Comps of two concepts presented to client for IMPACT, a critical care formula for post-trauma surgery patients. The first comp is for a concept based around the simple facts about the product. The second comp is for a concept based around elevating medical nutrition to the level of standard medical procedures in the mind of physicians. The belly band and trade ad on the left of both comps are directed towards Intensivists and the ones on the right are directed towards Trauma Surgeons.