Summary

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).

Content

Primary (60% of spend): suburban men 40-55, HHI $100K+, homeowners, married. Pain points: energy, fitness, sleep quality. Secondary (30%): ambitious 35-40, career-driven professionals, dual-income households. Pain points: focus, drive, physical recovery. Tertiary (10%): men 55+ with existing TRT experience, looking for better provider or more convenient access. Messaging strategy differs per segment.