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Marketing Healthcare Today Features DHA’s Aria Campaign


Marketing Healthcare Today (MHT) is a national publication that reaches top healthcare marketing professionals. The most recent issue has a cover feature that presents the award-winning (Aster Gold) fully integrated advertising campaign that DavidHenry Marketing & Media developed for Aria 3B Orthopaedic Institute.  The enclosed is a copy of that article. Enjoy!

David Henry Aria 3B MHT Article


DavidHenry Marketing & Media Wins Two Gold Aster Awards


Westfield, N.J. – DavidHenry Marketing and Media is pleased to announce the acceptance of two Gold Aster Awards for 2014. The Aster Awards is one of the largest national healthcare advertising and marketing competitions, and is hosted by Marketing Healthcare Today magazine and Creative Images, Inc. The awards were given for creative work for clients Aria Health and Overlook Medical Center in the Service Line – Orthopedic Services Campaign and Physician Directory categories.

The winning entry for Aria Health was the “Remember When (Orthopaedic)” service line initiative. This integrated communications campaign was for Aria Health’s 3B Orthopaedic Institute that opened in January 2013. After a successful launch effort in early 2014, the “Remember When” campaign featured middle-aged male and female orthopaedic patients remembering how good it feels to have an active lifestyle (swimming, baseball, tennis, dancing, bike riding) in print, outdoor, radio, interactive and direct mail mediums.

The winning entry for Overlook Medical Center was for “Overlook View Physician Directory 2013.” DavidHenry has been publishing “the View” for Overlook Medical Center for over seven years. “Overlook View” reaches nearly 100,000 households and is the hospital’s number one marketing vehicle. The annual directory lists all of the medical staff and is used as a reference in the community.

Aster Gold Awards are only issued to creative works that score between a 95 and a 99 (top 5% of the nation). “The creativity of this year’s healthcare marketing professionals continues to be at an all time high. The 2014 Aster Awards program contained some of the best advertising arguably in the world,” said Melinda Lucas, Aster Awards Program Coordinator.



Here’s the first in our series for marketing executives and managers to ensure nothing slips through the cracks when it comes to creating an effective content marketing strategy for your brands.  Today’s feature:  PRODUCT EDUCATION

                                                                                                                                                                                                            content                                                                                                                                                                                                                                             Too often marketers don’t think about bringing value to consumers as a way of educating them.  And oftentimes, marketers over-think messaging and give consumers far more than they really need.  When developing a content marketing strategy, it’s important to think about how you’re going to educate your consumer to the point of moving them to action.  Never want to knock them over the head…you want to make them appreciate you and want to come back for more. At the end of the day, educating doesn’t just start and end with your end user.  You want to make it easy for not only prospects, but existing customers, industry influencers, media, and other constituents to understand your product, and in an easily digestible way. Give them the option to have short, easy-to-read pieces (through text, audio, video segments) and then drill down as desired. Think advertorials, sponsored content, and other ways to feature your product in a way that consumers like to get actionable education about, and engagement with your brand. And in the end, add the human touch. Make sure that if and when the customer wants to speak to a live person who can answer questions, it supports a positive educational phase of the customer product lifecycle. Don’t underestimate your consumers’ ability and desire to understand your product – be ready!  It’s the marketers that are most ready that will move more people to action and generate more demand for brands.  If all you do is hard sell and don’t educate and bring value to those listening to you or reading about you, you’ll be hard pressed to make many friends!

To learn more about how DavidHenry has helped clients improve their client’s messaging by building a better product education story, contact us at

Author: David Fink ( David Fink is the President of DavidHenry Marketing & Media, a company that specializes in branding, content marketing and integrated communications programs. He is also the founder and publisher of the interactive sports and fitness media company American Athlete which publishes American Athlete Magazine.


DavidHenry Marketing and Media Wins 7 Service Industry Advertising Awards!

March 21, 2014—- WESTFIELD, NEW JERSEY DavidHenry Marketing and Media, along with their client partners, are pleased to announce that they have received seven major awards for their collaborative work in custom publishing, healthcare advertising, integrated marketing and general creative services by the Service Industry Advertising Awards, who announced their 11th Annual Advertising Award winners this past month. A national panel of judges awarded those whose entries displayed exceptional quality, creativity and message effectiveness.

DavidHenry Marketing and Media and their client partners are honored to receive the following awards:

Gold Award:
E-Publication: American Athlete Magazine, London Olympics Edition
Magazine (Single Ad): Cardiovascular Care Group’s Vein Institute Beautiful Ad

Silver Award:
Newsletter: American Athlete Magazine E-Newsletter
Logo: Core Reliance

Merit Award:
Website: Core Reliance
Special Video: Rahway Redevelopment Agency Documentary
Publication: Overlook Medical Center’s Overlook View, March 2013

The Service Industry Advertising Awards began in 2003 to recognize the advertising excellence of the service industry. The 11th annual Service Industry Advertising Awards continues to recognize the advertising excellence from service industry providers. More than 500 advertising agencies and over 1,000 institutions participated in these awards.

DavidHenry is a full-service marketing and media company based in Westfield, N.J. providing branding, integrated marketing, custom publishing and interactive solutions. DavidHenry helps companies achieve their business goals, increase their market share and enrich their bottom line. DavidHenry works with leading business-to-consumer and business-to-business brands in a diverse group of industries. To learn more about DavidHenry and how its talented team generates demand for companies, visit or email


American Athlete Magazine’s Highly Anticipated Winter 2014 Issue For iPad Arrives

Interactive Magazine Features Dynamic Content Designed to Educate, Entertain and Inspire Athletes at All Levels of Competition

Continuing the momentum created by its breakout issues, American Athlete Magazine, one of the preeminent digital sports and fitness publications, announced today that its Winter 2014 issue is here and ready for download. The newest issue (American Athlete Magazine Winter 2014) is available on iPad; it can be found in the App Store for Apple iPad and the store in Apple’s Newsstand (via iPad).



“The enthusiasm for our brand, content platform, and extended media has been phenomenal,” said David Fink, founder and publisher of American Athlete Magazine. “As always, we have included interviews and insights from athletes at all levels of competition for this issue.  It is filled with educational features and inspirational stories, and capitalizes on the interactive platform to bring a unique and entertaining tablet/digital experience.”

American Athlete Magazine Winter 2014 issue’s cover story, “Showtime in Sochi,” examines the XXII Olympic Winter Games—the world’s largest and most-anticipated international athletic competition.  American Athlete presents an introduction to the sporting events and some of the athletes who are competing, including gold medal contender snowboarder and half-pipe specialist Greg Bretz. Complementing the cover story is an extended piece, “The DNA of a Champion,” focused on Sidney Crosby, the captain of Canada’s Olympic hockey team and the Pittsburgh Penguins, who attributes his success to the right genetics, determination and grit.

The recently unveiled issue also includes the following profiles that encourage readers to pursue their own sports and fitness goals:

  • “Armed and Ready with JPP”: New York Giants defensive end Jason Pierre-Paul provides a glimpse into how he spends his days; his thoughts on nutrition, fitness and health; and the blood, sweat and tears that translate into his game-changing fitness abilities.
  • “Bodies in Motion with the Rockettes”: The trainer of the legendary Rockettes discusses how the group’s unwavering discipline keeps them in shape and on-point as they dance in unison for 45 minutes out of every 90-minute show—four times a day, seven days a week.
  • “Operation Fitness: Mike Torchia”: Operation Fitness owner and Elite Fitness trainer Mike Torchia talks about the importance of maintaining a healthy lifestyle and how that evolved from following his top inspiration, Jack LaLanne. He discusses the “Shape Up America” campaign, designed to motivate people across the country to increase daily physical activity and develop better eating habits.

Additional features include ‘Food For Fuel,’ nutritional tips from the L.A. Lakers head strength and conditioning coach Tim DiFrancesco; ‘More Than A Marathon,’ which shares stories of Chicago Marathon runners and their sources of inspiration; and ‘The Game Changer,’ with professional athlete and actor Mark Eisenhart, who tells readers about the key life decisions that helped him transform his very unhealthy body into one in prime physical condition.

“American Athlete Magazine transcends the traditional sports and fitness publishing model both in the content and experience we provide. Our athletes, trainers, sponsors, partners, and other participants are passionate about sports and fitness,” stated Fink. “Our magazine is geared towards addressing their needs with rich content including sports medicine, mental toughness, personal training, human interest stories, nutrition, and other takeaways that go well beyond the routine sports coverage and fitness tips offered in many current industry publications.”

American Athlete’s expansion is a direct result of its fast-growing audience, which includes its e-newsletter subscribers (who are now in the hundreds of thousands) and Facebook followers (over 11,000) who have shared images and videos of themselves sporting their American Athlete gear. The magazine has garnered ringing endorsements from leading sponsors Body Armor, Operation Fitness, SportsUp and Europa Sports.

To download the full experience of the American Athlete Magazine Winter 2014 issue, visit the App Store for Apple iPad or the Store in Apple’s Newsstand (via iPad).

About American Athlete Magazine

American Athlete Magazine is an innovative new interactive publication focused on the American Athlete’s inner life: Mind, Body & Spirit. Unlike other sports publications, American Athlete Magazine goes beyond routine event coverage, analysis and stats to present readers with true portraits of what it’s like and what’s required to compete at the most challenging levels. American Athlete Magazine is dedicated to and written for amateur, college and professional athletes, coaches, trainers, general managers, sports product developers—and anyone who is passionate about sports or curious to learn the story behind the story of the American Athlete.  For more information on American Athlete Magazine, visit or contact us at 800.310.8250 or Connect with American Athlete Magazine on Facebook.

DavidHenry Marketing & Media ( is the branding, content marketing and publishing company for American Athlete Magazine.



CES 2014: David Fink Shares His Thoughts

Photo By:

Photo By:

Advances in technologies create new opportunities for consumer product development.  Take a look at some of the latest products that were featured at the annual CES conference, and a sneak peak at what will be competing for your dollars and shelf space in the coming months. It will be exciting to work with some of these companies to educate, engage, motivate and sell their target audiences!



Tis the Season for Holiday Advertising! DavidHenry’s Deana Paster Shares her Favorite Ads

During the holidays retailers usually advertise unbeatable prices and remarkable savings- all while competing with one another to get the sale.

Being in advertising, I have always had a sweet spot for commercials. It intrigues me to see what big name brands will do to catch consumer attention. Every year retailers raise the bar and expand expectations.

This holiday season, a few brands went with humor, a few warm your heart and a few just bring good ole’ holiday cheer.

Here are a few holiday ads, that in my eyes, succeed in spreading brand awareness!

Best Buy had me smiling:

“Twas” (featuring Will Arnett)

Kohl’s brought me to tears:

Holiday Surprise

 John Lewis’ UK campaign warms your heart:

Bear & The Hare

 Target and Coca-Cola bring Holiday cheer:

Target- My Kind of Holiday

 Coca Cola – Santa’s letter









Lorem Ipsum: A Deeper Dive from DavidHenry’s Debbie Fitzgerald


Often when a designer starts working on a concept it is just that, a concept. There is no definitive direction for the copy.  We might have a headline but since we are still in the process of pitching the client on the concepts, we won’t fully flush out the body copy.  How then can it be conveyed to a client that yes there will indeed be copy points to support the headline and the visual that was excruciatingly chosen specifically for that layout?

The answer is simple. Lorem Ipsum.

What is Lorem Ipsum you say? According to Wikipedia, In publishing and graphic design, lorem ipsum[1] is a placeholder text (filler text) commonly used to demonstrate the graphic elements of a document or visual presentation, such as font, typography, and layout, by removing the distraction of meaningful content. The lorem ipsum text is typically a mangled section of De finibus bonorum et malorum, a 1st-century BC Latin text by Cicero, with words altered, added, and removed that make it nonsensical and not proper Latin.[1]

Somewhere in the recess of my mind, I think I did learn that it was derived from Cicero, but that is neither here nor there.  Lorem Ipsum is standard fare when it comes to design process. It gives both the client and copywriters a general idea as far as how much copy is going to be included in a piece, which is important!

A friend had posted on her Facebook page that she wanted to create a NEW Lorem Ipsum and in turn posted a link to a Lorem Ipsum generator called “Choose Your Ipsum.” (  It made my heart go pitter patter. Here you can choose from such Ipsums as:

Bacon Ipsum

Bacon ipsum dolor sit amet leberkas jowl strip steak brisket. Venison corned beef meatball tenderloin, leberkas pork loin shankle strip steak biltong andouille short ribs filet mignon pork jerky. Flank ham hock brisket turkey. Fatback chicken beef, andouille bacon shankle cow tail corned beef frankfurter brisket doner.

Batman Ipsum

Gordon… You do like to play things pretty close to the chest.

It will be extremely painful… for you

Behind you, stands a symbol of oppression. Blackgate Prison, where a thousand men have languished under the name of this man: Harvey Dent.

And why do we fall? So we can learn to pick ourselves up.

When their enemies were at the gates the Romans would suspend democracy and appoint one man to protect the city. It wasn’t considered an honor, it was a public service.

Samuel L. Ipsum (definitely not suitable for work)

Lebowski Ipsum

Excuse me! Mark it zero. Next frame. Dolor sit amet, consectetur adipiscing elit. A dick, man! And let me tell you something: I dig your work. Playing one side against the other —in bed with everybody— fabulous stuff, man. Praesent ac magna justo pellentesque ac lectus quis elit blandit fringilla a ut. This compulsive fornicator is taking my father for the proverbial ride. Turpis praesent felis ligula, malesuada suscipit malesuada non, ultrices non urna sed.

And quite possibly my favorite…

Busey Ipsum

It’s good to yell at people and tell people that you’re from Tennesee, so that way you’ll be safe. This is just common superficiality. Is thats whats so special about a woman? Superficiality with their face colors?  Did you feel that? Look at me – I’m not out of breath anymore! Listen to the silence. And when the silence is deafening, you’re in the center of your own universe.

Now not every client could handle a project with Busey’isms thrown in there…. but it would make it more fun to review creative concepts. Clients beware!!!


DavidHenry Marketing & Media Receives Ten 2013 MarCom Awards for Branding, Advertising Campaigns and Custom Publishing


WESTFIELD, NEW JERSEY  — NOVEMBER 8, 2013 —-  DavidHenry Marketing & Media, along with their client partners, announced that they have received ten internationally recognized MarCom Awards for their collaborative work in custom publishing, healthcare advertising, integrated marketing and general creative services. MarCom Awards are administered by the Association of Marketing and Communication Professionals. For the 2013 competition, there were over 6,000 entries submitted from the United States, Canada, and overseas.

“We are fortunate to have exceptional client partnerships and a terrific team here at DavidHenry,” stated David Fink, President and Chief Communications Officer of DavidHenry Marketing & Media. “It’s great for all involved to receive recognition for the creative work we produce together to drive demand.”

DavidHenry Marketing & Media and their client partners are honored to receive the following awards:

Platinum Award:


  • American Athlete, London Olympics Edition



  • American Athlete, Volume 1.3



Gold Award:

Magazine/Special Edition

  • Overlook View, Physician’s Directory, 2012



  • Overlook View, September 2012 Issue



Design (Print)/Logo

  • RMA Ovatures




  • RMA Ovatures



  • Space Farms, Roar


Honorable Mention:


  • Overlook View, July/August 2012 Issue



  • Rahway Redevelopment Agency Documentary


Design (Print)/Holiday Card

  • DavidHenry 2012 Holiday Card

#99Holiday CardDHA2012

The MarCom Awards, which recognize exceptional work in marketing and communications, is an international creative competition that has grown to be the largest of its kind. The competition accepted entries from individuals and companies who were involved in the concept, writing and design of print, visual, audio and web materials and programs for their 2012 work.

DavidHenry is a full-service marketing and media company based in Westfield, N.J., providing branding, integrated marketing, custom publishing and interactive solutions. DavidHenry helps companies achieve their business goals, increase their market share and enrich their bottom line. DavidHenry works with leading business-to-consumer and business-to-business brands in a diverse group of industries. To learn more about DavidHenry and how its talented team generates demand for companies, visit or email



Back to Basics: A Response from DavidHenry’s Shelley Schoenfeld



With a keen focus on healthcare marketing, DavidHenry works with many different clients who all have this in common:  they want their marketing to create preference for their products and services and lead to a decision to choose their brand over the competition.  Exciting as it is, people often get caught up in the creative process — the pretty pictures, edgy messaging, concise but effective taglines, bells and whistles web sites, and compelling TV and radio spots to name a few.

All important.

But, equally as important, if not more, is the need to properly identify the strategy, uncover the resources available to support it, decide collectively on the right plan of action…then design, develop, and deploy it   And don’t forget that ongoing measurement and tracking return on investment, because whether it’s year one or year five, you’ll be asked to prove that your marketing and media investments have been wise ones, so having the data and reporting in place to prove they are is critical.

All of these very important steps should be identified in your marketing plan, with each spelled out and outlined before the pretty pictures are drawn up.  That way, you’re operating against goals and a plan, executing a creative effort that’s been clearly thought out each step of the way.