Liberty Medical Taps Rapp Collins

Liberty Medical Supply Inc., a direct-to-consumer Medicare provider of diabetes testing supplies, medicine and management products, named Rapp Collins Worldwide, New York, to run a direct response television ad campaign, among other direct marketing efforts.

The agency's direct work will support Liberty Medical's current TV ads featuring actor Wilford Brimley. It also is charged with conducting a market evaluation and developing a plan to expand the client's diabetes market segments.

As support, Rapp Collins will use fellow Omnicom Group Inc. shops OMD for media services and Porter Novelli North America for public relations work on the account. Spend on direct marketing was not disclosed. But Liberty Medical has a total marketing budget of $55 million.

Founded in 1989, Liberty Medical was bought seven years later by PolyMedica Corp., a medical products and services company.

Appointing a new direct marketing agency along with PR support is meant to achieve two objectives for Liberty Medical. One is to target its current customer base of Medicare seniors with a new DRTV spot. The other is to extend its marketing footprint to diabetes patients in other market segments.

In the past 15 years, Liberty Medical has home-delivered health products to more than 1 million customers.

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