Case study: Continuum Health Partners
Copy: Cancer surgery services collateral
Marketing challenges: Head and neck cancer, an extremely complex malignancy, carries high rates of mortality and disfigurement and requires expert care at a multidisciplinary cancer center. When New York City’s Beth Israel Medical Center (BIMC) renovated its head and neck cancer facility and recruited a world-famous microvascular surgeon, they needed image-enhancing collateral to announce the news and inform referring physicians of innovative options.
Copywriting solutions: For this copy I opened with a headline and lead that address a crucial physician anxiety: how to manage a newly-diagnosed head and neck cancer patient. Without mentioning a well-known Manhattan cancer facility, copy positions BIMC as the premier head and neck cancer center in the New York tri-state area—and across the country. The comprehensive brochure uses physician-appropriate language and backs primacy claims with facts and figures to create a persuasive and highly credible collateral tool.
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