This document discusses how health care can be made less boring and scary for patients. It proposes maximizing that health care stop scaring people by reframing procedures like colonoscopies in more positive terms about gaining insight and quality of life rather than just symptoms. It also suggests health care should stop talking down to people and instead present providers and information as normal, fun people focused on painless ways to improve lives. The document advocates using simple images and messages like advertising to better engage people in their health.

1. WHY IS
HEALTH CARE
SO BORING?

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

3. SO HEALTH CARE [COLD]
ENDS UP LOOKING
LIKE THIS

4. INSTEAD OF THIS

5. THIS

6. OR
THIS

7. THIS IS ABOUT CHANGING THAT.

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

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

10. 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.

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

13. 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

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

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

16. HEALTH CARE
IS EXCITING
BECAUSE YOU’RE
EXCITING

17. WE ARE
DEEPLY EXCITED
TO START THIS
VENTURE WITH YOU

18. 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

19. GROSSMAN DESIGN ASSOCIATES - DESIGN W/ PURPOSE
952 922 4343 www.grossmandesign.com
GROSSMAN DESIGN ASSOCIATES
CENTRAL LABORATORY FOR CLINICAL TRIALS

20. GROSSMAN DESIGN
DESIGN w/ PURPOSE.