CareGroup Gives Haggman A Shot

Haggman last week was named agency of record for CareGroup, the holding company for several Bay State hospitals.
The Manchester, Mass., shop was selected to handle the $2.5 million assignment following a review that included four Boston agencies: Cohn Godley Norwood, Heater Advertising, Holland Mark Martin Edmund and Ingalls Advertising.
Boston-based CareGroup was formed a couple of years ago after the merger of Beth Israel and New England Deaconess hospitals. The holding company also owns Mount Auburn in Cambridge, New England Baptist in Boston, Deaconess-Glover in Needham, Deaconess-Nashoba in Ayer and Deaconess-Waltham in Waltham.
Haggman, which for five years worked for Beth Israel and New England Deaconess hospitals prior to their merger, handled CareGroup’s account on a project basis before client officials held a formal review.
“We are one of the few agencies in the area that has extensive hospital experience, and we’re really good at it,” said Emily Haggman, the agency’s senior vice president. “That’s what really differentiated us. We really, really wanted this.”
Tony Swartz Lloyd, CareGroup’s senior vice president of corporate communications, said it was Haggman’s “superb creativity” and understanding of Massachusetts’ healthcare marketplace that tipped the scales in its favor.
Haggman last fall launched a branding campaign for CareGroup using the tagline, “We’re here for you.” A single television spot sought to introduce the CareGroup name and position the client as a major healthcare provider. The budget for that effort was around $1 million.
The 30-second commercial showed the exteriors of the six hospitals and a group of physicians strolling the hospital grounds. A voiceover called CareGroup a “family of primary care physicians and nurses serving over 100 communities.”
The agency next month will break what Haggman called CareGroup’s “most integrated” campaign, which will include broadcast and print executions as well as direct mail and collateral materials.