Cheat sheet: Ben's three calls, Thu 12 Nov

Source: Ben's calendar for 12 Nov 2026, read 12 Nov 13:55 UK

Also in your diary tonight: 18:30 a 20 minute client call (you have not answered that invite) and 20:00 a 60 minute client kick-off. So the 19:00 starts ten minutes after one call ends, and the 21:30 starts 30 minutes after another.

What has happened so far

Source: Ben's mailbox and the LinkedIn review notes, read 12 Nov 2026

His own words, to use

Source: Ryan's own LinkedIn message and emails, read 12 Nov 2026

Where the gap may be (test these, do not tell him)

• New surgeon owners mostly find OrthoLazer: referrals, Dr. Sigman's name, conferences and a request-info form. Nothing goes out and finds them first.
• There is no owned list of the orthopedic practices that should be next. That market can be listed by name from public provider data.
• The owners already in the network are the natural buyers for new service lines, and nobody works them as a channel.

Say it: three ways in

1. "Ryan, thanks for making the time. I moved our call on you back in August, so I appreciate you coming back to it. Before I say a word about us: are you still running market expansion at OrthoLazer, and what does that cover today?" (Call 1 sheet Q1)
2. "How does a new surgeon owner find OrthoLazer today? Roughly what share comes from referrals, conferences and the website?" (Q6)
3. "If I asked for the single biggest limit on growth right now, is it finding more surgeons to talk to, turning talks into signed centers, or getting centers open?" (Q4)

Then ask

• Who signs for a new center: one surgeon, a practice group, a hospital? (Q2)
• What is a new center worth to OrthoLazer, how long from first talk to signed, and how many signed last year? (Q3)
• How much time and money goes on conferences each year? (Q7)
• Has OrthoLazer tried outbound before? What tool, and what happened? (Q8)
• What holds the surgeon pipeline today: a CRM, or his own head? (Q9)
• The number he owns: how many new centers is he on the hook for this year, and who sees it if it is missed?
• Who else decides: Rod Mayer, the CEO? Dr. Sigman?

Goal: find out if he still owns growth at OrthoLazer and what a new center is worth. If he does, book Call 2 with Dan before you hang up.

Price: he has the range in writing from 6 Nov. On 25 Aug you wrote that he would get a real answer on cost on the call, once you knew what OrthoLazer needs. So expect him to ask. Say the range again, word for word, then the question. The fitted figure comes with the proposal, once you know what would be built. If he pushes, say exactly that.

Watch

• Do not send the August overview page as it stands. It is signed by Jamie, it points at an old booking link, and its numbers are from August (90,000 treatments, where their site now says 363,000+).
• Our first LinkedIn note called him "new in your role at Big Brothers Big Sisters of Greater Rochester" and pitched that. It looks like a board or volunteer seat [confirm]. Do not raise it. If he does, own the slip.
• Proof is "we have achieved", never "you will get".
• News in the last 90 days: nothing found, back to 14 Aug (web search and their site).

Open in a tab: the August overview page (for your eyes only) and OrthoLazer's site.

What has happened so far

Source: Ben's and Dan's mailboxes and the lead note of 6 Nov, read 12 Nov 2026

His own words, to use

Source: Mike's LinkedIn reply, his email and his booking form, read 12 Nov 2026

What our page told him

• The headline: "The clinicians who have not met Evvy yet, reached between the conferences."
• It says our first question today is how much provider growth comes from conferences, inbound interest or partners.
• Three things to test first: outreach before and after each conference, one list per specialty (OB/GYN, nurse practitioners, fertility clinics, concierge practices), and messages that lead with the evidence.
• After four months Evvy keeps the list, the domains, the mailboxes and the playbook.

Where the gap may be (test these, do not tell him)

• Provider growth that waits for conferences and inbound. Evvy's provider page lists ACOG, ASRM, IDSOG, ISSVD and ISSWSH.
• A fertility push with new money behind it. Job boards this year showed a Head of Commercial role and a Fertility Account Director role at Evvy [confirm on the call].
• A new provider team with no named list yet of the next clinicians to win, by specialty and state.

Say it: your 30 seconds on what we do

"We build an outbound sales unit for medical companies. We run it for four months to prove it, then hand it over so your team owns it. For Evvy that means a named list of the clinicians who decide which tests a practice orders, messages written for each of them, and the warm replies handed to your team."

Say it: three ways in

1. "Mike, thanks for grabbing time. You said it's early and exploratory, and that suits us. What have you been asked to build on the provider side, and by when?" (Call 1 sheet Q1 and Q4)
2. "Our page said this would be the first question: where do new providers come from today? Conferences, patients bringing the test to their doctor, inbound, partners?" (Q6)
3. "The Series B news talked about fertility and IVF. Is that where your first push goes, or is it OB/GYN?" (Q2)

Then ask

• Who decides which test a practice orders: the physician, the nurse practitioner, the practice owner? (Q2)
• What is one active provider worth in a year, and how long from first talk to first order? (Q3)
• The number he owns this year: new providers, active providers or tests ordered? Who sees it if it is missed?
• Which conferences matter most, and what happens to the names from the booth in the week after? (Q7 and Q8b)
• Has Evvy tried outbound to clinicians before? Who ran it and what happened? (Q8)
• What holds provider accounts today: a CRM, the portal, a spreadsheet? (Q9)
• Who does he report to, and who signs a spend like this?

Goal: leave knowing what he owns, where new providers come from today, and who signs. Then book Call 2 with Dan, and with his boss if there is one.

Price: no figure on this call. If he asks, the range, word for word (it is at the foot of this page).

Watch

• Clinical claims belong to Evvy. Their team approves every claim in any message. Do not quote their accuracy or outcome numbers as ours.
• Our page names the NPWH meeting. Evvy's own page lists five others. Ask which ones matter. Do not defend ours.
• Proof is "we have achieved", never "you will get".
• News in the last 90 days: the $40M Series B, 15 Sep 2026.

Open in a tab: the page we built for Evvy and Evvy's page for providers.

What has happened so far

Source: Ben's mailbox and the cold email thread, read 12 Nov 2026

His own words, to use

Source: Julian's own emails, read 12 Nov 2026

What we have promised him (keep to it)

• He keeps the full list of 60 hospitals, each with the person who signs off, a work email and a phone.
• The ten-hospital offer, from your 2 Nov note: our team contacts ten hospitals for Sunstar, on us, by phone and on LinkedIn. Any meeting it books is his.
• The ten are the five open on his page plus five more he picks from the 60.
• This call picks the five and agrees what we say about Sunstar.
• No price, no figure and no promised result goes with the offer.

The five already open on his page (each names the President and CEO, checked 9 Oct)

• Blanchard Valley Health System, Findlay, Ohio
• Floyd Medical Center, Rome, Georgia
• Children's Hospital of The King's Daughters, Virginia
• Mount Sinai Medical Center, Florida
• Saint Anthony Hospital, Chicago

The other 55: The names for rows 6 to 60 are hidden on his page. The full sheet is in your Gmail drafts now, subject "Sunstar: the full 60 hospitals for tonight's 9:30 pm call". It has all 60 rows with name, title, email and phone, in the same order as his page. Open it before the call so you can share your screen. Nothing went to Julian.

What he may push on, and what to say

Source: His page (read 12 Nov 2026) and the cold email of 22 Oct

Say it: three ways in

1. "Julian, thanks for sticking with us, and sorry we were slow at the start of the month. You asked what our angle is. Here it is: the list is yours to keep. We build outbound sales teams for medical companies, and this is how we show the work first."
2. "Before I open the list: which states can Sunstar serve today, and where do you want to be next?" (Call 1 sheet Q1)
3. "When a hospital signs with you, who started that conversation and who signed?" (Q2)

Then ask

• What is one hospital contract worth in a year, and how long from first talk to go-live? (Q3)
• Where do new hospital deals come from today: referrals, conferences, bids, his own network? (Q6)
• What limits growth most: more first talks, clinician capacity, or licenses in new states? (Q4)
• Has Sunstar tried outbound before? What happened? (Q8)
• The number he owns this year: how many new hospital contracts?
• For the ten: which five more, the one or two lines we say about Sunstar, and who takes the meetings.

Goal: pick the ten, agree the words, and book a second call for when the first answers are in. That second call is where the bigger talk starts.

After the call: send him the full list the same day. Then pass his ten and the agreed lines to Selina. No hospital gets a call before that.

Price: no figure on this call. If he asks, the range, word for word (it is at the foot of this page).

Watch

• This is a general US hospital list from our pool of 148. It was not picked for behavioral health need. Ask what makes a hospital right for Sunstar before you pick the five.
• The emails and phones were checked on 9 Oct. He will know some of these people. Let him correct the list.
• Floyd Medical Center now trades as Atrium Health Floyd. Check the CEO's name before anyone rings [confirm].
• His page shows our own results: 88 interested replies and 33 sales calls booked in the week of 12 to 18 Oct 2026. Say "we have achieved", never "you will get".
• News in the last 90 days: nothing found, back to 14 Aug (web search and their site).

Open in a tab: the page he has, with the list and Sunstar's site.

Say this, word for word: "We work with startups at $1k a month up to mid-market firms with sales teams of 20 at $20k a month. It really depends on scope and how much money it makes you." Then: "How many new clients a quarter would make this worth it for you?"

Nothing else about price on any of the three calls. The fitted figure is said live on a later call, by a person.