Sun Healthcare Group Selects O&M To Brand Its Many Divisions

LOS ANGELES – Ogilvy & Mather’s office here has picked up ad duties for Sun Healthcare Group after a review of undisclosed shops.
The agency is charged with developing a cohesive brand message for the growing health services company, which operates long-term care facilities worldwide. O&M was hired on a fee basis, and the exact spending for this year has not yet been determined, according to agency executives.
The Albuquerque, N.M.-based company has divisions ranging from skilled nursing care to subacute care to rehabilitation therapy.
“It’s a full soup-to-nuts branding exercise for all of their divisions and all of their alliances,” said Brad Fornaciari, an O&M account director.
Advertising will consist primarily of business-to-business work, with a possible consumer component. Agency and client executives held their first input session last week.
O&M’s Los Angeles office has handled healthcare advertising for FHP and PacifiCare in the past, and the agency is currently a finalist in the review for Secure Horizon’s $11 million account. But Sun executives said they were particularly impressed with an assignment the shop handled for Microsoft a few years ago advertising the software maker’s bundling of its Office products.
Sun Healthcare Group markets its ancillary healthcare services to nonaffiliated nursing homes.
The company current advertises almost exclusively in healthcare trade publications.
–Angela Dawson