GENERAL T26 RECOMMENDATIONS
Clarify “You” in Concerned Parent communications.
• References to “you” are ambiguous, e.g., “What you need to do now.”
Modify “you” references to make clear distinction between the parent and
the adult child. What is Excellus asking parents to do?
Capture the audience through relevant photography.
• Current photography features individuals outside age 26 and corresponding
parent age range (~50–62). Update all photography to be relevant to the
segment.
Eliminate distractions to remain focused on the core message.
• Recipes and multiple references to drawing may pull focus away from the
seriousness of the core message; revise to capture the appropriate tone.
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