Personas — why we have four, and what they actually are
A persona isn't "a kind of customer." It's a composite character that helps you write to one person instead of everyone, so your ads stop being generic.
The plain-English version
Imagine you're writing an ad for a friend. You'd know their tone, their objections, what makes them roll their eyes, what they actually care about. The ad almost writes itself.
Now imagine you're writing an ad for "people who might want GLP-1 medication." There are millions of them. They have nothing in common except a vague interest in weight management. What do you say? How do you sound? You end up writing something generic — and generic ads don't convert.
A persona solves this by giving you a specific imagined friend. Not a real friend — a composite of the patterns we see in real patients. You write to that one person. The ad gets specific. Specific ads convert.
The Eudaven personas
The pipeline has four. They live in data/kb/personas/. Each one has
28 structured fields covering background, motivations, objections,
voice cues, and more.
Maya — The Plateau Veteran
A woman, late 40s to 50s, who has tried multiple weight-loss approaches over decades. Has lost and regained. Knows her body. Frustrated but sophisticated. The single biggest mistake in writing to Maya is treating her like she's never thought about this before.
Her voice cues: "I've tried that." "I know my body." She wants information depth, not encouragement. She values clinician credentials because she has been burned by approaches without them.
David — The Metabolic Wakeup
A man, mid-40s to 50s, who got a recent health scare or lab result that made weight stop being optional. He's not interested in body transformation; he's interested in metabolic markers. Lead with clinical context (labs, comorbidity risk, longevity research), not with weight loss as the goal.
His voice cues: "the numbers." "my A1C." "longevity." He responds to data and to clinician voice.
Jess — The Compounded Refugee
A woman, 30s to 40s, who previously took compounded semaglutide from another telehealth platform and is looking for a more legitimate alternative. She's been through the wave of FDA warning letters and the compounded-vs-branded confusion firsthand. She knows the gotchas better than most marketers do.
Her voice cues: a healthy skepticism of "alternative" framing, pharmacy-partner questions, concern about supply continuity. She responds to transparency about sourcing and the regulatory shift.
Rachel — The Healthcare Skeptic
A woman, often herself a healthcare professional or with a partner in medicine. The hardest audience for telehealth pitches because she understands the failure modes. Apply MAXIMUM scrutiny to copy aimed at Rachel — generic claims, exaggerated benefits, and weak clinician voice all read as red flags to her.
Her voice cues: precision, evidence, named clinicians, references. Marketing-speak triggers immediate distrust.
How persona affects compliance
This is the key detail that surprises most non-marketers: the same ad copy is OK for one persona and unacceptable for another.
The compliance node uses persona-specific thresholds. Rachel's threshold is 0.95 (very strict). Maya and David are 0.80. Jess is 0.85. The compliance judge also applies different "scrutiny notes" per persona — it knows to be harder on disparagement risk for Jess (because she's coming from a competitor she might still respect), and harder on credentials for Rachel.
If you're writing copy that feels fine but keeps getting blocked, check the persona — the same words read differently to different people, and the pipeline is designed to enforce that.
How persona affects channel
Personas correlate with channels in ways that matter for media buying:
- Maya is on Meta (Instagram/Facebook) and Google Search. Not on TikTok — and that's fine because TikTok bans the category anyway.
- David is on Google Search, mostly. He's researching, not scrolling. Meta works for him at the consideration stage if creative is clinical-toned.
- Jess is on Meta (where she found her previous compounded provider) and Google. She's also active in Reddit and Facebook groups — that's not paid territory for Eudaven but informs voice.
- Rachel is on Google Search and via referral. Meta works for her only at consideration stage with clinician-led creative; awareness on Meta will fail.
How to recognize the wrong persona
When a brief feels "off" but you can't say why, run this checklist:
- Is the voice right for this persona? (Maya's voice ≠ David's voice.)
- Is the objection being addressed the one this persona actually has?
- Is the credibility signal the one this persona values?
If the answer to any is no, the brief is solving for the wrong audience and the downstream copy will be worse than it needs to be.