Attachment D -- Draft Advertisements

PATIENT PERSPECTIVE
There are many ways of treating any single medical problem,
from medication, to therapy to surgery. Each has its advantages
and disadvantages, and physicians offer clinical opinions about
which works best. Today, patients and caregivers want doctors
to also factor in how the patients themselves feel about those
treatment options, based on personal tolerances, lifestyle and
preferences. Patients are more informed than ever, and they
should have a voice in determining their treatment options.
When doctors listen to their patients’ perspective, they can
match treatment options with patient preferences.
Point of Entry: Empowerment

Concept 1: Empowerment
Execution: 1

YOUR DOCTOR KNOWS MEDICINE, BUT YOU KNOW YOU.
There is no substitute for having a smart, attentive physician. But a vital factor in your medical
care is how you feel about the treatments they prescribe. Fortunately, you now have access
to pure, scientifically-sound, easy-to-understand treatment information. You can weigh all of
the pros and cons of different treatment options from home. And talk to your doctor about
any concerns or questions. All of which makes them better at helping you.

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Concept 1: Empowerment
Execution: 2

THERE ARE TWO PEOPLE YOU SHOULD LISTEN TO WHEN
CONSIDERING TREATMENT OPTIONS. YOUR DOCTOR. AND YOU.
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Concept 1: Empowerment
Execution: 3

IT IS POSSIBLE TO LISTEN
TO BOTH YOUR DOCTOR AND YOUR HEART.
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rumqui nem. Ellorei ctibeatius. Sxpla a porerum re qui omnim nimus experc. Porerum rempe
ex et assitiaecati nonsed quibus explaborit rat etur, quid quam vollati te pelitature qui omnim
nimus experch icidici isincitio cullic totaque min cus.

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CROSSROADS
There comes a moment in all patients’ lives when they receive
a difficult diagnosis or something changes that impacts their
health. They’re nervous, confused, unsure about next steps. And
they’re hungry for information about the best treatment options.
What they need most at that moment is a source of information
that’s clear, rational and totally trustworthy. A place to start that
will help them navigate the decisions ahead. While the road to
recovery might be a long one, patients and caregivers will know
from the start that they’re heading down the right path.
Point of Entry: Reassurance

Concept 2: Reassurance
Execution: 1

SORTING THROUGH ALL
YOUR TREATMENT OPTIONS
IS NOW A FAIRLY MINOR
PROCEDURE.

There comes a moment in every patient’s life when he or she receives a difficult diagnosis, or something
else changes that impacts their health. They’re nervous, confused, and hungry for information about the
best treatment options. That’s where we come in, with consumer-friendly, evidence-based information about
medically-viable treatment options. All aimed at helping you navigate the decisions ahead. And helping you
and your caregiver decide the right way to go.

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Concept 2: Reassurance
Execution: 2

IMAGINE HAVING A GPS
FOR BETTER HEALTH.

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vollati te pelitature qui omnim nimus experch icidici isincitio cullic totaque min cus. Aque
ipsanto rumqui nem. Ellorei ctibeatius. Sxpla a pore rum re qui omnim nimus experc.

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NO AGENDA
While there’s no shortage of information out there about
treatment options, it’s easy for patients and caregivers to be
overwhelmed by the sheer volume of it all. One can’t help but
wonder who to trust – what’s real and what’s just someone
trying to sell something? When one’s health is at stake, one
has every right to expect unbiased information from a trusted
source. A source that’s comprehensive, reassuringly scientific,
and untainted by an agenda of self-interest. Because the only
agenda that matters is living healthier longer.
Point of Entry: Self-advocacy

Concept 3: Self-Advocacy
Execution: 1

LET’S TAKE A COLD HARD LOOK AT
YOUR TREATMENT OPTIONS.
Independent scientists, doctors and researchers have created an information resource
to help you compare the pros and cons of different treatment options. They lay out the
facts. But make no recommendations. So you and your doctor can make an object
decision about what will work best for you. So if you’re looking for pure, scientificallysound treatment information, here it is. In our unbiased opinion.

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Concept 3: Self-Advocacy
Execution: 2

TREATMENT INFORMATION FROM SCIENTISTS.
NOT ADVERTISERS.
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