Binson's taps famous spokesperson

CENTER LINE, Mich. - Binson's Home Health Care Centers has centered its new ad campaign around a familiar face: Wilford Brimley.

“Wilford has a strong following with the diabetes community,” said John Siedlik, director of sales and marketing for Binson's. “He's very caring and passionate about education and awareness for diabetes and we want to capitalize on that.”

Brimley has acted in films like “The China Syndrome” and “Cocoon,” had a recurring role on TV's “The Waltons” and has appeared in numerous commercials. The actor himself was diagnosed with diabetes in 1979 and has worked to raise awareness of the disease ever since. He's also an old acquaintance of James Binson.

“When Wilford and Mr. Binson got together, Wilford said, 'I want to let people know what they can do and how they can do it,” said Siedlik.

The advertising campaign—TV, radio and print—will promote Binson's mail-order diabetes supply business as the place for Medicare beneficiaries and others to order supplies and have them delivered to their door. Siedlik and Jimmy Binson flew to Los Angeles in November to watch filming on a set in the canyons.

“We've filmed before with local people but this was done first class,” said Siedlik. “We hope that plays onto the screen.”

The first TV commercials are slated to air mid-December in Binson's local markets before the provider rolls the campaign out regionally, and ultimately, if all goes well, nationally.

Binson's is one of a handful that won a national Medicare mail-order contract, which saw prices slashed, on average 72%.

“We realize there's not a huge margin out there, but since we are a full-service DME, we want to educate diabetes customers about all the services we provide,” said Siedlik. “Our business has increased but we realize there's a lot more potential out there.”