PacifiCare Seeks to Broaden Image with $20M Ad Campaign

PacifiCare Seeks to Broaden Image with $20M Ad Campaign

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HEALTHCARE by Vita Reed

Warm, fuzzy imagery and a “we care” message often are played up in healthcare advertising campaigns. Santa Ana-based PacifiCare Health Systems Inc. hopes to give those seeking a new health plan a different image this spring.






Much healthcare service advertising features “warm, smiling happy people,” according to James Frey, PacifiCare’s senior vice president for branding and strategic initiatives.






“The category of health insurance (advertising) is very generic,” Frey said. “Consumers are smarter. That’s not enough.”






PacifiCare is looking to W.B. Doner