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Creative Strategy for Allara Health
Allara HealthFixing the Funnel and the Fatigue: Rebuilding Allara’s Paid Social Foundation
❋ Project ContextAllara Health provides virtual care for PCOS, hormonal health, and GLP‑1‑supported weight management. By the time this work began, their paid social had quietly narrowed to a single bottom‑of‑funnel retargeting campaign, spending heavily without an upper‑funnel prospecting layer to feed it. Their existing creative had concentrated around one high‑spend creator set that was clearly fatiguing.
❋ My RoleI led the creative strategy and direction for the rebuild, defining the personas, setting the “expert best friend” voice, shaping concept direction for both TikTok and Meta, and mapping how creative and measurement would work together to restore a healthy funnel.
Allara HealthThe Challenge
Before we partnered, Allara’s paid social program was caught between two competing pressures: the need to drive efficient growth and the need to communicate complex, clinically grounded care without oversimplifying or over‑promising. Their audiences were already overwhelmed by symptoms, conflicting information, and past experiences with the healthcare system, which made attention and trust fragile.
Existing creative leaned on broad wellness language and static visuals, which didn’t fully speak to high‑symptom, underserved patients or clearly differentiate Allara from generic telehealth and nutrition services. Landing pages mostly presented a single, linear story, making it difficult to guide different audience segments—from newly diagnosed to treatment‑experienced patients—toward the right next step in their care journey.
Layered on top of this was a strict compliance landscape: claims, phrasing, and even certain visual cues needed to be carefully managed. The team needed a creative strategy that could segment audiences, frame compliant yet compelling value propositions, and systematically test angles, formats, and UGC concepts without diluting clinical integrity.
Allara HealthApproach
Rebuilding around two core personas
❋ The dismissed woman who has been bounced between providers for years without a root‑cause diagnosis
❋ The GLP‑1 woman who wants medical and dietitian wrap‑around support that makes results lastEvery concept frames the problem as a system failure rather than doctor‑bashing, and uses an “expert best friend” voice that feels native to the feed instead of corporate or heavily branded.
Leaning into TikTok’s native strengths: On TikTok, direction leans into what’s already proven cheap and native on the account: refreshed diagnosis‑delay and “horror stories” carousels, plus new tests in clinician‑led education and trend‑native formats. Those include a breakup‑text style SMS mechanic and checklist‑style symptom reveals, all designed to reduce reliance on the single most expensive, most fatigued creator set and give Allara a more resilient library of creative.
Building layered creative for Meta:
❋ A founder‑story test where Allara’s co‑founder shares her own diagnosis journey❋ A symptom‑to‑root‑cause motion graphic that makes the care path clearer❋ A stat‑led proof play built around Allara’s “88% feel better within a month” figureThese run alongside diagnosis‑delay concepts carried over from TikTok, creating consistency in narrative across platforms while still playing to each channel’s strengths.
A snapshot of top performers, representing the creative formats or messaging that is consistently driving results.