Atlantic General HospitalIntegrated Communications

Expanding hospital markets

Atlantic General Hospital, a healthcare organization located near Ocean City, MD, competes with two much larger institutions nearby — one of them in the state of Delaware.

Despite its close proximity to the state line, Atlantic General’s Maryland address had been a “psychological impediment” to residents in Southern Delaware.


Increase public awareness

The hospital came to us to increase public awareness of its convenience and quality, in order to grow Delaware patient admissions and outpatient service utilization.

We created an integrated communications campaign based on the theme I’m a Delaware doctor.  And Atlantic General is my hospital.  The campaign featured a dozen local physicians and why they choose to practice medicine at Atlantic General Hospital.

agh_hospital_expansion_marketing_initiative agh_health_care_organization_marketing_strategy

Comprehensive direct marketing initiative

A complete set of MarComm materials was produced including TV/cable advertising, print ads, outdoor billboards, postal mail and e-mail advertising, web banners, plus graphics panels for display in Delaware physician offices.

A post-campaign survey found that unaided awareness of Atlantic General in the target region rose from 39% to 64%, and its “very favorable” rating grew from 9% to 32%.  51% stated they would be “likely” or “very likely” to use the hospital for emergency care.

The first-year revenue increase from the target territory was substantial, too (seven figures).


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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