A clear and consistent message that you want to deliver to customers.
WeThrive Customer Profiles
Page description
Table of contents
What you need to review
Items to review
Your customers, in detail.
Mothers. Primary customer
Who they are.
Mothers from the stage of trying to conceive through childhood who are experiencing mental health and wellness challenges, whether diagnosed or undiagnosed.
Their attributes.
- 25-42 years old
- Female
- High income
How they like to be spoken to.
- Tone to use: Empathetic validation with warm encouragement
- Language complexity to use: Simple, soft and relatable
How they interact socially.
Their preferred content format
- Video combined with short form content and lists.
Primary social platform they use. (in order of importance)
- Tiktok
Their research process to decide on a service.
- Extensive, needing multiple touch points and reviews before making a decisions.
Their process to decide on your service.
- View website
- Review testimonials of mothers on the website
- Review social platforms for engagement and consistency
- How your business presents itself
- Engagement with followers
- Quality and consistency of content
- Googles service to find a secondary review / rating of the company
- Additionally can:
- Review and search for the people behind the business and their credibility.
- Research service details and pricing
- Reads blog/content to assess expertise and approach
Their problems
Problems they’re experiencing that make them seek out your services.
- Depression and anxiety symptoms
- Overwhelming feelings of isolation and lack of support ("no village")
- Identity loss and transition struggles in motherhood
- Relationship/partnership strain and communication challenges
The feelings their experiencing because of these problems.
- Ashamed and guilty about struggling with motherhood
- Completely alone and isolated in their struggles
- Fear that these feelings will never end
- Loss of their former self and identity
Primary hesitations or barriers preventing them from taking action.
- Lack of awareness that their feelings are symptoms - not recognizing that irritability, rage, overwhelm, or identity loss are signs of postpartum mental health challenges
- Normalization of struggle - belief that feeling this way is "just part of motherhood" and that they should be able to handle it
- Uncertainty about what help looks like - not knowing what maternal mental health support actually entails or how it could help their specific situation
- Unaware of virtual support options - don't realize they can get professional help that fits their schedule and doesn't require leaving home
Their goals
Successes they want to experience from your services.
- Better mental health and emotional stability
- Confidence in their parenting abilities
- Strong support system and community connection
- Improved relationship with partner and family dynamics
What they want to feel from your services.
- Supported and understood in their struggles
- Connection - connected to others who understand
- Hope that they will feel like themselves again
- Empowered as a mother and confident in their abilities
Healthcare Providers. Secondary customer
Who they are.
Medical professionals and wellness practitioners (OBGYNs, Pediatricians, Doulas) who work directly with mothers during pregnancy, birth, and early childhood stages.
Their attributes.
- 30-65 years old
- Mixed gender
- Middle to high income
How they like to be spoken to.
- Tone to use: Professional-collaborative
- Language complexity to use: Detailed and evidence-based
How they interact socially.
Their preferred content format
- Short-form text with bullet points providing statistics when needed.
Primary social platform they use. (in order of importance)
Their research process to decide on a service.
- Research Style: Extensive
- Evidence-based validation required
- Heavy emphasis on professional credentials and outcomes data
- Consultation with professional network required
- Limited time for research (2-3 focused sessions)
- Decisions typically made within 1-2 weeks
Their process to decide on your service.
- Views website's professional/provider section
- Reviews clinical credentials and professional backgrounds
- Examines treatment approaches and methodologies
- Investigates insurance partnerships and referral processes
- Evaluates ease of patient access and appointment availability
- Checks professional network for peer reviews/recommendations
Their problems.
Problems they're experiencing that make them seek our yout services.
- Lack of reliable mental health referral options for patients
- High volume of patients needing maternal mental health support
- Limited time to provide comprehensive mental health care
- Difficulty tracking patient follow-through with referrals
The feelings their experiencing because of these problems.
- Frustrated by inability to fully support struggling patients
- Concerned about patient outcomes
- Overwhelmed by increasing mental health needs
- Professional obligation to provide comprehensive care solutions
Primary hesitations or barriers preventing them from taking action.
- Uncertainty about virtual care effectiveness
- Concerns about continuity of care and communication
- Questions about insurance coverage and patient costs
- Need for evidence of positive patient outcomes
Their goals.
Successes they want to experience from your services.
- Reliable referral partner for maternal mental health
- Improved patient outcomes and satisfaction
- Efficient referral process that saves time
- Clear communication about patient progress
What they want to feel from your services.
- Confident in the quality of care their patients will receive
- Supported in providing comprehensive patient care
- Connected to a professional network of maternal care providers
- Assured about patient follow-through and outcomes
Corporate Customers. Secondary customer
Who they are.
Organizations seeking to provide maternal wellness support as either employee benefits or value-add services to their existing maternal customer base.
Their attributes.
- 35-55 (Decision makers in benefits/partnerships)
- Mixed gender
- Mid to large-sized companies
How they like to be spoken to.
- Tone to use: Professional-collaborative
- Language complexity to use: Detailed and ROI-focused
How they interact socially.
Their preferred content format
- Case studies and data presentations
Primary social platform they use. (in order of importance)
Their research process to decide on a service.
- Research Style: Structured
- Multiple stakeholders involved in decision
- Focus on ROI and employee utilization data
- Formal vendor evaluation process
- Compliance and security validation required
- Decision timeline: 1-3 months
- Multiple department approvals needed
Their process to decide on your service.
- Views website's corporate/partnership section
- Downloads enterprise information packet
- Reviews case studies and implementation examples
- Examines pricing and ROI data
- Validates security and compliance standards
- Checks references from similar organizations
- Schedules demo/presentation for stakeholders
- Internal committee review
- Legal/compliance review
Their problems.
Problems they're experiencing that make them seek our yout services.
- High maternal employee turnover rates
- Rising healthcare/mental health costs
- Limited support for employees during parental leave
- Difficulty differentiating benefits package from competitors
The feelings their experiencing because of these problems.
- Concerned about employee retention and satisfaction
- Pressured to provide competitive family benefits
- Frustrated by underutilization of existing benefits
- Worried about ROI on wellness programs
Primary hesitations or barriers preventing them from taking action.
- Uncertainty about employee adoption rates
- Questions about measuring program success
- Concerns about implementation complexity
- Budget justification requirements
Their goals.
Successes they want to experience from your services.
- Improved maternal employee retention
- Reduced healthcare costs
- Enhanced benefits package differentiation
- Increased employee satisfaction scores
What they want to feel from your services.
- Confident in the ROI of their investment
- Assured about implementation support
- Trust in program effectiveness
- Pride in supporting employee wellbeing