TAYA Agency · Creative & Campaign Guidelines
GenWell launches with three live product brands backed by a single world-class scientific partner. This brief defines what TAYA must build, say, and deliver across four fast sprints. Budget is TAYA's to propose. KPI targets are fixed.
What we're launching
Every GenWell product shares a single scientific backbone: Strand Life Sciences. TAYA's creative must reflect this — GenWell is the trusted house; Strand is the proof. The three brands are distinct in audience and tone but united in quality.
A dedicated DNA-based platform that translates your genetic code into practical nutrition and lifestyle guidance.
Deeper genetic profiling for health insights and precision diagnostic intelligence — going beyond lifestyle into clinical utility.
An established Strand Life Sciences product — offered in Egypt through GenWell as the local partner. Science-backed, clinically established.
Pipeline products (microbiome, pharmacogenomics) will follow. They are teased in Sprint 4 with waitlist capture only — no product campaigns for unannounced brands.
The single creative mandate
110 million people. No established precision-wellness brand. The window is open — but only for a category-definer that educates first. Every piece TAYA produces must pass one test before it ships:
All pillar content leads in Arabic. English subtitles for export reach. Never reversed.
Wellness messaging empowers. This is especially critical for CancerSpot — knowledge is power, not a threat.
Sprints 1–3 build the category. Nutricode, GenePrint, and CancerSpot are named only when the audience is ready.
Any product-level content must carry the Strand Life Sciences partnership mark. No product without its proof.
Campaign architecture
Wks 1–2
Curiosity. No product names.
Wks 2–8
Six pillars mapped to products.
Wks 5–10
Quiz → right product.
Wks 8–12
Three product campaigns.
Wk 13 →
Always-on. Pipeline teased.
| Sprint | Audience state at entry | Audience state at exit | TAYA's job |
|---|---|---|---|
| Wks 1–2 Tease | "What is GenWell?" | "I want to know more." | Build intrigue. Capture waitlist. Zero product names. |
| Wks 2–8 Educate | "I've heard of GenWell." | "I understand what wellness means for my body." | 6-pillar series. Each pillar seeds one product. Quiz launched. |
| Wks 5–10 Choose | "I'm educated but undecided." | "I know which test is mine." | Quiz → 3-way recommendation. Comparison content. |
| Wks 8–12 Convert | "I know my test." | "Booked. Tested. Expecting results." | Separate campaigns for Nutricode, GenePrint, CancerSpot. |
Sprint 1 · Weeks 1–2
No product name. No price. No lab. A mark, a feeling, and a question. The audience should end Week 2 asking "what is this?" — not "what does this cost?"
Partial-mark animation → full wordmark → tagline "Science for Better Living." Works 9:16 and 1:1. Silhouette-first, colour second, mark last.
Daily intrigue. No product language. Hook only: "Your body has been sending signals you haven't learned to read. Yet."
One headline. One sentence. One email field. Strand co-brand and "Science for Better Living" tagline as the only trust signals.
One-page MASS physician brief. They know GenWell is coming before the public does — and can answer first questions.
Sprint 2 · Weeks 2–8
Each pillar is a standalone content campaign, not a brochure. The job is genuine curiosity about one dimension of biology — before explaining a test can answer it. Pillar content never names a product; it names a feeling.
Hook: "Why am I tired even after 8 hours of sleep?"
Core idea: daily energy, recovery quality, nutrition response — these are written into your genes and measurable.
Hook: "The signal your check-up doesn't measure."
Core idea: genetic predispositions are real signals — understanding them is the first act of precision healthcare.
Hook: "Is it really just stress?"
Core idea: mood has measurable biology — and your DNA shapes how you respond to nutrients that affect it.
Hook: "Why the same workout works for your friend and not you."
Core idea: genetic response to training and nutrition is personal — your blueprint is already written.
Hook: "What does your genetic age look like?"
Core idea: precision genetic insights reveal where to focus — before ageing becomes a diagnosis.
Hook: "Prevention starts with knowing."
Core idea: hereditary cancer risk is not destiny — it's a head start. Frame as power, never as fear. Science leads. Strand credibility anchors.
Sprint 2 · Content formats
Vertical (9:16). Arabic script, English subtitles. Warm — not clinical. No lab footage in Pillars 01–05. Pillar 06 may use abstract science visuals only.
Slide 1 = question hook. Slides 2–4 = the insight. Slide 5 = "You can know this — stay tuned." GenWell mark + Strand footer on every slide.
Interactive polls + sliders. Drives engagement and feeds the quiz segmentation logic — audience responses inform which product they're pushed toward.
One email per pillar. Subject = a question. Body = 200 words. CTA = the quiz (Sprint 3). Pillar 06 email reviewed by MASS before send.
Real audience questions answered by a named MASS clinician. Runs weekly, Weeks 2–8. One clinician per pillar theme where possible.
30–45 sec. A MASS-networked doctor or nutritionist answers one question. Credibility without celebrity. Pillar 06 must feature a geneticist or oncologist.
Waiting-room screen loop + A4 leaflet per pillar. TAYA designs, MASS prints and installs. Timing: each pillar's in-clinic material goes live the same week as its social content.
Sprint 2 · Week-by-week calendar
| Week | Pillar | Lead content | Email send | Stories focus |
|---|---|---|---|---|
| W2 | 01 Wellbeing → Nutricode | Explainer video + carousel goes live. Practitioner interview Week 2. | Waitlist welcome + Pillar 01 | Poll: "How often do you feel drained by 3pm?" |
| W3 | 02 Health → GenePrint | Explainer video + carousel | Pillar 02 | "Slide: How much do you know about your family health history?" |
| W4 | 03 Mood → Nutricode | Explainer video + carousel | Pillar 03 | Poll: "Does your mood change with what you eat?" |
| W5 | 04 Fitness → Nutricode | Explainer video + carousel + practitioner interview | Pillar 04 | Poll: "Do you train and feel like it's not working?" |
| W6 | 05 Longevity → GenePrint | Explainer video + carousel + quiz teaser | Pillar 05 + quiz announcement | Slider: "Guess your genetic age vs. birthday age" |
| W7 | 06 Disease prediction → CancerSpot | Explainer video + carousel. MASS approval required before publish. | Pillar 06 + quiz CTA — MASS approved copy only | Poll: "Would you want to know your hereditary cancer risk in advance?" — reviewed by MASS |
| W8 | All pillars recap | "Your wellness. Your starting point." — quiz push. First time product names appear (quiz results only). | Quiz launch announcement | Daily countdown to quiz open |
Overlap note: "Ask the Lab" runs weekly Weeks 2–8. In-clinic material installs the same week as each pillar's social debut. TAYA coordinates installation schedule with MASS in Week 1.
Sprint 3 · Weeks 5–10
The audience now understands wellness. They need to understand which product is theirs. The quiz is the decision engine — and its three exit paths must feel earned, not pushed.
My nutrition and lifestyle genetics · Deeper genetic health insights · My hereditary cancer risk · A combination of these
Weight, energy or fitness · Heart, hormones, or longevity · Family history of cancer · General health awareness
A focused lifestyle test · A broader genetic profile · Specific risk assessment · Everything, with a complete picture
| If the goal is… | Quiz recommends | Science | Strand mark |
|---|---|---|---|
| "I want to optimise my nutrition and lifestyle" | Nutricode | DNA nutrigenomics — eat and train for the body your genes describe | ✓ |
| "I want deeper genetic health insights and precision answers" | GenePrint | Genetic insights & precision diagnostics beyond lifestyle | ✓ |
| "I have a family history of cancer / I want to know my hereditary risk" | CancerSpot™ | Cancer risk assessment & early detection — established Strand science | ✓ · prominent |
| "I want the full picture" | Nutricode + GenePrint | Combined lifestyle + precision genetic layer | ✓ |
| "I want to track how my body changes over time — biomarkers" | InsideTracker Coming Q1 2027 | Up to 48 biomarkers · InnerAge biological-age score · 2× yearly | — |
| "I'm an athlete or serious about sports performance" | Nutricode Sport Coming | Nutrigenomix Sport panel — performance, recovery, VO₂ max genetics | — |
| "I'm planning a pregnancy or trying to conceive" | Nutricode Fertility Coming | Nutrigenomix Fertility panel — nutritional genetics for conception & pregnancy | — |
| "I follow a plant-based lifestyle" | Nutricode Plant-Based Coming | Nutrigenomix Plant-Based panel — thrive without compromise | — |
| "I want to understand my gut microbiome" | Flora Coming H2 2027 | Gut microbiome sequencing — diet and supplement guidance from your ecosystem | — |
| "I'm on medication or planning treatment" | PharmaCode Coming 2028 | Pharmacogenomics — 300+ medications, one cheek swab | — |
Sprint 3 · The quiz is a product — build it like one
"Nutricode vs. GenePrint — what's the difference?" and "When do you need CancerSpot?" Carousel + video. Factual. Pillar language throughout. CancerSpot piece reviewed by MASS before publish.
"The science behind GenWell" — one short-form asset introducing Strand as the partner that makes every test trustworthy. Runs Week 7 ahead of the quiz push.
Now covers all three products. One-pager per brand + combined quick-reference card. TAYA designs; MASS distributes to physician network.
Sprint 4 · Weeks 8–12 · Product campaign 01
Custom audiences: Nutricode quiz result receivers + Pillar 01/03/04 engaged viewers. Highest intent, lowest CPA.
DNA nutrition test Egypt · genetic lifestyle test Cairo · nutrigenomics Egypt. TAYA recommends keywords; MASS approves.
Co-branded patient card for MASS clinicians. Digital referral link tracked per physician from Week 8.
One pitch deck: Nutricode as an employee benefit. TAYA designs; MASS presents to HR departments.
Sprint 4 · Weeks 8–12 · Product campaign 02
Custom audience: GenePrint quiz result receivers + Pillar 02/05 engaged viewers. Separate from Nutricode audiences.
Genetic health test Egypt · precision diagnostics Cairo · DNA health insights. TAYA recommends; MASS approves.
GenePrint is the product most likely to be physician-initiated. Referring physician tracking from Week 8. Separate referral code from Nutricode.
GenePrint results naturally lead to genetic counselling. TAYA produces a GenePrint → DOCgene patient journey piece — kept visually independent from MASS branding.
Sprint 4 · Weeks 8–12 · Product campaign 03
CancerSpot is primarily a physician-referred product. TAYA produces the referral materials; MASS's field team is the main distribution channel. All materials reviewed by MASS before distribution.
Only users who engaged with Pillar 06 content (40%+ video completion or carousel interaction). No broad targeting for CancerSpot — only warm, informed audiences.
Hereditary cancer risk Egypt · cancer genetics test Cairo · early detection genetics. High-intent only. TAYA recommends; MASS and Strand review keyword list.
This product relies on clinical and scientific credibility — not creator reach. Practitioner voices only. All practitioners approved by MASS before appearance.
Sprint 4 · Additional activations
Field reps introduce all three GenWell brands to existing physician contacts. TAYA produces: one co-branded referral card per brand, one patient explainer per brand, and a combined quick-reference sheet. All materials reviewed by MASS.
KPI: Physician referral bookings tracked per brand from Week 8.
GenWell's genetic counselling partner — kept visually and legally independent from MASS. TAYA produces one GenePrint → DOCgene consultation pathway piece. GenePrint and CancerSpot results naturally create counselling demand.
KPI: GenWell-to-DOCgene referral rate, tracked from Week 10.
Nutricode as an employee benefit — the most accessible corporate entry point. TAYA produces one pitch deck for MASS to present to HR departments. GenePrint offered as a premium tier. CancerSpot on request only.
KPI: Pitch meetings generated. Corporate accounts activated.
Up to 48 blood biomarkers. InnerAge score. AI Action Plan. Retested twice a year to prove what's changing.
Tease hook: "How old is your body — really?" Waitlist captures the recurring-revenue audience before the product launches.
Three Nutrigenomix-powered expansions of Nutricode, each with a distinct audience and hook:
Sport: "Train like your genes designed you to."
Fertility: "The nutrition your pregnancy deserves."
Plant-Based: "Thrive without compromise."
Hint these as "more from Nutricode" in Week 10+ content. Waitlist per panel.
Gut microbiome sequencing — at-home stool sample. Diet, supplement, and lifestyle guidance drawn from your personal gut ecosystem.
Tease hook: "Your gut has 38 trillion residents. Do you know what they're telling you?" Waitlist from Week 10.
300+ medications profiled against your pharmacogenomics. CYP2D6, CYP2C19, and more — personalised dosing guidance for prescribers and patients.
Tease hook: "One cheek swab. Know which medications are right for your body." Physician-seeded waitlist from Week 10.
Pipeline teasers serve three purposes TAYA must deliver:
1. Frame GenWell as a growing ecosystem — not a one-test brand.
2. Capture future demand now — waitlists built during the launch window cost nothing to maintain and become warm audiences for each product launch.
3. Reward early adopters — the audience that tests first is first to know what's coming next. Loyalty compounds.
Sprint 4 · Plant the seeds now
The three live brands are the launch. But the story TAYA tells from Week 10 onward is bigger: GenWell is Egypt's first precision-wellness intelligence house — and it's just getting started. Pipeline hints are not teaser campaigns. They are audience-building at zero marginal cost.
| Product | Layer | Powered by | Status | TAYA hint from | Hook for tease content |
|---|---|---|---|---|---|
| Nutricode | DNA · Nutrition & Lifestyle | Nutrigenomix / Strand | Live | Day 1 | "Eat and train for the body your genes describe." |
| GenePrint | DNA · Precision Diagnostics | Strand | Live | Day 1 | "Your genes hold answers your check-up doesn't ask for." |
| CancerSpot™ | DNA · Cancer Risk | Strand | Live | Day 1 | "Know your risk. Act early." |
| InsideTracker | Biomarkers · 48 markers · InnerAge | Segterra / Terra | Q1 2027 | Week 10 | "Your biological age vs. your birthday age — which do you trust?" |
| Nutricode Sport | DNA · Athletic Performance | Nutrigenomix Sport panel | Coming | Week 10 | "Train like your genes designed you to." |
| Nutricode Fertility | DNA · Conception & Pregnancy | Nutrigenomix Fertility panel | Coming | Week 10 | "The nutrition your pregnancy deserves." |
| Nutricode Plant-Based | DNA · Plant-Based Lifestyle | Nutrigenomix Plant-Based panel | Coming | Week 10 | "Thrive without compromise." |
| Flora | Microbiome · Gut ecosystem | Partner TBD | H2 2027 | Week 10 | "38 trillion residents in your gut. What are they telling you?" |
| PharmaCode | Pharmacogenomics · 300+ medications | Nutrigenomix PGx | 2028 | Week 10 | "One cheek swab. Know which medications are right for your body." |
12-week master roadmap
| Week | Hard deadlines for TAYA |
|---|---|
| W1 | GenWell identity reveal live. Countdown posts publishing. Waitlist page live. Practitioner kit delivered to MASS. |
| W2 | Pillar 01 all formats live. Waitlist welcome email sent. Ask the Lab format running. |
| W5 | Quiz soft-launch to waitlist segment (Nutricode & GenePrint paths). CancerSpot path MASS-approved copy in review. |
| W7 | All 6 pillars complete. Pillar 06 / CancerSpot content MASS-approved. Quiz publicly open. CancerSpot quiz path reviewed and live. |
| W8 | All three product campaigns live simultaneously. Physician referral kits distributed. Booking flows confirmed and tested. |
| W10 | Pipeline teaser content live (microbiome + pharmacogenomics). Corporate wellness deck in MASS hands. |
| W12 | Full campaign in market. All pipeline waitlists open. Campaign performance review with MASS. |
Performance targets — all sprints
| Sprint | Metric | Target | Measurement |
|---|---|---|---|
| 01 | Organic account reach | 200,000+ accounts | Meta Insights |
| 01 | Waitlist email signups | 3,000+ emails | Landing page analytics |
| 01 | Stories completion rate | >70% | Stories insights |
| 02 | Average video completion rate | >40% | Meta / TikTok analytics |
| 02 | Carousel saves + shares | >5% of reach | Post insights |
| 02 | Waitlist email open rate | >35% | Email platform |
| 02 | Quiz starts by Week 8 | 8,000+ | Quiz platform |
| 03 | Quiz completion rate | >60% | Quiz platform |
| 03 | Email capture at quiz entry | >80% | Quiz + CRM |
| 03 | Quiz → booking page CTR | >20% | UTM tracking |
| 04 NC | Nutricode retargeting CTR | >3% | Meta Ads Manager |
| 04 NC | Nutricode booking conversion | >15% | Booking analytics |
| 04 GP | GenePrint retargeting CTR | >3% | Meta Ads Manager |
| 04 GP | GenePrint booking conversion | >12% | Booking analytics |
| 04 CS | CancerSpot retargeting CTR | >2.5% | Meta Ads Manager |
| 04 CS | Physician-referred CancerSpot bookings | Primary KPI from Wk 8 | Referral tracking |
| 04 CS | Zero unapproved CancerSpot content | Absolute | MASS sign-off log |
All KPIs reported by TAYA weekly from Week 1. Any KPI tracking more than 20% below target for two consecutive weeks triggers a joint review within 48 hours.
Roles & responsibilities
What MASS needs from TAYA in the proposal
Break investment into four sprints. Within Sprint 4, separate the three product campaigns (Nutricode, GenePrint, CancerSpot). Separate production costs from paid media. Present as a range with a recommended scenario.
Which platforms for each pillar and each product campaign. Targeting logic for the three distinct product audiences. CancerSpot media plan reviewed by MASS separately before any spend.
Tiered creator plan for Nutricode and GenePrint (macro, micro, practitioners). Confirm that no influencer or creator content will be used for CancerSpot — practitioners only, all MASS-approved.
TAYA proposes the tech stack. Present trade-offs between speed-to-launch and recommendation logic quality for a 3-product quiz with distinct emotional tones per outcome — especially the CancerSpot path.
When is GenWell identity reveal creative ready for MASS review? Agree a date before this brief is signed off. Sprint 1 assets must be approved and scheduled before any other sprint begins.
Prepared by Ahmed Ferra · Chief Business Officer · MASS Diagnostics / ماس التشخيصية · Cairo · Alexandria · partnerships@massdx.eg · Q4 2026 GenWell Launch