Strong testimonial-driven messaging that connects to the boards and all other promotions was carried into the print advertising campaign. The intent of the ads is to first relate, then inform and educate. The primary goal in advertising is to drive people to the website for more information or get them to schedule a physician consultation. Page dominant ads in Flint, Midland, Bay City, Saginaw, Port Huron, and Lansing regularly rotated all patient ads. In addition, ads promoting periodic regional seminars were also run.
