Concepts. Here are example ads from two pitches I worked on at Kane & Finkel. Provenge is the name for a prostate cancer treatment. It's interesting because of the way it activates the patient's own unique cancer fighting cells to battle the disease. It is not a drug. Hopefully that clarifies the meaning of these concepts. The second set of ads were created for a cystic fibrosis drug. The big insight here is that the MD is able to focus on the root disease rather than the the many complications that typically arise for CF patients. All headlines by Ken Gutman. These ads were from around 2009.