Atlantic General HospitalPublicity & Promotion

Establishing credibility through quality care

Atlantic General Hospital, near Ocean City, MD, is a community healthcare organization that has achieved quality ratings and awards that compare favorably to its larger competitors.  But how does the hospital turn this good news into more than simply “promoting awards”?

The awards gave us the “credibility” on which to base a strong message of quality, showing that Atlantic General delivers the same level of excellent healthcare as its larger neighbors.

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Showcasing achievements and relating to the community

We developed a promotional campaign to showcase the hospital’s achievements in the realm of health expertise and quality care, as documented by the National Consumer Assessment of Hospital Providers & Systems, the Delmarva Foundation, the American Stroke Association and others.

The campaign was aimed at informing patients and their families – as well as the broader community – of Atlantic General Hospital’s achievements and what this means for the level of care each person in the community receives.

“The Difference is Dedication”

We created a campaign theme – The Difference is Dedication – to anchor a variety of communications vehicles such as web pages, print advertising, display banners, and informational materials that were provided to donors as well as distributed in physician offices and area clinics.

The entire campaign helps build and maintain the hospital’s reputation and fits nicely within its institutional identity and branding platform.

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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.

We continue to monitor the situation on a daily basis and will take additional steps to minimize the risks from the COVID-19 virus, as needed.  Thank you for your patience and understanding as we work collectively to control the Coronavirus threat.

— The Mullin/Ashley Team