Podcast + community
Huberman, Attia, Lex Fridman. X/Twitter longevity threads. Reddit r/longevity.
PodcastsSocial
Meta + Google search
Instagram before/afters. Google "semaglutide online." TikTok transformation creators.
Paid socialSearch
LinkedIn + executive network
LinkedIn thought leadership. Executive podcasts. Equinox/Life Time partnerships. YPO-adjacent.
LinkedInReferral
Instagram + TikTok wellness
Female hormone creators. Well+Good, mindbodygreen. Lifestyle influencer partnerships.
InstagramTikTok
Google + Facebook
"Comprehensive blood test." Facebook family/health audiences. Physician referrals. Health fairs.
SearchFacebook
Landing hook
First impression
Peer-to-peer, data-first
"Bryan Johnson's infrastructure, priced for people who aren't Bryan Johnson."
Hero shows ApoB, CRP, VO2 max — not a smiling person.
Legitimacy + price clarity
"GLP-1 with a doctor. Not a prescription mill."
Before/afters above the fold. FDA-licensed pharmacy language.
Done-for-you, executive framing
"Health optimization for executives who don't have time to be optimized."
10-min/week framing. Suits, not gym aesthetics.
Validation + specificity
"Finally, a health service that takes your hormones seriously."
Warm, editorial. Female clinicians visible. Tests PCPs dismiss.
Medical credibility + fear relief
"Catch what your annual physical misses."
Real people, not fitness models. Advisory board front and center.
All four protocols selected
Uploads past labs. Oura + Whoop both connected. Diet specified (keto/zone 2/carnivore). 5+ workouts/week. Wants ApoE, Lp(a), OMX.
Elite auto-recommended
GLP-1 focus, weight primary
BMI 30+. GLP-1 yes, other Rx no. 1–2 workouts/week. Prior attempts: "nothing stuck." PCOS, pre-diabetes flags possible.
Transform recommended
Longevity + family history
Family history sub-flow expands. Travel frequency question. Work hours question affects cadence. Opens to Rx but not leading with it.
Premium recommended
Hormones + skin + cycle
Cycle tracking questions. Peri-screening if 40+. Skin and hair sub-flows. HRT interest. Explicitly: "my doctor said I'm fine" → validation branch.
Premium recommended
Prevention + family fear
Extensive family history questions. Specific disease sub-questions (MI age, which parent). Existing med list. "Just coaching and labs" selected.
Essentials recommended
100+ marker comprehensive
ApoB, Lp(a), ApoE, particle counts. Full hormonal (free T, SHBG, DHT, E2). Thyroid w/ rT3. Fasting insulin. hsCRP. Homocysteine. Omega-3 index. Heavy metals optional.
GLP-1 safety panel (narrow)
CBC, CMP, HbA1c, fasting insulin, lipid, TSH, vitamin D, pregnancy test. Framed as "GLP-1 Safety Panel." Safety clearance, not longevity optimization.
Comprehensive cardiovascular focus
ApoB, Lp(a), full metabolic. Age-appropriate hormonal. Cancer screening signals (PSA, CA-125). GRAIL referral option. Family history drives scope.
Female hormonal emphasis
Full thyroid w/ rT3. Sex hormones at correct cycle days (E2, P4, T, DHEA-S, SHBG, LH, FSH). Cortisol curve option. Iron panel. B12, folate. Timing matters.
Essentials annual panel
ApoB, hsCRP, Lp(a), HbA1c, fasting insulin, lipid, CMP, CBC, thyroid basic, vitamin D. Quarterly quick-check: HbA1c, ApoB, hsCRP only. DEXA is a Premium upgrade.
Peer-to-peer, already knows the labs
"Your ApoB at 94 is above where you want it for longevity… Before I go: what are you running right now that isn't on the quiz?"
Specific numbers, no over-explanation. Respects his existing knowledge.
Empathetic, sets expectations hard
"You want to lose about 40 pounds, you've tried Weight Watchers and Noom, and you're worried about GLP-1 side effects. Fair worries, I'll coach you through them."
Respects his time, batches everything
"Everything I can do in the background, I do. Everything I need from you, I batch into one message a week."
Lab draw already booked. No "how do you feel tonight."
Validates her experience
"Your energy's been off for a while, your skin is the worst it's been since college, and your last doctor said your labs look fine. I'm with you on not accepting that."
Slow, warm, adults-in-charge
"I saw in your quiz that your father had a heart attack at 58 and you're 52. I understand why you're here, and you're doing the right thing."
One check-in/evening. No food tracking yet.
Protocol decisions, no hand-holding
ApoE4 result delivered directly. Rosuvastatin, metformin, rapamycin — three decisions for the provider. CAC scan + MoCA scheduled. Peer-level assumption.
Safety-cleared, script approved
HbA1c 5.9, insulin 14 — explains why GLP-1 works for her. Provider consult confirmed. Medication ships same night. Protein emphasis starts.
Compressed, actionable, time-cued
"3-minute read." ApoB priority with family history context. Every recommendation tied to his specific concern. Calendar invite already sent for consult.
Thyroid, hormones, ferritin — all connected
TSH 3.2 = subclinical hypo. Low progesterone = sleep + anxiety. Ferritin 28 = energy. All linked back to her symptoms. Offers to prep questions for consult.
Good news first, one priority
"Take your time with this." Good news (HbA1c fine). ApoB 115 explained clearly. hsCRP borderline. No pressure — all deferred to provider Tuesday.
Metrics dashboard
ApoB 94→82. Insulin 9→7.2. hsCRP 1.8→0.9. HRV +12.5%. Body fat 15→14%. Rapamycin starting next week. Labs at day 60 + full at day 90.
Progress + encouragement (not cheerleading)
Down 7.5 lbs. Body fat 38→36%. Side effects clearing. Protein 92g (target 120g). Dose bumps to 0.5mg. "That's not the medication alone — that's you showing up every day."
Done list only — no obligations
"No change needed from you." Rosuvastatin, metformin, vitamin D, supplements live. Quarterly summary at day 90. Flags sleep issue, offers a choice — not a mandate.
Emotional anchor + hold steady
Energy 4.5→6.5. Sleep 6.5→7.5. Anxiety 7→3/10. Skin early signs. "I feel like myself again — keep this message. Read it at month 6."
Low-pressure progress check
Done list (rosuvastatin started, vit D, walks 3→5/wk). Coming up: lab recheck at day 90. Asks how she's feeling about the experience — watching for dropout signals.
ApoB <70, rapamycin stable
hsCRP <0.5. HRV sustained. CAC score captured. Likely referring 1–3 tech friends. Referral program active.
"Just got my 90-day labs back, this thing is legit."
22 lbs down — retention save begins
HbA1c down 0.3–0.5 pts. Body photo comparison visible.
Critical framing shift: "You're not on GLP-1 for weight loss. You're on a metabolic health protocol that includes GLP-1."
Quarterly summary is load-bearing
ApoB 108→78. Sleep apnea caught (CPAP in). HRV improved. Forwards summary to wife + Chief of Staff.
"This was the best $149 I spent all year. Sending to my CFO."
Energy, skin, hormones — all moving
Energy sustained. Tretinoin visible (12 weeks). Hormones re-tested in range. Hair shedding reduced. Referred 2–4 friends already.
"I didn't realize how bad I felt until I felt better."
ApoB 115→82 — upgrade conversation
PCP surprised at lab depth. Now considering Premium.
Highest-leverage moment: day 90–120 upgrade pitch. Undramatic, no urgency.
"My doctor said my bloodwork is the cleanest he's seen in 10 years."