Persona: David — The Metabolic Wake-Up

1. Snapshot

• Name: David (composite, not a real customer)
• Age: 52
• Gender skew: Male (~70%)
• Segment tag: metabolic-wakeup
• One-liner: A high-functioning professional whose annual physical just flagged numbers he can't ignore — and who needs to fix this without it becoming "a thing" at work or home.

2. Demographics

• Age range: 47–60
• Gender: M (~70% skew)
• Household income: $180K–$500K+
• Geography: Suburban affluent, secondary cities, US national
• Education: College+, often grad
• Marital/family: Married, kids HS-age or out of house
• Insurance: Premium employer plan or self-paid premium tier; possibly Medicare Advantage on the older end

3. Psychographics

• Identity: "I solve problems. This is just another problem to solve."
• Values: Capability, results, time, discretion, legacy
• Reads/listens to: WSJ, Bloomberg, Acquired, Founders, Tim Ferriss, Joe Rogan (sometimes), Huberman Lab (occasionally), trade press in his industry
• Health philosophy: Has cycled through aggressive solutions (keto, marathon training, gym streaks), believes in evidence and outcomes, distrusts marketing

4. Daily life rhythm

• 5:30–6:30 AM: Up early, coffee, email, Bloomberg/WSJ. Highest receptivity to discreet ads.
• 6:30–8:00 AM: Workout (intermittent), commute or home office spin-up
• 8:00 AM–6:00 PM: Back-to-back meetings, board calls, client work; near-zero ad receptivity except brief LinkedIn lulls
• 6:00–8:00 PM: Wind-down, dinner, possible drinks (the issue), TV with spouse
• 9:00–11:00 PM: Phone scroll, occasional research rabbit hole — secondary receptivity for retargeting + LP
• Saturday morning: Decision-making window for "things he's been thinking about"

5. Past attempts ledger

The pattern: he's used to fixing problems by applying force. The problem is metabolic, not motivational. Copy that respects this lands.

6. Trigger moments

• Annual physical just dropped: A1C in prediabetic range, BP creeping, LDL up
• PCP added a new medication and it landed as a wake-up
• Peer in his age cohort had a heart event
• Spouse pushed gently after physical results
• Looked at recent photo from a work event and didn't recognize himself
• Son joining military / kid graduating — legacy thinking activated

7. Jobs-to-be-done

• Functional: Reverse trajectory before T2D, lower BP/A1C, restore energy, drop 25–50 lbs
• Emotional: Feel like the capable man in his head; not feel old
• Social: Keep up with younger colleagues, stay relevant, not be "that guy" who let himself go

8. Aspirational identity

"The capable man who's still in the game in his 60s. Sharp, energetic, present for his family. The one who fixed it before it fixed him."

This is fundamentally about agency restoration, not weight loss.

9. Self-talk (internal monologue)

• "I should be able to figure this out myself."
• "I've handled bigger things than this."
• "I don't have time for another fad."
• "Just give me the protocol."
• "The numbers don't lie."
• "I'm not the kind of guy who needs this — except apparently I am now."

10. Spoken objections (top 5)

1. "Will this affect my work? I can't be tired or nauseous in board meetings."
2. "Will I have to be on this forever?"
3. "Can I do this without an in-person doctor I'll never actually see?"
4. "What does this do to my heart / liver / labs I care about?"
5. "Is this insurance-covered or am I paying out of pocket?"

11. Hidden objections (unspoken)

• Vanity (won't admit he cares how he looks)
• Fear of dependence on medication
• Fear of telling his spouse / buddies
• Fear of being a "Wegovy guy" cliché
• Fear of being perceived as weak by direct reports
• Quiet fear about mortality after the physical

The best body copy names mortality concern as agency, not panic.

12. Verbatim language (use in hooks/copy)

• "I just need to get my numbers back in line."
• "Doctor told me I have to do something."
• "I don't have time for another fad."
• "Just give me the protocol."
• "I want the actual medication, not a knockoff."
• "Show me the data."

13. Anti-language (DO NOT USE)

• "Transform yourself"
• "Your weight loss journey"
• "New you"
• Anything emotional/aspirational without numbers
• Cute branding
• Heart emojis, exclamation points, all-caps
• "Body positive" framing — he doesn't want positivity, he wants results
• "Empowerment" language

14. Trigger keywords / scroll-stoppers

• "What your annual physical didn't tell you"
• "A1C 5.7+? Read this."
• "Branded GLP-1. Real prescriber. Done in 12 minutes."
• "Insurance-first. Cash if not."
• "Reverse prediabetic numbers."
• "Built for executives who don't have time for this."

15. Search query patterns (GSA-ready)

Awareness: - "prediabetic A1C reverse" - "best treatment for prediabetes 50s" - "GLP-1 vs metformin"

Consideration: - "Wegovy vs Zepbound for men" - "branded GLP-1 telehealth" - "Wegovy with [carrier name]" - "best GLP-1 telehealth provider"

Conversion: - "Wegovy United Healthcare prior authorization" - "Eudaven for men" - "Eudaven cost insurance" - "fast GLP-1 prescription telehealth"

16. Trust builders

• Named medical director with full credentials (board-certified internist preferred)
• Specific lab metrics referenced (A1C, fasting glucose, ApoB, LDL)
• Reference to clinical trial data (STEP, SURMOUNT) in normal language
• Mayo / Cleveland-style credibility cues without overclaiming
• Streamlined intake (12-minute claim)
• Insurance carrier logos
• Real medication branded packaging
• Patient stories from age-appropriate peer (50+ male, professional)

17. Information sources & social proof

• Inner circle: Spouse, 1–2 close friends, his PCP
• Authority: PCP, occasionally a specialist (cardiology if relevant)
• Editorial: WSJ Health, NYT Health, Bloomberg, The Economist
• Long-form audio: Tim Ferriss, Huberman Lab, Acquired, Joe Rogan (some), Peter Attia Drive (medical-curious tier)
• Skeptical of: TikTok, IG influencers, Reddit (lurks but discounts)
• Lurks on: Bloomberg, WSJ comments, Reddit r/PeterAttia, exec-only Slacks
• Proof types that work: Peer-reviewed citations, named trials, board certifications, CME credits in physician bios, executive testimonials

18. Brand affinities (calibrates voice)

Patek / Tudor / Omega · Allbirds wool · Vuori · Lululemon ABC · Whoop · Function Health · One Medical · Eight Sleep · Tesla / Rivian · Tesla solar · Patagonia (lapsed activist phase) · Tumi · Rapha (cycling) · Audemars (aspirational) · WSJ subscriber · Bloomberg Terminal · The Economist

Voice should sit in the Function Health / Peter Attia / WSJ triangle — clinical precision, executive efficiency, evidence-led, zero fluff.

19. Decision dynamics

• Style: Decisive once decided; deeply researched but fast-execution
• Velocity: 1–3 weeks once he's actively considering
• Decision unit: Solo decision; spouse-validated post-fact, doesn't seek approval
• Risk tolerance: High on cost; low on time-waste, side-effects-affecting-work, embarrassment
• Comparison shopping: 2–3 providers max; values decisive recommendation
• Friction killers: No phone calls required, no waiting room, named physician, upfront pricing transparency, fast prescriber appointment

20. Emotional arc

• Pre-decision: Denial → frustration → fear (post-physical) → problem-solving mode
• Mid-consideration: Vetting clinical credibility, comparing carriers, reading labs
• Post-decision (wk 1–4): Quiet relief, will tell spouse, will not tell most others
• 3–6 months in: May refer one trusted peer privately; never publicly

21. Story archetype

"The capable man's pivot." Not a transformation. Not a redemption. He's adding a tool to his toolkit. The story shape: smart guy gets new information, applies it, moves on. We are the trusted vendor, not the savior.

Avoid: hero's journey, redemption arc, emotional epiphany framing.

22. Eudaven fit

• vs Hims/Ro: Branded medication = "real medicine for a real problem"
• vs Calibrate: No 12-month commitment, no coaching theater
• vs Found: Insurance navigation matters because his plan is good
• Core promise to David: "Branded medication, board-certified prescriber, we'll handle your insurance, you'll spend 12 minutes on this."

23. Funnel stage signals

• Awareness: Searching prediabetes / A1C reversal / GLP-1 mechanism
• Consideration: Comparing branded telehealth providers, reading lab impact
• Conversion: Carrier-specific searches, intake friction shopping
• Retention: Lab tracking + adherence (he loves a dashboard)

24. Channel mix (Phase 1 priority bolded)

• Google Search — primary; he's high-intent and search-led
• Meta (FB + IG) — retargeting + LinkedIn-adjacent lookalikes
• LinkedIn — Phase 3; sponsored newsletter ads in business pubs
• Email — warm-list, lab-focused content
• Podcast (host-read) — Tim Ferriss, Peter Attia, Acquired — Phase 4+
• WSJ / Bloomberg programmatic — Phase 3
• TikTok — not a fit for V1
• YouTube — pre-roll on business/health content, Phase 2

25. Visual cues (drives image-gen prompts)

• Settings: Home office at dawn, suit jacket on chair, dog walk, golf course at sunrise, kitchen with paper, hotel gym (briefly), reading in study
• Wardrobe: Quarter-zip fleece, button-down rolled sleeves, navy blazer, Patagonia vest (yes, the cliché — but real), dad-running-shoes
• Subjects: Real-bodied men 47–58, salt-and-pepper, slightly soft middle, professional bearing, candid not posed
• Avoid: Shirtless transformation, gym selfies, "before" framing, scale imagery, anything implying weakness, 30-something model bodies
• Flux prompt mood words: "executive, dawn light, controlled palette, understated, real masculine 50s, sage and warm charcoal palette, slight grain, editorial — not advertorial"

26. Offer resonance

• Highest: "Insurance-first, branded medication, 12-minute intake, board- certified prescriber" — hits speed + credibility + cost
• Strong: "Lab-driven dosing, branded medication, real physician oversight"
• Strong: "Concierge tier" framing if available
• Lower fit: "First month $99" — he doesn't care about that level of discount
• Avoid: Coaching/community emphasis, "journey" framing

27. Regulatory flags (persona-specific)

• Comorbidity-led copy is permitted (he qualifies clinically — A1C, BP, BMI)
• DON'T panic-monger, but factual urgency around A1C / cardiovascular risk is fine
• Cite STEP / SURMOUNT data accurately or not at all — he'll check
• "Reverse prediabetes" is a claim that needs careful substantiation; safer: "improve metabolic markers"
• Don't imply Eudaven medications treat heart disease directly

28. Source notes & diversity caveat

Composite strawman built from competitive teardowns + public-domain research on male telehealth GLP-1 patients.

Diversity caveat: This v0.1 skews white, married, professional/executive. Real research will likely require: - Black men (different cardiovascular risk conversation, T2D prevalence, trust dynamics) - Latino men (family-decision dynamics, sometimes Spanish-language) - Blue-collar variant (cost sensitivity, plan limitations, different language register — less "executive" framing, more "I work with my hands") - LGBTQ+ men (different proof point hierarchy, sometimes different physician preference)

Validate against: real customer interviews (20+ patients), search query data, Meta + LinkedIn audience insights, intake notes (PHI-safe).

Treat as v0.1 — refresh by month 3.