Case study: Continuum Health Partners

Continuum Healthcare Partners Brochure

Copy: To-patient cancer services collateral

Marketing challenge: In the New York tri-state area, head and neck cancer services face tough competition from a world-renowned cancer facility, other hospitals and private practice specialists. Beth Israel Medical Center (BIMC) wanted sensitive, quality collateral to help newly-diagnosed patients choose BIMC’s head and neck cancer services. For cancer patients, hope is crucial: Content had to balance comprehensive educational information with emotionally-appealing copy.

Copywriting solution: After extensive interviews with Continuum’s cancer surgeons and their multidisciplinary support team, I crafted copy that speaks empathetically to cancer survivors and their families. The brochure cover selects readers with a “how to,” patient-centric head. Maintaining focus on the patient-reader—rather than the organization—copy introduces BIMC’s globally-recognized oncologic surgical specialists, and delineates BIMC’s one-of-a-kind diagnostics, facilities and psychosocial/family support services. Positioning BIMC as the best head and neck cancer facility in New York, the brochure backed primacy claims with facts and figures to help patients confidently choose BIMC.

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