This year’s honorees stood out in three key categories: Integrated Marketing Campaigns, Content Creation and Management, and Branding, Design, and Visuals. Their work reflects the challenges and opportunities of healthcare marketing today, and their results speak for themselves.
Learning from 2025 Excellence Awards Winners
Best Overall and Gold, Integrated Marketing Campaign
Virginia Hospital & Healthcare Association – “Control Your Care” Campaign
The 2025 Platinum Award for Best Overall and Gold in Integrated Marketing goes to the Virginia Hospital & Healthcare Association (VHHA) for its Control Your Care campaign.
When many Virginians were unaware of new healthcare reforms, including protections from surprise billing and tools for price transparency, VHHA launched a statewide public education initiative. With messaging delivered across TV, radio, digital advertising, and a user-friendly website, the campaign achieved millions of impressions and a measurable increase in public awareness. More than 70% of voters are familiar with these consumer protections today.
VHHA’s campaign reached people and helped them make more informed choices about their care.
Acenda Integrated Health won top honors in content strategy and execution. It transformed its internal ACE platform into a vibrant digital hub for employee communication and engagement.
Facing a decline in intranet usage, Acenda introduced a new strategy that included interactive welcome kits, email onboarding, staff recognition, weekly contests, and meaningful storytelling. The result? A 35% increase in post engagement, a 10% rise in platform visits, and 97% of staff now actively using the tool.
More than a content update, this cultural investment now anchors Acenda’s internal community.
Gold, Branding, Design, and Visuals (tie)
TidalHealth – Dr. Taboo Podcast Brand Art Virginia Voice & Red Orange Studio – Virginia Voice Rebrand
Two organizations took home Gold in the branding category, demonstrating the power of visuals to build credibility and connection.
TidalHealth was honored for its bold branding of the Dr. Taboo podcast, which addresses sensitive and often stigmatized health topics. The visual identity — a lightning bolt wrapped around a caduceus — conveyed both authority and courage, helping the podcast stand out across platforms and encouraging open, honest dialogue about healthcare.
Virginia Voice and Red Orange Studio were recognized for their thoughtful rebrand of a nonprofit providing audio access to the blind and visually impaired. The new logo features sound waves and human figures, reflecting voice, connection, and community. The design update led to stronger engagement, enthusiastic stakeholder response, and growing demand for branded materials — a strong sign that the visual identity resonated.
Complete List of Winners of the 2025 MASHSMD Marketing Excellence Awards
Integrated Marketing Campaigns
Gold: Virginia Hospital & Healthcare Association – Control Your Care
Silver: Maryland Dental Action Coalition & Devaney & Associates – My Reason to Smile
Bronze: Trinity Health Mid-Atlantic – St. Mary Medical Center Cardiovascular Testimonials
Content Creation and Management
Gold: Acenda Integrated Health – ACE is the Place!
Silver: Mary Washington Healthcare – Bump and Beyond Quarterly Newsletter
Bronze: Virginia Hospital & Healthcare Association – Help Us, Help You
Mary Washington Healthcare
Branding, Design, and Visuals
Gold (tie):
TidalHealth – Dr. Taboo Podcast Brand Art
Virginia Voice & Red Orange Studio – Virginia Voice Rebrand
Silver: Associates of Cape Cod & Cobalt Communications – ACC: Building a Better Biotechnology Brand
Platinum: Best Overall
Virginia Hospital & Healthcare Association – Control Your Care
These campaigns reflect the creativity and clarity that define outstanding healthcare marketing. Congratulations to all the winners. Thank you for helping raise the bar for how we communicate, connect, and serve.
2024 MASHSMD Award Winners
The MASHSMD Excellence Awards aim to recognize and reward creative and strategic excellence in healthcare marketing and communications. These awards are given out annually for the prior year's work.
Integrated Marketing Campaigns
Gold: Heart Month 2023, AtlantiCare and Aloysius Butler & Clark
Silver: Medisolv Education Center, Medisolv and Devaney & Associates
Bronze: Healthy Nurse Health Nation™ Elevating Nurse Wellness, American Nurses Association and Aha Media Group
Content Creation & Management
Gold: NIDA Asks, The National Institute on Drug Abuse and ICF Next
Silver: Increasing Treatment Reach: Empathetic Marketing for Sex Addiction Recovery, Keystone ECU and Aha Media Group
Bronze: 12 Smart Ways to Use Your Healthcare FSA Dollars, Inova and Aha Media Group
Public Relations & Communications
Gold: Cancer Awareness Public Relations Efforts, AtlantiCare and Aloysius Butler & Clark
Silver: Tuerk House Ribbon Cutting, Banner Health and Devaney & Associates
Bronze: Phoenix Children’s Annual Report, Phoenix Children’s and Aloysius Butler & Clark
Advertising
Gold: Focus on You, Raleigh Radiology and Media Partners
Silver: Piedmont Community Services Fentanyl Awareness Campaign, Piedmont Community Services Board and Media Partners
Bronze: Grand View Health Spine Campaign, Grand View Health and Aloysius Butler & Clark
Branding Design & Visuals
Gold: Phoenix Children’s Brand Campaign, Phoenix Children’s and Aloysius Butler & Clark
Silver: Wellsential Health Branding, Wellsential Health and Devaney & Associates
Bronze: Bullies Never Win, Centers for Disease Control and Prevention and ICF Next
Best Overall Campaign
Platinum: Phoenix Children’s Brand Campaign, Phoenix Children’s and Aloysius Butler & Clark
Gold: Marketing Elements: Video Production – Good Sam Anniversary Video, submitted by MPI Silver: Strategy and Research: Strategic Marketing Plan – IPHI Brand Refresh, submitted by Institute for Public Health Information Bronze: Collateral: Special Event Material – MWHC Stafford Hospital Free Community Baby Shower, Mary Washington Healthcare
Category Gold Awardees
Advertising
Posters, Banners, Billboards – MWH Cardiac Patient Testimonial Billboard, Mary Washington Healthcare
Print Advertising – Reach Your Peak, AB&C
Radio Advertising – Arrive Alive - Buckle Up, AB&C
Television Advertising – Good Sam TV Campaign, MPI
Collateral
Annual Report – Making Critical Health Data Useful for Today and Tomorrow: DHIN's FY21 Annual Report, Delaware Health Information Network
Special Event Material – MWHC Stafford Hospital Free Community Baby Shower, Mary Washington Healthcare
Traditional Publications – Quit for Good, AB&C
Marketing Elements
Content Marketing – Top Five Myths about Hospice Care, Martin Communications
Logo – HR4U, AB&C
Video Production – Good Sam Anniversary Video, MPI
Web Design – Pennsylvania Psychiatric Institute Website Development, Martin Communications
Strategy and Research
Strategic Marketing Plan – IPHI Brand Refresh, submitted by Institute for Public Health Information
Public Relations and Social Media
Public Relations – Baltimore Medical System Media Relations Campaign,
Devaney & Associates
2022 MASHSMD Award Winners
Gold: Exceptional Inhouse Campaign – Carroll Hospital "Better Together" Installation, Carroll Hospital | Devaney & Associates Silver: Online Advertising – Vaccine Clinic Campaign, Mary Washington Healthcare Bronze: Content Marketing – Virtual Town Halls, Mary Washington Healthcare
Category Gold Awardees
Advertising
Television Advertising – Einstein OB Campaign TV Spot, AB&C
Radio Advertising – Einstein OB Campaign Radio, AB&C
Print Advertising – Einstein OB Campaign Print Ads, AB&C
Posters, Banners, Billboards – COVID-19 ED Readiness Campaign – Billboard, Mary Washington Healthcare
Online Advertising – Vaccine Clinic Campaign, Mary Washington Healthcare
Internal Communications – Feel the Love Elevator Wraps, Mary Washington Healthcare
Traditional Publications – Baltimore Medical System's "Heartstrings" Case Statement, Baltimore Medical System | Devaney & Associates
Marketing Elements
Video Production – Sinai Hospital Residency Recruitment Videos, Sinai Hospital | Devaney & Associates
Content Marketing – Virtual Town Halls, Mary Washington Healthcare
Photography – Transplant Clinic Nurse Waves Goodbye After 5 Decades of Service, VCU Health Hume-Lee Transplant Center
Strategy and Research
Strategic Marketing Plan – Virginia’s Emergency Department Care Coordination Program (EDCC): A Blueprint for Reducing Super Utilization of the ED by 33%, Virginia Health Information
