Back to the boards: Adam Pivko: Building a $900K/Day Telehealth Brand
Glossary
Index cards for the jargon. Each one links to the moment it came up.
CPA
Cost per acquisition: the spend associated with acquiring a customer or conversion. The episode does not standardize every use of the term.
LTV
Lifetime value: the value attributed to a customer relationship over time. Adam links it to service and retention; no calculation is supplied.
Bottom of funnel
Marketing directed toward people closer to a buying decision. Adam emphasizes provider choice and availability for an aware audience.
Creative angle
The customer motivation or message a piece of advertising explores. Adam describes learning an angle before translating it to other channels.
Quiz start
An event indicating that a visitor began the qualification questionnaire. Its definition and comparison window must be consistent to interpret a rate.
Affiliate brief
The advertiser’s offer, performance, and requirements guide that Adam asks partners to read before launching.
Vertical
A distinct product or customer category that may require its own research, marketing, and operations.
Post-purchase
The service and operating experience after a customer buys. Adam places much of the business’s advantage here.
Testimonial
An individual account of an experience. The customer stories in this episode are not proof of typical or clinical outcomes.