Covenant Health System Inc. and Family Health Systems Inc. in Brooksfield, Wis., began a $500,000 advertising campaign last week to promote their new health insurance plan, the product of a joint venture announced earlier this year.
Billboards and a new logo are the vanguard of the campaign to help the two healthcare providers crack a mature market crowded with HMOs and other managed care plans.
The two will market their new plan as Community Health Plan of Wisconsin. Designed by William Eisner & Associates, the campaign will feature 10-and 30-second television spots, messages carried on 100 buses in the Milwaukee Transit System, and even a painted bus.
Public radio sponsorships, newspaper and magazine ads will support the bus campaign. (414/780-4200)