Moms Are Cook’s Top Priority

Fogarty Klein & Partners, Houston, has launched its first work for Cook Children’s Health Care Network since landing the account in August.
The Texas-only initiative aims to keep the hospital’s services and physicians top of mind while employees select their insurance plans for 1998, according to the agency.
The effort includes print and radio work, with outdoor boards launching later this month.
Fogarty’s research identified mothers as the primary healthcare decision makers. To that end, the ads appeal to mothers concerned about their children’s health. One execution uses the headline, “There are a lot more questions to ask your child’s doctor than ‘Are you on our plan?’ ” The ad includes a clip-and-save list of questions to ask a pediatrician.
“In this campaign, we took a remarkably [atypical] healthcare approach because we actually provide useful information for the consumer–the mom. The result is advertising she will read, keep and use,” said Nancy Self, agency senior vice president and creative director.
A supporting outdoor execution carries the headline, “Around the corner when it’s simple. Around the clock when it’s not.”
Located in Fort Worth, Texas, Cook Children’s encompasses a medical center, a physician’s network and a home health operation.
Fogarty topped five other undisclosed finalists in and outside of Texas to land the account, which was previously handled on a project basis by JWT Specialized Communications in Dallas.