Flow — Cold Outreach (Veterinary)

Status: DRAFTED Owner: john@veterinarywiseai.com Last verified against prod: 2026-05-04 (initial draft — not yet run end-to-end) Related skill: none (new vertical — no skill exists yet)

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1. Purpose

Drive veterinary clinic prospects from first awareness to demo booking to paid setup. Source: scraped vet clinic listings. This is the second commercial non-church vertical. Pipeline mirrors church outreach but uses vet-coded copy and routes bookings to the vet-specific Cal.com event type.

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2. Trigger

Same pipeline as church/funeral — parameterized by vertical = 'vet'.

• Type: cron (weekly) + manual override
• Source: /api/cron/outreach-scrape/route.ts (with vertical = 'vet' param)
• Schedule: Scrape Mondays 6am ET; send Wednesdays 9am ET
• Founder UI: /founder/[token]/outreach-engine → filter by vertical=vet

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3. Preconditions

• outreach_contacts row exists with vertical = 'vet', status = 'provisioned'
• preview_url populated (must use vet preview template — NOT church or funeral template)
• outreach_contacts.email_do_not_contact = false
• outreach_contacts.status != 'dnc' and != 'bounced' and != 'converted'
• tenant_voice_agents FK constraint DROPPED (Stream A — must be resolved)
• Vet preview template deployed (Stream A)
• RESEND_API_KEY active and domain verified for veterinarywiseai.com
• Physical address confirmed in email footer template — BLOCKER for first send
• Cal.com vetwiseai-demo event type exists (founder creates manually)

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4. Steps

Step 1 — Scrape

What happens: Vet clinic listings are scraped from public directories and loaded into outreach_contacts with vertical = 'vet'.

Where: Scrape source TBD — likely Google Places API (veterinarian category), AVMA directory, or Yellow Pages vet category.

Verifications:

• db: SELECT count(*) FROM outreach_contacts WHERE vertical='vet' AND created_at >= now() - interval '7 days' → >0 after scrape run
• db: SELECT name, email, website FROM outreach_contacts WHERE vertical='vet' LIMIT 5 → spot-check: vet clinics only (no pet stores, no groomers)

Failure signal: Count doesn't grow → scraper blocked. Wrong business types included → filter criteria need tightening.

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Step 2 — Provision (Personalized Demo Preview)

What happens: provision.ts scrapes the vet clinic website, generates vet-specific Q&A (species served, services, hours, triage scenarios), creates demo tenant row, populates preview_url.

Where: churchwiseai-web/src/lib/outreach/provision.ts — requires vet vertical path (FK blocker must be resolved)

Key Q&A to provision:

• Species served (dogs, cats, exotic, equine)
• After-hours emergency contact / preferred 24-hour facility
• Common services (wellness, dental, surgery, emergency)
• Appointment booking process

Verifications:

• db: SELECT preview_url, status FROM outreach_contacts WHERE id = '<id>' → NOT NULL, status = 'provisioned'
• render: GET {preview_url} → HTTP 200, vet template (not church or funeral), clinic name in title
• render: Demo chatbot can answer "What species do you treat?" with provisioned answer

Failure signal: status = 'provision_failed' → FK constraint (Stream A). Preview uses wrong template → vertical routing broken.

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Step 3 — Send Email 1 (Day 0)

What happens: Send Email 1 ("What happens when someone calls [Clinic Name] at 8pm?") via Resend. FROM: hello@veterinarywiseai.com.

Where: /api/cron/outreach-send/route.ts → cold-outreach-emails-vet.md templates

Verifications:

• db: SELECT status, email_1_sent_at FROM outreach_contacts WHERE id = '<id>' → email_1_sent, timestamp NOT NULL
• render: FROM address is hello@veterinarywiseai.com, NOT churchwiseai.com or funeralwiseai.com
• render: Subject: "What happens when someone calls [Clinic Name] at 8pm?"
• render: ASPCA Poison Control (888-426-4435) mentioned correctly in body
• render: No theological language ("church," "pastor," "prayer," "congregation")
• render: CASL footer with physical address, unsubscribe link, source disclosure

Failure signal: FROM wrong → template not using VET_FROM constant. ASPCA number wrong → copy error, CRITICAL in this vertical.

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Step 4 — Click → Preview Page

What happens: Prospect clicks demo link → /p/[token] stamps pro_website_clicked_at → 302 to /preview/[slug]?ref=outreach_{token}.

Verifications:

• db: SELECT pro_website_clicked_at, status FROM outreach_contacts WHERE id = '<id>' → NOT NULL, status = 'clicked'
• render: Preview page uses vet template — verify: "your clinic" not "your church," no cross/steeple, no congregation language, triage call-to-action visible

Failure signal: Church template showing → vertical routing broken in PreviewClient.tsx.

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Step 5 — Chatbot Interaction (Demo)

What happens: Vet clinic owner/manager types symptoms or questions into demo chatbot.

Verifications:

• render: Type "My dog ate chocolate, what should I do?" → AI gathers weight/amount, references ASPCA Poison Control, doesn't give a medical diagnosis, recommends appropriate action
• render: Type "Do you treat cats?" → responds based on provisioned species data
• render: Type "How do I schedule an appointment?" → clinic-appropriate response, not church booking language
• code: AI does NOT claim to diagnose — it triages and escalates appropriately

Failure signal: AI gives medical diagnosis → CRITICAL. Contact John immediately. AI uses church language → vertical isolation broken.

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Step 6 — Demo Voice Call (Optional)

What happens: Prospect dials demo number, hears vet-coded voice agent.

Verifications:

• code: Greeting uses clinic name, mentions after-hours triage capability
• code: Agent asks symptom questions, references ASPCA Poison Control for toxin cases
• code: Agent does NOT say "Let me pray with you" or any church language
• db: voice_call_logs row created with correct tenant

Failure signal: Wrong tone (enthusiastic instead of calm clinical) → vet prompt not applied. ASPCA not referenced on toxin call → CRITICAL escalation path broken.

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Step 7 — Email 2 (Day 3) and Email 3 (Day 7)

What happens: Follow-up emails sent. Vet-coded copy only.

Verifications:

• db: SELECT email_2_sent_at, email_3_sent_at FROM outreach_contacts WHERE id = '<id>'
• render: Email 2 subject: "The 5pm Friday call that didn't go to voicemail"
• render: ASPCA Poison Control number correct in Email 2 body
• code: DNC gate blocks follow-up if outreach_contacts.email_do_not_contact = true

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Step 8 — Reply / Book / Convert

What happens: Prospect clicks "Book a 20-min call" → cal.com/john-moelker/vetwiseai-demo. Booking recorded.

Verifications:

• db: SELECT status, booked_at FROM outreach_contacts WHERE id = '<id>' → booked, timestamp NOT NULL
• code: Cal.com event type vetwiseai-demo exists before first campaign send

Failure signal: Cal.com event type missing → 404 on booking link. CRITICAL — check before first send.

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Step 9 — Email 4 Break-Up (Day 14)

Verifications:

• db: SELECT email_4_sent_at FROM outreach_contacts WHERE id = '<id>' → NOT NULL at day 14
• render: Email 4 close: "Thanks for running a clinic that pet owners trust" — verify no church language

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5. What the Recipient Sees

Email 1: Subject: "What happens when someone calls [Clinic Name] at 8pm?"

• From: hello@veterinarywiseai.com
• Practical-empathetic tone
• CTA: "[HEAR [CLINIC NAME]'S DEMO →]" → vet-template preview page
• CASL footer with physical address, unsubscribe, source disclosure

Preview page: /preview/[slug] — vet branded, demo chatbot with triage capability, "Book a Demo" CTA

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6. Compliance & Unsubscribe

• Regime: CASL (Canadian) + CAN-SPAM (US)
• Unsubscribe: veterinarywiseai.com/unsubscribe?token={{token}}
• DNC gate: outreach_contacts.email_do_not_contact = true
• Physical address: Required — confirm with founder before first send
• Source disclosure: "You're receiving this because [Clinic Name] appears in public business listings"

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7. Failure Modes

Failure	Signal	Alerting path
FK constraint blocks provisioning	provision_failed status	Stream A blocker
ASPCA number wrong in email	Content error — possible legal exposure	Manual review before first send
AI gives medical diagnosis	CRITICAL — liability	Immediate escalation to John
Preview uses wrong template	Visual QA fail	Fix vertical routing
Cal.com event type missing	404 on booking link	Founder creates manually before first send
FROM wrong domain	Deliverability / brand mismatch	Fix VET_FROM constant

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8. Verification Manifest

flow: cold-outreach-vet
verifications:
  - step: 1
    verb: db
    command: SELECT count(*) FROM outreach_contacts WHERE vertical='vet' AND created_at >= now() - interval '7 days'
    expect: ">0 after scrape run"
  - step: 2
    verb: render
    command: "GET {preview_url}"
    expect: "HTTP 200, vet template, clinic name in title, no church imagery"
  - step: 3
    verb: render
    command: "Inspect email FROM, subject, body, ASPCA number, footer"
    expect: "FROM=hello@veterinarywiseai.com, ASPCA 888-426-4435, CASL footer, no theology"
  - step: 5
    verb: render
    command: "Type 'My dog ate chocolate' in demo chatbot"
    expect: "Triage response, ASPCA reference, no diagnosis, appropriate escalation"
  - step: 8
    verb: db
    command: SELECT status, booked_at FROM outreach_contacts WHERE id = '<id>'
    expect: "booked, timestamp NOT NULL after Cal.com booking"

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9. Open Questions / Known Gaps

• Physical address for CASL footer — BLOCKER
• Vet scrape source not finalized — confirm with founder which directory/API
• tenant_voice_agents FK constraint — Stream A must resolve
• Vet preview template — Stream A must ship
• Cal.com vetwiseai-demo event type — founder creates manually
• Resend domain verification for veterinarywiseai.com
• ASPCA Poison Control fee disclosure: the ASPCA Animal Poison Control Center charges ~$95/case. The AI should reference it accurately — not imply it's free. Verify wording in triage prompts.
• Species scope per prospect — provision.ts needs to detect clinic species scope from website before generating Q&A