# MD Panel Sourcing — SETU Scientific Advisory Board V1

> Per Nik Sharma 2026 VMS Play 8. Named MDs over celebrity. Real Indian doctors, verifiable credentials, deeply integrated into creative + PDP + advertorial. SOURCING brief for human team — Nihaal + Trisha + Tavishi to execute outreach. NO AI-generated portraits, NO fabricated names. (See `feedback_no_fake_md_panel.md`.)

## Strategic case

Old play (2022): Hugh Jackman for AG1, Beckham for IM8 — ₹2-5cr deals.
New play (2026): Momentous-Huberman, Hiya-Joel Warsh, Bonafide-Alyssa Dweck — 4-6 doctors × ₹50K-2L = ₹3-12L total vs ₹2cr celebrity.

For SETU specifically the panel solves:
1. **PDP credibility** — above-fold MD endorsement = +15-25% CR
2. **Advertorial bylines** — named-doctor bylines convert 2-3x better
3. **Quiz funnel trust** — "Dr. X recommends Sparkling Creatine for women 35+ with brain fog" out-converts generic recommendation

## The seat structure — 5 seats

| Seat | Specialty | Why this seat | ICP coverage |
|---|---|---|---|
| **1** | Sports Medicine / Exercise Physiology | Strength + recovery + ATP authority | C2 Gym Regular, C3 Active Performer |
| **2** | Gynec / Perimenopause Specialist | Women-first cognitive + CONCRET-MENOPA story | C1 Tone Seeker, C5 Midlife, all women |
| **3** | Clinical Nutritionist / Dietitian (India-registered RD) | Vegetarian-gap + Indian-diet bridge | C1, vegetarian segment, all |
| **4** | General Physician / Internal Medicine | Safety/trust layer. Reviews ASCI/FSSAI compliance. Media-friendly generalist. | All ICPs |
| **5** | Neurologist / Cognitive Specialist (hire after 4) | Brain-fog + 16-RCT meta-analysis evidence | C4 WFH, C5 perimenopause cognitive |

**Optional Seat 6 (year 2):** Integrative Medicine / Functional Med. Bridges modern + Ayurvedic.

## Target profile (vetting checklist)

ALL must be verifiable in <10 min Google search:

**Hard credentials (non-negotiable):**
- MD/MBBS/MS from recognized institution (AIIMS, JIPMER, CMC Vellore, KEM, NIMS, Manipal, top US/UK)
- Active MCI/NMC registration
- 8+ years post-MD clinical practice (or 5+ with strong publication record)
- Currently practicing (not retired)
- Hospital affiliation (Apollo, Fortis, AIIMS, Manipal, Kokilaben, Lilavati, Max, or reputable independent)

**Strongly preferred:**
- PubMed-indexed papers in specialty
- Public-facing: Instagram >5K OR LinkedIn >5K OR media features (TOI, Indian Express, Vogue India)
- Native English + 1+ Indian language
- Camera-comfortable (screened via 60-sec self-video)
- No competing supplement brand endorsements

**ASCI/FSSAI safety:**
- Zero ASCI complaints, zero MCI disciplinary action (check public records)
- No fabricated/sensational health claims in past media
- Willing to sign disclosure clause

## Recruitment script

### Channel 1 — Instagram DM (high public-profile doctors)
> Hi Dr. {LastName} — I'm Nihaal, founder of SETU (setu.in). We're a nutraceuticals brand built around peer-reviewed evidence, not influencer marketing.
>
> I follow your work on {specific topic — e.g. "your perimenopause series" / "your recovery protocols for runners"}. We're building a Scientific Advisory Board of 4-5 doctors who actually shape what we ship — not endorse it after the fact.
>
> 15 min to explore if it's a fit? I'll send a one-pager with the role + comp before we talk so you can decide if it's worth your time.
>
> Nihaal

**Follow-up 1 (5 days):** Share one-pager PDF directly. "Thought I'd send the pager anyway — no pressure, file under maybe."
**Follow-up 2 (10 days):** Drop it. Don't chase.

### Channel 2 — LinkedIn InMail (academic / institutional)
Same script, more formal. Reference institution + one paper.

### Channel 3 — Warm intro (best channel, highest conversion 30-40% vs 3-5% cold)
Map mutual connections in `brand/people/md-panel-pipeline.xlsx`. Mutual-connection sources:
- Anjali Mukherjee, Rujuta Diwekar (nutritionist network)
- Investor/advisor network (Pi Ventures, Fireside Ventures health portfolio)
- Existing Shopify customer list — filter for `@hospital.com`, `@medicaldoctor.in` domains

### Channel 4 — Conferences (Q3 2026, after V1 live)
- ESI annual meet (Endocrine Society of India)
- AIIMS Sports Medicine conference
- FOGSI (perimenopause specialist)
- IDA (Indian Dietetic Association)

## Compensation structure (3 tiers, candidates pick)

### Tier A — Cash advisory fee (most common)
- ₹50K-₹2L per quarter depending on seniority + content
  - Sports Med / GP: ₹50-75K
  - Gynec / Nutritionist: ₹75K-1.25L
  - Neurologist / Top-tier: ₹1.25-2L
- 12-month renewable contract
- SETU covers travel for 2 in-person shoots/year + content production

### Tier B — Product + smaller cash (early-career or values-first)
- ₹25-50K/quarter cash
- 12-month free supply ALL SETU products for self + family
- VIP launch access, founder dinners

### Tier C — Revenue share (high-profile with leverage)
- 1-2% revenue share on attributable sales (unique URL + promo code: setu.in/drmurthy or DRMURTHY10)
- Lower cash retainer (₹25K/quarter)
- For doctors with 50K+ public following + willingness to drive traffic
- Cap: renegotiate after ₹50L/year attributable per doctor

**Default:** Tier A or B. Tier C only for high-leverage candidates with public following.

## Content commitments per seat (quarterly)

1. **1 long-form piece:** 1,200-1,500 word advertorial OR 8-12 min video Q&A on setu.in/science/{doctor-name} — SETU produces, doctor reviews
2. **2 short-form pieces:** Instagram Reel collabs (60-90s) OR Carousels (5-7 slides) — SETU shoots, doctor approves caption + cross-posts
3. **1 PDP/LP appearance:** photo + 1-line quote, refreshed annually
4. **1 review session:** quarterly 60-min call with Nihaal + Trisha — review new claims, upcoming launches, science. Their input shapes next quarter's R&D.

**Total commitment per quarter:** ~6-8 hours doctor time. Production = SETU.

## Vetting checklist per candidate

Run BEFORE first call. Trisha owns.

- [ ] Google: "Dr. {Name} {City}" — confirm institution, find any controversy
- [ ] PubMed: ≥3 peer-reviewed papers in specialty
- [ ] MCI/NMC database: active license
- [ ] ASCI complaints search: zero hits
- [ ] Instagram + LinkedIn: public presence, no competing endorsements
- [ ] Reverse-image search of profile photo (not stock — happens more than expected)
- [ ] Reference check: 2 references
- [ ] 60-sec self-video via WhatsApp: "Introduce yourself + one thing you find interesting about creatine science." Tests camera comfort.
- [ ] Nihaal personal call (45 min) — fit, values, communication style

**Disqualifiers:** fabricated claims history, ASCI complaints, paid relationships with competing supplement brands (whey/protein OK; creatine/multivitamin/sleep brands NOT), polarizing social/political content.

## Legal — contract template requirements

Drafted by SETU's legal counsel. Must include:

1. **Disclosure clause:** "Paid Partnership with SETU" labeling per ASCI. Failure = breach.
2. **IP rights:** SETU owns all content under agreement. Advisor can share on own channels with attribution.
3. **Brand fit clause:** No competing nutraceutical endorsements (creatine, multivitamin, sleep, perimenopause SKUs). Whey/protein/pharma exempted.
4. **Performance clause:** 30-day notice termination for: missed content, brand-damaging public statements, regulatory issues, disclosure breach.
5. **Content rights:** 7-day review window before content goes live. Right to refuse claims they disagree with.
6. **Renewal:** 12-month, auto-renewable, 60-day notice either side.
7. **Compensation:** Quarterly payment terms, GST, TDS. Standard contractor.
8. **NDA:** Unreleased products, financials, customer data.
9. **Exit clause:** Content stays live 6 months with "Former Scientific Advisor" tag, then archived.

**Estimated legal cost:** ₹35K one-time template, ₹5K/contract to execute.

## Where advisors appear

1. **PDP — above the fold** — 4-doctor strip with names, credentials, institutions, one-line endorsement. Each links to /science/{doctor-name}. **Expected lift: 15-25% CR.**
2. **/science/{doctor-name} bio pages** — photo, credentials, institution, area of focus, 3-5 products endorsed with reasoning, published research links, video Q&A. SEO: rank for "{Doctor Name} {Specialty} {City}".
3. **Advertorial bylines** — "Reviewed by Dr. {Name}, {Credential}, {Institution}" at top. Sign-off before publication.
4. **Quiz funnel recommendation moment** — "Based on your answers, Dr. {X} recommends {product} for {ICP}".
5. **Organic Instagram + LinkedIn** — monthly co-posted Reel or Carousel, tagged both ways, doctor cross-posts, ASCI disclosure.
6. **Press/PR** — quoted in TOI, ET, Vogue India coverage.
7. **CS loop** — Trisha can pass complex Qs to relevant doctor (e.g., perimenopausal customer asking about creatine + HRT).
8. **Future: Front Row-style AI clinician chat on PDP (Q4 2026 / Q1 2027)** — real-time ingredient + drug-interaction Q&A. Their photos in chat UI. Per Nik: "table stakes in 18 months."

## Reference brand structures

| Brand | Doctor | Structure | Adapt |
|---|---|---|---|
| **Hiya** | Dr. Joel Warsh (pediatrician) | Single named co-founder doctor | Integrate gynec advisor deeply for women-first creatine |
| **Bonafide** | Dr. Alyssa Dweck (gynec) | Single named advisor as medical face | Seat 2 gynec = face of SETU women's health content |
| **Perelel** | Full OBGYN panel, 6 doctors with photos + institutions | Visible panel + institutions | **Closest structural reference for SETU PDP layout** |
| **Momentous** | Andrew Huberman | Protocol partner — publishes protocols calling for specific SKUs | Aspiration model: Year 2-3, partner with Indian Huberman-equivalent |
| **GoodOnya** | 40+ MD "Clinician's Choice" badge | Volume + badge | Year 3 expansion |
| **IM8** | Mayo Clinic + NASA + Cedars-Sinai | Institution-led trust | Indian equivalent: AIIMS / Apollo on seat list |

**Indian adaptation insight:** Indian consumers trust institution affiliation more than individual reputation (opposite of US). "AIIMS-trained" > "30K Instagram followers."

## Timeline + budget

**Phase 1 — Months 1-2 (Sourcing):** Map pipeline (50+ candidates → 25 shortlist → 15 contact → 8 first calls → 5 contracts). Cost: ₹50K (Trisha time + legal template + tools).

**Phase 2 — Month 3 (Onboarding):** Sign 4 contracts (Seats 1-4). First content shoot. Cost: ₹3-4L (Q1 retainers) + ₹1L (shoot) + ₹35K (legal).

**Phase 3 — Months 4-6 (Integration):** PDP redesign with panel above fold. /science/ pages live. First advertorials. First quarterly Reels. Hire Seat 5. Cost: ₹2L (Q2 retainers) + ₹50K content.

**Phase 4 — Months 7-12 (Scale):** Monthly content steady. Quiz integration. Press push. Q4: hire optional Seat 6. Cost: ₹6L (Q3+Q4) + ₹1L content + ₹50K PR.

**Total Year 1: ₹14-16L** across all advisors + content + legal. **vs celebrity deal: ₹2-5cr for one celeb with no PDP credibility, no content scalability.**

## Success metrics

| Metric | M-6 | M-12 |
|---|---|---|
| Advisors onboarded | 4 (Seats 1-4) | 5 (Seats 1-5) |
| /science/ pages live | 4 | 5+ |
| PDP CR lift attributed to panel | +10% | +20% |
| Advertorials with named bylines | 6 | 18 |
| Advisor-posted IG Reels | 8 | 24+ |
| Press mentions citing advisors | 2 | 8 |
| Quiz CSAT post-quiz | n/a | ≥4.5/5 |

## Hard rules
1. NEVER AI-generate doctor portrait. Every advisor real, photographed, credentialed.
2. NEVER stock photo + fabricated name. Burned 2 Indian wellness brands in last 18 months.
3. ASCI disclosure on every sponsored post.
4. Doctor sign-off on every claim attributed to them. 7-day review window.
5. **Naomi Watts exception** for celebrity: must have the problem the product solves AND talk about it authentically. Otherwise panel > celebrity.
6. In-house experts (Nihaal, Trisha, formulator R&D) lead while panel sourced. They are real. Use them on PDP V1 today.