New Michigan HMO Selects 2 Finalists in Agency Search

DETROIT-CareAmerica Michigan, a fledgling health maintenance organization based in Southfield, Mich., has chosen two finalists in a review of its $2 million account.
Contenders for the assignment are Mars Advertising, also in Southfield, and Edois Advertising of Birmingham, Mich., said Greg Williams, the healthcare provider’s vice president of sales and marketing. He did not identify other agencies that were considered but eliminated after the first round.
Advertising spending is expected to increase as the health maintenance organization signs up companies to offer the health plan, he said.
CareAmerica Michigan is jointly owned by CareAmerica Health Plans., with headquarters in Woodland Hills, Calif., and by Michigan Provider Network, a Troy, Mich., consortium of 2,500 physicians from nine local independent physician organizations.
The agency search is being coordinated by marketing personnel at the parent company in California, which recently conducted a review of its own, Williams said.
The two finalist agencies will make presentations at the Michigan office in the next several weeks.
A decision is expected by the end of the month, he said.
Full-scale advertising efforts in the state are expected to begin in the first quarter of next year, he added.
CareAmerica Michigan received its state license in July and will focus its efforts on targeting companies with up to 200 employees, Williams said.