Doner Bows PacifiCare Work

Doner’s first work for PacifiCare Health Systems attempts to convey the breadth of services offered by the company.

The campaign highlight company services such as the “pregnancy to preschool” program, which takes care of a mother and child’s healthcare from conception until the child enters preschool, and the “Quality In dex” pro gram, which provides ratings for doctors groups.

Doner, Southfield, Mich., won the Santa Ana., Calif., company’s $20 million account in January following a review. The account was previously spread among various shops, with DavisElen in Los Angeles holding the largest share. PacifiCare wanted to consolidate with an agency that could better brand it as a broad-based supplier of health services.

Shot in black and white, Doner’s initial two spots address the cynicism consumers have toward the industry by assuring that PacifiCare can back its promises, according to executive creative director John Parlato.

A branding spot set to break this summer has a woman declaring, “All healthcare companies say they care. But I need more than talk.” A voiceover responds, “PacifiCare believes caring is good. Doing something is better.” Against a series of images, the voiceover talks about how “healthcare is more than just about caring,” before concluding that “people expect deeds, not just words. That’s what we deliver.”

The first ad, which broke last week in 60- and 30-second versions, highlights PacifiCare’s Secure Horizons Medicare supplement programs.

Print, outdoor and collateral advertising will be added in the fall to support the broadcast work, along with a direct-mail effort.

The campaign is airing in California, Arizona, Colorado and Oklahoma, then in August will roll out in the other four Western states served by Pacifi Care.

The Doner creative team responsible for developing the campaign includes Parlato, art director Mark Cooke and copywriter Bryan Hutson.