Recently, a prospective new client asked what makes a great client-agency relationship.  My answer was simple: when we believe in the same things, our values are aligned.  When our values are aligned, we’ll have a great relationship.

We have a strong set of values at Rawle Murdy, and we talk about them a lot:  collaboration, respect, smart and creative thinking, hard work, integrity, and personal and professional development. Over the years, our decades-long relationships with a number of clients have proved that aligning values makes the best relationships.  And recently it hit me that our new(ish) client, MUSC Health, is a great example as well.

During the development of MUSC Health’s most recent campaign, we hit upon a nugget of truth that set MUSC Health apart from other health care systems.  Their physicians, clinicians and other staff are part of an academic medical center.  This means they not only treat patients, but also constantly, relentlessly and tirelessly work to develop new ways to diagnose, treat and heal them.

The campaign line “We’re not just practicing medicine, we’re perfecting it” truly describes their modus operandi.  The line originally read “We don’t just practice medicine, we perfect it,” until several of the physicians we interviewed said “We’re never perfect, but we’re always, always striving to get there.” What we found was that the closer they get to perfection, the higher they move the bar. There’s always a better, more expedient, way to treat or prevent disease. And these docs are on it. It’s deeply engrained in their values.  It’s how they live.

So when you make the connection between MUSC and Rawle Murdy’s values, it’s not a long trip.  Rawle Murdy is not curing cancer, but we are just as dedicated to our craft as these physicians, and it feels great to work with such an inspired team.