Each placement is triggered by a signal the member already shows — so a brand reaches the right member at the right moment, not a random impression. Wellness brands run directly; prescription brands run clinician-gated.
Sponsors don't buy impressions — they buy scored access to qualified, high-intent members. Each placement gets an internal opportunity score, and every brand is sorted into one of two tiers.
| Brand | Category | Intent signal (real) | Surface & placement | Tier |
|---|---|---|---|---|
| Bobbie | Infant formula | Newborn registrations + feeding questions Baker Baby audience |
Baker Baby home · sponsored module + member offer | ● Wellness |
| Jona | Gut-health test | Labs engagement + digestive mentions 459K lab screen views · 24,336 PhenoAge taps |
Labs screen · contextual test offer | ● Wellness |
| Zepbound | GLP-1 (prescription) | Weight-loss / GLP-1 requests in chat 23,363 requests · 6,982 shot bookings |
Metabolic module · education + eligibility → Baker consult | ● Rx · gated |
Wellness tier (Bobbie, Jona): consumer brands can run intent-based placements and member offers directly, with redemption attribution. Rx tier (Zepbound): a prescription drug can't be advertised like a supplement — placement stays educational and clinician-gated, routing to a Baker care consult rather than a "buy" button. Infant formula also carries its own marketing-code sensitivities, so Bobbie creative gets a light review. This tiering isn't a limitation — it's the reason Baker's inventory is defensible and worth a premium: we sell qualified clinical intent, safely, which a banner network can't. Rx placements need a compliance pass before they go live.
Figures & brands are illustrative for this example. Intent volumes are real, from the engagement data. Clinical appropriateness is always decided by Baker's care team and never overridden by a sponsor.