C’mon man... any company (especially one selling IF) using the three advertising medium you suggested is doomed to fail. Free to Air and Radio are dinosaurs - everyone knows it, that’s why they are all going broke... no advertising revenue. If there is a sudden influx of 70 year old new mums, then yes magazines might be a good idea. Target marketing on a variety of social platforms, YouTube etc, you know 2020 stuff. Cost effective, efficient and effective. Thank god you’re not heading up any upcoming campaigns. I do agree though - somehow getting a foothold in maternity wards in providing samples would be invaluable.
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