Service Descriptions

1.1 Purpose. These Service Descriptions define what each standard AEVA service includes. They are part of the Agreement under the Master Terms. Each Order Form lists the services purchased and identifies the version of these Service Descriptions that applies.

1.2 Quantities. Where the Order Form states a quantity, allowance, or tier for a service, the Order Form controls. Where it states none, the quantities below apply.

1.3 Outside scope. Anything not listed as included is outside the Services. Additional standard services are ordered by an add-on Order Form, custom work by a Statement of Work, and changes to existing scope by a change order, as Section 3.7 of the Master Terms provides.

1.4 Approvals and revisions. Every landing page, website, campaign, and message goes live only after an Authorized Approver approves it (Master Terms Section 3.5). Each Deliverable includes two (2) rounds of reasonable revisions unless a service below states otherwise.

1.6 Content responsibility. Client is responsible for the accuracy and regulatory compliance of all content it approves under any service, including medical, treatment, and outcome claims (Master Terms Section 3.5).

1.7 Allowances and approvals. If Client does not approve or request changes to a page, video, or other allowance item within ten (10) business days after AEVA submits it for review, it counts as delivered against the allowance. AEVA will still publish it only after an Authorized Approver approves it.

1.8 Term length. Allowances stated per Term are for a 12-month Term and are prorated for Terms, or Covered Periods under Section 8, shorter or longer than 12 months.

1.5 Timing. AEVA does not commit to delivery dates. Any timeline AEVA shares is a good-faith estimate, not a commitment, and depends on Client providing complete information, access, assets, and approvals. Delays in those extend any estimate.

AEVA's proprietary CRM and growth platform, licensed for Client's use during the Term, sold in four tiers that match AEVA's Launch, Accelerate, Amplify, and Dominate packages. The Order Form names the tier and its price.

Included in every tier

• Platform account setup and configuration
• CRM with contact records, pipelines, and lead capture from AEVA-built pages and forms
• Email and SMS communications tools
• Unlimited contacts and unlimited email sends
• Import of Client's existing contact list during onboarding, provided in CSV or another format AEVA supports, after the BAA is signed (Master Terms Section 7.1). AEVA may exclude from SMS any contact without documented SMS consent.
• Recorded training resources

Tiers

Features and quantities are a starting proposal.

How tiers work

• An SMS segment is up to 160 standard characters. Longer messages, or messages with emoji or special characters, use more than one segment. Inbound and outbound messages both count toward the allowance.
• SMS allowances apply to each practice location separately and are not pooled across locations.
• Unused SMS segments do not roll over to later months.
• Additional user seats are available on any tier by add-on Order Form.
• Unlimited email is subject to acceptable use. Client will not upload purchased, rented, or scraped lists, will keep its lists clean, and will honor unsubscribes. AEVA may throttle, pause, or suspend sends that violate law or harm sender reputation or deliverability.
• AEVA may update, add, or retire Platform features over time, provided the Platform's core functionality is not materially reduced during the Term.
• Client may move up a tier at any time by an add-on Order Form or change order. Moving down takes effect at renewal.

Client provides

• Business information for SMS carrier registration (A2P 10DLC)
• Access to any systems Client wants connected, where AEVA supports the connection

Not included

• Custom automations, integrations, and data migration beyond the onboarding contact import (available by SOW)
• SMS segments above the tier's monthly allowance (billed under Master Terms Section 4.3)

AEVA plans, writes, builds, and sends email and SMS campaigns to Client's patient list through the Platform.

Included

• Unlimited email and SMS campaigns, such as promotions, reactivation, and seasonal offers. Pricing on the Order Form reflects Client's expected campaign volume. AEVA may adjust Managed Messaging pricing at renewal based on Client's actual campaign volume during the Term, with the notice Master Terms Section 4.4 requires. AEVA sets the campaign calendar and send cadence in its reasonable discretion, considering Client's input and list health.
• Monthly campaign opt-in form for Client to submit offers and ideas
• Copywriting, design from AEVA templates, audience segmentation, and scheduling
• Preview of each campaign for approval before it is sent

Client provides

• Offers, pricing, and any restrictions for each campaign
• A patient list with the consents that email and SMS marketing laws require

Not included

• Custom-designed templates and printed or direct-mail pieces
• SMS segments above the Platform tier's monthly allowance. SMS campaigns count toward that allowance (Section 2).

A new practice website designed and built on AEVA's platform and hosted by AEVA during the Term.

Included

• Discovery session and sitemap
• Design and build of every page in the sitemap agreed at discovery, such as home, about, providers, contact, and service pages. There is no fixed page limit; the size of the site is reflected in the Order Form pricing.
• Mobile-responsive design, forms connected to the Platform, and conversion tracking
• On-page SEO foundations at launch: page titles, meta descriptions, headings, and redirects from the old site
• Hosting, SSL certificate, security updates, and backups during the Term. AEVA keeps administrative and hosting access during the Term; Client does not receive admin, hosting, or server access. Full access transfers at handoff once all amounts due are paid (Master Terms Section 6.4).
• Routine content updates after launch (such as hours, staff, pricing, and photo swaps), reasonable in scope and frequency, through the service request form

Client provides

• Logo, brand guidelines, provider bios, and photos, or approval of AEVA-selected stock images
• Domain registrar access and any existing website credentials
• Review of the site within the Master Terms review period

Not included

• Pages added after the sitemap is approved, and new pages or sections after launch, unless the Order Form includes SEO Growth (Section 5), which covers them
• E-commerce, patient portals, and custom functionality (available by add-on Order Form or SOW)
• Photography, video production, and professional copywriting beyond the included pages
• Domain registration fees and third-party software licenses

Ongoing search engine optimization, new website pages, and content for the Client website, sold in four tiers. The Order Form names the tier and its price.

Included in every tier

• Keyword and competitor research for Client's services and service area
• Technical SEO monitoring and fixes on the AEVA-hosted website
• Internal linking across the website
• Local citation building and management
• Quarterly report on rankings, organic traffic, and organic leads

Tiers

Per-Term quantities are prorated for Terms shorter or longer than 12 months (Section 1.8). All quantities are a starting proposal.

How allowances work

• New pages include service, treatment, condition, and location pages and blog posts, each counting as one page, written, designed, and optimized by AEVA. AEVA and Client choose which pages to build in the strategy review.
• Videos (Amplify and Dominate) are short SEO-optimized videos about Client's services. For each video, AEVA:
  • generates the topic and outline
  • edits the footage and handles post-production
  • delivers the final video file to Client
  • posts the video on Client's website, if AEVA hosts the website
  • may use the video across the marketing materials AEVA produces for Client, such as landing pages, email campaigns, and ads

  Client films the footage, following AEVA's outline, and provides it to AEVA. Client warrants that every person shown has signed a written release and that any patient shown has signed a HIPAA-compliant authorization (Master Terms Section 6.5). Client approves each video before AEVA posts or uses it.

• Google Business Profile setup (Launch) is done once: claiming or verifying the listing, categories, services, hours, photos, and description. Ongoing management (Accelerate and up) keeps the listing current and includes regular posts. Review responses are included in Dominate only. AEVA writes them from Client-approved templates and never confirms that a reviewer is or was a patient.
• Page and video allowances apply to the full Term. AEVA plans their delivery across the Term with Client in the strategy reviews.
• In the Dominate tier, new pages are unlimited and are delivered at a pace AEVA sets in its reasonable discretion, considering Client's input in the strategy reviews.
• Unused allowances do not carry over to a renewal Term.
• If Client changes tier during the Term, the page and video allowances are prorated for the rest of the Term.
• Client may move up a tier at any time by an add-on Order Form or change order. Moving down takes effect at renewal.

Not included

• SEO on websites AEVA does not host, and review generation programs
• Filming, on-site video shoots, and video equipment
• Backlink building and Google review responses in the Launch, Accelerate, and Amplify tiers
• Video in the Launch and Accelerate tiers, and videos beyond the tier allowance (available by add-on Order Form)
• Guaranteed rankings (Master Terms Section 3.9). SEO results typically build over several months after a site launch.

A single page built for one service, device, or offer, usually to support a launch or a paid campaign. Each landing page counts as one unit.

Included per landing page

• One page for one primary service or offer, built from AEVA's landing page framework
• Copywriting, layout, and images from Client assets, manufacturer-approved materials, or licensed stock
• Lead form connected to the Platform, with lead routing and notifications
• Conversion tracking and a dedicated tracking phone number
• Deployment on Client's domain or an AEVA-hosted subdomain
• Staging preview for approval, and two (2) revision rounds

Not included

• Multi-page funnels, quizzes, calculators, and booking integrations (available by SOW)
• A/B test variants beyond one version

Ownership

AEVA owns landing pages and the marketing materials it creates, and they stay with AEVA after termination. Client owns its own images and videos (Master Terms Section 6.1).

Management of paid campaigns on the advertising platforms listed on the Order Form. Master Terms Section 12 applies.

Strategy and setup

• Campaign strategy and audience research
• Configuration of Client's ad accounts, business portfolio, and AEVA partner access
• Conversion tracking and lead capture, with leads routed to the Platform and calls tracked through a dedicated number
• One landing page per campaign, as described in Section 6
• Creative direction, ad copywriting, and ad creative from Client assets or licensed stock

Campaign execution

• Campaign build and launch after approval of the brief and creative
• Budget pacing to the approved monthly ad spend
• Ongoing monitoring and optimization, including bids, targeting, keywords, and pausing weak ads
• Reallocation of budget among running campaigns within the approved total (Master Terms Section 12.2)
• Creative refresh up to two (2) times per campaign per quarter
• Monthly report on spend, leads, cost per lead, and booked consultations

Needs new approval

• A new offer, a new creative concept, a new platform, or a change to the total monthly ad spend

Not included

• Ad spend, which Client pays to the platforms directly unless the Order Form states it is covered by a Funder (Master Terms Sections 12.3 and 13.5)
• Additional landing pages for the same campaign (available by add-on Order Form)
• Platforms not listed on the Order Form
• Video production, photo shoots, and influencer content
• Legal or regulatory review of the claims and offers Client approves (Master Terms Section 12.6)

8.1 Same descriptions apply. When a package is funded under Master Terms Section 13, each Covered Service listed on the Order Form includes what this document describes for that service, for the Covered Period.

8.2 Package limits. The Order Form states the Covered Services, quantities, and any Covered Ad Spend. Work beyond them requires Client's separate written authorization and is billed to Client.

8.3 Allowances. Page, video, and other per-Term allowances apply over the Covered Period and are prorated if it is shorter or longer than 12 months (Section 1.8). Monthly allowances, such as SMS segments, apply for each month of the Covered Period.

8.4 Ad spend. Ad spend may be covered by the Funder or paid directly by Client, as the Order Form states.