I'm Brendon Rowe, MBA — a freelance connected TV and television advertising consultant with 14+ years in growth marketing and 7+ years leading HIPAA-compliant acquisition in health and wellness. At TouchNote I bought CTV, cable, and news networks and led the creation of a new commercial that beat the previous spot by 8% and, cut down, became our best-performing Facebook ad. I'm currently advising Weill Cornell on CTV. TV is planned by geography, tested against holdout markets, and read on branded search, calls, and admissions.
TV doesn't leave a click, so I don't pretend it does. One market gets the flight; a matched market doesn't. Then I read branded search, calls, and admissions in both. Drag the flight and watch how the read changes. The numbers here are illustrative; this is how I'd design the test for a treatment center.
Enough to read branded search and calls with confidence. Admissions lag two to four weeks, so the CRM read comes after the flight.
Buying it and making the spot at TouchNote; advising on it at Weill Cornell now.
Bought CTV, cable, and news networks within a $4M paid budget and led the creation of a new commercial. It outperformed the previous spot by 8%, and the cut-down version became the best-performing ad on Facebook. Subscriptions doubled that year across the full channel mix.
Currently advising an academic medical center on CTV. Early in the engagement, so no results to report yet; the work is audience definition, the creative approach, and the measurement plan that come before spend.
The person you're reaching is a parent or spouse who has the TV on while they search on their phone. The spot's job is to make the name they type next yours. That shaped the commercial I led at TouchNote, which beat the previous spot by 8% and, cut down, became our best-performing Facebook ad. One shoot, two channels.
Tap a creative rule to see the reason behind it.
The response to healthcare TV is a branded search on a phone. If the viewer can’t spell the name, the spot didn’t work.
Not “evidence-based continuum of care.” “We answer the phone at 2 a.m.” Clinical accuracy is checked afterward; the promise comes first.
Treatment is a trust decision. Real facility footage and real staff outperform stock, and the number on screen is the one call tracking can read.
The TouchNote commercial was planned so the strongest moments stood alone. The cut-down became our best Facebook ad, so the production budget worked twice.
Supers carry the message. The viewer is half-watching, and the copy is what they’ll type next.
Sensitive-category rules, network standards, and no implied outcomes. I’ve run compliant acquisition for seven years; the spot is reviewed before a dollar is spent on production.
Market-by-market assessment: search saturation, CPC trend, competitor presence, and whether branded demand has room to grow.
CTV, cable, and news-network plans by geography and daypart, with frequency caps and budgets sized to be measurable.
Brief, script, and production direction for a spot built to be cut down for social, reviewed for sensitive-category compliance before the shoot.
Matched test and holdout markets, flight length, and the pre-registered read-out so the result isn’t argued about afterward.
Call tracking numbers, branded-search monitoring, and CRM admissions joined into one report; GA4 and Tag Manager configured HIPAA-aware.
Lift, cost per incremental inquiry, and payback against LTV, written up for leadership with a recommendation to scale, adjust, or stop.
Send me your markets, your budget, and your last flight if you've run one. I'll tell you whether TV should be in the plan and exactly how we'd know if it worked.