DYAI, @drkrystledove, and Kor Esynce already exist as three credible surfaces. They run mostly independently. Our job is to compound them into a single growth engine — where the practice fills, the brand sells, and the personal story earns the audience that does both.
Most aesthetic practices have one storefront. You have three. They just don't talk to each other yet.
Most aesthetic practices are a single storefront: a website, a phone number, a booking page. Patients arrive cold, convert once, and re-enter the same cold flow next year. The marketing job is mostly volume — pour leads in the top, hope conversion holds.
Dove Youthology isn't shaped like that. You built three credible surfaces in parallel. The Institute — a clinical-luxury practice in Greensboro with a real medical-director arrangement and a roster that runs from injectables to lasers to GLP-1. The personal brand — @drkrystledove, anchored on the unusual story of a 15-year ER/trauma NP who left bedside medicine to build this. And Kor Esynce — a standalone clinical-luxury skincare line that already lives on Shopify and ships nationally. Three businesses. One operator. Almost no shared infrastructure between them yet.
That's the gap. Right now the three surfaces are each doing their own job, modestly. Compounded — where the personal brand earns the audience, the practice converts the local share, and Kor Esynce ripens the rest into long-cycle DTC customers — they become a system that gets cheaper to operate every quarter. That's the system AYMI builds: an Authority Compounding Engine that turns your three surfaces into one engagement loop.
The long-term goal isn't a viral month. It's a practice that fills itself, a brand that pays for its own acquisition, and a name — Dr. Krystle — that the next wave of patients already trusts before the consult.
Eight axes of the marketing surface, current state and post-engagement state.
A single Meta campaign live as of this month, traffic into the dermatology landing page. No paid Google. No retargeting layer. New-patient volume tied to walk-ins, word-of-mouth, and one ad set.
Two-platform paid stack (Meta + Google), geo-tiered for Triad / NC statewide / national DTC. Branded search captured. Retargeting layered across all three properties. 50–100 net-new booked consults/mo as the steady-state target.
Three sites — dyainstitute.com, go.dyainstitute.com, koresynce.com — that look right but operate independently. The quiz funnel exists; the path from quiz to booked consult or Kor Esynce purchase is incomplete.
The three sites operate as one funnel. Shared identity layer, shared cart logic, shared analytics. Quiz routes intelligently to the higher-LTV next step (consult booking when local, Kor Esynce starter when not).
Two Instagram accounts in early build (@dyainstitute ~260, @drkrystledove ramping). 40 posts deep. The story of the pivot from ER to aesthetics — the strongest hook you have — isn't anchoring the content yet.
A four-pillar content engine producing 12+ pieces/week across Reels, carousels, long-form, and patient case studies. The pivot story and skin-of-color clinical authority anchor the personal brand. @drkrystledove becomes the credentialing surface for both DYAI and Kor Esynce.
Google reviews are pristine but thin (5★, 21 reviews). No editorial PR yet for Dr. Krystle. Dr. Williams' media history (Prevention, Glamour, Good Housekeeping) is sitting unused on the DYAI surface.
100+ five-star Google reviews in 12 months on a structured request flow. Three to five editorial placements pitched on the pivot story and Color of Medicine angle. Dr. Williams' existing media equity surfaced and re-leveraged.
Limited automated email beyond what Shopify ships out of the box. No segmented lifecycle. Quiz leads, treatment patients, and Kor Esynce buyers all live in separate inboxes that don't speak to each other.
Five automated flows — welcome, post-quiz nurture, pre-treatment, post-treatment maintenance, dormant reactivation — plus a weekly broadcast that holds both sides of the audience (patient + Kor Esynce buyer) with one editorial voice.
Consult-gated pricing, financing partners in place (Cherry, PatientFi), VIP membership exists but isn't being merchandised. Booking happens; the path from inbound interest to scheduled consult could be tighter.
Booked-consult flow optimized end-to-end. VIP membership positioned as the default for repeat patients. Concierge service used as a high-margin acquisition wedge, not just an offering. -30 to -40% cost per booked consult.
Sophisticated brand identity, real formulations, real Shopify storefront. Several SKUs already showing sold-out — likely a tight inventory cycle, not lack of demand. Acquisition almost entirely organic / referred from the practice.
Kor Esynce as the long-tail DTC anchor — the asset that converts non-local interest, ripens cold leads, and follows patients home. 2.5× repeat-order rate, paid acquisition that pencils because the practice flywheel subsidizes the early-cohort math.
Three businesses, three data layers, three reporting surfaces. Decisions made by feel and front-desk anecdote because the unified view doesn't exist yet.
One unified dashboard (DYAI bookings + Kor Esynce orders + IG performance + paid spend), AI-assisted lead scoring, content production workflow, weekly action digest. The system Krystle can actually run from the operating chair.
Illustrative 12-month targets, anchored against AYMI benchmarks for clinical-luxury practices and DTC skincare hybrids.
Targets are directional and tied to the Growth System tier of execution. They assume the paid stack runs at meaningful spend and Kor Esynce inventory holds — both surfaced as open items in the scoping call.
"The aesthetics patient" doesn't exist. Three real people do — each with their own entry point, their own objection, their own next step.
The three personas converge on one wedge — the Skin Diagnostic Quiz. The quiz is the routing layer. It identifies which of the three buyers a visitor is, then sends them down the next step that fits: a local consult booking, a Kor Esynce regimen recommendation, or a content-first nurture for the skin-of-color seeker who needs more proof before booking.
One asset that turns three surfaces into one engine — and turns three audiences into one customer.
The Authority Compounding Engine is the system AYMI builds in the first 90 days. It's not a campaign and it's not a content series — it's the infrastructure that lets the personal brand earn the audience, the practice convert local share, and Kor Esynce ripen the rest. Three inputs (the pivot story, the clinical-luxury services, the formulation brand) flow into one operating loop. Every piece of content does double-duty. Every customer touches at least two of the three surfaces.
What it does, mechanically: a single identity layer across all three properties (so a Kor Esynce customer is recognized when she lands on DYAI, and vice versa); a unified content cadence anchored on Dr. Krystle's authority; a paid acquisition stack geo-routed to the highest-LTV next step; a lifecycle program that ripens long-cycle decisions across the practice and the CPG line. The engine compounds — month six is cheaper to run than month one, because the same content earns audiences on three surfaces simultaneously.
Four pillars, twelve pieces per week, one editorial standard — the clinical-luxury register that already lives in the brand.
Krystle's ER → aesthetics story as a recurring editorial line. Long-form Reels, written notes from the founder, behind-the-treatment moments. The single strongest hook in the brand — why a 15-year trauma NP rebuilt herself around skin.
Clinical-grade explainers — ingredients, treatment mechanism, before-and-after taxonomy without the spa-speak. Carousel and Reel formats. The infrastructure that makes Kor Esynce credible and DYAI's protocols make sense.
Treatment protocols for melanin-rich skin, ingredient sensitivity, real patient case studies (with consent). The category's most underserved buyer meets a provider who reads her skin correctly. This is the moat almost nobody else in the Triad is building.
Practice tours, treatment day footage, team introductions, concierge in-home format spotlights. The "is this place real, is this person warm, is the experience nice" answer for anyone considering a first consult.
A two-platform paid stack scoped to three audiences and three price points — local consult, national CPG, in-market high-intent.
The Meta layer pulls top-of-funnel — story-first creative tied to the pivot, treatment outcomes, skin-of-color authority. Story and Reel placements dominate; static creative is the long-tail. The Google layer captures in-market intent — branded ("Dove Youthology," "Kor Esynce"), competitive ("med spa Greensboro," "Botox near me," variants), and treatment-specific (Sculptra, Kybella, skin tightening). Geo tiers: Triad-local for consult booking, NC statewide for concierge service, US national for Kor Esynce DTC.
Creative cadence: three new concepts per week tested against winning controls. Iteration governed by CPA and post-consult conversion, not surface engagement. The first 30 days establish baselines; the next 60 prune and scale.
@drkrystledove as the audience-earning surface for both DYAI and Kor Esynce — plus the editorial PR that turns the practice into a name in the category.
Aesthetic decisions are long-cycle. Most prospects need two to six months and three to five touchpoints before they book — and almost nobody's running that program.
One weekly editorial broadcast across the unified list — segment-aware (patient vs. CPG buyer vs. prospect), but written as one voice. Target: 32–38% open rate, 3.5–5% click rate against industry medians of 22% and 1.8% for aesthetic medicine. The broadcast is where the editorial voice lives most clearly — and where the long-cycle decision quietly ripens.
Removing friction between curiosity and the next step — and making the three properties operate as one funnel instead of three storefronts.
Krystle is the operator on this. The AI stack exists to keep her in the operating chair, not buried in spreadsheets.
Three engagements pulled from our case library that share the dynamics most relevant to Dove Youthology — clinical authority paired with a DTC product, social-driven beauty acquisition, and operator-led subscription economics.
Below are the three engagement shapes we’d propose for this work. The investment for each is held for the scoping call — we’d rather decide together what’s in scope first, then price it once the answer is real.
| Shape | Team | AI Dashboard | Best fit |
|---|---|---|---|
| Foundation | 1 Strategist | Not included | Practice + core content. Builds the engine; runs it lean. For year one of a leaner build. |
| Growth System ★ | 1 Strategist | ✓ Included | Everything in Foundation plus paid acquisition, full lifecycle stack, AI Agent Dashboard. Recommended. |
| Full Authority + Brand OS | 2 Strategists | ✓ Included | Everything in Growth System plus dedicated Kor Esynce DTC pod, editorial PR program, and the personal-brand build run as its own workstream. |
Media spend, software subscriptions, photography production, and any creator/PR-firm fees are pass-through and billed separately from the engagement fee. Pricing for each shape is scoped on the discovery call once the right shape is clear.
Foundation builds the architecture but doesn’t run paid, which means the system depends on organic for top-of-funnel — slower to prove out and harder to forecast against your 50–100 patients/mo target. Full Authority + Brand OS is the right shape once Kor Esynce DTC is running at sustained spend and the personal brand has earned its first 50K–100K following — but in year one it pays for production capacity you can’t yet fully use.
Growth System is the smallest shape that includes paid acquisition, the full lifecycle stack, and the AI dashboard — the three pieces that make the rest compound. It’s designed to be sized up to the Full Authority tier in months 9–12 once the system is humming, not as a step you skip.
Year one compounds. The first 90 days prove it can compound at all.
Full audit of the three properties + lead/customer data. Brand voice document locked. Quiz architecture rewritten. Identity layer scoped. Paid account access + tracking pixel coverage verified end-to-end.
Skin Diagnostic Quiz upgraded and live. First three lifecycle flows shipped. DYAI & Kor Esynce site optimizations live. Content cadence locked across the four pillars. First creative concepts produced for paid.
Meta + Google paid stack live, geo-tiered. Weekly editorial broadcast launched. Personal brand cadence on @drkrystledove ramping. First editorial PR pitches in play. First Google review request flow active.
First cohort analysis: CAC, post-consult conversion, Kor Esynce attach rate, IG follower growth. Winning creative scaled, losing creative archived. A/B cadence on the three properties live. Quarter-two roadmap locked.
There’s a version of Dove Youthology in five years where the practice runs at capacity, Kor Esynce is the regional skincare line of record for clinical-luxury, and Dr. Krystle is named in the press whenever the “inclusive aesthetics” conversation surfaces.
That version doesn’t happen because of a viral month. It happens because the three surfaces you’ve already built start feeding each other — and stay feeding each other long enough for the compound to take.
Our job is to wire the engine, then run it with you until the engine runs itself. The first 90 days prove it can.
We’d like to walk through this proposal with you in person — confirm the right engagement shape, talk through Kor Esynce inventory cadence, surface anything we missed, and align on the investment for year one.