November 30, 1992
By Amy Mangel
Woman to Woman Medical Center in Canoga Park, Calif., chose The Miller Group to do its advertising because the shop provided an all -female creative team. That makes sense, considering the gender of the center's patients. These print ads skillfully and humorously reinforce the advantages of women seeking treatment at a woman's medical facility. "Imagine talking to him about your period," reads the headline on one, which pictures a goofy male gynecologist. Although the ads deal with medicine, Creative Director Renee Miller says, "We realized [creating them] wasn't brain surgery." Miller's premise was simple: Women dread discussing sensitive medical problems with male doctors. The copy is brief, but the center's phone number is prominently displayed. Medical advertising can be tough, but this ad manages to ring true without seeming self-serving.
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