first value · onboarding
04Activation
"First win, locked in."
Job to be done
"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."
Top tactics
- ▪ Welcome series (5–7 emails + 2 SMS)
- ▪ Care-team intro video (real, named clinician)
- ▪ Day-2 SMS symptom check, Day-7 expectation reset
- ▪ "Activation moment" engineered: first injection logged + first weight check-in by Day 14
Watch this number
TT-First Rx
Onboard %
D7 active
D14 activation
Eudaven note
Activation is also an adverse-event-detection surface. Day-2 SMS isn't just retention — it's the catch-net for early dosing or tolerability issues, which the FDA has been pointing to in compounded enforcement. Treat clinical and marketing instrumentation as one system.
Operator action
Generate a brief for this stage
Pre-loads the brief synthesizer with this stage's JTBD, tactics, and KPIs. Pick a persona, channel, and offer to scope the brief. Costs ~$0.05 in OpenRouter calls and takes 5–10 seconds.