How we got Komen's race advertising all in step.






Client: 

Komen Detroit Race for the Cure

Problem: 

Komen Detroit Race for the Cure wanted a consistent look for all of their marketing materials promoting their annual race.

Solution: 

First, we created a new theme line and race poster that set the precedent for all creative materials to come. The new theme line (“There’s victory in every step”) and the new design were eventually used on print ads, the Facebook cover photo, an email template and website banner images. Emotional, real-life photos of previous RFTC events were used in all of these pieces. The new look was created in 2014 and was refreshed for the 2015 event.    

The end result: an emotionally engaging campaign with a consistent look and feel across all materials. “The theme line continues to resonate with participants of our annual event,” said Race Chair Katrina D. Studvent. “Brogan & Partners allows our local Susan G. Komen brand to have a fresh look each year. We are so grateful.”  

How bringing the audience to tears made our client smile.

Client: 

St. John Health

Problem: 

St. John Health, a nine-hospital health system, needed a strong, unifying brand. The hospital needed a greater emotional connection to its audience and an increased brand differentiation to set them apart in the extremely competitive Southeastern Michigan marketplace.

Solution: 

We promoted positive awareness of St. John Health and their dedication to treat the whole person: body, mind and spirit. Our poignant TV and radio spots made listeners cry, but it also made them call—along with increased physician referral volumes, we significantly increased web/call center traffic. But the best results of this campaign was that it saved at least one life we know for sure. The powerful TV commercial inspired Brogan Managing Partner, Ellyn Davidson, to do a self exam which led to her early detection of breast cancer. She is now a proud survivor.

How we gave Michigan the good news about more affordable health insurance.

Client: 

Michigan Department of Community Health

Problem: 

Beginning April 1, 2014, nearly half a million working people were eligible for a new health insurance plan under Medicaid Expansion called the Healthy Michigan Plan. How do we spread the word to all qualified citizens, so that no one misses this new opportunity?

Solution: 

By researching this target audience (hourly wage workers previously ineligible for Medicaid), we learned what messages would work for them and the best places to reach them. We developed a media plan that included television, radio, Google search, outdoor, transit, interactive banner advertising, a consumer website, a mobile site and a resource website where businesses and community organizations could get materials to help promote the plan. Using the straightforward message that more people in Michigan can now be covered by affordable health insurance, the print and TV featured a collage of Polaroid-type photos depicting the kinds of workers who would be eligible for the plan.

Within four weeks of launch, Michigan was providing coverage to nearly 160,000 Michigan residents under the Healthy Michigan Plan. To date, the plan has nearly 600,000 enrollees.  

How we used their heads and our brains to create a smarter brand.

Client: 

University of Toledo Medical Center

Problem: 

UTMC was perceived as a "small fish" in an area of big competitors. We needed to develop a brand identity that would positively distinguish UTMC and highlight its unique competitive advantage—university quality care from the only academic medical center in the region.

Solution: 

We used real patients to demonstrate UTMC's "Higher Degree of Healing." The campaign increased website and phone traffic significantly, and we received extremely positive feedback from physicians and associates, as well as greater internal pride and a strong brand identity.

How a little nip and tuck to the PREZIO Health brand made instrumental changes to better outcomes.

Client: 

PREZIO Health

Problem: 

With increasing competition in the perioperative solutions space, PREZIO Health needed to differentiate itself from other brands in the marketplace. Their time-crunched hospital target audiences (Directors of Surgical Services, C-Suite executives) feel constant stress to improve outcomes and increase efficiencies, and are increasing looking for a true partner to help them.

Solution: 

We refreshed the PREZIO Health brand focusing upon the key differentiator as the client’s perioperative surgical solutions partner. This included a redesign of the PREZIO website, with a clean look, easy navigation and responsive design. We also designed an updated cut sheet template and folder and recreated 15 PREZIO Health cut sheets within the new look and feel. With the use of arresting photography, color and attractive design, we found a way to make all of PREZIO’s key service offerings (from Kerrison Rongeur Management to Vendor Tray Management to Perioperative Optimization) engaging. We also created some ads which added some humor and a sense of approachability to the brand. Increased website traffic, positive customer feedback, and internal praise shows that this brand refresh was operationally due.

How we created a better outcome for the Karmanos Cancer Center.








Client: 

Karmanos Cancer Institute

Problem: 

While metro Detroiters were aware of the name Karmanos, they didn't know why Karmanos Cancer Center was a better choice for cancer care.

Solution: 

Through research, Karmanos discovered their strongest differentiator: their ability to offer the most advanced, state-of-the-art treatments and foremost cancer specialists, resulting in better outcomes and more moments for their patients. Using this differentiator, we launched a new branding initiative around the themeline, "Better treatments. Better outcomes." Despite a very limited budget, the launch included both external and internal materials to ensure that Karmanos employees were on board with the new theme and make them ambassadors for the brand.

After the launch, Karmanos reported a 10% increase in market share.

Portfolio Category: 

How we gave Covenant a brand for all ages.

Client: 

Covenant HealthCare

Problem: 

Covenant needed a new campaign that set it apart in an increasingly competitive hospital environment. The campaign had to increase positive awareness and determine Covenant's key differentiator—its comprehensive care you can depend on through every life stage.

Solution: 

We rebranded Covenant as "Extraordinary care for every generation." Call center volume and website visits increased exponentially, and the campaign received positive internal support. Covenant consistently dominates market share and leads for overall quality/image. Plus, Covenant had the highest ad recall. The brand TV spot won a Silver award in the prestigious Healthcare Advertising Awards. Perhaps most gratifying is that Covenant has designated the themeline as its Mission Statement.

How boocoo put the awe back in auctions.

Client: 

Ranger Data Technologies–boocoo auctions

Problem: 

As frustrated consumers were backing away from the increased rates and big retailers on eBay, Ranger Data Technologies saw an opportunity for a new kind of auction experience and created boocoo.com. They knew could make online buying and selling exciting again. They hired us to create and introduce the boocoo brand in a way that grabbed the attention of auction sellers and buyers.

Solution: 

We created a young, smart, fresh brand personality that generated the attention and actions wanted and needed. The campaign included targeted print, interactive and social media. Within 7 months, boocoo generated 16,000 registered users, more than 26,000 items listed on the site and more than 115,000 visitors a month.

How we helped a hospital live in the moment.

Client: 

The Christ Hospital

Problem: 

The Christ Hospital had never gone through a branding process to develop itself as a whole. As the most preferred in the region, The Christ Hospital needed to develop a consistent brand personality and define itself as a leader. We had to introduce and create positive awareness for the new brand.

Solution: 

We tapped into both the physical and emotional side of The Christ Hospital. They are dedicated to providing not only the highest quality care, but also the highest quality of life for even the sickest patients. Our campaign increased both call center volume and website visits.

How we doctored up a physician recruitment campaign.

Client: 

Oakland County Medical Society

Problem: 

Oakland County Medical Society needed a marketing partner that could support their long-term mission as the "voice of physicians of Oakland County." We had to develop consistent, branded strategies that increased young physician membership while retaining established physicians, all on a tight budget.

Solution: 

We created a new, vibrant brand that included a logo, theme line, Facebook engagement ads, lounge posters and eBlasts to doctors, linking them to the recruitment microsite. There were more than 400 visitors to the site within one month of the launch and very positive feedback from physicians.

How the seed of a great brand idea took root.

Client: 

Molina Healthcare

Problem: 

Molina, a Medicaid and Medicare health insurance provider, was growing quickly across the country. We needed to create a brand to unite and position Molina competitively in the national market space and connect Molina with the communities they serve.

Solution: 

We found that Molina's key differentiator was in the roots of its family heritage, and the legacy of Dr. Molina. We positioned Molina as your extended family by including internal employees for photos and using a family tree visual. The campaign significantly increased membership growth and internal morale.

How we led seniors to the fountain of youth.

Client: 

LifeSecure

Problem: 

LifeSecure was a new company launched by Blue Cross Blue Shield of Michigan. There was a lot of confusion about long-term care insurance, and many didn't know what it was. We needed to launch the LifeSecure company and educate customers on the need for and benefits of this kind of insurance.

Solution: 

We created an integrated campaign with a website, brochures, tradeshow signage and giveaways to convince consumers that LifeSecure is the only long-term care insurance that would create a simple and worry-free future. We received a very positive internal response, in addition to positive feedback from the agent community.

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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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