Weekly Recap - March 3, 2017

Pick up. Pick up. Pick up. Wondering why consumers aren't answering your calls? It's because all that ringing is freaking them out. Especially the young'uns. Or they're too busy clipping coupons and hunting for bargains. That goes double for the multicultural shopper. If you're targeting Gen X, you can probably bet they're not at the gym. Or the doctor's office. The sandwich generation would rather preserve youth with Botox than pump iron. Let's unpack.

DETAILS, please

Hold my calls. A 2011 Pew Research study found that the average person made or received about a dozen calls per day; in 2015, that number dropped by nearly half. Young adults say phone calls make them feel "nervous" and "panicked."

Multicultural consumers are savvy shoppers. Multicultural consumers spend more hours on average clipping coupons and searching for deals than general-market consumers, according to the 2016 Valassis RedPlum Purse String Survey. Latinos are the biggest coupon searchers. 

Gen Xers invest more in beauty than health.  Gen Xers are more likely to spend money on anti-aging products and services than exercise regularly, according to the MDVIP Health & Longevity Survey. Only 50 percent of Gen Xers have had a checkup in the past five years, compared with 72 percent of Boomers.

Meanwhile back at the RANCH

Snapchat vs. Instagram: Everything your brand needs to know. Debating which visual social platform is better for your brand? Let's break it down filter-by-filter, post-by-post, percentage-by-percentage.

How to get more patients to try telemedicine. Telemedicine is at a tipping point. The medical community is on board. Patients say they're in to it. So, why are they so reluctant to use it? Here are four ways to increase patient adoption.

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, greatest and free whitepaper "Communicating with Visuals."

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And the top mobile marketing healthcare leader is...

The government. Great, creative mobile marketing is about building relationships. And the government has my number. Okay, so even though they have a satellite in outer space tracking my every move...I chose to opt in to a mobile text message campaign for the Center for Disease Control.

And I like getting their text messages. From quizzing me about the temperature of my turkey on Thanksgiving to concussion signs during ski season, I feel they are my friend giving me advice that even my BFF Becky could not (sorry Becky...). And isn’t that what marketing is all about? At Brogan & Partners, we just did a text message campaign consisting of “Love Notes” for our client, Covenant HealthCare. And for our client, the Michigan Department of Community Health, we are doing all kinds of WAP sites with creative that drives you to them. Big beauracracies may be big, but they can sure turn on a dime to innovative new solutions.

So how do you feel about text campaigns? Are you opting in or out?

CDC text message campaign on iphone

Research-based H1N1 ad.

By now, we've all seen a lot of H1N1 ads. But are they working? Our client, Michigan Department of Community Health, decided to go straight to the target audience - minority populations of African Americans, Arab Americans and Hispanics who have NOT received the vaccine - with focus groups to understand WHY NOT.  The problem? They simply don't trust it.  Respondents said it was "rushed into circulation", "pushed by the government", and is "unsafe", "untested and experimental," and "unproven." Of course, all misperceptions and untruths, as the vaccine is the safest, most effective way to prevent the flu. We know that trust is a critical component of the healthcare marketing equation -- and that we had to overcome this basic feeling of mistrust. Since the majority of respondents said their doctor would be the single person they would trust the most about whether or not to get the H1N1 vaccine, we encouraged action through this open door. Even though we know 61% if adults search online for health information and 81% of Internet users search online for health information (Pew Research Center), we bravely persevered with what research told us is the most effective call to action: TALK TO YOUR DOCTOR.




The print ad is straightforward. Designed to help people make a list of questions to ask their doctor about seasonal flu and H1N1. I think its simplicity and utilize are unexpected -- and will break through the clutter.

stop-the-spread-7-125x4-812.JPG

Kudos to MDCH for their research-savvy approach. We'll keep you posted as this just started running.  Let us know what you think!

WANTED DEAD OR ALIVE: COLEMAN YOUNG’S OPINION ON COBO.

So...some Detroit City Council members are questioning the wisdom of a regional authority buying and running Cobo convention center.  And they are looking for allies—even among the dearly departed.  What, for example, would the late Mayor Coleman Young say?

Of course, everyone agrees Cobo needs a big time facelift and expansion.  And that Detroit doesn’t have the big time bucks to do this.   Still, some Council folks and City residents oppose regional ownership simply because Cobo belongs to the City, it is a City jewel.  Some question the fees being paid to the City for Cobo’s parking garage. 

For many, however, the biggest problem is that the regional deal does not give contracting preferences to Detroit businesses and residents.  And they infer that Coleman Young would stand with them in insisting that Detroit should be Cobo’s primary contracting beneficiary. 

This could be hard to refute … unless someone happened to know exactly what Mayor Young wanted to communicate when he expanded Cobo in the late 1980’s.  Well, it so happens that Brogan & Partners was Cobo’s ad agency during that time and we needed Mayor Young’s OK for ads and TV spots. And this is what he wanted said about job preferences in communications from 1987:

COBO Hall Expansion Print Ad

COBO Hall Expansion Print Ad

COBO Hall TV Ad

So SURPRISE! to all those who loved Mayor Young for being completely Detroit-centric. 

And BIGGER SURPRISE! to all those who disliked Mayor Young for not being regional enough. 

Blog Category: 

Hooray, no more election ads!!!

As a marketer, I obviously like advertising.  But with the election FINALLY coming to an end today, there may not be anyone happier than me for campaign ads to be done for a little while.  The economy's downward spiral is bad enough, but pile on the negative campaign ads one after another, and I'm more than a little stressed out!

Campaign ads are an important part of our American democratic process.  And I know we'll see some local stuff again soon (especially as the mayoral campaign heats up here in Detroit), but I for one can't wait to see a barrage of Budweiser spots, Visa spots, even the local home improvement spots.

So even as I went to vote this morning, thinking about this historic election, another part of me was excited to see the Geico Gecko a little more in coming days.

How about you?    

Blog Category: 
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