We’re talking to CEO-level talent 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.