AB&C

Former Provider CMOs at the Head of AB&C’s Health Team

AB&C is a marketing and advertising agency with offices in Wilmington, Delaware, and in Philadelphia and Bloomsburg, Pennsylvania. Healthcare is one of its main practice areas, covering hospitals, health systems, cancer centers and children’s hospitals. Its healthcare team is led by people who have served as CMOs and marketing directors on the provider side. The agency also does public sector work, including campaigns for Delaware state health and safety offices.

Service-Line Marketing, Rebrands and CRM Platforms for Hospitals

The health practice covers planning and strategy, branding and rebranding, crisis communications, service-line marketing, mergers and acquisitions, departmental assessments and digital platforms such as CRM and PRM. It also handles research, design, advertising, paid media and video production. AB&C has exclusive partnerships with the Baird Group, Digital Health Services and Doctivity Health. The team uses client data while balancing the confidentiality and limits of HIPAA.

Moving Fox Chase From Second Opinion to First Choice

For Fox Chase Cancer Center, AB&C set out to move the center from a second opinion destination to a first choice. The campaign used research showing that patients who start treatment at a specialized cancer hospital have better survival odds. New patient volume grew year over year, the work beat cancer advertising norms on persuasion, believability and action, and likelihood to recommend rose by 11 points.

AB&C builds campaigns for the big four service lines of orthopedics, heart, cancer and neuro, plus bariatrics, mental health, urology, GI, transplant and robotic surgery. Their top healthcare clients include:

• AtlantiCare
• Phoenix Children’s
• Lehigh Valley Health Network’s children’s hospital
• St. Mary Medical Center
• Grand View Health

In 2021 the agency won eleven healthcare awards, including golds for AtlantiCare’s Back to Better campaign and a Phoenix Children’s citywide campaign.