American WholeHealth Taps Boston Shop
BOSTON--Berenson, Isham & Partners here has been chosen by American WholeHealth to build awareness of its health centers.
Berenson, Isham was selected following an informal review of undisclosed shops, according to agency president Anders Ekman.
Williams Whittle Associates in Alexandria, Va., had handled the assignment. The decision to part ways was made after the client opted for more of a direct marketing approach, according to Bill Eggbeer, vice president of marketing at Reston, Va.-based America WholeHealth. Initial spending is $1 million, Eggbeer said.
Founded five years ago, American WholeHealth facilities integrate traditional medicine with alternative therapies such as acupuncture and chiropractic services.
The company recently opened its first New England facility, in Arlington, Mass. All told, American WholeHealth operates 15 facilities in markets including Bethesda, Md., Chicago and Denver.
The assignment includes the creation and placement of a print-based campaign intended to generate name recognition for the client and help consumers feel comfortable with the company's approach to health and fitness, Ekman said.
Creative work from Berenson, Isham is now being finalized and will likely break in newspapers such as The Boston Globe and Boston Herald in the next few weeks, Ekman said. At present, no broadcast efforts are planned, he added.
A direct marketing effort will follow shortly thereafter, targeting women and people with chronic ailments such as sore backs, joint and muscle aches and sinus and asthma woes, Ekman said.
Although hospitals and health maintenance organizations will not sell member lists, the agency is planning to cull names from the subscription lists of magazines such as Prevention and various other sources, Ekman revealed.
Berenson, Isham does have experience in the healthcare category, having worked for Harvard Pilgrim Health Care and Physicians Health Services, an HMO in Connecticut.