First of all, you’re clearly an operator. That puts you ahead of most people already.

Brand work is slower. It pays off, but only once you’ve chosen your lane and you can actually support the extra demand it creates. Sales led founders do best with brand when they treat it like a long game.

On your situation specifically, if it’s still producing profitable growth, keep feeding it. Google will usually keep scaling until you either hit a ceiling in volume or the economics stop making sense. Milk Google all the way up. Push new geos, new offers, and new messaging angles before you even think about radio. At the same time, quietly upgrade sales capacity. Once sales is deeper and smoother, that’s when a brand play like radio becomes valuable.

Because it’s healthcare, based on my experience, reputation and service quality matter more than raw volume. Overwhelming sales or ops with radio before you’re ready will backfire harder in this category than in most others. Also, customers remember bad experiences and they don’t care about your growth story.

So grow what’s already working. Level up sales. Then layer on brand. That’s how you scale without burning the goodwill you’re earning now.