HMO Group Seeks Image Fixer

The Coalition for Affordable Quality Healthcare, a group of several health-maintenance organizations, has narrowed a review for a $20 million image assignment to four finalists, sources said.
The coalition is seeking a shop to handle a campaign promoting the role of HMOs in the face of a recent spate of bad publicity and political debate.
Coalition president Andrew Morrison confirmed the review and the participation of incumbent Goddard Claussen in Malibu, Calif. He would not name other contenders.
Goddard recently produced a $6 million effort which said that HMOs deliver "the healthcare you want at a price you can afford."
Final presentations are scheduled for Dec. 7-8, with a decision expected shortly thereafter, said Morrison.
The coalition includes national members Aetna, the Blue Cross and Blue Shield Association, and the Health Insurance Association of America; as well as Pacificare Health Systems and WellPoint Health Networks, both of California.
The HIAA funded the 1994 "Harry and Louise" ads, also developed by Goddard and widely credited with helping to derail President Clinton's healthcare reform plan.
The review comes after Democrats gained seats in Congress by touting a "patient's bill of rights" which would increase scrutiny of HMOs. --with Steve Krajewski and Angela Dawson