Field Notes
Health & wellness advertising in 2026: The hidden cost of performance-first
How market shifts are reshaping paid social for health & wellness brands. TL;DR: Your CPA isn't the entire story.
Read it now, for free
Written for CMOs, marketing directors and growth leaders navigating rising acquisition costs and increasing pressure to prove marketing ROI. Basically everything we'd tell a client, now yours for free.
What's inside
TBC
01: The budget case
Health & wellness brands have a budget advantage- but rising media costs mean it's never mattered more how that budget is deployed.
02: The false binary
Why treating brand and performance as separate investments is quietly costing marketers more than they realise, and what happens when they work as one.
03: The performance doom-loop
Why the pursuit of short-term efficiency may be creating tomorrow's performance plateau, and how to avoid it.
04: Andromeda
The algorithm changed. Most creative strategies didn't. Discover why the brands adapting fastest are building systems, not just better ads.
05: The executive takeaway
Three questions every marketing leader should be asking before the next budget review.
Who it’s for
Your ad costs keep climbing, and every quarter the answer looks the same: pour more into performance. But the returns are shrinking even as the spend goes up, and no one on your team can say why the same playbook that used to work now barely moves the needle.
A data-backed framework for closing the gap between your brand and performance teams, so every dollar spent builds pricing power and a compounding advantage that helps legacy brands harness decades of trust to side-step the algorithm’s race to the bottom.
From performance plateau to thriving creative systems: How one wellness brand turned content into a growth engine
What do you do when rising acquisition costs make every marketing dollar work harder? Build a content system that earns trust before it asks for a sale. We built a strategy that unified editorial, creators and paid media into one engine: driving sustainable growth instead of short-term spikes.
300%
ROAS growth
70%
reduction in CPA
150M+
impressions in 2026
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