Milwaukee’s BVK/McDonald Triumphs In Iowa and N.J. Healthcare Account Reviews

Milwaukee’s BVK/McDonald has been chosen by Iowa Health System for its $2.5 million account, following a review.
The healthcare specialty shop was also selected, after a separate review, to be the agency for an as-yet-unnamed health system anchored by two medical centers in central New Jersey. That account was estimated at $1-3 million.
In the Iowa Health System contest, BVK/McDonald was chosen over four other contenders, including incumbent Creswell, Munsell, Fultz & Zirbel in Cedar Rapids.
Other agencies that made final presentations during the review were Sturm Rosenberg Cafferata, Chicago; Medimetrix Unison, Englewood, Colo.; and GreenHouse Communications
in Chicago.
Des Moines-based Iowa Health System consists of seven hospitals in five Iowa cities and 250
doctors working out of about 30 communities in the state.
The system’s growth led to the decision for an agency review, and about 21 agencies responded to requests for proposals sent out earlier this year. The process was narrowed down to the four finalists after strategic and creative presentations.
In the New Jersey review, BVK/McDonald bested two other finalists to represent a new health system anchored by the JFK Health System in Edison, N.J., and Muhlenburg Medical Center in Plainfield, N.J. Susan Alcorn, a representative at JFK, said some 15 agencies were contacted initially, but she declined to name the finalists.
The system’s ad budget, which Alcorn said is still being determined, is expected to come in at about $1-3 million.
Radio and print advertising will be mixed with substantial public relations and direct response elements, Alcorn said.
The system, which will serve central New Jersey, needs a branding and positioning effort to convey its new name and capabilities.
“[BVK/McDonald] will be in charge of positioning the system,” Alcorn said.