Referral-generating hypertension-services brochure

Client: Continuum Health Partners-St. Luke’s-Roosevelt Hospital Center, New York City

Download to-physician hypertension brochure PDF

Marketing challenges: When New York City’s St. Luke’s-Roosevelt Hospital Center (SLRHC) successfully recruited an internationally acclaimed specialist to head its hypertension program, they needed collateral to highlight new services to referring physicians. Marketing materials had to confidently demonstrate knowledge of relevant medical specialties—and sympathetically touch on referring physicians' most pressing needs and concerns.

Copywriting solutions: On the brochure cover I aimed to catch referring physicians' attention with a relevant head that promises crucial information. Body copy establishes rapport by addressing urgent concerns common to referring physicians who manage patients with stubborn hypertension. Since this audience appreciates features as well as benefits, SLRHC's unique programs are thoroughly delineated using language appropriate to medical peers. The brochure’s conversational, professional voice encourages collegial partnership and overrides referring physicians' anxiety over patient co-opting.

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