Create Marketing Channels

A marketing strategy focused on creating and owning marketing channels rather than competing in auction-based advertising platforms like Facebook and Instagram.

Core Strategy Philosophy

• Focus on creating inventory rather than buying existing inventory
• Minimize capital deployment in free market auction-based platforms
• Build proprietary relationships with partners directly
• Look for opportunities to own unique marketing channels

Implementation Approach

• Marketing team actively scouts locations and opportunities
  • Gyms, locker rooms, restaurants, bars, stadiums
  • Look for spaces where target customers naturally congregate
  • Match marketing placement to specific medical conditions and demographics

Channel Examples

• Sports venues
  • Direct partnerships with organizations like SF Giants
  • Urinal advertising in stadiums
• Bar partnerships
  • Custom branded coasters in bars
  • Direct relationships with bar owners or alcohol distributors
• Location-specific targeting
  • Hair loss ads in gym locker rooms
  • ED messaging in appropriate private spaces
  • Birth control and acne treatments in women-focused locations

Strategic Benefits

• Reduces dependence on auction-based marketing platforms
• Avoids common pitfalls of digital advertising
  • Rising costs due to saturation
  • Declining customer retention
  • Deteriorating unit economics
• Creates unique, owned marketing channels
• Builds long-term brand equity
• Allows for targeted messaging based on context and audience

Investment Philosophy

• Requires longer-term view on revenue generation
• Allocates specific portion of capital to brand building
• Accepts initial losses to build equity-based value
• Maintains balance between brand investment and efficient spending
• Focuses on building depth of customer relationships