Words and Ideas for Better Marketing Communications

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Piedmont Hospital,
Atlanta, Georgia

Piedmont Hospital had one of the first Gamma Knifes in the U.S. This large device enables a surgeon to treat even inoperable brain tumors without surgery.
Piedmont's effort to market the Gamma Knife to neuro-surgeons for referrals was failing. In desperation, they asked us to create a newspaper ad targeted directly at consumers.

The resulting ad, which ran only in Atlanta, yielded almost 400 phone calls the first time it ran. Over the years, Piedmont credits this ad with all direct and indirect referrals they have received for the Gamma Knife.

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Art Director: Diane Fiumara
Photographer: David Gugenheim

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