Gearon Hoffman Snares Private Healthcare

Gearon Hoffman has been awarded the estimated $2 million advertising account of Private Healthcare System.

The Boston agency, which has in the past worked on projects for the Waltham, Mass.-based client, bested several undisclosed agencies in a review. PHCS cited its pleasure with a print project that Gearon had undertaken earlier this year as a major factor in its decision to place the agency on retainer, ac cording to Elizabeth St. Saveur, director of marketing and corporate communications.

Those ads, which ran in insurance and human-resources trade publications, publicized PHCS’ accreditation and certification through various medical organizations. One ad reads, “We’ve been touting our commitment to quality for years. Now we’ve got company.” The ads carry no tag.

Upcoming PHCS work from Gearon Hoffman will continue in that vein, with new print efforts slated to break by the end of the year, St. Saveur said.

“We are happy with the win. It’s a national client that fits with our experience in healthcare and financial services,” said Bob Hoffman, president and chief creative officer of the 45-person independent shop. Gearon’s client roster also includes Allmerica Financial, Capital Crossing Bank, Sovereign Bank and Tufts Health Plan.

The win marks something of a comeback for Gearon Hoffman. Like many others, the agen cy enjoyed a growth spurt during the dot-com explosion of the late 1990s, but it has been slow to add significant new business this year. The shop claimed billings of $70 million and revenue of $9 million in 2000.

With about 6.5 million members, PHCS has one of the largest networks of affiliated healthcare providers, insurers, medical management companies and third-party administrators.