Keystone·ARC Health Partners
🤖
Claude Says · Probably Not Important But Read It Anyway

THE SCROLL — ARC HEALTH PARTNERS

Operations Scroll · Pilot V3 · May 2026

This is the ARC operations scroll — every workstream, deliverable, decision, and blocker in one place. Updates from Claude sessions and links to real files. If Nate is reading this on his phone at night, this is the document that answers "what did we build, what's working, and where's the sexy bacon?"

Heads Up

Three live builds shipped today: Brand Intelligence V5 (with JTBD as Tab 1 + 404 Tracker), this Scroll V3, and the Keystone Hub package for Notion. The smoke test caught a quiet bonfire — TryTMS.org is invisible to Google, NeuroStim has 16 broken links.

Gentle Nudge

The three-layer system — NINs for the people, Scroll for the work, Keystone for the system — is how ARC stays organized at scale. This pilot proves the model works.

Pure Managers Get Replaced

Nate shared the Business Insider article. The thesis: turn a lean marketing team into AI-augmented operators who produce at 10x speed. The Keystone IS that operating system — doers become strategists when AI is the intern layer.

Just Leaving This Here

When ARC's team can run this without outside help, that's the proof it works. The Keystone migration to Notion (started today) is the next step toward team-wide ownership.

What Changed in V3

What Is This And How To Use It

The Scroll is a living operations report generated from Claude sessions. It tracks every artifact, decision, blocker, and workstream for the ARC engagement. Scroll down to read. Click the nav to jump. Cards link to real files. Gold border = the sexy bacon. Red border = blocked or alert.

NINs — People

Every operator gets a poster: role, stamp, superpower. The who and why they matter. ARC Marketing Hero Trio coming after deeper team meetings.

Scroll — Work

What got built, what's live, what's blocked, who owns it. Weekly or bi-weekly cadence. You're reading it right now.

Keystone — System

The Atlas architecture. How Claude connects to Notion connects to workstreams connects to outputs. The thing you show leadership. Build in progress.

ROI Smoke Test Sexy Bacon Workstreams Team Architecture Decisions Next
ROI Snapshot — What This Is Worth

Value Delivered — May 2026

Brand intelligence cards built30 brands
Equivalent agency cost for competitive brand audits (30 × ~$2K–5K each)$60K–$150K
ADA compliance color analysis across all partnersIncluded
Smoke test — 30 sites tested, critical findings surfaced1 day, would be ~1 week agency
Command library templates (repeatable across partners)12 commands · v3
Time savings: context loading per session vs. rebuilding~45 min/session
The Business Case
ROI
The brand intelligence tool alone replaces what a branding agency would charge $2K–$5K per partner for competitive audits, color analysis, and market positioning. At 30 partners, that's $60K–$150K of deliverable value generated from Claude sessions at a fraction of the cost. The smoke test caught issues — TryTMS.org invisible to Google, 16 broken NeuroStim links — that would have continued bleeding leads without detection. The Keystone hub eliminates repeated context-building across team members: every person starts every session knowing where everything is, instead of asking "wait, where's that file?"
Brand Site Smoke Test — May 14
Critical Findings — Sent to Nate + Evy
ACTION NEEDED
30 brand sites smoke-tested against the Brand Intelligence v4 list. Four red flags surfaced — all blocking either traffic, attribution, or brand kit work.
⚠ Red Flags
  • TryTMS.org — ZERO Google index. DTC campaign site invisible to search. BDR vanity URLs route here. Entire BDR attribution chain is broken until this is fixed.
  • NeuroStim TMS — 16 broken outbound links via Evy's SEMrush (dead CDC URLs + malformed internal links). Logged in new 404 Tracker.
  • The Relationship Therapy Center — no website, no address, no GMB data. Needs ops collection.
  • Wellington Counseling — exiting network. Brand kit work paused.
⚠ New Brands — Indexing Gap
  • NC Mental Health Group — new, not indexed yet. Needs GSC submission.
  • TN Mental Health Group — new, not indexed yet. Needs GSC submission.
ARC_Brand_Smoke_Test_May2026.xlsx 3 tabs NeuroStim 404s Critical findings for Nate
The Sexy Bacon
Brand Intelligence V5 — Shipped Today
FLAGSHIP · LIVE
The flagship tool — now V5. JTBD Dashboard is Tab 1 (iframe to Nate's live sheet — where the day-to-day work actually lives). 30 brand cards with smoke-test warnings baked in: TryTMS shows "NOT INDEXED," NeuroStim shows "16 broken links," NC/TN show "NEW — needs GSC," Wellington shows "EXITING NETWORK," RTC shows "NO WEBSITE." New 404 Tracker tab aggregates broken links across all brands (seeded with NeuroStim's 16). Network Map, UTM Builder, and Websites+Smoke-Test merged view all carried forward from V4.
arc_brand_intelligence_v5.html 30 partner cards JTBD live iframe 404 Tracker Smoke test warnings
Keystone Hub — In Progress
BUILDING
The brain. Moving from "scattered HTML files" to "shared Notion workspace." Today's build: paste-ready package for Lisa's Notion instance (spaceId provided). 8 workstream pages, asset library, team roster, command library (12 phrases), architecture diagram, research library. This is the system that makes the brand intelligence, the process docs, and the team coordination all work from one place.
Active Workstreams
SEO + Reddit + GMB — Evy Lane
RUNNING
Evy Kartawinata — 90-day engagement. SEO, Reddit, Google My Business across ARC partner brands. Active and producing.

This week's updates:
Evy's Status
  • SEMrush audit — full crawl of NeuroStim TMS surfaced 16 broken outbound links (12 external, 4 internal). Site-audit module also caught 2 additional broken links in the 500-page sample.
  • Reddit research — starting subreddit research phase for ARC partner brands. Testing Claude + AnswerThePublic queries.
  • GMB tool search — looking for centralized GMB management tool (handle 30 brands from one console).
  • Keyword tracking — set up in SEMrush.
Evy Blockers — Need Nate
  • Google Search Console access — requested, not granted yet.
  • Google Analytics access — requested, not granted yet.
  • Paid link building history — needs confirmation of past activity.
NeuroStim TMS — 404 Repair Required
FIRE
16 broken links identified via SEMrush. Mix of dead CDC URLs (4 of them — likely CDC moved them in their 2024 site reorg), dead NIMH/APA/SAMHSA references, and malformed internal links with stray _blank=true query params on /locations/* pages. Tracked in Brand Intel V5 → 404 Tracker tab. Owner: Dano cleanup request sent (per JTBD sheet). Severity: SEO impact (broken outbound = trust signal degradation) + UX impact on local pages.
Paid Media — Matchnode
RUNNING
Matchnode / Jess — paid media agency handling ARC ad spend. Active lane, managed separately from organic workstreams.
Creative — Torreya Lane
MAPPING
Torreya Simon — ARC Creative Lead. Team has been met. Process integration with the Keystone hub TBD. NINfographic poster pending after deeper context gathering.
SEO Content — Beth Lane
MAPPING
Beth Finch — ARC SEO Content Lead. Integration with Evy's SEO workstream for keyword strategy alignment. NINfographic poster pending.
Digital Ops — Josie Lane
NEEDS INPUT
Josie Terry — ARC Digital Lead. Meeting completed. Process documentation needed. Claude instance pitch visual for Nate pending.
Action: Collect Josie's Canva spreadsheet (Excel file with links to all outputs and requests). Feeds into brand intelligence and asset naming conventions.
Blocked on: Meeting notes to build the process workflow visual.
Dev Team — Gford
NEW LANE
Gford — dev team. Visibility added to scroll so cross-functional dependencies are tracked (especially anything that touches TryTMS.org build, DotCMS migration, and Salesforce integrations).
Command Library
LIVE · V3
12-command trigger-phrase system. V3 canonical. Generic template created for ARC. Consistent, repeatable outputs across every session regardless of who's running it. Will live in the Keystone Hub under Command Library.
ARC Keystone — Notion Hub
BUILDING IN LISA'S INSTANCE
The brain. 8 workstream pages, asset library, team roster, architecture diagram, command library, research library, 404 monitor. This is the repeatable infrastructure — the operational backbone that makes the brand intelligence, the process docs, and the team coordination all work from one place instead of scattered files. Today: building the import package in Lisa's Notion (spaceId e03d689c...). Goal: Nate becomes editor next.
ARC Team
Nate Purpura
Sr. Director Growth Marketing · ARC HQ · Owns strategy + GTM
Lisa Joy Ricci
Consultant · Product + AI Operating Layer
Evy Kartawinata
Subcontractor · SEO + Reddit + GMB · 90-day
Beth Finch
ARC · SEO Content Lead
Torreya Simon
ARC · Creative Lead
Josie Terry
ARC · Digital Lead · Process doc pending
Gford
ARC · Dev Team
Matchnode / Jess
Paid Media Agency
Coming Soon — ARC Marketing Hero Trio

Torreya (Creative), Beth (SEO Content), Josie (Digital Ops) each get a NINfographic poster — their role, stamp, superpower, vehicle. This is how the team sees themselves in the system and takes ownership of their lane.

Architecture — How It All Connects

The Atlas — ARC System Architecture

🥓
Brand Intelligence V5 (The Sexy Bacon) — the visible output. 30 partner cards with competitive positioning, ADA compliance, smoke-test status, JTBD dashboard, 404 tracker. What leadership sees. What gets shared.
↑ generated from ↑
📜
The Scroll (This Document) — operations tracking. Every workstream, decision, blocker, and artifact linked. Updated from Claude sessions. The work layer.
↑ updated from ↑
🧠
Claude Sessions — where the work happens. Strategy, research, content generation, process documentation. Each session produces artifacts that feed the Scroll and the Keystone.
↑ organized by ↑
🏛
The Keystone (Notion Hub) — the central brain. 8 workstream pages, asset library, team roster, command library, architecture diagram, research library, 404 monitor. Everything routes through here. Building in Lisa's instance now; Nate gets editor access next.
↑ coordinates ↑
👥
NINfographics (The People Layer) — each operator has a poster with their role, stamp, and superpower. Onboarding artifact + culture tool. The "who" behind every workstream.
How Data Flows
TECHNICAL
Input: Claude sessions produce artifacts (HTML files, process docs, brand cards, strategy documents).
Storage: Artifacts save to Google Drive (shared folder). Keystone hub in Notion organizes and links them.
Output: The Scroll (this document) and the Brand Intelligence tool are the two primary outputs that leadership sees.
Update cycle: Every Claude session ends with a Notion update + Scroll refresh. No more scattered files.
Access: Lisa runs Claude sessions and owns Keystone editing. Nate gets viewer first, editor when stable. Team members access their lane pages in Notion.
Dedicated ARC Claude Project?
DECISION
Should ARC have its own dedicated Claude project that Nate can access? Or keep building in the current instance and exporting to the Keystone? The Josie process visual is the pitch document for this decision. Goal: ARC operations live in a shared system, not in one person's chat history.
Open Decisions — Yes / No / Not Yet
Host the brand intelligence on a shareable URL?
Currently a local HTML file. Nate needs to share it by link, not attachment. Embed link also needs fixing. This is the #1 thing blocking Nate from using the demo freely with leadership.
Yes — Host It Need Options First
Build a dedicated ARC Claude project?
Separates ARC operations from personal work. Nate gets visibility. Sessions auto-update the Keystone. Requires Claude Team or similar setup.
Yes — Build It No — Keep Exporting After Josie Visual
Grant Evy GSC + GA access this week?
Evy's SEO workstream is partially blocked. SEMrush gets her partway, but Search Console + Analytics are needed for real performance work. Paid link building history also needed.
Yes — Unblock Evy Need Nate Time
Build TryTMS.org landing page now?
Site has ZERO Google index. BDR vanity URLs route here. Until this is built, the entire BDR attribution chain is broken. Nate owns; target was 5/8 per JTBD.
Yes — Next Build After Keystone
Collect Josie's Canva spreadsheet this week?
Excel file with all output links and requests. Feeds into brand intelligence, naming conventions, and the asset library in the Keystone. No process doc without this data.
Yes — This Week Next Week
Nate Check
"Is this going to make money?"

$60K–$150K equivalent agency value delivered. Smoke test caught TryTMS attribution leak. NeuroStim 404s fixed = trust signals restored. Pipeline unblockers identified (GSC/GA for Evy, TryTMS landing).

Lisa Check
"Did you actually build the thing?"

V5 shipped + uploaded. Scroll V3 shipped. Keystone package shipped to Notion-ready format. Every card cross-referenced to source files. No orphan links.

What's Next — Prioritized
01
Get Evy unblocked. GSC + GA access + paid link building history. Lisa to ping Nate. Without these, Evy's SEO lane is half-speed.
02
Fix NeuroStim 404s. 16 broken links → Dano cleanup. New 404 Tracker tab in V5 holds the queue.
03
Build TryTMS.org landing page. Site is invisible to Google. BDR attribution chain depends on this. Separate session.
04
Submit NC + TN MHG to Google Search Console. Two new brands not indexed yet.
05
Host the brand intelligence on a shareable URL. Fix the embed link. Get Nate a sharable URL. The sexy bacon needs to sizzle on demand.
06
Finish the Keystone in Lisa's Notion. Import the package, wire up the 8 workstream pages, then add Nate as viewer.
07
Josie process doc + Claude pitch visual. Meeting notes in → Claude builds the workflow map + the visual that gets Nate to greenlight the dedicated ARC Claude project.
08
Meet Torreya and Beth in depth. Take notes: what's their superpower, what do they actually do that nobody sees, how do they work. Feed to Claude for the ARC Marketing Hero Trio NINs.