The problem: The Spine Care program at WellSpan Health is housed within the neurosurgery department, and those brain plus surgery connotations were keeping new patients at bay.

The ask: Bring new patients into the funnel by making “comprehensive spine care” relatable and steering clear of anything neuro. Must-haves included the availability of non-surgical treatments. A secondary ask was to develop a parallel set of deliverables for the physician audience, targeting doctors to refer their patients to the program.

This was a midsize campaign with a sweeping list of tactics, including development of a new landing page that all ads would direct to. My “back talk” concept was selected for its brevity, directness and fit with the WellSpan brand persona of “your healthcare friend.” As the campaign’s copy lead, I found it adapted well to long-form executions like web copy and e-blasts, but also spoke for itself in spaces where we had fewer words to spend.