Positioning
Who we’re for
Most members are women, Millennials and Gen X. Creative should recognise them first, but the brand is not limited to them.
Who we’re for
Adults in the UK who are eligible for treatment (BMI 30 and over, or 27 and over with a weight related condition) and who have tried to lose weight before, usually more than once, usually alone. They want it to last this time, and they want someone with them while it does. Medicspot is for people who want support with their weight loss, not just the medication.
Who we’re not for
- People looking for the lowest price and nothing else
- People who want the medication without the coaching
- Anyone under the clinical threshold
Three members by situation
The first timer
Has never used weight loss medication. Nervous about injecting, side effects and whether it counts as cheating. Has a lot of questions and nobody to ask. The coach matters most here, and so does the tone of the first week.
The switcher
Already on treatment with another provider and not feeling supported enough. Maybe the check ins dried up, maybe a plateau went unanswered. Knows what they are buying and is comparing on support as much as price. One coach who stays with them, and the wider team behind that coach, are the pull.
The health prompted
Sent here by a GP conversation, a blood pressure reading, a knee, or a diagnosis in the family. Thinks about weight as part of health, not appearance.
In creative
Lead with women in their 30s to 50s, because that is who most members are. Show the range too: men, younger and older members. If every image is the same person, everyone else stops seeing themselves.