As a company that supports healthcare providers with intelligent software solutions, Modernizing Medicine wanted to ensure that potential customers in three of its key industry sectors—orthopedics, dermatology, and ophthalmology—were aware of their Electronic Health Record solution called EMA. Ads were tailored to the segment, varied in size, and caught readers’ eyes through animation. Imagery supported the text that helped to explain the system and encourage further research into the company’s industry-specific offerings.