Marketing
Customer journey
Seven stages, JTBD-framed. Each stage owns a different question, a different metric, and a different compliance surface.
top of funnel · brand discovery
01Awareness
"Wait, who are you?"
When I'm researching weight-loss medication options, I want to find providers I can trust enough to evaluate, so I can shortlist 2–3 without falling for the obvious...
mid-funnel · trust formation
02Interest
"Tell me more."
When I'm comparing 3 telehealth providers, I want clear answers on pharmacy quality, clinician credentials, and what 'compounded' actually means, so I can pick the...
bottom of funnel · conversion
03Acquisition
"OK, I'm signing up."
When I've decided to try this, I want a clinical intake that feels like care — not a checkout — so I trust the prescription that comes out the other side.
first value · onboarding
04Activation
"First win, locked in."
When my first vial arrives, I want to feel like a clinic, not Amazon — clear instructions, a real person to ask, and a sense of where this is going for me specifically.
recurring revenue · the real game
05Retention
"I'm staying."
When I'm 60+ days in and questioning the spend, I want enough proof of progress and warmth from the care team to keep going through the awkward middle.
ARPU growth · cross-sell
06Expansion
"What's next?"
When the GLP-1 piece is working, I want my care team to keep guiding me on the next thing — sleep, hormones, longevity — instead of me re-searching from scratch.
word of mouth · referrals · UGC
07Advocacy
"You have to try this."
When my friend asks 'what are you doing differently?', I want a clean way to refer them — that doesn't feel like I'm pitching, and rewards both of us for the recommendation.