Weekly Recap - March 17, 2017

Do you trust brands? An eMarketer study found that most women are skeptical. In fact, 48 percent have a hard time trusting financial service brands, 37 percent distrust healthcare brands and 24 percent distrust nonprofits. Even with social activism on the rise, Millennials are dubious about cause marketing to be skeptical. Still they yearn to be philanthropic. Where’s the give? Seeing isn’t necessarily believing. Digiday suggests brands’ viewability isn’t the be-all end-all. Let’s break it down.

DETAILS, please

What brands can do to win the trust of women. Brand trust seems to matter more than ever, though it may be harder than ever to build that trust.

Infographic: What consumers really think about cause marketing. With social activism on the rise, more brands are aligning themselves with philanthropic causes in hopes of burnishing their reputations—and their bottom lines.

Focus on viewability, but don’t make it the goal. It seems like a total no-brainer: No one wants to pay for ads that can’t be seen. But viewability is just one factor in an effective campaign.

Meanwhile back at the RANCH

Millennials find clever ways to finance life. Millennials aren’t the first generation to tap the Bank of ‘Rents. But they’re particularly sensitive about the handouts.

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

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Anti-drunk driving messages cause marketers should know.

Coming off the holiday season, most of us attended parties with family and friends where alcohol was served. And it is a strong possibility the majority of the people in attendance drove home, even if they indulged a little too much. According to MADD, in 2015 “Adults drank too much and drove about 121 million times per year.” Why is it that so many people make the decision to drive under the influence, especially with services like Uber and Lyft that exist in most cities and suburbs? Have they not seen any of the anti-drunk driving ads out there that show the potential consequences of driving under the influence? Take, for example, the Michigan Office of Highway Safety Planning spot “Sticks With You.” Not only does it tug at the heart strings but it shows viewers the consequences drinking and driving can have on the people around you.

It turns out anti-drunk driving ads have been pretty effective over the years in reducing the number of fatalities related to drinking and driving. In fact, according to The Drinks Business, these types of fatalities are “at an all-time low having decreased 53% since 1982.” But what if consumers could actually experience the results of a drunk-driving crash firsthand? Could that help significantly reduce or even eliminate drunk-driving fatalities completely?
 
Diageo: "Decisions."
 
Diageo, an adult beverage company, has pioneered virtual reality technology that allows consumers to experience the journey of a vehicle and passengers whose driver is under the influence, ultimately ending in a tragedy.

Virtual Reality is an innovative way to spread awareness about the dangers of drunk driving and hopefully give consumers a bit of a scare to help change their behavior. Do you think this type of advertising will be effective and further lower the rate of drunk-driving fatalities? Let us know in the comments below.
 
For more, catch up on the latest and greatest in cause marketing here.

 

Healthcare Checkup - December 2016

Tis the season for giving, forging connections and the flu? Yes, that’s right. Let’s take a look.

Give: Rethink Breast Cancer has created thoughtful Give-A-Care products to gift one-by-one or send curated packages to loved ones diagnosed with breast cancer.

Connections: Celebrity endorsements may seem like a trend of the past, but they are still used in several marketing campaigns today. And believe it or not, Millennials are sticking with their pediatricians well into adulthood.

Flu: While the flu season is in full swing, Uber is making it more convenient for consumers interested in receiving the flu shot. See here.

VITAMIN B&P.

Rethink Breast Cancer makes it easy to show you care. The young women’s breast cancer movement has created thoughtful Give-A-Care products that help friends diagnosed with breast cancer get through the tough time ahead.

Healthcare marketing: Do celebrities still resonate? As we’ve recently seen in the latest Cigna TV spot, celebrities definitely capture our attention. (Especially when Dr. McDreamy is talking to us.) But, does this marketing tactic still resonate?

Millennials are sticking with pediatricians into adulthood. From 2002 to 2012, pediatric office visits by patients 19 and older grew from less than a million to 2.4 million.

Flu season driving you nuts? There's an app for that: #UberForHealth. The ride-sharing enterprise advertised their new promotional effort.

MARKETING SUPPLEMENTS.

Everything marketers need to know about paid search. How many times have you searched for something online? How many of those times did you search from your mobile device?

INDUSTRY PULSE.

From #GivingTuesday to patient centered storytelling, social media has seen quite the transformation this year. Take a look.

Healthcare embraces #GivingTuesday with innovative fundraising. With momentum on social media and a partnership with the United Nations Foundation, #GivingTuesday has quickly become a vast philanthropic effort led by Millennials.

How healthcare marketers use social media. Gamification. Disruption. Value-based messaging. See how healthcare marketers can tap into social media to share their brand message.

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.

Flu season driving you nuts? There's an app for that: #UberForHealth.

Flu season driving you nuts? There's an app for that: #UberForHealth.

UberX. UberXL. BLACK. SUV. UberHEALTH? 

Yes, you read that correctly. UberHEALTH.

On October 25, the ride-sharing enterprise advertised their new promotional effort, #UberForHealth.

When users in participating cities opened the app between 11am and 3pm, Uber’s temporary “HEALTH” option could be selected in attempt to stay well this season. The campaign was designed to deliver flu care packages and flu shots for up to five individuals from a registered nurse through Passport Health, for free. No tricks, no gimmicks, just the tap of a button.

If you are a firm believer in the expression “good things come in threes” this marketing tactic probably appeals to you– free Uber, free care package, and last but certainly not least, free flu shots.

Although the shot is optional, Uber hopes their promotion will encourage users to take control of their health, along with keeping the health of others in mind. As reported by Uber, each year the flu affects 20 percent of the population and receiving the flu shot reduces the risk of passing your germs by 50-60 percent. Uber’s overall goal may be to spread buzz from person to person about the convenient transportation business, but UberHEALTH aspires to do the opposite for viruses and prevent illnesses from circulating.

How this helps Uber.

2016 is not Uber’s first rodeo testing out UberHEALTH. However, unlike last year, everything is free – and to be quite frank, everyone loves free. Uber’s pilot campaign presents users and non-users an incentive to try Uber for reasons other than convenient traveling.  

Even though Uber is merely getting their feet wet in the healthcare pool, we can’t help but wonder what is next? Will they tap into unlimited delivery services? Take over the world? (okay maybe not that far, but you get the idea).

Whatever the next big thing may be, the innovative campaign supports the multibillion dollar company in breaking out of the traditional “Uber box” and encourages more brainstorming on how Uber could ultimately be used. More uses = More business.

How this helps the healthcare industry.  

It’s no secret hospitals are on top of the latest technology in their facilities, but campaigns like UberHealth force innovation outside the hospital walls as well.

Although it may not be ideal to bring the nurse to the patient in every situation, hospitals are taking the idea of convenience integration and running with it. MedStar Health can be seen as a prime example when their partnership with Uber was announced in January 2016  in hopes of helping patients with transportation to and from appointments. According to research provided by BMC Health Services Research, with every patient that does not show up to an appointment, a health organization loses money.

Keeping that in mind, incorporating concepts like transportation services is not only beneficial to the patient, it is also one small step towards the future for healthcare industries.

How this helps you.

Now more than ever, the hours in the day seem to be disappearing and to-do lists are growing. Busy mom, hard-working Millennial, stay-at-home parent, regardless of who you are, everyone strives to master the art of fitting it all in. This year, Uber helped individuals scratch the flu shot off those long lists.

The ride hauling company has been mainly used for getting from point A to point B, but did you ever think to use Uber to receive your seasonal flu shot? Chances are, probably not. For current Uber users and non-users alike, no matter the success of UberHealth, this may possibly encourage you to find new ways to utilize the service for your benefit, even when you never thought you could.

According to DMR research, more than eight million people are consistent Uber users and two billion rides and counting have been taken. With figures like that, it is no wonder why Uber is constantly trying to find new ways to help customers get “more for their ride.” Uber Eats, Uber’s Vote campaign, and Dogs of Uber are models for how Uber is expanding for their own business, but more importantly, for you.

UberHEALTH + Healthcare + You.

Although information has not been released on how successful the pilot campaign has been this year, one thing appears to be evident; innovation is surely in the air – and it appears to be beneficial to all.

Don’t fret – if you missed the chance to try UberHEALTH, there is always next year to give them a “shot” (and they’ll be sure to give you one too!).

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

Rethink Breast Cancer makes it easy to show you care.

Rethink Breast Cancer makes it easy to show you care

When my brother’s wife was diagnosed with breast cancer, we bought her a tablet to pass the time during her recovery. She loves to read, so it seemed a good choice. A year later, when my husband’s sister was diagnosed, we gave her a pressed metal necklace.

Why? I have no idea. My mother-in-law reacted in typically blunt fashion. “Why are you giving her presents? It’s cancer, not a birthday party.”

We just wanted to do something to let her know we were thinking of her. That we love her. And to somehow bridge the 4,200 miles that separated us from her while she battled cancer without us. So many things come to mind now that she’s four years cancer-free. But when you’re spinning with worry, thoughtful gift ideas rarely come in focus.

Rethink Breast Cancer gets it. The young women’s breast cancer movement has created thoughtful Give-A-Care products that help friends diagnosed with breast cancer get through the tough time ahead. More than a gesture, the collection includes meaningful gifts that acknowledge what’s she’s tackling, and helps support her along the way.

You can gift goodies a-la-carte or send carefully curated packages that come in small, medium and large. Items range from the practical—a planner, hand sanitizer, water bottle, tissue and tote—to the comfy—plush hoodies and a 100 percent cashmere toque that promises both warmth and style. There’s even a children’s book for moms to help with difficult conversations and can’t-we-ever-have-a-normal-conversation candy hearts inscribed with texts like “u r my rock.” All gifts come with a complementary care guidelines catered to young women who have a breast cancer diagnosis.

What’s more, Give-a-Care products keep on giving. All proceeds from sales fund Rethink Breast Cancer. The nonprofit is dedicated to raise awareness about breast cancer in those under the age of 40.

Talk about a feel-good fest. The giver feels like she’s helping. The recipient feels understood. And the nonprofit gets more funding to fuel great ideas to help more patients.

This kind of brand authenticity is what consumers crave across industries. There’s nothing like a confident decision to make people loyal advocates. The trick is to know your audience. Rethink Breast Cancer knows its target audience down to the cellular level. 

Speaking of brand authenticity, download our free whitepaper “3 Rules to Creating an Authentic Brand.” And discover which brands are getting real and how to market authenticity across genders, generations and ethnic groups.

Weekly Recap - April 27, 2015

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Enough SAID enlists donors for rape justice
The non-profit Michigan Women’s Foundation launched Enough SAID to drive awareness of rape prevention.

Hashing Out Hashtags: What They Are & How to Use Them [Infographic]
These helpful tips and tricks demonstrate the importance and the proper frequency of using hashtags on social platforms.

how to use hashtags

Advertising + entertainment = branded content. Three techniques you should know.
Branded content, also known as “branded entertainment” or “advertainment,” is the fusion of entertainment or editorial content with brands and branded information.

Social Advertising: Are You Adding Value or Just Begging For Attention?
While consumers often don’t mind interacting with brands on their own terms, they’ve grown more savvy at avoiding ads otherwise.

STUDY: Interaction with Instagram Posts Trounces Facebook, Twitter
When it comes to interaction with posts, Instagram blows away parent company Facebook and Twitter, according to a recent study by social analytics provider Quintly.

To Engage Audiences with Storytelling, Don't Just Think Like a Pop Star
Engaging consumers deeply and long-term through storytelling has become the means to driving loyalty and revenue growth.

Weekly Recap - April 6, 2015

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

How Often Should Companies Blog? [New Benchmark Data]
Depending on your company size and business type, these helpful benchmarks show how the number of blog posts published monthly and in total can affect traffic and leads.

why companies should blog

The Ideal Length for All Your Social Media Posts [Infographic]
Users are less likely to click if you don't optimize each post for both your choice of words and the length of the update.

Are Men Bigger Digital Shoppers than Women?
Stereotypes be gone! It turns out that males click the digital “buy” button more frequently than females, according to January 2015 research by Bronto Software.

Which Brands Are Taking Advantage of Instagram?
Instagram will boast more than 100 million US users by 2018, eMarketer estimates, and this year, the social network’s audience will rise by nearly 21% to 77.6 million users.

Dove's Latest Film Makes Women Choose If They Are 'Beautiful' or 'Average'
Over the past decade, Dove has had a laser focus, challenging women's concepts of beauty and championing "real women" to see themselves as beautiful.

Carousel Ads Debut on Instagram
Instagram announced the launch of carousel ads last month, and launch partners Showtime, Banana Republic, Old Navy, L’Oréal Paris and Samsung showed off their uses of the advertising feature in a post on the Instagram for Business blog.

A Simple Guide to Using Hashtags
When used properly, though, hashtags can be a powerful marketing tool in helping drive brand recognition, boost conversions, and positively impact customer loyalty. 

The Power of Brand Authenticity on Social Media [Infographic]
This infographic outlines how authenticity can drive high returns — for both brands and independent creators — and engender consumer trust.

6 Customer Service Tips for Brands on Facebook
Author, speaker and small business coach Barry Moltz shared a half-dozen customer service tips with Facebook for Business.

Weekly Recap - March 9, 2015

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

7 Stats You Should Know About Business Blogging in 2015
These 7 statistics will give you reason enough to get blogging.

business blogging

People Ignore a Giant Lump Growing on a Street in This Clever Cancer PSA Stunt
We've seen this time and again in outdoor ad stunts, and this latest one from AMV BBDO in London is quite amusing to watch.

15 Brilliant Examples of Interactive Print Ads
Here are 16 print ads that should make you rethink the word "traditional."

12 Ways Brands Can Collaborate With Influential Bloggers
Many brands are now turning to influential bloggers to reach new audiences or to engage them in a different way.

Facebook to Start Telling Brands Who's Talking About What Topics
What do people talk about when they talk about _____on Facebook? Soon marketers will have the answer.

Salvation Army Turns #TheDress Into a Powerful Domestic Violence Ad
You thought the dust had settled on #TheDress. But today, The Salvation Army in South Africa released what just might be the most harrowing take on the viral phenomenon—in the form of a domestic abuse PSA.

Mayo Clinic healthcare marketing brilliance with new Google health-related search.

Where do you go when you have a bizarre ailment? Your doctor perhaps? Urgent care? Well, hopefully, but for most of us, the first stop is Google. Which is why Google’s new health-related search feature is genius. And from a healthcare marketing perspective, the Mayo Clinic’s partnership in it even more genius.

So let’s say you’re googling Ebola. Rather than sifting through the myriad of articles trying to find a relevant one, you can first review the basic facts in an expanded box alongside the Search results (as long as your ailment qualifies as one of the top 400 medical conditions that is). And who do you think the medical facts come from? The king of all things medical, of course – the Mayo Clinic. In fact, the information is culled from the web, verified by an average of 11 physicians, and signed off from Mayo docs. This includes condition description, symptoms, treatments, and perhaps an illustration. Mind you, the content isn’t native advertising or sponsored content. It’s prime real estate earned by the nation’s most reputed healthcare source.

Ebola Facts

It’s actually kind of a Wikipedia at your fingertips -- quite literally, as the design is focused on mobile. Since 1 of every 20 Google searches are health-related and over half of these are done on mobile devices, it will be a much appreciated and useful feature.

Kudos to Google for their socially responsible solution in trying to lessen misinformation by presenting healthcare information in a better, more accurate manner. And kudos to the Mayo Clinic for once again assuming the role as the ultimate authority for health information.  Consumers thank you. And docs reaping the benefits of more reliably informed self-diagnosers entering their patient rooms will thank you even more.

Celebrating 30 years of creative advertising: #30 St. John Health.

This campaign is very special to my heart. The reason? First off, it was a very tight, hard-working campaign that broke through to create a strong brand and emotional connection for St. John Health. As a faith-based health system, what made St. John Health different in the competitive healthcare landscape was their unique approach to healing “mind, body and spirit.” We came up with the themeline, “A passion for healing,” and rolled out a campaign which used a storytelling format to emotionally connect female healthcare decision makers to the brand. One such female is also the other reason this campaign is special to me: Ellyn Davidson. When Ellyn, our managing partner, saw the memorable brand TV spot below, she was inspired to do a self-breast exam in her shower. She found a lump. And yes, it was breast cancer. Early detection is one of the reasons Ellyn has been cancer-free for 7 years. And we are all so grateful that she is.

The emotion in this campaign is undeniable. Radio stations were talking about it. Neighbors of mine told me it made them cry. Our client even made me a shadow box filled with the letters staff sent to her about how moving it was and how well it articulated their brand. That shadow box still sits in my office today. But the campaign was also smart. With a modular themeline that we used to highlight different clinical specialties, a print format that encapsulated all the nine hospitals in the health system in a book mark design and cable ad tags that used zone-targeting to effectively advertise the right local hospital to the community. It was powerful brand campaign on many levels.

I find healthcare marketing very rewarding to work on, and this campaign was a career highlight for me and the agency. What do you think of it?

To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

Effective nonprofit social media marketing campaign example #4: Oxfam America

When coffee farmers in Ethiopia were being taken advantage of, Oxfam America launched a marketing campaign to fight for the farmer’s rights. And they chose to do so with an interesting social media platform – Flickr, an online photo sharing community.

Ethiopian coffee farmers weren’t receiving their fair share of profit and lacked the authority to protect the brands of their most popular coffee commodities – Harar, Sidamo, and Yirgacheffe. The country wanted trademark for their crops, which would grant them the right to negotiate price, earn a larger share of the value, and protect their brands.

Oxfam started a photo petition to support the farmers. The petition pressured coffee industry leaders, specifically Starbucks, to sign an agreement that would grant Ethiopia ownership over its coffee. Using a Flickr stream, student groups, organizations, and Ethiopian community members joined together to give voice to Ethiopia by uploading pictures of themselves holding up signs that state “I support Ethiopian coffee farmers.”

More than 500 photos were uploaded onto the account, which brought global attention to the issue. The photos personalized the campaign by displaying the faces of petitioners. Starbucks responded to the pressure and attention and signed an agreement to give Ethiopian farmers a fair share of the coffee profits. The campaign was a success and received more than 96,000 supporters around world. But what was most successful about this social media campaign was how Flickr allowed supporters to feel like they had a big part in making change happen. 

Do you know of any marketing campaigns that have used Flickr?

To see more nonprofits making a difference, check out the rest of my series, 10 Nonprofit Marketing Campaigns That Effectively Use Social Media.

Effective nonprofit social media marketing campaign example #3: charity:water.

Since 2006, charity:water has been working hard to bring clean and safe drinking water to people in developing nations. With more than 800 million people in the world without access to clean water, this nonprofit is taking steps to make a difference. But what makes them stand out from the other 1.1 million nonprofit organizations in the United States?

charity:water was one of the first brands on Instagram. They’ve taken advantage of the social media app to showcase their efforts to deliver clean water to developing nations. But it’s more than just displaying amazing photography. It’s an invitation to hear the stories of individuals who have been impacted. Instagram personalizes these stories by displaying a photo of a person alongside a caption that shares how clean water has changed their lives. 800 million is no longer an ambiguous statistic. charity:water puts a name and a face to millions of individuals who are fighting daily to have clean water.

With over 200,000 followers, charity:water invites supporters to improve the lives of others through clean water. By taking the time to share stories through social media, they build credibility with their fans and show that they care. This approach to personalization through real life stories has inspired people to support their mission. It’s even inspired them to dedicate a page on their website to tell stories, which has tremendously increased donation. Follow charity:water on Instagram today to see how lives are being changed.

What story will you tell using Instagram? To see more nonprofits making a difference, check out the rest of my series, 10 Nonprofit Marketing Campaigns That Effectively Use Social Media.

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  • Brogan & Partners has worked on a wide variety of health issues for us over the years. They have not only consistently provided innovative ideas and award winning campaigns, but they continue to help us work towards our overall goal of improving the health of Michigan residents.  Their creativity, expertise, and enthusiasm makes them an invaluable partner in our... More

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