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BVK/McDonald’s size and healthcare experience helped it vault past two Northeast shops for CareGroup Healthcare System’s $3-4 million account, the company’s head marketer said.
The Milwaukee agency, the largest among the finalists, beat out Cronin & Co. in Glastonbury, Conn., and MRA, Syracuse, N.Y., for the business. Pile and Co., the consulting firm in Boston, oversaw the competition.
BKV’s experience includes work for numerous health-related clients, including Adventist Health System and Pfizer Pharmaceuticals.
Among BVK’s attributes was the ability to assign different creative teams to Boston-based CareGroup’s different hospitals, to give each a different voice and distinct position in the market, said Lou Woolf, senior vice president of system development and communications for the client.
CareGroup expects to report a $70 million operating loss this year.
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