Health System Checks Up Marc

After a brief review involving just one other shop, the UPMC Health System and Health Plan chose Marc Advertising as its agency of record.
Pittsburgh-based UPMC split with hometown agency Bozell Kamstra in December after nearly five years, said Ann Metzger, who heads marketing efforts for the client.
UPMC, which is affiliated with the University of Pittsburgh, had assigned a project for its health plan to Marc, which led Bozell to pursue business from a competitor, Highmark Blue Cross & Blue Shield, an account it later secured.
Pittsburgh’s Marc faced Gray Baumgarten Layport, also in Pittsburgh, for the whole account. Metzger declined to disclose billings. However, based on competitors’ spending in the healthcare and insurance field, the business is expected to bill in the $10 million range.
The client’s health system covers 19 hospitals served by 5,000 doctors in western Pennsylvania. In 1996, it launched its health plan, which now claims 200,000 members.
Marc and client marketing executives are still working out an ad plan. In the past, UPMC has run TV, radio, print and outdoor ads under the tag “Choose your health care as if your life depended on it,” Metzger said. The insurance portion of the business used the line “Your health care and your health plan.”