B. The Persuasive Power of Personality:
The problem:
The Polyclinic wasn’t alone in its desire to promote health care specialty areas. While some local competitors have heftier ad budgets to help them yell louder, our job was to help The Polyclinic stand out from the fray—by focusing on expertise with attitude instead of big ad budgets with “me too” messages.
The solution:
Bus sides and wraps remind Seattleites that The Polyclinic offers expertise as well as a healthy respect for a patient’s intelligence. It’s a combination that is becoming increasingly rare in today’s health care world.
