Vogt/Wein has launched a spring campaign for Oxford Health Plans that focuses on the client's "commitment to higher standards" across the spectrum of healthcare services it provides.
The print-based effort targets managers and human-resources executives at companies that may do business with Oxford.
"We wanted to demonstrate that Oxford cares how people think about their health," said Jeff Vogt, partner and co-executive creative director of the Westport, Conn., shop.
The budget was not disclosed. The client spent more than $6 million on ads last year, per Competitive Media Reporting.
One ad shows a patient's view from an operating table. It reads, "You're not hoping he's the best cardiac surgeon in the hospital. You're hoping he's the best cardiac surgeon in the solar system."
Another execution shows a close-up of a crying baby and begins, "At 2 a.m. you don't want to talk to an answering service. You want to talk to Florence Nightingale."
All of the ads carry the tagline, "There is another way," a theme used in prior Oxford work by Vogt and revisited in the current campaign.
"It really fit with our strategy for this round [of ads], which is about raising standards for the industry," Vogt said.
Chuck Green, vice president of marketing at the Trumbull, Conn.-based health maintenance organization, agrees. "The ads talk to the quality issues and standards we bring to managed care," Green said. "We want people to focus on these standards and how we apply them."
The four ads that constitute the campaign are appearing in The Wall Street Journal and various local newspapers, as well as on New York commuter trains. TV and outdoor executions will follow before the end of the year.
Vogt/Wein's work for Oxford began in 1993 with a direct mail and collateral campaign. Later, the agency added print assignments for the health plan's Medicare division.
Other clients of the 20-person, $15 million agency, which is part of Interpublic Group's DraftWorldwide network, include Allied Domecq, EBS Dealing Resources and George Little Management.