Scope claim · Could be specific, and is not
“Customized just for you”
What the assessment is, who does it, and what actually changes from one client to the next.
Wording it covers
The claim reader flags phrases like these, wherever they appear in an ad:
- “customized just for you”
- “custom protocol”
- “tailored to you”
- “bespoke treatment”
- “personalized plan”
What would back it up
- What the assessment consists of
- What varies between two clients
- Who decides, and whether it’s the person treating you
The question to ask
Customized based on what assessment, done by whom, and what changes in my case?
Can it be checked?
Could be specific, and is not. It could be said specifically, and isn’t. Ask for the specific version.
Scope. A claim about who it suits. Ask what screening happens before it’s offered to you.
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