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The Penn State Geisinger Health System selected BVK/McDonald in Milwaukee as its agency of record following a review, agency executives said last week.
The health system is the result of a merger earlier this year of Geisinger Medical Center in Danville, Pa., and Penn State University’s Milton S. Hershey Medical Center in Hershey, Pa. The new system operates four hospitals and numerous clinics in 40 counties outside the state’s urban centers of Pittsburgh and Philadelphia. With some 1,000 doctors under its aegis, it is one of the nation’s largest mostly rural health maintenance organizations, said Dick McDonald, managing officer at the agency.
Ad spending is estimated at $3.5
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