Partners HealthCare Launches Review for Cancer Hospitals

By David Gianatasio

BOSTON–Agencies with at least some healthcare or medical expertise are being sought to pitch an account that will market the cancer care facilities of three of the region’s largest hospitals.

The Dana-Farber/Partners CancerCare initiative has tapped Pile and Co. in Boston to oversee the review. Annual billings are $1-2 million, said Caroline McKenney, the client’s director of marketing.

The new initiative is a cooperative effort of the Dana-Farber Cancer Institute, Massachusetts General and Brigham & Women’s hospitals. Massachusetts General and Brigham & Women’s are both managed by Partners HealthCare in Boston.

The $4 million ad account of Partners HealthCare is handled by Hill, Holliday, Connors, Cosmopulos in Boston, which was rehired by the client following a review this year.

Some agency executives cried foul during that process, citing Hill, Holliday chief executive Jack Connors’ status as chairman of Partners HealthCare’s board of directors. Hill, Holliday will not pitch the new cancer care initiative, according to agency senior vice president Scott Cheyne.

Ingalls Advertising in Boston handles advertising for The Jimmy Fund, the principal fundraising arm of Dana Farber. The assignments to Hill, Holliday and Ingalls are not affected in any way by the new initiative, McKenney said.

The winning agency will create and place ads promoting the hospitals’ adult cancer care programs to prospective patients, their families and the medical community, McKenney said.

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New England