Tulane Hospital Turns to Keating Magee

DALLAS Keating Magee said it has been awarded the $1 million advertising account of Tulane University Hospital & Clinic.

The New Orleans shop won the business of the 300-bed university hospital in a review against The Graham Group of Lafayette, La., which had been doing work for the client on a project basis, according to Keating Magee CEO Jennifer Magee.

The first major campaign will break in New Orleans in mid-June and encompass television, radio, print and outdoor.

The shop will focus on refining the brand image and improving the hospital’s position in New Orleans’ highly competitive healthcare market, Magee said. “We will be working on clarifying their position,” she said. “Up until now it’s been very fragmented.”

Magee said the client is a good fit. “We have a good understanding of the difference between a traditional hospital and an academic hospital [like Tulane],” she said. “That’s going to be an important element in our campaign.”