	Week 1	Week 2	Week 3	Week 4	Week 5	Week 6
Creators live	0	5	10	10	10	10
Creator videos / week	0	35	70	70	70	70
Landing pages live	1	2	3	4	5	6
New ads / week	4	6	8	8	8	8
Unique experiments	2	3	4	5	6	6

	Teal	In-clinic
Time	~15 mins	~45+ mins
Time off work	None	Usually
Speculum	No	Yes
Where	Home	Clinic
Accuracy	Same as clinician collection*	—

Every ad is shown in the feed with its landing page. Switch the size:

tTeal HealthSponsored · 02 · POV

pov: the speculum hasn’t changed in 80 years

getteal.comOrder the Teal Wand™Order now

Lands on → /Remake of 2063162924294102 (56 days). “80+ years” is Teal’s site line.

tTeal HealthSponsored · 03 · Life with / without

Life without Teal. Life with Teal.

getteal.comOrder the Teal Wand™Order now

Lands on → /teal-vs-in-clinicRemake of 1467955125161841 (56 days, 32 ads): waiting room vs couch in the creator’s real life.

tTeal HealthSponsored · 04 · Meme: Drake

The annual exam, two ways.

Stirrups, a speculum and 45 minutes

15 minutes on my couchSame accuracy as the doctor*

getteal.comOrder the Teal Wand™Order now

Lands on → /Meme · Drake. *JAMA footnote on landing. Clear template rights before paid.

tTeal HealthSponsored · 06 · Finger count

put a finger down if…

…you’ve googled “does a pap smear hurt”

getteal.comOrder the Teal Wand™Order now

Lands on → /Remake of 1359124855737967 (56 days, 25 ads).

tTeal HealthSponsored · 07 · Meme: Surprised Pikachu

Every. Three. Years.

Me: “I’ll book my pap smear next month”
Me, three years later:

Or do it at home this week.

getteal.comOrder the Teal Wand™Order now

Lands on → /Meme · Surprised Pikachu. No scare tactics. Clear template rights before paid.

tTeal HealthSponsored · 08 · Accuracy

96% of the time.

96%The FDA-authorized Teal Wand detects cervical precancer 96% of the time, the same as clinician-collected samples.JAMA Network Open, May 2025; 8(5):e2511081.

getteal.comOrder the Teal Wand™Order now

Lands on → /science-accuracyVerbatim site claim with its footnote, per brief.

tTeal HealthSponsored · 09 · Kit box

Teal is FDA authorized, available in all 50 states.

getteal.comOrder the Teal Wand™Order now

Lands on → /Remake of 37355385090776675 (56 days, 53 ads): box to camera, then her one real reason she was overdue.

tTeal HealthSponsored · 10 · Meme: Starter pack

The “I’ll book it next month” starter pack.

The “I’ll book it next month” starter pack

Earliest appointment: 6 weeks out

“Can you come in at 10am on a Tuesday?”

Remembering the speculum

Quietly not booking

getteal.comOrder the Teal Wand™Order now

Lands on → /Meme · Starter pack, text-only panels.

tTeal HealthSponsored · 11 · Reviews

4.95 from 1,954 reviews.

★★★★★4.95“I never thought comfortable would be the word I would use for something like this, but it was!” Michelle

getteal.comOrder the Teal Wand™Order now

Lands on → /teal-health-reviewsRating and verbatim review from the site.

tTeal HealthSponsored · 12 · Meme: Always has been

About that screening.

“Wait, cervical cancer is nearly 100% preventable with routine screening?”“Always has been.”

getteal.comOrder the Teal Wand™Order now

Lands on → /Meme · Always Has Been. Teal’s homepage line. Clear template rights before paid.

tTeal HealthSponsored · 14 · Confession

I put off my pap smear.

getteal.comOrder the Teal Wand™Order now

Lands on → /Remake of 4547739145501960 (56 days, 25 ads): the creator’s own real “how long I put it off” number.

Concepts only, not live ads. Images are frames from Teal’s own Meta ads and are low resolution: replace with originals from Teal before any use. Four of fifteen are memes on third-party templates: clear rights before paid. The Wand is “FDA-authorized”, never “FDA-approved”; 96% only with the JAMA footnote.

Disturbance	Likelihood	Impact	Owner	Gate (proposed)
“FDA-approved” drift	Certain (one live ad)	High	Teal regulatory	Sheet says “authorized”; ad 4022696971366057 fixed
Accuracy claims without footnote	Med	High	Teal + Danilo	96% only with the JAMA line
Ineligible creators filming use	Med	High	Danilo	25–65 with a cervix; others do explainers
Clinician creators	Med	Med	Teal regulatory	Scripts reviewed by clinical lead, not just 24h check
Medicaid / Medicare audiences	Med	Med	Danilo	Exclude in targeting and scripts
Trauma-segment tone	Med	High	Teal	No scare tactics; survivor voices only by choice
Winners tire out	High	High	Danilo	Best ad CPA +20% over 7 days → rotate

Line	Value	Status
Revenue per kit	$99 insured / $249 self-pay	Fact (site)
Mix insured vs self-pay	Set with you, day one	Not public
Gross margin	Set with you, day one	Not public
Repeat	Every 3 years	Screening interval (site)
Cost-per-kit ceiling	Set with you, day one	Computed week one

Week	New ads live	Test budget / ad (proposed)	Creators posting	Your cost-per-kit target
1	4	$400	0	Set with you, day one
2	6	$400	5	Set with you, day one
3	8	$400	10	Set with you, day one
4	8	$500	10	Set with you, day one
5	8	$500	10	Set with you, day one
6	8	$500	10	Set with you, day one

Concepts tested / month	Hit rate (assumed)	Winners / month	Spend each winner can hold (assumed)
20	5%	1	$15,000 / mo
40	5%	2	$30,000 / mo
60	5%	3	$45,000 / mo

Channel	Open when (proposed)	Why wait
TikTok organic	Day 1	Where pap-smear confessions already go viral
TikTok Spark Ads	A roster post beats 3× its median	Boost organic winners
Employer / payor	Out of scope	Series A use of funds
Google search	Not checked	Set with you, day one

Day	Keep going if (proposed)	Stop or change if
14	1+ new ad holding spend at target cost per kit	No new ad beats the control
45	Organic cost under $5 per 1,000; kits through creator links	Over $8 per 1,000
60	Spend up 1.5× at target	Cost per kit over target 14 days
90	Kits through creators at target	Keep winners, stop the roster

Piece	Exists today	Missing	Forced order
Claims	Site wording	One sheet, clinical sign-off	1st
Creative	27 videos, 4 captions	More hooks per segment	2nd
Creators	#TealPartner, Hailey P the NP, Blair Imani	A daily roster	2nd
Warm pool	@ckim.archive and others posted unprompted	Outreach	With 2nd

Figure	Source	Type
~440 ads; 4 captions; oldest Aug 3	Meta Ad Library, 28 Sept 2026	Fact
FDA-authorized May 9, 2025	FDA DEN240045	Fact
96% with JAMA footnote	getteal.com; JAMA Netw Open 2025	Teal claim
4.95 from 1,954	getteal.com/teal-health-reviews	Fact
$22M Series A, $45M total	Series A release, 22 Sept 2026	Fact
$99 / $249	getteal.com/teal-wand	Fact
Creators, budgets, gates, ramp	Danilo	Proposed

Piece	What it is (proposed)
Roster	10 creators under 5,000 followers, US, 25–65 if filming use
Output	7 short videos a week each
Platforms	TikTok and Instagram Reels
Sequence	Brand-free for two weeks, then Teal named
Claims	One sheet from getteal.com wording, clinical sign-off
Paid	Winners whitelisted
Measure	Kits ordered through creator links

Driver	What we do
Volume	7 a week each
Variety	A different segment per creator
Speed	24-hour review; clinical review for clinician creators
Selection	Scored monthly; weakest slot replaced
Hooks	The confession or the prop in 2 seconds

#	Ad (ID)	Running	Real hook	Our version
1	Street interview (27724042333884602)	53 days, 63 ads	“Do you know what this is?”	Campus or farmers market: speculum, then the Wand
2	Kit-box talking head (37355385090776675)	56 days, 53 ads	“Teal is FDA authorized, available in all 50 states…”	Box to camera, then her real reason she was overdue
3	Selfie demo (1493923485873350)	56 days, 38 ads	(Wand held to camera)	Tip, dial, sponge: “that’s the whole thing”
4	Skit (1467955125161841)	56 days, 32 ads	“Life without Teal” → “Life with Teal”	Waiting room vs couch, in her real life
5	Unboxing (1293277762710468)	56 days, 29 ads	“Just self-collect your sample at-home…”	Doorstep → the three things inside
6	Finger count (1359124855737967)	56 days, 25 ads	“put a finger down if…”	…you’ve googled “does a pap smear hurt”
7	Confession (4547739145501960)	56 days, 25 ads	“I’m embarrassed … but I put off … my pap smear…”	Her own real number, then the couch
8	Talking head (1935394627152377)	56 days, 16 ads	“the most preventable cancer in women…”	With “nearly 100% preventable with routine screening”
9	POV prop (2063162924294102)	56 days, 12 ads	“pov: the speculum hasn’t changed in 80 years”	7-second remake
10	Mom day-in-life (1369181351977635)	55 days, 25 ads	“The one appointment I’ve been putting off…”	Kit done during nap time
11	Healthcare worker (1677870633312286)	55 days, 16 ads	“as a healthcare professional…”	Real licensed staff only
12	Hand-raise (25761917146838564)	53 days, 12 ads	“when’s the last time you had a pap smear?”	Comment your year

#	Account	Views	Real hook	Our version
13	@paolaatondo (4,638)	9.1M	“pain was 1/10 poop feeling was 9/10”	Clinic vs couch, rated on the same two scales
14	@sanndyyb (526)	2.6M	“I know everyone’s experience is different…”	What she did for routine screening this time
15	@queenericarules (1,946)	2.4M	“Send this to someone who needs some pappy inspiration”	Send this to the friend who’s 3 years overdue
16	@el_stevens10 (1,262)	2.3M	“Not to scare anyone… but yeah it was bad.”	…so this time I did it at home (25+)
17	@nsquared_2 (732)	2.2M	“PSA ladies😃 #aintnobodytoldmenothing”	Nobody told me you can do it at home
18	@mffffer (1,086)	1.8M	“i got her a sweet treat after”	We did our screenings together
19	@aisahdakbar (2,495)	1.2M	“literally waiting for my gynecologist…”	Waiting-room dread, cut to the couch
20	@tendnz (18,100, NZ)	1.3M	“…NO MORE SPECULUM! 😍”	Format only: US news-reaction

Rule	Why
“FDA-authorized”, never “approved”, for the Wand	De Novo authorization, May 9, 2025
96% only with the JAMA footnote	Teal’s site wording
No outcome promises	Medical device
Only 25–65 with a cervix film use	Eligibility
Clinician scripts reviewed by clinical lead	Professional endorsement
Disclosure: #TealPartner + paid label	FTC

Channel	Why
Unprompted posters	@ckim.archive, @laurazye8, @edgyfinancial
Your own reviewers	1,954 reviews
#TealPartner creators	Already working with you
TikTok tags	#papsmear #perimenopause #vaginismusrecovery

Filter	Test
1 · Eligibility	25–65, US
2 · Claims test	One brief from the sheet
3 · Trial	Two paid weeks
4 · Score	Reliability, craft, compliance
5 · Retainer	Winners continue

#	Handle	Followers	Why they fit
1	@ckim.archive	3,048	Posted about Teal unprompted; follow-up hit 914.6K. Warmest lead.
2	@whnp.katie	3,244	Women’s Health NP; “year in PAPs” series
3	@itsme_dr.nsg	3,060	Gyn-onc educator; already posted about self-collection
4	@drstaciemd	526	OB-GYN; posted “Self-collecting Pap smears”
5	@themchronicles	3,263	Posted ACS self-collection news
6	@victoriakillianofficial	2,494	Posted the FDA news (needs “authorized” wording)
7	@taylorlacy.md	2,556	Family physician; 11.7K on a pap video
8	@menovation_fitness	846	Perimenopause; 230.7K breakout vs ~2.1K median
9	@agingoutloud6	1,008	40+ humor; 853.3K breakout vs ~540
10	@dana.perimenopause	1,234	43, perimenopause; 78.1K doctor-visit video
11	@functionalmomma	2,428	Postpartum → perimenopause
12	@herhealthplaybook	1,132	40s mom; 165.4K hormone video
13	@theaffirmingstylist	2,385	For All Bodies / first-time screener
14	@jdthequeerdoula	1,156	LGBTQ+ reproductive care
15	@shaytylaa	2,956	“going to the doctor gives me bad anxiety”
16	@amandaaaec	3,006	“Am I the only one that FREAKS OUT…”
17	@saywhatpodcast	1,206	Vaginismus story (lived experience)
18	@painfreeintimacy	1,239	Vaginismus coach; 41.6K
19	@anxiouspelvis	434	Pelvic-floor OT; speculum anxiety
20	@el_stevens10	1,262	Nursing student; pap post hit 2.3M

Band (proposed)	Retainer / month	Videos / week	Who
US premium	$800–1,500	7	Clinicians and on-camera anchors
US standard	$500–600	7	Steady US creators
US explainer	$500	7	Non-use formats (under 25 or ineligible)

Input (assumption)	Videos	Views
Median ~3,000	~300	900,000
Breakouts at ~60,000	~20	1,200,000
2–3 hits near 500,000	2–3	1.0–1.5M
Total	~300	~3.1–3.6M

Period	Creators (proposed)	What happens
Week 1	0	Claims sheet sign-off, cost per kit, recruiting
Week 2	5	First five live, brand-free
Week 3	10	All ten live
Week 4	10	Teal named; first Monday report
Day 45	10	Decide on rules set before results

Creator	Band	Posts	Median views	Best video	Cost / 1,000	Bonus	Status
Creator 01	US premium	7	4,200	62,000	$3.40	+$50	Keep
Creator 02	US standard	7	2,100	8,900	$6.60	$0	Watch
Creator 03	US standard	7	3,800	41,000	$3.15	+$50	Keep
Creator 04	US explainer	7	1,600	5,200	$7.80	$0	Replace
Creator 05	US premium	6	5,900	118,000	$2.30	+$50	Keep

Review: Teal Health vs gold

{{ r.label }}

Rebuild request

Application — Growth

Who I am

What I built

What I’d do here

Month one

No speculum. No stirrups. Same accuracy.

Three short moments. Then you’re done.

Tampon-sized, with a soft sponge tip.

About 15 minutes, instead of 45+.

$99 with insurance. $249 self-pay.

4.95 from 1,954 reviews.

Whoever you are, it fits.

Ages 25–65 with a cervix, every 3 years.

Most health plans will be required to cover self-collection.

TIME Best Inventions 2025.

Backed by the OBGYNs and gynecologic oncologists who ran the research.

$22M Series A to get more women screened.

If you’ve been putting it off.

Frequently asked questions.

More women screened, from more creators.

Growth plan · ten parts

One number to protect. Seven ways it breaks. Three moves.

Only variety absorbs variety.

Seven disturbances, scored, owned, gated by a number.

The ceiling. Five lines, with the assumed ones labelled.

The test ramp. The blanks are yours to fill on day one.

Whatever your cost is, creative volume is what moves it.

Where the next $100,000 goes.

What has to be true before a channel opens.

Payback is the real constraint, not cost per kit.

What this covers, and what it deliberately doesn’t.

Gates, written before spend, so stopping isn’t a negotiation.

What exists, what’s missing, and the order that’s forced.

Every number, and where it came from.

Month one is where it starts.

Ten creators. Seven videos a week each. One claims sheet.

Contents

The whole program on one table

I have built this engine before

What the content actually looked like

What makes a creator program perform

What a roster actually ships

Twenty videos we’d remake

The part that makes this hard, handled first

How we find and test them

Twenty creators we’d recruit first

The model in one screen

Upside only where it earns it

Will it pay back?

We start with five, then ten

What you get every Monday