LnRiLWhlYWRpbmcuaGFzLWJhY2tncm91bmR7cGFkZGluZzowfQ==
copywriting
.tb-grid,.tb-grid>.block-editor-inner-blocks>.block-editor-block-list__layout{display:grid;grid-row-gap:25px;grid-column-gap:25px}.tb-grid-item{background:#d38a03;padding:30px}.tb-grid-column{flex-wrap:wrap}.tb-grid-column>*{width:100%}.tb-grid-column.tb-grid-align-top{width:100%;display:flex;align-content:flex-start}.tb-grid-column.tb-grid-align-center{width:100%;display:flex;align-content:center}.tb-grid-column.tb-grid-align-bottom{width:100%;display:flex;align-content:flex-end} .wpv-view-output[data-toolset-views-view-editor="5a9a58ca77cdac89feb80c6ebc580019"] .wpv-collage { grid-column-gap: 15px;grid-row-gap: 15px; } .wpv-view-output[data-toolset-views-view-editor="5a9a58ca77cdac89feb80c6ebc580019"] .wpv-collage > div:nth-child(4n + 1) { grid-area:  auto / auto / span 3 / span 7; } .wpv-view-output[data-toolset-views-view-editor="5a9a58ca77cdac89feb80c6ebc580019"] .wpv-collage > div:nth-child(4n + 2) { grid-area:  auto / auto / span 3 / span 5; } .wpv-view-output[data-toolset-views-view-editor="5a9a58ca77cdac89feb80c6ebc580019"] .wpv-collage > div:nth-child(4n + 3) { grid-area:  auto / auto / span 3 / span 5; } .wpv-view-output[data-toolset-views-view-editor="5a9a58ca77cdac89feb80c6ebc580019"] .wpv-collage > div:nth-child(4n + 4) { grid-area:  auto / auto / span 3 / span 7; } .wpv-pagination-nav-links[data-toolset-views-view-pagination-block="a552fc9653458e0d202e306ac0a1e0e3"] { text-align: left;justify-content: flex-start; } .tb-container .tb-container-inner{width:100%;margin:0 auto} .wp-block-toolset-blocks-container.tb-container[data-toolset-blocks-container="40b05292f70a70284b1c1668151484af"] { background: rgba( 250, 246, 246, 1 );padding: 0px;border: 1px solid rgba( 218, 218, 218, 1 ); } .tb-container .tb-container-inner{width:100%;margin:0 auto} .wp-block-toolset-blocks-container.tb-container[data-toolset-blocks-container="15799f218876513e85a62246af23d50a"] { padding: 15px 20px 10px 20px;margin-top: 0px;border: 0px solid rgba( 0, 0, 0, 1 ); } .tb-button{color:#f1f1f1}.tb-button--left{text-align:left}.tb-button--center{text-align:center}.tb-button--right{text-align:right}.tb-button__link{color:inherit;cursor:pointer;display:inline-block;line-height:100%;text-decoration:none !important;text-align:center;transition:all 0.3s ease}.tb-button__link:hover,.tb-button__link:focus,.tb-button__link:visited{color:inherit}.tb-button__link:hover .tb-button__content,.tb-button__link:focus .tb-button__content,.tb-button__link:visited .tb-button__content{font-family:inherit;font-style:inherit;font-weight:inherit;letter-spacing:inherit;text-decoration:inherit;text-shadow:inherit;text-transform:inherit}.tb-button__content{vertical-align:middle;transition:all 0.3s ease}.tb-button__icon{transition:all 0.3s ease;display:inline-block;vertical-align:middle;font-style:normal !important}.tb-button__icon::before{content:attr(data-font-code);font-weight:normal !important}.tb-button__link{background-color:#444;border-radius:0.3em;font-size:1.3em;margin-bottom:0.76em;padding:0.55em 1.5em 0.55em} .tb-button[data-toolset-blocks-button="20359d45c52c74fddb37f562d17a0d03"] .tb-button__link { background-color: rgba( 6, 147, 227, 1 );font-size: 12px;text-transform: capitalize; } .tb-button[data-toolset-blocks-button="20359d45c52c74fddb37f562d17a0d03"] .tb-button__icon { font-family: dashicons; } .tb-fields-and-text[data-toolset-blocks-fields-and-text="8d670a655444748b596f1fb0c7115269"] { color: rgba( 0, 0, 0, 1 );margin-bottom: 10px; } .tb-fields-and-text[data-toolset-blocks-fields-and-text="8d670a655444748b596f1fb0c7115269"] p { color: rgba( 0, 0, 0, 1 ); }  @media only screen and (max-width: 781px) { .tb-grid,.tb-grid>.block-editor-inner-blocks>.block-editor-block-list__layout{display:grid;grid-row-gap:25px;grid-column-gap:25px}.tb-grid-item{background:#d38a03;padding:30px}.tb-grid-column{flex-wrap:wrap}.tb-grid-column>*{width:100%}.tb-grid-column.tb-grid-align-top{width:100%;display:flex;align-content:flex-start}.tb-grid-column.tb-grid-align-center{width:100%;display:flex;align-content:center}.tb-grid-column.tb-grid-align-bottom{width:100%;display:flex;align-content:flex-end} .wpv-view-output[data-toolset-views-view-editor="5a9a58ca77cdac89feb80c6ebc580019"] .wpv-collage > div:nth-child(3n + 1) { grid-area:  auto / auto / span 3 / span 12; } .wpv-view-output[data-toolset-views-view-editor="5a9a58ca77cdac89feb80c6ebc580019"] .wpv-collage > div:nth-child(3n + 2) { grid-area:  auto / auto / span 4 / span 6; } .wpv-view-output[data-toolset-views-view-editor="5a9a58ca77cdac89feb80c6ebc580019"] .wpv-collage > div:nth-child(3n + 3) { grid-area:  auto / auto / span 4 / span 6; } .tb-container .tb-container-inner{width:100%;margin:0 auto}.tb-container .tb-container-inner{width:100%;margin:0 auto}.tb-button{color:#f1f1f1}.tb-button--left{text-align:left}.tb-button--center{text-align:center}.tb-button--right{text-align:right}.tb-button__link{color:inherit;cursor:pointer;display:inline-block;line-height:100%;text-decoration:none !important;text-align:center;transition:all 0.3s ease}.tb-button__link:hover,.tb-button__link:focus,.tb-button__link:visited{color:inherit}.tb-button__link:hover .tb-button__content,.tb-button__link:focus .tb-button__content,.tb-button__link:visited .tb-button__content{font-family:inherit;font-style:inherit;font-weight:inherit;letter-spacing:inherit;text-decoration:inherit;text-shadow:inherit;text-transform:inherit}.tb-button__content{vertical-align:middle;transition:all 0.3s ease}.tb-button__icon{transition:all 0.3s ease;display:inline-block;vertical-align:middle;font-style:normal !important}.tb-button__icon::before{content:attr(data-font-code);font-weight:normal !important}.tb-button__link{background-color:#444;border-radius:0.3em;font-size:1.3em;margin-bottom:0.76em;padding:0.55em 1.5em 0.55em}  } @media only screen and (max-width: 599px) { .tb-grid,.tb-grid>.block-editor-inner-blocks>.block-editor-block-list__layout{display:grid;grid-row-gap:25px;grid-column-gap:25px}.tb-grid-item{background:#d38a03;padding:30px}.tb-grid-column{flex-wrap:wrap}.tb-grid-column>*{width:100%}.tb-grid-column.tb-grid-align-top{width:100%;display:flex;align-content:flex-start}.tb-grid-column.tb-grid-align-center{width:100%;display:flex;align-content:center}.tb-grid-column.tb-grid-align-bottom{width:100%;display:flex;align-content:flex-end} .wpv-view-output[data-toolset-views-view-editor="5a9a58ca77cdac89feb80c6ebc580019"] .wpv-collage > div:nth-child(1n + 1) { grid-area:  auto / auto / span 6 / span 12; } .tb-container .tb-container-inner{width:100%;margin:0 auto}.tb-container .tb-container-inner{width:100%;margin:0 auto}.tb-button{color:#f1f1f1}.tb-button--left{text-align:left}.tb-button--center{text-align:center}.tb-button--right{text-align:right}.tb-button__link{color:inherit;cursor:pointer;display:inline-block;line-height:100%;text-decoration:none !important;text-align:center;transition:all 0.3s ease}.tb-button__link:hover,.tb-button__link:focus,.tb-button__link:visited{color:inherit}.tb-button__link:hover .tb-button__content,.tb-button__link:focus .tb-button__content,.tb-button__link:visited .tb-button__content{font-family:inherit;font-style:inherit;font-weight:inherit;letter-spacing:inherit;text-decoration:inherit;text-shadow:inherit;text-transform:inherit}.tb-button__content{vertical-align:middle;transition:all 0.3s ease}.tb-button__icon{transition:all 0.3s ease;display:inline-block;vertical-align:middle;font-style:normal !important}.tb-button__icon::before{content:attr(data-font-code);font-weight:normal !important}.tb-button__link{background-color:#444;border-radius:0.3em;font-size:1.3em;margin-bottom:0.76em;padding:0.55em 1.5em 0.55em}  } 
Does healthcare copywriting break the rules?
October 8, 2003Medical Communications copywriting
In the heady world of consumer advertising, much has been written about copywriting. Imaginative titles ranging from the unforgettable The …
