Plan B™
The Agency Alternative
ABC
Take A Deep Breath http://www.anesthesiallc.com/ Trade advertising for anesthesiologists can be tricky. Do it wrong and you run the risk of putting the target audience out of business — by putting everyone who reads it to sleep. So we took an engaging approach for this campaign for Anesthesia Business Consultants, providers of managerial solutions for anesthesiologists, who help streamline billing and cash flow and improve the quality of their practice. Leveraging ABC’s industry-leading status, we employed a compelling image of a doctor paired with copy that keyed strongly on the name of ABC’s premier product, FirstAnesthesia. The result was a very branded look and ownable positioning for ABC, allowing their ads to stand out in otherwise sleepy trade publications.