Online Display Ads
The client needed inexpensive, effective lead-gen appealing to young, tech-savvy doctors, especially those with their own practice. They didn't yet have a brand voice, and wanted simple messages that would stick in viewer's minds, tested against their generic current message "treat your patients anywhere, anytime."
Assuming the mindset of a doctor who wants to maximize efficiency while having limited resources and time, I crafted headlines that appealed to their day-to-day experience. I sought to strike a balance between direct and clever, as the client was weary to pick a definitive voice at the time.