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Posts by Maria Mongelli

  1. Healthcare

    Now more than ever, people need to take care of their health. Are healthcare providers sending the right messages to them?

    Communicating that it is safe to get preventative care such as mammograms is essential to getting healthcare kick-started. With the advent of consumerism and the preponderance of healthcare information, we now have an “army” of informed healthcare consumers in our country. Where have they been during this pandemic? What happened to preventative medicine or annual […]

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  2. Healthcare

    Telemedicine Is Here to Stay

    It’s in the news every day. This pandemic is crippling some hospitals’ resources, while others are ready and waiting. But all hospitals have stopped elective procedures and are experiencing that impact on their revenue. Some have even been forced to furlough employees and staff. But what can we as marketers do to help? Many of […]

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  3. Healthcare

    Free thank-you ads from AB&C

    We’ve heard a lot about the importance of thanking essential workers during this pandemic. At AB&C, we’d like to make this a little easier for you. We have designed a series of posters/ads that we will customize for you to use as a print ad or as a poster displayed in your hospitals. We will […]

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  4. Healthcare

    A Brand Promise Isn’t Just for the Good Times: Living Your Brand Promise While Facing a Crisis

    Healthcare organizations have become pretty marketing savvy over the past several years. They tend to excel in having a strong brand promise, backed up by people-focused missions, visions and values. People entering the industry—especially those in direct clinical care roles—tend to be extremely mission-driven. They want to help and serve others. And that’s what they […]

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  5. Healthcare

    Seven things healthcare marketers need to be doing right now.

    Healthcare SEM in the midst of a pandemic. One thing that we can depend on is change. It’s a constant. But the massive change we’ve experienced over the past two weeks has been unsettling. Marketers are beginning to second-guess all their marketing strategies. Many are fielding nervous questions from executive teams and wondering if they […]

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  6. Healthcare

    Marketing that Made a Difference

    Every once in a while, a campaign comes along, and you know that it’s special. Maybe it’s a cause that you strongly believe in, a story that needs to be told or the creative is just really unique. I guess that’s how I felt from the very beginning about MedStar Georgetown Transplant Institute’s “Living Donor” […]

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  7. Healthcare

    Marketing Medical Groups: Your Front Door for Patients

    Most health systems/hospitals have an affiliated and/or employed medical group. The exception is California, where the corporate practice of medicine prohibits employment of physicians by systems or hospitals. Some medical groups are faculty models, while others are the result of groups that have merged under one umbrella, and can have primary care and specialty services […]

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  8. Healthcare

    Does My Hospital Need a Newsletter?

    Every healthcare marketing and communications (MarCom) leader has heard this question from a service line or physician leader. Somehow, a newsletter is going to put their program on the map, drive volume, attract new referring physicians and make them profitable. But isn’t this the same fantasy thinking that supports billboards as business drivers? At AB&C, we […]

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  9. Strategy

    Brand New: The Power of Rebranding

    You’ve heard about it. You’ve seen the results. Maybe you’ve even been part of a rebranding effort. But do you really understand what branding means? Some people think a brand is a company’s logo and colors. Others say that it’s a vision statement and mission, or an advertising campaign. It’s actually all of these things—and […]

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  10. Digital Media

    How digital solutions help healthcare organizations

    We know you. You’re a hospital or a healthcare system looking to increase your brand awareness or service-line volumes in your noisy city. You’re one of many hospitals patients can choose from when they have an emergency, need a doctor or are looking for preventive programs. And you’ve probably noticed that when patients come in […]

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  11. Healthcare

    Tackling healthcare marketing challenges

    We’re proud to be partnering with our friends from MedStar Health and Scripps Health to present an Idea Workshop at SHSMD’s Annual Conference. Our workshop will tackle seven of the most common healthcare marketing challenges faced by our colleagues around the country. We identified these challenges through a brainstorming session with MedStar and Scripps, a poll of […]

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  12. Healthcare

    Bringing home the gold!

    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 30th Annual Healthcare Advertising Awards. Those numbers alone are pretty impressive, but what’s even […]

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  13. Healthcare

    Finding the right doctor for every age

    The days of doctors making house calls may be making a full circle as the new focus for insurance companies is promoting the importance of the primary care physician. In a world where people change doctors like they change their socks, how do marketers make patients “brand” loyal to their PCP? I suggest starting with […]

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  14. Agency Life

    Crossing Over to the Dark Side

    After more than a decade as a marketer for major health systems, I crossed over to the dark side: the agency world. The world where you live and die by your client’s needs and deadlines. Where you stress over timesheets and sales reports. Where you become — gasp — a “salesperson.” It was the right […]

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  15. Strategy

    Phineas and Ferb teach us how to keep it simple

    OK, I’m not embarrassed to admit it. I enjoy watching Disney Channel’s Phineas and Ferb with my 7- and 10-year-old. There, I said it. I’m a grown woman and I still like watching cartoons. For those of you who haven’t seen the show, it follows two stepbrothers on summer vacation. Each day the boys embark […]

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  16. Healthcare

    Hospitals Jumping on the Social Media Bandwagon

    Some hospitals are early adopters; others are still waiting on the sidelines. Some are high-tech, while others are high-touch. I’m not talking about whether or not a hospital has the latest robot or a brand personality, I’m talking about a social media presence. At AB&C, our healthcare clients range all across the social media spectrum. […]

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  17. PR

    LeBron: Ringmaster of His Own PR Debacle

    I heard that there’s a LeBron jersey burning party in a small neighborhood in Columbus tonight. If I were a Cavs fan, I’d be the first in line. Not only has the basketball star left his hometown for the sun and sand in Miami, but he broke their hearts during an hour-long nationally televised infomercial. […]

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  18. Healthcare

    A marketing idea that stops consumers in their tracks

      So how do you get a cardiovascular campaign to stand out above the clutter when there are more than 50 hospitals flooding the market with similar messages? How do you engage consumers to come to your website and sign up for your marketing materials? How do you get people to realize that they’re at […]

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  19. PR

    Is Tiger out of the woods yet?

    Everybody’s weighing in on how Tiger Woods should have handled his recent scandal. Public relations professionals argue that he should have gotten ahead of the tabloids and issued a statement right after his accident. Lawyers and agents maintain that the man has the right to keep his personal life private and is not obligated to […]

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  20. Agency Life

    AB&C = GPS

    After getting hopelessly lost in Washington, DC, a few weeks back, I decided to buy a GPS navigation device to make sure that it never happens again. My new friend “Mindy” now guides me through each turn and makes sure I reach my destination regardless of road closures and detours. As I was loading Mindy […]

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  21. Financial Services

    AB&C on TLC

    A recent episode of TLC’s The Cake Boss (“Bi-Plane, Bridezilla & Busting Buddy”) featured our client, St. Joseph’s Children’s Hospital. The reality show follows Buddy Valastro, the master baker of Carlo’s City Hall Bake Shop in Hoboken, NJ, as he and his team create amazing cakes and pastries. During this episode, Buddy created a completely […]

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  22. Research

    OMG, My Mom’s on Facebook!

    In the last couple of years, Facebook has gone from a college photo-sharing site to a business-networking platform for self-promotion, advertising and multimedia interaction. Official numbers from Facebook indicate that they have 222 million users and are growing at the astounding rate of about five million new users a week. The surprise here isn’t their […]

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  23. PR

    US Airways crash provides positive publicity for the airline

    When you think of US Airways and all the negative press they’ve had in the past year about lost luggage and delays, you would never imagine that a plane crash would finally give them positive exposure. The crash of US Airways Flight 1549 into the Hudson River has produced nothing but positive exposure for the […]

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