#2: Get more of what’s already working

(Lookalikes)

The situation

• You’ve figured out what “good” looks like — but growth is slowing.

• You want more of the right people, not just more traffic.

Why teams do this

Teams use lookalikes to:

• Find new prospects similar to high-value users

• Scale acquisition more efficiently

• Improve ad platform learning

The mental model

You’re teaching the platform what “good” looks like, and then letting it go find more people like that.

This is how ecommerce and SaaS teams scale. Now healthcare teams can do the same.

Typical audience logic (conceptual)

• Start with a strong seed audience

• Exclude the seed

• Let platforms expand

What this usually improves

• CPA at scale

• Reach without sacrificing quality

• Predictability of growth

Learn more: Lookalike docs