It's a post-Series B luxury to have a renowned agency create the campaign that will put you on the consumer map. Until then, it's Chris D and me, hovering over sheets of blank paper spread out on his desk, charged with delivering a clean, simple concept for the Health 2.0 conference brochure. We were given only a few days notice by the conference organizers, and the deadline is today.
So we're back to Advertising 101. Who is our target audience? What will the ad convey? What images do we have to work with? And how are we going to do in a few hours what typically takes an agency team a month?
Okay. It isn't rocket science. We're not saving the world with an ad that we hope will simply catch the eye of industry peers who are flipping through the brochure while waiting for the next panel discussion. Chris D jokingly came up with an ophthalmologist themed ad featuring Dr. Bunsen Honeydew (see above). I, in turn, came up with a dating themed ad that emphasized how doctors on Xoova share their expertise on their physician profiles:
Seeking someone who walks in the rain
Seeking patients who need treatment for food poisoning as a result of eating tainted baby carrots.
Another concept focused on the fact that Xoova is more than an informational website that tells you about conditions, treatments, and medical procedures. Xoova becomes the actionable step for the patient who reads the wikipedia entry on colonoscopies and now needs a local doctor to perform one. A local doctor who has an enhanced profile with photo, special clinical interests, honors and awards received, and soon, testimonials and referrals, pricing, and appointment scheduling online. Ha!
It's hard to impart that in a pithy ad.
So, we're going with our logo, tagline, and the endorsements we've received from reputable sources that physicians and patients trust. And instead trying to say everything in an 8.5 by 10 inch ad, we'll let Tommy speak for Xoova at Health 2.0 on September 20th, and let the site speak for itself post-conference.
And next time, I'll leave the ad creation to the experts.