June 12, 2018

Delaware Public Media Names New Board Members

David Brond, David C. McBride, Randy Farmer and Tom Trezise join Delaware’s only public media news service.

WILMINGTON, Del. (June 12, 2018) — Delaware Public Media (DPM) announced that David Brond, David C. McBride, Randy Farmer and Tom Trezise have been named to the organization’s board of directors. DPM, Delaware’s only public media news service, is dedicated to covering the unique issues, events, personalities and cultures of Delaware. As an NPR member station, DPM presents high-quality statewide news in a rich combination of audio, video and text.

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Building and Maintaining Great Agency Relationships

Over the past four-plus decades, AB&C has worked with some of the most premier healthcare systems across this country—large and small—and we greatly value those relationships. But great agency-client relationships just don’t happen; they take true commitment by both parties to be successful. And over the years, we have learned what makes a great working relationship and want to share that knowledge with you, because agencies, while a source of expense, are also an investment, and have a key impact on your organization and your ability to meet patient and provider needs, delivery quality care and build your brand.

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Marketing that Made a Difference

Every once in a while, a campaign comes along, and you know that it’s special. Maybe it’s a cause that you strongly believe in, a story that needs to be told or the creative is just really unique. I guess that’s how I felt from the very beginning about MedStar Georgetown Transplant Institute’s “Living Donor” campaign. For me, it was a combination of all three.

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May 11, 2018

AB&C Earns 13 Honors at the 35th Annual Healthcare Advertising Awards

Agency Takes Home Six Golds and Two Silvers at Awards Show Honoring Creative Excellence in Healthcare Marketing.

WILMINGTON, Del. (May 11, 2018) —Aloysius Butler & Clark (AB&C), one of the region’s largest full-service marketing communications agencies, was recognized by Healthcare Marketing Report with six golds, two silvers and five merit awards presented during its annual 2018 Healthcare Advertising Awards. Now in its 35th year, the national competition is known as the oldest, largest and most widely respected healthcare advertising awards program. This year, AB&C received 13 recognitions for having the most outstanding work from a pool of 4,000 submissions. Collectively, the agency’s winning submissions demonstrate a diversity of strategic and creative executions.

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What Makes a Successful CMO?

In my experience as a hospital chief marketing officer (CMO) and in working at AB&C with healthcare CMOs, I’ve found a number of attributes that serve a person well in this role. On Innovation Enterprise, which provides leading-edge ideas and information on a variety of key business channels, Rose Johnstone identifies a number of these attributes from the business world that apply to the healthcare industry.

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Dashboards: If You Can Move It, You Can Measure It

Healthcare organizations have always struggled with measuring return on marketing investment (ROMI), mostly because of multiple systems of data collection that don’t speak to one another. But with the advent of new “tools,” that challenge is getting easier — if you have the building blocks in place.

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Why Brand Perception Matters — and How Customer Reviews Can Influence It

We know a few things to be true about popular brands. They exist. They tend to offer a product or service. They have a physical space or online presence. They have identifiable brand attributes. And they are vetted over time through consumer experiences and perception.

Based on these truths, it seems safe to assume that in order for you to establish credibility and trust with your target audience, customers must have some exposure or real-world experience with your brand, right? Well, think again.

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Marketing Medical Groups: Your Front Door for Patients

Most health systems/hospitals have an affiliated and/or employed medical group. The exception is California, where the corporate practice of medicine prohibits employment of physicians by systems or hospitals.

Some medical groups are faculty models, while others are the result of groups that have merged under one umbrella, and can have primary care and specialty services as part of their cadre of physicians. What is true about all medical groups is that they are the front door to patients you want to attract to your system/hospital.

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March 9, 2018

AB&C Wins 10 ADDY Awards

Agency Takes Home Three Golds and Seven Silvers at Awards Show Honoring Creative Excellence in Advertising

PHILADELPHIA, PA (March 9, 2018) — Aloysius Butler & Clark (AB&C) was recently honored with 10 industry awards, including three golds and seven silvers, at the 2018 Philadelphia American Advertising Federation (AAF) Awards, also known as the ADDYs. The ADDYs, which honor excellence in advertising, recognized AB&C for work the agency created on behalf of two of their clients: Delaware Office of Highway Safety and Delaware Division of Public Health.

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How to Socialize Your Brand

If you followed a systematic approach to build a new brand (or refreshed an existing one), you started with discovery research. You then developed a brand mantra to inform how your brand would be articulated to internal audiences and the outside world. Finally, you created or refined the outward expressions, such as the name, mark and colors.

All of this hard work was done in preparation to share your brand with stakeholders and customers. This is when the rubber hits the road. It’s important to invest as much time, and as many resources, into properly socializing and managing your brand as it is to develop, create and refine it.

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