Emojis are not for every brand. Here's why.

Emojis are taking over e-mail subject lines everywhere. 

A study by Appboy finds that the volume of “active customer messaging campaigns that include emojis” grew by 609 percent in just one year (June 2015-June 2016).

And why not? Most people like emojis, according to the same research. Sixty-four percent said they like or even love emojis. But that doesn’t translate into liking/loving the brands that apply emojis liberally.

Of the 540 participants in the Appboy survey, 39 percent said brands that use emojis are fun; another 13 percent said the brands are relatable. The balance, however, found messages with emojis to be at best “normal” and at worst “childish” or “inappropriate.”

This tracks with research published in Social Psychological and Personality Science that considered how consumers react to a smiling face versus a smiley face.  What they found should give you pause before punctuating your next email campaign with an emoji.

Researchers discovered that people who smile are perceived as more competent than those who wear a neutral face—whether live and in person, or in a photo. But people who use smiley emojis are seen as less competent. 

This is especially true for work-related e-mails.

"The study also found when the participants were asked to respond to e-mails on formal matters, their answers were more detailed and they included more content-related information when the e-mail did not include a smiley,” said lead author Ella Glikson. "We found that the perceptions of low competence if a smiley is included in turn undermined information sharing" (Telegraph.co.uk, Aug. 14, 2017).

So, when is it okay for a brand to use an emoji?

Emojis aren’t made to be taken seriously. The Appboy study said as much (39 percent of respondents said brands that use them are “fun”). So, if you’re a light-hearted brand, say in the food and beverage business, travel and tourism or entertainment industry, an emoji may be just the right amount of cowbell for your campaign.

Some channels are more emoji worthy, according to the Appboy research. Survey participants were most open to receiving brand messages with emojis via text message (37 percent) or social media (28 percent) rather than through messaging apps, email or push notifications. Consider this sweet text from Baskin-Robbins. Now that’s fun.

Skinny websites, snackable content and more from Digital Summit Detroit.

Digital Summit Detroit 2017 delivered. In less than two days, the conference covered all means of email, content, website and mobile trends. Lots for marketers to consider and capitalize upon. A few highlights we just had to share. 

Skinny websites are in season. 

Mobile usage trends prompted responsive design, with websites being crafted to render properly across all screen sizes. It has greatly improved the mobile user experience. Instead of requiring mobile users to scroll across inches of a site from a palm-sized screen, responsive sites scale purposefully, with tools like hamburger menus to facilitate the mobile experience.  

Still, mobile users want more, according to Erik Runyon, Technical Director at the University of Notre Dame. Runyon presented a breakout session called “Improving Web Performance in a Mobile World.”

In short, they want sites to load faster. Streaming delays are stressing them out—literally.

To illustrate his point, Runyon shared a neuroscience study by Ericsson Consumer Lab that measured user reactions to network performance. The study showed that delays in loading web pages and videos lead to increased heart rates and stress levels. On average, heart rates increase 38 percent with mobile delays. Oh, and the related stress? The subjects exhibited stress levels akin to watching a horror flick or solving a math problem.

And who gets the blame? The longer the delay, the more likely it is that some of the blame will be transferred from mobile service provider to content provider. In fact, a significant delay may even drive a user to a competitor content provider.

Performance matters. Take that to your design teams, Runyon suggests. Lead and live with performance. His advice:

  1. Performance has to be part of the culture.
  2. Performance should be part of concept and design.
  3. Give your team time to focus on performance.
  4. Implement a performance budget (think ongoing maintenance and upkeep).
  5. Get competitive.

Runyon pointed to thin.npr.org and cnn.lite as examples of brands adhering to these guidelines. Both use Progressive Web Apps (PWAs) to cut load time and enable mobiles users to get what they need without the wait.

Why your emails aren’t engaging or converting.

Email was a big focus of the conference, and rightly so. Every brand is doing it but only one in five emails is reaching the inbox, according to Casey Swanton of Return Path. Swanton packed a lot into her 30-minute session “Email Reimagined.”

Just like search engines want users to get the best result, mailbox writers want users to get the best mail, Swanton said. That means screening for credibility, interest and security. In-box placement is determined by sending ID (IP address, sending domain, authentication, etc.), and reputation (complaints, list quality, infrastructure, length of sending history, subscriber engagement, etc.).

“Mailbox writers care about the user experience within their space,” Swanton said. So they look for things like whether the message has been read, forwarded or replied to, marked as SPAM or deleted before reading.  Gmail is leading the industry toward better performance, Swanton said.  So, if you’re having problems with Gmail deliveries, it’s probably because that audience isn’t opening your mail.

“Relative engagement is key,” Swanton said. “Subscribers that are highly engaged with the sender are going to see that sender in their inbox at a much higher rate.  Less than 50 percent of messages are placed in email if the recipient isn’t engaged.”

She suggests these three tips to improve your Gmail results:

  1. Focus on sending to the most active subscribers first to establish a pattern of engagement to boost performance.
  2. Suppress known dead addresses. Pushing email to known inactive addresses will only hurt your engagement rate, and therefore your credibility and ultimate inbox deliverability.
  3. Don’t measure success on the size of your list. Between 50-80 percent of email is based on the quality of your list.

Work content harder.

Great content is a great brand asset. It attracts, engages and provokes action. So, work it hard, says Ursula Ringham of SAP, Inc., in a session called “Capture Your Buyer’s Attention with Innovative Content on a Community Platform.”

A video is more than a video, Ingham illustrated. It can be recast in blog, social and podcast formats. It can be worked internally to elevate employees to brand evangelists. Together, this content can be the beginning of a beautiful community platform.

Snackable assets are the new content.

Nearly every presenter talked about snackable assets. As in, “You do know what snackable assets are, right?” asked a marketer presenting on the topic of email hacks.  “Snackable assets can be used to fuel the consumer journey,” said a presenter on the subject of content marketing. “These snackable assets can also convert,” promised another expert on lead nurturing.

So if you’re tired of using the term content, use snackable asset. It’s applicable to everything from infographics to video, charts to listicles. Maybe even whitepapers, in so long as they’re not terribly filling. Think bite-sized for peckish consumers.

Healthcare Checkup - September 2017

Highlights here on how Hurricane Harvey is bringing out the best in healthcare workers, brands and doctors. Plus new healthcare social media insights, Ad Block strategies, and telltale signs of website demise.

VITAMIN B&P.

6 healthcare social media insights, with tips. Are you working in the world of healthcare social media? Here’s the perfect prescription for your digital properties. Just scan these six insights.  

5 doc training tips on patient-centered care. Did you know doctors wait an average of only 18 seconds before interrupting patients? Learn tips on understanding their mindset, physician empathy training and more to improve patient experience.

MARKETING SUPPLEMENTS.

Why the worst disasters can bring out the best in brands. While SE Texas begins its long recovery from hurricane devastation, one furniture store has transformed two of its locations into temporary housing for victims. Brands big and small can excel in a crisis, adding depth to consumer relationships.

Ad Block isn’t as scary as you think. Truth is, it’s manageable and even beneficial for marketers and consumers alike.

8 signs your website is past its prime. Time is not kind to websites. In the course of a year or even months, a high performing site can be dealt brutal blows that negatively impact results. Take a hard look at your site for telltale signs of aging.

INDUSTRY PULSE.

Hurricane Harvey and how you can help. Special message from AHA President & CEO Rick Pollack on the around-the-clock response of hospitals and health systems.

5 ways virtual doctors can help during a natural disaster. Harvey puts the importance of telemedicine in a whole new light. See it from the eyes of this Houston virtual medical physician determined to help the stranded.

Less than 1 in 10 healthcare organizations treat consumer expectation as a “high priority.” New Kaufman Hall study points to five key insights around healthcare consumer-based strategies.

MONTHLY DOSE.

Looking to market to all generations but don’t have the budget? Not a problem. There’s one common denominator across each audience. Can you guess what it is? Download our free guide, How to market healthcare to all generations, to learn more.

5 doc training tips on patient-centered care.

5 doc training tips on patient-centered care.

In the world of healthcare marketing, we all know that doctors are an important part of the market mix. But while your Patient Experience Department is all abuzz about patient-centered care and improved patient experience, are your doctors on board with that? Here are some quick tips on preparing your doctors for a patient-centered mindset.

Understand their mindset.

Doctors can be a tough audience, so first it’s vital to understand where they’re coming from. Throughout the ten to twelve years of schooling it takes to become an MD or DO, many med students are told the same thing: make a decision, it’s all on you. They are trained to be the sole decider in actual life-or-death situations, and they often block their emotions in order to get the job done. This mentality creates doctors that are confident leaders, but not always team players. Thankfully, there are now programs that are can be of immense help.

Promote empathy training.

On average, doctors wait just 18 seconds before interrupting patients’ narratives of their symptoms. Another study discovered that in over 60 percent of cases, patients misunderstood directions after a visit to their doctor’s office. Empathy training is a golden opportunity to improve doctor-patient relationships and patient ratings. While sympathy is defined as feeling sorry for someone, empathy is the ability to stand in someone else’s shoes and understand them.

Geritalk, designed specifically for physicians who care for older adults with life-limiting illness, and Oncotalk, designed to help oncologists tackle difficult conversations, are two such breakthrough programs. As one physician explains, “Oncologists don’t truly lack empathy. What physicians may lack are skills that impart the true empathy they have-skills that can be learned and practiced…”

This knowledge is beginning to become embedded in a doctor’s training. As of 2015, the Medical College Admission Test (MCAT) contains questions on human behavior and psychology. Empathy courses are beginning to be offered in medical school and patient satisfaction scores are now being used to calculate Medicare reimbursement. This boost in empathy is shown to boost patient reviews, gain patient trust, decrease physician burnout and lower the rist of malpractice.

Know the power of listening.

While a cardiologist knows a myriad of information on heart disease, it’s impossible to recap all that information to her patients in one checkup.

Perhaps a patient is at risk for heart disease, like hypertension or a stroke. That’s scary stuff. And patients may not even be able to process medical information if they’re thinking about their own safety, or how this would affect their family. The patient doesn’t need to listen better, the doctor does. Part of modern training includes allowing the patient to speak for at least two minutes, uninterrupted.

Redefine the doctor-patient relationship.

The Council of Accountable Physician Practices (CAPP) did a study that found that out of 22 healthcare delivery attributes, at the top of the list for both patients and doctors was the doctor-patient relationship. These were closely followed by evidence-based medicine and care coordination. What does the doctor-patient relationship look like? Patients want doctors that care about them.

Henry Ford’s All For You branding does just that— create a mentality that healthcare is all for the individual patient. Rather than featuring doctors and high tech equipment, content is focused on everyday patient stories, based upon the uniqueness of each person.

Be respectful.

Both marketers and doctors have done extensive research in their field. It’s important to respect each other’s thoughts and preferences. What doesn’t violate HIPAA may violate copright law, Marketing 101, or vice versa. Remember not only to listen to patients, but to each other. This level-headedness and empathy for each other will result in the best marketing outcome.

We don’t skip a beat. For more on healthcare, subscribe to the Brogan Healthcare Checkup.

6 healthcare social media insights, with tips.

6 healthcare social media insights, with tips.

Across every industry, social media is different – and it’s always changing. Content that works well for a financial services brand? It might not perform for a hospital. And over time, it might not perform at all. That’s why it’s important to keep a pulse on what’s happening now, and what’s expected to happen next.

Are you working in the world of healthcare social media? We’ve got the perfect prescription for your digital properties. Just scan these six insights, then get some quick tips to implement. 

  1. Social can give a skewed picture to hopeful patients. Since its inception, social media has been a way for people to share their experiences and connect with those who have similar stories. For people with health issues, social media has also become a way to find solidarity—talking openly about physicians, conditions, symptoms and treatments. However, as patients turn to friends in these virtual communities, they’re often left with a sense of false hope. Because due to social media’s unregulated nature, many unverified and overly optimistic comments are made. And if it’s a solution that doesn’t work for someone, it can lead to disappointment, frustration and even bad decision-making.
    • Tip: Knowing this information, be cautious of what your brand posts to social media. Things like DIY treatments, news of new drugs and miraculous recovery stories could deflate your fans’ morale. Before you post anything, make sure you research the source, question the credibility and consult one of your healthcare experts.
       
  2. YouTube is the place for videos both fun and fundamental. Believe it or not, YouTube is now the second-largest search engine, and it’s second only to Google. Every day, people watch this channel for hundreds of millions of hours, and together, they generate billions of views. When it comes specifically to the healthcare industry, short videos are a strong concept, and they’re one of the fastest growing. Information offered in a quick snippet makes for a piece of content that’s engaging, educational and easy to share.
    • Tip: Consider a video series that can live on YouTube and be shared across other social media channels. Or, if you don’t have the resources for it, consider advertising on YouTube with video assets you already have.  
       
  3. The best employees are becoming brand advocates. No matter their role, whether house keeper or heart surgeon, every employee has the power to push your brand forward. By simply sharing a Facebook post or pressing retweet, they can help increase awareness, expand your reach and maximize your impact.
    • Tip: Encourage or incentivize employees to share your content on their social media. But just remember: You can’t force an advocacy program. Employees need to feel comfortable with their involvement, and they’ll want to make sure the content aligns with their audience. If an advocacy program is something you’re interested in pursuing, try starting with a social media guide to help employees understand what you do on each channel and how they can help. If you want to take it one step further, there’s software that can streamline the process—like Hootsuite Amplify.
       
  4. Show, don’t tell. For so long, social media was a resource to spread the word about events and experiences. But with so many advancements, it’s now a place where you can make people a part of them—even when they’re not physically there. Through 360° photos and videos, and even live video, brands can create a virtual reality for fans.
    • Tip: The next time you have a major event on the calendar, consider some social media support. Not only can you promote in advance to increase the number of people in attendance. You can also include an asset that will make others feel like they’re really there.   
       
  5. Consumers want content that’s beautiful by nature. According to Forbes, practical posts get a lot of attention. Emotional posts have a greater likelihood of going viral. But it’s the inspirational and imaginative posts that are the strongest candidates for social media success.
    • Tip: Consider a few pieces of content without any kind of company positioning. Try a few posts that are artistic and aesthetically-pleasing, with beautiful images or sentiments.
       
  6. Investments will generate impressions. Today, less than 1 percent of your Facebook fans will see the content you post, and Facebook isn’t the only channel where this is an issue. Algorithm updates are constantly reducing your reach, and even when a post makes it to a feed, it’s competing with other clutter.
    • Tip: The best way to break through and beat the algorithm is to build a social media budget. Every channel has its own ad units to choose from, and you can decide how much you’re willing to invest. Obviously, the more money you’re able to put behind a paid post, the more impressions you’ll earn. And along with impressions, you’ll also get detailed insights so you can easily analyze your ad’s performance. 

Stay up to date with all the healthcare happenings, all year long. Subscribe to our monthly Healthcare Checkup today.

5 things your hospital should be doing online.

5 things your hospital should be doing online.

Patients today are relying heavily on the internet for health and wellness needs. Is your hospital prepared? Stay ahead of the curve with these five key tactics.

  1. Provide accurate medical information.

    Fact: 59 percent of adults search online for health information. They research symptoms, treatments and weigh the importance of visiting a doctor. Top search engine result pages (or SERPs) for these searches tend to feature Web MD and Mayo Clinic. Whether you ascend to Mayo SERP heights or not, you should enrich your site with helpful content. Medicinenet provides patient-centered medical info anyone can access, including symptoms, treatment options and fast facts on each illness. Start with the most frequently diagnosed ailments and work your way down.

    Provide accurate medical information.

  2. Use chatbots.

    While live chats are managed by living, breathing humans, they are often unable to respond right away and often demand your email to reply later. Chatbots offer similiar benefits of live people without the people. Chatbots answer questions and guide patients along their journey, saving time and money. Use chatbots on your website and on Facebook Messenger to increase customer engagement.

    Use chatbots.

  3. Let patients schedule appointments online.

    It’s not just Millennials who are accustomed to doing things online. In fact, 96 percent of Americans shop on the web. But hospitals have been slow to adapt to the online marketplace. Nobody likes making appointments by phone, so Mayo Clinic and Henry Ford Health System allow patients to request an appointment online. Although it takes up to three days for a response, it’s a big step forward in making the healthcare more online accessible.

    Let patients schedule appointments online.

  4. Optimize social media.

    Your hospital needs a Facebook and Twitter presence. If you want to up your content, you need video. In 2016, the number of video posts per person on Facebook increased by 94 percent in the U.S. The American Heart Association does a great job of posting short videos explaining safety traning procedures and medical terms. See one here. Can’t make a video? Share one.

    While you’re at it, boost engagement. Reach out to your audience though quizzes and polls. It’s also great to collaborate with partners. Tag partner videos and games and share. Everyboydy wins.

    Want more tips? See these infographics on when and how to post the best content.

    Optimize social media.

  5. Get good reviews.

    Easier posted than done. Still, patients reviewing hospitals, treatments, and doctors is a thing (see RateMDs or Healthgrades). If they’re not doing it on your website, they probably should. According to squared media, 58 percent of consumers say that the star rating of a business is the most important factor they consider when making purchases. Instead of tracking down your review on Yelp and Consumer Affairs, why not put them on your website? You may earn trust and referrels along the way.

    Get good reviews.
    Credit: ratemds.com

We know healthcare. For more, follow the Brogan Healthcare Checkup.

Healthcare Checkup - July 2017

From moms venting on social media to a new ad campaign from The Coalition to Protect America’s Healthcare, we’re seeing lots of messaging about the ACHA. As if those young Millennials don’t have enough to worry about! Check out how to communicate with them as well as through videos, voice activated search, and patient education.

VITAMIN B&P.

Moms use social media to talk health coverage. Seen hashtags like #IAmAPreexisting Condition and #CSection lately? See why some frustration-venting moms are freaking out over proposed ACHA reform and how your brand might help them.

Healthcare marketing: Making privacy a priority for patients. While we love to share steps walked and medical triumphs, we want absolute control over our personal health data. What should your healthcare brand do to reassure that privacy is an absolute?

5 tips to boost video performance. Yes, video is hot, but only well-done video. Check out how you can make your healthcare videos outshine and out-click your competition.

MARKETING SUPPLEMENTS.

How to market to young Millennials.  It’s not all YOLO for the young Millennial, as this chronically stressed cohort worries about money, employment, even retirement.  Acknowledging and empathizing with their struggles can benefit your brand.

What you need to know about voice activated search and SEO. 50 percent of all searches will be voice activated by 2020. Is your brand ready?

INDUSTRY PULSE.

The Coalition to Protect America’s HealthCare just launched an ad campaign asking senators to protect the estimated 23 million Americans who could lose coverage under the AHCA. Running in 12 key states, the new TV spot queries, “Am I one of the 23 million? Is my family? My best friend?”

How hospitals use data for patient education. Speaking of personal health data, here’s an infographic that illustrates how to maximize data retrieval via pertinent patient education to boost outcomes.

MONTHLY DOSE.

Looking to market to all generations but don’t have the budget? Not a problem. There’s one common denominator across each audience. Can you guess what it is? Download our free guide: How to market healthcare to all generations, to learn more.

Moms use social media to talk health coverage.

Moms are to Facebook what tweens are to Instagram. It’s where she finds advice, attention and, most importantly, an audience. Torn between two brands? Post it. Kid matriculated to middle school? Share it. Fear of losing coverage for your child’s pre-existing medical condition? Promote it.

According to Nielsen research, Generation X (ages 40-52 in 2017) spends the most time on social media: almost seven hours a week versus Millennials, who come in second, with just over six hours a week. Facebook is mom’s channel of choice, with 81 percent using the platform versus 66 percent of dads. Parents, especially moms, interact with their networks frequently. About 94 percent post or comment Facebook regularly.

What’s she posting? Healthcare is always a hot topic with mom on social. She asks about the shelf life of sunscreen, chronicles her 2 a.m. dash to the ER with her wheezing toddler, and invites debate over the best treatments for poison ivy and bug bites. Changes in health—whether positive or negative—are particularly post worthy.

Like the risk of losing healthcare coverage. The fate of the Affordable Care Act (ACA) has moms taking to their worries to social media with hashtags like #IAmAPreexistingCondition and #Csection to vent frustration over losing coverage or higher premiums because they have given birth. Under the American Health Care Act (AHCA)—legislation proposed to replace the ACA—C-sections would be categorized as a pre-existing condition, along with diabetes and congenital heart problems.

Moms are also worried about losing coverage for their families. Some share photos of their children who could die without insurance. Others share their family’s health struggles and openly fret about the impact of policy change.

The ACA/ACHA conversation will continue for months if not years while legislation is considered in Congress. Meanwhile, healthcare will be always be a social media fave. So, what’s a health care provider to do? Participate in the conversation or sit on the sidelines? You may opt to toggle between the two, just don’t ignore mom altogether. She is the undisputed healthcare decision maker in the family. You need her on your side and that means acknowledging her social media activity.

Participate in the conversation.

The topic du jour is the ACA. If you’re a health care provider, chances are your physicians and nurses are already entertaining questions from patients about the ACA. Will I be covered? Will I have to pay more? Your role is to be informative without being political. It may be a tough line to walk, but if you’re not careful you’ll alienate some patients.

Develop a social media plan to keep your team on track. Stick to the hard facts and avoid rumor and innuendo. Your job is to interpret the current policy, not analyze what the impact of proposed legislation. Provide helpful tips and insights into how to use insurance benefits to their full advantage. If and when new legislation is adopted, articulate what if any impact they may experience. Be a guide, a trusted resource that mom can lean on.

Sit on the sidelines.

Just because you can’t contribute to the politics of the day doesn’t mean you should ignore it altogether. Your social media team should monitor the healthcare conversation regularly, providing insights into how consumers are reacting. Think of it as a dynamic, diverse focus group. When people complain of stress, consider content to help families cope in positive ways (yoga, meditation, long walks, etc.). If you work directly with patients, this knowledge will help your team communicate more authentically with them.

In short, mom is freaking out about healthcare coverage right now. She’s commiserating with millions of her compatriots very publicly via her favorite social media channel, Facebook.  If you want to build trust and loyalty with mom, pay attention to what’s keeping her up at night and posting at all hours of the day.

Healthcare marketing: Making privacy a priority for patients.

Privacy. What was once the norm is now a luxury. Today, is the age of Facebook and Fitbits. Tracking and tweeting. But yet, when it comes to healthcare, patients still want privacy – but on their own terms.

Yes, patients post to social media to share their miles walked. Their cancer remissions. Their medical triumphs. But when it comes to their personal data, patients are very selective over who gets to see what. According to CEB Iconoculture research, when patients were polled on what terms they associate with healthcare, privacy ranked number one:

Healthcare marketing: Making privacy a priority for patients.

Last year alone, two-thirds of consumers shared personal health data via wearable devices, apps or websites. So why is this different? Patients have the ultimate control over their own personal data. With recent discrepancies in regulations of other people having access to patient portals, makes consumers uncomfortable with the lack of control over their personal data.

What should your healthcare brand do?

  1. Make privacy a priority with patients. Let them know upfront what parties will have access to their data, when consulting with other physicians, hospitals, etc.
  2. Be transparent with medical notes. No one wants a doctor that isn’t in their court. Some are even turning to OpenNotes, a system that allows patients access to their doctor’s medical notes, to increase transparency and garner trust.
  3. Not all patients are created equal. Just because some demographics or generations have similar media habits and a social media presence, doesn’t mean all of these consumers do. Acknowledge the differences among patients’ privacy needs to better patient relationships and referrals.

For more information on healthcare industry trends, sign up for our Brogan Healthcare Checkup.

A healthcare marketer's cheat sheet: What to advertise, and when.

A healthcare marketer's cheat sheet: What to advertise, and when.

There always seems to be a “that time of year.” We know all about winter flu season, Heart Month and World Health Day, but what about other ‘seasons’ that healthcare marketers could capitalize on? To be prepared for the next heart attack or baby rush, we’ve compiled a few tips to keep in mind:

Maternity Care

Studies find that the most common time to give birth is from July to September. Contrary to popular belief, the winter months correlate with more conception because people spend more time indoors together. Also, some moms plan for a summer baby to enjoy maternity leave during this desirable time of year. So, July minus nine months brings you to November. This may be an opportune time for your next Maternity campaign.

Surgery

Although patients can never control when they have emergency procedures, there are some times minor surgeries are more convenient than others. For many, December is the opportune time to get the job done. Christmas break is an easy time to fix a torn ligament or pull wisdom teeth, because it’s too chilly for the outdoors (at least in the north) and there’s plenty of time off work to recover. Maybe in your next blog post, suggest some useful tips on how to recover during the holiday season.

Depression

Surprisingly, January is thought to be the most depressing month of the year. With debt from the holidays and the stress of getting back into routine, January is the Monday of the rest of the year. It’s also when Seasonal Affective Disorder (SAD), triggered by a lack of Vitamin D, is in full swing due to short, sun deprived days. Seems a behavioral health campaign in January makes more sense than the basking-in-the-sun month of July.

ER

There’s always a spike in ER visits during major holidays, like St. Patrick’s Day or even Memorial Day. Some swear by the correlation of a full moon and a busy ER. But for the northern half of the country, the summer months are commonly known as ‘trauma season.’ Hospitals can see ER visits double for children in the summer due to things like bike and rollerblading accidents and bee stings. So, in addition to marketing your Trauma capabilities, there is no better time to talk about child safety than the summer.

Health Insurance

Starting a family means changes in health insurance. And as many would guess, the most popular time to get married is in the summer, from June to September. To prepare for this entourage of new couples, insurance providers should ensure their customers know how to adjust their health insurance.

Traveler’s Insurance

Speaking of insurance, most Americans like taking vacations, and most of them will take them in July. Among those enjoying time off, 51 percent will be leaving their state and nine percent will be going abroad. To prepare for this time, marketers should ensure that patients know how to be covered while away from home. For that nine percent, international health insurance will be a must.

There’s always something in season. Targeted marketing at opportune moments helps to ensure you are reaching your target audience with a relevant message when they need it most.

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

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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.

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.

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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

  • Hiring Brogan & Partners to help Michigan Women’s Foundation create the brand and messaging around the campaign to raise millions of dollars to solve the backlog of untested rape kits in Detroit was a slam dunk!  With a well-deserved reputation for getting to the heart of complex and highly-charged issues with clear, action-driven communications, the Brogan team... More

  • A well-oiled machine operates at full performance, fluid and unyielding. At Frankenmuth Insurance we have often referred to Brogan & Partners as a well-oiled machine. Our experience with Brogan has been very strong and successful from the start. We view our partners at Brogan as an extension of our own staff. They are readily available to us at any time and deliver... More

  • When launching a startup, resources are very constrained and a startup has to pick its partners very carefully and with deliberation. There were many services that we have had to forego in the early stages of our company, Memloom. One crucial need, however, was identifying and aligning with a strong marketing partner who could help us with our brand, positioning and... More

  • We have been working with the Brogan team for the past 18 months. The Brogan team has truly been our marketing partner. They guided us through development our brand and messaging. They lead our our website redesign and deployment. And they provide excellent counsel on business development and market entry strategies. More

  • From the very first meeting we had with Brogan & Partners, it was clear that they had done their research on PREZIO Health, our competitors and the industry.  It has been  a very positive experience working with the Brogan & Partners team to re-design all of our service and product sheets as well as the total re-design of our website.  Their creativity is top-... More

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