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Scaling Health Brands & the Move That Doubles Your Returns | Dr. Jesse Ropat
Most health brands are faking it. And the market is starting to notice. Built To Scale CMO Shmuel Herschberg sits down with Dr. Jesse Ropat, a doctor of pharmacy turned direct response creative strategist, to break down why authentic authority is becoming the single biggest lever in health and wellness marketing. This is not a conversation about lab coats. It is a conversation about what actually moves the needle.
What you'll learn:
- Why putting a real credentialed doctor in your VSL directly improves ROAS, click-through rates, and lowers refund rates
- How to balance persuasive claims with compliance without crossing the line
- The creative testing framework Jesse uses to squeeze maximum performance out of every ad concept
- Why long-form VSLs are still printing money and what the future format looks like
- How to use AI as a drafting tool without letting it flood your ad account with slop
- Why volume of creative is the name of the game on Meta right now and how to build a system around it
=================================
About Dr. Jesse Ropat:
Dr. Jesse Ropat holds a doctorate in pharmacy and has spent the last several years applying that credential where few others have: direct response marketing for health and wellness brands. He writes scripts, films creative, and serves as the credentialed authority figure for some of the top-performing VSLs running on Meta today. His unique combination of clinical knowledge and creative strategy gives the brands he works with a compliance edge and a conversion edge at the same time.
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Connect with him at:
LinkedIn: https://www.linkedin.com/in/jesseropat/
Facebook: https://www.facebook.com/JesseRopat/
Instagram: https://www.instagram.com/jesseropat/
=================================
Key moments:
06:11 — Why fake doctors are a ticking time bomb for your brand
12:17 — The right time to bring a doctor into your funnel (hint: earlier than you think)
13:29 — Long-form VSLs: still working, still printing
16:36 — How close to the line can you push claims with a real authority figure?
22:37 — How Jesse uses Claude to build first drafts without producing garbage
26:22 — The hook, body, and CTA structure behind his mini-VSL ads
=================================
About The Built To Scale Podcast:
Follow us on LinkedIn at: https://www.linkedin.com/company/built-to-scale-agency/
For more information about Built To Scale visit: https://www.builttoscale.co/
If you have any questions, suggestions, or ideas for a future episode, please email [email protected].
View all episodes
By Shmuel HerschbergMost health brands are faking it. And the market is starting to notice. Built To Scale CMO Shmuel Herschberg sits down with Dr. Jesse Ropat, a doctor of pharmacy turned direct response creative strategist, to break down why authentic authority is becoming the single biggest lever in health and wellness marketing. This is not a conversation about lab coats. It is a conversation about what actually moves the needle.
What you'll learn:
- Why putting a real credentialed doctor in your VSL directly improves ROAS, click-through rates, and lowers refund rates
- How to balance persuasive claims with compliance without crossing the line
- The creative testing framework Jesse uses to squeeze maximum performance out of every ad concept
- Why long-form VSLs are still printing money and what the future format looks like
- How to use AI as a drafting tool without letting it flood your ad account with slop
- Why volume of creative is the name of the game on Meta right now and how to build a system around it
=================================
About Dr. Jesse Ropat:
Dr. Jesse Ropat holds a doctorate in pharmacy and has spent the last several years applying that credential where few others have: direct response marketing for health and wellness brands. He writes scripts, films creative, and serves as the credentialed authority figure for some of the top-performing VSLs running on Meta today. His unique combination of clinical knowledge and creative strategy gives the brands he works with a compliance edge and a conversion edge at the same time.
=================================
Connect with him at:
LinkedIn: https://www.linkedin.com/in/jesseropat/
Facebook: https://www.facebook.com/JesseRopat/
Instagram: https://www.instagram.com/jesseropat/
=================================
Key moments:
06:11 — Why fake doctors are a ticking time bomb for your brand
12:17 — The right time to bring a doctor into your funnel (hint: earlier than you think)
13:29 — Long-form VSLs: still working, still printing
16:36 — How close to the line can you push claims with a real authority figure?
22:37 — How Jesse uses Claude to build first drafts without producing garbage
26:22 — The hook, body, and CTA structure behind his mini-VSL ads
=================================
About The Built To Scale Podcast:
Follow us on LinkedIn at: https://www.linkedin.com/company/built-to-scale-agency/
For more information about Built To Scale visit: https://www.builttoscale.co/
If you have any questions, suggestions, or ideas for a future episode, please email [email protected].