UMP — Creative Preview

§01 · HOW TO READ THIS PACK

What this pack does — and what it doesn't.

Healthcare creative has a different operating posture than DTC. The compliance frame is not decoration — it's the build constraint. Here's what's deliberately absent from every frame, and why.

DELIBERATELY ABSENT 01

No patient faces. No bodies. No demographic cues.

Healthcare creative at platform scale cannot anchor on a face. Patients are an identity, not a stock photo. The proof lives in the page, in the practice, in the consult — not in someone else's image.

DELIBERATELY ABSENT 02

No on-frame outcome claims. No statistics baked in.

Surgical outcomes don't get advertised. Claims live in the body copy, on the landing page, in counsel-cleared marketing language — never bolted onto a paid creative frame.

DELIBERATELY ABSENT 03

No generic medical iconography. No clichés.

No stethoscopes, no caduceus, no white-coats-and-clipboards. UMP's brand sits above the practice — the creative system should look like the platform you want WCAS to read, not the chiropractor down the road.

§02 · BUCKET A · PATIENT ACQUISITION

Three concepts in service of new-patient volume.

Patient-side creative built for the markets you already serve — Atlanta, DFW, Denver, the OrthoTexas footprint at launch. The proposition shifts slightly per concept; the typography and register hold the system together.

A1 · SCALE-LED · 1:1 FEED

Sixty locations. Two hundred and thirty-two surgeons. One platform.

The scale story — but told as a benefit, not a brag. The reader is a patient looking for the right surgeon in their city. UMP's scale becomes the reason they don't have to choose between proximity and depth.

Hook: scale · Audience: patient · Placement bias: Meta / display

A2 · INSURER-LED · 1:1 FEED

Subspecialty matters. So does your insurance.

The mechanical lift behind +68% insurance-verified bookings in the BHN case study. Lead with the two filters patients actually use to evaluate. The CTA below the rule resolves both at once.

Hook: insurer × subspecialty · Audience: patient · Placement bias: Meta / Google Search

A3 · BOOKING-LED · 1:1 FEED

Booked. Confirmed. In your hands.

Plays directly to your verified data — over sixty percent of online bookings are new patients. Promotes the convenience of the online booking flow you've already built without naming the underlying tech.

Hook: convenience · Audience: patient · Placement bias: Meta / display retargeting

§03 · BUCKET B · PLATFORM AUTHORITY

Three concepts in service of UMP itself.

Authority-side creative meant for two audiences at once — the surgeon evaluating UMP as a platform partner, and the institutional reader (board, sponsor, payer counterpart) evaluating UMP as a category leader. Different message register, same visual system.

B1 · COMPLIANCE-LED · 1:1 FEED

Compliance is not a feature.

Audience-specific platform message. Reads to a surgeon-owner thinking about how patient data gets handled at scale, and to a counsel-side reader evaluating UMP's marketing posture. The line is the position.

Hook: trust · Audience: surgeon · Placement bias: LinkedIn / B2B media

B2 · THESIS · 1:1 FEED

From practice-by-practice to platform-by-design.

The proposal thesis as a creative frame. For the institutional audience — secondary-buyer board reading the WCAS pitch, sponsor-side comms, surgeon-owner who wants to understand where the platform is heading.

Hook: thesis · Audience: institutional · Placement bias: LinkedIn / sponsor-side surfaces

B3 · ADKLINIC-NAMED · 1:1 FEED

Twenty-two specialty playbooks. One built for yours.

The named execution-arm position. For the surgeon-recruitment funnel — the surgeon evaluating UMP partnership wants to know that the platform's growth function is built specifically for orthopedic operating economics, not generic healthcare marketing.

Hook: depth · Audience: surgeon recruitment · Placement bias: LinkedIn / subspecialty trade media

§04 · HOW EACH WINNING CONCEPT EXPANDS

One frame in the preview. ~24 production assets per winner.

The previews above are 1:1 masters. The production-ready version of each winning concept is a four-placement set with headline, primary-text, and CTA variants — sized for Meta, LinkedIn, Google display, and a matching landing-page block.

The four-placement production set.

Every winning concept is built out to a four-placement set, sized to the surfaces actually running. Each placement carries the same headline (or a tuned variant), the same wordmark hierarchy, and a CTA matched to the destination. The system flexes; the integrity holds.

PLACEMENT 01

1:1 Feed

Meta feed and LinkedIn feed — the master format. 1080×1080 production assets, copy variants per subspecialty.

PLACEMENT 02

4:5 Feed

Meta primary feed placement. 1080×1350. Headline holds; subhead expands to take advantage of additional vertical space.

PLACEMENT 03

9:16 Story / Reel

Meta Stories, Instagram Reels, TikTok organic. 1080×1920 with a fully-animated text-staged version for the platforms that reward motion.

PLACEMENT 04

16:9 Landing Block

Matching block on the subspecialty landing page — message-match continuity from ad to LP, which is the CRO lever that defends spend.

Sample copy bank — production cycle.

For every winning concept, the production cycle produces 3 headline variants, 3 primary-text variants, and 2 CTA variants — a 3×3×2 matrix the platform can rotate against without re-rendering.

HEADLINE VARIANTS (Concept A2 example)

Subspecialty matters. So does your insurance.
The right surgeon. The right network. The right plan.
Verified insurance. Booked consult. Same conversation.

PRIMARY TEXT VARIANTS (Concept A2 example)

Book a consultation with a board-certified orthopedic surgeon in your city — and verify your coverage before the appointment.
Subspecialty-trained surgeons across our network of practices. Insurance verification handled before your consult.
Hand. Foot & ankle. Spine. Sports medicine. Joint replacement. Book with the subspecialty that matches your concern — and the surgeon who takes your plan.

CTA VARIANTS

Book a consult
Verify your coverage

PRODUCTION ANCHOR

All production frames anchor to verified UMP-platform copy and to schema-marked subspecialty landing-page destinations. No outcome claims appear on creative; any claim language is reviewed by counsel (Jessica Holland) before production.

SUBSPECIALTY FLEX

The 3×3×2 matrix is replicated per subspecialty — joint replacement, spine, sports medicine, hand, foot & ankle, sports surgery. Each subspecialty has its own audience logic, its own intent map, its own creative library.

MARKET FLEX

Every concept ships with a market-overlay variant — Atlanta, DFW (OrthoTexas), Denver — that brings the local market name into the headline without sacrificing the visual system.

Six concepts.Two surfaces.