NEWS: Mitchell Patterson produces work for Harley Street push

A new advertising campaign is set to capitalise on British bosses’ growing interest├┐20in creating healthier workforces.

A new advertising campaign is set to capitalise on British bosses’

growing interest├┐20in 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

Street Screening.



The agency was appointed without a pitch. Media arrangements are yet to

be finalised.



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

companies.’



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.