Tenet Healthcare Corp. will blitz Louisiana media outlets this week in its first regional campaign to improve its name recognition.
The advertising effort for Tenet's statewide network of 20 hospitals and 2,400 affiliated physicians in Louisiana is designed to connect the hospital chain's new name with offering healthcare choices to consumers.
"We are starting from zero to build an identity," Tenet spokesman David McAdam said of the campaign.
The name Tenet was selected for the company when National Medical Enterprises and American Medical International merged last March. Santa Monica, Calif.-based Tenet is the nation's second-largest investor-owned hospital chain.
The Louisiana campaign marks an escalation in efforts by the nation's two largest hospital chains to build name recognition in local markets. Tenet is set to launch a similar campaign for its network in southern Florida in about three weeks.
Last month, Columbia/HCA Healthcare Corp. launched a statewide advertising campaign in Georgia.
Tenet was first to the punch in Louisiana, however. Nashville, Tenn.-based Columbia has been looking for an ad agency for its Louisiana account, valued at between $2 million and $5 million, according to the trade journal Adweek.
Tenet officials declined to disclose the cost of the company's Louisiana campaign.
However, Tenet will run ads on television, radio, newspapers, magazines and billboards for the next two months. The campaign will tell consumers and payers that Tenet is the state's largest private provider of healthcare and that its coverage can meet the needs of managed-care payers.
With the recent acquisition of Mercy-Baptist Medical Center in New Orleans, Tenet now has the strength to contract with statewide employers and managed-care payers, said Richard Freeman, Tenet's vice president for operations in Louisiana.