Across the country, hospitals and large medical groups continue to expand their networks of fully employed and affiliated physician practices. Both general and speciality healthcare providers (independents and groups) have increasing pressures to attract and retain patients and referring parties in highly competitive service areas. Meritus Health, located in Hagerstown, Maryland, has the benefit of a long-standing reputation in their region (western Maryland, eastern West Virginia, and southern Pennsylvania). “It’s not only important for us to tout the top doctors, impressive facilities and resources available through the network that Meritus Medical Group brings as part of Meritus Health, but also for us to present them in a way that truly connects the audience to those unique selling points over competing physician group practices in the area,” shares David Fink, President and Chief Communications Officer for DavidHenry Marketing & Media. “In this situation, we developed a message platform that could be utilized for the entire system’s communication program, and tweaked it based on the specialties being promoted. It brings the common denominator — patients’ experiences with their doctors — to the forefront. In the end, it’s these ‘Extraordinary Doctors’ who offer comfort and trust for Meritus Medical Group patients and referring parties.” Media for the Meritus Medical Group’s ‘Extraordinary Doctors’ campaign includes outdoor, radio, print, and other regional advertising with support collateral.