Cosmetic Surgery ad series
To increase patient volume to the Cosmetic Surgery at Wishard program and promote the specialty areas of Dr. Rajiv Sood, medical director, Borshoff created a print ad series, focusing on the lifestyle benefits of specific cosmetic enhancements. Targeting women in the Midwest who often have modest, conservative values, we focused on the subtle changes that can be achieved with plastic surgery. With catchy headlines and shots of real women doing real-life activities, we made a distinct connection to the target audience, positioning cosmetic surgery as an attractive, attainable option. The ad series launched in fall 2009.