Positioning
Proof points
Every claim in the positioning has something behind it.
The proof
| Claim | Proof | Use it for | Watch out |
|---|---|---|---|
| People trust us | Rated 4.7 on Google | Confidence, before purchase | Quote the live score and say “on Google”. Never round up. |
| It works | Over 84% of members see the scale move in their first month. Members lose an average of 2st 3lb by month 6. 18lb (8.2kg) average in the first 12 weeks. | Hope and confidence | Always carry “individual results vary”. See results claims on precise amounts in a stated period. |
| It is clinically grounded | Clinically proven treatment, GMC registered prescribers, GPhC registered partner pharmacy, published prescribing process and clinical governance pages | Confidence, trust | Talk about the supervision, not the drug. |
| You are not on your own | A dedicated health coach, weekly WhatsApp check ins, 12 months of personal coaching, a members' WhatsApp community | Supported | This is the headline proof for pillar 1 and should be shown, not just stated. |
| There is a whole team | Private GP appointments included in membership. Physio, nutritionist and mental health support bookable through Medicspot. | Supported, trust | Describe what a member can book this week. Nothing aspirational. |
| It lasts | Behaviour change course, nutrition course, support to transition off treatment | Trust, ongoing | Frame as life after treatment, not a sales add on. |
| Supply is secure | Medication guarantee | Confidence | Keep the wording as the terms and conditions define it. |
| Lots of people have done this | The scrolling video testimonials: members filming their progress, captioned with a first name and “After 2 months”. | Hope, before purchase | Real members on their own phones, never stock or staged footage. |
Testimonials
Member quotes are the strongest carriers of hope because they are not us talking.
The ones we feature on our website work because they are about feeling, not just numbers. Choose quotes that describe a life change over quotes that describe a weight change, and always pair a figure with a feeling.
“The only regret I have is not doing it sooner.”
A member, on the website
“The food noise has been non-existent.”
A member, on the website
A member who ran a 10k and signed up for a marathon.
A story, not a stat