Hospital Hires Hometown Agency

Greenville Healthcare Network Recruits Henderson Advertising
ATLANTA–Henderson Advertising in Greenville, S.C., has been hired by the Greenville Hospital System as agency of record.
Henderson’s chief executive officer, Ralph Callahan, estimated annual billings will be $2 million. He said the client did not conduct a review, but contacted the agency when it wanted to gear up its advertising efforts after several quiet years.
According to Competitive Media Reporting, Greenville Hospital System’s advertising expenditures for 1998 were $157,000. There are no major media expenditures listed for first-quarter 1999.
“When [GHS] originally picked Rockett Burkhead and Winslow, they talked to a lot of people,” Callahan said. “Since then, they hadn’t been doing much [advertising], and I think they felt confident that we could do the job without having [to go through the search process] again.”
Howell Clyborne, client vice president of public affairs, said Rockett [of Raleigh, N.C.] and GHS had “mutually agreed . . . that the best thing we could do would be get a local agency.”
“Henderson is a local firm that is part of the communities we serve, and that gives the agency a personal understanding of the upstate market,” said Frank Pinckney, president and chief executive officer of the Greenville Hospital System.
“The fact that two of their senior managers [creative director Bob Warren and director of client services Ron Counton] have significant healthcare experience in other large markets was certainly a plus in their selection,” said Danielle Dyer, GHS vice president for marketing and communications. “They will be a great resource.”
Callahan said Henderson would be doing “everything. Public relations, promotions, image advertising, media buys.” New advertising, expected to break in the fall, will be heavy on television and print, possibly some radio.
The Greenville Hospital System is one of the largest locally operated healthcare organizations in the Southeast, with more than 7,000 employees, 868 physicians and a county-wide network of medical facilities. It has centers for cardiac care, cancer treatment, behavioral health, rehabilitation as well as women and children’s healthcare.
“For a community our size to have a hospital offering leading edge technology and clinical treatment procedures . . . is truly unique,” Callahan said. “We have long coveted the opportunity to work with GHS.