The assignment was to leverage research done by LightForce Marketing, which showed that the changes in healthcare were eroding AMAI's market share. With the decline of the private practice, physicians were getting insurance policies from hospital employers. AMAI needed to demonstrate that they offered a better solution with more comprehensive coverage. In short, they needed help translating the research into a story... Doctors are different.

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"Here are my non negotiables. I won’t be financially clueless anymore than I’d advise my patients to ignore their symptoms. I insist that my insurance provider be as good at finding financial solutions as I am at finding his gallstones."