Cranford Johnson Rob-inson Woods has been named agency of record for eDocAmerica.com, a company that provides 24-hour access to board-certified physicians via the Internet.
The Web site is unique in that it provides its medical services through corporate healthcare and benefit programs. The idea is that employees can take care of minor questions, physician referrals and routine prescriptions online, eliminating the need for an office visit and a co-payment charge.
"It's a neat concept, almost a no-brainer when you do the math," said Don Lenehan, senior vice president and director of account services at Cranford Johnson Robinson Woods. "All they have to do is eliminate a few office visits per employee and the service pays for itself."
Lenehan said the agency will conduct a business-to-business advertising effort targeting corporate benefit managers, as well as a business-to-consumer campaign to help companies present the service to employees.
Little Rock, Ark.-based Cranford Johnson Robinson Woods will launch a direct mail campaign locally for eDocAmerica.com, also of Little Rock, targeting eDoc client Acxiom Corp. The campaign will be extended nationally for Acxiom's workforce of 6,000.
Fortune magazine noted eDoc-America.com as an "unusual benefit" at Acxiom when it recognized the firm on its list of the best 100 companies to work for in America.
"[EDocAmerica.com is] a startup and we hope that as they grow the account will grow too," said CJRW's Lenehan.
Cranford Johnson Robinson Woods' 1999 billings amounted to approximately $75 million. The employee-owned, full-service advertising agency employs 135 at its headquarters and branch office in Fayetteville, Ark.