Lane 01 · Onboard

Tell the system who you are this quarter.

Every downstream decision is conditioned on the goal, budget, and lifetime value you set here. Takes three minutes.

Quarter Quarterly goal

Monthly marketing budget (INR)

Average patient lifetime value (INR)

Target CPA (15% of LTV)

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Target CPL (CPA ÷ 10)

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Max leads/month at target CPL

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Existing sessions

Lane 02 · Listen · The Monday Ritual

Four tools. Four readings. Forty-five minutes.

Collect evidence from public tools in a structured form. Every box is independently savable — partial progress is fine.

Week number:

01

Google Trends

open →

Is interest in our category growing, flat, or falling in our specific district?

Terms compared (comma-separated) Region Shape of the line One-line verdict

02

Keyword Planner

open →

In absolute numbers — how many people are searching, and for what?

Keyword	Vol/mo	CPC (₹)	Comp.

03

Meta Ad Library

open →

What is every competitor paying to say right now — and what are they ignoring?

04

Patient Voice

open →

What do patients ask at night, and complain about after competitor visits?

Top questions (one per line) Recurring competitor complaints (one per line)

Lane 03 · Whitespace

Every candidate angle gets a number.

Whitespace Score = Patient Demand (D) × Competitor Gap (G). Score ≥ 15 is campaign-worthy. Score ≤ 5 is a crowded battlefield — walk away.

Opportunity Matrix

Patient Demand (D) →

Competitor Gap (G) →

Winner Score ≥ 15 6–14 ≤ 5

Lane 04 · Campaign Brief

Ten fields. One page.

If a brief does not fit on one page, the plan is not a plan — it is still an idea. Fields auto-fill from earlier lanes; edit freely.

01 Campaign name

02 Audience temperature

05 Core message

03 Hypothesis (belief + evidence)

04 Audience definition

06 Offer

07 Channel split

08 Daily budget (₹)

08 Duration (days)

09 Success metric

10 Kill criteria

Lane 05 · Dashboard

The Friday 1-pager.

Metrics integration (Meta / Google / GA4 / call-tracking) ships in Sprint 03. Below is the page shape — live feeds are stubbed.

Week of

14 Apr – 20 Apr 2026

First live campaign will populate this card.

Spend this week

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Awaiting Sprint 03 integration

Qualified leads

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Awaiting Sprint 03 integration

Current CPL

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vs. target: see Lane 01

Adapt recommendations

2× rule — surfaces ads performing 2× better (scale) or 2× worse (pause) than the mean. Requires live data.
7-day rule — no suggestion fires before 7 days of data. Requires live data.
Next hypothesis — auto-drafted from the biggest lever identified each week. Requires live data.