St. Joe’s to Name Outside Specialist

Match, Morrison, Sawyer Are Finalists for 117-Year-Old Hospital
ATLANTA–Atlanta’s oldest hospital wants a new agency.
Two years after they decided to internalize advertising operations, marketing officials at St. Joseph’s Hospital here have reduced a field of 10 agencies to three. The winner will be expected to enhance the creative and production components of the client’s advertising strategies, according to Joe Robb, the hospital’s director of marketing and communications.
Finalists for St. Joseph’s business include Match, The Morrison Agency and Sawyer Riley Compton. All three shops are based in Atlanta and made final presentations at the hospital last week.
Robb would not divulge the budget for the account, and all three shops reported the hospital was not forthcoming with that information during their preparations.
Area agencies with similar healthcare responsibilities said the hospital’s business probably would be worth more than $1 million, including media. With St. Joseph’s maintaining media buying in-house, the value would be substantially less.
Robb said that the not-for-profit, 346-bed facility, built in 1881 and owned and operated by the Sisters of Mercy, was looking to “broaden its perception [with consumers]” from being a specialty center for cardiology and oncology “to more of a full-service hospital for everything from strokes to diabetes.”
The future advertising campaign ideally will consist of television, radio, direct mail and a limited amount of print, according to Robb. He added that the work would involve “good, strong branding [by] redoing all [of the hospital’s] creative from an advertising perspective.”
Before the hospital began its in-house ad-vertising efforts, the account was at Aydlotte & Cartwright in Atlan-ta. That agency was invited and participated in the early rounds of the current review process, but was not among the finalists.
Robb said hospital officials expected to come to a consensus and name an agency before the end of this week.
The Sisters of Mercy is a Catholic order of nuns working primarily in healthcare, education and social services. The order currently has 6,000 members in the U.S.