MedStar Health Names Doner as Agency of Record

By Erik Oster 

MedStar Health, “the largest healthcare provider in Maryland and the Washington, D.C., region,” has selected Detroit full-service cerative agency Doner as its agency of record, following a nationwide review conducted by Bajkowski + Partners LLC.

The agency will be tasked strategy, creative and production for a new branding effort launching in 2019.

“We have been seeking a creative partner with the insights and capabilities to help us tell our story in a creative and compelling way,” MedStar Health senior vice president, marketing and strategy Kevin Kowalski said in a statement. “Doner’s range of creative work demonstrates that they can break away from the conventions of traditional healthcare advertising.”


MedStar Health encompasses ten hospitals, over 300 urgent care, physician practice and other community-based care sites, and a home health agency, and is the medical education and clinical partner of Georgetown University.

Doner has a history of working with healthcare clients, including the recent award-winning “#LivingProof” campaign for Highmark Health and Allegheny Health Network. The agency has handled the Highmark Health and Allegheny Health Network account since taking over for Mullen, following a 2015 review.

The MedStar Health appointment follows the launch of Doner’s consumer connections practice and promotion of Marcus Collins to chief consumer connections officer, in April. Back in January, Doner welcomed a series of senior hires after picking up business as part of McDonald’s consolidation of its retail and local marketing partners.