Work · the spec slate

14 ads built for Vivid Vault.

Anna, each of these goes after a gap you named on the call or one the research turned up. From the call: family plans first, the five pages of discharge papers, the parent FaceTiming from the waiting room, and patients who aren’t believed. From the feed: nobody shows a whole household on one screen, nobody sells who sees what, and nobody runs a founding offer.

They’re January ads, written for the week records can come in. They’re spec drafts, not finals. No prices on the art, no founder on camera, no HIPAA claims and no claims about diagnosing anything. Anything that depends on HealthX says January or waits for your OK. What we’d confirm with you is at the bottom of the page.

Mom, Dad and the kids, in caregivers’ own words.
14
spec ads
7
different buyers
10
show what is live in the app
3
wait for January records
0
prices on the art
Live in the appFrom January, once records connectNeeds your OK on the wording first
From January
Dad came home from the hospital with five pages of instructions?
Spec ad 01, render coming
01. Dad came home from the hospital with five pages of instructions?
01 · Split, the papers next to the phone
Dad came home from the hospital with five pages of instructions?
Buyer
A wife bringing her husband home from the hospital
Angle
Snap the discharge papers, get one list, share it with whoever is helping
Why: You showed Janet These five pages right here on the call. Nobody in the feed advertises this moment, and the forum posts about discharge were some of the most frightening we read. The automatic list waits for your OK that it works at launch.
Live in the app
Your kids’ meds and your mom’s, in the same app.
Spec ad 02, render coming
02. Your kids’ meds and your mom’s, in the same app.
02 · Phone with callouts, kitchen counter
Your kids’ meds and your mom’s, in the same app.
Buyer
The person running meds and appointments for the whole household
Angle
One dashboard for every family member
Why: You said other apps make you switch profiles all the time to see people. Every competitor ad shows one caregiver and one parent. This one shows a mom’s appointment and a kid’s inhaler on the same screen.
Live in the app
i shared mom’s profile with you both last week
Spec ad 03, render coming
03. i shared mom’s profile with you both last week
03 · Group text screenshot
i shared mom’s profile with you both last week
Buyer
The sister who does everything, and the siblings who keep asking her
Angle
The view-only caregiver seat ends the “ask Sarah” texts
Why: A forum post put it as The local brother contributes almost nothing. Home Instead already runs the sibling line on Meta. Nobody sells who sees what.
Live in the app
the 4th nurse asked for dad’s med list so i just handed her my phone
Spec ad 04, render coming
04. the 4th nurse asked for dad’s med list so i just handed her my phone
04 · Story caption, hospital garage at night
the 4th nurse asked for dad’s med list so i just handed her my phone
Buyer
The daughter repeating Dad’s history to every new nurse
Angle
Stop telling the history over and over: his meds and history are on her phone
Why: You described the trauma of having to repeat the story over and over. Undivided owns that line for schools. Nobody says it for hospitals.
Live in the app
Running Mom’s appointments feels like a second job?
Spec ad 05, render coming
05. Running Mom’s appointments feels like a second job?
05 · Type with the phone
Running Mom’s appointments feels like a second job?
Buyer
A caregiver who hasn’t gone looking for an app yet
Angle
Caregiving as a second job, asked the way she would say it
Why: Your App Store copy calls caregiving a second job you never applied for. This asks it the way a daughter would say it, and the line under it names the app.
From January
The health app that tells you what Mom’s due for next
Spec ad 06, render coming
06. The health app that tells you what Mom’s due for next
06 · Old way against the app
The health app that tells you what Mom’s due for next
Buyer
The household manager who has tried a records app before
Angle
Records turned into the next thing to do
Why: You said Microsoft Vault failed and If you convert the data to something usable, then it's better. The art says records connect in January, and names no partner.
Live in the app
63 million Americans are caring for someone in their family.
Spec ad 07, render coming
07. 63 million Americans are caring for someone in their family.
07 · One big number
63 million Americans are caring for someone in their family.
Buyer
The working caregiver close to cutting hours or quitting
Angle
Caregiving as a second job, with the app that runs it
Why: The figure is from your App Store copy and matches the AARP and NAC 2025 report, which the art cites. You told Janet caregivers quit jobs because it’s too much.
Live in the app
When did Dad last see his doctor?
Spec ad 08, render coming
08. When did Dad last see his doctor?
08 · Lock screen reminder
When did Dad last see his doctor?
Buyer
The sandwich-generation mom at school pickup
Angle
Reminders that reach the parent and the caregiver
Why: Your A1C example from the call, narrowed to a reminder she sets, which is already live in the app. The automatic version waits for HealthX.
Live in the app
Still FaceTiming home from the pediatrician’s waiting room?
Spec ad 09, render coming
09. Still FaceTiming home from the pediatrician’s waiting room?
09 · Two phones in hand
Still FaceTiming home from the pediatrician’s waiting room?
Buyer
Two parents sharing a medically complex child’s care
Angle
Kids’ profiles that both parents see
Why: You said dads will be like FaceTiming the mom from appointments. Only Undivided talks to these parents on Meta, and only about school.
Your OK first
I was a nurse. I watched families go home with a stack of papers and no idea what to do first.
Spec ad 10, render coming
10. I was a nurse. I watched families go home with a stack of papers and no idea what to do first.
10 · Whiteboard note
I was a nurse. I watched families go home with a stack of papers and no idea what to do first.
Buyer
A caregiver deciding whether to trust a new health app
Angle
A nurse as the founder, with no face on camera
Why: You said I was a nurse and that you built it as a navigation system. Sam’s founders are students. The note’s wording is ours and needs your OK.
Live in the app
Want your doctor to take your sleep seriously?
Spec ad 11, render coming
11. Want your doctor to take your sleep seriously?
11 · Screen cropped huge
Want your doctor to take your sleep seriously?
Buyer
Someone with a chronic or rare condition who isn’t believed
Angle
PROMIS sleep tracking as proof
Why: You said PROMIS results are something that the physician ... will believe. A Bearable review asked for proof I'm not being dramatic. No caregiver ad uses it.
From January
Lock in a lower price for your whole family.
Spec ad 12, render coming
12. Lock in a lower price for your whole family.
12 · Founding member card
Lock in a lower price for your whole family.
Buyer
The household manager ready to sign up the whole family
Angle
The founding-family offer, records connecting in January
Why: Nobody in the feed runs a founding or launch offer. Janet floated founding members on the call. No price on the art, and you set the number.
Live in the app
POV: you’re the only one in the family who knows everyone’s insurance info
Spec ad 13, render coming
13. POV: you’re the only one in the family who knows everyone’s insurance info
13 · POV caption, overhead table
POV: you’re the only one in the family who knows everyone’s insurance info
Buyer
The family’s medical secretary, six insurance cards in hand
Angle
Every card and appointment on one family plan
Why: A table covered in the family’s insurance cards is the “that’s me” moment, and the phone shows them all in one place.
Live in the app
Don’t download this just for you.
Spec ad 14, render coming
14. Don’t download this just for you.
14 · Big type behind three phones
Don’t download this just for you.
Buyer
A parent who would sign up alone
Angle
Family plan over individual
Why: You said it only works as good as the data we get. This turns that into the reason to bring Mom, Dad and the kids.

To confirm with you before any of these run

Spec drafts, built from the November 9 call, your App Store page and app screens, the Meta Ad Library and caregiver forums. Before any of them spends money, we’d confirm:
  • 01: that a photo of the discharge papers turns into a checklist at launch. If not, the ad keeps the papers with his meds and appointments instead, which is already live in the app.
  • 06: that records connect in January, and that the “next step” only shows overdue items from her own records, never care advice. No HealthX or TEFCA name goes on the art without your OK.
  • 08: that a reminder on a shared profile already reaches both Dad and the connected caregiver. If it reaches only one of them, the headline changes to fit.
  • 10: the note’s wording, “Families went home with piles of papers and no plan”, is ours, not yours. Also whether “Anna, RN, founder” on the art is fine (text only, no face).
  • 11: that the PROMIS sleep assessment is live for every user. Pain and energy were left out because we couldn’t confirm them.
  • 12: the founding cap (300 is our recommendation), that the rate is locked, and how it fits with your App Store promo for “our first 100 members”.
  • 04 (optional): whether the one-page visit summary is live. If it is, the second story line can say so. The current copy doesn’t depend on it.
  • 07: the 63 million figure, checked against the AARP and NAC 2025 report before it runs, since the source is printed on the ad.

Seven buyers, written for January.

These 14 came from one call, your app, the competitor read and real caregiver words. On Monday, November 16 at 1 PM Eastern, Will and Janet go through them with you, along with the app pricing and the January plan.

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