Creative diversity for telehealth ads

Creative diversity means a batch of ads that differ in the reason to act, in how much the viewer already knows, and in the format that carries the message. It is not twenty small edits of one ad.

Telehealth brands have a short list of things they are allowed to say. Most of the difference between two ads therefore has to come from the angle, the awareness stage it is written for, and the format. The same approved claim can open a phone-notes screenshot, a comparison table, a billboard or an open letter, and each one can reach a different person.

The three things a batch varies

  • Angle

    The reason to act. In ED that can be privacy, a health signal, the partner's view or supplements versus a prescription. Each angle answers a different objection.

  • Awareness stage

    How much the viewer already knows. An unaware viewer needs the problem named. A most-aware viewer needs a reason to start today. One message cannot do both.

  • Format

    The layout that carries the message: a text thread, a sticky note, a comparison card, a quiz, a founder letter. We also borrow layouts from long-running ads in other industries and rewrite the claims for telehealth.

One example for each awareness stage

Each example comes from a different category. All brands are spec concepts.

How each category's example batch is built

  • Example statics for every category, sorted by awareness stage.
  • Five of them follow layouts from long-running ads in that category. Ten follow layouts from long-running ads in other industries.
  • No layout repeats inside a category, and no headline repeats.
  • Every claim is a process fact, such as an online intake, a licensed provider or plain packaging. None promises a result.

Browse by category

Related reading

All brands shown are spec concepts made by Telehealth Media. They are not real companies.