Most end users, wouldn’t be looking for products based on their descriptions, they would be concerned about the conditions they are experiencing and what options exist to make them better. This magazine defined those conditions.
For arthritis, we could have shown someone older struggling with arthritic hands, but through research we found that was the way arthritis was represented everywhere. We wanted to present arthritis as it applied to an athlete. It is still the same condition and we are targeting an audience that has a need, but it wasn’t the same as you would see anywhere else.
Because each condition is associated with a product the client has, we wanted to make it very easy for a individual to secure that product, so we associated QR codes with each page that linked directly to the e-commerce website and to that specific product.
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