How to differentiate in healthcare marketing.

Mirror, mirror on the wall...what makes us different from them all? Coming up with a real differentiator in healthcare can be daunting. How do you differentiate from all the other healthcare ads with happy, healthy-looking people doing happy, healthy-looking activites? Or the stethescoped docs looking professional and caring? Or the carefully crafted overmix of high tech with high touch? (I've never met a healthcare client who didn't want both.)Read more

When the right choice comes from your gut.

This isn't a blog about some cutesy PR gimmick or case study. But there is a deep lesson here that could apply in our professional and personal lives. I read a story this week that just took my breath away,...Read more

Robert Lauterborn’s advertising brilliance.

Here's a great quote: The advertising person's role on any side of the business is to help a company understand its customers and their needs better; to help a company respond to and speak to those needs, efficiently and effectively. Advertising is an honest business, a noble business, the engine of the American economy .-Bob LauterbornRead more

On healthy advertising agency client relationships.

The other day, I was asked to speak at Robert Lauterborn's class at UNC-Chapel Hill. He teaches a really interesting class on how to be a good client. Last year after I spoke to the same class, I wrote ten...Read more

Video killed the radio star. The internet’s role in the evolution of “stars.”

According to Wikipedia, the lyrics from this 1979 hit by the Buggles express a desire to remember nostalgic radio through which many “stars” were created and a fear that children of current and past generations would not appreciate the medium...Read more

Making an emotional connection with an event.

How do you distinguish your healthcare event from all the others? Same idea as effective break-through advertising. You must create an emotional connection with your target. Something I thought the Rainbow Connection did very well with its "Celebration of Dreams" event last Sunday night. If you've never heard of it, this organization makes dreams come true for very sick children. 120 in 2007, to be exact. With trips to Disney World, Sea World, the Oprah Winfrey Show, whatever the youth desires.Read more

Can the ugly truth increase sales?

Two companies have used marketing tactics recently that whipped my head around (figuratively, fortunately). Both were brutally honest. It was amazing, funny and rereshing. Remember that 1990 movie with Dustin Hoffman and Darryl Hannah called Crazy People ? He was...Read more

Is your ad agency doing branding or customering?

Brand building has become the holy grail that businesses fervently seek. And they are wise to do so, but they cannot neglect the reason they are in business... the customers. Don Schultz, Professor Emeritus of Integrated Marketing at Northwestern University says "It's not the brand that has value in the marketplace. It's the customer."Read more

One non-traditional media unit that will never TIRE.

With the influx of non-traditional media companies, publications, and awards over the last few years, it’s hard to believe that non-traditional mediums even existed before the turn of the century. But one of outdoor's best has been in the Detroit Market for over 40 years. Placed alongside one of Detroit’s major arteries, I-94, the infamous UNIROYAL tire stands 80 feet high and weighs 12 tons – the largest tire model ever built. But the tire didn’t initially just “roll” into The Motor City. It was originally built as a FRead more

Gasp! Starbucks launches first national TV campaign.

With more and more traditional and non-traditional marketing opportunities available to companies these days to build their brand, it's no wonder the death of the 30 second spot continues to be a topic of much conversation. And one example of the untruth to that discussion is coffee juggernaut Starbucks' recent launch of their first national TV campaign earlier this month.Read more

Healthcare gift card - marketing genius.

In the market for a unique Christmas gift for that hard-to-buy-for Aunt Betty? Well, Highmark (no, not Hallmark) has the answer. The PA-based insurer teamed up with Visa to introduce the first ever Healthcare Gift Card earlier this month. She...Read more


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Results. Strategic insights that deliver more "aha" moments. Creative that makes an emotional connection. Account service that creates happy clients. And metrics that move your business forward. We guarantee you'll be delighted.

Client Hurrahs

  • 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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