Tenet Texas Consolidates at Stone Ward

DALLAS Stone Ward has picked up advertising and marketing duties for Tenet Texas’ Regional Marketing Council, the shop said.

The Little Rock, Ark.-based independent agency contended for the business against finalists Slingshot in Dallas, Beals Cunningham Strategic Services in Oklahoma City and Ideocore in Santa Barbara, Calif., the client said.

In the past, Tenet’s 16 Texas hospitals have used various agencies to promote themselves, according to client representative Janeen Browning. Now, medical centers with specialties in common like cardiology and orthopedics will promote those product lines together through what she calls “a complete package of marketing ideas that hospitals can tap into for their market.”

That package will include print, direct mail and radio spots, as well as collateral materials, Browning said. The hospitals will handle their media buys.

“The real purpose is they can all afford higher production value materials because they are sharing the cost of having it done,” said agency president Millie Ward. “It’s a way to leverage the fact they all belong to the same company but allow them to individualize their communication to their neighborhoods.”

Browning said the hospitals could still work with local agencies “provided they are staying within our template guidelines.”

Among the hospitals that comprise Tenet Texas are RHD Memorial Medical Center in Farmers Branch, Sierra Providence Health Network in El Paso, and Houston Northwest Medical Center.

Billings for the assignment are undisclosed.