# Launch checklist — Healthcare

The launch checklist with the rows a provider needs before a campaign starts: capacity confirmed for every advertised service, every claim cleared by clinical review, the targeting checked against what the platform permits, and the booking path tested end to end.

Everything else is the general checklist, unchanged. One row per check, with an owner by name, a due date relative to the start, an honest blocking flag, a verification method and evidence kept.

## How to use it

1. Copy this file, or the CSV version if you would rather work in a sheet.
2. Delete the rows that do not apply to this launch rather than marking them as not applicable.
3. Give every row an owner by name, and a due date relative to the start.
4. Be honest about which rows block, and keep that list short enough to mean something.
5. Write how to verify before the week of the launch, while there is time to think.
6. Keep the evidence, not just the tick.
7. After the launch, add the rows you wished you had had.

## The columns

**Area** (Text). Which part of the launch this belongs to: capacity, claims, targeting, booking, pages, access. Capacity is first because it is the one thing spending cannot recover from.

**Check** (Text). The thing to confirm, written as something a person can do and answer: open the appointment book and record the next available date for each advertised service.

**Why it matters** (Text). What goes wrong if it is missed: enquiries answered late or offered a wait nobody expected, which damages the next campaign as well as this one and cannot be corrected by editing anything.

**Applies to** (Text). Which campaigns this covers: the patient campaigns, the referrer campaigns, one service or all of them. A practice runs small launches constantly and a row should say which it applies to.

**Owner** (Text). The person who does this check, by name, and several belong outside marketing: the practice manager for capacity, the clinical reviewer for claims, reception for the booking path.

**Due** (Text). When it is due relative to the start. Claims belong a week out because review takes time; capacity belongs two days before, because it moves.

**Blocking** (Text). Whether the launch may proceed without it. Capacity and cleared claims block; a second creative ratio does not. Two blocking rows that always hold are worth more than twelve that get overridden.

**How to verify** (Text). The specific action: follow the real ad link on a phone, book an appointment as a patient would, confirm the record and the confirmation message, then cancel it.

**Evidence** (Text). What is kept: the availability screenshot with the day it was read, the list of ads with claim review references, the test booking record, the targeting settings.

**Status** (Text). Not started, done, or blocked. Blocked is common because clinical review and the appointment book both belong to other people, and marking it is how a dependency becomes visible.

**Verified by** (Text). The second person who confirmed it, which for capacity and claims is never the campaign's owner. Capacity is confirmed by the practice manager and claims by the clinical reviewer, never by whoever built the campaign.

**Verified on** (Date (YYYY-MM-DD)). The day it was confirmed. Availability is the fastest-moving number in a practice, so a capacity check more than a few days old is worth repeating before the start.

**Notes** (Text). What the next person needs: the practitioner going on leave, the wait that has grown since the page was written, the audience a platform rejected, the check worth adding next time.

## The launch checklist

| Area | Check | Why it matters | Applies to | Owner | Due | Blocking | How to verify | Evidence | Status | Verified by | Verified on | Notes |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
|   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |

## Before you commit it

- Every row has an owner by name and a due date relative to the start.
- Capacity is confirmed for every advertised service, with the date it was read.
- Every claim in every ad appears in a current clinical review.
- Targeting has been checked against what the platform permits.
- The booking path has been completed end to end as a patient would.
- The wait stated on the page matches the wait in the book.
- Every completed row has evidence attached, not only a status.