Lighthouse_Playbook_TRT_Vertical_v3.pdf
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Search allTRT Patient Acquisition Strategy
Three-tier funnel: awareness via education content, consideration via free consultation offer, conversion via in-clinic blood panel. Emphasizes medical authority over urgency-based marketing.
Lighthouse TRT Vertical Playbook v3
Internal playbook codifying Lighthouse's approach to TRT/men's-health vertical. Covers audience targeting, creative principles, funnel benchmarks, compliance guardrails.
Meta TRT compliance — no before/after, no medical claims
Meta's health-category policy prohibits: before/after images, explicit testosterone/T-level claims, 'cure' language. Approved alternatives documented.
TRT Vertical Benchmarks — Funnel KPIs
Vertical benchmarks: TOF CPL $35-65, MOF book rate 42%, BOF show rate 67%, first-visit revenue $420 avg, 6-month LTV $2,150.
Playbook audience segments — TRT vertical
Three audience segments: Primary (suburban men 40-55, HHI $100K+), Secondary (35-40, career-driven, higher intent), Tertiary (55+, established patients looking to switch providers).