WholeHealth Taps Berenson

Share this article:
Through an integrated campaign using both direct and mass marketing, Berenson, Isham & Partners, Boston, will help American WholeHealth, Reston, VA, promote its concept and build its business.


American WholeHealth, with centers in Boston, Chicago, Denver and Bethesda, MD, is a healthcare provider that integrates alternative therapies such as acupuncture and massage therapy with traditional medicine through physician-supervised treatment.


Initially, the agency plans to use mass media, particularly print, to raise awareness of the organization's centers and its healthcare philosophy.


"We are going to be doing a lot to mainstream the concept," said Anders Ekman, president of Berenson, Isham & Partners. "We want to show people that the concept is credible, safe and that it's not something to be afraid of, it's not something you're experimenting with."


Ekman said the agency will be aided in its efforts to bring the concept further into the mainstream by prevalent attitudes toward medicine and health care.


"It's really an idea whose time has come," he said. "There seems to be a growing dissatisfaction with medicine. People aren't getting enough time with their doctors due to managed care. They feel in the limited time they have with their doctors, doctors just give them medicine to make them feel better rather than take everything -- such as lifestyle and diet -- into account. American WholeHealth takes a more global, holistic view of the condition."


The print advertising awareness campaign, is scheduled to launch this month, followed closely by direct mail campaigns. Initially, mail will target certain groups predisposed to the concept, such as chronic pain sufferers and well- educated women between ages 35 and 65 who make more than $75,000 a year.


Later, the agency may explore more target audiences and may strike marketing alliances with natural food markets or other complementary businesses.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Are You Really Ready for Customer Experience?

Are You Really Ready for Customer Experience?

Marketers can talk a good game about customer centricity, but actions speak louder than words.

Essentials in Content Marketing: Think like a best-selling author

Essentials in Content Marketing: Think like a best-selling ...

Imagine if all the electronic content thrown your way daily was actually printed on paper. To stand out from those piles of worthless pixels, you must offer your audiences intriguing ...

The Mobile-Email Marriage

The Mobile-Email Marriage

Marketers who considered leaving email at the altar are finding renewed passion for the channel as an ever-increasing number of customers triage, read, and click-through email on their smartphones.