Work · the spec slate

14 ads built for knownwell.

Your live ads make one argument in one register: 73% guilt reduction (the weight care category: 3%) and 100% relief, with price/value and convenience at 0% against the category’s 31% and 22%. Each of these 14 names a different persona and angle. They answer what you flagged on the call: statics are where we struggle and We don't have a designer on staff (these are finished statics), and your real patient is a woman in middle-aged, higher BMI with two comorbidities (five of the 14 are written for her). Eight open lanes your account has never run, five iterate on what already runs, and one reskins your top ad.

These are spec drafts, not finals: premium statics modeled on ARMRA, Seed, Function Health, Mercury and Ritual, built in knownwell’s own palette and type direction, inside Meta’s health ad rules. The claims we still need you to confirm are listed at the bottom of the page.

One persona. One angle. One clinician who knows her.
14
spec ads
9
personas
10
format files
1
reskin of your top live ad
8
new lanes
New lane 01. Weight care on your insurance, not a subscription.
Weight care on your insurance, not a subscription.
Spec render 01, in production
01 · Statistics, big-number card
Weight care on your insurance, not a subscription.
Persona
P2 · Insured, priced out of $149+ a month cash-pay GLP-1 programs
Angle
Insurance and price: a copay, not a cash subscription
Modeled on
Mercury (the metal card) and Function Health (the price numerals)
Why: Hers leads with a cash price in 15 of 29 ads. Your $25 average copay is in none of yours, and it’s the number a cash-pay shopper compares against.
New lane 02. The same clinician, every visit.
The same clinician, every visit.
Spec render 02, in production
02 · Native UI, calendar event
The same clinician, every visit.
Persona
P9 · Working woman 40 to 55 with no time for appointments
Angle
Convenience: the same clinician by video, on her schedule
Modeled on
Mercury (a frosted UI card over a warm photograph)
Why: Convenience is 0% of your ads and 22% of the weight care category’s. A 20-minute video slot at 8:30 with the clinician who already knows her is convenience only knownwell can claim.
Iteration 03. Weight care from a clinician who knows you.
Weight care from a clinician who knows you.
Spec render 03, in production
03 · Us vs them, typographic
Weight care from a clinician who knows you.
Persona
P3 · Burned by async apps that felt like a form
Angle
Comparison: a real, employed clinician, not a questionnaire
Modeled on
Seed (the studio comparison) and Function Health (the two-column contrast)
Why: Ro asks people to “Answer questions about your health” in 13 of 28 ads. John’s point, a video visit with the same employed clinician, is the other column.
New lane 04. Your body changes. Your plan should too.
Your body changes. Your plan should too.
Spec render 04, in production
04 · Statistics, timeline
Your body changes. Your plan should too.
Persona
P4 · Type 2 diabetes, on insulin
Angle
Health benefit: the clinician adjusts the plan as the body changes
Modeled on
Mercury (dark signal field) and ARMRA (one glowing line)
Why: John said your clinicians can help titrate insulin down as weight changes. No ad in your library or the four competitors’ mentions diabetes.
New lane 05. Not compounded GLP-1s.
Not compounded GLP-1s.
Spec render 05, in production
05 · Headline, macro product
Not compounded GLP-1s.
Persona
P5 · Wary of compounded medication after the recall
Angle
Authentic, FDA approved medication only, when clinically appropriate
Modeled on
Seed (macro on cream, thin centered headline)
Why: Nicole: “we only do authentic GLP ones.” After the recall, that’s a reason to choose you, and none of your live ads says it.
Reskin 06. first visit = a conversation, not a lecture
first visit = a conversation, not a lecture
Spec render 06, in production
06 · UGC, IG Story with a Post-it
first visit = a conversation, not a lecture
Persona
P6 · Tried everything for years, braced for judgment
Angle
Bias-free care: your top ad’s own line
Modeled on
ARMRA (mirror selfie, handwritten Post-it)
Why: A reskin of your #1 ranked ad: same persona, same angle, new format, so Meta treats it as new creative and gives it spend.
Iteration 07. For the health of it. Not the weight of it.
For the health of it. Not the weight of it.
Spec render 07, in production
07 · Headline, type only
For the health of it. Not the weight of it.
Persona
P1 · Woman 45 to 65 managing weight plus diabetes or high blood pressure
Angle
Philosophy: the line Nicole quoted from your CMO
Modeled on
Function Health (oversized serif, one italic word)
Why: The line is already on your weight care page. Set as a type-only ad on your forest green, it says weight care is health care before anything else.
New lane 08. Weight care, close to home.
Weight care, close to home.
Spec render 08, in production
08 · Headline, lifestyle overlay with a geo chip
Weight care, close to home.
Persona
P8 · Local clinic patient, Massachusetts
Angle
Local: clinics in Needham, Woburn and Weymouth, in person or by video
Modeled on
Function Health (golden backlit walk, small UI chip)
Why: Marc runs state-level targeting. A geo ad that names the towns tells Meta and the reader who it’s for.
New lane 09. Built by obesity medicine specialists.
Built by obesity medicine specialists.
Spec render 09, in production
09 · Credential list, letterhead
Built by obesity medicine specialists.
Persona
P1 · Woman 45 to 65 managing weight plus diabetes or high blood pressure
Angle
Expert authority: obesity medicine leadership and clinicians on staff
Modeled on
Function Health (paper, type and nothing else)
Why: John’s counter-position (clinicians on staff, not a third-party network) turned into proof a skeptical patient can check.
New lane 10. Three conditions. One clinician.
Three conditions. One clinician.
Spec render 10, in production
10 · Features, floating label chips
Three conditions. One clinician.
Persona
P1 · Woman 45 to 65 managing weight plus diabetes or high blood pressure
Angle
Whole-person care: weight, blood sugar and blood pressure together
Modeled on
Ritual (overhead flat lay, small labels)
Why: John: “Average is two comorbidities.” Her kitchen table, with the meter, the cuff and the clinician on one phone.
Iteration 11. 4.9 stars from 1,531 Google reviews
4.9 stars from 1,531 Google reviews
Spec render 11, in production
11 · Testimonial, Google review card
4.9 stars from 1,531 Google reviews
Persona
P2 · Insured, priced out of $149+ a month cash-pay GLP-1 programs
Angle
Social proof on value: insurance billed, no monthly fees
Modeled on
ARMRA (centered review card on a soft gradient)
Why: A real patient, Sue P., makes the price argument in her own words, which beats any line we could write.
New lane 12. A weight care clinic, right in Sandy Springs.
A weight care clinic, right in Sandy Springs.
Spec render 12, in production
12 · UGC, IG Reels, styled casual
A weight care clinic, right in Sandy Springs.
Persona
P8 · Local clinic patient, Georgia
Angle
In-person option: a real clinic nearby, 40-minute first visits
Modeled on
Ritual (a candid moment in real light)
Why: Georgia is one of your core markets. Your real clinic look, and a 40-minute first visit answers the fear of being rushed out the door.
Iteration 13. Menopause changes more than sleep.
Menopause changes more than sleep.
Spec render 13, in production
13 · Features, orbiting labels
Menopause changes more than sleep.
Persona
P7 · Perimenopause or menopause weight change
Angle
Menopause: one care plan that looks at all of it
Modeled on
Function Health (symptom labels floating over one photograph)
Why: Iterates your menopause ad, one of the few that reach the patient John described (aging adult: 3% of your ads, 14% of the category), in a new format.
Iteration 14. Is weight care covered by your plan?
Is weight care covered by your plan?
Spec render 14, in production
14 · Offer, gradient floating phone
Is weight care covered by your plan?
Persona
P2 · Insured, priced out of $149+ a month cash-pay GLP-1 programs
Angle
Low-friction start: coverage checked before the first visit
Modeled on
Mercury (object floating on a soft gradient) and Function Health (phone UI)
Why: The offer is a free coverage check, not a discount. Ro already runs an insurance coverage checker ad; this one comes with a $25 average copay behind it.
Spec drafts, not finals. Built from knownwell.co, the call and your live ads, written to Meta’s health and prescription ad rules (no second-person health conditions, no before-and-after, no drug brand names). Every quoted review is verbatim. These need your sign-off before any of them spends money:
  • All 14: a clinical claims approver. Nobody was named on the call; 04 needs that sign-off most.
  • Outcome stats: none are used. The figures on your site give two different timeframes, so they wait until your team confirms which is right.
  • 04: “Insulin dose adjusted at today’s visit” and the stepped timeline, from John’s point on the call. Confirm the wording, and that an “Illustrative” line is enough.
  • 09: “past president” of the Obesity Medicine Association (a 2023 post on your site says “current”), and the press list (CNN, CBS News, Fortune, Forbes) taken from the logos on your site.
  • 03: the “Other apps” column says “Contract clinicians”. A claim about other apps, even unnamed, needs a legal OK.
  • 05: “Not compounded” holds for every pharmacy route, including the Medicare Bridge program.
  • 07: the CMO line, already on your weight care page, is OK for paid ads.
  • 11: permission to quote Sue P.’s Google review; the 4.9 and 1,531 figures get refreshed on launch day.
  • 01 and 14: you’re happy to lead with “$25 average copay” (per visit, with insurance) and “No surprise bills”.
  • 08 and 12: Needham, Woburn, Weymouth and Sandy Springs are open and taking new patients, and first visits are still 40 minutes.
  • Patient count: not used. Your site gives two different figures.

Eight of these are lanes you’ve never run.

Tested in November and December, the winners are ready when the Q1 budgets arrive. These 14 came from one call, your site, your reviews and a read of your live ads and four competitors’. The full process runs every week on your whole account.

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