Three tracks · sequenced for compounding

Operations leads. GEO follows. Device + app marketing waits its turn.

Each track is independent and deliverable on its own. Together, they compound. Track 1 reduces the admin tax inside Oleo. Track 2 makes Oleo legible to AI engines and prescribers researching. Track 3 captures search demand for the advertisable surfaces, when MDR classification is confirmed.

Track 1 · Lead pitch

Operations + AI Automation

Pilot pair: Module 7 (admin AI) + Module 1 (prescriber onboarding). Then Module 3 (HPRA pack drafting) and Module 4 (regulatory reports). Full module-by-module sequence in the ops modules page.

Discovery + scoping: weeks 1-2
Build sprint 1 (M7 + M1): weeks 3-6
Build sprint 2 (M3 + M4): weeks 7-10
Build sprint 3 (M2 + M6): weeks 11-14

Target: each module ships in 2-8 weeks with measurable before-and-after

Track 2 · Second order

GEO + Organic Visibility

The 12 marketing quick wins fix the baseline. Then content depth + earned media take territory before MCAP eligibility expands.

12 quick wins: weeks 1-2
3 condition-pillar pages: by week 4
MCAP explainer hub: by week 6
HCP resource layer: by week 10
Trade press + Wikipedia: weeks 8-12

Target: AI-Overview citation appearance on 5+ priority queries by day 90

Track 3 · Conditional

Device + App Marketing

Conditional on MDR classification confirmation for Panacea. Without that confirmation, Track 3 paid is paused; Track 1 + 2 hold full value alone.

Panacea performance marketing (paid Search/Meta)
OleoCare ASO + lifecycle
HCP LinkedIn sponsored to MCAP-eligible specialties
Conference + KOL placement (Irish Pain Society, Epilepsy Ireland clinical days, ICGP)
Medical journal placements (educational, not promotional)

Conditional: paused unless Panacea MDR Class IIa confirmed

The compounding logic: Track 1 reduces the admin tax inside Oleo. Track 2 makes Oleo legible to AI engines and prescribers researching. Track 3 captures search demand for the advertisable surfaces. Each track delivers value alone. Run them together and they compound.

KPI Dashboard

What we measure across 90 days.

Metric	Baseline	Day 30	Day 60	Day 90
Schema-validated pages on oleo.ie	0	8	15	25+
Prescriber portal active users	TBD	TBD	+25%	+50%
Manual HPRA-pack hours per shipment	~2 hr	~2 hr	<1 hr	<30 min
Quarterly regulatory report assembly	~16 hr	~16 hr	~10 hr	<5 hr
AI-Overview citations (top 20 queries)	0	1-2	3-5	5-8
Trade press / authority backlinks added	0	2	5	8-12
Wikipedia / Wikidata mentions	0	0	1	2-3
Pharmacy-side reorder automation coverage	0	scoped	beta	live in 2-3

Press + earned media targets

Where the contributed-editorial push lands.

Cannabis Health News · trade press, Irish + UK readership, contributed article
Prohibition Partners · Ireland Insight Report contributor
Business of Cannabis · April 2026 review commentary, founder profile
Medical Independent (IMT) · op-ed for prescribers
Irish Pharmacist · supply-chain feature
Irish Times health desk · founder profile or April 2026 review angle
Irish Examiner Cork business desk · local-founder profile
RTE Brainstorm · explainer / commentary on cannabis policy
Hot Press · long-format profile (cultural angle)

Risks + mitigations

Where this could go sideways.

Risk	Mitigation
MDR device classification turns out lower than Class IIa	Tracks 1 + 2 unaffected. Build them first.
April 2026 MCAP review recommends restriction	Track 1 ops modules deliver value as runway extension; Track 2 GEO matters more if eligibility narrows
Regulator views any orb assertion as misleading	Conservative framing throughout, verify-with-Richard footnotes, legal sign-off on all patient-facing pages
Bedrocan supply changes terms	Out of scope - Richard's commercial decision
OleoCare data breach during AI summary build	DPIA mandatory; HIPAA-equivalent posture; penetration testing pre-launch; Article 9 GDPR compliance