Foundation Health Finds A New Target Market

Ad Strategy Focuses On Women As Healthcare’s Decision Makers
NEW YORK–Cadwell Davis has launched a new campaign for Foundation Health Services, a Woodland Hills, Calif.-based HMO network hoping to forge links with women by appealing to their personal issues and fears.
The ads, which are running in Arizona, California and New Mexico markets, introduce a new universal tagline, “Someone at your side.”
The New York shop leaned on a Psychologics study suggesting women are the primary decision makers when it comes to family healthcare. It concluded that dealing head-on with such issues as breast cancer would appeal to female consumers aged 18-49.
“Women make the decisions about a health plan, even if it’s the husband’s company,” said agency president Frankie Cadwell.
In one of three 30-second TV spots, a women gives herself a breast exam behind a clouded shower door. The peace of mind she gains, Cadwell says, takes the fear out of self-examinations. “We wanted to show how simple it was, very directly, and right in front of you,” she said. Other spots focus on various Foundation Health services, from mammograms to pregnancy tests. Unlike previous efforts, none of the ads feature doctors or hospitals.
While the network’s units operate under different names in different markets, “We want to make sure they stand for the same equity around the U.S.,” said Alex Labak, Foundation Health’s chief marketing officer.
Fourth-quarter spending will be $5-10 million, including TV, print, radio and outdoor. Media duties are housed at Horizon Media, New York.