The entire health care industry was using the same language and tactics to reach consumers. Most of it was going unnoticed. Within all the noise, we needed Scripps to shine in a way that was still true to specific health care issues.
We took truths about health care experiences and tackled them head-on. We related directly to people and patients in a genuine way. No typical health care jargon. Just honesty and humor. In short, we spoke their language.