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PRUDENTIAL HEALTH CARE LAUNCHES NEW AD CAMPAIGN; PRINT AND BROADCAST ADS REFLECT CHANGING HEALTH CARE SCENE

 HORSHAM, Pa., Sept. 20 /PRNewswire/ -- With President Clinton's health care reform plan just around the corner, physicians, insurers, businesses and the general public are trying to make sense of the many uncertainties facing the country's $700 billion health care system.
 The Prudential, the largest insurance company in America will launch a $3 million regional ad campaign next week, touting its broad range of managed care plans, which are part of the Prudential Health Care System.
 The print ads feature a combination of dramatic graphics and photography depicting a dragon slaying a warrior, a skier ready to repel a mountain and an executive staring at an empty boardroom table, among others. The television spot called "One of These" juxtaposes the well known symbol of the Prudential "Rock" with images of parents and their children in situations where they will need the expertise of Prudential HMO physicians.
 According to Holly Ballard, senior account executive for Noble Steed Advertising, the agency that created the campaign, the ads are designed to position Prudential as a dominant player in the managed care arena.
 "Our goal with the campaign is to make the public aware of the fact that Prudential is in the HMO business," Ballard said.
 "Everyone knows The Prudential, but not everyone knows about their HMO and other health care products, and that's why our ads are more dramatic and hard-hitting in an effort to drive that point home to consumers."
 According to Bertram L. Scott, vice president of Delaware Valley Group operations, the new campaign will drive the message home that health care can be both cost-effective and quality driven.
 "Companies across the U.S. are facing numerous challenges to give their employees the best coverage possible as well as the best price. We believe these ads will not only convey those messages in a different and refreshing way, but also will make the public aware of the many advantages of our HMO product versus the competition," Scott said.
 The radio and print ads will break in late September with television appearing in early October in Philadelphia, Cleveland, Cincinnati, Columbus, Baltimore and Washington markets.
 Noble Steed Associates, Inc., a Baltimore-based advertising agency, founded in 1976, provides full service marketing and advertising to a large base of health care, financial, industrial and retail accounts, including The Johns Hopkins Health System, Baltimore Center For The Performing Arts, and the Maryland Department of Human Resources, among others.
 /delval/
 -0- 9/20/93
 /CONTACT: Dava Guerin or Wendy Kapnek of Guerin & Kapnek Communications, 215-784-9060/


CO: The Prudential; Noble Steed Associates, Inc. ST: Pennsylvania IN: INS ADV SU:

CC-MJ -- PH014 -- 3602 09/20/93 11:05 EDT
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Publication:PR Newswire
Date:Sep 20, 1993
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