CYH Preference Matrix
Source: Consultant (Marketing Architecture). The Preference Matrix is the execution engine of CYH's Marketing Architecture. Each dimension tells us what content/value prop to emphasize so messaging feels personalized, stigma-free, and relevant. Used for funnel personalization, offer optimization, and remarketing precision.
Full Matrix
| Dimension | Preference | Content / Value Prop Match |
|---|---|---|
| Goal | Moderation | Position CYH as optimization: "Small shifts unlock big gains — better sleep, more focus, and still have fun." Abstinence framing feels too extreme. |
| Abstinence | Position CYH as pivot from good to great: "A proven path to the life you deserve." Moderation framing feels insufficient. | |
| Not Sure | Position CYH as exploration: "Keep your options open — see what balance looks like for you." Curiosity framing, no pressure. | |
| Motivator | Health | Lead with sleep, energy, focus outcomes. |
| Relationships | Lead with trust, intimacy, family harmony. | |
| Performance | Lead with productivity, career resilience. | |
| Identity | Lead with dignity, agency, self-respect. | |
| Goal Horizon | Micro | Lead with Primary Motivators (above). |
| Macro | Lead with aspirational messaging "live the life you want now." | |
| Trust Source | Clinical | Emphasize data, outcomes, rigor. |
| Therapeutic | Emphasize empathy, emotional validation. | |
| Mentor/Coach | Emphasize lived experience, relatable proof points, success stories. | |
| Structure | Customized | "Built for you" — highlight personalization. |
| Proven | "Trusted by thousands" — highlight credibility. | |
| Self-directed | "You choose your path" — highlight autonomy. | |
| Accountability | Self | Emphasize privacy, dashboards, trackers. |
| Partner | Emphasize relational nudges, shared progress. | |
| Group | Emphasize peer energy, community challenges. | |
| Learning Style | Self-paced | Micro-guides, adaptive modules, gamification. |
| 1:1 Direct | Coaching, medical consults, mentorship. | |
| Collaborative | Small groups, facilitated communities. | |
| Digital Engagement | High | Emphasize app tools, trackers, asynchronous support. |
| Low | Downplay digital reliance; highlight human touch. | |
| Human Engagement | High | Highlight relational support (doctor, coach, group). |
| Low | Highlight digital features/functionality. |
Funnel application: early persona identification
Most Google leads are searching "pill to quit drinking" — they want a fast, discreet path to naltrexone. The funnel must support a low-friction path for these users while still capturing enough signal to personalize for users who want more.
The three CYH personas
| Persona | Likely profile | Key signal |
|---|---|---|
| Mike Masker | Moderation goal, self-directed, low support, privacy-first | Goal = Moderation + Accountability = Self |
| Cara Caregiver | Relationships motivator, higher support preference, emotionally driven | Motivator = Relationships + Human Engagement = High |
| Doug Doer | Performance/Health motivator, structured, wants evidence + accountability | Motivator = Performance/Health + Trust Source = Clinical |
The minimum viable questions (what to ask early)
We should identify persona with at most 2 early questions. The highest-signal dimensions are:
- Goal (Moderation / Abstinence / Not Sure) — immediately differentiates messaging and plan defaults.
- Support preference (mostly on my own / occasional check-ins / regular support) — determines whether we pitch coaching at all and how we frame it.
These two questions split the three personas reliably enough to:
- Route Mike Masker (Moderation + Self) straight to the fast path: medication-only default, coaching as an add-on they can ignore.
- Route Cara Caregiver (Not Sure/Abstinence + Regular Support) toward the fuller plan with coaching surfaced prominently.
- Route Doug Doer (Abstinence + Occasional) toward the structured plan with clinical credibility leads.
Everything else in the matrix (Motivator, Trust Source, Learning Style, etc.) informs copy and messaging within each path — not branching decisions. We collect some of it passively (e.g., what they click on) and use it for remarketing precision.
What NOT to ask early
- Learning style — inferred from support preference and behavior.
- Digital / Human Engagement — inferred from support preference.
- Accountability type — inferred from Goal + Support preference.
- Trust Source — inferred from persona; surface the right social proof automatically.
Using the matrix for copy decisions
Once Goal and Support preference are captured, apply the matrix as follows:
- Moderation + Self: Autonomy framing ("you choose your path"), privacy emphasis, downplay human support, lead with health/performance outcomes. No coaching pitch on education screens.
- Moderation/Not Sure + Occasional: Balanced. Optional session framing ("Easy Button"), autonomy + light accountability. Surface coaching as "there if you want it."
- Abstinence/Not Sure + Regular: Empathy + credibility. Lead with relationships and identity outcomes. Coach = "ongoing support and accountability" not optional add-on.
BSS preview: 4-question funnel insert
A short biopsychosocial preview is shown to all users in the funnel (after support preference, before the plan builder). Framing: "Give us a head start on your program." Full BSS (24 questions) moves to onboarding.
The 4 selected questions
Selected by analyzing 300 BSS evaluation records for variance, predictive power of overall risk score, and persona differentiation.
| Field key | Question (paraphrased) | Why selected |
|---|---|---|
bssEmotionalAnxietyDepression |
How often do feelings of anxiety or depression lead you to drink? | Strongest predictor of overall BSS risk; flags emotional vs. situational drinker. |
bssHabitsBoredomDrinking |
How often do you drink out of boredom? | High-risk most frequently in dataset; the clearest Mike Masker signal. |
bssRelationshipsSomeoneToTalkTo |
Do you have someone to turn to when you want to talk about your challenges? | Highest variance; cleanly separates isolated vs. supported patients; primary coaching default driver. |
bssIdentityAlcoholEscapeDissatisfaction |
Do you use alcohol to escape feelings of dissatisfaction with your life? | Differentiates Cara Caregiver / identity-driven profiles; correlates with need for therapeutic framing. |
Routing logic from the 4 answers
| Pattern | Persona signal | Plan default |
|---|---|---|
| Relationships = Low | Isolated patient | Coaching ON by default |
| Emotional + Identity both High | Cara Caregiver | Therapeutic framing; coaching prominent |
| Habits = High, Relationships = OK | Mike Masker | Self-tools focus; coaching optional |
| All 4 moderate-to-low | Doug Doer | Clinical/structured framing |
What was excluded and why
- Health (sleep, physical) — lower variance in dataset; more clinical; belongs in full onboarding BSS.
- Environment (social triggers, home/work) — useful but redundant given the 4 above cover the main splits.
- Emotional non-alcohol coping — correlated with anxiety/depression question; not additive enough to justify a 5th question.
Related docs
- startNaltrexone-nextgen-funnel.md — Full next-gen funnel plan incorporating this matrix.
- care-intake-funnel.md — careIntake engineering shell (partially built).