KPI TARGETS · AB BACKLOG · AUDIENCE STACK · MRS LEE CHANNEL ECONOMICS
The performance-marketer lens on Dr Stan's 2026 expansion. KPI targets per persona × channel. 30 AB tests sequenced. Audience stack rebuilt — Mrs Lee channel geo-targeted lookalike at RM30-80 CPA (3-5x more efficient than male-direct at RM150-300). Pillars: (1) keep WhatsApp ACCA as primary BOFU, (2) expand TOFU via wife-bypass + caregiver-daughter emergent persona EP3, (3) build SEO blog cadence for high-intent Google searchers, (4) pilot corporate-wellness B2B for KL MNC HR programs, (5) maintain credentialing floor via 林伟豪-style CN-MY KOL outreach. Revenue-per-acquisition (RAQ) math locked at RM 8K for the 6-session × 20-min protocol across all personas — but acquisition COST varies 5x by persona.
§ A KPI Target Framework · 5 Layers
RM 8K
RAQ · Revenue per Acquisition
6-session × 20-min protocol. Same across all 8 personas. Locked.
RM 30-80
Mrs Lee CPA
Geo-fenced KL central women 40-55. The 3-5x efficiency vs male-direct.
RM 150-300
Male-Direct CPA
Marcus + Vincent + Ah Hock + Uncle Chen blended.
100×
Target ROAS (Mrs Lee)
RM 8K / RM 80 — uncontested channel economics
27-53×
Target ROAS (Male-Direct)
RM 8K / RM 300-150 — strong but lower
90%
Improvement Rate (Dr Stan)
500+ men, 12-year clinical record. NOT 73%. Locked.
§ B Per-Persona Performance Targets
| Persona | Track | Primary Channel | Target CPM (RM) | Target CTR | Target CPC (RM) | Target CPA (RM) | Target ROAS | Volume Capacity |
|---|
| Mrs Lee 47 EN+CN | C | IG geo-fenced | 8-14 | 2.0-3.5% | 0.40-0.70 | 30-80 | 100-265× | 40% of pipeline (NEW) |
| Vincent 50 (executive) | A | SEO blog + landing + IG | 15-22 | 1.0-1.8% | 0.85-2.20 | 150-220 | 36-53× | 15% of pipeline |
| Marcus 35 (fitness) | A | Meta CTWA + IG | 12-18 | 1.5-2.5% | 0.50-1.20 | 100-180 | 44-80× | 12% of pipeline |
| Ah Hock 45 (middle mgr) | A blend B | Meta CTWA | 10-16 | 1.6-2.8% | 0.42-1.00 | 120-200 | 40-67× | 10% of pipeline |
| Uncle Chen 55 (SME owner) | B | FB CN page + WhatsApp | 6-10 | 1.8-3.0% | 0.25-0.55 | 80-150 | 53-100× | 10% of pipeline |
| Ah Keat 48 (blue-pill defector) | B | Meta CTWA + FB CN | 7-11 | 2.0-3.5% | 0.25-0.55 | 90-160 | 50-89× | 7% of pipeline |
| Uncle Lim 62 (prostate) | B | FB CN + WhatsApp broadcast | 5-9 | 1.5-2.8% | 0.20-0.50 | 70-140 | 57-114× | 5% of pipeline |
| Danny 38 (smoker) | A | IG + Meta | 11-17 | 1.0-1.8% | 0.60-1.70 | 180-280 | 29-44× | 1% of pipeline |
Volume capacity: ~10 patients/day × 5 days/week × current clinic = 50 patients/wk × 6-session protocol → ~415 active patients/qtr. At capacity. Mrs Lee channel + 林伟豪 KOL is the unlock for capacity-stretch via better-qualified pipeline (less consultation-to-treatment drop-off).
§ C Audience Stack · Locked
Track C · Mrs Lee Channel · NEW PRIMARY (40% of Q3 budget)
| Layer | Targeting | Est Reach | Est CPM (RM) |
|---|
| L1 · Cold Geo | Women 40-55, KL Central + West (Mont Kiara · Bangsar · Damansara Heights · TTDI · Bukit Lanjan · Sri Hartamas) | ~120K | 8-14 |
| L2 · Cold Interest | Goop, Cosmopolitan, Refinery29, Marie Claire, mid-life wellness, Pantai concierge, AIA wife-protection, marriage counseling | ~80K | 10-15 |
| L3 · Cold Lookalike | 1% LAL from Dr Stan WhatsApp inbound (after sufficient data — Q4 2026 earliest) | ~40K | 9-13 |
| L4 · Warm Retargeting | Site visitors W21-W32, IG profile visitors, video 50%+ viewers | ~8K | 6-10 |
| L5 · Hot Retargeting | WhatsApp PM started but didn't book consult, "WIFE" message senders | ~600 | 4-8 |
Track A · Male-Direct EN-Premium (35% of Q3 budget)
| Layer | Targeting | Est Reach | Est CPM (RM) |
|---|
| L1 · Cold Geo + Demo | Men 35-55, KL + Selangor, household income RM 15K+, EN-primary | ~280K | 12-18 |
| L2 · Cold Fitness | Lululemon, GymShark, MyProtein, Whoop, Apple Watch, Crossfit KL, Strava | ~95K | 15-22 |
| L3 · Cold Executive | Private banker, Mercedes-BMW, business-class travel, Robb Report, Monocle, financial publications | ~45K | 18-26 |
| L4 · Warm RT | Drstan.com.my visitors, IG profile visitors, video 75%+ viewers | ~6K | 8-12 |
| L5 · Hot RT | WhatsApp inbound non-converters W-1 to W-4 | ~400 | 5-9 |
Track B · CN-Bold (20% of Q3 budget)
| Layer | Targeting | Est Reach | Est CPM (RM) |
|---|
| L1 · Cold Geo + Lang | Men 45-65, KL + Selangor, Chinese language settings, Cheras / Subang / PJ / Klang | ~190K | 6-10 |
| L2 · Cold Cultural | WeChat moments, Mahjong groups, CN-MY temple WhatsApp, Astro Chinese channels, MyTV Mandarin | ~75K | 5-9 |
| L3 · Cold KOL Adjacency | 林伟豪-style channels, MY-CN男士养生, FB CN health groups, WeChat health-vertical | ~30K | 7-11 |
| L4 · Warm RT | FB CN page engagement, WeChat moment click-throughs | ~4K | 4-7 |
| L5 · Hot RT | WhatsApp inbound CN-conversation non-converters W-1 to W-4 | ~200 | 3-6 |
§ D Budget Allocation · Q3 2026 (Mrs Lee Pilot)
| Bucket | Allocation | Spend (RM) | Notes |
|---|
| Track C · Mrs Lee Pilot | 40% | 5,000 | NEW · IG geo-fenced women 40-55 KL central. Pilot Q3 W3-W6. |
| Track A · Marcus + Vincent + Ah Hock | 35% | 4,375 | Existing CTWA scale |
| Track B · Uncle Chen + Ah Keat + Uncle Lim | 20% | 2,500 | FB CN + WeChat adjacency |
| SEO blog + landing | 3% | 375 | Vincent organic discovery |
| 林伟豪 KOL partnership | 2% | 250 | 1-2 sponsored interviews Q3 — pre-baked at RM5-15K from internal budget |
| TOTAL Q3 BUDGET | 100% | RM 12,500/mo | Stretches to ~RM 37,500 total Q3 spend |
§ E The Mrs Lee Channel Economics · Deep-Dive
PERSONA: Mrs Lee 47 (Christina Lee · Bangsar Babes · KL Central)
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CHANNEL: IG geo-fenced Mont Kiara · Bangsar · Damansara Heights · TTDI
TARGETING: Women 40-55, household income RM 25K+/mo
CREATIVE TRACK: C · Mrs Lee · Goop / Cosmo MY editorial register
HOOK FAMILY: A9-A12 wife-bypass · M-EN-01 through M-CN-04
CPM: RM 8-14
CTR: 2.0-3.5% (mid-life female demographic + relevant hook + emotional resonance)
CPC: RM 0.40-0.70
PM-START RATE: 25-40% (highest of any Dr Stan channel — wives PM, men don't)
QUALIFIED LEAD: 60% of PM-starts (vs 30% male-direct)
BOOKING RATE: 40-50% (Mrs Lee is the buying decision-maker)
SHOW RATE: 75-85% (couple's-commitment effect — husband walks in when wife books)
CPA EQUATION:
CPM(11) / 1000 × 1000 imps = RM 11
CTR(2.7%) = 27 clicks → CPC RM 0.40
PM-START(32%) = 8.6 PMs → CP-PM RM 1.28
QUALIFIED LEAD(60%) = 5.2 leads → CP-QL RM 2.10
BOOKING(45%) = 2.3 bookings → CPA RM 4.78 ← THE INSIGHT
SHOW(80%) = 1.9 shows → COST PER SHOW RM 5.97
TREATMENT(85%) = 1.6 treatments → COST PER ACQUISITION RM 7.02
↑
But account-level CPA includes: scale-cost-rise, audience-fatigue, creative-fatigue.
REAL EXPECTED CPA at scale: RM 30-80
ROAS: RM 8,000 / RM 50 (midpoint) = 160× → CAP TO 100× CONSERVATIVE
The Mrs Lee channel economics are uncontested in KL/Selangor today. Why:
- No competitor targeting wives — Speedoc / DoctorOnCall / Pantai Urology / Hims-clones all target the man directly. The wife-bypass channel is empty.
- Highest sim score — Mrs Lee scored 95/100 EN and 96/100 CN in Phase 1 Mirofish. The #1 converter persona.
- She's the buying decision-maker — even when Henry walks into the clinic, Mrs Lee decided. Marketing to her saves on 6-month deliberation cycle.
- Couple's-commitment effect — wife-booked appointments have 85%+ show rate vs 65% husband-booked (deferred decisions).
- Geo concentration — KL central is dense for the demographic (Mont Kiara + Bangsar + DH + TTDI). IG geo-targeting is razor-precise. Lower CPM than national.
- Creative leverage — Mrs Lee's Cosmo / Goop register costs same to produce but converts 3-5x. The Nano Banana Pro shoot pays for itself in first 2 weeks.
§ F The 30-Test AB Backlog · Sequenced
Locked test-backlog from artefact 13 §J. Sequenced for Q3 2026 (W21-W32). Each test runs 7-14 days, min 1k impressions per cell, primary metric = WhatsApp inbound PM rate (faster signal than CPA).
| Week | Test# | Hypothesis | Persona | Spend (RM) | Decision Metric |
|---|
| W21 | T01 | "Treatable. Not with pills." (EN-11) vs "What pills don't fix" (EN-06) | Ah Keat / Ah Hock | 800 | PM-start rate + cost-per-PM |
| W21 | T18 | Tagline-only static vs 3-line body in cold TOFU | All cold | 800 | CTR + CP-PM |
| W22 | T02 | Dr Stanley editorial portrait vs clinic-interior hero | All | 800 | CTR + brand-recall lift |
| W22 | T07 | 修复 (repair) vs 治疗 (treat) in CN headline | All CN | 800 | CTR + CP-PM CN |
| W23 | T03 · MRS LEE PILOT WEEK 1 | Mrs Lee PM ("WIFE") vs generic CTA | Mrs Lee | 1,200 | PM-start rate + qualified-lead % |
| W24 | T09 · MRS LEE PILOT WEEK 2 | Mrs Lee carousel "his health is your project" vs PM CTA | Mrs Lee | 1,200 | CTR + carousel-completion rate |
| W25 | T22 · MRS LEE PILOT WEEK 3 | IG geo-fence "Mont Kiara + Bangsar + DH + TTDI" vs broad KL women 40-55 | Mrs Lee | 1,200 | CPM + qualified-lead density |
| W25 | T04 | "What pills don't fix" vs "Repair vs mask" | Ah Keat | 800 | PM-start rate |
| W26 | T10 · MRS LEE | 15s Reel "3 things to say" vs 30s testimonial | Mrs Lee | 800 | Reel completion + PM rate |
| W26 | T05 | Calgary + IMU + 12yr stack vs single-credential | All | 800 | CTR + credential-recall |
| W27 | T08 | Prostate-sleep-loss vs ED-direct hook for Uncle Lim | Uncle Lim | 600 | CTR + qualified-lead % |
| W27 | T06 | CN 兄弟 register vs formal CN | Uncle Chen | 600 | PM-start rate CN |
| W28 | T15 · NEW EMERGENT | Caregiver-Daughter EP3 emergent hook for Uncle Lim cohort | Uncle Lim daughters | 600 | PM-start rate + buyer-relationship |
| W28 | T11 | "Side-entrance + private appointment" vs "Discreet care" alone | Vincent | 800 | CTR + qualified-lead % |
| W29 | T14 · KOL EXPERIMENT | 林伟豪-style CN-MY KOL interview vs paid Meta CTWA on cost-per-PM | Uncle Chen | 1,500 (KOL) | cost-per-PM + halo effect |
| W29 | T20 | WhatsApp ACCA first-name reply vs scripted | All | — | conversion rate ACCA |
| W30 | T17 · MRS LEE | "Mrs Lee researched 6 clinics" testimonial vs generic | Mrs Lee | 800 | CTR + identification rate |
| W30 | T16 · MRS LEE | Sage-green aesthetic vs blue-clinical for IG geo-fenced | Mrs Lee | 800 | CTR + brand-recall |
| W31 | T28 | CN tagline 修复 vs full sentence CN in cold | All cold CN | 600 | CTR + CP-PM CN |
| W31 | T29 · MRS LEE CN | Mrs Lee CN "私聊 '帮他'" vs "私聊我们" alone | Mrs Lee CN | 600 | PM-start rate CN |
| W32 | T30 · B2B CORPORATE | Corporate-wellness B2B HR cold-email vs paid Meta for KL MNC bracket | Marcus + Vincent B2B | 800 | HR-response rate + qualified-lead from intro |
| W32 | T27 | Pre-CTA video (60s FAQ) vs direct CTA | All MOFU | 800 | Show-rate at consult |
§ G Per-Channel ROI Ranking · Locked
| Rank | Channel | Primary Persona | Est. CPA (RM) | Est. ROAS | Volume Headroom | Q3 Recommendation |
|---|
| 1 | IG geo-fenced (Mrs Lee track) | Mrs Lee 47 | 30-80 | 100-265× | HIGH | SCALE 40% budget |
| 2 | FB CN page + WeChat (CN cohort) | Uncle Chen + Uncle Lim + Ah Keat | 80-160 | 50-100× | MID | Maintain 20% |
| 3 | Meta CTWA EN (existing) | Marcus + Ah Hock + Vincent | 120-220 | 36-67× | HIGH | Maintain 25% |
| 4 | SEO blog + landing | Vincent 50 | — | — | HIGH (long-tail) | 3% (organic discovery) |
| 5 | 林伟豪 CN-MY KOL | Uncle Chen 55 | ~60-120 (one-time) | 67-133× per video | LOW (volume capped) | 2% pilot |
| 6 | Corporate wellness B2B | Marcus + Vincent (via HR) | UNKNOWN (test W32) | — | UNKNOWN | Pilot 1% post-T30 |
| 7 | IG organic + Reels (Track A/C) | Mrs Lee + Marcus | — | — | MID (slow build) | Compound & share |
| 8 | Email nurture sequence (from WhatsApp non-converters) | All | — | — | MID | Build Q4 (Klaviyo flows) |
§ H The Q3 2026 Performance Targets · Locked
RM 37.5K
Q3 Total Spend
RM 12,500/mo × 3 months
~750
Q3 Total WhatsApp PMs
Inbound from all channels combined
~400
Q3 Qualified Leads
~53% qualification rate avg
~180
Q3 Bookings
~45% lead-to-booking
~140
Q3 Treatments Started
~78% show-rate avg
RM 1.12M
Q3 Revenue (est)
~RM 8K × 140 treatments
Blended Q3 ROAS = ~30× (RM 1.12M / RM 37.5K). Mrs Lee channel alone contributes ~RM 480K rev (60 treatments × RM 8K) on RM 15K spend = 32× ROAS from Mrs Lee track alone.
§ I Risk Envelope · 6 Operational Risks
| # | Risk | Likelihood | Impact | Mitigation |
|---|
| R1 | Clinic capacity hit at 50/wk patients | HIGH (Q4) | Revenue cap, missed inbound | Mont Kiara/Bangsar satellite consults (quarterly), longer slots W3-onward |
| R2 | Mrs Lee channel saturation in <8 weeks | MID | CPA inflates 2-3x | Geo-rotate KL South + Subang adjacent areas, expand to PJ Bukit Lanjan / Sunway / TTDI extensions |
| R3 | KKM notice on Mrs Lee wife-bypass creative | LOW | Pause Mrs Lee track | Pre-clear "Mrs Lee researched 6 clinics" claim via KKM compliance officer (intel 13) |
| R4 | Speedoc / DoctorOnCall MY launch pill-channel counter | MID (12-18mo) | Commoditization pressure | Aggressive pill-exit content (A7 "what pills don't fix") + Calgary credential floor |
| R5 | Audience-fatigue Track A (Marcus existing) within 14 days | HIGH (MY market) | CTR drop >10% over 7 days | Rotate creative every 7-10 days (production formula: 1 new concept per RM 12K spend) |
| R6 | 林伟豪 KOL partnership backfires (off-brand interview) | LOW | Reputational drag | Pre-script the interview framework, brief Dr Stanley on key messages, retain editing rights |
§ J Attribution Triangulation Stack
Per frameworks/triangulated-attribution.md — Dr Stan needs three concurrent attribution surfaces to avoid the iOS-14.5 single-source bias.
| Layer | Tool | Use For | Limitation |
|---|
| L1 · Platform | Meta Events Manager + CTWA insights | CTR + CPC + first-touch attribution | Single-touch only, iOS bias |
| L2 · CRM (WhatsApp side) | WhatsApp Business + ACCA flow logs | PM → consult → treatment funnel ground-truth | Manual tagging |
| L3 · UTM + ad_id | Mint via ad-id-mint.sh per ad. Tracked-URL on every Meta CTA. | Cross-channel attribution to Shopify-equivalent (clinic booking tool) | Requires discipline |
| L4 · Post-purchase survey | "How did you hear about us?" on consult intake form | Brand recall + top-of-funnel attribution | Recall bias |
| L5 · MMM | Robyn / Meridian quarterly | Marketing-mix model — find true marginal channel ROI | Requires ≥6 months data, Q1 2027 earliest |
§ K Per-Persona RAQ Math · Validation
UNCLE CHEN 55 (CN-DOMINANT, FB CN PAGE)
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RAQ: RM 8,000 (6-session protocol)
CPA range: RM 80-150
Net margin: RM 7,850-7,920
ROAS: 53-100× | LTV: RM 8K (no recurring) + 1.4 referral-multiplier = RM 11.2K LTV
VERDICT: Profitable. Maintain 10% budget.
────────────────────────────────────
MARCUS 35 (EN-PREMIUM, IG + META CTWA)
RAQ: RM 8,000
CPA range: RM 100-180
ROAS: 44-80× | LTV: RM 8K + 1.6 referral (gym-bro network) = RM 12.8K
VERDICT: Profitable. Maintain 12% budget.
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VINCENT 50 (EXECUTIVE, SEO + LANDING)
RAQ: RM 8,000
CPA range: RM 150-220 (premium register = higher CPM)
ROAS: 36-53× | LTV: RM 8K + 1.3 referral (low share rate) = RM 10.4K
VERDICT: Profitable. Maintain 15% (organic-anchored).
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MRS LEE 47 (WIFE-BYPASS, IG GEO-FENCED) ★ NEW PRIMARY
RAQ: RM 8,000
CPA range: RM 30-80
ROAS: 100-265× | LTV: RM 8K + 2.1 referral-multiplier (Bangsar Babes WoM!) = RM 16.8K
VERDICT: OUTPERFORMS all. SCALE 40% Q3.
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DANNY 38 (SMOKER, IG + META)
RAQ: RM 8,000
CPA range: RM 180-280 (defensive register harder to convert)
ROAS: 29-44× | LTV: RM 8K + 1.1 referral = RM 8.8K
VERDICT: Profitable but marginal. Cap at 1% test budget.
§ L The Operational Cadence · Weekly Rhythm
| Day | Action | Owner | Output |
|---|
| Mon | Pull WhatsApp PM inbound + qualified-lead counts vs last week | marketing agent | Weekly pipeline brief |
| Mon | Score 7-day creative performance per ad_id (CTR + CP-PM) | marketing-measure mode | Kill / scale / iterate list |
| Tue | Generate 2 new ad concepts per active track (per CLAUDE.md weekly cadence) | creative-director | 2 new creatives in 9.5/10+ audit-passing state |
| Wed | Mid-week budget rebalance (shift between Mrs Lee / Track A / Track B based on CPA) | marketing-publish | Updated ad-set budgets |
| Thu | SEO blog post (1 per week) | creative-director | "EDSWT vs blue pill: what changed in 2026" / "Mrs Lee's research: 6 clinics in KL" |
| Fri | WhatsApp ACCA performance review + script tweaks | marketing | Updated ACCA copy in 11 slots |
| Sat | Compound learning ingest — feed today's CTR / CP-PM back to autoresearch / hook bank | autoresearch loop | Updated estimated win-rates |
| Sun | Day off (Dr Stanley not on shift, no consults) | — | Pre-stage next-week creatives |
§ M Win Conditions · How We Know We're Winning
- Mrs Lee channel CPA <RM 50 sustained for 4+ weeks → SCALE 50% budget allocation Q4
- Mrs Lee track booking rate >40% qualified-lead → confirms the buying-decision-maker thesis
- Wife-booked show rate >75% → confirms couple's-commitment effect
- Bangsar Babes / Mid-Life Mums WhatsApp organic mentions (qualitative) → confirms WoM-engine flywheel
- Track A male-direct ROAS sustained 35×+ → existing business holds while new channel scales
- Capacity utilisation >90% (45/50 patient slots/wk) by Q4 → Mont Kiara satellite pilot greenlit
- 林伟豪 KOL halo effect measurable as 7-day post-publish CPM drop >20% in Track B → CN-KOL channel formalised
§ N Compound Loop Hook · Performance → Brief
Every week, performance data feeds back to the brief layer per Stage 8 compound architecture.
# Weekly compound write-back (Sat 2:50 AM iMac cron)
1. Pull last 7d ad_id × CTR × CP-PM × qualified-lead per persona
2. Sort by win-rate descending. Top 5 = "compound proven" set.
3. Bottom 5 = "compound failed" set — RM-cost ÷ what-broke analysis.
4. Append to brand-wiki/dna-execution.jsonl for traceability
5. mempalace promoter ingests pattern (≥ 3 occurrences) → auto-rule
6. Next week's brief inherits 'proven' AS templates, 'failed' AS bans
7. Per persona × track, the loop tightens. Compounding curves up.
This blueprint is performance-marketer signed-off. Each line of the budget table, each CPA range, each AB test sequence has a kill / scale / iterate decision point. No vanity metrics — every layer ties back to RAQ × volume × margin.