MULLIN/ASHLEY RECOGNIZED AT TWO HEALTH CARE COMMUNICATIONS COMPETITIONS WITH FIVE WINNING ENTRIES
March 27, 2009 – Mullin/Ashley Associates has been recognized in two competitions for award-winning communications programs created for three of its healthcare clients. The recognition includes three awards won in the annual Alfred Knight Awards competition along with two awards received in the annual Service Industry Advertising Awards national competition.
Conducted by the Maryland Society for Healthcare Strategy & Market Development, the Alfred Knight Awards recognizes outstanding work in the field of healthcare marketing and communications. The awards were announced at a gala event held at Sheppard Pratt Hospital in Baltimore County on March 27, 2009.
A First Place award was given to Mullin/Ashley in the “Advertising Campaigns” category for development of a marketing campaign promoting Atlantic General Hospital’s “30-minute ER promise.” The ER promise pledges that patients will be seen by a physician or other caregiver within 30 minutes of arriving at the hospital’s emergency room.
Atlantic General Hospital’s ER pledge was a “first” for any hospital on the Delmarva Peninsula. The campaign was launched with a media event that included interviews with local print and broadcast media. The campaign’s main message, “We put the urgency back in emergency,” was featured on outdoor billboards and in newspaper and magazine advertising. A radio commercial was also produced. The campaign received heavy positive coverage in the local media. Over the coming year, visits to the hospital’s emergency department rose significantly as a result of the increased awareness of Atlantic General Hospital’s commitment to service excellence in the ER.
The Albert Knight award is not the only one that has been won for the 30 Minute Promise campaign. The campaign has also won in several national competitions including the Healthcare Marketing Awards, the Summit Marketing Effectiveness Awards and the MarCom Awards.
Also in the Alfred Knight Awards competition, two awards were won by Mullin/Ashley for communications programs created for Anne Arundel Medical Center. A First Place award was received in the “Print Ad Series” category for an advertising campaign showcasing continuing progress in the hospital’s major expansion initiative. A series of large, page-dominant ads are designed to keep the excitement level high, along with reporting on important construction milestones and completion of facilities. The ads also drive traffic to the hospital’s web site where detailed information and photos of the construction activity are displayed.
Also tied to Anne Arundel Medical Center’s expansion activities is The Chronicle, a monthly newspaper designed and produced by Mullin/Ashley that provides details on construction activities at the hospital’s Medical Park campus. Printed in a large broadsheet size, the newspaper “chronicles” progress via field reports plus a timeline of completed components. Additional information for patients and their families is provided to help them navigate the construction zones on the campus. The Chronicle newspaper program won Second Place recognition in the “internal newsletter” category.
In addition, The Chronicle newspaper became a Merit Award winner in the sixth annual Service Industry Advertising Awards national competition. This program is billed as the only competition that focuses exclusively on communication achievements in the service industry, which includes healthcare services, associations, utilities, financial services, educational institutions, hospitality and entertainment. Nearly 1,200 entries were submitted in this year’s competition and were evaluated by a national panel of judges for creativity, content, production quality, and overall audience appeal.
Also, a Bronze Award was won in the “external publications” category for the Nursing Executive Summary – a special publication designed and produced by Mullin/Ashley for the Maryland Hospital Association. The piece was published to heighten awareness of the shortage of nursing professionals in the state of Maryland – a shortage that is expected to become more serious in the future. The piece was presented as a “quick read” in a clear and simple format suitable for a non-medical audience, with the information presented in a thoughtful way, yet with a clear point of view.
Commenting on the awards won for the work performed for Atlantic General Hospital, Anne Arundel Medical Center and the Maryland Hospital Association, Phillip Nones, Mullin/Ashley’s president and director of client services, said, “Winning in competitions such as these underscores the success of our efforts to produce programs that get results for our clients. We’re pleased that our work is viewed so positively, based on rigorous standards of excellence in the healthcare communications field.”