I was hired by a graphic designer to write copy for a print ad that would run in a patient manual for The Craig Senior Living, which was promoting a newly renovated rehab facility in Amarillo, Texas.

As with any print ad, the headline had to grab attention. The message had to be easily absorbed by both patients and families, who would be dealing with a number of recovery issues.

The strategy was to focus on the end result to show the benefits of the facility: quality of care and a full range of health care services, resulting in a fast recovery for patients.

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