Client: Valley Aesthetics Advanced Medical Dermatology
Marketing Lead: Lauren Blake, Director of eCommerce
Copywriter: Ryan Huber, Health Copywriter & Messaging Strategist
AllTrue’s mission is subtly urgent: help men prevent heart attacks before symptoms ever show up.
The obstacle? The men who most need preventive screenings, like veterans, contractors, ex‑athletes, and entrepreneurs, are often the hardest to reach. They resist overt health marketing.
They value control. They don’t want to feel sold to.
They need a message that respects their intelligence, time, and pride.
“We wanted to
connect with these men. We want to deliver a heart health message that felt
like it belonged to them, not something written for someone else.”
— Derek Payne, Director of Creative & Content
They offered a 100%
free, 15‑minute heart‑risk screening. What they lacked was messaging that made
it land in a world of skepticism.
Before Ryan came in, AllTrue ran a classic awareness campaign:
All technically sound. But the message was sterile: clinical, fact-heavy, overly cautious. It passed legal but rarely passed the first click.
“Click-throughs
were underwhelming. Opt-ins were pathetic. We had bounce rates that made us
wince,” Derek confessed. “We knew our audience. We just weren’t speaking their
language.”
Instead of incremental edits, Ryan proposed a full rewrite of the campaign. It started men-first and value-first.
The mandate: build connection and trust at every stage of the campaign. Each asset aligning from scroll to screening booking. All with the same tone, logic, and emotional path.
“We needed a real
conversation that made a guy feel like this wasn’t about illness or accusation.
It was about responsibility, bravery, and staying in control.”
The strategy was bold and new for AllTrue: speak truth, with respect.
Instead: honest language about risk, agency, and legacy.
Ryan rewrote every core touchpoint including ads, landing page, lead magnet, emails, and social content, so it was a conversation rather than a health pitch.
“What made this campaign work was how human it felt. It didn’t lecture. It just said what needed to be said.”
Ryan used a brand
voice that invited respect and action because it matched the buyer’s own logic.
The missing campaign
pieces were emotional resonance and logical persuasion. Once these men
feel understood, not challenged, they become action takers.
Derek was candid when asked how the campaign performed.
He said, “Honestly, it performed far better than we expected.
The landing page converted at around 37%, which is almost double what we usually see in health awareness campaigns. That told us right away that the story hit an emotional nerve.
In the first six weeks, we had about 11,400 men download the Heart-Guard Guide. That’s real engagement from guys who normally scroll right past anything that sounds like healthcare.
Then we looked at what happened next. Out of those men who downloaded the guide, about 18% actually booked a screening within three weeks. Our target was half that, maybe 8 to 10 percent tops. So, hitting over two thousand booked screenings in the first quarter was a huge validation of the campaign.
And what I really loved seeing was the brand lift. We measured a 27% increase in brand recall and a 46% jump in engagement on the social content. But more importantly, nearly two-thirds of that engagement came from men aged 40 to 59. This was exactly who we built this for.
Ryan proved to us
that when you talk to men honestly, in their words, about something that
actually matters, they’ll show up. The campaign did what healthcare campaigns
rarely do: got men to act.”
For AllTrue
Physician Group, the campaign redefined what high-performing health messaging
looks like: real, emotionally intelligent, and value aligned.
If you’re leading content or brand strategy for a health company that needs to move numbers without moving off brand, this campaign should feel familiar.
This campaign worked because it sounded like the inner voice of AllTrue’s audience. It reflected their logic. It aligned with what they actually believe about their health.
Let’s talk about how I can support your team and complete campaign messaging that performs.