Healthcare Reviews Decided

CHICAGO – Healthcare reviews in Wisconsin and Michigan wrapped up last week, with Aurora Health Care in Milwaukee choosing Sturm Rosenberg King in Chicago, and The University of Michigan’s M-Care managed care organization selecting Solomon Friedman Advertising in Bloomfield Hills, Mich.
Aurora’s review for its estimated $3 million account was its second in less than eight months. The company, which operates 12 hospitals and 125 clinics in eastern Wisconsin, first selected Cramer-Krasselt in Milwaukee in November. But C-K resigned the account in March when, according to the agency, the client opted not to pursue a blanket branding campaign, but instead chose to let individual hospitals and clinics decide on ad plans within their markets.
Sturm Rosenberg King had joined C-K and Hughes, Ruch & Murphy in Brookfield, Wis., as finalists in the first review. Incumbent Bender, Browning, Dolby & Sanderson, Milwaukee, did not participate.
Agencies in the second review could not be determined. An Aurora representative could not be reached for comment.
The M-Care managed care organization chose Solomon Friedman as agency of record for both the M-Care commercial and M-Care senior plans, together worth about $3-5 million.
M-Care officials had selected Sefton Associates in Grand Rapids, Mich., in February 1997 as agency of record for its $2 million commercial account. Sefton joined Providence Communications in Medesto, Calif., which M-Care had hired in August 1996 to handle the $1-3 million senior plan, aimed at Medicare recipients.
Last June, M-Care took the commercial account in-house, but retained Sefton for projects. Providence continued to work on the senior plan with joint venture partner Solomon Friedman until the consolidation at Solomon Friedman.