Cronin, Others Pitch CareGroup

Medical Consortium Mulls 3 Finalists
BOSTON–A trio of agencies last week advanced to the final round of the review for the $3-4 million advertising account of CareGroup Healthcare System, a consortium of regional medical facilities.
Cronin & Co., Glastonbury, Conn., was the lone New England contender to advance, joining MRA, Syracuse, N.Y., and BVK/McDonald, Milwaukee, in the final round.
Allen & Gerritsen, Watertown, Mass., and Kelley Habib John Integrated Communications, Boston, had been semifinalists, along with Fletcher Martin Ewing, Atlanta, and Princeton Partners of Princeton, N.J.
Pile and Co., Boston, is overseeing the search, which is slated to conclude next month.
The three finalists all have considerable category experience.
Cronin, the smallest contender with roughly $50 million in billings, has worked for AIDS Project Hartford, Dana-Farber/Partners CancerCare and the Connecticut Children’s Medical Center. MRA, which is slightly larger than Cronin, has served DeKalb Regional Healthcare and Bausch & Lomb’s healthcare division. With billings in excess of $155 million, BVK/McDonald is the largest shop involved and has worked for numerous health-related clients, including Adventist Health System and Pfizer Pharmaceuticals.
Haggman, Manchester, Mass., which handled the business for six years, opted not to participate. Haggman’s most recent work for the client included testimonial-style ads for the client’s primary hospitals–Beth Israel Deaconess Medical Center and New England Baptist [Adweek, May 8]. K