) gets its own portfolio because its identity, content, and ad cadence run differently from general dentistry.
| Phase | Window | What Gets Done | Who |
|---|---|---|---|
| 1. Foundation | Week 1 to 2 | Verify SGA parent Business Portfolio. Enroll 3 admin profiles with hardware 2FA. Create 14 empty regional portfolios. Tier the 260 practices into 1, 2, 3. | Korrine + Dakota |
| 2. Audit | Week 2 to 4 | Inventory every existing Page, IG, GBP, and ad account. Flag champion-personal assets. Score recovery risk. Establish naming conventions per practice. | Provisioner + Korrine |
| 3. GBP First | Week 3 to 6 | Claim or verify Google Business Profile on all 260 practices. This is the highest-ROI, lowest-effort work and unblocks Tier 3 entirely. | Provisioner |
| 4. Tier 1 Build | Week 4 to 7 | Full Meta + IG + TikTok setup for the 30 priority practices. Connect to Zernio. Identify and train champions. First content cadence live. | Provisioner + Korrine + Champions |
| 5. Tier 2 Build | Week 5 to 9 | Meta + IG setup for the ~80 standard practices. Connect to Zernio. Content Engine drives cadence. No champions required. | Provisioner |
| 6. Wrap | Week 9 to 10 | Final audit. Document runbooks for onboarding new acquisitions, offboarding departing champions, and quarterly drift checks. Hand off to steady-state. | Korrine |
If this direction feels right, the immediate ask is just confirmation of the 14 region names and the two HQ admin backups. Everything else flows from there and I can have the provisioner scope ready within a week.