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Astera Cancer Care (formerly RCCA)

- Retainer - AM: Megan/Andrew
Patt Jordan, Healthcare SuccessElisa Negrete, Healthcare SuccessCharlie DeNatale, Healthcare SuccessStewart Gandolf, CEO at Healthcare SuccessCeleste Ethington, Healthcare SuccessGarrick Gaffney, Healthcare SuccessSean Mee, Healthcare SuccessNaghmeh Jafarzadeh, Healthcare SuccessMelanie Saxe, Healthcare SuccessRyan Boghosian, Healthcare SuccessNetania Le, Marketing Communications Specialist at Healthcare SuccessBrett Maurer, Senior Art Director at Healthcare SuccessBrian Garcia, Healthcare SuccessSarah Johnson, Social Media Specialist at Healthcare SuccessCatherine Conrad-Saydah, Director of Client Services at Healthcare Success +1 others
From the list: Offline Marketing

✔ Print Ad Copy Edit RCCA_121615_R

Rachel S. added this on
Completed by Greg A.
Assigned to
Greg Ashbaugh, Sr. Copywriter at Healthcare Success Greg A.
Due on

Comments & Events

Rachel Schmidt Rachel Schmidt
Hi Greg,

Stewart would like the copy updated a little:

The only thing that jumps out in need of change is the copy

it talks only to people who have a family member with cancer at present

I would make it broader. Something like

Cancer can attack anyone, anywhere. Perhaps you or someone you know already has cancer. Or maybe your just worried about the likelihood of contracting cancer….
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Greg Ashbaugh, Sr. Copywriter at Healthcare Success Greg Ashbaugh, Sr. Copywriter
Rachel:

There are a couple of issues related to Stewart's feedback.

First, the subtitle of the talk is "What to think and do when there's cancer in your family." It will be weird to have an ad that tries to push the talks parameters wider than they are. 

Second, the real thrust of the body copy in this ad is "But what caused these cancers." Stewart's change adds words that push our boat AWAY from this dock rather than sidelong up against it. We need to get in ("there's cancer in your family") and get to it ("but what caused it?"). 

Basically, as I'm trying to make this change, these two issue above stymie me completely. I can't say "Cancer can strike anyone, anywhere. But what caused these cancers.?" I'd LIKE to, but we're not in control of the subject matter of the talk, which is very specifically about family. 

Please advise.
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Greg Ashbaugh, Sr. Copywriter at Healthcare Success Greg Ashbaugh, Sr. Copywriter
Rachel:

Please use this NEW version of the marked changes (attached). Basically, the subhead was all lower-case, and that made it look like a subhead rather than the lecture subtitle. The new changes are to make it title case. This change is the result of Stewart's input, which I think demonstrated that Stewart didn't recognize the subhead as the lecture's subtitle.

-- G 
MORE chgs_AD_Sentinel_RCCA_v3.pdf 206 KB • Download
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Greg Ashbaugh, Sr. Copywriter at Healthcare Success Greg Ashbaugh, Sr. Copywriter
Per Rachel's request, I sent Stewart this Email:

Stewart:

The lecture itself is subtitled "What to Think and Do When There's Cancer in Your Family."  Also, the thrust of the body copy is "What causes these cancers?" and "is it genetic or environmental?" For these reasons, and because of space, I think we need to keep our copy in service of the lecture and not open it up beyond the family, which is the real scope of the topic. 

With this in mind, are you okay with us keeping the copy as-is (but with Jen's QA changes)?

-- G
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Greg Ashbaugh, Sr. Copywriter at Healthcare Success Greg Ashbaugh, Sr. Copywriter
Just received Stewart's blessing to move forward with the ad:

"i don’t know the full context of this, so go forward as you deem fit"

Please make the changes as specified in the above-posted file named "MORE chgs_AD_Sentinal_RCCA_v3.pdf". 
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Rachel Schmidt Rachel Schmidt
Thank you! Sending to Simona.
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Niki Kaylor, Director of Client Services at Healthcare Success
Niki Kaylor completed this to-do.