Healthcare Ad Efforts Ask, 'What If?'

Two managed-care providers, Kaiser Permanente and Blue Cross Blue Shield ask the question “What if?”–for different reasons–in new TV spots breaking this week.
Grey Advertising here breaks its first effort for Kaiser Permanente since winning its $30 million corporate account in January after a review.
The campaign positions Kaiser in Oakland, Calif., as a physician-driven outfit with the new tagline, “Kaiser Permanente. In the hands of doctors.”
“With the typical HMO, medical procedures recommended by doctors need the approval of administrators,” said Grey copywriter Jesse Vendley.