St. Joseph Medical Corp — CGM / Libre 3 Plus
This report outlines TV and remnant advertising opportunities for St. Joseph Medical Corp to expand beyond digital (Google/Meta) into broadcast and connected TV. The CGM (Continuous Glucose Monitor) market is heavily TV-advertised by major players (Abbott, Dexcom), which means audiences are primed for the message. STJ can carve out a significant share of voice at a fraction of the cost through remnant inventory and targeted CTV/OTT.
Remnant advertising is unsold TV ad inventory that networks sell at deep discounts (50-80% off rate card) to fill time slots that would otherwise run PSAs or house ads. These are real commercial slots on real networks — just purchased last-minute at a discount.
| Step | Details |
|---|---|
| 1. Creative Production | Produce a :30 or :60 DRTV spot. Direct response format — show the product, explain the benefit, clear CTA (visit site or call). Budget: $3K-$15K for production. |
| 2. Media Buying Partner | Work with a remnant/DRTV media buyer who has relationships with networks. They negotiate unsold slots. |
| 3. Placement | Spots run on cable networks (CNN, Fox News, MSNBC, Weather Channel, Discovery, etc.) during unsold time — often daytime, late night, weekend, or cable news fill. |
| 4. Tracking | Unique phone numbers, vanity URLs, or UTM-tagged landing pages per flight to measure response. |
| 5. Optimization | After 2-4 weeks of data, shift spend toward highest-performing dayparts, networks, and creatives. |
| Type | Cost Range | Targeting | Best For | STJ Fit |
|---|---|---|---|---|
| Remnant TV (Linear) | $2-$8 CPM | Broad demo + daypart | Mass awareness, DRTV | Excellent |
| CTV / OTT (Streaming) | $10-$25 CPM | Age, income, health interests, geo | Targeted reach, measurable | Excellent |
| Standard Cable Buy | $15-$40 CPM | Network + daypart | Brand advertisers | Expensive |
| Local Broadcast | $5-$20 CPM | DMA / market-specific | Local awareness | Good for test |
| Disney/Hulu Ads | $20-$40 CPM | Demo + interest + behavior | Premium placement | Premium cost |
| YouTube TV Ads | $10-$20 CPM | Google audience data | Cross-platform with Search | Strong synergy |
Run remnant linear TV for broad reach and brand awareness among the 55+ diabetes audience, combined with CTV/OTT for precise targeting and retargeting. This two-pronged approach maximizes reach at the lowest cost while maintaining measurability.
| Monthly Budget | Remnant TV | CTV/OTT | Est. Impressions | Est. Reach |
|---|---|---|---|---|
| $5,000/mo (Test) | $3,000 | $2,000 | 500K-1M | 150K-300K households |
| $10,000/mo (Growth) | $6,000 | $4,000 | 1M-2.5M | 350K-700K households |
| $25,000/mo (Scale) | $15,000 | $10,000 | 3M-6M | 1M-2M households |
| Asset | Specs | Est. Cost | Notes |
|---|---|---|---|
| :30 DRTV Spot | 1920x1080, broadcast-safe | $3,000-$8,000 | Direct response format: problem → solution → CTA |
| :60 DRTV Spot | 1920x1080, broadcast-safe | $5,000-$15,000 | Extended version with testimonial/demo |
| :15 CTV Bumper | 1920x1080, non-skippable | $1,000-$3,000 | Shorter version for streaming pre-roll |
| Companion Banner | 300x250, 728x90 | Included | For CTV companion display ads |
Specialty remnant TV buyer. Works with all major cable networks. No minimums on some packages. Direct response focus. Good for testing with $3K-$5K/month. They handle media planning, buying, and trafficking.
Full-service media buying agency specializing in DRTV and remnant. Strong healthcare/pharma vertical experience. Can produce creative + buy media. Minimum typically $10K/month.
Modern TV advertising platform combining linear + CTV/OTT. Real-time optimization, attribution tracking, self-serve dashboard. Great for data-driven advertisers. Minimum $15K-$25K/month. Best fit for the CTV/OTT portion.
Performance-focused CTV platform. Retargets website visitors on streaming TV. Integrates with Google Analytics. Self-serve with $5K minimum. Excellent for retargeting STJ website visitors who didn't convert.
Programmatic platform with CTV/OTT inventory. Audience targeting by health conditions (diabetes, insulin use). Can layer on pharmacy data and health interest segments. $3K-$5K minimum test budget.
YouTube TV ads through Google Ads (already managing). Target same audiences from Search campaigns on YouTube and Google TV. No additional platform needed — just expand existing campaigns. $0 additional platform cost.
Self-serve platform for Hulu, Disney+, ESPN, FX, National Geographic, and ABC streaming inventory. Key features:
Note: STJ already has a Notion task "Create Disney TV Ads (in draft currently)" marked as READY. The Disney Ad Manager self-serve platform requires a :15 or :30 video creative uploaded. Once creative is finalized, campaigns can launch within 24 hours.
SCENE 1 (0-5s): Close-up of someone pricking their finger. Pain expression. Text: "Tired of finger pricks?"
SCENE 2 (5-12s): Person applying FreeStyle Libre 3 Plus sensor to back of arm. Smiling. Easy application. "The FreeStyle Libre 3 Plus monitors your glucose 24/7 — no finger pricks required."
SCENE 3 (12-20s): Person checking phone app, glucose readings on screen, living life — playing with grandkids, cooking, walking. "Continuous monitoring. Real-time alerts. Complete freedom."
SCENE 4 (20-30s): St. Joseph Medical logo + website. "See if you qualify for a FreeStyle Libre 3 Plus through your insurance. Visit stjosephmedicalcorp.com or call [number]. Most patients pay $0 with insurance."
Same structure as :30 but adds a 20-second patient testimonial segment in the middle: "I was pricking my finger 4 times a day for years. Now I just scan my phone and see everything. My doctor loves the data, and I love not bleeding every morning." — followed by the same CTA.
| Competitor | Product | Est. Annual TV Spend | Channels |
|---|---|---|---|
| Abbott (FreeStyle Libre) | Libre 2, Libre 3 | $50M-$100M+ | Broadcast + Cable + CTV |
| Dexcom | Dexcom G7, Stelo | $100M+ | Broadcast + Cable + CTV + NFL sponsorship |
| Medtronic | Guardian Connect | $10M-$30M | Cable + CTV |
| STJ (Opportunity) | Libre 3 Plus (reseller) | $0 currently | Remnant + CTV recommended |
Note: STJ operates as a medical distributor, not a manufacturer. TV messaging should focus on "easy access through insurance" and "qualified through your doctor" rather than product claims, which are Abbott's territory.