Relationship-building physician profiles

Client: Continuum Health Partners-Beth Israel Medical Center, New York City

Download Physician Profile Mark Urken, MD PDF

Download Physician Profile Devin Okay, DDS PDF

Marketing challenges: Cancer patients want expert medical management but also seek compassionate treatment from a physician who cares for them as a person—not just a checklist of symptoms. Beth Israel Medical Center (BIMC)'s head and neck cancer surgeons are internationally acclaimed specialists. Collateral materials needed to reveal their human faces.

Copywriting solutions: To help humanize head and neck cancer care at BIMC—and bolster patients for the arduous treatment that lies ahead—I crafted physician profiles to let patients "meet their doctor." In addition to CV information, profiles use simple language to explain complex procedures and treatment benefits. After interviewing BIMC’s subspecialized surgeons, I sprinkled copy with selected quotes to reveal the doctors’ empathetic, caring personalities.

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