Persona: Maya — The Plateau Veteran

1. Snapshot

• Name: Maya (composite, not a real customer)
• Age: 44
• Gender skew: Female (~85% of segment)
• Segment tag: plateau-veteran
• One-liner: A mid-life woman who has tried every diet, hit a hormonal wall, and is finally ready to consider real medicine — but only from someone who treats her like a patient, not a cart.

2. Demographics

• Age range: 38–52
• Gender: F (~85% skew)
• Household income: $85K–$220K
• Geography: Suburban + urban, US national, no strong regional bias
• Education: College+, often master's
• Marital/family: Often partnered with kids 8–18 at home
• Insurance: Employer-sponsored PPO or HDHP+HSA, mid-to-premium tier

3. Psychographics

• Identity: "I'm not lazy. I work hard at this. Something is different now."
• Values: Self-respect, evidence, dignity, time, family modeling
• Reads/listens to: Huberman Lab, Maintenance Phase, The Cut, NYT Well, Mel Robbins, occasionally Tim Ferriss. Skeptical of TikTok health.
• Health philosophy: Has cycled through every reputable diet. Knows macros. Reads labels. Not naive about nutrition — that's exactly what's frustrating.

4. Daily life rhythm

• 5:30–7:30 AM: Quiet window. Coffee, phone scroll, sometimes Peloton. Highest-receptivity time. (Best dayparting for Meta + Email.)
• 7:30–9:00 AM: School run / commute / morning routine, podcast time
• 9:00–5:00: Work; mid-afternoon scroll dip ~2:30 PM is secondary receptivity
• 5:00–8:00 PM: Family dinner, kids activities; low ad receptivity
• 9:00–11:00 PM: Couch + phone. The "rabbit hole" window — where deep consideration happens. (Best for retargeting + long-form LP.)
• Weekend: Saturday morning is a major decision-making window for purchases she's been considering during the week.

5. Past attempts ledger

The pattern: she's done the work. Copy must NEVER imply otherwise.

6. Trigger moments

• Annual physical and the scale "betrayed" her again
• Close friend mentioned she's on Wegovy
• Her doctor said "have you considered a GLP-1?"
• Perimenopause symptoms accelerated weight gain despite no behavior change
• Compounded semaglutide elsewhere had a bad experience or sourcing scare
• Insurance year reset, thinking about HSA spending

7. Jobs-to-be-done

• Functional: Lose 25–40 lbs sustainably; address visceral fat, A1C creep, joint pain
• Emotional: Feel like herself again; stop the daily mental food tax; reclaim agency
• Social: Be present at her kid's game; not be the "before" in family photos; show her daughter what self-respect looks like

8. Aspirational identity

"A calm, present woman who isn't fighting her body anymore. Who doesn't think about food all day. Who walks into a room and feels like herself."

This is not about being thin. It's about getting her back.

9. Self-talk (internal monologue Claude can mirror)

• "I shouldn't need this."
• "I've earned this."
• "Why can't I figure this out anymore?"
• "I want my brain back."
• "I'm tired of being tired."
• "I'm not falling for another gimmick."

10. Spoken objections (top 5)

1. "I don't want to be on this forever — what's the off-ramp?"
2. "I'm scared of the side effects I keep reading about."
3. "Will my insurance actually cover it, or is this another runaround?"
4. "Compounded versions scare me — I want the real thing."
5. "I've been burned by every program before — why will this be different?"

11. Hidden objections (unspoken — acknowledge gently)

• Fear of being judged for "taking the easy way out"
• Fear of regaining everything if she stops
• Fear of being lumped with "Wegovy people" socially
• Fear that her partner will see her differently
• Embarrassment that nothing else worked
• Fear of muscle loss / "Ozempic face" / looking older

The best body copy names one of these without making her say it.

12. Verbatim language (use in hooks/copy)

• "I'm doing everything right."
• "Something shifted after 40."
• "I just want my brain to stop thinking about food."
• "I want a real doctor, not a chatbot."
• "I'm not looking for a miracle, I'm looking for support."
• "I want the actual medication, not a knockoff."

13. Anti-language (DO NOT USE)

• "Lose 30 lbs in 30 days"
• "The secret weight-loss hack doctors won't tell you"
• "Slim down for summer / for the wedding / for the beach"
• "Bikini body" / "snap back" / "drop sizes"
• "Trick your metabolism"
• "Skinny" as a noun or goal
• Excessive emoji, all-caps, urgency timers, before/after imagery

14. Trigger keywords / scroll-stoppers

• "After 40, your body…"
• "If you've tried everything…"
• "Real medication, real doctor…"
• "What your annual physical missed…"
• "Branded — not compounded."
• "We'll fight your insurance with you."
• "Perimenopause changes the rules."

15. Search query patterns (GSA-ready)

Awareness: - "perimenopause weight gain treatment" - "why can't I lose weight after 40" - "GLP-1 reviews women 40s"

Consideration: - "Wegovy vs Zepbound which is better" - "GLP-1 telehealth branded not compounded" - "Calibrate vs Found vs [Eudaven]" - "Wegovy with insurance how much"

Conversion: - "Wegovy telehealth Aetna" (or specific carrier) - "Eudaven reviews" - "Eudaven cost" - "[competitor] cancel"

16. Trust builders

• Named medication (Wegovy, Zepbound)
• Real physician with full bio, credentials, panel size shown
• Insurance navigation help made concrete
• Side effect honesty up front
• Off-ramp language ("we'll help you taper if/when ready")
• Patient-controlled cancellation
• HIPAA-compliant clear data handling
• Reviews from peers her age, not influencers

17. Information sources & social proof

• Inner circle: 1–3 close friends, partner, sister
• Outer circle: Coworkers (cautiously), book club, Peloton friends
• Authority: Her PCP, occasional gyno
• Editorial: NYT Well, Cup of Jo, The Cut, Tonic
• Long-form audio: Huberman Lab, Maintenance Phase, Mel Robbins, Glennon Doyle
• Skeptical of: TikTok health creators, IG before/afters, "doctor influencers"
• Lurks on: Reddit (r/Menopause, r/loseit), private Facebook groups
• Proof types that work: Patient stories with real names + ages, named physician credentials, peer-reviewed citations in normal language, insurance carrier logos

18. Brand affinities (calibrates voice)

Lululemon · Athleta · Madewell · Trader Joe's · Whole Foods · Peloton · Whoop · Apple Watch · One Medical · Glossier · Aesop · Aritzia · Nuuly · Stitch Fix · Solidcore · Equinox (sometimes) · The Skimm · Cup of Jo · Goop (lapsed)

Voice should sit in the Aritzia / One Medical / NYT Well triangle — considered, warm, evidence-aware, never breathless.

19. Decision dynamics

• Style: Researched, peer-validated
• Velocity: 4–8 weeks first search → purchase
• Decision unit: Solo; discusses with partner + 1–2 close girlfriends for emotional validation, not approval
• Risk tolerance: Low-moderate; wants reassurance, side-effect transparency, cancel-anytime
• Comparison shopping: Yes — 3–5 telehealth options
• Friction killers: Carrier logos, no-credit-card-to-quote, clear cancellation, named physician

20. Emotional arc

• Pre-decision: Exhaustion, shame, hope, skepticism (cycling)
• Mid-consideration: Cautious optimism + cost worry + side-effect anxiety
• Post-decision (wk 1–4): Relief, identity reckoning, quiet pride mixed with privacy ("I don't want to be one of THOSE people")
• 3–6 months in: Brand advocate within close circle, rarely publicly

21. Story archetype

"The veteran finally gets reinforcements." Not a transformation story — she rejects that. It's a story of appropriate support arriving for someone who has earned it. Hero stays the hero; we're the ally.

Avoid: rescue narratives, makeover narratives, comparison-with-self narratives.

22. Eudaven fit

• vs Hims/Ro: Branded medication, not compounded — direct hit on objection #4
• vs Calibrate: Lower price ceiling, no 12-month upfront, hybrid pay
• vs Found: Insurance-first navigation rather than cash-default
• Core promise to Maya: "Real medicine, real prescriber, and we'll fight your insurance with you. Cash backup if it falls through."

23. Funnel stage signals

• Awareness: Education-led, no hard sell. Reads articles, compares conditions
• Consideration: Differentiation-led (branded vs compounded, insurance nav)
• Conversion: Offer-led, friction reduction, named physician
• Retention: Adherence + community + side-effect support

24. Channel mix (Phase 1 priority bolded)

• Meta (FB + IG) — primary; daily presence, perfect targeting
• Google Search — high-intent, especially branded + insurance terms
• Email — warm-list nurture (LP + email together)
• Podcast (host-read) — Huberman, Mel Robbins, Maintenance Phase — Phase 4+
• TikTok — secondary; she lurks but doesn't engage commercially
• YouTube — pre-roll on health content, Phase 2

25. Visual cues (drives image-gen prompts)

• Settings: Kitchen island in morning light, walking trail, reading nook, car in school pickup line, coffee shop with laptop, bedroom corner with book
• Wardrobe: Lululemon Aligns, cashmere sweater, Birkenstocks, blazer + jeans, silk pajamas at the kitchen island
• Subjects: Real-bodied women 38–50, no studio gloss, slight imperfection, candid moment not posed, sometimes hands-only crops (intimate)
• Avoid: Gym imagery, scales, mirror selfies, transformation framing, 20-something models, anything that looks like 2018 weight-loss ads
• Flux prompt mood words: "intimate, contemplative, morning light, real life, warm sage and cream palette, slight grain, eye-level, medium format film aesthetic"

26. Offer resonance

• Highest: "Insurance-first with cash backup, $X/mo if covered" — hits objection #3
• Strong: "Branded medication, not compounded" — hits objection #4
• Strong: "First month $99, real prescriber visit included" — friction reducer
• Avoid: "Save $200 today only" urgency offers — pattern-matches to scam

27. Regulatory flags (persona-specific)

• Age + likely BMI = clinical-indication territory, safe ground
• Avoid implying specific lb loss
• Avoid framing GLP-1 as "the easy way" — her identity is "I work hard"
• Perimenopause copy is fine; do NOT make hormonal claims beyond "supports metabolic health during life stages"
• Insurance language must be hedge-qualified ("if eligible, plan-dependent")

28. Source notes & diversity caveat

Composite strawman built from competitive teardowns and public-domain market research patterns.

Diversity caveat: This v0.1 skews white, college-educated, suburban. Real customer research will likely necessitate splitting into: - Black women (different cultural body conversation, higher T2D prevalence, physician-of-color preference documented) - Latina women (family-system decision dynamics, Spanish-language ads, different community proof points) - Working-class variant (higher cost sensitivity, employer plan navigation more complex)

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

Treat as v0.1 — refresh by month 3.