Over my nearly (ahem) four decades in the ad business, I’ve written tons of jingles. Presided over original music sessions from Nashville to New York. And spent hundreds of hours listening to and selecting stock music and sound effects — all to create that elusive emotional connection between our clients’ brands and their consumers.

Boy, have times and budgets changed. Weeks of lead time and wads of cash to create one-of-a-kind audio tracks that stuck in your brain are now virtually unheard of (unless you’re selling cars, beer, airlines or cosmetics). Today, Garage Band, Pro Tools and a plethora of music libraries fill the void cheaply, quickly and — I must admit — conveniently.Read full post...

Ecstatic, thrilled and maybe even a little overwhelmed — that pretty much sums up how people are feeling here at AB&C after learning that we won Best in Show, 11 gold, two silvers, one bronze and four merit award at the 30^th Annual Healthcare Advertising Awards. Those numbers alone are pretty impressive, but what’s even more meaningful is that we won more gold awards than any of the other 268 agencies that submitted and that we had 14 different clients win with us.

These numbers validate what we already know: The healthcare marketing industry is just as competitive as healthcare these days. More agencies are entering into this specialty area, but this year’s success shows that we are ahead of the curve. Our healthcare team is steeped in expertise and our partners benefit from the years (even decades — yikes!) that we have been working in the industry.Read full post...

Point the finger at poor implementation of the technology and too many companies scrambling to get a piece of the niche pie.

Have you ever said, “Wow! I just had an amazing experience with this here QR code!”

It’s safe to say you’ve come across many “Quick Response” codes over the past few years, whether you knew what they were at the time or not. And if you’re in the marketing business, you’ve been asked, “Do you think we should add a QR code?” on more than one occasion.

In 1994, Denso Wave, a subsidiary of a Japanese automotive manufacturer, invented the QR code to track the company’s production process. The idea behind altering the technology for smartphones came soon thereafter — and presto!  People could connect the offline world to the online world by simply scanning a code with their handheld device. Since more than half the country owns a smartphone, you might assume that QR codes are all the rage.

Well, they’re not.

They’re everywhere — some placements are better than others: T-shirts, license plates, metro boards, billboards, websites, gas pumps, buses, TV commercials, etc. Sure, consumers are scanning QR codes here and there, but not regularly.Read full post...

This is a generation that didn’t learn to use computers in college or in late high school, they learned from their parents as soon as they could pick up a mouse.

Shari Short, president of Short Answer Consulting, and I were privileged to present at the recent 2013 National Association of Physician Recruiters Annual Conference. We spoke about communicating with different generations and what it means to physician and advanced practitioner recruiters.

Our observations on the differences between communicating with the silent generation (66+), Baby Boomers (49–66), Gen Xers (28–48) and Millennials (7–27) elicited a unanimous response: “We’re all doomed!” But not so! Do Millennials have a different perspective on the value of work/life balance than their older counterparts? Absolutely. Do they frustrate us with their dogged addiction to mobile and digital technology? Sure. Do they strive to do something great in their lives? Absolutely. Maybe they don’t value 12- to 14-hour workdays like their older counterparts. But they do understand that the technology they embrace may help them to accomplish more, faster. What’s wrong with that?Read full post...

Read your audience. Some people who stop by your booth just want a signature for their exhibit hall bingo card (daddy needs a new TV!).

I’ve been to all kinds of conferences and trade shows — big and small, East Coast and West. They provide an ideal opportunity to stay abreast of trends in rapidly changing industries. They’re also a great place to network and attract new clients, if you make the most of your time. These tips will help:

1. Be prepared. Have talking points about your company ready, as well as insightful questions for potential clients to help you assess their needs and how you can fulfill those needs.
2. Get the attendee list. If you have the option, try to get it before the event. This gives you a chance to research your prospects and zero in on who you’d like to talk with.
3. Mind your manners. It may be summer, and you may be in a beautiful hotel, but you’re not on vacation. Potential customers are all around you. Being that person who had a little too much to drink at the happy hour makes you — and your company — look very sloppy. If you can’t take care of yourself, how can clients trust you to take care of their business?Read full post...

WILMINGTON, DE — AtlantiCare, a New Jersey healthcare organization, has named AB&C as its new agency of record. The full-service marketing communications agency will handle recruitment, branding, marketing and search engine optimization for AtlantiCare Regional Health Services and AtlantiCare Health Solutions.

“AtlantiCare is truly on the forefront of healthcare delivery and engagement,” says AB&C president and CEO John Hawkins. “We’re very excited to be working with them to raise awareness of their services and the importance of wellness.”

AtlantiCare is an integrated system of services designed to help people achieve optimal health. It does so by focusing on customer needs and expectations to provide accessible, comprehensive services of superior quality and value. AtlantiCare comprises AtlantiCare Regional Health Services, including AtlantiCare Regional Medical Center with three locations, ambulatory services and AtlantiCare Physician Group; the AtlantiCare Foundation; and AtlantiCare Health Solutions, an accountable care organization.

AB&C is a 42-year-old full-service marketing communications agency with offices in Wilmington, Delaware; Philadelphia; and Bloomsburg, Pennsylvania. Established in business-to-business and consumer marketing, the agency brings creative intelligence to local, regional, national and international accounts in a variety of industries.

###

WILMINGTON, DE — Eos Medical Group has chosen AB&C, a full-service marketing communications agency, for its 2013 employment branding campaign. Founded as Pegasus Emergency Medicine, the group underwent a name change in January 2013. The campaign will help Eos gain a better understanding of its employment brand and unique employment value proposition.

“Eos brings the absolute best emergency physicians into its communities,” says John Hawkins, president & CEO of AB&C. “Working with Gina Truhe and her team, we will uncover how the Eos brand resonates with these top-tier candidates.”Read full post...

A case study benefits designers because it highlights their firm and their work.

Much to my wife’s dismay, every time we walk into a building, whether it’s a restaurant, hospital or office, I look up.

The reason: For the past 20 years, I’ve handled public relations for the Ceilings Division of Armstrong, the country’s largest manufacturer of acoustical ceiling systems.

If you’re reading this at work, take a look up. Chances are there’s an acoustical or “drop” ceiling above you. Who would have thought someone could write about drop ceilings for 20 years?

Well, the reason I’ve been able to is that drop ceilings don’t have to be flat, white and full of holes anymore. They can have the warmth of wood or the sophistication of metal. They can be concave, convex or even serpentine. And they don’t have to be continuous, wall-to-wall ceilings to provide their acoustical benefit.  There are plenty of ceiling clouds and canopies that can do that just as well.

As a result, architects and interior designers can now create signature ceilings that make people look up as they enter a space. And that’s the basis for one of the most important, and my favorite, aspect of the Armstrong Ceilings program: case studies. Read full post...

Institutions that exhibit strong compliance with hygiene show strong declines in infections of all types.

In a recent article on FierceHealthcare, the editors compiled four videos from health care providers that encourage staff—everyone from custodians to physicians—to wash their hands. These videos had been posted on YouTube, and one of the points of the article is that hospitals and other institutions are turning to social media to cut down on hospital-acquired infections.

Why is this still a problem? It’s not as if we haven’t been taught from childhood that washing our hands is an important part of staying healthy.

The American Society for Microbiology and the American Cleaning Institute conduct “A Survey of Handwashing Behavior” every few years. The most recent study included a telephone survey, in which 96 percent of people said they always washed their hands after using a public bathroom. But reality tells a different story. In the latest survey, restroom observers reported that 85 percent of men and women observed at public places in Atlanta, Chicago, New York and San Francisco washed their hands after using a public bathroom.Read full post...

It’s time to stop utilizing.

You see them all the time. Predictable, cliché, meaningless words that just fill space. They’re in nine out of ten health care ads. As a writer, they drive me insane. Here’s an irritating eight we can all do without.

State of the art: What exactly does that mean? Whose state are we talking about? And what art is this that has a state?

Utilization: Whatever happened to plain, old-fashioned “use.” Perfectly good word. Three letters. Says the same thing. Think about it.

Innovation: What exactly is the innovation? Why can’t you tell me what it is? Do I have to guess? Are you afraid to let me know because I will be so amazed I will fling my clothes into the wind in wild abandon, run down the street naked, crying tears of joy and amazement?Read full post...

Photo courtesy of Joe del Tufo

This little city has its problems. But the biggest problem is that too many people have given up. Not everyone — there are plenty of people who are committed to making Wilmington vital and vibrant. They open small businesses and restaurants. They bend over backwards to nurture an arts scene. They need your support.

Maybe you go home at the end of the workday and are afraid to come back downtown after dark. “Too much crime.” “Not enough parking.”

What if you changed your mind? What if you decided to get a bunch of friends together and check out the restaurants and enjoy the artistic and cultural events that are available in Wilmington? There are plenty of magazines and websites and Facebook pages where you can find information about all the events. There are plenty of email subscriptions to make getting that information even easier. It’s easy to find a variety of things to do. But for cryin’ out loud, do something.

Explore. A good time to start is the first Friday of every month, when venues all around town participate in the art loop. You might be surprised at the cool little shops and galleries and restaurants buzzing with people.Read full post...

The fate of static outdoor displays may soon be much the same as CDs and VHS tapes.

Digital outdoor displays are quickly becoming one of the best mediums for cost-effective, high-impact advertising.

With the ability to change a client’s creative frequently and immediately, digital outdoor displays allow you to target your consumer with the most time-relevant message.

Another advantage of digital displays over traditional static displays is consumer retention. Research shows that while only 43 percent of respondents have any kind of recall of traditional static displays, more than 94 percent of respondents actually recall the message on a digital display. This is remarkable, given the fact that the message on a digital display is usually shown for only eight seconds at a time as part of a continuous rotation.Read full post...

It would be like arming your company with a state-of-the-art fish finder that not only locates fish, but will lead you to those most likely to bite.

Boosting your success up to 40% via predictive modeling

With traditional and electronic media costs constantly on the rise, casting a wide net to reach B-to-B prospects can become prohibitively expensive. Though these media do reach many people, using them to find the right people — your best prospects — is often inefficient.

But what if you could identify and target only your best prospects — those whose profiles precisely match those of your current best customers? It would be like arming your company with a state-of-the-art fish finder that not only locates fish, but will lead you to those most likely to bite.

That’s what’s behind the concept of predictive modeling. AB&C has successfully used this cutting-edge prospecting tool for clients to deliver 20% to 40% higher response than with traditional media — at a fraction of the cost.Read full post...

This Facebook page of hers will last forever, and we’ll continue to share our thoughts of her by posting on it, making it a living memorial.

Since its inception, I have seen Facebook used in many ways: for self-expression, debating, celebration and, of course, connecting with friends and family. But I never imagined it as a way to remember a lost loved one or cope with death.

I have dealt with a lot of death in my life. I have lost many loved ones — including two sisters and my mom. It’s a very tough thing, and everyone deals with it in his or her own way. A little over a year ago, my cousin lost his daughter to cystic fibrosis. This is a chronic lung disease that is passed through families. Sadly, it severely shortens the life expectancy of the people who have it. The average lifespan of someone with CF is 37 years, but this figure has increased dramatically over the last few decades. My cousin’s daughter’s name was Christina. She made it to 27.

Read full post...

Wilmington, DE — Good Shepherd Penn Partners has selected AB&C, a full-service marketing communications agency, to develop a brand identity and brand strategy for its Philadelphia-area post-acute hospitals and outpatient therapy centers.

Good Shepherd Penn Partners is a joint venture of Allentown, PA-based Good Shepherd Rehabilitation Network and Penn Medicine. The strategic communications effort will identify the differentiating characteristics of the organization both internally and externally, gauge general market awareness and develop a brand platform to be used in the creation of marketing messaging and communications.Read full post...