CAPITAL HEALTH was dealing with a competitive invasion into their market and lack of true understanding about their world-class quality of care. Some patients thought that they needed to travel to larger markets to see healthcare specialists—in their minds, the best care was hours away, instead of in their own backyard. Our response needed to be both pointed and poignant to capture our target audience by appealing to both their hearts and heads. We tapped into the incredibly powerful idea that you would go truly anywhere to help those you loved get the best care.