Tufts Unveils Healthcare Spots

Tufts Health Plan last week broke two TV commercials focusing on the special care and services available to its members.
A pair of 30-second spots from Gearon Hoffman in Boston will run in Massachusetts and New Hampshire through June to take advantage of the open-enrollment period, during which consumers and companies often review their healthcare options.
One ad highlights the client’s physician advisory councils–groups of doctors who advise Tufts’ senior management on the types of treatment and coverage the health maintenance organization should offer. In the ad, doctors are shown having an animated discussion about healthcare issues.
The other execution gives examples of case management, showing how Tufts’ staffers monitor patient progress over the long haul and make certain that given courses of treatment are adhered to. The visuals show the HMO’s registered nurses easing the apprehensions of patients returning to their homes after protracted stays in the hospital.
“We are trying to point out some of the special aspects of the plan, to illustrate the differences that exist between this company and other plans,” said agency president Bob Hoffman.
The campaign continues to employ the tagline, “No one does more to keep you healthy,” which was developed by Gearon Hoffman a couple of years ago.
Jon Pietz served as creative director and art director on the ads; Ken Gleason wrote the copy. Annual broadcast spending is believed to be in the $2-3 million range.
Waltham, Mass.-based Tufts has been on a roll of late, increasing its membership by 32 percent in 1997, tops among local healthcare providers, according to statistics from the Massachusetts Division of Insurance. The company currently ranks third among Bay State HMOs, with 581,446 members, just behind Blue Cross & Blue Shield of Massachusetts’ HMO Blue, which has nearly 600,000 members. The local leader is Harvard Pilgrim Health Care, which boasts almost one million members.