Advertising Checklist

• Overall, the piece should not look too cluttered. Ensure that the copy is not overwhelming so people actually want to read it.

• Use photographs that are relevant, fresh and different. Not traditional or cliché.

• Do not use photographs which depict people in pain, especially for any pieces within the hospitals. People come to heal not to feel more depressed with dreary photographs of people in pain. Exude photographs of trust and optimism.

• Refrain from using photographs of organs unless it is an educational infographic piece.

• The visual and the headline should make sense together and be easily understood.

• Headlines should ideally be limited to 6 to 8 words.

• Headlines should be engaging and ought to provoke further reading.

• In cases where no image is used, headlines must be engaging and attention grabbing. In such cases, headlines ending with a question mark can be considered.
  For example: What is Cancer’s Worst Enemy? Early Detection.

• Sub-headline should include the key message.
  For example: Cancer screening packages. Alternatively, you can opt to mention key strengths of the hospital.
  For example: Top Experts. Global Network. Advanced Technology. Remarkable Care.

• Body copy should have a maximum of two short sentences. Ideally, we showcase our expertise and professionalism by using short sentences and factual information or ask a question to be engaging.
  For example: Did you know that breast cancer is the most common cancer in women worldwide?

• Consider using the following set of words and phrases in your copy to highlight the best qualities of the brand:
  - Renowned / Top team of experts
  - Bringing you highest international standards of quality and care
  - Advanced Technology
  - You are at the centre of all we do.
  - Modern extensive facilities for ultimate comfort
  - World-class Excellence
  - Remarkable Care
  - Peace of Mind
  - Trusted Hands
  - Precision

• Call to Action needs to be written in an engaging, not dry, tone.
  For example: To never miss out on seeing the world clearly, book your eye screening appointment with us today. Call xxx, Whatsapp xxx, Visit xxx

Test internally or ideally with intended target market to find out:

• Is the advertising catchy and attention grabbing?

• Does the visual and headline make sense together?

• Are the key message and call to action clear?

Ensure that your advertising is in line with your country’s advertisement regulations.