top of funnel · brand discovery
01Awareness
"Wait, who are you?"
Job to be done
"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 red-flag operators."
Top tactics
- ▪ Educational SEO ("what is compounded GLP-1")
- ▪ Clinician-led short-form (TikTok / Reels)
- ▪ Wellness & women's-health podcast sponsorships
- ▪ Branded search defense (your name + competitors')
Watch this number
Reach
Branded SOV
Aided recall
Direct sessions
Eudaven note
Meta's healthcare-vertical policy makes paid weight-loss creative high-friction. Plan for elevated CPMs (~30–60% above category average) and longer ad-account warmup. Compliant headlines lean on personalization and care quality, never price or brand-equivalence.
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.