What do a tree and a baseball have in common?
On the surface, maybe not much. But for trg Marketing Works, a York-based agency focused on healthcare, what they have in common is that they are both elements of award-winning campaigns that helped medical-practice clients tell their brand stories in ways that stand out from a crowded, competitive field.
“If you’re in an inherently low-differentiation industry, like healthcare, you can’t afford to do what the rest of the crowd is doing,” said Tina Rudisill, President, Marketing Works. “You have to stand out to even get attention in the first place, let alone get a message across that differentiates you as a better choice than your competition.”
“Doctors in lab coats, lifestyle photographs of smiling patients, ad copy that focuses on the credentials of your board-certified clinicians—in healthcare marketing, those are the clichés that make you look like everyone else,” said Gail Schwartz, Vice President—Healthcare at Marketing Works. “But we encourage our healthcare clients to think differently. While the industry landscape is very much in flux, with a lot of uncertainty of how the future will take shape, there’s at least one near certainty: the industry isn’t going to become any less competitive.”
One measure of the effectiveness of the Marketing Works approach has been the consistency with which they have been recognized with awards in national healthcare marketing competitions over the past several years. This year is shaping up to be no exception. Thus far, the firm has already collected four awards, including:
- A Gold Healthcare Advertising Award and a Silver Aster Award for a new logo for the Physicians & Midwives Collaborative Practice in Northern Virginia.
- A Gold Aster Award and a Silver Healthcare Advertising Award for an advertising campaign for Princeton Radiation Oncology in New Jersey.
The Healthcare Advertising Awards, organized by the Healthcare Marketing Report, is the oldest and most widely respected awards competition in the healthcare advertising industry, according to the competition’s Web site. Winners are judged by a national panel from a pool of nearly 4,000 entries. Winners of the Aster Awards, hosted by Creative Images Ltd., are selected from entries submitted by healthcare organizations and marketing agencies across the U.S. and the world.
“Both of these winning efforts were components of comprehensive marketing programs created to update how the clients present themselves to their markets,” Schwartz said. “Even more, they were designed to help them stand out in a way that reflects a different, better approach to patient experience. With these awards, it’s exciting to see that the industry is recognizing our efforts to help our clients look at healthcare marketing in a different way.”