PartnerMD is a concierge healthcare provider with offices in several states. The always-challenging industry of healthcare becomes even more challenging when the service requires a monthly fee just for the benefit of using it. For our current advertising campaign, we focused on a particular set of people: those who are already doing a lot to take care of themselves. In our ads, we simultaneously celebrated and questioned the effectiveness of their actions. This campaign has generated lots of new business as well as attracting new physicians who want to be part of the PartnerMD organization.