Under contract to Primary Care Trusts, the group provides a private alternative to NHS hospitals.
The arrival of 'patient choice', a flagship New Labour health policy, means patients being referred for elective treatment should be given a choice of at least four providers.
Zaicom is targeting local and regional media, as well as the medical press, for Eastern Surgery, which is based at the Nuffield Hospital in Ipswich.
Louise Sharp, director at the agency, is leading the account. Zaicom bagged the business after meeting Eastern Surgery last year.