By Joan Voight
SAN FRANCISCO--Katsin/Loeb prevailed over contenders around the country to win the SelectCare healthcare advertising account.
The San Francisco agency captured the estimated $3 million business for the Troy, Mich.-based managed healthcare provider after a four-month review.
'Katsin/Loeb has (more) managed care and Medicare experience than agencies in Michigan as well as an outstanding creative edge and brand-building capabilities,' said Dee Marx Prosi, the company's director of advertising. Incumbent Mars Advertising in Southfield, Mich., which handled the account for four years, was one of the contenders.
'This assignment fits well with our agency's history of helping companies gear up for the realities of the rapidly changing health care environment,' said the agency's president, Daniel Katsin.
The shop's client roster includes Yale New Haven Hospital in New Haven, Conn.; Catholic Healthcare West in San Francisco; and Valley Care Health System in Pleasanton, Calif. Past accounts include Kaiser Permanente, a health maintenance organization based in Oakland, Calif.
The agency won the business by focusing on strategic thinking, said the shop's officials. The first work, including regional print and TV ads, is slated to break this fall.
Katsin/Loeb is charged with developing a new position and fresh themeline for the client.
'The healthcare market in Michigan is similar to the California market seven or eight years ago,' Katsin explained. 'Several players without a big advantage are jockeying for position,' he said.
Selection of a West Coast shop 'offered the client a window into the future,' he said. Yet the Michigan market is different with its concentration of large employers and strong presence of unions, which are wary of managed health care, Katsin added.
SelectCare offers three healthcare programs through a network of 31 Michigan hospitals.
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