McClaren Health:
Erase The Pain

Year:
2000

Sector:
Healthcare

Service:
Copywriting

This simple postcard is one of my favorite projects. I hadn’t worked with their agency, Publicom when I got the phone call: A mailer was needed for an orthopedic seminar – the same day.

The agency had developed “pencil guy” and the slogan, “Erase the pain.” Using pencil guy as the hero illustration, I created a series of callouts highlighting different body joints or parts that could benefit from therapies or joint replacements. I avoided complex medical terminology and focused on describing the pain a person might feel in their knees, hips, or back. 

I also developed a quick quiz for prospects asking if they experienced stiffness or had had a recent injury that could benefit from orthopedic care. Between the quiz and the joint pain callouts, the card drove the message home.

The finished card was developed (written and designed), printed, and mailed in less than a week. The result: Attendance was through the roof. The first seminar filled within hours and approximately a dozen additional seminars were scheduled to handle the overflow.