O&M Triad: You, Doctors, HMO

The partnership among physician, patient and healthcare provider is the focus of a $10 million advertising campaign for PacifiCare Health Systems.
The campaign, which encompasses broadcast, print and outdoor media, is the first from Ogilvy & Mather here since winning the account earlier this year. Western International Media is responsible for media buying.
The campaign is running in PacifiCare’s 12-state region. Television ads broke last week in markets including Los Angeles and will roll out in other Western locales.
The campaign themeline, “You. Your doctor. And PacifiCare,” emphasizes the relationship among the three entities, said Ogilvy group account director Brad Fornaciari. “The campaign supports this notion of an added-value kind of relationship, which appears not just in advertising but in all aspects of [PacifiCare’s] business.”
Ogilvy’s Jessamine Tepper served as art director; executive creative director Bill Stenton and Andy Bobrow were the copywriters. Denise Welch is the management supervisor on the account.