Medicine Ave 2 In the medical advertising world, the creative product is designed to present facts and information which will persuade customers to prefer one brand or service over another. In that sense, nothing has changed over time. Ideas—or better stated, big ideas— remain the most important contribution of medical advertising agencies. Regardless of budget constraints, clients always find money for big ideas. Such ideas can come from any corner of the agency: account services, copy, art, marketing research. Today's ideas can, and should, take many forms, and must manifest themselves in everything an agency does. Big medical ideas are always based on sound medical and scientific knowledge and must be strategic. Big ideas must be customer-centric, flexible, persuasive, and most of all distinctive. Such big ideas are now translated across all media formats and reflect the product's branding. All great creative work, regardless of format, must evoke some customer emotion, be it a smile, a nod of agreement or even a tear. Once you own the customer's emotions the sale is made. Medicine Ave 2 is proud to present some great creative product, representing the best our industry has to offer. 14
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