UPRYT / GTM audit / November 2026

Prepared for the Curie team

Your 30-year head start needs a 90-day plan.

People search for the medications Curie already sells hundreds of thousands of times a month. Here's how to turn that demand into paying patients, measured from the first click.

See the audit See the GTM plan

Why we're here

Michael and the Curie team,

Thank you for the time on our call. You said two things that stuck with us: you're confident Curie can put serious money into ads and have it convert, and you want the funnel tuned before you do. We agree with both, so we spent the time since our call going through Curie the way a new growth lead would on day one.

We went through gocurie.com page by page, walked the start of the weight loss intake, pulled your live ads from the Meta Ad Library, checked what your site loads in the browser, looked at how Curie shows up in search, and read through your Funnel Pages, Landing Page and Paid Media files in Figma.

What we found is a team that can clearly build. You built prescriptions, labs and diagnostics in-house, the product pages cite their trials, and the Figma work shows real angle testing. The gap is not talent. It is that acquisition is not yet a system: most of your paying customers came in through your physicians by hand, and the ads that are running aren't yet tagged to show which ad made a paying patient. What's missing is a growth lead: someone who sets the direction, decides with you what your team builds next for revenue, and runs the channels that bring patients in. That's the seat we would fill.

Below is the audit, then how we'd get the funnel ready to scale, how we'd work with your team, and the plan.

Ryan, Natalie & Ripal, UPRYT

Audit scorecard

Eight things that decide whether launch spend works

BrokenPartialWorking
1

Broken

6

Partial

1

Working

1. Measurement and attribution

Partial
  • Smart call: no Meta Pixel, GA4 or Tag Manager loads in the browser on the homepage, /weight-loss/wegovy-pill or the intake at /visit/wm. For a health company, keeping ad tags off intake pages is the safer setup.
  • PostHog is the source of truth, served through your own /ingest path, alongside Vercel Analytics. It records Meta's click ID (fbclid) when people arrive from an ad.
  • What we can't see from outside: whether PostHog sends approved-patient conversions back to Meta (its Meta Ads Conversions destination does this) and Google. Without that, Meta optimizes toward clicks rather than patients.
  • The three live ads link with no UTM parameters, only fbclid, so PostHog can tell a visitor came from Meta but not which campaign, ad set or creative.
What we'd doKeep PostHog at the center. Confirm or set up the Meta and Google conversion destinations (sending no health details), add a UTM and ad naming standard, and build PostHog funnels from ad click to approved patient to refill, by campaign and creative.

2. Copy and proof

Partial
  • The homepage's headline stats belong to prediction care, which launches early 2027. Someone ready to buy today has to dig to find what they can buy.
  • The footer's Privacy Policy link opens the Terms of Service; /privacy returns 404.
  • Two homepage typos: "that could prevented" and "see what your prediction plan."
What we'd doTighten the copy so every page points to something people can buy today. It also keeps Meta's ad review from slowing things down once spend goes up.

3. The pitch versus the price

Broken
  • /weight-loss and /hair-loss lead with "The lowest price in the nation."
  • Curie's prices match the manufacturers' own self-pay programs: Wegovy pill from $149 (NovoCare, 1.5 and 4 mg), Wegovy pen $199 (NovoCare intro), Foundayo from $149 (LillyDirect), Zepbound from $299 (Lilly self-pay, 2.5 mg).
  • Ro and other telehealth brands sell the same drugs at the same starting prices.
What we'd doStop competing on a price everyone shares. Sell what only Curie has: the medication plus a view of what it is changing everywhere else. Your own Figma already says it (see the plan).

4. Positioning and homepage

Partial
  • The homepage hero sells Prediction Care ("Look 30 years into the future"). The products you can buy today appear only in the footer.
  • The Instagram bio and the site footer say "The World's First Healthcare Company", a line a reader can't check and that doesn't say what Curie does.
  • The name "Curie" is shared with Curie.Bio, Curie AI, a personal care brand and Marie Curie herself, so brand search needs a plan.
  • Figma's Testing page holds 9+ competing homepage headlines; a team note on the canvas is still weighing whether to prove out prediction care or point to reactive healthcare as the problem.
What we'd doOne sentence per product, one story for the company, and a homepage that routes to what is live today while it builds the waitlist.

5. Funnel and capture

Partial
  • Strong: the intake at /visit/wm starts with one tap ("How much weight do you want to lose?"), then asks date of birth. We stopped there and entered nothing.
  • Strong: the waitlist asks only for email and gives 10 invites, a real referral loop.
  • Strong: checkout comes first and a physician then approves or declines, so a paid order is a clean conversion to measure.
  • Unclear: when email or phone is captured in the intake, and whether people who stop halfway hear from you again.
  • Copy drift: /weight-loss says "Doctors review your request instantly"; the ads say "Doctor reviewed same-day."
What we'd doMap the full intake with your team, capture consented contact early, and build recovery and refill flows that run without anyone touching them.

6. Paid media

Partial
  • Early days: a small Meta test so far, with 3 live ads using 2 creatives, both leading with price ("Get the Wegovy Pill for $149/mo").
  • In Figma: a Meta placement template with safe zones, ~70 vertical GLP-1 frames, and 30 Prediction story frames testing distinct angles (parents, knitting, gaming), plus a "2 AM. Sunday" healthcare chat concept.
  • Nothing for Google Search yet, where intent is highest: "wegovy pill" 192K searches a month at about $20 a click, "foundayo" 86K at about $5 (Ahrefs, US).
  • The ads' link line reads "Healthcare Reimagined", your sitewide meta description.
What we'd doShip the angles you already designed, add structure and naming so tests read cleanly, and open Google Search where your certifications allow.

7. Organic and search

Partial
  • Instagram @go.curie: 3 posts, 272 followers (Nov 6, 2026).
  • Hard to find: Ahrefs shows Domain Rating 6, 2 ranking keywords and about 1 organic visit a month in the US, against 192K monthly searches for "wegovy pill" and 86K for "foundayo".
  • Already in place: a clean /llms.txt that tells AI assistants exactly what Curie sells, and product pages for each drug.
What we'd doQuick wins first: unique titles and descriptions for every weight loss and hair loss page, a complete sitemap and stronger internal links. Then physician-led content and comparison pages people actually search ("Wegovy pill vs Foundayo").

8. Trust foundation

Working
  • LegitScript badge linked from the footer.
  • /providers names three physicians: Michael Abrouk, MD; Srikanth Krishnan, MD; Jay Patel, MD.
  • /coverage clearly lists the six states: CA, IL, TX, FL, NY, MA.
  • Drug pages cite their trials (OASIS 4 on the Wegovy pill page, STEP-1 on /weight-loss), and the Wegovy pill page adds "Your results may differ."
What we'd doPut this proof where buyers decide: in the ads, the hero and the intake, not only on secondary pages.

Before you spend big

Tune the funnel, then turn up the spend

Ad money buys reach. Whether that reach turns into paying patients is decided by everything around the ad: what Meta is told counts as a win, which creative earns more budget, what happens after the click, and who is watching every day. You said you want the funnel tuned before you spend big. That is exactly the work.

MORE SPEND, AS THINGS STAND

More of the same signals, louder

3 live ads on 2 creatives, both leading with a price anyone can match. Ad links with no UTM tags, so PostHog can't split results by campaign or creative. PostHog shows what happens on your site, but unless paid orders are sent back to Meta, Meta can't learn which ads made paying patients and optimizes for clicks. No Google Search, where "wegovy pill" alone is searched 192K times a month. Spend scales; learning doesn't.

THE SAME AD DOLLARS, WITH US RUNNING THEM

Every dollar tied to a paid checkout

Your checkout comes before the physician visit, which makes a paid order a clean conversion signal with no diagnosis attached. We send that signal to Meta and Google from PostHog with health details stripped out, name and tag every ad, design and test new angles in your Figma every week, and watch the accounts daily so budget moves on early signals.

Spend gates: the lines we won't cross without hitting your CAC

You said you're confident $10M in ads would convert. Gates are how you get there without paying to find out. The CAC target comes from your margin per order, set together before any money moves.

GATE 0

Tracking verified

Paid checkouts reach Meta and Google, health details stripped. Every ad tagged. Until then, spend stays where it is.

GATE 1

Test the offer that converts

GLP-1 angles at a test budget. Budget moves up only when cost per paid checkout holds at or under target on enough orders to trust.

GATE 2

Scale in steps

Raise budget in steps of about 20% while CAC holds. Open Google Search on drug-name demand.

GATE 3

Expand

Hair loss, new states and prediction care sign-ups, each with its own CAC target.

Your first 30 days

WEEK 1

Growth plan

Your 90-day growth plan, CAC targets and the first priority list for your developers and designers, including the search architecture for weight loss and hair loss.

WEEK 1

Conversion tracking

Paid checkout and approval events from PostHog to Meta and Google, plus a UTM and naming standard.

WEEK 1

GLP-1 creative test plan

Built off the offer already converting, with angles from your Figma and new ones we design there.

WEEKS 2 TO 4

Gate 1, live

Test budget running, daily monitoring, a weekly readout in PostHog, and the first priorities shipped by your team.

How we work with you

A growth team, not a vendor

We work as Curie's embedded growth team, a fractional CMO and CRO. We own the growth plan and answer for the number that matters: paying patients per dollar. We set the direction for your developers and designers, and we do the specialist work ourselves.

01

We set the direction

The growth strategy, the 90-day plan and the weekly priorities. Together with you, we decide what gets built, tested and funded next, and why.

02

We direct your builders

Clear briefs and specs for your developers and designers, creative direction, and review of what ships. Your team stays focused on the product while every build ties back to revenue.

03

We run the specialist work

Tracking and attribution, ad design in your Figma, Meta and Google buying with daily monitoring, experiments on the offer, intake and checkout, lifecycle and search.

04

We see what's too close to see

A privacy link that opens the terms, homepage stats for a product that hasn't launched yet, ads that can't be told apart by campaign, experiments switched off in PostHog. None of it is hard to fix. It is hard to notice from inside while you are shipping.

Your team

Builds and ships

  • Product, checkout, intake and prediction care
  • Site and product changes, from the priorities we set together
  • Brand and product design
  • Clinical decisions and final say on copy and creative

UPRYT

Leads growth

  • Growth strategy, CAC targets and the weekly priorities for your team
  • Briefs, specs and creative direction for your developers and designers
  • Tracking, attribution and the weekly readout in PostHog
  • Ad design, media buying, experiments, lifecycle and search

How the money works

  • Your ad budget is 100% media. Every dollar goes to Meta and Google, from your own ad accounts. It is released gate by gate and only grows while cost per paid checkout holds at or under your target.
  • UPRYT is a separate flat fee, from $10K a month. No percent of spend, no capped hours, no long-term contract.
  • Our fee doesn't change with your ad spend. Whether you spend $10K or $250K a month on ads, the fee is the same, so we are never rewarded for pushing budget you shouldn't spend.

No "lose money for three months"

We don't ask for a quarter of patience. The gates mean no new spend runs until tracking is right, and no budget grows until the numbers earn it. You see cost per paid checkout by product, campaign and creative in your own PostHog, and we read it with you every week.

Natalie, on our team, has grown an ad budget from $5K to $250K a month. That is the discipline we bring to yours.

We work as part of your team: in your brand, your ad accounts and your Figma. The accounts, data and creative stay yours.

What you already own

More than most teams at launch

None of this needs rebuilding. It needs pointing in one direction.

A real brand

A serif and grotesk system, a cream and ink palette, the dot-ring mark and cinematic photography. It already looks like a category leader.

Two live revenue lines

Four FDA-approved GLP-1s and six hair loss treatments, priced, with product pages, shipping and a working intake.

A flagship with a waitlist

Prediction Care, with a capped first 1,000, "$1,000 of healthcare prediction value, free" and 10 invites per person.

Clinical credibility

Named physicians, licensed state by state, LegitScript, and trial-cited stats on the drug pages.

Product analytics

PostHog is already installed through a first-party path. Funnels and experiments can run on it tomorrow.

A deep creative bench

Funnels, landers and ad concepts already designed in Figma, including a careful heart scan (CCTA) copy brief.

The audit

What we checked, and where

AreaFindingSource, checked Nov 6, 2026
Live productsWeight loss: Wegovy pill from $149, Foundayo from $149, Wegovy pen from $199, Zepbound KwikPen from $299. Hair loss: 6 treatments from $34 a month.gocurie.com/weight-loss, /hair-loss, /llms.txt
Where Curie treatsCalifornia, Illinois, Texas, Florida, New York, Massachusetts.gocurie.com/coverage
Prediction Care"Coming soon, launching early 2027." Waitlist limited to the first 1,000 people.gocurie.com, /waitlist
Live ads3 active Meta ads, 2 creatives, started Oct 14 and Oct 22, 2026; Facebook, Instagram, WhatsApp, Threads and other Meta placements.Meta Ad Library, search "gocurie.com"
Browser tagsPostHog (first-party) and Vercel Analytics present. No Meta Pixel, GA4, GTM or TikTok tag in the browser. No cookie banner seen on the homepage.Homepage, /weight-loss/wegovy-pill, /visit/wm
Manufacturer pricesNovoCare: Wegovy pill $149 (1.5 and 4 mg), pen $199 intro for new patients. LillyDirect: Foundayo from $149.novocare.com; Lilly launch release (Apr 2026)
Search footprintDomain Rating 6; 2 organic keywords; about 1 visit a month (US).Ahrefs, Nov 5, 2026
Search demand"wegovy pill" 192K a month; "foundayo" 86K; "wegovy pill price" 3.5K; "function health" 95K; "superpower health" 4.3K.Ahrefs Keywords Explorer, US
Social@go.curie on Instagram: 3 posts, 272 followers, links to /weight-loss.instagram.com/go.curie
Site detailsEvery page checked uses the meta description "Healthcare Reimagined". The sitemap lists 16 URLs but not /coverage or /providers.Page source; /sitemap.xml
Copy errorsHomepage: "that could prevented" and "see what your prediction plan."gocurie.com

Where you are today

Three doors, three different stories

Someone who finds Curie from an ad, from the homepage and from the waitlist link gets a different product, a different promise and a different price each time.

HOMEPAGE · gocurie.com

Curie homepage hero: Look 30 years into the future 1 2 3
  1. 1Sells the 2027 product. The products you can buy today are not mentioned above the footer.
  2. 2"Free to use" here, "$1,000 of healthcare prediction value, free" on the waitlist, "Comes Complimentary to early waitlist members" on /hair-loss. One offer, three phrasings.
  3. 3"HIPAA Compliant & Private" is a good trust cue; keep it and back it with a working privacy policy link.

LIVE META ADS · Ad Library

Two active Curie Meta ads selling the Wegovy pen at $199 and the Wegovy pill at $149 1 2 3
  1. 1Price-only message. The same drug at the same price is available from the manufacturer and other telehealth brands.
  2. 2The link line reads "Healthcare Reimagined", your sitewide meta description.
  3. 3"Doctor reviewed same-day" here; "Doctors review your request instantly" on the site.

WHERE THE ADS LAND · /weight-loss

Curie weight loss page: GLP-1s as you need them 1 2
  1. 1"The lowest price in the nation." Hard to prove when prices match NovoCare and LillyDirect, and the wrong thing to win on.
  2. 2Clear choice in the hero: buy now or ask first. Good, and easy to measure once events are in.

THE WAITLIST · /waitlist

Curie waitlist: enter your email, get 10 invites 1 2
  1. 1Email only. Lowest possible friction.
  2. 2"Get 10 invites" is a referral engine waiting to be measured and rewarded.

The GTM plan, zero to one

Free prediction in, paid care out

Your model works like $0 trades: free prediction care brings people in, and medications, labs and diagnostics pay for it. Today the free door is a waitlist and most paying customers are onboarded by hand through your physicians. The plan builds both doors to run on their own, so growth no longer depends on physician time, and every ad dollar can be traced to a paid order.

The free front door

Prediction care

Low-cost reach and the reason to choose Curie. Today a waitlist with 10 invites per person; the questionnaire ("Which disease am I most likely to have?") is a natural first step to capture.

→

Where revenue comes from

Medications, labs, diagnostics

Live now: GLP-1s and hair loss in six states, with high-intent search demand. Priced at parity, so prediction care is what makes Curie the one to choose.

The line your team already wrote

"A GLP-1 can change the number on the scale. But what is it changing everywhere else, and what to do next."

Paid Media file, Prediction page. The hair loss page says the same thing: each medication you take affects your overall health into the future. That is the position. It turns a price-parity product into a Curie-only one.

What changes

Two loops, measured end to end. Free door: ads and content bring people to prediction care, and each one is shown the care that fits them. Paid door: high-intent ads sell medications directly, and every buyer gets founding access to prediction care. Every step is measured in PostHog.

01

Measure everything

  • PostHog conversion destinations for Meta and Google, sending no health details
  • UTM and ad naming standard
  • PostHog funnels: ad click, checkout, approved, first shipment, refill
  • Consent banner and a real privacy policy page
02

Tune before you scale

  • Switch on PostHog experiments (feature flags are off today)
  • A/B test the offer, the intake and the checkout steps
  • Heatmaps and a one-question survey at the intake drop-off
  • Ship what wins, then put spend behind it
03

One story

  • One sentence per product and one for Curie
  • Homepage routes to what is live and grows the waitlist
  • One offer across homepage, waitlist and hair loss page
  • Brand search plan for a shared name
04

Paid that learns

  • Meta: ship the angles already in Figma; prospecting by product
  • Retargeting only on non-sensitive signals, inside Meta's health rules
  • Google Search on drug-name demand where certification allows
  • Weekly creative tests with a clear winner rule
05

Lifecycle that runs itself

  • Consented email and SMS for intake drop-offs
  • Refill and check-in flows
  • Buyer to founding member offer for Prediction Care
  • Reward the 10-invite loop and track it
06

Organic and search

  • Physician-led short video and posts every week
  • Comparison pages people search ("Wegovy pill vs Foundayo")
  • Fix meta descriptions, link previews and sitemap
  • Keep /llms.txt current for AI search

This is one engine. Every workstream runs every week, not one at a time.

Your Figma files

Good work, waiting for a decision

Across your Funnel Pages, Landing Page and Paid Media files, the design work is ahead of the go-to-market. Here is what stood out.

Funnel Pages

GLP1 · CCTA · HEALTHCARE CHAT

  • The GLP1 page holds 158 frames, 7 of them named "GLP1 Funnel Final." The flow runs ad, funnel page, chat intake, physician.
  • The CCTA heart scan funnel shows several price points across versions and notes on local Los Angeles-area targeting.
  • A careful CCTA copy brief sits on the canvas. We would make it the source of truth.

Landing Page

TESTING

  • 107 frames on the Testing page, with 9+ headline candidates.
  • A clear persona ("Alex, 42, employed, insured") and sharp framing against Function and Superpower.
  • The open question in the file is the one this plan answers: what does the homepage lead with?

Paid Media

GLP-1 · PREDICTION · CCTA · HAIR LOSS

  • A Meta placement template with safe zones for feed, Reels, Stories and Threads.
  • Prediction concepts testing real angles, though claims vary between frames ("500 diseases" and "10 diseases in 10 minutes").
  • Meta only so far: no Google, TikTok or YouTube sizes yet.

90-day roadmap

Fix it, turn it on, prove it

DAYS 1 TO 30

Fix the foundation

  • Growth plan, CAC targets and team priorities set
  • Conversion events and UTMs live
  • Copy fixes live on site and in ads
  • Privacy link, meta descriptions and link previews fixed
  • Homepage routes to live products and the waitlist
Proof: every ad click traceable to an intake and an order
DAYS 31 TO 60

Turn it on

  • Meta rebuilt by product with the Figma angles in test
  • Google Search pilot where certification allows
  • Drop-off, refill and founding member flows live
  • Weekly organic rhythm with physicians on camera
Proof: cost per paid checkout, by product and by angle
DAYS 61 TO 90

Prove it

  • Scale the angles that win; cut the ones that don't
  • Waitlist growth and invite rate reported weekly
  • Prediction Care launch plan built on real buyer data
  • Next-state launch playbook ready to repeat
Proof: the targets we set together at kickoff

Next steps

Ready when you are

Hop on a call with Ryan to talk it through.

×UPRYT, your growth partners
Sources: gocurie.com pages, /llms.txt and /sitemap.xml, and the start of the intake at /visit/wm, checked Nov 6, 2026 in a desktop browser; Meta Ad Library (US, "gocurie.com"), Nov 6, 2026; Ahrefs Site Explorer and Keywords Explorer (US), Nov 5 to 6, 2026; instagram.com/go.curie, Nov 6, 2026; NovoCare Wegovy pricing; Lilly Foundayo launch release; Reuters via Benefits and Pensions Monitor for Zepbound self-pay pricing (Apr 2026). Business details about Curie (paying customers, checkout order, ad spend to date) are from our intro call. Browser checks cannot see server-side tracking, including PostHog destinations (PostHog Meta Ads destination docs). Figma findings come from the Funnel Pages, Landing Page and Paid Media files. Curie's logo is used as published on gocurie.com. Headline and body fonts are close stand-ins for Curie's licensed fonts. No figures in this page are invented; nothing here is legal or regulatory advice.