Dr.nume
Persona Profiles
The Rockstar Mom
Demographics
Age: 45 years old
Race: Caucasian
Gender: Female
Annual Income: USD $104,474
Career/Job Title: Senior Automotive Loan Officer
Location: Charlotte, North Carolina
Marital Status: Single
Religion: Catholic
Body type: Overweight - BDI 25 to 29.9
Background
Education: Undergraduate degree
Social Status: Middle class
Family: Single mother of two daughters
Political Affiliation: Not identified
Lifestyle
Ana is a busy executive who doesn't have much time for herself. She tries to balance her work and spending quality time with her daughters. She likes to eat healthy at home but orders food at work because it's easier. When she wants to relax, she treats herself to sweets and desserts now and then. She's not very good at sticking to a workout routine, but she hopes to get better at it one day.
Current Relationship Status
She is a single woman occasionally dating at the moment. She prioritizes spending time with her two daughters and developing her professional skills. She believes in independence and bettering herself to provide for her family
Current Economic Situation
Ana is the head of the household. She is financially stable, with some support from the father of her daughters
Mindset and Interests
- Aspires for personal growth, physical well-being, and family experiences
- Concerned about appearance and aims for a slimmer, youthful look
- Enjoys shopping, dining out, and staying updated on entertainment and gossip
Eating Habits
- Regularly eats out and relies on takeout for lunch four to five times a week due to her demanding work schedule.
- Indulges in weekend desserts, considering it a relaxing treat after a hectic week.
- Acknowledges that her preference for unbalanced, fast food choices is a bad habit, but finds convenience in these options given her time constraints.
Hobbies
- Enjoys spending weekends indulging in retail therapy and exploring various shopping outlets.
- Finds pleasure in dining out with friends, savoring different cuisines and socializing outside of her busy work environment.
- Prefers to be out and about during her free time, avoiding staying at home for extended periods.
Motivations
- She's had cosmetic surgeries done before, and multiple diets, but won't consider surgery now due to age and family responsibility.
- Wants quick and safe results without disrupting work.
- She aims to feel confident for personal and professional reasons, given the high aesthetic demands in her workplace.
Topics of Interest
- Current national political issues
- Current national economic situation
- Vanity and beauty
- Food and sweets
- Entertainment and gossip
- Travel
Personal Goals
- To lose 18 lbs in 3 months or less
- To adopt better eating habits
- To look younger and slimmer among her closest friends
Professional Goals
- Get a C-suite level promotion.
- To build a higher quality professional network
Concerns and Fears:
- Fear of losing her job to a younger competitor
- Worries about weight-related health issues and risky surgeries
- Concerns about online scams and unfamiliar virtual treatments
- Not keeping up with her friends' physical appearance
Barriers to entry
- Unfamiliarity with virtual weight loss programs and concerns about the cost
- Skepticism regarding the effectiveness and popularity of the treatment
- Peer rejection and a sense of dishonesty
Media Consumption
Social Networks Used
Buyer Profile
Budget
Luxury
Quiet Consumer
Enthusiastic Sharer
Conservative
Open-minded
Detached
Brand Lover
Not Interested
Beauty Expert
Emotional Buyer
Logical Buyer
What brands do they use?
Reasons for Use:
- Selects brands based on their stylish offerings, reasonable pricing, and the convenience of finding various options in one location, effectively saving time during her shopping endeavors.
- Relies on recommendations from experts, including dermatologists and doctors, when selecting beauty brands, emphasizing the importance of trusted advice and quality in her skincare regimen.
How to Approach:
- Offer a personalized and comprehensive approach that addresses her specific concerns about aging and appearance, promoting the program as a holistic solution that can enhance her overall well-being and help her regain her confidence both personally and professionally.
- Executive-Friendly Weight Management Package: Introduce a comprehensive weight management package designed specifically for busy professionals, emphasizing the program's compatibility with her demanding work schedule and the assurance of achieving quick and sustainable results without drastic lifestyle changes.
- Emphasize the effectiveness and safety of the weight loss treatment, ensuring her that the program is designed to yield quick and visible results without disrupting her work or family life.
Dr.nume
Persona Profile
The Plus Size Fashionista
Demographics
Age: 34 years old
Race: Latino Mix
Gender: Female
Annual Income: USD $73.530
Career/Job Title: Senior Marketing Specialist
Location: Miami, Florida
Marital Status: Dating
Religion: Catholic
Body type: Obesity Type 2 - BDI 35 to 39.9
Background
Education: Undergraduate degree
Social Status: Middle class
Family: Married parents, one younger brother, one younger sister
Political Affiliation: Independent
Lifestyle
Sarah leads a dynamic professional life, actively contributing to a multicultural marketing team in a prominent multinational corporation. However, she occasionally neglects her physical well-being due to busy work schedules and unhealthy habits, including irregular eating patterns and limited cooking skills. She finds solace in indulging in social activities such as dining out, road trips, and music festivals.
Current Relationship Status
Sarah has been in a relationship with her boyfriend for 4 years. She doesn't have any immediate plans for marriage or starting a family yet but thinks about it regularly.
Current Economic Situation
She enjoys financial stability and has the means to indulge in her interests and hobbies. She has fixed expenses such as her rent and credit card. Sarah has an income that allows her to indulge in luxuries and pleasures constantly because she is not worried about future stability or savings.
Mindset and Interests:
- Prioritizes maintaining professional success and personal enjoyment, encompassing travel, luxury purchases, and fine dining.
- Displays an interest in marketing trends, travel, music festivals, fast food, social drinking spots, and fashion.
Eating Habits
- Has experimented with various diets but struggles to maintain a consistent, healthy eating pattern over time.
- Enjoys the social aspect of eating and frequently engages in communal meals and drinks with friends and peers, often in vibrant social settings.
- Tends to rely on takeout and food delivery services due to limited cooking skills and a demanding work schedule, leading to a lack of structure and discipline in her dietary habits.
Hobbies
- Enjoys spending weekends away with her boyfriend
- Finds pleasure in dining out with friends, savoring different cuisines, and socializing outside of her busy work environment.
- Loves watching fashion TV shows and gossiping with her friends
Motivations
- Strives for a visually appealing appearance to excel in her professional sphere, maintain her social connections, and enhance her confidence within her diverse and multicultural team.
- Sharing experiences on social media such as travel and outings without worrying about her physical appearance is a motivator.
- Her insecurities compel her to pursue this treatment, particularly when she compares her current physique with how it was at the beginning of her relationship with her boyfriend.
Topics of Interest
- Advertising from major brands
- Marketing trends
- Travel
- Music festivals
- Food
- New places for "after-hours"
- Fashion
Personal Goals
- To lose 8 lbs per month
- To maintain a work-life balance
- Keep a strong relationship with her boyfriend and friends
Professional Goals
- Take more leadership roles.
- Continue her upward trajectory.
Concerns and Fears:
- Worries about potential rejection or isolation at work and in her personal life due to her weight.
- Fears health issues arising from her current lifestyle and weight management challenges.
- Anxieties about potential challenges in returning to her previous physical appearance and struggling to integrate fitness activities into her routine due to her weight
Barriers to entry
- Concerns about potential social stigma or judgment from others for pursuing a medicated weight loss treatment.
- Doubts about the effectiveness and long-term sustainability of the treatment plan.
Media Consumption
Social Networks Used
Buyer Profile
Budget
Luxury
Quiet Consumer
Enthusiastic Sharer
Conservative
Open-minded
Detached
Brand Lover
Not Interested
Beauty Expert
Emotional Buyer
Logical Buyer
What brands do they use?
- Local Brands
Reasons for Use:
-
Sarah places great emphasis on projecting a particular image within her social circle. To achieve this, she invests in trending luxury brands, utilizing them to shift the focus from her physical appearance to her buying capacity and impeccable sense of fashion.
How to Approach:
- Positive Body Image Empowerment Campaign: Launch a targeted empowerment campaign focused on fostering positive body image and self-confidence, emphasizing success stories from individuals who have overcome similar insecurities and achieved significant weight loss, promoting the notion that a healthy lifestyle can complement her professional success and social life.
- Confidence-Boosting Image Makeover Campaign: Launch an image makeover campaign focused on enhancing self-confidence and personal empowerment, incorporating makeover success stories that emphasize the transformative impact of achieving a healthy weight and body image, positioning the weight loss program as a catalyst for Sarah's continued success and fulfillment.
Dr.nume
Persona Profile
The Business Dad
Demographics
Age: 52 years old
Race: Caucasian
Gender: Male
Annual Income: USD $300.000
Career/Job Title: Succesful Entrepreneur/CEO
Location: Dallas, Texas
Marital Status: Married
Religion: Traditional Christian
Body type: Morbid Obesity - BDI 40
Background
Education: MBA in Business Administration
Social Status: Upper middle class
Family: Devoted family man, married to his wife, two children, a 16 y/o son, and an 18 y/o daughter.
Political Affiliation: Republican
Lifestyle
Driven entrepreneur with a strong focus on the continuous growth of his companies, balancing his professional commitments with dedicated family time and hosting social gatherings at home. Concerned about neglecting his health due to prioritizing business success.
Current Relationship Status
Happily married with a strong emphasis on family values, experiencing concerns from his wife about his rapid weight gain and its potential impact on his health and role as a father and provider.
Current Economic Situation
Financially stable and successful due to the growth and organization of his businesses, securing the future of his family, and generating employment opportunities.
Mindset and Interests:
Primarily focused on his children's growth and the smooth transition of his businesses to the next generation, passionate about spending quality time with his family, and hosting beach outings, and barbecues.
Eating Habits
- Frequently consumes takeout meals at work, resulting in irregular eating patterns and the ingestion of high-calorie and unhealthy food choices.
- Tends to indulge in large portions of barbecues, desserts, sugary drinks, and processed foods rich in chemicals and preservatives, contributing significantly to his rapid weight gain and overall health concerns.
Hobbies
- Spending quality time with his family and hosting beach outings and barbecues, reflecting his love for creating memorable experiences and fostering strong family connections.
Motivations
- Motivated to improve his health to actively guide his children's successful takeover of his businesses, recognizing the importance of his continued role as a father and mentor in their professional development.
- Exploring the intricacies of sports, particularly football, indicating an interest in the excitement and camaraderie associated with athletic pursuits.
Topics of Interest
- Current economic situation
- Current political situation
- Sports (NFL, NBA, MLB)
- Learning about BBQs
- Business growth
- Nurturing a passion for business growth and development, highlighting his commitment to achieving professional milestones and sustaining long-term success within his entrepreneurial ventures.
Personal Goals
- To lose 30 lbs in 6 months
- See his children successfully take the reins of his businesses
Professional Goals
To ensure that his company remains sustainable, generating employment and profits over an extended period without him being involved in every process
Concerns and Fears:
- Worries about the impact of his weight on his health and family responsibilities, particularly his role as a father and provider for his household.
- Fears the potential development of health-related issues or diseases due to his excessive weight, understanding the critical need to prioritize his well-being for the long-term success of his businesses and family.
Barriers to entry
- Potential doubts about the program's cost, effectiveness, and safety, alongside concerns about his commitment to the weight loss journey due to ingrained habits and lifestyle constraints.
Media Consumption
Social Networks Used
Buyer Profile
Budget
Luxury
Quiet Consumer
Enthusiastic Sharer
Conservative
Open-minded
Detached
Brand Lover
Not Interested
Beauty Expert
Emotional Buyer
Logical Buyer
What brands do they use?
Reasons for Use:
- For Joseph, prioritizing comfort, and lifestyle is paramount.
- He relies on his wife's opinion and refined taste when making purchasing decisions, prioritizing products that seamlessly integrate into their lifestyle while ensuring they embody their shared sense of style and comfort.
How to Approach:
- Comprehensive Personalized Health Assessment: Provide a detailed personalized health assessment conducted by a specialized medical team, offering a comprehensive overview of his current health status and the potential risks associated with his weight, emphasizing the importance of taking proactive measures to safeguard his well-being for his family and business legacy.
- Executive-Friendly Weight Management Package: Introduce a comprehensive weight management package designed specifically for busy professionals, emphasizing the program's compatibility with his demanding work schedule and the assurance of achieving quick and sustainable results without drastic lifestyle changes.
- Emphasize the effectiveness and safety of the weight loss treatment, ensuring him that the program is designed to yield quick and visible results without disrupting his work or family life.
Next Documents
Brand Landscape
Promises and communication of your brand
Brand Messaging
What and how Dr.nume should communicate
Created by:
