# ketamineclinic.guide

Site grounding for agents without the ketamineclinic.guide repository: its seven charter files, unchanged except that headings sit two levels lower and every term id the pinned version defines, in the frontmatter blocks too, is followed by its label from the pinned version. The YAML blocks are therefore for reading, not parsing; the repo files are the source.

- Domain: ketamineclinic.guide
- Pins: editorial-charter@1.3.1, portfolio-icp@1.0.0
- Repo: a6a5a3c62056fa23e9508f6b569143adb4b2400c (committed 2026-10-03T14:37:59-07:00)
- Built 2026-10-05T03:25:29+00:00
- Pages: https://taxonomy.tfw.bz/sites/ketamineclinic.guide/

## BRAND.md

Version 1.1.1 · status draft · sha256 f8ecf914b075182a33b580505ffb262f82903aa2aedb76c8c08f910f148b591c

```yaml
charter: 1
version: 1.1.1
profile: editorial-charter@1.3.1
domain: ketamineclinic.guide
status: draft
reviewed_by: ""
archetype: charter:brand-archetype-caregiver (caregiver)
secondary_archetype: charter:brand-archetype-sage (sage)
claims:
  - id: c2
    text: The site is not affiliated with any clinic, treatment provider or pharmaceutical company.
    basis: charter:claim-basis-documented (documented)
    source: "about.manifest.json copy.summary150; briefs/strategy.md, section Monetization (no affiliate links, ad slots or listing fees are active)"
  - id: c3
    text: Pages cite FDA guidance and peer-reviewed research rather than clinic marketing.
    basis: charter:claim-basis-documented (documented)
    source: briefs/site.md site-specific rules; content/STATUS.md (source counts per drafted page)
```

### BRAND

#### Name and entity
ketamineclinic.guide (Ketamine Clinic Guide), published by Thomas Prommer. Entity home: https://ketamineclinic.guide/en/about/ (source: `about.manifest.json`). Contact comms@flywheel.bz. The site is pre-launch; the apex answered 404 on 2026-10-03.

#### Promise
An independent guide that tells you how ketamine and esketamine treatment works, what it costs and how to judge a clinic, using FDA and peer-reviewed sources instead of clinic marketing.

#### Personality
The caregiver, with a sage's habit of citing sources: calm and plain, like a good nurse explaining a procedure the night before (VOICE.md section 1). It names what is normal before what is a warning sign, says plainly when treatment does not work, and never promises relief. The archetype follows the voice brief in briefs/strategy.md ("the way a good nurse would").

#### Visual pointers
Design direction "Tended" (warm paper, moss and clay, hand-inked details), picked by Tom on 2026-09-17: `design/DIRECTION.md`. Tokens in `design/tokens.json`, rules in `DESIGN.md`.

#### Do / Don't
Do: answer the page question in the first two sentences. Do: separate FDA-approved esketamine (Spravato) from off-label IV ketamine. Do: put a crisis resources line on every depression page. Do: cite FDA labels and trials with design and size.
Don't: give at-home use or dosing instructions. Don't: use "miracle", "breakthrough", "cure" or "journey" for treatment. Don't: rank "best clinics" or sell a recommended badge. Don't: name a medical reviewer who has not signed, or call the guide medically reviewed before a review is documented (content/STATUS.md: review is being arranged, every page keeps review_required: true).

## VOICE.md

Version 1.0.1 · status draft · sha256 fea29259abd2b6475da93fbe24b0cc13e1985dc28b9632ee2b4c92ae90311bf9

```yaml
charter: 1
version: 1.0.1
profile: editorial-charter@1.3.1
domain: ketamineclinic.guide
status: draft
reviewed_by: ""
register: charter:voice-register-practitioner (practitioner)
person: charter:voice-person-second (second person)
languages: [en, de, es, fr, pt]
addresses: [treatment-deciders, worried-family-members]
essence: A calm, plain-spoken guide who explains ketamine treatment the way a good nurse explains a procedure the night before.
```

<!-- ASSUMED DEFAULT, 2026-09-17: recommended voice option 'a. Steady guide' from ~/reports/site-strategy/ketamineclinic.guide.json, pending Tom's review in ~/reports/site-decisions/index.html. If Tom picks another voice this file is replaced. -->

### VOICE: ketamineclinic.guide (ketamineclinic.guide)

> Loaded by /humanizer (Step 0) and the content publishing gate (drafting Step 1
> + humanizer Step 3). If absent, both fall back to generic mode.

#### 1. Identity & Register
- Voice owner / who speaks: the site, first-person plural ('we') used sparingly; medically reviewed
- Register: practitioner
- Language/locale: en (source language; see Languages below)
- One-line essence: "A calm, plain-spoken guide who explains ketamine treatment the way a good nurse explains a procedure the night before."

#### 2. Audience
- Primary audience: adults with treatment-resistant depression weighing ketamine or esketamine
- Reader's job-to-be-done: decide whether to try it, which route, what it will cost and which clinic to trust
- Assume they know what depression and antidepressants are; always explain dissociation, off-label, REMS and what a session feels like

#### 3. Tone Axes  (mark where this voice sits)
- Formal   ────●───  Casual
- Authority ──●────  Peer
- Serious  ──●─────  Playful
- Concise  ──●────  Expansive
- Default editorial_track: factual

#### 4. Person, POV & Cadence
- Person: second person ('you') for guidance, 'we' only for how the site checked something
- Sentence rhythm: short, even sentences; questions the reader is already asking used as openers
- Paragraph length: 2 to 4 sentences
- Answer the page question in the first two sentences
- One idea per paragraph
- No at-home use or dosing instructions, ever
- Crisis line on every depression-related page
- Name what is normal before what is a warning sign
- End sections with the next practical step, not a summary

#### 5. Lexicon
- Preferred terms: 'infusion', 'session', 'series', 'esketamine (Spravato)', 'off-label', 'treatment-resistant depression', 'dissociation'
- Banned phrases (beyond humanizer's generic list): 'breakthrough', 'miracle', 'game-changer', 'cure', 'reset your brain', 'journey' (for treatment), 'trip', 'safe and effective' without a citation, 'life-changing'
- Capitalization & spelling rules: Spravato capitalized as a brand; esketamine and ketamine lowercase; IV, IM, TRD spelled out on first use; FDA, REMS in caps
- Domain-jargon level: Low. Define every clinical term in a clause on first use.

#### 6. E-E-A-T / Experience Claims  (anchors gate Step 7)
- Authentic experience this voice can claim: None first-hand. The site is an editorial guide; it does not treat patients. Clinical review by a named licensed reviewer once one is contracted.
- Named author + bio source: Byline 'ketamineclinic.guide editorial team' plus a named medical reviewer with license and specialty on every page (review_required: true). Do not invent a reviewer.
- Quantified credential for bios: Reviewer's license type, board certification and years in psychiatry or anesthesiology, stated from their CV.
- Citation posture: Cite FDA labels and REMS, peer-reviewed trials and systematic reviews; name the study design and size in the sentence. No clinic marketing pages as sources.
- Original-data hooks this voice owns: The cost calculator's inputs, a dated survey of published clinic price lists, and the directory's own count of REMS-certified settings per state.
- "What I got wrong" angle: Where early coverage (including ours, if corrected) overstated how fast or how durable relief is; record corrections with dates.

#### 7. Gold-Standard Examples  (few-shot anchor, highest leverage)
- Example A (seed sample, replace with a published paragraph once live): "How many infusions will I need? Most people who try IV ketamine for depression start with a short series, often six sessions spread over two to three weeks, and the clinic checks in after each one. That number comes from how the early studies were run, not from anything fixed about your body. Some people notice a change after the first or second session. Others notice nothing until later in the series, and some never do. If you finish the series without relief, that is useful information too, and a good clinic will say so plainly instead of selling you more sessions."
  - Why on-voice: Answers the question first, normalizes variation, and names the honest outcome where treatment does not work.
- Example B (seed sample, replace with a published paragraph once live): "Your partner has a first infusion next week. Plan to wait while the clinic monitors them, and expect them to seem slow or quiet for a few hours afterward. That is normal. Chest pain or confusion that does not lift is not: call the clinic."
  - Why on-voice: Practical, calm, separates normal from warning signs.

#### 8. Anti-References  (do NOT sound like)
- Clinic landing pages promising rapid relief or 'healing'
- Psychedelic-culture writing (journeys, medicine, awakening)
- Anonymous SEO listicles ranking 'best ketamine clinics'
- Recreational or harm-reduction forums

#### Languages
- de: Sie throughout. Sachlich, ruhig, keine Heilsversprechen. Use 'Esketamin (Spravato)' and 'Ketamin-Infusion'. German readers search 'Ketamin Therapie Kosten' and 'Ketamin gegen Depressionen'; state that availability and reimbursement differ from the US and cite the German source when one exists. Crisis line: Telefonseelsorge 0800 111 0 111.
- es: usted throughout (neutral Latin American and Spain-readable Spanish). Warm but not colloquial. 'Esketamina en aerosol nasal', 'infusión de ketamina'. Name the country when stating legal or cost facts.
- fr: vous throughout. Registre soigné, phrases courtes. 'Eskétamine (Spravato)', 'perfusion de kétamine'. Distinguish France, Belgium, Switzerland and Canada when legal status or cost is stated.
- pt: você (Brazilian Portuguese by default; switch to European Portuguese conventions only if a pt-PT section is added). 'Escetamina em spray nasal', 'infusão de cetamina' (note Brazilian spelling cetamina).

## STRATEGY.md

Version 1.0.1 · status draft · sha256 dc25edd66e38643e6658b84500057118a047189570e47375d2297a4e692e127f

```yaml
charter: 1
version: 1.0.1
profile: editorial-charter@1.3.1
domain: ketamineclinic.guide
status: draft
reviewed_by: ""
mission_shape: charter:mission-shape-serve-x-to-achieve-y (serve X to achieve Y)
horizon: charter:horizon-12m (12 months)
positioning:
  primary: charter:positioning-axis-authority-depth (authority depth)
  secondary: [charter:positioning-axis-locality (locality)]
audiences:
  - kind: charter:audience-kind-consumer (consumer)
    name: Treatment deciders
    segment: treatment-deciders
    job_to_be_done: Decide whether ketamine or esketamine fits, which route to take, what it costs and how to find a legitimate provider.
  - kind: charter:audience-kind-consumer (consumer)
    name: Worried family members
    segment: worried-family-members
    job_to_be_done: Understand what a partner or relative is about to go through and what to watch for.
profile_required: true
```

### STRATEGY

#### Mission
We help adults weighing ketamine or esketamine treatment, and the people close to them, decide whether it fits, which route to take, what it costs and how to judge a clinic, from FDA and peer-reviewed sources instead of clinic marketing.

#### Positioning
Authority and depth first: every claim cites an FDA label, a trial or a regulator, and the guide separates approved esketamine (Spravato) from off-label IV ketamine, which clinic pages blur. Locality second: the directory finds clinics by place and route offered, with listings never invented. We concede price position and speed: nothing here is cheaper or faster than a clinic's own page, and long answers are the point.

#### Audiences
Treatment deciders are adults who have heard ketamine or esketamine is an option and need the real choice laid out: route, cost, insurance and how to vet a clinic. They know what antidepressants are; we explain dissociation, off-label use and REMS. Worried family members want to know what a session involves, what is normal afterwards and what is a reason to call the clinic.

#### Competitors
Clinic landing pages that promise rapid relief, anonymous "best ketamine clinics" listicles, and large medical publishers that rank for the basics. Source: VOICE.md section 8, briefs/strategy.md risks.

#### What we will not do
No at-home use or dosing instructions. No ranking of "best" clinics and no recommended badge. No fees tied to patient volume, clicks or bookings. No ads on clinic, cost or candidacy pages. No page for readers under 18. Source: briefs/site.md, briefs/strategy.md, VOICE.md.

#### Bets for the horizon
1. Rank the basics and treatment-decision clusters in English first (moves gsc_clicks).
2. Index the cost, insurance and legal-status pages, which no medical publisher answers well (moves pages_indexed).
3. Launch the clinic directory with real, verified listings only, so readers act on what they find (moves content_engaged).

## AUDIENCE.md

Version 1.1.2 · status draft · sha256 e746c269326a92bc3adc2fdbd006135d581aeb8acc0df13c813a0ddee30a72a8

```yaml
charter: 1
version: 1.1.2
profile: editorial-charter@1.3.1
domain: ketamineclinic.guide
status: draft
reviewed_by: ""
segments:
  - slug: treatment-deciders
    name: Treatment deciders
    kind: charter:audience-kind-consumer (consumer)
    archetype: icp:self-pay-medical-planner (Self-pay medical planner)
    priority: charter:segment-priority-primary (primary)
    job_to_be_done: Decide whether ketamine or esketamine fits, which route to take, what it costs and how to find a legitimate provider.
    funnel_stages: [charter:funnel-stage-consideration (consideration), charter:funnel-stage-decision (decision)]
    languages: [en, de, es, fr, pt]
    regions: [US, DE, ES, FR, BR]
    pains:
      - Out-of-pocket cost with little price transparency.
      - Clinic marketing that overpromises.
      - Not knowing which questions reveal a poor clinic.
    channels: [charter:channel-organic-search (organic search)]
    entry_paths: ["/en/ketamine-therapy-cost/*", "/en/ketamine-treatment/*", "/en/esketamine-nasal-spray/*"]
    size_signal: {metric: monthly_searches, value: 25200, unit: count}
    evidence:
      default: {basis: charter:evidence-basis-assumed (assumed), source: "agent draft 2026-10-03 from briefs/strategy.md (ICP a, assumed default) and STRATEGY.md audiences", as_of: 2026-10-03}
      size_signal: {basis: charter:evidence-basis-assumed (assumed), source: "briefs/strategy.md (about 25,200 monthly en searches with stored volume, copied as written)", as_of: 2026-09-17}
      regions: {basis: charter:evidence-basis-researched (researched), source: "CHANGELOG.md 2026-09-25 (de, es, fr, pt drafts written for Germany, Spain, France and Brazil from market ledgers) and docs/research/ledger-{de,es,fr,br}-2026-09-25.md; US for en (briefs/strategy.md: cost, insurance and legal pages are US-centric); no traffic data", as_of: 2026-10-03}

  - slug: worried-family-members
    name: Worried family members
    kind: charter:audience-kind-consumer (consumer)
    archetype: icp:unmapped (Unmapped)  # no pinned archetype fits a supporter who does not pay for the procedure, see KETAMINE-Q3
    priority: charter:segment-priority-secondary (secondary)
    job_to_be_done: Understand what a partner or relative is about to go through and what to watch for.
    funnel_stages: [charter:funnel-stage-awareness (awareness), charter:funnel-stage-consideration (consideration)]
    languages: [en]
    regions: [US]
    pains:
      - Does not know what is normal after a session and what needs a call to the clinic.
    channels: [charter:channel-organic-search (organic search)]
    entry_paths: ["/en/intravenous-ketamine-therapy/infusion-what-to-expect/", "/en/ketamine-side-effects/*"]
    evidence:
      default: {basis: charter:evidence-basis-assumed (assumed), source: "agent draft 2026-10-03 from briefs/strategy.md (ICP b, alternative not chosen) and VOICE.md section 7 example B", as_of: 2026-10-03}
```

### AUDIENCE

#### Treatment deciders
Adults who have been told, or have read, that ketamine or esketamine may be an option. They are weighing whether to try it, which route (an IV clinic or the approved nasal spray), what an initial series costs and whether insurance or an HSA helps, and how to find a clinic that is legitimate. Source: briefs/strategy.md.

#### Worried family members
Partners and relatives of someone about to start treatment. They want a calm account of a session, what is normal afterwards and what is a reason to call. Source: briefs/strategy.md alternatives, VOICE.md section 7.

#### Excluded audiences
Not written for: anyone seeking at-home use or dosing instructions, clinics that want to buy placement or a ranking, and readers under 18. Source: briefs/site.md, STRATEGY.md section What we will not do.

## MONETIZATION.md

Version 1.0.1 · status draft · sha256 26e0189d493890befdd487b34ebe38fcd4253d7beb382266453700503cfffd3e

```yaml
charter: 1
version: 1.0.1
profile: editorial-charter@1.3.1
domain: ketamineclinic.guide
status: draft
reviewed_by: ""
revenue_lines:
  - slug: clinic-profiles-flat-fee
    name: Clinic-provided profiles, flat annual fee
    type: charter:revenue-type-paid-listing (paid listing)
    partner: {name: "Participating clinics (none signed)", entity: null, program_url: null}
    network: "Direct sale, no network"
    program_status: charter:program-status-unchecked (unchecked)
    commission_model: charter:commission-model-flat-fee (flat fee)
    placements: [charter:placement-type-listing (listing)]
    segments: [treatment-deciders]
    kpi_key: sponsored_income_recorded
    status: charter:revenue-status-idea (idea)
    share_band: charter:revenue-share-band-major (major)
    start_trigger: Tom confirms the model, healthcare counsel reviews the listing contract, and city pages rank so clinics can see referral traffic.
    evidence:
      default: {basis: charter:evidence-basis-assumed (assumed), source: "agent draft 2026-10-03 from briefs/strategy.md (Monetization a, assumed default pending Tom's review)", as_of: 2026-10-03}
  - slug: display-ads-basics
    name: Display ads on basics pages
    type: charter:revenue-type-display-ads (display ads)
    commission_model: charter:commission-model-rpm (RPM)
    placements: [charter:placement-type-display-slot (display slot)]
    segments: [worried-family-members]
    kpi_key: ad_revenue_recorded
    status: charter:revenue-status-idea (idea)
    share_band: charter:revenue-share-band-minor (minor)
    start_trigger: Tom confirms, and traffic meets the ad network's entry threshold; drug content may be a Google Publisher Restriction.
    evidence:
      default: {basis: charter:evidence-basis-assumed (assumed), source: "agent draft 2026-10-03 from briefs/strategy.md (Monetization a, display ads on basics and side-effects pages)", as_of: 2026-10-03}
```

### MONETIZATION

#### Revenue model
Nothing is live. The assumed default in briefs/strategy.md is a flat annual fee for an enhanced clinic profile, with restricted display ads on basics pages. Clinic listings stay free and sorted by editorial criteria. Share bands are guesses at the 12-month horizon, not forecasts.

#### Disclosure rules
Every enhanced profile is labelled "Clinic-provided profile". The fee buys presentation, never position or a recommended badge. Credentials are checked against public sources (state medical board, Spravato REMS lookup) before a profile is marked verified. The fee must not vary with patient volume, clicks or bookings. Healthcare counsel reviews the listing contract before launch (Florida Patient Brokering Act, EKRA, Anti-Kickback Statute, FTC Endorsement Guides, per briefs/strategy.md).

#### Not monetised
No affiliate links, no pay-per-lead or per-booking referrals, no recommended badge for sale, and no ads on clinic, cost or candidacy pages. Source: briefs/strategy.md. The KPI template enables affiliate_clicked only because the template lists it.

#### Clinic-provided profiles, flat annual fee
Photos, a pricing table, staff credentials and a booking link, for a flat yearly fee. An idea until Tom signs the model. program_status is unchecked because no counsel review has happened.

#### Display ads on basics pages
Display ads only on the ketamine basics and side-effects pages. Needs a decision, and the ad network's traffic threshold, before it moves past idea.

## KPI.md

Version 1.0.1 · status draft · sha256 d2caf4c483457b724d3a111208fb8d07517718c001dce6dd3ea1a2688e915211

```yaml
charter: 1
version: 1.0.1
profile: editorial-charter@1.3.1
domain: ketamineclinic.guide
status: draft
reviewed_by: ""
template: charter:kpi-template-editorial-traffic (editorial traffic)
template_override: ""
kpis:
  - {key: pageview_recorded, role: charter:kpi-role-primary (primary)}
  - {key: gsc_clicks, role: charter:kpi-role-secondary (secondary)}
  - {key: gsc_impressions, role: charter:kpi-role-secondary (secondary)}
  - {key: avg_position, role: charter:kpi-role-secondary (secondary)}
  - {key: content_engaged, role: charter:kpi-role-secondary (secondary)}
  - {key: newsletter_subscribed, role: charter:kpi-role-secondary (secondary)}
  - {key: affiliate_clicked, role: charter:kpi-role-secondary (secondary)}
  - {key: sponsored_income_recorded, role: charter:kpi-role-secondary (secondary)}
  - {key: ad_revenue_recorded, role: charter:kpi-role-secondary (secondary)}
  - {key: crawl_errors, role: charter:kpi-role-guardrail (guardrail)}
  - {key: pages_indexed, role: charter:kpi-role-guardrail (guardrail)}
catalog_sha: 4304fc97e9ac457725bdc25dcbb724c36257a707cbb3c237b69cd3e7ba04ac39
```

### KPI

#### Why these metrics
The site is pre-launch and run on reach, so pageview_recorded is primary. gsc_clicks, gsc_impressions and avg_position show whether the English clusters rank. content_engaged shows whether readers use the guide. newsletter_subscribed comes from the template. affiliate_clicked is enabled only because the template lists it; no affiliate link is planned. sponsored_income_recorded and ad_revenue_recorded track the two revenue ideas in MONETIZATION.md once either goes live. crawl_errors and pages_indexed are guardrails: 210 pages are planned across five languages and indexing must keep pace without errors.

#### Reading guide
Read weekly pageview_recorded against the target in kpi-mgmt once one is set; no target exists yet. Rising impressions with flat clicks points to titles, not content. A falling pages_indexed with rising pages shipped is the first thing to fix.

#### Review cadence
Quarterly, with the 12-month bets in STRATEGY.md.

## taxonomy/binding.yaml

Version 1.1.1 · status draft · sha256 77d2d8fc0a328b56fa4e961ee5ae352dba128b40ae6832ef5c9115d18bcf999e

```yaml
charter: 1
version: 1.1.1
profile: editorial-charter@1.3.1
domain: ketamineclinic.guide
status: draft
reviewed_by: ""
iab_content: ["iab:286"]
icp_profile: portfolio-icp@1.0.0
content_profile: null
languages: [en, de, es, fr, pt]
regions: [US, DE, ES, FR, BR]
```