MDVIP, the nation’s largest consortium of concierge primary care physicians, was looking to grow. Their growth was built on qualified leads. Most would segment their potential patient population by demographics. We felt there was a better way—a new way that would reach the right patient with the right message at the right time. We saw the audience, not as a collection of data but a group of real people with real needs. In turn, we segmented the population by mindset. This original way of thinking—and the original creative that drove the message—built record leads and an impressive ROI.