May 7, 2012

Aloysius Butler & Clark excels at Healthcare Advertising Awards

Wilmington, DE — Aloysius Butler & Clark (AB&C), a Delaware-based, full-service marketing communications firm, won big in the 29th Annual Healthcare Advertising Awards. The agency collected three gold, two silver and three bronze awards, as well as several awards for merit. The awards are sponsored by Healthcare Marketing Report, the leading publication on healthcare marketing, advertising and strategic business development.

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Life sciences marketing: the two brains revisited

Reason and imagination actually reside in both hemispheres of the brain.

No doubt you — like millions of others — are an avid follower of my posts on this site. Cast your memory back about a year ago. In “Feeding the thing with two brains,” I blogged about the attraction to life sciences marketing, likening it to balancing the “needs” of the two sides of the brain — the rational and the emotional. Well, now I’m writing about another aspect of this field that continues to fascinate: the potential to learn something new — or unlearn a “fact” you have known forever.

Imagine my amazement when I viewed a presentation via TED of an RSA Animate talk given by noted psychiatrist, author and brain expert Iain McGilchrist. In this artfully animated talk, he disposes of the old paradigm I quoted in my previous post: “The right brain is the seat of all that is rationale, and the left brain is the seat of the emotions.”

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April 30, 2012

Aloysius Butler & Clark awarded MedStar Health account

MedStar Health

Wilmington, DE, April 30, 2012 — Aloysius Butler & Clark (AB&C), a Delaware-based full-service marketing communications firm, was recently selected as agency-of-record for MedStar Health, a regional healthcare system with nine hospitals and twenty health-related organizations across Maryland and the DC metropolitan area. In that capacity, AB&C will serve as a strategic and creative partner in guiding the system’s regional and hospital-based marketing efforts, as well as communication initiatives for the organization’s diversified services.

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April 24, 2012

Google attracts Delaware small businesses

Wilmington, Delaware – More than 250 local Delaware businesses attended workshops hosted by Google on Friday, April 20 at the Delaware Center for Contemporary Arts in Wilmington. The Internet search firm worked with local partners to design the program, which helps drive economic growth by giving Delaware businesses the tools and resources to establish a website, find new customers, and grow their business.

Delaware Get Your Business Online successfully launched

“This is a great opportunity for Delaware small businesses to get online,” said Senator Tom Carper (D-Del.), who attended the event on Friday. “Small businesses are a driving force of Delaware’s economy and this resource will help them grow and expand their business by reaching new customers on the Internet.”

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April 4, 2012

Taking home the gold!

Our 2011 holiday card earned us a Gold ADDY award at the Philadelphia ADDY award competition this year. The ADDY Awards is the advertising industry’s largest competition, boasting more than 50,000 entries each year.

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March 26, 2012

Shawn Kessler to speak at Healthcare Marketing Strategies Summit

Shawn Kessler, Senior Strategist

Shawn Kessler, Senior Strategist

Senior Strategist Shawn Kessler has been invited to present at the 17th National Healthcare Marketing Strategies Summit, a conference held by the Forum for Healthcare Strategists. The summit takes place in Orlando, Florida, from April 29 to May 1. Shawn will speak about physician recruitment strategy and brand management, and the approaches AB&C has used to help clients get the right messages to the right prospects.

How do your paid text ads rank in search results?

The likelihood of an ad to appear in search results depends on three key factors.

You have a paid search engine campaign for your client right? Of course you do. It’s 2012 — how could your client not be present in paid search results?

More and more often, online advertising has come to mean search engine advertising or, more simply, paid text ads that appear in search results. While this has become a staple of online paid media, few companies understand how to write effective text ads. What’s an effective ad? An ideal text ad appears first or second in paid search results and yields a click-through rate ranging from 0.80% to 2.0%.Read full post...

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March 13, 2012
March 5, 2012

AtlantiCare recruits AB&C for physician recruitment marketing

AB&C awarded AtlantiCare physician recruitment marketing account

AB&C awarded AtlantiCare physician recruitment marketing account

AB&C is excited to add AtlantiCare, the largest healthcare organization in southeastern New Jersey, to the client roster. We will be enhancing their physician recruitment marketing efforts by helping them with physician employment branding, creating a physician recruitment portal for their website, creating trade show materials, and providing strategic consultation services.

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February 29, 2012

10 steps to creating effective landing pages

To create a better landing page, follow these 10 steps.

So, you have marketing tactics driving people to your website. Great! The next question most marketers ask is, “How can I make the site work harder for me?”

1. Identify business goals.

Before you can figure out how to make a landing page work harder, ask yourself, “What was the business need behind the campaign?” Lead generation, patient education, engagement? Answering this will help define a call-to-action (CTA) to engage visitors on the landing page. It will also help you find effective ways to measure how well everything is working.Read full post...

Amputated legs and soda — what is the message?

Is it too much for the average New York commuter to see amputated legs linked to a soda?

While on their way to the Super Bowl parade on Tuesday morning, Giants fans in New York City were being reminded of one of the most dangerous diseases of our time — diabetes. It is among the most common health conditions in the United States, with 20 million Americans diagnosed to date. The cost to our country? A staggering $174 billion.Read full post...

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Who cares about the Breakfast Club?

Don't forget about Gen X when you're planning your next hospital marketing campaign.

What about the Xers? So much of the healthcare marketing we see now is geared towards the Boomers. Boomer this, Boomer that—Boomers even have their own health conditions named for them, like “Boomeritis.”  How old do the members of the Breakfast Club have to be before they become a target audience for your hospital service lines?

Here’s a tip if you are going to start messaging to Generation X, leave the Boomer-speak at the door, a whole other language is required.Read full post...

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30 seconds that can make or break you

With such massive price tags, these commercials better deliver.

On February 5 NBC will broadcast the epic rematch between the Giants and Patriots. But maybe your team didn’t make it to the big game. Will you still watch Super Bowl XLVI? Of course you will. You’ll watch for the same reason about 54% of viewers do — the commercials.

On one night each year the titans of marketing and advertising attempt to wow us with about 50 minutes of the most expensive commercials on television. NBC has sold out all commercial airtime for the big game, reporting that the average cost this year for a 30-second spot is $3.5 million, with some time slots costing as much as $4 million. That’s a 16 to 25% hike from the $3 million average cost last year. With such massive price tags, these commercials better deliver.Read full post...

January 23, 2012