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CITING RISING HEALTH CARE COSTS BUSINESSES FACE TODAY, CAREAMERICA LAUNCHES 'ENDANGERED SPECIES' AD CAMPAIGN

 Ads are Departure from Current HMO Brand X' Comparisons
 CHATSWORTH, Calif., Feb. 16 /PRNewswire/ -- CareAmerica Health Plans, one of Southern California's fastest growing health maintenance organizations (HMO), has launched a multifaceted advertising campaign to increase its visibility with consumers and brokers, and position itself aggressively in the market. The campaign has been tailored to support the employer group products, as well as its Medicare HMO product targeted to seniors and other Medicare-eligible individuals.
 The campaign's group services theme -- unusual for a health care company -- is "Endangered Species," and links the need to preserve endangered species like the cougar, the wolf, the brown bear and the humpback whale with CareAmerica's commitment to preserve important but endangered assets such as affordable health care, independent businesses and personal service.
 "Our campaign communicates our concern about the extraordinary economic pressures that business and workers face today and our ability to provide quality and affordable health care," says Arthur M. Southam, M.D., executive vice president and chief operating officer for CareAmerica. "It accomplishes this goal by comparing two key issues of our times -- the environment and health care -- with graphics that are memorable and visual."
 Another series of ads promoting CareAmerica's 65 Plus product ties the imagery of the country's "Greatest Natural Resources," to seniors, the country's greatest human resources. The 65 Plus program, available throughout most of Los Angeles and Orange counties, covers services that most seniors and disabled individuals cannot get through Medicare, such as extended hospital coverage and prescription benefits.
 The "Endangered Species" and "Natural Resources" campaigns began rolling out in January with ads in the Wall Street Journal, the Los Angeles Times, and California Broker magazine. Additional print and outdoor media buys were made throughout CareAmerica's six-county service area of Los Angeles, Santa Barbara, Orange, Riverside, Ventura and San Bernardino counties. Television ads -- a first for CareAmerica -- are appearing on KCBS, KNBC, KABC, CNN, KCOP and ESPN.
 In selecting the theme of its advertising campaign, CareAmerica made the deliberate decision to reject the currently popular "Brand X" comparison advertising in favor of an image-building campaign. "We did not feel an ad campaign which preyed on consumer concerns or made negative comparisons of other organizations served our best interests or the interests of our industry," said Southam. "By choosing to communicate the benefits we offer and our concern for personal service, quality and affordability, we believe our campaign will support and promote standards of excellence within the entire HMO industry."
 The $4 million campaign was created by Pool Communications, a West Los Angeles advertising agency, under the direction of Harvey Pool, agency president, and Lee Livingston, creative director.
 In addition to the advertising, a new logo for the company is part of the campaign and will be featured on all of CareAmerica's redesigned sales and marketing materials.
 CareAmerica entered the health care arena in 1986, and has since enrolled 3,000 employer groups and 185,000 members into its HMO, PPO and life insurance plans. This includes more than 10,000 members in its senior Medicare HMO plan, 65 Plus, which was introduced in 1991.
 With a service area that spans six counties, and a commitment to customer service, CareAmerica is rapidly becoming known as Southern California's health plan of choice. The company's revenue for 1992 topped $250 million.
 CareAmerica is a privately held subsidiary of UniHealth America, a non-profit health care corporation with nearly $3 billion in annual revenue.
 -0- 2/16/93
 /EDITOR'S NOTE: Artwork of billboards and print ads are available in either color slides or black and white prints./
 /CONTACT: Marilyn Haese or Joy Scott of Marilyn Haese Public Relations, 310-470-9319, for CareAmerica/


CO: CareAmerica Health Plan ST: California IN: HEA ADV SU:

MS-KJ -- LA015 -- 6825 02/16/93 13:21 EST
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Date:Feb 16, 1993
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