Atlantic General HospitalIntegrated Communications

30-minute emergency room promise marketing campaign

Atlantic General Hospital serves the Greater Ocean City, MD area.  Situated between two much larger hospital systems makes it critical to project an image of quality.

After extensive testing, Atlantic General decided to launch a 30-Minute Promise for treating patients in its Emergency Department – the first such service pledge made by any hospital on the Delmarva Peninsula or in Maryland.


A focus on differentiation

This was a golden opportunity to demonstrate clear differentiation in service compared to competing hospitals. We were asked to create a campaign to publicize and promote the 30-Minute ER pledge to the community.

agh_hospital_magazine_adveritising_marketing agh_hospital_print_advertising_campaign

Getting the word out to the community

A media event and supporting promotional campaign were launched, creating instant “buzz” in the local and regional market.  This was followed by an 18-month MarComm campaign employing outdoor billboards and banners along with print and digital advertising.  The production and airing of radio and TV advertising were additional campaign tactics.

Visits to the hospital’s ER tracked significantly higher (15%+) in the year following the program launch, while competitors were unable to respond with any sort of “me-too” advertising.

Similar work

Important COVID-19 Announcement

At Mullin/Ashley, we’re very concerned about the well-being of our customers, employees, business partners and communities currently battling to control the COVID-19 (Coronavirus) threat.

Maryland Governor Larry Hogan announced that effective Monday, March 23, 2020, all non-essential businesses in the state must close their offices.  A follow-up pronouncement on March 30 instituted further “stay-at-home” orders for Maryland residents.

We are complying with these mandates.  In fact, in anticipation of the Governor’s announcements, we had already taken steps to reduce our social footprint by setting up all Mullin/Ashley employees to work from home, with no interruption in the delivery of services.

In addition, travel activities by our staff have been severely curtailed since early March.

By taking these steps, we’re committed to continuing to provide our customers with the services they need, even as we work to reduce our social footprint.

As of July, certain workplace restrictions have been lifted but social distancing mandates continue in force.  We are monitoring the situation on a daily basis and will continue to take all necessary steps to minimize the risks from the COVID-19 virus.  Thank you for your patience and understanding as we work collectively to control the Coronavirus threat.

— The Mullin/Ashley Team