Connected TV reaches the broad, older, at-risk audiences served by diabetes and cardiometabolic products – but the category's targeting restrictions, claim rules, and measurement gaps make waste easy. We create CTV programs with compliant creative and measurement that shows whether they actually drive enrollment.
The Challenge
You cannot target based on health condition, so a poor audience strategy wastes budget
Privacy rules mean you cannot simply target people with diabetes or heart disease on CTV, so reaching the right at-risk viewers takes smart proxy audiences, contextual placement, and geographic and demographic modeling. A program that assumes health-condition targeting is available ends up spraying budget across irrelevant households. Building an audience strategy that reaches at-risk viewers without protected-category targeting is a specific skill this channel demands.
The claims that drive conversions are the claims you cannot make on TV
A CTV spot that promises to reverse diabetes or cut heart-attack risk would convert well and get you an enforcement action, because health claims on a mass channel draw regulatory scrutiny. Creative that plays it too safe, meanwhile, fails to move anyone. Finding CTV creative that is both compliant and persuasive for a regulated health product is harder than for any consumer category, and generic ad shops routinely get it wrong in one direction or the other.
CTV is difficult to measure, so you cannot know whether it worked
Unlike search or social, CTV does not give you a clean click-to-conversion path, so without deliberate measurement you spend heavily on impressions and have no idea whether they drove enrollment. Health products with long consideration cycles make this worse, because the effect shows up weeks later through indirect paths. Proving CTV's contribution requires an incrementality and measurement approach most buyers of the channel never set up.
CTV rewards scale, and scaling an unmeasurable channel compounds the risk
The channel works best with real budget behind it, but pouring spend into a channel you cannot yet measure or whose creative is not proven compliant turns a promising channel into an expensive mistake. Companies either underfund CTV so it never gets a fair test or overfund it before the measurement and creative are ready. Sequencing the ramp so measurement and compliance are proven before scale is the discipline that separates a CTV win from a write-off.
How We Help
We begin by determining whether CTV fits your product, margin, and stage in the first place – it rewards patience and scale, so it is not right for every company, and we say that before you commit. When it is a fit, we develop the audience strategy to reach at-risk viewers without protected-category targeting, using proxy audiences, contextual placement, and geo-demographic modeling within our broader [growth strategy](/services/strategy/) work.
Strategy connects the media plan to the claim framework, because the two cannot be separated on a mass channel. We establish what the creative can and cannot say for your regulated product, then structure the ramp so compliance and measurement are validated at small scale before meaningful budget goes in – the sequencing that prevents CTV from becoming a costly guess.
Execution creates the CTV creative itself – persuasive, compliant spots that navigate between claims that convert and claims that invite enforcement – through our [creative](/services/creative/) practice, with each claim checked against your regulatory boundaries. This is the precise balance the channel requires and the point where generic ad production falls short.
We build the measurement approach from the outset as well: incrementality testing, geo holdouts, and modeled conversion paths that tie CTV exposure to enrollment despite the channel's limited click signal, connected to our [measurement](/services/measurement/) layer. This lets you determine whether CTV truly works before scaling it.
Measurement then controls the ramp – spend increases only as incrementality and compliant creative are validated, ensuring budget follows evidence instead of optimism. A channel this difficult to measure must earn its scale.
We do not simply book CTV inventory and hope it changes the number – we create a measurable, compliant CTV program structured so proof comes before scale.
What we deliver
- An honest read on whether CTV fits your product, margin, and stage
- An at-risk audience strategy that works without health-condition targeting
- A claim framework defining what CTV creative can and cannot say
- Persuasive, compliant CTV creative for a regulated health product
- An incrementality and measurement approach set up before scale
- A ramp where budget follows proven measurement and compliance
On CTV, you cannot target people by health condition or make the health claims that drive conversion – so success depends on reaching at-risk viewers through intelligent proxies, using creative that is both persuasive and compliant, and proving incrementality before scaling, because a channel this difficult to measure punishes budgets driven by optimism.
Our Methodology
Our 90-day sprint creates a measurable, compliant CTV program. Days 1-30 focus on assessment and fit: we verify that CTV suits your product, margin, and stage, develop the at-risk audience strategy through proxies and contextual placement, establish the claim framework with compliance input, and design the measurement approach before spending begins. The phase concludes with a media plan, claim framework, and measurement design.
Days 31-60 cover creative and a controlled launch. We create persuasive, compliant CTV creative, reviewing every claim against your regulatory boundaries, then launch at an intentionally small scale with incrementality measurement active from day one. Before using real budget, we prove that the creative converts and the measurement provides a clear read.
Days 61-90 are devoted to the measured ramp. We increase spend only as compliance and incrementality are demonstrated, refine creative and audiences based on the measurement findings, and document the program so your team can run it. Since CTV rewards scale but penalizes unmeasured scale, the sprint structures the ramp so evidence always leads the budget.
How We Work
During the first 30 days, we collaborate with your growth lead and compliance reviewer because the audience strategy, claim framework, and measurement design must all be resolved before spending begins. Expect working sessions that pressure-test CTV fit, develop the proxy audience approach, and establish what the creative can legally communicate.
Days 30-60 shift to creative development and a controlled launch. Instead of booking broad inventory, we create persuasive, compliant spots and launch at a small scale with incrementality measurement active, validating both the creative and the measurement read before scaling. Claim compliance is non-negotiable starting with the creative's first cut.
Days 60-90 center on the measured ramp. We scale only after proving compliance and incrementality, optimize audiences and creative according to the data, and hand off the program. Because CTV requires sustained budget and ongoing optimization to deliver, most engagements last 4-6 months to build a proven, scaled program rather than running a single flight.
The team includes a strategist responsible for media and measurement design, a creative resource producing compliant CTV spots, and a measurement resource managing incrementality testing – scaled according to the media investment rather than sold as a fixed package.
- At-risk reach at scale without relying on protected-category targeting
- CTV creative that is both persuasive and compliant
- Incrementality measurement that proves whether CTV drives enrollment
- A ramp where budget follows evidence instead of optimism
- A clear read on CTV's real contribution to your acquisition mix
If your diabetes & cardiometabolic health company needs connected tv advertising leadership, we should talk.
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Frequently asked questions
What does a connected TV advertising engagement cost for a diabetes or cardiometabolic company?
Management engagements generally cost $12K-$30K/month in addition to media spend, based on creative volume and measurement complexity. Pricing reflects the sophistication of the audience and measurement work and the volume of compliant creative produced, rather than a fixed impression goal. Since CTV rewards scale, we structure the ramp so media budget increases only when incrementality is proven, keeping the total cost per enrollment defensible.
Is CTV the right fit for a cardiometabolic health product?
It can be, since CTV reaches the broad, older, at-risk audiences these products are designed to serve – but it requires patience and rewards scale, making it unsuitable for certain stages and margins. We pressure-test the fit before you commit because pushing CTV onto the wrong product wastes meaningful budget. When the fit is right, it delivers reach into at-risk households that less scalable channels cannot equal.
How can you reach the right audience without health-condition data?
Privacy regulations prevent targeting people based on diabetes or heart disease, so we instead reach at-risk viewers through proxy audiences, contextual placement, and geographic and demographic modeling. Any program that assumes health-condition targeting is available will waste budget reaching irrelevant households. Developing this proxy audience strategy is central to making CTV effective for a regulated health product.
How do you make CTV creative persuasive while keeping it compliant?
We develop a claim framework with your compliance team and create ads that navigate between claims that convert and those that prompt enforcement, checking each claim against your regulatory boundaries. Creative that promises too much attracts scrutiny, while creative that is overly cautious persuades no one, making that balance the essential skill. This is where generic ad production usually fails in one direction or the other.
How can you prove CTV drives enrollment when measurement is difficult?
Before spending begins, we establish incrementality testing, geo holdouts, and modeled conversion paths so CTV exposure can be connected to enrollment despite the channel's weak click signal. Direct attribution is unreliable for health products with long consideration cycles, so measurement accounts for indirect and delayed effects. This approach allows you to scale based on evidence rather than faith.
What does the process of getting started with CTV involve?
We start by verifying that CTV fits your product and stage, developing the at-risk audience strategy, and creating the claim framework and measurement approach before spending begins. This provides a media plan and a method to prove it works before you commit meaningful budget. If your diabetes or cardiometabolic company needs at-risk reach without wasting money on an unmeasured channel, we should talk.
