A new advertising campaign is set to capitalise on British bosses’
growing interestÿ20in creating healthier workforces.
The initiative has come from Harley Street Doctors, which currently
conducts seven out of ten medical tests undertaken for insurance
purposes. The group is planning to extend its expertise into the
burgeoning corporate healthcare market and has appointed Mitchell
Patterson Aldred Mitchell to handle the pounds 400,000 launch of Harley
The agency was appointed without a pitch. Media arrangements are yet to
The win renews the shop’s relationship with Bob Davidson, managing
director of Harley Street Screening and the ex-marketing chief of its
former client, Ravenscourt Laboratories.
The campaign, which will run in the quality national press and
specialist publications, aims to capitalise on what the group believes
is a highly fragmented market where there is no distinctive branding.
‘Bupa and PPP Healthcare have only played with corporate screening so
far,’ Roddy Kemp, the Mitchell Patterson board account director on the
business, said. ‘The rest of it is in the hands of a number of smaller
The ads, which use the theme, ‘introducing the feel-good factor’, were
written by Neil Patterson and art directed by John Aldred. Photography
was by John Brown.
The advertising stresses the importance of having a well-motivated
workforce and the need to provide regular health screening.
The growth in corporate screening is being fuelled by the increase in
statutory regulations concerning the health of employees, a rise in
stress levels due to longer working hours and the need for companies to
hold on to their best staff.