Fraser/Young Lands Inter Valley, Its Second Healthcare Client

Fraser/Young, which handles the UCLA Health Network account, has added a second healthcare client to its roster.
Inter Valley Health Plan, a Pomona, Calif.-based health maintenance organization, recently hired the Santa Monica, Calif.-based shop to handle its $2-4 million account, after a review of Southern California agencies. The client’s previous shop, Poppe Tyson’s Los Angeles office, did not participate in the review.
“We initially looked at 10 agencies with healthcare advertising experience,” said Cyndie O’Brien, Inter Valley’s director of corporate communication. “[Fraser/Young] had a great research background as well as experience in the category.”
Fraser/Young will develop radio advertising, direct marketing and collateral materials for the client, according to agency president Renee Fraser. The bulk of the account will involve direct marketing to senior citizens. Andy Chase, who recently joined the agency from Western International Media in Los Angeles, will head the direct portion of the account.
The agency’s first work will likely be a direct mail campaign that will get under way within the next month or two, O’Brien said. Some research projects are also in the works.
The agency’s challenge is to help Inter Valley, which boasts 60,000 subscribers, compete against Southern California’s much larger HMOs with bigger budgets.
In addition to Inter Valley, the agency recently picked up a business-to-business assignment from electronics maker TDK. –Angela Dawson