Episode Details

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

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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/ 

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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

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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 podcast@builttoscale.co.