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Blanchard Forms 'Recession-Proof' Unit

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DALLAS Blanchard Schaefer Advertising has been awarded the advertising account of EmCare. The win has led the agency to form a new business division specializing in healthcare clients.

The Arlington, Texas, shop won the creative and media account of EmCare, which sells outsourced emergency room services, following a review against local agencies. The client had used a handful of agencies in the past, according to shop principal Ken Schaefer.

The Dallas-based client has charged Blanchard with defining its corporate identity and promoting its brand through a business-to-business advertising campaign that will include online, print, brochures and collateral.

Schaefer said the client's previous message was "disconnected and lacked consistency," which was particularly detrimental given the fragmentation of the industry. He said, "It was very 'me too' with the rest of the industry and we wanted to help them move the bar and establish themselves as market leaders."

The agency has rebranded the client as one that does not sacrifice patient care and customer care at the expense of business. The new tagline: "EmCare-emergency medicine, customer driven."

The first branding campaign begins next month. A recruitment effort recently broke, Schaefer said. He estimates billings to be "just under a million."

Leading the agency's new business group as account director is Kim McRee, who recently joined Blanchard from Krause Advertising in Dallas, where she worked on several healthcare accounts including Presbyterian Healthcare System of Dallas.

GHN Online, a billings management group, and EMEDS, a continuing education company for medical professionals, are two other healthcare clients of Blanchard.

"Healthcare is recession-proof," Schaefer said. "We have experience in the category, it's a growth category, and when you combine it with the demographics of America, the healthcare group is going to stay healthy for a long time."