Va. Client Heads North

Berenson, Isham & Partners here has been tapped by American WholeHealth to generate public awareness for the Reston, Va.-based client’s health centers.
Williams Whittle & Associates in Alexandria, Va., was the incumbent.
The account bills about $1 million, according to client vice president of marketing Bill Eggbeer.
Berenson, Isham was chosen after an informal review of undisclosed agencies, said Anders Ekman, president of the shop.
The assignment includes the creation and placement of a print campaign to create name recognition for the client and help make consumers feel comfortable with the company’s approach to health and fitness, Ekman said. Founded five years ago, American WholeHealth operates about 15 walk-in facilities that integrate traditional medicine with alternative therapies like acupuncture and chiropractic services.
The client recently opened its first New England location in Arlington, Mass. All told, American WholeHealth has about 15 facilities in several markets, including Bethesda, Md., Chicago and Denver.
Creative work from Berenson, Isham is now being finalized and will likely break in newspapers such as The Boston Globe and Boston Herald in the next few weeks, Ekman said. Direct marketing will follow shortly thereafter, targeting mainly women and focusing on people with ailments such as sore backs, joint and muscle aches and sinus and asthma woes, Ekman said. At present, no broadcast efforts are planned.
Although hospitals and health maintenance organizations will not sell such lists, the agency will cull names from the subscription rolls of magazines like Prevention and “various sources,” Ekman said.
A factor in the agency’s selection by American WholeHealth was its work on behalf of former clients Physicians Health Services, an HMO in Connecticut, and Harvard Pilgrim Health Care.