A 7-dimension scorecard for grading whether a healthcare target’s patient acquisition is built to last — or bought to look good for a sale.
Quality of Earnings reviews the accounting. Clinical and regulatory diligence review the practice of medicine. But the paid marketing program behind a target’s growth story, often the very thing a platform or roll-up thesis depends on, is usually taken at face value from the target’s own reported numbers.
That’s a real gap. A practice can show a strong ROAS and a falling CAC while its actual demand is flat, because paid media is just capturing patients who were coming anyway, or because the metrics were never verified against real outcomes at all.
PMD exists to close that gap. Its a repeatable, evidence-based way to tell whether a target’s marketing-driven growth is structural, or rented.
Is CAC/CPL actually improving, or is the trend being hidden?
Is paid media creating new demand, or just capturing people who were already looking?
Can the reported numbers be trusted at all?
What breaks if one platform or one market goes sideways?
Is there real room to grow spend, or is this market already saturated?
What happens if the person who built this leaves?
The bottom-line read: bought, or built.
The complete framework, all 7 dimensions, full scoring criteria, evidence sourcing, red flag triggers, and the fillable one-page scorecard, delivered to your inbox.
