# Creative brief — Healthcare

The creative brief with three columns a provider needs: which service line the asset is for, which cleared claim it carries, and the sensitivities that govern how the subject may be depicted.

Everything else is the general creative brief, unchanged. One row per asset, a hook written as what happens, one message with a proof beside it, the specs up front and an honest must-avoid.

## How to use it

1. Copy this file, or the CSV version if you would rather work in a sheet.
2. Write one row per asset, not one per campaign.
3. Write the hook specifically enough that two people would build roughly the same thing.
4. Name one message per asset. A second message is a second row.
5. Fill Specs before the work starts, including the safe areas and text limits.
6. Write Must avoid honestly, because that is where rework comes from.
7. Set the due date earlier than the run date, with room for review and re-edit.

## The columns

**Asset ID** (Text). A short stable identifier that goes on the file, the ad name and the clinical review record, so every asset making a given claim can be found the day a service changes.

**Concept** (Text). The idea this asset expresses: the process explained, the wait stated, the clinician answering the question people actually ask. Concepts here are about reassurance rather than persuasion.

**Format** (Text). What is being made: a vertical video of a practitioner to camera, a static stating the wait, a walkthrough of the clinic. Practitioner footage needs a phone and ten minutes rather than a crew.

**Placement and aspect** (Text). Where it runs and at what ratio, and read against what that platform permits for health advertising, because some placements carry restrictions the others do not.

**Hook** (Text). What happens in the first line, written specifically: the current waiting time spoken plainly, no music. A hook that works here is a fact, not a mood.

**Message** (Text). The one thing the reader has to believe, and it should be about the process — how long, how simple, whether a referral is needed — rather than about an outcome the review will narrow.

**Proof** (Text). What makes it credible: the steps of a first appointment shown in order, filmed in the clinic, with the practitioner explaining. Process shown is checkable; outcomes promised are not.

**Call to action** (Text). What the reader is asked to do, in the words the booking page uses, pointing at the page for this service rather than a general contact form.

**Specs** (Text). Duration, dimensions, file type and captions, plus whether consent is on file for anybody appearing. The consent is a specification here, not an afterthought.

**Must include** (Text). Anything that has to appear: the cleared wording exactly as written, the clinic name, the current wait where the claim depends on it.

**Must avoid** (Text). Anything that must not appear, with the reason: no before-and-after unless this service's review permits it, no identifiable patients without written consent, no implied diagnosis, no distress used as a hook.

**Due date** (Date (YYYY-MM-DD)). The day the finished asset is needed, counted back from the start with the clinical review in between, and with the practitioner's availability for filming in front of that.

**Owner** (Text). The person who commissions this asset and checks it against the clinical review reference in this row before it is built into an ad.

**Service line** (Text). The service this asset is for. It decides the claim, the audience type and the proof, and one asset cannot honestly serve two services with different review histories.

**Claim carried** (Text). The exact cleared claim this asset makes, with its review reference and reviewer. Not a paraphrase: the wording that was reviewed is the wording that runs.

**Sensitivity notes** (Text). How the subject may and may not be depicted: no before-and-after, no identifiable patients without written consent, no implied diagnosis, no distress used as a hook.

## The creative brief

| Asset ID | Concept | Format | Placement and aspect | Hook | Message | Proof | Call to action | Specs | Must include | Must avoid | Due date | Owner | Service line | Claim carried | Sensitivity notes |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |

## Before you commit it

- There is one row per asset, and every row names one service line.
- Every claim carried is the cleared wording, with its reference and reviewer.
- Sensitivity notes are filled in on every row, not only the obvious ones.
- No asset depicts an identifiable patient without written consent on file.
- No asset uses distress as a hook.
- Must avoid names the imagery, comparisons and implied outcomes that are out.
- Every due date leaves room for review and a re-edit before the run date.