WHY IS
HEALTH CARE
SO BORING?

BECAUSE THEY’RE SO BORING
[HEALTH CARE-INDUSTRIAL COMPLEX]

SO HEALTH CARE [COLD]
ENDS UP LOOKING
LIKE THIS

INSTEAD OF THIS

THIS

OR
THIS

THIS IS ABOUT CHANGING THAT.

HEALTH CARE MAXIM #1:
HEALTH CARE CAN STOP
SCARING PEOPLE

“colonoscopy”
THIS IS SCARY. I DON’T WANT THIS WORD GIVES
TO DO THIS. ME NIGHTMARES.

INSTEAD, WE CAN TALK ABOUT:
“colonoscopy”
POWERFUL WAYS GAINING INSIGHT TAKING CHARGE.
TO DELIVER AND PEACE OF MIND. SELF KNOWLEDGE.
INSTANT RELIEF. QUALITY OF LIFE.

HEALTH CARE MAXIM #2:
HEALTH CARE CAN STOP
TALKING DOWN PEOPLE

INSTEAD OF THAT:
“ WE ARE NORMAL,
FUN, INTERESTING
PEOPLE LIKE YOU.
HERE ARE PAINLESS
WAYS THAT WE TAKE
CARE OF OURSELVES
THAT MAKE OUR
”
LIVES BETTER

WHAT YOU CAN DO, TODAY.
WATCH TV
VISIT COOL SITES ON THE INTERNET
CONDUCT A BRAND AUDIT
REVIEW YOUR COLLATERAL

LIKE ADVERTISING, WE CAN
USE SIMPLE IMAGES AND
MESSAGES TO ACHIEVE FAR
GREATER ENGAGEMENT

HEALTH CARE
IS EXCITING
BECAUSE YOU’RE
EXCITING

WE ARE
DEEPLY EXCITED
TO START THIS
VENTURE WITH YOU

Project Bio / Eric Hayward
Editorial content and creative for consumer health care portals serving Target,
Gap, Cisco, Coke employees, Watson Wyatt 2001 to 2003
Employee health communications toolkit, Aetna Healthcare 2005
Creative director for health care consumer segmentation project, Aetna 2005
Report on consumer health portals, National Business Group on Health 2006
Interactive creative director for Nokia project team, B.I. 2007
Strategy and accounts for International Decision Systems, MDA Consulting, Great
Clips, Transition Networks, Family & Children’s Service, 2007 to present

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GROSSMAN DESIGN
DESIGN w/ PURPOSE.