Summary

Internal playbook codifying Lighthouse's approach to TRT/men's-health vertical. Covers audience targeting, creative principles, funnel benchmarks, compliance guardrails.

Content

Version 3 playbook (March 2026). Defines target audience segments (suburban men 35-55 HHI $80K+), creative principles (physician-led, educational, avoid urgency tactics), funnel benchmarks by stage (TOF CPA, MOF book-rate, BOF showed-rate), and compliance guardrails for Meta and Google health-category advertising. Used across all TRT-vertical clients including Ember.