Brown & Toland's first-ever television campaign came on the airwaves in September and will continue through October, overlapping with the medical group's open enrollment period.

The TV commercials are just one arm of a three-tiered advertising campaign that began this fall. The campaign makes use of television commercials, print advertisements, and billboards.

"This advertising plan was created to reach a wide audience during open enrollment," said Richard Angeloni, Brown & Toland's Corporate Director, Communications and Public Relations. "The mix of media and the mix of TV stations will help us achieve that."

The television campaign consists of two different commercials, which have been aired on TNT, USA, Bravo, Fox Sports, The History Channel and A&E and Spike TV. One commercial features a trio of patients stressing the doctor-patient relationship, the quality of care they receive, the broad choice of physicians available to them, and their access to the best hospitals in San Francisco. The second spot, slightly more dramatic in tone, features a heart monitor, with a voice-over exhorting viewers to "choose their doctor as if their life depended on it."

Quarter-page ads in the San Francisco Chronicle and the Marin Independent Journal will supplement the television ads. With phrases such as, "I'm expecting a new addition in 9 months. What should I do?" the ads will focus on Brown & Toland's high-quality, personal programs. The 26-week campaign calls out the virtues of the breast cancer, asthma, cholesterol and diabetes programs, among others.

Finally, well-placed signage on the 101 freeway in northern San Mateo County will target commuters, with a billboard near the Holly Street exit. Ads will also appear on Marin buses, reaching current and potential Brown & Toland members who live in Marin, but seek medical care in San Francisco.

"All of the messages are intended to increase awareness of Brown & Toland, making our physicians foremost in employees' minds when they are selecting a medical group during their enrollment process," said John Fisher, Brown & Toland Marketing Manager.

The campaign was created with the help of The Network, an advertising agency based in Santa Cruz that specializes in healthcare. Brown & Toland has utilized The Network in the past for other successful ad campaigns.