Ochsner Clinic & Foundation Hospital last week named Peter A. Mayer Advertising here to head its local and regional advertising as agency of record.
Ochsner, which has handled its advertising internally for more than a decade, held a review for the account, which industry observers estimate will top $2 million in the next year.
Merri Freeman, director of marketing and communications at Ochsner, declined to name the three other agencies that made proposals in the informal search, but she did say they were local shops.
Mayer has extensive category experience working with Tenet Healthcare Corp. and Touro Infirmary. Mayer won Tenet's regional business in 1995, but it was consolidated into a national account the following year.
Freeman said Mayer won the Ochsner advertising account because the agency was "a results-oriented strategist . . . They give you more than just creative."
The 54-year-old Ochsner Clinic & Foundation Hospital has been recognized as one of the region's top healthcare institutions. Ochsner, with 28 locations in southeast Louisiana and working relationships in Central and South America, has been a leader in treating heart disease.
Ochsner was ranked among the top hospitals in the country in the July 27 edition of U.S. News and World Report.
Mayer will break an image campaign for Ochsner in mid-September, which will also focus on the client's specialty services, according to agency president Mark Mayer. The advertising will help Ochsner leverage its position as the market leader in healthcare, he said.
"We will be providing Ochsner with a fully integrated line of services," Mayer added. "This is a major win for us."
Mayer's work for Ochsner will include television, print and radio ads. The New Orleans shop claimed 1997 billings of $44.7 million.