5 things Millennials want from healthcare.

America’s largest cohort is no longer a bunch of texting teens. They are adults, adults who are becoming parents and shopping for health insurance. And as Millennials look for healthcare, marketers need to know the best way to reach out to them. These quick facts will help healthcare providers better understand this generation.

  1. Show them how it works

    Millennials value safety more than other generations. They are a more insecure generation, growing up during hard times such as mass shootings and 9/11, according to CEB Iconoculture research. Healthcare providers should be aware of this, and welcome the opportunity to help Millennials through the healthcare process so they feel safe. Many will be buying health insurance for the first time. They will want to know the step-by-step process of purchasing healthcare, along with when to schedule appointments and tips for selecting a physician. Give them an authentic, easy-to-understand approach for this complicated process. Simple, yet relatable ads like Oscar insurance create the intimate feel Millennials are looking for.

    Procrastinators unite! Eventually.

  2. Create online access

    Online database Statista reports that Millennials (age 24-35 in 2017) have the highest internet usage compared to other age groups. Millennials can check flights, book a hotel or order a pizza through a smart phone. Why isn’t it the same with healthcare?

    Text updates on appointment times are common among some healthcare facilities. Henry Ford Health System is known for texting patients 24 hours before their appointment in order to confirm the time. And while many hospitals have the option to book online, not enough are advertising this information to the public. This is the process most Millennials are familiar with. Not only would this option be more convenient, but it would avoid the hassle of being put on hold over the phone.

  3. Post good reviews

    Popular shopping sites like Amazon have ways to access customer reviews, but healthcare is behind the curve. Reviews for healthcare facilities may already exist on some sites like Yelp, but it would be easier for the patient to go right to the source. Customer reviews on facilities and doctors are a way to gain the patient’s trust, and show them what they should expect. It’s also beneficial for you to see what your patients are saying.

  4. Provide details on mental health

    On college campuses in particular, healthcare providers are focusing on helping students manage physical and mental health. When talking to a Millennial about healthcare, it’s best to include topics like stress and anxiety. For university students, mental health is one of the highest growing issues to date. University Health Services are working to increase the amount of mental healthcare specialists on campus, and to create ads that focus on peace of mind. The University of California, Berkley does an excellent job at this. Their destress tweet is a great way to help promote mental wellbeing. The circle grows and shrinks in time to simulate deep breathing, calming down its viewers on #destressmonday.

    #DestressMonday
  5. Cover their children

    Believe it or not, more and more Millennials are becoming parents. Over 45 percent of Millennials are raising children, according to Iconoculture research. When Millennials are shopping for health insurance, healthcare providers should be prepared to insure not just one person, but a family unit. The issue will only become more common over the next few years. According to a 2013 Gallop poll, 87 percent of childless adults between 18-40 plan on having kids someday. In addition to insuring children, doctors should be prepared to walk Millennials through the process of pregnancy, nursing, and caring for their child.

Millennials differ from previous generations, from finding a healthcare provider to managing their personal needs. By personalizing healthcare for each generation, healthcare providers are able to further understand their patients and optimize treatment for every individual.

For more on healthcare marketing trends and insights, sign up for our monthly edition of the Brogan Healthcare Checkup.

From insights to innovation: Applying creativity to connect the dots.

From insights to innovation: Applying creativity to connect the dots.As an advertising creative, my job is to take marketing strategy, marinate it in my brain to cook up fresh, new ideas. I’m a specialist at connecting the dots …making the leap between the empirical, marketing research insights to create the emotional connection that inspires behavior change. So having attended the 2017 Iconosphere conference in Las Vegas this week, getting steeped in current consumer insights in a room of marketing execs and strategists, I gobbled up the breadcrumbs to create my own conclusions. Here they are:

Throw your assumptions out the window.

Before you do a gut check, fact check. I was surprised how when quizzed about Gen We how many assumptions I had were not quite on the money. Like who knew 79% of them are financially cautious? It’s easy to make assumptions. But when you open your mind to alternate realities, you can find new ways in to approach a problem.

Read between the focus groups.

Consumers lie. I never really considered just how much in denial we are of the motivations behind our behaviors. But I learned from keynote speaker, Bob Moesta, that if today’s parents wouldn’t be caught dead driving a minivan, why were over 400,000 minivans sold last year? Sometimes consumer’s desires and actions don’t line up. We create false narratives. As marketers, it’s our job to be aware of the subtext and read between the lines.

Keeping asking “Why?”

Why? Because that is the million-dollar question. It’s where you can strike gold. Don’t settle for what people say they want. Or what shiny, new object you can deliver. Keep digging. Go deeper. Find the problem they want to solve. Find the struggle. That is where new products and ideas come from.

Know thy competition.

It’s not who you think it is. It’s not a product. Or service. Or business. It’s time. It’s effort. It’s busyness. Consumers are busy. In fact, we are 400% more productive than our counterparts in 1950’s. We don’t have time to read. We certainly don’t care about your company. We just have a problem to solve. And you either help us or you don’t. As you design websites, create products and approach problems, consider who you are up against. And how you can help your audience win.

Imagine solutions society can’t.

Humans are wired to habit. We don’t love change. But oh how we love our smart phones. We can’t imagine not having it tethered to us 24/7. Until someone shows us what is next. When we see it, and that tipping point falls, we will jump ship to the next big thing. As soon as you accept the status quo, it will change. So always be on the forefront of what’s next.

So in this blog post, I am actually creating more holes. Taking what we know and opening it up like swiss cheese. And that is exactly the point. Marketing is a minefield. And you have to know where those holes are all around you. Before you fall through or blow up. Navigate knowing you don’t know everything, look for new clues and the breadcrumbs. They will lead you to something truly delicious.

Need more insights? Check out the six things we learned at last year’s Iconosphere.

6 ways brands are empowering women in 2017.

In the first quarter of 2017, brands came together on a very similar mission, to empower women. According to CEB Iconoculture research, 63 percent of women say obstacles continue to make it harder for women than men today, while only 41 percent of men think women still face obstacles.

To highlight these disparities, here are six ways brands are changing the conversation and empowering women in 2017.

1. Brawny: #StrengthHasNoGender.

Brawny: #StrengthHasNoGender.
(Photo credit: Adweek)

This year, the 43-year-old paper towel brand got a makeover. As part of its Women’s History Month campaign, the brand replaced its trademark lumberjack with a defiant, flannel wearing woman. In an Adweek interview, the agency’s VP of marketing explained, “This year we wanted women to see themselves as strong and resilient, and one way to do that was to show them on the packaging.” Household goods already have a brand advantage with women in the trust department. Who knows where this may take Brawny.

2. Microsoft: Make What’s Next.

The tech brand has recently made it their mission to highlight the growing gap in female STEM (for science, technology, engineering and math) researchers. With their spot “Make What’s Next,” Microsoft encourages young girls to follow their dreams and stay in STEM.

3. McCann: A fearless girl.

McCann: A fearless girl.
(Photo credit: Adweek)

In honor of International Women’s Day, McCann New York erected a statue of a girl facing off the infamous Wall Street Charging Bull. The statue, which has since been removed from site after the permit expired, was to emphasize the power of women in leadership. The girl stood fearlessly in the face of the bull for over a month, serving as a powerful symbol of female strength.

4. Loganberry Books: Gender gap in fiction.

Loganberry Books: Gender gap in fiction.
(Photo credit: Adweek)

To demonstrate the gender gap in fiction, this Ohio bookstore turned all male authored books around in their bookstore so only the works of women were in view. The store operated under this remodel for about a week, as the storeowner wanted to celebrate generations of female authors and inspire the next.    

5. Jack Daniels: His and Hers.

No explanation necessary here.

  1. Ann Taylor: This is Ann.

To celebrate 60 years of business and in honor of Women’s History Month, Ann Taylor debuted their “This is Ann,” video. The minute-long spot highlights the good, the bad and the ugly struggles women have faced throughout the years while thanking the women that have come before them and paved the way.

Are you a woman? We value your thoughts and insights and invite you to join our Brogan Talks to Women Survey.

Weekly Recap - May 5, 2017

Is your brand starting to sound like a robot? Or perhaps you need to build back brand trust? Forbes has three ways your business can show transparency, whilst Adweek is highlighting the common mistakes brands make on social media. Speaking of, Twitter is updating its platform to be more visual. Users can now search by emoji on the social network. What's the taco emoji up to today? Let's see.

DETAILS, please

3 common mistakes brands commit on social. Here are some common mistakes brands are making on social, how to avoid them and how to strengthen your social presence to better connect with your customers.

Twitter's search just got a very important update. Twitter now lets you use emoji characters in search.

3 ways brands can show transparency to build trust. The first step toward improving transparency is recognizing the impact you have on your consumer audience.

Meanwhile back at the RANCH

Are you keeping up with Brogan & Partners? Follow us on Facebook, Twitter, Instagram, LinkedIn, YouTube, Google+ and Pinterest.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

Like what you see? Share the Brogan Recap.

Healthcare Checkup - May 2017

Are you putting your patients first? North Memorial’s recent campaign puts patients’ concerns and experiences at top of mind. Perhaps virtual reality is more your speed? Or are you preparing to respond to your direct competitors? Here’s everything you need to know.

VITAMIN B&P.

This healthcare system treats patients as valued customers. North Memorial is making sure patients are seen and heard.

MARKETING SUPPLEMENTS.

How marketers and users can benefit from virtual reality. Virtual Reality (VR) is becoming one of the largest opportunities using sight and sound to create real experiences without actually being present.

When it's smart to take jabs at the competition. A little competition can be a good thing. Especially when brands engage directly with competitors.

INDUSTRY PULSE.

Is your online presence up to snuff? As more digitally savvy Millennials become patients, they expect ease of use and interactivity when it comes to websites. See here.

Boost your online reputation. In the 21st century, you’re nobody unless you’re somebody online.

Serving the Millennial patient. As the millennial generation enters the workforce and becomes increasingly responsible for buying and accessing healthcare, organizations are gearing up for a new “regime.”

MONTHLY DOSE.

Does your hospital marketing budget have you down? Download our free guide, "How to market your hospital on a tight budget," to learn budget efficient marketing strategies.

When agency work feels more like a mission.

In Metro Detroit, 1 in 3 adults reads below a sixth grade level." src="/files/u49/making-a-difference.jpg" style="width: 810px; height: 445px;" /></a></p>

Making a difference.

It’s a powerful motivator. Positive change is the primary goal of most of our clients—whether encouraging healthier behaviors, job growth, financial literacy, sustainable communities, and more. It’s the kind of work that feels more like a mission than a job.

Like our recent work with Reading Works, a Detroit-based nonprofit dedicated to improving adult literacy. Reading Works collaborates with community impact partners like Focus Hope and Southwest Solutions to teach adults to read so that they can enjoy a better life and greater opportunities.

The cause is critically important.  One in three adults in Metro Detroit reads below a sixth grade level—twice as bad as the national average. The problem of low literacy is even worse in Detroit where it impacts 40 percent of adults.

Adult illiteracy casts a long shadow. Children of low-literacy parents are 87 percent more likely to be growing up in poverty. When adults learn to read well, it’s life changing. Increased adult literacy corresponds to decreased poverty, decreased crime, reduced overall health care burden, increased child literacy, long-term economic growth and increased per-capita income.

Moreover, improving adult literacy is key to Detroit’s revival. A great workforce, robust neighborhoods and confident children succeeding in the classroom depend on it.

Still, adult illiteracy is overshadowed by other causes. And most people aren’t aware of the magnitude of the problem, according to a recent informal Brogan Talks to Women survey. Nor are they familiar with Reading Works.

  • 40 percent are surprised to learn that one in three adults in Detroit read below sixth grade level.
  • 12 percent have heard of Reading Works.

But people are ready to lean in and learn more. They’re especially interested in its impact on poverty, job skills, crime and community revitalization. Of the 133 respondents surveyed:

  • 96 percent agree or strongly agree that adult literacy is “critical to addressing employment, education…healthcare, citizenship, incarceration and neighborhood revitalization.”
  • 89 percent are compelled by the fact that children of low literacy adults are far more likely to grow up in poverty.
  • 87 percent are motivated by the statement “adults who achieve reading proficiency qualify for better jobs that can move their children and families out of poverty.”

These insights helped inform our creative strategy to bolster awareness and spark action, beginning with a short video to frame the issue. The video was launched earlier this month as part of Reading Works’ bid to win up to $100,000 from A Community Thrives.

Take a look and let us know your thoughts. (And vote for Reading Works through May 12, 2017.) We’ll be reshaping this creative for other channels to connect with volunteers and donors. For more of our social marketing work, visit our portfolio.

Burger King, McDonald's and Google: A lesson in multimedia marketing.

By now, our Google Alexa has gone crazy over “what is the Whopper burger” and yes, we’ve Googled that other “place where the coke tastes SO good.”

Why? Because TV and video alone cannot successfully reach a target audience. Today, consumers are even more connected than they’d like to admit. Especially, when watching TV. According to Facebook, 68 percent of people access their mobile device while they watch TV, while 75 percent access a second screen. We’re connected. We’re on multiple screens, devices and personal assistants.

With that said, brands are acknowledging this and including them within their marketing. To advertise their Whopper burger, Burger King debuted a :15 second video ad that triggered Google Homes to answer the question, engaging the viewer and their device at the same time.

Google quickly disabled the ad from engaging with the Google Homes. This didn’t stop Burger King. During late night TV, a second ad aired and hacked the voice activated device again.

And they’re not the only ones engaging (or encouraging engagement with) Google. McDonald’s decided to involve Google in their latest brand video, a little differently.

What do you think? Did Burger King violate personal assistants? Is McDonald’s response ad clever or petty? Excuse us while we go get a Coke and mull this over.

For more trends and insights, subscribe to the Brogan Weekly Recap.

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This healthcare system treats patients as valued customers.

"I love not knowing exactly how much my visit is going to cost."

"I love being uninformed and totally uninvolved with my healthcare."

"It feels great when my doctor gives me a diagnosis without making eye contact."

Said no one ever. That’s why North Memorial Health has launched a new brand campaign to humanize the healthcare experience for patients. In a series of online videos, the healthcare system addresses patients’ concerns and real-life, relatable experiences with humor.

This healthcare system treats patients as valued customers.

North Memorial Health’s message focuses on ensuring their patients are and continue to be heard.

For more on healthcare marketing trends and insights, sign up for our monthly edition of the Brogan Healthcare Checkup.

Weekly Recap - April 14, 2017

It’s been nine months since Pokémon Go made its splash on the scene. Now, the mobile game has garnered over 65 million monthly users. Other digital facts this week? According to Adweek, 51 percent of U.S. Snapchat users don’t engage with branded filters or lenses. Shocking. Advertisers, however, shouldn’t fret, Marketing Land is here to remind brands they should measure quality over quantity. Speaking of, how’s your Instagram strategy? Let’s unpack.

DETAILS, please

8 digital marketing stats from last week. Pokémon Go lifts up the hood, and Snapchat's app-installs are a hit.

Mobile engagement just got even more important for marketers. Don't let 'quantity over quality' be the mantra of your mobile-first business plan.

More than a pretty picture: Demystifying Instagram engagement for brands. Building an engagement strategy on Instagram isn’t the guessing game it once was.

Meanwhile back at the RANCH

When it's smart to take jabs at the competition. A little competition can be a good thing. Especially when brands engage directly with competitors.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

Like what you see? Share the Brogan Recap.

When it's smart to take jabs at the competition.

A little competition can be a good thing. Especially when brands engage directly with competitors. Here are three clever ways brands are marketing head-on.

  1. Sprint brings the sales (and sass).

    In an effort to prove they are just as competitive as the rest, Sprint has adopted a new spokesperson. And let’s just say this isn’t his first commercial.

  1. Boss Baby is no wimp.

    The box office favorite is taking a friendly stab at one of its competitors in the promo “A Tale NOT As Old As Time.” Hmm, what could that reference mean?

  1. Wendy’s starts the real beef.

    In response to McDonald’s announcement that select restaurants use of real beef in their quarter pounders, Wendy’s took to Twitter to add their own beef.

When it's smart to take jabs at the competition

Photo: Adweek.

For more insights and trends, subscribe to our Brogan Weekly Recap.

Weekly Recap - April 7, 2017

Be honest. Have you ever bought something based on its packaging? According to Adweek, 50 percent of all shoppers have. Consumers are also interested in virtual reality. In fact, this digital trend accounts for 24,200,000 searches on Google. Another thing boosting searches? Virality. HubSpot has everything brands need to know, if and when they go viral. Take a look. 

DETAILS, please

Infographic: How ads, packaging and smartphones affect what shoppers buy at the supermarket. Survey helps brand marketers decode the path to purchase.

How do consumers really feel about 2017’s digital trends? There are some exciting digital trends causing a big buzz in the brand world.

Virality: 12 small brands that made it big. When you think of viral marketing, your mind probably wanders to that Oreos "You can still dunk in the dark" tweet, which garnered an enviable 40,000 retweets and Facebook likes during 2013's Super Bowl power outage.

Meanwhile back at the RANCH

How marketers and users can benefit from virtual reality. Virtual Reality (VR) is becoming one of the largest opportunities using sight and sound to create real experiences without actually being present.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

Like what you see? Share the Brogan Recap.

How marketers and users can benefit from virtual reality.

Virtual reality is becoming one of the largest opportunities to use sight and sound and create real experiences, without actually being present.

Here are three brands that used virtual reality to market their brand:

Try Before You Fly – Marriott Hotels

How marketers and users can benefit from virtual reality

(Image courtesy of: www.vrlife.news)

New York one minute, Hawaii the next. As newlywed couples strolled the streets of New York City, they were given the chance to experience any particular destination they longed to travel to. Between the beautiful view of beaches to skyscrapers in London, Marriott Hotels gave consumers the ultimate travel experience without the physical travel.

Educational Experiences – Toyota

Toyota takes teens for a spin around town to not only preach that distracted driving is dangerous, but to show them the consequences by placing them in the situation. The 360 view makes it feel real for audiences and creates a deep, emotional outcome as if they were really behind the wheel.

Launch Opportunities – HBO

For the launch of 2016 season of the Game of Thrones, HBO, Facebook and Oculus collaborated to create an interactive 360 VR video to let users climb walls and walk around various cities of the show. Users reported how real the experience felt, even facing the emotion of fear as if they were really 700 feet above the ground.

How consumers benefit from virtual reality.

In the word of marketing, being able to immerse users in something that feels so terrifyingly real is a game changer.

However, VR doesn’t just benefit those behind the scenes; it can benefit those using the technology. One of the most interesting VR tactics is placing someone in real-life situations that generate empathy and human emotion. Jeremy Bailenson, the founder of Stanford’s Virtual Human Interaction Lab, has devoted years researching how VR can help understand those around us. For example, Bailenson conducted a study were the users became “color-blind” in the virtual world. The findings? Those who experienced a disability through VR were more likely to spend time helping those with that same disability thereafter.

Before VR you could imagine being color blind, see color-blind individuals through media sources,  but now users can actually walk through someone else’s shoes.

For more trends and insights, subscribe to our Brogan Weekly Recap.

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