We’re talking to big-time CEO’s here. CEO’s of really big hospitals to be more specific.

The ad needed to deliver an attention-grabbing, thought-provoking elevator speech without overwhelming the very busy reader.

The trick: be concise. Find a big idea and support it.

The headline delivered a very big idea. The body copy provided just enough of an understanding to leave them wanting more. The more part could be found by following the direction of a very apparent call-to-action. An effective little ad if I do say so myself.