SÖRCE Health

SÖRCE Playbook — 60 Day Sprint

Day 21 of 60 · Apr 21 – Jun 19. Rep-sold: the consult is the conversion event.

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YTD Pace

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MTD Pace

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North Star · Consults Completed (last 7 days)

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Leading Metric · Bundles Sold (last 7 days)

✓ Monday 5/11 · OptiMantra → Zoho pipeline shipped to sandbox

Big day. All four OptiMantra webhook receivers built, deployed, and tested end-to-end against Zoho sandbox. Pattern proven; 5 bugs caught + fixed during dev. The bridge between OptiMantra (clinical truth) and Zoho (operational state) is now ours, not Aaron's Zapier.

✓ Done

— 34 fields added to Zoho sandbox (22 Contact, 2 Deal, 10 Patient_Visit + new module)
— 4 Netlify Function receivers built: Checkout, Booking, Cancellation, Superbill
— Shared lib (auth, Zoho upsert, inventory detection, refill cadence) at _optimantra/shared.js
— All 4 end-to-end tested with synthetic payloads in sandbox
— Send_Checkout_Email_V2 audit confirmed dormant (0 workflows read it)
— Obsidian wiki symlinked into ~/agents/brain-wiki
— Domain fl.sorcehealth.com locked + setup guide written

⏳ Open (Jesse / Adam)

— Jesse: DNS setup for fl.sorcehealth.com (steps in ~/Sorce-Sync/jesse-todo-fl-domain-setup.md)
— Jesse: add OptiMantra outbound webhooks pointing at our 4 receiver URLs (alongside Aaron's Zapier — won't disrupt)
— Adam: practitioner_id → physician name map (visits default to "Other" until we have this)
— Adam or Jesse: activate Cancellation + Superbill triggers in OptiMantra (currently unused)
— 48h hold: schema + receivers stable in sandbox before any prod promotion

What's now possible: once Jesse adds OptiMantra webhooks pointing at our endpoints, every real clinical event (booking, checkout, cancellation, billing) flows OptiMantra → our Netlify Function → Zoho sandbox automatically. After 5-7 days side-by-side validation with Aaron's Zapier, we promote to prod and retire the Zapier middleware. Mac's Day and Weekly KPI dashboards stop running on sample data and start showing real patient flow.

Day 19 status · 2026-05-09 · gameplan for week ahead

✓ Live

— Blueprint LP at sorceplan.netlify.app/blueprint-v3.html · 24 biomarkers + DEXA on Visit 1
— Stripe Embedded Checkout · welcome-sent guard tag
— GA4 wired (G-LHTWDCEHLE) · purchase event uses Stripe session_id
— 100% satisfaction guarantee on LP
— OCP playbook-v2 · 30-Day Integration Plan
— Pamphlet redesign (subtle pattern, 3-tier spread)
— Mac's Day + KPI Dashboard at sorce-recovery.netlify.app/ops/
— OptiMantra → Zoho webhook spec v1 · Boris-owned

→ This week (5/12 – 5/16)

— Doctor sign-off on LP + ad creative (gates ad launch)
— Jesse self-test purchase + refund
— Refill portal launch Mon 5/12 · Aaron deletes test data
— Box QR redesign + reprint cards (Adam) · sequential 1-2-3 page (Jesse)
— Aaron + Jesse webhook integration sprint · OptiMantra → Zoho · Wed 5/13 docs
— Adam: sample webhook payloads (4 triggers) + service code list
— Aaron: product mockup creative for static ads
— Stripe vs. OptiMantra reconciliation flow (Ariana)

⚠ Open / pending

— META_CAPI_TOKEN (admin transfer)
— Custom domain + DNS for sorceplan
— Super Bills default to Channing (workflow gap — must assign to actual physician)
— Booking webhook fires on appointment-completion (Adam confirm)
— Zoho schema gaps (8 Contact + 6 Deal fields) · sandbox-first add
— Mac/Marisa training on Zoho activity logging
— "Deals as services" architecture decision (Aaron's proposal)
— 4 ad variants (A/B/C/D) build · post doctor sign-off

Aaron handoff timeline: webhooks + logic docs by Wed 5/13, full system operational by 5/22. Aaron now reports to Jesse for marketing approvals, content calendars, day-to-day. Boris/Jesse own Zoho logic in sandbox; Aaron configures OptiMantra webhooks + validates.

Phase 1 — Three Pillars

Acquisition

E-Commerce Deployment and first sale

Retention

KPI Establishment and Cadence Determination

Leaky Bucket

Refill Process and Reactivation

This Week's Plan

May 12 – May 16 · Week 4 of 9 · refreshed 5/9

Acquisition

Doctor sign-off on LP + ad creative — Coe or Cancilla. Gates the ad-launch. Blocks paid-traffic switch-on.	OPEN
Jesse self-test purchase + refund — verifies all 5 systems share Stripe session_id (Stripe → webhook → Zoho contact + welcome email + Meta Purchase + GA purchase).	OPEN
4 ad variants A/B/C/D — Aaron building product-shot creative + video assets from recent clinic footage. Post doctor-signoff.	OPEN
META_CAPI_TOKEN paste — pending admin transfer. Blocks server-side dedup of Meta Purchase events.	OPEN
Custom domain + DNS — sorceplan.netlify.app → real domain. Sequence: pick → Netlify add → CNAME/A → SSL → update Stripe URLs + Pixel verification + GA stream URL.	OPEN

Retention

Refill portal launch Mon 5/12 — Aaron deletes test data; Ariana confirms Rachel review.	WIP
Sequential 1-2-3 page (Jesse) — single QR destination: injection instructions → portal login → reorder/referral. Replaces current box QR confusion (80% of patient questions).	OPEN
Box QR + card reprints (Adam) — "scan here to start" messaging above QR; injection cards add refill portal QR.	OPEN
Stripe ↔ OptiMantra reconciliation (Ariana) — Blueprint shows $0 in OptiMantra → manual journal entries to close.	OPEN
Super Bills assignment fix — defaults to Channing; must assign to actual supervising physician. Makes Rachel's productivity visible.	OPEN

Leaky Bucket

OptiMantra → Zoho webhook sprint (Aaron + Jesse) — complete remaining triggers (Cancellation + Superbill currently UNUSED). Spec at `/ops/webhook-zoho-spec.md`. Wed 5/13 docs deadline.	WIP
Adam: sample webhook payloads — one fired test event from each of 4 triggers. Hard dependency for Phase 2 build.	OPEN
Adam: OptiMantra service code list + booking-completion confirmation — does booking webhook fire on appointment-completion status change? Load-bearing for North Star.	OPEN
Zoho schema gap fixes (Boris, sandbox-first) — 8 net-new Contact fields + 6 Deal fields. Adds via API.	OPEN
Mac/Marisa Zoho training — Mac has access, no training on logging calls/tasks. Greg owns scheduling.	OPEN

What's Being Blocked

current blockers · refreshed 5/9

Blocker	Impact	Owner	Status
Doctor sign-off on LP + ad creative	Gate before paid-traffic switch-on. LP shipped 5/7, GA4 + Meta Pixel + Stripe + welcome email all firing — but ads can't go live without physician signoff per compliance framework.	Coe / Cancilla	OPEN
Adam: sample OptiMantra webhook payloads	Phase 2 webhook build (Cancellation + Superbill receivers) blocked until we have one fired test payload from each trigger. Without payloads we're coding against assumed schema → rework.	Adam	OPEN
Booking webhook on appointment-completion	North Star (consults/wk) is counted from appointments-completed, NOT Super Bills (Blueprint shows $0 in OptiMantra → no Superbill). Needs OptiMantra config: webhook fires on creation + status change to Completed, not creation only.	Adam	OPEN
META_CAPI_TOKEN paste	Meta Purchase events fire client-side from Pixel but can't dedup with server-side CAPI until token is in. Underreports CAPI signal during early ad spend.	Aaron → Jesse (admin transfer)	OPEN
Super Bills default-to-Channing workflow	OptiMantra defaults supervisor field to Coe even when Cancilla or Rachel did the visit. Makes Rachel's productivity invisible. Adam reconfigures.	Adam	WIP
Mac/Marisa Zoho training	Mac has Zoho access (Head of Concierge), no clear training on logging calls/tasks. Mac's Day dashboard depends on activity rows existing in Zoho.	Greg · Jesse	WIP
Custom domain + DNS	sorceplan.netlify.app → real domain (sorcehealth.com or subdomain). Aaron handoff for registrar access. Stripe URLs + Pixel verification + GA stream URL all need updating after.	Jesse · Aaron handoff	WIP
"Deals as services" architecture decision	Aaron's proposal — map each OptiMantra service (DEXA, EBO2, peptide bundles) as Zoho Deal type. Pending his recommendation. Affects Stripe webhook contract.	Aaron · Boris	OPEN

✓ Resolved since last refresh (4/22): KPI dashboard funnel visibility (shipped at sorce-recovery.netlify.app/ops/) · OptiMantra integration architecture (Stripe → success → orientation call live since 5/7) · Pellet cadence (women 3-4mo, men 5-6mo) · OptiMantra full data delivery (1,255 appts, 442 patients) · Aaron handoff posture (collaborative, not hostile) · North Star target (65/wk @ 80% util) · Refill cadence (25-day peptide trigger) · Mac role (Head of Concierge call-closer).

Brief 01 / 03 · Acquisition · Unisex flagship

Blueprint Bundle

DEXA + 24 biomarkers + 45-min MD consult. SHIPPED 2026-05-07. The diagnostic-led front door for the 40s-65 audience — both the optimizer-curious cold (proactive) and the pain-driven cold (reactive). Two ad-creative tracks, one LP, one product.

$399

Base Price (45-min consult included)

+$99

VO2 Order Bump (target AOV $479-498)

+$850

Galleri Order Bump (same lab draw)

01 · Campaign Identity

Front-door diagnostic — unisex flagship

Offer	Blueprint Bundle — DEXA + 24 biomarkers + 45-min Dr. Coe / Cancilla consult. Visit 1: lab draw + DEXA (~30 min). Visit 2: 45-min consult, 7–10 days later.
Price	$399 base. Two order bumps at checkout: VO2 Max +$99 · Galleri cancer screening +$850 (practice partner pricing — added to your same lab draw, no separate appointment). Order-bump-only checkout AOV ceiling: $1,348. 100% satisfaction guarantee or full refund. Post-purchase upsell: Foundation Bundle ($1,500) for deeper diagnostics if Coe recommends.
LP	LIVE at `sorceplan.netlify.app/blueprint-v3.html` (custom HTML — Framer abandoned)
Checkout / Booking flow	SHIPPED 2026-05-07. Stripe Embedded Checkout (modal, Mindvalley-style left rail) → `/api/stripe-webhook` → Zoho Contacts upsert + welcome-sent tag → success page → Zoho-sent welcome email → patient books OptiMantra orientation call.
Instrumentation	Meta Pixel client + Conversions API server (CAPI token pending admin transfer) · GA4 G-LHTWDCEHLE wired (page_view + begin_checkout + purchase) · transaction_id = Stripe session_id (one primary key across GA + Meta + Zoho)
Campaign Window	LP shipped May 7 — 7 days ahead of May 14 gate. Ad-launch gated on doctor sign-off (this week).
Brief Owner	Boris (LP, Stripe Embedded Checkout, webhook → Zoho, GA4, ad ops). Aaron transitioning out — design polish only; reports to Jesse for marketing approvals.
Approved By	Jesse · Dr. Coe / Dr. Cancilla (compliance — either signs off; LP + ad creative awaiting)

02 · Objective

Acquire patients into Dr. Coe's care

Primary goal: Cold-traffic acquisition. Establish a doctor-patient relationship at low friction. Real LTV materializes downstream — Foundation Bundle upgrade, Longevity Path membership, Coe-led protocols.

Funnel Role

Top of funnel. The brand's front door. Lowest-friction commitment for cold traffic.

Channel

Meta paid (Reels + Feed). Geo: FTL primary, expand post-data. YouTube Huberman pre-roll test.

Audience

Low 40s–65, $150K+ HHI. Apple Watch (~50%) or Whoop (10–15%). Educated by Huberman/Attia/IG Reels. Spends $600–$2,000/month on supplements; goes after one-off treatments based on marketing claims that call out symptoms. Aware of peptides but not yet taking them. Tracks numbers with wearables but isn't sure how to change them.

Day-14 Posture

Measure CPC, cost per LP action, cost per consult held, true CAC. Set targets from data, not pre-declared.

03 · Target Audience

The longevity first-timer

Primary avatar: low 40s–65, performance-minded. Spends $600–$2,000/month on supplements and goes after one-off treatments based on marketing claims that call out symptoms and problems. Knows what peptides are — aware of them, but not yet taking them. Starting to track numbers with wearables (Apple Watch ~50%, Whoop only 10–15%) but isn't sure how to change those numbers or what they really mean. Educates themselves through IG, YouTube, and podcasts on the topics they're familiar with — HRV, sleep, recovery. Most do NOT know what DEXA or VO2 Max are. Has the supplement shelf and the IG-reels vocabulary, but no plan, no baseline, no protocol. Annual physical didn't tell them anything they want to know — their PCP said "you're in range" while their body feels off and different.

The audience's interior monologue: "Body is not running the same. Engine not running to performance." The fear: "Can't feel like I used to anymore — and it's getting worse." The frustration: "Doctor said I'm normal — but everything is in range, not optimal."

Where They Are Now

Educated by content — IG Reels, podcasts, biohacker influencers. Has the vocabulary. Whoop strap, supplement shelf, zero protocol. Hasn't pulled the trigger on real diagnostics because it felt too national-DTC, too premium, or they didn't trust dashboard-first companies to have a real doctor at the end.

What They Actually Need

A physician who reads their data with them — not another supplement pitch, not another dashboard. The first real medical guidance after years of guessing. The thing that "moves the needle" (verbatim r/Biohackers / r/Longevity language). Specificity, not aspiration.

Validation status: ✅ Validated against first-timer register: dominant avatar has the wearable + supplement shelf + content-fed vocabulary but zero physician guidance — they fall for marketing claims to treat symptoms because no one is telling them what's actually going on. [Hypothesis flag] Small 1B — Burned-out biohacker sub-segment ($300-1500/mo on supplements, audit-seeker) may convert at $299-399 with audit framing. Internal validation pending: OptiMantra retrospective should reveal the 1A first-timer / 1B audit-shopper split if it exists in actual SÖRCE patient base.

Core Objections

Objection 1

"Spend and get the same result — still 'in range.'"

They've been pitched too many times. Fallen for supplements that work for a few days.

Objection 2

"$399 is more than I planned to spend on a 'check-in.'"

Counter: this isn't a check-in. It's a DEXA + 24 biomarkers + 45-min physician walkthrough — the deeper read your annual physical doesn't run. 100% satisfaction guarantee or full refund at the clinic. HSA/FSA eligible.

Objection 3

"Will I actually talk to a doctor?"

Telehealth chatbot fatigue. Trust drops if the consult feels automated.

"I've been guessing for years. I want a doctor to tell me what's actually going on."

04 · The Principle

Trust through diagnostic credibility, not lifestyle imagery

The Principle

Stop scroll with a number, not a feeling. This audience has been marketed at for years — they have the supplement shelf to prove it. SÖRCE wins by being the first time they hear a physician (not an influencer) read their data. Lead with diagnostic specificity ("DEXA + 24 biomarkers + a physician who reads them with you") and one-time entry pricing at $399.

Underneath the diagnostic story is the deeper one: What's it worth to finally have someone sit down, explain what's actually going on, and give you a plan to feel alive again? That's the value the price is anchored against — not "another lab test," but "the answer."

Strategic job: trust-build via diagnostic credibility. Creative territory: clinical confidence, quiet authority, data-as-art, Coe or Cancilla in frame, in the clinic, calm.

05 · Emotional Driver

Relief, then quiet pride

Primary feeling: Relief — "Finally, a plan I can defend." Secondary: Quiet pride — "I'm not waiting for a problem; I'm getting ahead of it."

Sequencing: Curiosity → Credibility → Clarity → Action. Never lead with fear ("you might have cancer") or hype ("unlock your potential"). Lead with the clinical truth: your annual physical isn't even testing for the markers that make the difference in how you look and feel.

06 · Top Performers Reference

What's working in the cohort

Function Health

"$1/day" framing

Anchor on price-as-accessibility. Member case studies + comparison-vs-standard-checkup table. Webflow LP execution.

Superpower

"100+ biomarkers" specificity

Anchor on count + categorization. Stanford / Harvard / Oxford / UCLA institutional badges.

Peak Health

Clinical layout reference

Clean clinical layout — visual reference for SÖRCE LP design language.

07 · Brand Guardrails

What's in, what's out

In Bounds

Confident, clear, adult, clinical-adjacent. Predictive-medicine tone.
Coe by name when on camera. Founder-led credibility.
Specificity: name biomarkers, name protocols where compliance allows.
HSA / FSA-eligible badge.
SÖRCE stylization with umlaut.

Out of Bounds

Hype-event-energy: "unleash," "breakthrough," "transform."
Wellness-bro / biohacker-Instagram: "stack of the week," "hack your biology."
Anti-aging spa: "turn back the clock," "reverse aging."
Hype copywriter: exclamation points, all-caps, "URGENT" / "LAST CHANCE."
Outcome promises without clinical anchor.

09 · Visual Direction

Clinical confidence, neutral palette, Coe in frame

Hero

Coe in clinic, neutral palette, eye-contact-with-camera. Clinical setting visible (DEXA scanner OR biomarker tube), not wellness-spa background.

Type System

Clean serif headline + sans-serif body (Inter). No script fonts, no emoji.

Color

SÖRCE dark teal + warm gold accents. White space. No gradient backgrounds.

Motion

Subtle. Headline reveal + a single biomarker / DEXA visual reveal. No flashy transitions.

10 · Copy Direction

Headlines to test

"Your bloodwork is 'normal.' You still don't feel right."

Variant A · Patient-voice lead (top pick). Live as Hero 5a in wireframe. Patient frustration + Coe resolution = textbook DR one-two punch. Cold-traffic primary.

"Blood tests say 'in range.' Your body says otherwise."

Variant B · Clean contrast. Premium two-beat. Best for static ads.

"If your labs are 'normal,' why don't you feel normal?"

Variant C · Question hook. Forces prospect to close the loop. Best for video opener / 3-sec ad hook.

"'Everything is in range.' (You're still not okay.)"

Variant D · Quote-as-headline. Editorial energy.

"Your labs say in range. Your sleep, your weight, your energy say otherwise."

Variant E · Symptom-specific 3-beat. Names the actual symptoms. Best for ad creative + email.

"We're not looking for Normal. We want Optimal."

Doctor-attributable resolution frame. Doctor-attributable resolution frame. Use as subhead under any A-E variant, OR as standalone headline for retargeting.

"In range is not Optimal. Optimal is when you actually feel it."

Optimal vs. Normal frame. Long-form variant. Best for ad copy + retargeting where there's room to set up the contrast. Shorter version above for hero.

"Your engine isn't running to performance. The Blueprint tells you why."

Engine metaphor. Resonates with the 40s-65 audience (per Coe's read). Engine metaphor implies tunability, not condemnation. Strong ad-creative voiceover candidate.

"Find. Fix. Optimize. (In that order.)"

Find / Fix / Optimize sequence. Counters DTC peptide marketing (which leads with the popular item). Strong "How It Works" eyebrow / section header candidate. Note: peptides are NOT step one per Coe.

"Meet the physician who reads your results with you."

Founder-led. Anchors the "real doctor, not a dashboard" promise.

"Your annual physical is missing 90% of what matters. We're the 90%."

Gap-led. Names the failure of the standard system.

"Function: $499/year, no doctor. SÖRCE: $399 once, with the doctor."

Reframed after Blueprint repriced to $399. Sharper than the prior "$166 cheaper" framing — names Function's recurring vs. SÖRCE's one-time AND the doctor gap. Direct positioning vs the dominant DTC competitor.

"Stop optimizing in the dark. Get the panel + the protocol."

for the 1B "burned-out biohacker" sub-avatar already $300-1500/mo on supplements without integration.

"DEXA, 24 biomarkers, and a 45-minute conversation with the doctor. $399."

Specificity-led. Optimizer audience converts on what's in the bundle.

"Longevity isn't a dream. It's a data point."

Canonical SÖRCE voice. Distillation of the predictive-medicine tone.

"The test you wish you'd done five years ago."

TRT regret framing repeats verbatim across r/TRT: "wish I'd started sooner / wish I'd tested sooner." Highest-confidence Blueprint hook for the first-timer who's been guessing.

"Stop guessing. Start testing."

direct hit on the supplement-shelf + IG-reels-protocol pattern. First-timer audience verbalizes the guess-fatigue.

CTA (canonical, all LPs + ads): "Book My Blueprint — $399" — never "Get Started" / "Learn More" / "Schedule a Consultation."

Order bump copy (Stripe checkout)

Structure: desire/problem stat first line → solution second line. Patient-first language. Audience says "I want to feel amazing" — we call that optimal. We name what they want before pitching.

☑ Add Galleri cancer screening — +$850

71% of cancer deaths come from cancers without a standard screening test. Galleri checks for signal from 50+ cancer types — including pancreatic, ovarian, and esophageal — through one blood draw, added to your same SÖRCE lab visit. No separate appointment, no extra needle.

Galleri is a multi-cancer early detection screening test. Signal requires confirmatory diagnostic workup. Does not replace standard screenings (colonoscopy, mammogram, etc.).

Stat from American Cancer Society 2024 (in Galleri's own marketing). Problem-led: names the gap most patients don't realize exists.

☑ Add VO2 Max test — +$99

Going from below-average VO2 Max to above-average cuts your all-cause mortality risk by ~50%. It's the strongest single predictor of how long you'll live that we can measure clinically. Lab-tested in 12 minutes — during your same in-clinic visit.

Mandsager et al., JAMA Network Open, 2018.

Stat-led desire (live longer) → solution (test it, in the same visit). Cited peer-reviewed source.

11 · Success Metrics

How we know it's working

Primary KPI

Cost per paying patient

True CAC reconciled at OptiMantra patient-ID level (whichever path creates the record — self-book redirect or manual transfer). Target set from Day 14 data, not pre-declared.

AOV Frame

$399 base · $479 target AOV

Repositioned from $199 strategic loss-leader to $399 brand-positioned single tier. Cost-recovery at $399 (delivery cost ~$362–387 with 45-min consult opportunity). VO2 order bump (+$99) targets ~30% attach for $479 blended AOV. Galleri order bump (+$850) lifts checkout AOV ceiling to $1,348. Post-purchase Foundation Bundle ($1,500) upsell adds upside on top. Multi-tier price test deferred until $399 has clean baseline (50+ sales). $249/$299 fork explicitly killed.

Secondary KPIs: CPC (creative quality signal), cost per LP action, cost per consult held (Stripe paid → orientation call booked → show rate × Mac/Coe close rate). Mac = Head of Concierge, joins virtual consults at the end to collect card.

Brief 02 / 03 · Acquisition · Blueprint for Women

Blueprint for Women

Coe's 23 years of OBGYN expertise + the diagnostic stack their PCP doesn't run. The Blueprint backend, with female-specific markers featured more prominently (estradiol, progesterone, free T for women, full thyroid antibodies) and an OBGYN-led consult. The defensible moat against Function/Superpower's male-default.

$399

Base Price (45-min consult included)

+$99 / +$850

VO2 + Galleri Order Bumps

23 yrs

Coe OBGYN

01 · Campaign Identity

OBGYN-led entry for perimenopausal pros

Offer	Comprehensive female biomarker panel + 45-min Dr. Coe consult (OBGYN-led)
Price	$399 base · matches Blueprint floor (one-time, no subscription)
LP	Pending — flagship Blueprint shipped 5/7; women's variant queued behind doctor sign-off + Blueprint baseline data
Campaign Window	Sprint 1 launch · Apr 28 – May 14 first sale
Brief Owner	Boris
Approved By	Jesse · Dr. Coe (OBGYN authority)

02 · Objective

Acquire perimenopausal + menopausal women dismissed by primary care

Primary goal: Convert peri/menopausal women whose hormone-driven complaints are dismissed by PCP and standard OBGYN. Coe's 23-year OBGYN background is unduplicatable by Function/Superpower (telehealth-male-dominant) — this is SÖRCE's defensible moat.

Funnel Role

Highest-intent female cold-traffic offer. The OBGYN-credibility front door.

Channel

Meta paid (female 38–58, hormone/menopause/HRT keywords). Pinterest deferred — not in scope right now.

Pricing

$399 base, locked. Same anchor as Blueprint — protects the brand floor across both LPs.

Compliance

Coe HRT/bioidentical sign-off on every ad copy variant. Female-specific marker accuracy reviewed pre-launch.

03 · Target Audience

The perimenopausal professional — dismissed, then self-educated

Primary avatar: 38-60 (broader than original 42-58 draft — early-perimenopause 38-yr-olds and late-menopause 60-yr-olds both active). Perimenopausal through late-menopausal, 12-24+ months of accumulating symptoms — sleep, weight, brain fog, libido, mood, joint pain. Has been to her PCP and OBGYN. Was told "this is normal aging." Doesn't fully accept it — has an idea something else is going on, and is actively looking for more. Following Mary Claire Haver, Heather Hirsch, and r/Menopause; piecing the picture together herself.

Validation status: ✅ Validated — Reddit (r/Menopause 300K+ members; canonical phrases captured), competitor reviews (Midi/Alloy/Evernow/Winona gaps documented), search trends (rich symptom-language pool). Trusted authorities are Mary Claire Haver, Heather Hirsch — NOT Attia/Huberman (those are for the male/optimizer audience). Geographic targeting: search data shows demand surfaces in Boca Raton, Aventura, West Palm Beach in addition to FTL — geo expansion flagged for testing. Internal validation pending: OptiMantra + Marisa + Coe.

Where They Are Now

Symptom-stacked. Has tried supplements, has tried bioidentical from a wellness clinic, may or may not have started on HRT through a non-specialist. Reads Mary Claire Haver and Heather Hirsch. Self-educated, often more informed than her OBGYN. Tired of being dismissed. Tired of generic protocols. Has typically been told by a previous DTC provider (Midi / Alloy / Evernow) "we'll only treat your top 2 symptoms" — and walked away.

What They Actually Need

An OBGYN with deep hormone expertise + the full diagnostic stack including testosterone for women (which Alloy doesn't do) + actual lab work (which Midi doesn't do). The integrator who treats hormones as a system, not a symptom-list-of-2.

Core Objections

Objection 1

"My OBGYN already does this."

Differentiate: Coe spent 23 years specifically on women's hormones; standard OBGYN visit is 7 minutes; standard OBGYN won't run free testosterone or full thyroid antibodies.

Objection 2

"Midi / Alloy already serves this."

Differentiate by name: "Midi caps at your top 2 symptoms. Alloy doesn't do testosterone for women. We don't do either."

Objection 3

"$399 + ongoing HRT is a lot."

Anchor on outcome: "the year of feeling like yourself again" vs. another year of symptom-stacking. The Blueprint is one-time entry — what comes after is what makes the year different.

"My OBGYN said this is normal aging. It's NOT normal." — r/Menopause, recurring phrasing

"Mary Claire Haver said to ask for a full hormone panel including testosterone. My doctor refused." — r/Menopause, common arc

"I didn't realize there was a solution to my natural biological state. Aging doesn't mean I have to suffer."

04 · The Principle

Specialist authority over generic longevity

The Principle

The peri/menopausal audience converts on specialist authority + diagnostic specificity. Generic "longevity for women" copy fails; "OBGYN with 23 years specifically diagnosing this" wins. Coe's specialty is the unduplicatable moat.

Strategic job: establish Coe as the OBGYN-specialist authority — the only physician in the SÖRCE marketplace who treated 23 years of women specifically. Creative territory: specialist-led, calm, anti-suffering. Anti-spa palette and anti-pampering tone.

05 · Emotional Driver

Validation, then redirected anger

Primary feeling: Validation — "Finally a physician who specializes in this." Secondary: Anger at the year-of-being-dismissed, redirected to action.

Critical voice rule: NEVER use spa-feminine-marketing tropes ("you deserve to feel good," "embrace your feminine power"). The audience finds those condescending. Adult buyer language, not pampering.

06 · Top Performers Reference

Competitor positioning — name the gap, fill the gap

Midi Health gap

"Cap at top 2 symptoms"

Midi treats only the 2 most-acute symptoms; the other 4 stay unaddressed. SÖRCE's attack line: "We don't cap your symptoms at the top two."

Alloy gap

"No testosterone for women"

Alloy explicitly doesn't do testosterone for women — patients leave for that reason. Coe does it. SÖRCE's wedge.

Mary Claire Haver model

The audience's actual authority

Haver's "The New Menopause" is the canonical book in this audience. Headline tone-match: editorial, specific, anti-spa. NOT Attia/Huberman — those are male-coded for this avatar.

07 · Brand Guardrails

What's in, what's out (female-specific)

In Bounds

Coe by name + "23 years OBGYN" credential anchor.
Specific female markers (DHEA-S, free progesterone, free testosterone, thyroid antibodies).
Editorial tone — calm, adult, anti-suffering.
Validation-first opener.

Out of Bounds

Spa-feminine palette: rose-gold, soft-focus, white-flower aesthetic.
Spa copy register: "you deserve to feel good," "embrace your feminine power."
"Empower" / "self-care" framing.
Generic stock-photo "happy woman in nature."

09 · Visual Direction

Editorial, specialist-led, anti-spa

Hero

Coe in clinical setting, looking through a chart, in conversation with a patient. NOT a "happy woman in nature."

Symbology

Hormone panel chart (DHEA, estradiol, progesterone, testosterone, free T, SHBG, thyroid). Visible scale of "out of range" markers.

Tone

Editorial, not aspirational. Reads like a New Yorker health feature, not a spa ad.

Anti-pattern

NO rose-gold, NO soft-focus, NO white-flowers. Same palette as Blueprint + Biomarker.

10 · Copy Direction

Headlines to test

Brief frame: Optimal-not-Normal lands hardest here. The peri/menopausal avatar's universal complaint ("they said it was normal aging") is the same frame in audience voice. Variants A-E run in feminine register. NO engine metaphor for this brief (gendered car connotation per brand rule). Find/Fix/Optimize sequence applies — women don't just need peptides, and that isn't the quick-fix answer. We find, fix, then optimize. The fix does 90% of the work — and it isn't peptides first.

"Your bloodwork is 'normal.' You still don't feel like yourself."

Variant A · Patient-voice (feminine register). "Feel like yourself" is the Mary Claire Haver / r/Menopause universal phrase. Top pick for cold female traffic.

"Your hormones are 'in range.' Your sleep, mood, and energy say otherwise."

Variant B · Symptom-specific 3-beat. Names the perimenopause symptom triad. Best for ad creative + email.

"If your OBGYN says 'normal,' why don't you feel normal?"

Variant C · Question hook (specialist-targeted). Names the OBGYN dismissal experience specifically. Strong DR pattern.

"'Everything is in range.' (You know it's not.)"

Variant D · Quote-as-headline. Pairs with the validation the avatar needs — her body knows.

"Bloodwork came back fine. You're still here."

Variant E · Patient resignation. Pairs with body line "and that's why we exist." Resonates with the 38-60 woman told "you're fine" for years.

"We're not looking for Normal. We want Optimal."

Doctor-attributable resolution frame. Use as paired subhead under any A-E variant. Lands hardest in the female audience (specialist-credibility lane).

"We don't cap your symptoms at the top two."

Direct attack on Midi's documented gap. Most actionable headline in the set.

"Your OBGYN spent 7 minutes on your hormones. Dr. Coe spent 23 years."

Specialist authority + the gap in standard care. Strongest headline in the original set.

"The OBGYN who reads your full panel — including testosterone."

Validated. Names the testosterone-for-women gap that Alloy explicitly doesn't fill.

"They said it was normal aging. The bloodwork said otherwise."

Validation-first. Names the dismissal experience.

"Aging doesn't mean you have to suffer."

Canonical SÖRCE voice for the female lane.

"You're not crazy. You're perimenopausal. Get the labs to prove it."

Echoes Haver's audience-validated phrasing. Anti-gaslighting framing.

"I just want to feel like myself again."

verbatim across r/Menopause, r/Perimenopause, r/TRT. The universal success-state phrase. Hero-line candidate; identity-frame, not symptom-frame.

"Sweet provider. Prescription mill at best."

verbatim r/Menopause review of Midi from a satisfied customer. Even praise comes with the asterisk that it's transactional. Direct attack on the Midi structural model, in the audience's own words.

CTA (canonical): "Book My Blueprint — Women's · $399"

11 · Success Metrics

How we know it's working

Primary KPI

Cost per paying patient + Path upgrade rate

Hypothesis: female cohort upgrades to Longevity Path at higher rate (HRT is monthly recurring revenue, more sticky than male protocols).

Pricing Anchor

$399 base — locked

Same anchor as Blueprint. Protects floor across both LPs. Order bumps (VO2 +$99, Galleri +$850) drive AOV; price-tier tests deferred until $399 has clean baseline.

Brief 03 / 03 · Acquisition · VO2 Bundle (includes Blueprint)

VO2 Bundle

VO2 Max + Blueprint (DEXA + 24 biomarkers + 45-min MD consult). Premium tier for the performance audience. The full diagnostic stack Coe says delivers "best results" — DEXA + Blood + VO2 + Consult — packaged as one SKU. Ad already produced. Athletic ad surface ("Lab-tested, not Garmin-estimated") drives a different LP than Blueprint flagship.

$499

Bundle Price (Blueprint + VO2)

+$850

Galleri Order Bump

Longevity Prognosticator (VO2 Max)

01 · Campaign Identity

VO2 Max + DEXA entry test

Offer	Blueprint backend + VO2 Max test + 45-min MD consult to interpret
Price	$499 base · Blueprint backend included; +$850 Galleri OB available at checkout
LP	Pending — VO2 Bundle SKU live in Stripe, dedicated LP queued behind Blueprint baseline + ad performance data
Campaign Window	Sprint 1–2 · ad already produced (Apr 23)
Source ad	~/Sorce-Sync/Ads-Sörce-April/Get Started - VO2 Max AD.mp4 (37s)
Brief Owner	Boris

02 · Objective

Top-of-funnel education that anchors the SÖRCE brand

Primary goal: Education-led acquisition. VO2 Max is one of the most-searched longevity topics (Huberman, Attia, Stanford). Lower-friction entry than Blueprint — performance-led, not pain-led, not generic-baseline-led. The ad already exists; protect it.

Funnel Role

Cold-traffic top-of-funnel. Pulls a different segment than Blueprint (athletic, performance-curious).

Channel

Meta paid (already running). Test YouTube pre-roll on Huberman / Attia content.

Audience

30-50, athletic identity (runner, lifter, triathlete, peloton, CrossFit). Listens to Huberman + Attia.

Compliance

Process-not-outcome framing: "we measure, we coach, we re-measure." No promise of specific VO2 Max increase.

03 · Target Audience

The performance optimizer

Primary avatar: 40-55, performance-minded with a longevity lens. Plateau-stuck or post-injury comeback. Reads/listens to Attia (especially) + Huberman. Has a Garmin or Apple Watch giving them VO2 estimates they don't fully trust. Wants clinical-grade testing + an actionable plan.

Where They Are Now

Already optimizing exercise + nutrition. Wants the metric. Lifetime/Equinox have unreliable consumer-grade VO2 equipment; clinic-grade is the credibility bar.

What They Actually Need

The VO2 Max number + the protocol to move it. SÖRCE's upgrade path: VO2 Max → Coe consult → Longevity Path. Performance audience has highest LTV.

"Are my numbers accurate? I need to see my true baseline."

04 · The Principle

Teach them, don't pitch them

The Principle

Education-led trust build. The performance audience converts on credibility, not promotion. Teach them, don't pitch them. The existing ad already does this — it teaches what VO2 Max is, why it matters, what every step of improvement does ("extra years on your life"). Protect the ad; build the LP and creative continuum to reinforce that pedagogical authority.

Strategic job: establish SÖRCE as the clinic that takes VO2 Max seriously and has the equipment to measure it properly. Creative territory: pedagogical, founder-led, lab-clinical-aesthetic.

05 · Emotional Driver

Curiosity, then quiet pride

Primary: Curiosity → Authority → Action. Secondary: Quiet pride — "I'm doing the work, this is the next level."

The ad nails the tone: "every step that we're able to increase your VO2 Max, we're able to put extra years onto your life." Don't deviate from that register.

06 · Top Performers Reference

Defend the existing ad as the ceiling

Existing SÖRCE ad

"Get Started — VO2 Max" 37s

The current top performer. Treat as the ceiling to defend, not the floor to beat. Pedagogical, founder-led, lab-clinical.

Attia Drive podcast

VO2 Max long-form authority

Reference for the tone of pedagogical specificity. SÖRCE creative should feel like a Drive episode in 30 seconds.

Lifeforce VO2 lane

Cardio-prognostic positioning

Direct competitor framing — Lifeforce uses VO2 as part of their entry diagnostic. SÖRCE differentiates on local in-clinic + pricing.

07 · Brand Guardrails

What's in, what's out

In Bounds

Pedagogical specificity — VO2 numbers, age comparisons, lifespan correlation.
Process-not-outcome: "we measure, coach, re-measure."
Coe pull-quotes from the existing ad ("every step adds years").
Performance audience tone — adult, lifter/runner-aware.

Out of Bounds

Specific outcome promises ("we'll get you to 60 ml/kg/min").
Watch-vs-clinic framing that's dismissive ("your Apple Watch is wrong").
"Hack your fitness" / "biohack your aerobic capacity" — wrong register.
Generic athletic-stock-photo hero (gym shot, gritty triathlete cliché).

09 · Visual Direction

Lab-clinical-pedagogical, reuse existing footage

Hero

VO2 Max test in progress (mask, treadmill, monitoring). Reuse the existing ad footage.

Symbology

The number itself — large, displayed clinically. Comparison band: "average for 40 = 35-40 ml/kg/min. Athletes = 50-60. Elite = 70+."

Tone

Lab-clinical-pedagogical. Same visual register as the Coe consult, with testing equipment in frame.

Motion

Slow reveal of the VO2 number. Coe voiceover. Comparison-bar reveal. No fast cuts.

10 · Copy Direction

Headlines to test

Brief frame: Engine metaphor lands hardest here — VO2 Max is the literal cardiovascular engine. Find/Fix/Optimize maps to Test → Train → Optimize. Optimal/Normal applies for fitness markers (ferritin, hemoglobin) where "in range for sedentary" ≠ "optimal for athlete." Variants A-E run in athletic register.

"Your engine isn't running to performance. We'll tell you why."

Engine metaphor (primary for this brief). For the 40-55 BQ-chasing athlete, "engine" is literal — cardiovascular engine, mitochondrial engine. Top pick for VO2.

"Test the engine. Train the engine. Then optimize."

Find/Fix/Optimize sequence in athletic register. Counters the supplement-first / peptide-first DTC pattern. Pedagogical, on-brand for the Attia listener.

"Your bloodwork is 'normal.' Your splits aren't."

Variant A (athletic register). Patient-voice frustration translated to runner-talk. "Normal labs / abnormal performance" is the universal complaint of plateau-stuck distance runners.

"Your ferritin is 'in range.' For a sedentary adult."

Variant B (fitness-specific). Names the actual reference-range trap for endurance athletes. Ferritin "normal" (15-200) is suboptimal (<50) for athletes. High-credibility specificity.

"If your labs are 'normal,' why are you bonking at mile 16?"

Variant C (question hook, athletic). Specific-symptom hook for distance runners. Strong DR pattern.

"Find. Fix. Optimize. (In that order.)"

Find / Fix / Optimize sequence. Counters DTC peptide marketing for the optimizer-curious athlete. Strong "How It Works" eyebrow / section header.

"Your VO2 Max is the #1 predictor of longevity. Most adults have never measured it."

Pedagogical-led. Establishes the gap before pitching.

"Every step we improve your VO2 Max adds years to your life."

Anchor — direct from the existing ad. Don't change the line that's working.

"The clinical VO2 test, not the watch estimate. $499 — includes DEXA + 24 biomarkers + MD consult."

Specificity-led. Clinic-grade vs. consumer-grade differentiation.

"Lab-tested. Not Garmin-estimated."

r/AdvancedRunning + r/Triathlon distrust their watch estimates and remember their lab-tested numbers for years. Tightest version of the credibility wedge.

"The number from 5 years ago that you still remember."

VO2 lab numbers stick in runner memory ("I was told my zone 2 was 160-170 bpm" five years ago). Testimonial-structure headline; positions the test as prestige + sticky.

CTA (canonical): "Book My VO2 Bundle — $499"

11 · Success Metrics

How we know it's working

Primary KPI

Cost per paying patient + Path upgrade rate

Hypothesis: performance audience has highest LTV — they will absolutely buy ongoing optimization once they have the number.

Pricing Anchor

$499 base — locked

Includes Blueprint backend + VO2 Max + 45-min MD consult. Galleri OB at +$850 drives AOV ceiling to $1,349.

Phase 2

Longevity Path · Coming Soon

Path is post-consult retention — pitched at the consult, not on cold traffic. Brief draft preserved below for internal reference; not part of Sprint 1 launch scope.

Brief 04 · PHASE 2 / Post-consult only · Ongoing clinical-relationship membership · DRAFT — HIDDEN VIEW

Longevity Path

Path is post-consult / EHR-gated retention. Pitched at the consult, reinforced via post-consult email + Marisa nurture + retargeting. Path = the OPTIMIZE stage in Find/Fix/Optimize, after the patient has Found (diagnostic) and Fixed (initial protocol). Hormones, peptides, diet, exercise — optimized as a system, not as point solutions. The LTV vehicle that pays back acquisition.

TBD/mo

Subscription Price

90 days

Re-test Cadence

30–50%

Hypothesized Consult-to-Path Rate

01 · Campaign Identity

Post-consult clinical-relationship offer

Offer	Ongoing clinical optimization program — hormones, peptides, nutrition, exercise, with Dr. Coe as primary physician
Price	TBD/month [CONFIRM structure: monthly? annual? tiered?]
LP	Phase 2 — gated post-consult, no cold LP. Recovery Pack channel-partner offer (sorce-recovery.netlify.app/playbook-v2/) shipped 5/8 covers the B2B retention layer.
Source ad	~/Sorce-Sync/Ads-Sörce-April/Longevity Path AD.mp4 (23s, doctor testimonial)
Brief Owner	Boris
Approved By	Jesse · Dr. Coe (clinical scope) · Counsel (compliance)

02 · Objective

Retention monetization — the LTV vehicle

Primary goal: The Longevity Path IS the LTV vehicle for SÖRCE — Blueprint, Biomarker, VO2 Max are acquisition costs that pay back through Path subscription. Layer 2 of the architecture (post-consult, EHR-gated). Activated after Coe establishes the doctor-patient relationship via any of the diagnostic offers.

Funnel Role

Layer 2 retention. Activated after Coe establishes doctor-patient relationship via any diagnostic offer.

Channel

NOT cold-traffic. Pitched at the consult. Reinforced via post-consult email + Marisa nurture + retargeting.

Compliance Architecture

All regulated items (peptides, HRT, compounded) billed and fulfilled inside OptiMantra under Coe's medical license. Never on public site, never on front-end Stripe.

Critical pre-launch

Pricing structure, base-tier vs upgrade inclusions, refund policy, cancellation flow — all locked before LP launch.

03 · Target Audience

The just-consulted patient

Primary avatar (post-consult): Existing SÖRCE patient — has completed a diagnostic + consult with Coe and received a recommended protocol. Path is the "yes, do the protocol" choice vs. "I'll think about it."

Alternate avatar (cold-shopping integrator) — [HYPOTHESIS,]: Already on TRT (from one wellness clinic) + GLP-1 (from another) + peptides (from a third). Frustrated that no single doctor sees the full picture. Worried about interactions (peptides + TRT, GLP-1 + protein intake). Spending $1,000-3,000/mo across providers with zero integration. Shopping for an INTEGRATOR, not a new protocol. Reddit (r/TRT, r/Peptides) confirms this avatar at scale — "I want one doctor who sees everything." Both avatars likely coexist; relative cold-traffic sizing TBD.

Validation status: ⚠️ External-validated for the integrator-shopper avatar (Reddit). Local FTL competitive risk: 4Ever Young burned consumers with surprise billing + aggressive renewal (PissedConsumer 1.9★ — single source, needs cross-validation). Path positioning must lead with explicit, transparent commitment terms: $1,500 entry, 90-day re-test pre-locked, no surprise billing, cancel terms in writing. Internal validation pending: OptiMantra retrospective + Greg confirmation on 4Ever Young threat real-or-not.

Where They Are Now

Just heard Coe explain their results. Has 2-4 flagged biomarkers. Has a recommended protocol on the table. Sticker-shock window is 24-72 hours post-consult.

What They Actually Need

Recurring physician oversight, dosing adjustments, re-testing at 90-day intervals — the things that make the protocol actually work, not just the prescription itself.

"I have people sit on the couch across from me and tell me this is an absolute game changer. I have no idea what you've done for my life. You actually give them their life back."

04 · The Principle

Reframe Path from "another monthly bill" to "the relationship that makes the protocol work"

The Principle

Path is the OPTIMIZE stage in Find / Fix / Optimize. "Peptides are not the first step. First you find, fix, and then optimize at compound." Peptides are not step one. They are the compound phase that follows diagnosis (Blueprint = Find) + intervention (initial protocol = Fix). Path is the place where compounding happens, after the foundation is set. Counter-positioned vs. DTC peptide clinics that lead with the popular item.

Counter-positioning vs. DTC peptide clinics (Henry Meds, Lifeforce, etc.) who lead with the popular item: SÖRCE deliberately does not. Find / Fix come first. Path is the reward for doing the work in order.

The patient is sold at the consult. The Path creative + post-consult email is reinforcement, not first-touch. Doctor-led testimonial language wins; CRO-funnel language fails here. Path is not a subscription pitch — it's the formalization of the doctor-patient relationship Coe just opened.

Strategic job: reframe the ongoing cost as the thing that makes the rest of it work. Creative territory: doctor testimonial, patient outcome stories, calm authority. Anti-pattern: NOT a "join now" countdown.

05 · Emotional Driver

Trust + relief, in that order

Primary: Trust + relief. The patient just heard Coe explain what's wrong; Path is the answer to "what now?"

Sequence: Validation (you're seen) → Plan (here's exactly what we'll do) → Cadence (here's how we know it's working) → Yes.

06 · Top Performers Reference

Doctor-led testimonial patterns

Existing Path ad

"This is an absolute game changer"

Coe testimonial — doctor talking about what patients say. The highest-leverage creative in the SÖRCE library.

Lifeforce membership

Founder + clinical-team retention

Reference for membership-language tone. Editorial, doctor-led, anti-CRO-funnel.

Hers monthly retention

Consultation-to-membership flow

Reference for the consult-to-Path conversion pattern. Same architecture: consult → recommendation → ongoing.

07 · Brand Guardrails

What's in, what's out (CRITICAL for retention layer)

In Bounds

"One physician. One protocol. One relationship." (canonical SÖRCE).
Cadence visualization: 90-day re-test rhythm.
Coe testimonial language — doctor talking about what patients say.
Process specifics: "we adjust dosing on data, every 90 days."

Out of Bounds

Specific peptides / GLP-1 / compounded items in cold creative.
"Subscribe now" / "Join today" / countdown timers.
Price-front-and-center on cold-traffic creative.
"Limited time" / "exclusive" / scarcity framing.

09 · Visual Direction

Editorial, calm, doctor-led — anti-startup-energy

Hero

Coe at desk talking with a patient. Re-use the existing testimonial ad. Add: a clean cadence-calendar visual (Month 1: lab + protocol start; Month 3: re-test; Month 4: protocol adjust).

Tone

Editorial, calm, doctor-led. NOT a startup-launch-energy pitch.

Cadence Visual

90-day rhythm: lab → consult → protocol adjust → repeat. Visualize the process; Path becomes the structure.

Anti-pattern

No price-front-and-center. No "limited time." No countdown timers. No SaaS-startup launch energy.

10 · Copy Direction

Headlines (post-consult email + retargeting only)

Brief frame: Path = OPTIMIZE stage of Find/Fix/Optimize. Headlines focus on compounding optimization, not subscription pitch.

"You found it. You fixed it. Now we optimize."

Find/Fix/Optimize as the Path narrative. Top pick. Frames Path as the third act, not a subscription pitch. Reinforces the work the patient already did.

"Peptides aren't step one. Path is where you compound."

Counter-positioning vs DTC peptide clinics. Strong for the integrator-shopper avatar (cold-shopping for an actual physician, frustrated by fragmented vendor stack).

"Tune the engine. Every 90 days. With your doctor."

Engine metaphor in retention voice. Cars don't get tuned once and forgotten. Engine metaphor lands with the integrator-shopper who already accepts ongoing optimization is needed.

"Find. Fix. Optimize. Path is stage three."

Find/Fix/Optimize as Path's structural frame. Pedagogical, on-brand for the calm-authority retention voice.

"One physician. One protocol. One relationship."

Canonical SÖRCE voice. Distillation of the integrated-vs-point-solution thesis.

"The protocol Coe wrote for you, run with the cadence that makes it work."

Reframes ongoing cost as the activation of the protocol the patient already wants.

"Re-test every 90 days. Adjust on data. That's how this actually works."

Process-led. Names the specificity that distinguishes Path from a generic subscription.

"Adjusted on your data. Not on an algorithm's default."

counter to verbatim Henry Meds Trustpilot complaint: "the only solution offered was to increase the dose instead of addressing that the medication wasn't working." The GLP-1 version of "data without a doctor."

"No surprise charges. No hidden membership. No 'they fell off the earth.'"

preempts the universal DTC complaint pattern (Hims, Lifeforce, Mochi, Henry Meds, 4Ever Young, Restore, Liquivida). 4Ever Young $2,079 surprise lab bill is the local sharpest case. Critical for cold integrator-shopper avatar to overcome trust block.

CTA: "Talk to Dr. Coe about Path." NEVER "Subscribe" or "Join now."

11 · Success Metrics

The LTV vehicle's KPIs

Primary KPI

Consult-to-Path conversion rate

Target set from data after first 30 consults. Hypothesis: 30-50% conversion of those receiving a protocol recommendation.

Retention

90 / 180 / 365-day retention

Re-test compliance is the leading indicator. Path members who hit their 90-day re-test renew at materially higher rates than those who don't.

Phase 0 · Discovery Findings · ARCHIVED 2026-04-22

Ground Truth

Discovery snapshot frozen at 2026-04-22 baseline. Several findings have since shifted — funnel architecture pivoted, scorecard killed, full OptiMantra data delivered. See Overview tab for current state.

⚠ Archive notice — what's superseded

Funnel architecture has shifted since this discovery. Replace these mental models when reading below:

Scorecard: killed (TBD-1, 4/23). $44.83 / scorecard-finish CAC no longer relevant. Blueprint $399 replaces it as cold-traffic entry.
Zoho attribution: "Incomplete" superseded — Stripe → /api/stripe-webhook → Zoho upsert + welcome email + Meta CAPI + GA4 all live since 5/7-5/9. Transaction_id = Stripe session_id one-key dedup.
Retention data: "216 populated rows" superseded — Adam delivered full export 5/5: 1,255 appts + 1,999 charges + $1M revenue + 442 patients (Jan 5–May 5).
Elite concierge owner: Marisa wrote here; current architecture has Mac as Head of Concierge for the cold-funnel buyer; Marisa retains $5K+ existing-base concierge.

GLP-1 is the keystone. Tirzepatide-first cohort = 76.3% repeat, $1,103 in-period LTV. Best product LTV in the portfolio.
Integrated > point solutions is empirically validated. 36.1% of GLP-1 first-purchase patients organically add a non-GLP-1 product in-period. Anchors LP positioning.
Retention story is targeted, not catastrophic. 58% of GLP-1 monthly patients (n=86) ≥60 days past expected refill = real leak, ~$25–50K at risk. Cycled-peptide patients (n=85) 86% within normal 90–120d cycles. Earlier "80%→24% collapse" was cadence-blending artifact.
Real March engine baseline: $2,974 Meta spend, 4,700 website users (+29% MoM). (Scorecard CAC removed — workflow killed 4/23.)
Elite has never come from cold media. 8 active members, 0 cold-media-attributed. Concierge path only.

Cadence-Aware Retention Read

honest numbers · 216 populated rows

Cohort	Finding	Flag
GLP-1 monthly (n=86) Tirz / Reta / Sema	58% are ≥60 days past expected 30-day refill. ~50 patients at $500–1K LTV each = $25–50K at risk. Targetable with a direct reactivation campaign.	REAL LEAK
Cycled peptides (n=85) BPC / TB-500 / CJC	86% within normal 90–120 day cycle. 0% past 120 days. Not a leak. Flagged prematurely by a miscalibrated alert threshold.	RETUNE ALERT
Cohort 30-day repeat decline	Jan 49% → Feb 31% → Mar 20%. Real decline. Not catastrophic. All had full 30-day visibility — apples-to-apples.	MONITOR

Prior "80% → 24% collapse" was a measurement artifact: Feb/Mar cohorts lacked full 90-day visibility at the Apr 10 cutoff, and monthly GLP-1 was averaged with 90–120-day cycled peptides. Once separated and window-truncated, the honest read is "targeted GLP-1 reactivation gap + miscalibrated alert threshold on cycled products" — not a five-alarm collapse.

Baseline — What Discovery Actually Found

Metric	Value	Context
Meta ad spend	~$744/wk · $2,974 March	8× the wiki baseline
Website users	4,700 · +29% MoM	Real engine
All-product repeat / LTV	62% / $2,020	Aggregates hide cohort movement
Tirzepatide-first LTV (in-period)	$1,103 · 76.3% repeat	Keystone cohort
OptiMantra full export (delivered 5/5)	1,255 appts · $1M rev · 442 patients	Supersedes the "216 populated rows" baseline
Zoho attribution architecture	LIVE 5/7	Stripe webhook + Meta CAPI + GA4 (G-LHTWDCEHLE) — one transaction_id across all 3
Elite Members	8 active · 0 cold	Concierge path only

Data sources used in discovery

Needs Attention.xlsx (216 populated rows)
PEPTIDE RETENTION 1.1–4.10
PELLET RETENTION 1.1–4.10
OptiMantra 2026 Appointments + Services Export
SÖRCE Membership Tracking.xlsx
Zoho CRM Automation Blueprint
Patient Tags & Follow Ups
Matte Olive Marketing Reporting
Assessment Results / Score Story export
Exec Financial Screenshots
Channel Partnership PDF · E-Commerce Workflow PPTX
Elite Member Email Intro · Elite Waitlist Drip · Marketing Booklet
Stakeholder voice notes (2026-04-22)

Available to SÖRCE team on request.

Sprint 1 · Outcome-Based · Apr 28 – May 14 first sale

Three Pillars · Top 3 Outcomes Each

Bare-bones outcome map — what success looks like by May 14, not the task list of how to get there. Filter by pillar to focus.

Filter:

Acquisition

E-Commerce Deployment and first sale

Outcome	Owner	Status	Notes
First service-bundle sale by May 14 — Blueprint LP (custom HTML) + Stripe Embedded Checkout + Zoho webhook + OptiMantra orientation-call flow live end-to-end. Fort Lauderdale only. SHIPPED 2026-05-07 — beat May 14 gate by 7 days. Awaiting first cold-traffic sale post doctor sign-off.	Aaron · Boris	OPEN	Add notes from kickoff call
Three offer LPs live + 2 order bumps + ads pointed at them — Blueprint $399, Blueprint for Women $399, VO2 Bundle $499 (each 45-min consult). Order bumps: VO2 add-on +$99, Galleri +$850. Meta ads with Pixel + Conversion API firing on confirmation.	Boris · Matte Olive	OPEN	LP design status; ad approval status

Retention

KPI Establishment and Cadence Determination

Outcome	Owner	Status	Notes
Multi-touch patient cadence operational — Marisa proposes the cadence, Coe approves it, beyond just the next-day call	Marisa · Coe	OPEN	Marisa's proposed touchpoints; Coe sign-off date
Checkout-time rebook rule active at reception — >90% of in-person visits exit with next appointment booked	Marisa · Greg	OPEN	Reception SOP signed off?
Take-home pamphlet live at checkout — products + protocol summary handout given to every patient at checkout, reinforcing Find / Fix / Optimize sequence	Marisa · Coe	OPEN	Draft + approval + print run timing

Leaky Bucket

Refill Process and Reactivation

Outcome	Owner	Status	Notes
Missed-refill procedure live — automated detection + outreach for patients past their refill window. Covers 86 monthly GLP-1 patients (Tirz/Reta/Sema ≥60d overdue), rebook lift vs. baseline measurable.	Boris · Marisa · Adam	OPEN	~$25–50K at risk in lapsed cohort
Prescription-transition reporting live — patients who moved from one prescription to another no longer flagged on the missed-refill report (currently 85 in-cycle patients mis-flagged). Both systems must work together.	Adam	WIP	OptiMantra rule logic; Adam confirm
Lapsed-patient list-driven outreach wave — Marisa's reconciliation pattern (Testosterone Pellet style, already shipped) extended to next defined leak cohort	Marisa	OPEN	Pellet pattern DONE — pick next cohort (women 3–4mo / men 5–6mo cadence)

Sprint 2 · Days 15–45 · May 5 – Jun 4

Scale Winners + Phase 2 Launch

Sprint 2 runs two parallel workstreams. DTC Scale stays data-locked — it sets May 12 after Sprint 1's Day-14 readout. Channel Partner Activation runs on its own track and starts Friday May 1.

Phase 2 Launch — Channel Partner Activation

starts May 1 · independent track

Channel partners = cheapest CAC + fastest deployment. No buildout. No ad spend. Established physicians with built-in patient bases who add SÖRCE recovery + longevity bolt-ons to their existing care model. The flywheel: DTC edifies SÖRCE brand → physician partners want in → distribution scales through their patient bases → likeness rights from partner physicians become marketing fuel back into DTC.

Not a Phase 2 nice-to-have. A core SÖRCE vertical alongside DTC. TAM is multiples larger than DTC at FTL-only scale.

Partnership Model

✓ Locked 2026-05-07 · activated early

OCP Management Solutions partnership · Greg-introduced via Yoldas

Phase 2 (B2B channel partner) activated 45 days early — was scoped as "dormant until day 60" in V2 plan. Real partner is OCP Management Solutions (multi-physician group), not OSCP (stale name in older files).

Live deliverables on the sorce-recovery.netlify.app deploy: full playbook-v2 command center, Yoldas referral flyer set (Variant C tiered locked 5/6), pamphlet redesign, study microsite v2.

Recovery Pack — 3-Tier Locked 2026-05-07

Basic · $995

1 month of structured support

30-min NP consult · 1 month Glow peptide stack · 8 red-light sessions · personalized recovery plan · surgeon recovery summary at week 12.

Best fit when surgery is within 2-4 weeks.

Premium · $1,500 · ★ Most Prescribed

2 months of structured support

30-min NP consult · 2 months Glow peptides · 16 red-light sessions · $100 SÖRCE credit · personalized recovery plan · week-12 surgeon summary.

Best fit when surgery is 6-12 weeks out.

Elite · $3,000 · HBOT included

2 months + hyperbaric oxygen

Premium tier + 6 hyperbaric oxygen sessions across 2 months. For complex recoveries — tissue oxygenation + edema reduction.

The deepest recovery support tier offered.

Active Partner Track

Partner	Lane	Status	Owner	Pill
OCP Management Solutions (Yoldas + network)	Orthopedic	ACTIVE — playbook-v2 + Yoldas Variant C flyer + 3-tier Recovery Pack pamphlet shipped. Awaiting next conversation.	Greg · Jesse	PARTNER LIVE
Dr. Neinstein (@drneinstein)	Plastics	Pamphlet delivered earlier. Status superseded by OCP activation; still warm. Next conversation TBD.	Greg · Jesse	WARM
Other ortho / sports / regen / derm	Adjacent	Activate after OCP proof points land. Use Yoldas flyer pattern.	Greg	DEFERRED

Channel Partner Deliverables — Status as of Day 19

#	Deliverable	Owner	Originally Due	Status
1	Greg meeting — formalize channel-partner program v1	Jesse · Greg	Fri May 1	DONE
2	Channel-partner playbook (replaces "pitch deck v1") — full command center for OCP	Boris	May 10	DONE — playbook-v2 live 5/8
3	Recovery Pack SKU spec — components, pricing, margin	Coe · Greg · Boris	May 10	DONE — 3 tiers locked 5/7
4	Yoldas referral flyer set + pamphlet redesign	Boris	—	DONE — Variant C locked 5/6, pamphlet live 5/8
5	Other ortho-lane targets identified + outreach	Greg · Jesse	May 10	DEFERRED — post-OCP proof points
6	Likeness-rights legal template	Counsel	May 22	OPEN
7	MSO units + EBITDA-override structure	Greg · Counsel	May 22	OPEN

Open Questions — Channel Partner Track

#	Question	Resolver	Blocks	Status
CP-1	Recovery Pack price + margin split between partner and SÖRCE	Coe · Greg	—	RESOLVED — 3 tiers $995/$1,500/$3,000
CP-2	Likeness-rights legal scope — what partners can / can't be filmed for, royalty structure	Counsel · Jesse	Marketing flywheel from partner testimonials	OPEN
CP-3	MSO unit valuation methodology	Greg · Counsel	Partner deal closes	OPEN
CP-4	OCP partnership — referral / JV / MSO mix structure	Greg · Jesse · Counsel	Term sheet	OPEN
CP-5	Phase 1 vs Phase 2 attention split — keep parallel through end of 60d, or downshift Phase 2?	Jesse	Resource allocation	OPEN

Week of May 12–16 — DTC Scale Week

post-LP-ship · pre-ad-launch

LP shipped 5/7. Now: doctor sign-off → first paid traffic → measure → iterate. Quality > speed remains the principle.

✓ Live patient-experience flow

Stripe Embedded Checkout → success page → Zoho-sent welcome email → patient books OptiMantra orientation call. Visit 1: Lab draw + DEXA at Fort Lauderdale clinic (~30 min). Visit 2 (7-10 days later): 45-min consult with Coe or Cancilla — full data walkthrough + written protocol. Mac (Head of Concierge) joins virtual consults at end to collect card.

Owners + Deliverables

Owner	Deliverable	By	Status
Jesse	Blueprint LP V3 + Stripe Embedded Checkout + Zoho webhook + welcome email + Meta Pixel/CAPI + GA4	May 7	DONE 5/7
Jesse	Self-test purchase + refund — verifies all 5 systems share Stripe session_id	This week	OPEN
Jesse	Sequential 1-2-3 page (injection → portal → reorder) — replaces box QR confusion	This week	OPEN
Jesse · Aaron	OptiMantra → Zoho webhook integration sprint — webhooks + logic docs	Wed May 13	WIP — spec authored 5/9
Adam	Sample webhook payloads (4 OptiMantra triggers) + service code list	This week	OPEN — hard dep for build
Adam	Confirm booking webhook fires on appointment-completion (load-bearing for North Star)	This week	OPEN
Adam	Box design + injection card reprints with refill portal QR	This week	OPEN
Adam	Super Bills assignment fix — defaults to Channing; must assign to actual physician	This week	OPEN
Aaron	Product mockup creative for static ads (designer work, not AI)	This week	OPEN
Aaron	Refill portal launch — delete test data, Ariana/Rachel review	Mon May 12	WIP
Coe / Cancilla	Doctor sign-off on LP + ad creative — gates ad-launch	This week	OPEN — blocker
Ariana	Stripe ↔ OptiMantra reconciliation — Blueprint shows $0 in OptiMantra, manual journal entries	This week	OPEN

DTC Scale Decisions

data-locked · post first paid-traffic week

Measure-first posture preserved

DTC scaling targets, reallocation, and creative refresh decisions land AFTER first paid-traffic week. Gate: doctor sign-off → first ads live → 7 days of CPC + cost-per-LP-action + cost-per-consult-held data → set targets from real numbers. No fabricated CPL / CPP / CAC targets.

CAC math note: $399 Blueprint changes the LTV ceiling vs. original $149/$199 plan. Recalibrate against shipped pricing before setting Sprint 2 targets.

Sprint 3 · Days 46–60 · Jun 5 – Jun 19

Lock Baseline

Coming Soon

Sprint 3 plan unlocks at Sprint 2 close. 60-day retrospective + Month 3+ budget + B2B activation decision will be drafted then. Check back early June.

Open Loops

Open Questions

All V1 + V2 questions merged. Status, resolver, and what each one blocks.

#	Question	Resolver	Blocks	Status	Updated
1	North Star target — Consults Completed / week	Jesse · team	All goal-setting	RESOLVED 5/8 — 65/wk @ 80% util	May 8
2	Line-item breakdown of $37K/mo marketing spend	Greg / CoS	Paid-media reallocation	OPEN	Apr 20
3	Email list size + opt-in status	Adam · Aaron handoff	Lifecycle / lookalike	OPEN	Apr 20
4	Scorecard finisher workflow	—	—	RESOLVED — scorecard killed (TBD-1, 4/23)	Apr 23
5	Reorder portal — live URL, current conversion	Aaron · Ariana	Retention e-comm	LAUNCHING Mon May 12	May 9
6	Show-rate baseline on consults	Adam · Boris	Consult KPI baseline	DATA AVAILABLE — 1,255 appts delivered 5/5; analysis pending	May 5
7	Feb → Mar retention diagnosis	Greg · Dr. Coe	Full root cause	PARTIAL	Apr 22
8	Checkout-rule enforcement mechanism	Marisa · Greg · Mac	Retention pillar	OPEN	Apr 22
9	Zoho service-cadence email — fire today?	Adam · Boris	Cadence email	PARTIAL — welcome email live; cadence series pending	May 9
10	OptiMantra recommendation-capture field native?	Greg · Adam	Proactive Upsells queue	OPEN — surfaced in webhook spec ask	May 9
11	AI consult-recording tool parses recommendations?	Dr. Coe + vendor	Ascension automation	DEFERRED	Apr 22
12	What's been "fixed in the last 4 weeks"?	Greg · Adam	Baseline trust	OPEN	Apr 22
13	Canonical pellet cadence	Dr. Coe	Refill outreach timing	RESOLVED 4/30 — women 3–4mo, men 5–6mo	Apr 30
14	CRM + email workflow deployment ETA	Adam · Aaron	Cadence + reactivation	PARTIAL — Stripe → Zoho upsert + welcome email live; broader cadence pending Aaron handoff	May 9
15	Retention data beyond Adam's files — what exists?	Adam	Cohort refresh	RESOLVED 5/5 — 1,255 appts + 1,999 charges + $1M rev + 442 patients delivered	May 5
16	Marisa + nurses reactivation hit-rate, last 5 weeks	Marisa	Reactivation baseline	OPEN	Apr 22
17	Compliance sign-off — Coe + Cancilla, either signs	Jesse · Coe · Cancilla	Every ad + LP	RESOLVED — both physicians under their licenses	Apr 28
18	"Overdue" framing on cycled peptides	—	—	RESOLVED	Apr 22
19	Dynamic playbook system (Netlify Functions + Blobs backend)	Jesse · Boris	Living-doc upgrade	DEFERRED — current static + skill-driven refresh working	May 9
20	Multi-tier Blueprint price split	Jesse · Boris	Sprint 2/3 pricing test	DEFERRED — $399 baseline first; $249/$299 fork killed	May 9
21	Stripe → OptiMantra path	—	—	RESOLVED 5/7 — Stripe → /api/stripe-webhook → Zoho upsert → success page → orientation call. No Zapier on this path.	May 7
22	Refill cadence design	Boris · Marisa · Adam	Leaky Bucket pillar	PARTIAL — peptide 25-day webhook designed, pellet cadence locked, full SMS+email pending Aaron handoff	May 9
23	"Deals as services" Zoho schema architecture	Aaron · Boris	Stripe webhook contract + dashboard query design	PENDING — Aaron recommendation	May 9
24	OptiMantra booking webhook fires on appointment-completion?	Adam	North Star measurement	OPEN — load-bearing for consults/wk count	May 9
25	OCP partnership structure (referral / JV / MSO mix)	Greg · Jesse · Counsel	Phase 2 term sheet	OPEN	May 9
26	Phase 1 vs Phase 2 attention split — keep parallel through end of 60d?	Jesse	Resource allocation	OPEN	May 8

Resolved this sprint (since 4/22 refresh): #1 (North Star), #4 (scorecard killed), #13 (pellet cadence), #15 (retention data delivery), #17 (compliance signoff), #21 (Stripe→OptiMantra path). #18 was resolved earlier — cycled peptides (BPC/TB-500/CJC) are within 90–120d cycles, "overdue" applies only to GLP-1 monthly refills past 30 days.