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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.
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