How you write your advertising copy will be based on where you will place your ad. If it’s a billboard ad, you’ll need a super catchy headline.

Many people don’t go to the doctor, not because they don’t care about their health, but because they don’t trust the system. That’s not about stubbornness. It’s about survival. And history has receipts. Here’s a breakdown of why this mistrust still runs deep—and what can be done about it.