Marketing challenges: Two surgeons at Beth Israel Medical Center (BIMC) needed collateral materials to explain their complicated, collaborative services to other doctors, highlight surgical services' benefits and encourage referrals.
Copywriting solutions: Credibility is crucial when speaking to medically-sophisticated readers with little time and tolerance for sales hype. For these flyers I captured physicians’ attention with an empathetic appeal that touched on their core dilemmas. Copy positions BIMC's surgeons as the definitive medical experts in their specialties and backs claims with sourced facts and figures to make a compelling case for referral to BIMC’s specialists.
Referral-generating direct mail medical specialties services flyers