Patrick Sherman partnered up with Ari Merkin and healthcare technology company Athenahealth to bring us “Let Doctors Be Doctors.” The campaign has a disruptive, important message: the healthcare industry needs to stop focusing so much on electronic record-keeping so clinicians can do their jobs. Since 2009, under the American Recovery and Reinvestment Act of 2009, providers of healthcare are given incentives to use health information technology such as EHRs (electronic health records) for record-keeping. The ads thoughtfully employ humour to shed light on how medical professionals aren’t able to provide top notch care to their patients because they spend too much time on computers doing EHRs.