Hey there! Chris here from Aeva AI Receptionist for Healthcare.
I found an old notebook this week. One from the early days of Aeva in 2024.
Pages of scratchy little logo sketches. Dozens of versions of the same "A", drawn over and over, looking for something that felt right.
I almost didn't share them. Not because they're rough, but because of what they represent to me.
Logos are the work I dislike doing the most.
Why? because early on, branding is the most seductive way to feel like you're building a business without actually building one. You can spend a fortnight on a logo and another month on a website, then walk away feeling productive. Meanwhile the product hasn't moved an inch.
And I'll be honest, I still catch myself doing it. The trap doesn't go away once you've got customers. It just changes outfit.
For our logo, I did these in an afternoon. As soon as I created one I kind of liked, I picked it, and went straight back to the only thing that mattered. Making Aeva actually work.
The trap isn't the logo
I'm not saying branding doesn't matter. It does. We did a full logo and website rebrand a few months back.
Aeva’s new logo
But the trap is sequencing. It's doing the work that feels like progress before the work that is progress.
Every clinic owner I talk to fights this. It's just what happens when you're busy. The polished work is easier to face than the work that actually matters.
In a clinic it tends to look like this:
The waiting room gets repainted. The website gets its third redesign. New brochures, new signage, a fresh logo on the door.
The question I keep coming back to
It's the one I ask myself when I notice I'm fiddling with something that doesn't matter. I'd offer it to you the same way.
What's the one thing in your practice you already know is leaking patients, that you've been putting off because something more polished felt more urgent?
It's different for every clinic. The no-shows nobody follows up. The patients who lapsed twelve months ago and never got a call. The enquiry that sat unanswered for two days. The treatment plan that quietly never got booked in. The phone ringing out at lunch.
None of it is glamorous. All of it is where the money actually goes.
That's the bit to do first. The brochures will still be there next month.
What we're building toward
This is the same lesson turned inward, and it's the part I'm most excited about right now.
We've just been through our top-performing clinics. The ones turning more than 30% of their otherwise-missed calls into booked patients.
One in three of the calls that used to just vanish into voicemail.
We're building a system to track exactly what those clinics do differently. The settings, the scripts, the small choices that separate a good result from a great one.
I can't wait to share what we find over the coming weeks.
The logo sketch took an afternoon. But the brand behind that logo has taken 1.5 years.
Every call counts,
Chris Baxter
founder, Aeva AI Receptionist for healthcare
P.S. What's your "productive procrastination"? The polished thing you reach for instead of the messy thing that matters? Hit reply, I read every one.
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