The symptoms are real. The cause shouldn't be a guess.
A working walkthrough of the whole journey: five ads that earn the click for a reason, a quiz that inherits that reason, a doctor-led recommendation with one upgrade, and the four emails that give three times before asking once.
Claire, 47. Tired of being told it's nothing.
Meet Claire & her moments of truth
The demand is already there: 200,000+ UK perimenopause searches a month, growing 4× faster than “menopause”. Demographics, her moments of truth, and the organic content that warms the audience before the ads run.
social →The sentence, out in the world
Underground platforms, bus stops and washroom mirrors, the black statement posters where Claire commutes and waits, each with a QR route into the quiz.
offline →The ads and the quiz
Five ad routes, energy, sleep, perimenopause, brain fog, what's wrong, each opening its own conversation. Five questions, live routing trace, red-flag safety rule. Fully tappable.
quiz →Doctors decide, then the money
A clinician-owned rule table picks one panel. The price arrives last: the review from £499, and one upgrade offered once, helfy® Test + Scan at £1,399.
on the result screen →Give, give, give, then ask
Four emails per route. Three sell nothing, a symptom log, GP questions, honest limits of testing, bone protection. The fourth makes the one ask, with the upsell.
emails →Not slides. A working funnel.
Each with its own creative, hook and opening question
Fully tappable, with the routing decision shown live as she answers
Deterministic panel selection, plus a red-flag veto that suppresses commerce entirely
Four per ad route, three of which sell nothing
Underground, bus stop and washroom, each with its own QR and short URL
The design system in 00b is not on this list. It was reverse-engineered from the live site after the entry had been judged and picked as the winner, then applied back across all seven pages. The strategy and the funnel won on the day; the brand parity came later.
The language is generated. The pathway is not.
Everything here was produced fast, and that is what the tooling is for: five ad routes, twenty emails and a working site in the hours we had. What the tooling does not do is decide what Claire gets offered. That runs through a rule table a clinician can read, argue with and overrule, because a system that is right most of the time is the wrong shape for a decision about somebody's health.
The proof is one answer. Tell the quiz she is bleeding between periods and it stops selling — no panel, no price, no follow-up marketing, a free call with a doctor instead. It does not even finish asking about her cash plan. That is rule SAFETY-01, and a model optimising for conversion does not do that unless something above it makes it.
Try it on the quiz →Everyone tells her what her numbers are. We tell her what to ask.
Working pitch prototype · panel contents and prices are campaign figures, not live catalogue. Not medical advice.