The Secret Behind Marketing Sleep and Disrupting a $585 Billion Health Market ft. CEO Tim Rosa

[26:09] Multiple Media Channels vs. Single Strategies — Tim is currently running parallel experiments across connected TV, radio, print magazines, and streaming platforms, deliberately avoiding the Google and Meta saturation that drives up customer acquisition costs during peak seasons. This reflects a data-driven approach to channel strategy that’s available to startups but rarely executed by larger brands locked into annual media plans. For CMOs at established companies, this demonstrates the value of allocating 10-15% of media budget to continuous testing rather than optimizing single channels to death.