#218 - CTV Isn't Just a Branding Channel Anymore

Your bottom-funnel channels can only take you so far. If you're pouring more budget into search or Meta and paying more for the same pool of patients, it may be time to rethink how you're generating demand. On this episode of the Ignite Healthcare Marketing Podcast, Lauren Leone, President of Cardinal Digital Marketing, sits down with Ruchi Patel, Group Media Director at Cardinal, to explain why Connected TV has evolved from a branding tactic into one of healthcare marketing's most effective demand generation channels. Drawing from real client campaigns, Ruchi shares how healthcare organizations can overcome market saturation, expand their audience before patients start searching, and turn CTV into an evergreen driver of patient growth. You'll learn: Why bottom-funnel marketing eventually reaches a growth ceiling How CTV creates demand that improves downstream conversions The KPIs that prove CTV is driving business results How to optimize CTV with audience, creative, and cross-channel testing If you want to build a more sustainable patient acquisition strategy instead of simply spending more on existing channels, this is an episode you won't want to miss. RELATED RESOURCES When & How to Expand Your Healthcare Media Mix - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/expanding-channel-media-mix-strategy/ How to Build a Full-Funnel Healthcare Marketing Strategy  - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-marketing-strategy/ How to Build a Full-Funnel Healthcare Marketing Strategy - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-full-funnel-marketing-strategy/ Performance Creative: The Key to Paid Media Success - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/performance-creative-the-key-to-paid-media-success/