Wout Voorderhaak — Client Doc

Status · Active (Alch engagement, Feb 2026)First contact · 2026-02-17Updated · 2026-05-11

Wout Voorderhaak

Dutch med student and Instagram creator running Future Docs Academy (FDA). Authentic, perfectionist, underdog story. Courses launched April 25, 2026. Alch handling funnels, email, ads strategy, and launch execution on a 10%/20% revenue share.

Who He Is

Medical student at Maastricht University, Netherlands. Clinical rotations began early 2026.
Content creator on Instagram: Future Docs Academy. Focus on med school life, pressure, productivity, and mental honesty.
Girlfriend Janneke co-creates with him (content strategy, resource creation). She is an important part of the operation.
Previously worked with "Ja/Jar" (another agency/advisor) for ~9 months. Experience was frustrating: offer changed 6-7 times, no stable plan, felt like one of many. Came to Joe wanting clarity and a consistent game plan.
Specialty interest: radiology (top of list as of early 2026), but actively questioning whether he wants to specialise at all after graduating.
Doesn't drink. Health and fitness oriented. Perfectionist with imposter syndrome around pricing and selling.
Dutch: direct, prefers honest communication. Girlfriend also watches Winter Olympics speed skating.

Background story (key to his content): Came from HAVO (lower level of Dutch high school system, considered insufficient for university). Teachers told him he wasn't smart enough. Ignored them. Moved up, crushed the exams. Applied to med school twice: first application failed. Second time went all in, watched YouTube interviews, did visualisation (imagined himself walking the halls of Maastricht). Even in COVID lockdown, told his mum after the online exam "I got in — I know for certain." Failed first year of med school. Scored 95% in year three. This underdog arc is the spine of all his content and will anchor the email sequence and course positioning.

Audience and Reach

Channel	Size / Notes
Instagram	~170k followers (peak). Averaging ~25-30k views per reel during the launch window. Slight recovery in engagement post-launch.
Email list	~9.3-9.4k total. ~2k active openers. Warm segments hitting ~65-70% open rate (March 2026).

List was largely built from 4 videos using ManyChat comment automations (comments "pressure" → DM → email capture). The pressure email sequence alone drove 5k subscribers.

Products

Live (as of April 25, 2026)

Product	Price	Audience
Getting into Med School	$149	Applicants / aspiring med students
Surviving Med School	$149	Current med students
Bundle (both courses)	$249	Both audiences
Thriving	$75	Upsell on purchase of either course
Elevator Studying Study Guide	$37	Low-ticket entry point for warm list and cold ads

The study guide (originally Elevator Studying ebook, written ~2 years prior) was repackaged and repriced from $47 to $37 as a low-friction entry product. Used to collect buyer data before the main course launch and to warm the Pablo platform.

In Pipeline

Productivity Course — ~$97. Planned as the next launch before the social media course.
Medpreneur's Academy — Working name for a personal branding / Instagram course aimed at medical professionals (doctors, med students building a public presence). Longer-term product.

Book Deal

A major Dutch publisher approached Wout about a book deal in early-to-mid 2026. Terms under negotiation as of May 5. Content would align with FDA positioning and his underdog story. Significant credibility and distribution opportunity.

Content

What Works

Based on Klaviyo data and Instagram engagement, the themes that resonate most strongly:

Pressure — "Why is nobody talking about the pressure of med school?" generated 300-400k views and flooded ManyChat. Top email open theme.
Mood — "Stop letting your mood run the show." Strong email engagement.
Energy — "Manage energy, not just time." Consistent performer.
Underdog/hero's journey — hooks based on the failed-first-year-to-95% story. Viral multiple times.
Hook that broke through: "Becoming a neurosurgeon is cool, but so is not losing yourself to the pressure of med school."
Previous viral hook: "I failed my first year of med school, but scored 95% in year three."

Content Format

Shifted toward report-style content (filmed reports + b-roll) in early 2026. Janneke involved in production. Editor has been slow (consistent complaint across multiple calls). Wout does filming in bulk when rotation schedule allows.

YouTube

Deferred during course launch build. Return to YouTube planned post-launch as part of longer-term discoverability strategy.

Swipe File

Joe built a content inspiration doc from accounts like Grace Beverly, James Smith, Ali Abdaal — tabbed by content type (launch, top-of-funnel, etc.) to feed Wout and Janneke's ideation.

Strategy

Funnel Architecture

Instagram content and ManyChat automations → email opt-in
Opt-in funnel (Pablo) → 7-day story-based email course → main sales page
Weekly newsletter maintains list engagement and pushes products via PS
Pablo platform hosts courses; locked/coming-soon previews of future products visible to all registered users
Paid ads (cold traffic) → study guide ($37) as entry → upsell to FDA courses. Started May 2026. €500 initial budget.
Testimonial-led social proof to replace "I made $X" vanity metrics — success = "student got in", "student stopped failing exams."

7-Day Email Course

"From Doubt to Doctor" — co-created with Claude on the March 2 call. Structure: one chapter of Wout's origin story per email, plus one concrete value takeaway. Covers: HAVO school → ignored the doubters → first application failure → second attempt (all-in) → first year failure → year three 95%. The cold opt-in sequence for new leads hitting the funnel.

Email Infrastructure

Originally: Klaviyo (sequences + tags) + Zapier (Pablo to Klaviyo connection). As of May 2026: migrating entirely to Pablo email. Klaviyo being phased out, Zapier being cancelled. Pablo email automations built: abandoned checkout, post-purchase upsell, welcome flow. Warm-up ramp: 50 emails/day initially, scaling up.

Tech Stack

Tool	Use	Status
Instagram	Primary traffic source	Active
ManyChat	DM automation (comment triggers → email capture)	Active
Klaviyo	Email list, sequences, A/B tests	Being phased out (migrating to Pablo)
Pablo	Course hosting, product pages, funnel pages, email	Primary platform
Zapier	Connecting Pablo opt-in → Klaviyo tags	Being cancelled
Slack	Primary comms channel with Joe	Active

Commercial Terms

Revenue share: 10% of gross revenue when organic only. 20% when paid ads are running.
No upfront fee.
Service agreement reviewed Feb 20. Two key points Wout flagged: (1) all public-facing content must be signed off by Wout before going live — written into agreement; (2) anything that could damage his future medical license is off limits — Joe agreed this is a given and the approach is "sharing experience, not prescribing solutions."

Calls Log

Date	Type	Duration	Notes
2026-02-17	Intro / onboarding	63 min	Handover from Jar; situation assessment; frustration with changing offers; email list review (Klaviyo); pricing discussion; commercial terms intro. See source
2026-02-20	Launch plan + service agreement	28 min	Launch plan skeleton presented; service agreement reviewed; pricing confirmed ($149/$249 bundle); comms via Slack; Winter Olympics backdrop. See source
2026-02-24	Kickoff meeting	39 min	Roles and responsibilities mapped; opt-in format chosen (email course over webinar); weekly cadence agreed; launch plan angles reviewed; content ideation. See source
2026-03-02	Launch plan deep dive	60 min	ICP mapping; 7-day email course co-created with Claude live on call; 70+ content ideas generated; email open data reviewed; opt-in funnel scoped; next call Friday. See source
2026-03-11	Check-in / pivot	58 min	Course delayed to ~April 11; Elevator Studying ebook agreed as interim product at ~$47; opt-in funnel nearly live; Claude projects demo'd; Pablo setup reviewed; weekly call moved to Tuesdays 7:30pm NL. See source
2026-03-17	Low ticket launch review	25 min	Landing page copy reviewed (Claude's draft had m-dashes — flagged as AI signal, removed); study guide pricing and copy refinements; funnel status check. See source
2026-03-30	Weekly check-in	—	Study guide packaging progress; opt-in funnel live; Pablo automations; launch prep. See source
2026-04-07	Weekly check-in	—	Pablo email warm-up; Klaviyo/Zapier migration plan; launch window narrowing; course filming progress. See source
2026-04-13	Pre-launch check-in	—	April 25 confirmed as launch date; Thriving upsell at $75 finalised; study guide at $37 confirmed; Pablo automations ready. See source
2026-04-25	Launch call	—	LAUNCH DAY. Getting into Med School + Surviving Med School live on Pablo. Thriving upsell at $75. Study guide at $37. First sales results reviewed. Ads phase next. See source
2026-05-05	Post-launch strategy	—	Pablo replacing Klaviyo/Zapier confirmed; ads starting (€500 budget, study guide first); Jha partnership announced; book deal from Dutch publisher; Medpreneur's Academy planned; productivity course ($97) next; YouTube return planned. See source

Open Questions

Launch results: how many units sold at launch? What was the study guide conversion rate?
What were the Pablo email warm-up numbers — how many sends before full list?
Book deal: did terms get agreed? What's the timeline?
Ads: what happened with the €500 test budget? What were the initial ROAS numbers?
Productivity course: has a date been set?

Personal Brand Angles

Wout is a strong example of audience-led trust: people follow him because he's honest about doubt and struggle, not because he's a polished success story. His willingness to share ongoing uncertainty about medicine as a career path is rare and resonates.
His imposter syndrome around pricing ("am I making money on the back of other people?") is a genuine business psychology case study. The framing Joe used — "you're selling to your past self" — is a useful model for any creator with the same block.
The Dutch directness made these calls unusually efficient — no dancing around discomfort. Good reference for what honest client-advisor communication looks like.
His story is a clean case study in intrinsic vs extrinsic motivation: applied to med school because family expected it, almost failed because of it, had to rebuild from internal conviction to succeed.
The book deal trajectory is interesting: started building an audience around lived experience, then courses, then a publisher comes to him. That's a pattern worth documenting.

Clients
Alch Agency
GrowthOpX
Feb 17 call
Feb 20 call
Feb 24 call
Mar 2 call
Mar 11 call
Mar 17 call
Mar 30 call
Apr 7 call
Apr 13 call
Apr 25 call — LAUNCH
May 5 call