Persona: Jess — The Compounded Refugee

1. Snapshot

• Name: Jess (composite, not a real customer)
• Age: 36
• Gender skew: Mixed, slight F skew (~60% F)
• Segment tag: compounded-refugee
• One-liner: Tried compounded GLP-1 from a competitor in the past year, got nervous, and now wants the real branded medication with an actual physician — without doubling her monthly bill.

2. Demographics

• Age range: 30–44
• Gender: Mixed (~60% F)
• Household income: $75K–$200K
• Geography: Urban + inner suburb, coastal bias (NYC, LA, Bay, Austin, Miami, DC, Boston, Seattle, Denver, Chicago)
• Education: College+, often grad
• Marital/family: Often single, partnered without kids, or kids under 6
• Insurance: Employer plan or marketplace; HDHP+HSA common

3. Psychographics

• Identity: "Informed health consumer who does her homework. Burned once by the gray market — wiser now."
• Values: Quality, evidence, autonomy, transparency, peer wisdom
• Reads/listens to: Dr. Mike, Huberman Lab, NYT The Daily, Maintenance Phase, IG health creators (curated), niche health Substacks
• Health philosophy: Active researcher, wellness-adjacent, has a Stanley cup, knows her resting heart rate, comfortable with pharmacology

4. Daily life rhythm

• 6:30–8:00 AM: Wake, hydrate, workout or walk, coffee, scroll. Highest receptivity.
• 8:00–9:00 AM: Commute or WFH spin-up; podcast time
• 9:00–5:00: Work; mid-afternoon coffee scroll dip ~3 PM
• 5:00–7:00 PM: Workout class (Solidcore, Pilates, run), grocery, errands
• 7:00–10:00 PM: Dinner, TV, scroll, deep research rabbit holes
• 10:00 PM–12:00 AM: Late-night phone — Reddit, comparison shopping, reviews. Major retargeting window.
• Sunday: Major decision-making day; she's been thinking all week

5. Past attempts ledger

The pattern: she's experienced. Don't explain GLP-1 mechanism to her.

6. Trigger moments

• FDA enforcement headlines about compounded products
• Friend's bad batch / side effect story
• Sourcing change at her current provider (rebrand, supplier swap)
• Stockout / waitlist email
• Personal side effect that scared her
• Reading a Reddit thread that crystallized her unease
• "Switched to branded" mentioned by a peer or creator

7. Jobs-to-be-done

• Functional: Continue weight progress with branded med + real physician, without restarting titration ladder
• Emotional: Peace of mind, feeling like a smart consumer again, not feeling embarrassed about the compounded chapter
• Social: Be quietly proud of the choice; able to mention to peers without caveats

8. Aspirational identity

"The informed consumer who chose right the second time. Who does her homework, makes the smart call, and doesn't apologize for taking care of herself."

This is fundamentally about competence and self-trust restoration.

9. Self-talk (internal monologue)

• "I tried the shortcut. Now I want it done right."
• "I'm not new at this."
• "I want the real thing."
• "I learned my lesson."
• "I'm not falling for marketing again."
• "Just give me Wegovy through a real doctor."

10. Spoken objections (top 5)

1. "Will this cost double what I was paying?"
2. "Do I have to restart from the lowest dose?"
3. "Is the insurance hassle worth it vs. just paying cash?"
4. "Can I bring my dose history with me?"
5. "Will switching mess with my progress?"

11. Hidden objections (unspoken)

• Embarrassment about having used compounded ("am I one of THOSE customers?")
• Fear of having to tell her current provider she's leaving
• Fear that branded won't actually be different
• Fear of starting over with a new physician
• Quiet worry that compounded harmed her in a way she doesn't know about
• Fear of being judged by a "real doctor" for previous choices

The best body copy normalizes the transition without judgment.

12. Verbatim language (use in hooks/copy)

• "I want the real medication."
• "I'm done with the gray-market thing."
• "Just give me Wegovy through a real doctor."
• "Match my dose history."
• "I want FDA-approved."
• "I want a real prescription."

13. Anti-language (DO NOT USE)

• Trash-talking compounded directly ("ditch the dangerous knockoff") → alienates her past self + FTC commercial-disparagement risk
• "Graduate to" framing (condescending)
• "Upgrade your weight loss" (cute branding she'll hate)
• "Now that you know better" (judgmental)
• Medical-emergency urgency framing
• Generic "GLP-1 explained" copy (insulting to her expertise)

14. Trigger keywords / scroll-stoppers

• "Branded — not compounded."
• "Move to FDA-approved."
• "Bring your dose history."
• "Real Wegovy. Real prescriber."
• "We'll match where you left off."
• "Insurance-first. Cash backup."

15. Search query patterns (GSA-ready)

Awareness (low for her — she's already past awareness): - "is compounded semaglutide safe" - "FDA compounded GLP-1 update"

Consideration: - "Wegovy telehealth no compounded" - "switch from compounded semaglutide to branded" - "branded GLP-1 telehealth FDA-approved" - "Eudaven vs Hims branded" - "Wegovy with Aetna telehealth"

Conversion: - "Eudaven reviews" - "Eudaven cost insurance" - "switch from [competitor] to branded" - "Wegovy telehealth fast prescription"

16. Trust builders

• Pharmacy named explicitly (e.g., Curexa) — she knows the difference
• Branded packaging shown in creative
• "FDA-approved" used factually, not as theater
• Named prescriber with credentials and panel size
• Transition support process explicitly described — "we'll match your dose"
• Real prescription number / Rx process visible
• HIPAA + data handling transparency
• Patient stories specifically from compounded-to-branded transitioners

17. Information sources & social proof

• Inner circle: 2–4 close friends, sister, her physician
• Outer circle: Workout class friends, work peers (selectively)
• Editorial: NYT, The Cut, Vogue/Bustle health, Substacks
• Long-form audio: Huberman Lab, Dr. Mike, Maintenance Phase, Diary of a CEO (sometimes)
• Skeptical of: Influencer testimonials, sponsored Reels, anything affiliate-disclosed
• Lurks on: r/Semaglutide, r/Wegovy, r/loseit, r/AskDocs, FB groups, TikTok GLP-1 community, Threads
• Proof types that work: Reddit screenshots (real users), pharmacy named, before/after AVOIDED but "switched from compounded to branded" stories work, named physician credentials

18. Brand affinities (calibrates voice)

Glossier · Sephora · Sweetgreen · Erewhon (LA) · Joe & The Juice · Equinox · Solidcore · Pilates studios · Lululemon · Aritzia · Reformation · Madewell · Stanley cup · Hydroflask · Apple Watch · Whoop · Function Health · Levels · Lingo · Hims/Ro (her past) · Costco (Saturday runs) · Trader Joe's

Voice should sit in the Glossier / Function Health / Sweetgreen triangle — direct, confident, evidence-aware, no fluff, slight wink.

19. Decision dynamics

• Style: High-comparison, peer-validated via online communities
• Velocity: 1–2 weeks once actively researching (faster than Maya)
• Decision unit: Solo, validates with online community + 1 close friend
• Risk tolerance: Moderate cost, low quality-uncertainty, low ambiguity
• Comparison shopping: Heavy — will check 5+ providers, read 10+ reviews
• Friction killers: Pharmacy named, prescriber credentialed, dose-match explicit, fast turnaround, no-credit-card-to-quote

20. Emotional arc

• Pre-decision: Anxiety + wisdom-from-experience + slight shame about past
• Mid-consideration: Comparison fatigue + wanting decisive answer + dose- history worry
• Post-decision (wk 1–4): Relief + becomes vocal advocate to peers (good for referrals — she'll DM 2–3 people)
• 3–6 months in: Will post a Reddit comment or TikTok if asked; valuable organic amplifier

21. Story archetype

"The wiser-now consumer." The story is correction with dignity. She tried something, learned, course-corrects — without us shaming her past.

Best narrative shape: peer testimonial structure ("I was on compounded with [competitor]. Here's why I switched and what's different.")

22. Eudaven fit

• vs Hims/Ro (branded tier): Insurance-first navigation; transition support
• vs Calibrate: No 12-month commitment; she'll bolt if locked in
• vs Found: Insurance navigation is differentiator
• Core promise to Jess: "Branded medication, real prescriber, dose history matched, insurance worked first."

23. Funnel stage signals

• She skips awareness almost entirely; enters at consideration
• Consideration: Comparing branded providers, reading transition reviews
• Conversion: Carrier-specific + dose-match queries
• Retention: Adherence support, side-effect management, dose adjustment

24. Channel mix (Phase 1 priority bolded)

• Meta (FB + IG) — primary; lookalike audiences from competitor users
• Google Search — high-intent, esp. transition + branded queries
• Reddit — Phase 2; she's there, but advertising on Reddit requires care
• TikTok — Phase 2; she's a heavy TT user
• Email — warm nurture
• YouTube — Phase 2 pre-roll on health creators
• Podcast — host-reads on Dr. Mike, Huberman, Maintenance Phase — Phase 4

25. Visual cues (drives image-gen prompts)

• Settings: Apartment kitchen with plant + Stanley cup, Pilates studio exterior, coffee shop window seat, walking dog in park, evening on couch with phone, pharmacy bag on counter (subtly branded)
• Wardrobe: Lululemon Aligns, Reformation dress, oversized sweatshirt, tailored sweat sets, athleisure-default, hoop earrings, dainty gold
• Subjects: Real-bodied 30s-40s, urban-feeling, candid moment, often with hands or partial-frame (intimate), diverse skin tones
• Avoid: Gym transformation, scales, before/after, "compounded vial" imagery (too on-nose), generic stock-photo
• Flux prompt mood words: "intimate, urban morning light, sage and cream palette, candid lifestyle, real adult woman 30s-40s, slight grain, editorial — natural — not advertorial"

26. Offer resonance

• Highest: "Switch to branded. We'll match your dose. Insurance-first."
• Strong: "Same medication your provider prescribes off-label, but FDA-approved branded version" (CAREFUL — see reg flags)
• Strong: "First month $99 + dose history matched"
• Avoid: Generic "start your weight loss" copy — she's not starting

27. Regulatory flags (persona-specific) — HIGHEST CARE

• Don't trash compounded competitors by name — FTC commercial-disparagement risk + alienates her past self
• "Branded FDA-approved" is factual; "safer than compounded" is a CLAIM that needs substantiation per FTC Section 5
• "We'll match your dose history" is fine; "no titration restart" is also fine
• Don't imply compounded products are illegal (they exist in a gray zone with 503A / 503B compounding pharmacies)
• Avoid before/after imagery especially given her continuity from prior provider
• Comparative claims with named competitors require substantiation

28. Source notes & diversity caveat

Composite strawman built from r/Semaglutide patterns, competitive teardowns, and reporting on the compounded GLP-1 market.

Diversity caveat: This v0.1 skews coastal-urban, college-educated, mid- income. Real research will likely require: - Lower-income variant (cost sensitivity higher; insurance-navigation more critical, more sensitive to copay surprises) - Non-coastal urban (Phoenix, Nashville, KC) with different language register - Black + Latina variants of similar age cohort with different community signals and proof points - Male variant of this segment (less F-skewed than Maya's segment) — different language and visual cues, may overlap with David at younger end

Validate against: r/Semaglutide thread analysis, real customer interviews (target 30+ given heavy comparison shopping), Meta lookalike performance, intake survey on prior provider experience.

Treat as v0.1 — refresh by month 3.