Doe Will Treat Rural Healthcare

Doe-Anderson has added CHS/Community Health Systems to its client roster.

The account, estimated at $5-8 million, has pushed the Louisville, Ky., shop’s 2001 new business billings to $18 million, cushioning its January loss of R.J. Reynolds’ $37 million Winston creative duties.

Doe-Anderson acquired the business of the rural healthcare provider without a review.

“Since going public last year, our firm realized it needed to partner with an agency that could take us to the next level strategically and creatively,” said Wayne T. Smith, chairman and chief executive officer of CHS.

XOR Inc. in Tulsa, Okla., had handled the client’s marketing.

“They did great work, but we’ve grown so fast, we needed more,” said Smith.

Smith, a former Humana Inc. president and chief operating officer, joined CHS in 1997. The healthcare system has added 19 hospitals since then in small towns across the South and Southwest. Reported revenue for 2000 was $1.34 billion, an increase of 24 percent over 1999.

Smith cited Doe-Anderson’s relationships with Louisville’s Atria Retirement & Assisted Living, Humana and Jewish Hospital as one reason for his selection.

“We looked in Nashville, Louisville and New York, but after thinking and discussing, we decided on Doe,” Smith said. “They have long-term client tenure, good Internet capabilities and an impressive research and creative staff.”

Initial print, outdoor and broadcast ads will focus on the client’s emergency rooms, which account for half of the network’s business. CHS also wants to raise awareness of its physicians’ recruitment programs.

“It used to be a challenge to get doctors to rural America, but with the Internet, isolation is no longer an issue,” said Smith.

“We have little managed care; physicians can make a decent living,” he added.

CHS will also involve its ad agency in business planning meetings.

“This account will be interesting because they have so many hospitals,” said agency president and chief executive officer Dave Wilkins. “Instead of developing branding for one hospital, you have 53.”

Doe-Anderson’s 2001 account wins include the U.S. division of Lexmark International, Lexington, Ky.; The Newport Aquarium, Newport, Ky; cigar maker Swedish Match, Richmond, Va.; and the Kentucky Tourism Development Cabinet, Frankfort, Ky.