If you talk to women, you learn that OB-GYN isn’t really about medicine; it’s about relationship. It’s about finding someone you can talk to about anything, someone you can talk to when you can’t find the right words. Someone you know will take the time to listen to your concerns and who will talk through them with you to find the solutions that are uniquely right for you.

Most women didn’t care what awards you’d won or what high-tech equipment you’d just purchased. They wanted to know they could trust you.

So we tried to build a campaign that helped them believe they could. Across TV, radio, OOH, print, social and more.

And then we made damn sure we backed it up at every opportunity with real-life examples so it didn’t feel like the empty claims of the competition.