The Doctors Company
Taking the “mal” out of malpractice insurance.
When I led the creative for the San Francisco Office of MRM/McCann, I helped pitch and win The Doctor’s Company (TDC).
The insight
They do medical malpractice insurance. We started doing category research and what we found was a sea of sameness. Every ad had a doctor taking off their eyeglasses to feign sincerity. Or a tough-looking litigator ready to defend in court.
Complete wallpaper.
The clients were really interesting people who wanted to create a new kind of company that medical practices could look to as an innovative partner.
The planner at MRM had an interesting insight: If malpractice is so good, why is it called “mal”? The innate word is a negative. No one calls life insurance “death insurance.” The guy had a point.
The campaign
So, my team and I created a beautifully simple campaign that showed all the ways The Doctor’s Company was taking the “mal” or bad out of malpractice insurance across broadcast, digital, and collateral.
The response
The work performed well and TDC had a tremendous spike in sign-ups for coverage. I don’t remember the metrics anymore, but I do know that from time to time, people in the category have sent me random emails telling me how much they admired the work.