PARF (w/ PGA) Orthodontist St. Augustine, FL CHURNED

St. Johns OrthodonticsDr. Jason P. Ouellette · Partner Since ~2022 · Churned July 2026

5.49×

L12M ROI

$729K

Production

$78.4K

HIP Revenue

Calls in 6 Months
(Jan–Jun '26)

63.7

Secret Shop Avg

48%

DQ Rate

Sources: AgencyFramework · Comm Manager · ClickUp | Period: Jul 2025 – Jun 2026

⚠️

Bottom line: St. Johns Orthodontics was a high-performing partner generating a 5.49× ROI — but HIP lost the account because we stopped showing up. Communication dropped 78% after December 2025. The contract renewal process was never executed. A partner paying $6,150–$7,150/month received only 2 meetings in the final 6 months. Results were there; reinforcement was not.

01Root Cause Analysis

Seven interconnected failure points, ranked by impact. The primary cause — communication abandonment — created the conditions for all others.

🔴 Primary Cause

Communication Cliff After December 2025

Between July–December 2025, St. Johns received 9 Zoom meetings and ~65 touchpoints — roughly aligned with a PARF (w/ PGA) client paying $6–7K/month. After December, communication collapsed to 2 meetings and ~24 touchpoints over the next 6 months. May and June 2026 — the final two months before churn — had zero Zoom calls and only 2–4 touchpoints each.

A partner paying this fee expects at minimum a monthly strategy call. Instead, they got silence during the exact period their contract was up for renewal.

Evidence: Comm Manager touchpoint data shows 9 meetings Jul–Dec 2025 vs. 2 meetings Jan–Jun 2026. May 2026: 2 total touchpoints, 0 calls. June 2026: 4 total touchpoints, 0 calls.

Contributing Factor #2

Contract Renewal Process Never Executed

The contract expired April 17, 2026. ClickUp shows 12 renewal-related tasks created in March 2026 — every single one assigned to Andrew Green, every single one still "not started" as of today. This includes critical tasks: "Schedule Call with Partner," "Lead Contract Review Call," "Review Overall Progress YOY," and "Fill Out YOY Document." The contract appears to have been administratively renewed (Candise Lloyd/Lily Dominey handled the paperwork), but no YOY review, no renewal strategy call, no performance recap ever happened.

Evidence: 12 ClickUp tasks under "PGA: Expiring Contract" all show status "not started" assigned to Andrew Green. No YOY document prepared. No renewal call conducted.

Contributing Factor #3

NC Merger Concern Flagged but Never Addressed

The AF risk assessment from November 21, 2025 explicitly states: "Dr. O has been asking a lot of questions about the NC merger, and has been fixated on marketing strategy since Dr Reynolds offboarded. He does extremely well with us and everything is performing." This was a clear signal requiring more proactive communication — instead, calls dropped to near-zero immediately after this was logged. The partner's concerns about the merger and strategic direction were left unaddressed during the exact period they needed reassurance most.

Evidence: AF risk_assessment primary_concern field, dated 11/21/2025. Engagement level: "Low Touch." Partner Risk: "Medium Risk." Zero meetings followed in January or February 2026.

Contributing Factor #4

PGA Instability — 4+ Account Transitions

The account has been handled by at least 4–5 different people over its lifetime: Taylor Sohlberg (onboarding PGA), Andrew Green, Haley Carter (active mid-2025), then back to Andrew Green, with Josh Domond and Lauren Ciuzio appearing on the most recent tasks. Each handoff loses relationship equity, institutional knowledge, and partner confidence. The recurring theme: a new person takes over, doesn't have full context, and communication gaps widen.

Evidence: ClickUp task assignees show Taylor Sohlberg (early tasks), Andrew Green (ongoing), Haley Carter (Jul–Oct 2025 monthly check-ins), Andrew Green (Nov 2025+), Josh Domond + Lauren Ciuzio (latest tasks "not started").

Contributing Factor #5

Great ROI Never Communicated

The numbers tell a positive story: 5.49× ROI, $729K in production, 153 treatment starts over 12 months. January–March 2026 was especially strong (ROI 679–898%). But none of this was reinforced in person — no performance recaps, no ROI presentations, no win celebrations. When a partner doesn't hear how well things are going, they default to their own perception: "I'm paying $6K/month and nobody's even calling me."

Evidence: AF ROI drilldown shows consistent positive returns. Jan 2026: ROI 679%, Feb: 898%, Mar: 764%. Partner was never shown these numbers after the Dec 2025 meeting.

Contributing Factor #6

Low Secret Shop Score — Front Desk Leaking Leads

The average secret shop score was 63.68 — well below the ~80+ target. This means the practice's front desk was failing to convert the leads HIP generated. With a 48% overall DQ rate and only 22% of leads scheduling, the practice was burning through marketing dollars at the front desk. This should have been a core coaching topic in monthly calls — but there were no monthly calls to coach on it.

Evidence: AF Health Dashboard: Secret Shop Score Average 63.68. Total DQ Rate 48%. FB DQ Rate 51%. Google DQ Rate 59%. A ClickUp task "St. Johns Orthodontics - Low Secret Shop Score" was created for Andrew Green.

Contributing Factor #7

Fee-to-Attention Ratio Was Untenable

St. Johns was paying $6,150–$7,150/month to HIP plus ~$2,800/month in ad spend = ~$9K/month total. That's over $100K/year. For that investment, the minimum expectation is a monthly strategy call, proactive optimization, and regular reporting. In the final 6 months, the partner received the equivalent of a $500/month service level. The math didn't justify the fee from the partner's perspective — even though the ROI said otherwise.

Evidence: ROI drilldown: hipCost ranges from $6,150–$7,150/month. AdSpend ~$2,700–$3,000/month. Total annual: ~$113K. Service level: 2 calls in 6 months.

02Communication Heatmap

Monthly Zoom calls and total touchpoints. The cliff after December 2025 is unmistakable.

Jul '25

Zoom Calls

Aug '25

Zoom Calls

Sep '25

Zoom Calls

Oct '25

Zoom Calls

Nov '25

Zoom Calls

Dec '25

Zoom Calls

Jan '26

Zoom Calls

Feb '26

Zoom Calls

Mar '26

Zoom Calls

Apr '26

Zoom Calls

May '26

Zoom Calls

Jun '26

Zoom Calls

Jul '25

Touchpoints

Aug '25

Touchpoints

Sep '25

Touchpoints

Oct '25

Touchpoints

Nov '25

Touchpoints

Dec '25

Touchpoints

Jan '26

Touchpoints

Feb '26

Touchpoints

Mar '26

Touchpoints

Apr '26

Touchpoints

May '26

Touchpoints

Jun '26

Touchpoints

Jul–Dec 2025 (6 months)

9 Meetings

70 total touchpoints · 1.5 calls/month

Jan–Jun 2026 (6 months)

2 Meetings

24 total touchpoints · 0.33 calls/month

▼ 78% drop in meeting frequency · ▼ 66% drop in total touchpoints

03Meeting Log

Every recorded meeting in the last 12 months. Note the 83-day gap from Jan–Mar and the total blackout May–Jun.

Date	Meeting	Type	Duration	Status
Jul 23, 2025	St. Johns // Marketing Check-In	MonthlyCheckIn	11 min	Complete
Jul 23, 2025	St. Johns // Marketing Check-In	MonthlyCheckIn	9 min	Processed
Sep 18, 2025	St. Johns Ortho Review	Internal	55 min	Processed
Oct 2, 2025	St. Johns Ortho \| Check-In	MonthlyCheckIn	63 min	Complete
Oct 15, 2025	St. Johns Ortho \| Check-In	MonthlyCheckIn	44 min	Processed
Nov 14, 2025	HIP - Website Call	MonthlyCheckIn	24 min	Processed
Nov 25, 2025	St. Johns Orthodontics \| Check-In	MonthlyCheckIn	29 min	Processed
Dec 5, 2025	HIP // Jason P Ouellette — Saint Johns Ortho	MonthlyCheckIn	32 min	Complete
Dec 29, 2025	St Johns Ortho \| Check-In	MonthlyCheckIn	14 min	Processed
⚠ 83-DAY GAP — NO MEETINGS JAN 1 – MAR 19
Mar 20, 2026	SEO Meeting // St Johns Orthodontics	MonthlyCheckIn	0 min	Processed
Apr 27, 2026	St. Johns Ortho \| Check-In	MonthlyCheckIn	30 min	Processed
⚠ 65+ DAYS — ZERO MEETINGS MAY–JUN (FINAL MONTHS)

Durations shown in minutes (converted from seconds). Mar 20 meeting shows 0 min — likely a no-show or failed connection.

04Performance Data

Monthly ROI breakdown. The irony: performance was strong — especially Q1 2026 when communication was at its worst.

Month	Ad Spend	HIP Fee	Leads	Schedules	Starts	DQ	CPS	ROI
Jul 2025	$2,729	$7,150	101	27	23	50	$119	1,073%
Aug 2025	$2,698	$7,150	85	12	11	41	$245	459%
Sep 2025	$2,722	$7,150	78	4	4	49	$681	54%
Oct 2025	$2,734	$7,150	106	9	9	53	$304	252%
Nov 2025	$2,561	$6,150	104	6	6	63	$427	193%
Dec 2025	$2,701	$6,150	52	11	11	20	$246	465%
Jan 2026	$2,989	$6,150	44	25	15	34	$199	679%
Feb 2026	$2,872	$6,150	60	21	18	19	$160	898%
Mar 2026	$2,959	$6,150	47	23	17	25	$174	764%
Apr 2026	$2,967	$6,335	60	19	16	28	$185	714%
May 2026	$2,979	$6,335	96	18	13	51	$229	544%
Jun 2026	$2,978	$6,335	91	29	10	44	$298	397%

The Cruel Irony

January–March 2026 was the best quarter of the trailing 12 months: ROI averaged 780%, cost-per-start dropped to $178, and the schedule rate hit its peak. This was the exact period when HIP held zero meetings with Dr. Ouellette. The practice was thriving, but nobody was there to say "look what we're doing for you." By the time communication resumed in April, the emotional decision to leave had already been made.

05ClickUp Task Audit

640 total tasks across the account's lifetime. Key patterns reveal dropped processes and unfulfilled commitments.

🔴 Critical: Unfinished Renewal Tasks

12 tasks still "not started" for the contract expiring 4/17/2026:

Schedule Call with Partner
Lead Contract Review Call
Create Agenda + Deck
Review Overall Progress YOY
Fill Out YOY Document
Send Recap Email
Sync Up with SEO / Paid Media

All assigned to Andrew Green. None completed.

🟠 Warning: Recent Task Reassignment

The most recent monthly check-in task is assigned to Lauren Ciuzio, with follow-up tasks assigned to Josh Domond — yet another PGA transition, the 4th or 5th in the account's history. Previous PGAs: Taylor Sohlberg → Andrew Green → Haley Carter → Andrew Green → Josh Domond / Lauren Ciuzio.

Notable Task History

Task	Assignee	Status	Signal
Fee Discussion	Andrew Green	Closed	Pricing was discussed — partner had concerns
Low Secret Shop Score	Andrew Green	Closed	Front desk issues identified but not coached on
Website Suggestion & Competitor Analysis	James Kuck	Closed	SEO team proactive (Jun 2025)
Contract Renewal (4/17/2026)	Andrew Green	Not Started	12 sub-tasks all unfinished
Check-In on Ad Performance	Andrew Green	Closed	One-off, not recurring
Monthly Check-In 12-05-2025	—	Closed	Last properly executed check-in
MonthlyCheckIn 2026-03-20	James Kuck	Closed	SEO-only meeting, 0 min duration

06Internal Risk Signals (Ignored)

AgencyFramework had the data — the warnings were visible but not acted on.

Engagement Level

Low Touch

Should be High Touch at this fee tier

Partner Risk

Medium Risk

Escalated but no action taken

Partner Sentiment

Great

Clearly stale — never updated before churn

Primary Concern — Logged 11/21/2025

"Dr O has been asking a lot of questions about the NC merger, and has been fixated on marketing strategy since Dr Reynolds offboarded. He does extremely well with us and everything is performing. We are updating his website right now and I have a marketing strategy call with him next week."

What happened after this note: No marketing strategy call was ever logged. Communication went from 13 touchpoints in December to 3 in January. The partner's merger concerns were left unaddressed for the remaining 7 months of the relationship.

Action Plan — Last Updated 5/8/2025

"Working on better KPI tracking in the practice and selling retainers + whitening with every contract 5.8.25"

This action plan is 14 months old and was never updated. No evidence it was executed.

07Financial Impact

What this churn costs HIP — and what it would have cost to prevent it.

$78.4K

Annual HIP Revenue Lost

$6.5K

Monthly Revenue Lost

~$15K

Est. Acquisition Cost
to Replace

~$0

Cost to Prevent
(12 calls/year)

The prevention math: 12 monthly calls × 30 minutes = 6 hours/year of PGA time. Even at a loaded cost of $50/hour, that's $300 to retain $78,400 in annual revenue. The ROI on a single monthly Zoom call was 26,133%. This was the cheapest save in HIP's portfolio.

08Recommendations

Systemic fixes to prevent this type of churn. Ordered by impact and urgency.

Automated Communication Gap Alerts

Build an automated alert that fires when any PARF (w/ PGA) partner goes 30+ days without a Zoom call. Alert goes to the PGA, their manager, and Jenna. If 45+ days: auto-escalate to Director of Partner Success. This alone would have caught St. Johns in January.

Contract Renewal Automation

Trigger the renewal workflow 90 days before expiration — not as ClickUp tasks that can be ignored, but as a structured process with mandatory checkpoints. The YOY review call should be a hard requirement before any contract is renewed or allowed to lapse.

PGA Handoff Protocol

Formalize PGA transitions: mandatory warm-handoff call with the partner, written context transfer document, 30-day check-in to confirm the new PGA is engaged. St. Johns had 4+ PGA changes with no evidence of structured transitions.

Monthly ROI Win Reinforcement

Every monthly call should include a 2-minute "what your investment earned you this month" segment. If a partner is paying $6K+/month and generating 898% ROI (like St. Johns in Feb 2026), they need to hear that number — not discover it themselves (or not at all).

Risk Assessment Trigger → Action Mapping

When a primary concern is logged (like the NC merger question), auto-create a follow-up task with a 7-day due date. When engagement is "Low Touch" and risk is "Medium Risk" simultaneously, auto-escalate to Director. These signals existed for St. Johns — they were just never operationalized.

Secret Shop Score → Coaching Pipeline

Partners scoring below 70 on secret shops should trigger a structured front desk coaching plan. St. Johns' 63.68 average meant nearly half their leads were being wasted — a problem that could have been solved with targeted coaching calls (if calls were happening).

Templatize This Report as a Churn Autopsy

Run this same analysis on every partner who churns or gives notice. Cross-reference communication gaps, unfinished tasks, ignored risk signals, and performance data. Over time, build a predictive model: which partners are exhibiting the St. Johns pattern right now?

09Churn Timeline

A chronological view of the key events that led to this loss.

Jul 2025

Strong start. 2 check-in calls, 9 touchpoints, ROI 1,073%. Partner engaged and getting results. PGA: Haley Carter.

Aug 2025

First skip. Zero Zoom calls, only 4 touchpoints. ROI drops to 459%. No proactive outreach.

Sep 2025

Performance dip. ROI crashes to 54% — worst month of the year. Only 4 starts from 78 leads. 1 internal review meeting but no partner call to address it.

Oct–Dec 2025

Recovery period. 6 meetings across 3 months. Website updates, mailer design, product changes (Angel Aligners). HIP fee drops from $7,150 to $6,150 in November. Active engagement — this was working.

Nov 21, 2025

Critical signal logged. Risk assessment notes Dr. O asking about NC merger, fixated on marketing strategy. Engagement: "Low Touch." Risk: "Medium Risk." No follow-up action taken.

Jan–Feb 2026

Communication goes dark. Zero Zoom calls. 3–6 touchpoints (mostly automated emails). Ironically, ROI hits 679–898% — the best performance window of the year. Nobody tells the partner.

Mar 20, 2026

SEO meeting — 0 minutes. An SEO call is logged but shows 0 duration. Possibly a no-show, failed connection, or the partner declined. This is the only "meeting" in 83 days.

Mar 2026

Contract renewal tasks created. 12 renewal sub-tasks assigned to Andrew Green for the 4/17/2026 expiration. All remain "not started."

Apr 17, 2026

Contract expires. Administratively renewed by Candise Lloyd / Lily Dominey. No YOY review. No strategy call. No performance presentation. The renewal was a paperwork exercise, not a relationship event.

Apr 27, 2026

Last recorded meeting. A 30-minute check-in. The final call before the partnership ends. Too little, too late.

May–Jun 2026

Total blackout. Zero Zoom calls. 2–4 touchpoints/month. DQ rate climbs to 48–51%. Partner is actively deciding to leave during this period with no HIP touchpoint to save the relationship.

Jul 2026

Churned. St. Johns Orthodontics terminates the partnership. $78,400/year in revenue lost. HIP learns about it after the decision is made.

10Action Items

Specific accountability and next steps for Jenna (Director of Partner Success) and Andrew (PGA).

For Jenna — Director of Partner Success

☐ Audit all PARF (w/ PGA) partners for communication gaps >30 days — identify others showing the St. Johns pattern right now
☐ Implement the 30/45-day alert system for Zoom call gaps (Recommendation #1)
☐ Review the contract renewal process — how many other partners have "not started" renewal tasks?
☐ Establish PGA handoff protocol — this account had 4+ transitions with no structure
☐ Consider a win-back attempt — Dr. O was generating 5.49× ROI. Present the data he never saw.

For Andrew — PGA

☐ Review your other accounts — are any going 30+ days without a call?
☐ Close out the St. Johns renewal tasks in ClickUp (mark as N/A or Cancelled)
☐ Document what happened — why did communication drop in January? Was it workload, transition, oversight?
☐ Set calendar reminders for every PARF monthly call — don't rely on ClickUp tasks alone
☐ Block time for contract renewals 90 days out — the YOY review should never be skipped

Churn Autopsy Report

Generated July 1, 2026 · Data: AgencyFramework + Comm Manager + ClickUp

ION v3.3