Marketing channels · designed by + managed by · back to deck
TLI · Marketing channel ownership

Every channel. Designed by who. Managed by who.

A complete map of the channels TLI will use, who designs the creative for each, and who runs it day to day. TTC's scope is positioning, ideation, and production. Paid media operations, social ops, web builds, and analytics need other partners. This document names them.

Back to deck Wearable decision card
The principle

TTC stays in its lane. Other partners stay in theirs.

TTCdoes
  • • Positioning, brand and campaign level
  • • Ideation, creative platforms, campaign concepts, messaging frameworks
  • • Production, stills, video, voiceover, key art
External / Internaldoes
  • • Paid media strategy and buying
  • • Social strategy and community ops
  • • Web builds and CMS / dev work
  • • Analytics, attribution, and reporting
This split is the TTC operating contract. The matrix below applies it channel by channel. Where a channel needs both a creative platform and an operator, TTC takes the creative and a partner takes the operations.
Legend TTCTaco Truck Creative TLI Internalto-be-hired internal team Externalnamed outside partner Sharedtwo parties co-own
Channel matrix · Group 1

Patient acquisition (consumer)

Channel Designed by Managed by Recommended partner
Brand identity and visual system TTC TTC TTC, stewarded by Taryn Shean
Campaign concepts and messaging TTC TTC TTC, Dave Huerta and Travis Graham
Photo and video production (key art, anchor films, founder profiles) TTC TTC TTC production team, pass-through crew costs
TV advertising (local broadcast, connected TV) TTC External Strata, Goodway, or local CTV buying desk
Radio advertising TTC External Local broadcast rep firm or radio buying agency
Out-of-home and print TTC External Outdoor: Lamar / Clear Channel. Print: local rep firms
Digital paid (Google Ads, Meta, programmatic display) TTC External Performance shop (Tinuiti, Power Digital, or specialist healthcare digital firm)
Social organic content (TikTok, IG, YouTube Shorts) Shared TLI Internal TTC sets the creative platform and produces anchor assets. Internal social manager handles cadence, reply, community.
Influencer / creator partnerships TTC External Influencer marketing shop with healthcare clearance experience (Whalar, Open Influence, or boutique)
PR (consumer) TTC External Health and lifestyle PR firm (M Booth Health, Krupp Kommunications, Finn Partners)
Podcasts (paid placements, hosted reads, branded series) TTC External Podcast buying agency (Oxford Road, AdResults Media) for buys. TTC writes copy and brand voice.
Web build (marketing site, franchise locator, patient portal landing) Shared External TTC sets art direction and copy. Web partner builds and operates. (Open: spec a vendor here.)
Email and SMS marketing to consumers TTC TLI Internal TTC drafts campaigns. Internal CRM lead runs cadence in Klaviyo or Customer.io.
Patient seminars (local lunch-and-learns, evening events) TTC TLI Internal TTC builds the seminar kit (slides, handouts, signage). Local franchise staff hosts.
SEO and content marketing Shared External TTC editorial voice and pillar pieces. SEO operator handles keyword strategy, technical SEO, and ongoing publishing.
Analytics, attribution, dashboards TLI Internal TLI Internal TLI internal data team. TTC is a consumer of these dashboards, not an owner.
Channel matrix · Group 2

Doctor and referrer marketing

Channel Designed by Managed by Recommended partner
Brand and messaging system for the doctor audience TTC TTC TTC. Distinct voice from consumer, same underlying brand.
Direct outreach to PCPs and specialists (hundreds of thousands) TTC External B2B healthcare list and outreach partner (Definitive Healthcare for lists; ZoomInfo Health; ProspectPort). Email ops run by internal CRM lead or external SDR firm.
CME seminars and referring-doctor education events TTC TLI Internal TTC builds curriculum and slide system. Internal medical education lead delivers and tracks CME credits.
Trade conferences (AADSM, AASM, MD-VIP annual, ADA, IAOMT) TTC Shared TTC: booth, signage, key art, leave-behinds. Internal: booking, staffing, follow-up.
Doctor-facing trade press and journals (PR) TTC External B2B healthcare PR firm (Spectrum Science, Health+Commerce, Crosby).
Specialty digital and LinkedIn-targeted ads to physicians TTC External Healthcare-native digital firm (DoceboHealth, Medscape, M3) or LinkedIn-specialist agency.
Sleep-lab partner program (referral source acquisition) TTC TLI Internal TTC builds the partner program brand, pitch deck, and onboarding kit. Internal partnerships lead runs the relationships.
Local referral programs (each franchise to its local PCPs) TTC Shared TTC builds the local referral playbook and kit. Franchise owner executes locally, supported by internal franchise success team.
Channel matrix · Group 3

Franchisee recruitment

Channel Designed by Managed by Recommended partner
Franchise sales brand, pitch deck, and prospectus design TTC TTC TTC. Sister to the consumer brand, separate audience system.
Direct outreach to qualified dentists (LOI pipeline) TTC TLI Internal TTC writes the outreach. Internal franchise sales team runs the funnel.
Franchise opportunity ads (dental press, podcasts, LinkedIn) TTC External Franchise-development specialist (Franchise Dictionary, 1851 Franchise) for trade placement. Digital paid via same performance shop as consumer.
Franchise discovery seminars and Discovery Days TTC TLI Internal TTC builds the experience design and kit. Internal franchise sales team hosts.
FDD compliance copy and disclosures External TLI Internal Franchise counsel (Husch Blackwell or Cheng Cohen) drafts. Internal compliance owns. TTC stays out of regulated disclosure copy.
Cost callout

TTC fees are creative fees. Production, paid media, and partner agencies are pass-throughs.

Where this matrix lists TTC as designed-by, TTC's fee covers the creative work itself (concepting, art direction, copywriting, design, production direction, brand stewardship). It does not cover:

Every contract treats those as separately quoted line items. Per the deliverables doc, TTC always shows TTC fees and production / platform pass-throughs in separate columns.

Open for decision

Six partner selections to make before Phase 2 launch.

  1. 1Performance digital shop (Google, Meta, programmatic). Healthcare-aware. Three-firm bake-off recommended.
  2. 2Consumer PR firm. Health and lifestyle press. Earned-media driven, not pay-to-play.
  3. 3B2B / doctor PR firm. Trade press, journal placement, KOL relations. Distinct from consumer PR.
  4. 4Web build vendor. Marketing site, franchise locator, patient portal landing. Same vendor or two vendors?
  5. 5Influencer agency. Healthcare-clearance experience required. Roster of credible voices in sleep, longevity, GLP-1, fitness.
  6. 6CRM and email ops lead. Internal hire vs. fractional. Owns Klaviyo / Customer.io build, audience segmentation, list health.

TTC can sit in on every selection and recommend partners we have worked with successfully on other accounts. TTC will not collect referral fees from any of these partners. Selections are TLI's call.