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 raised the bar for free HIV treatment.

Client: 

Michigan Department of Community Health

Problem: 

The Michigan Department of Community Health requested we communicate the availability of free treatment resources for HIV positive individuals. Key challenges: discreetly find individuals who need the free HIV treatments; be sensitive to this serious issue while also reaching out to them in a memorable way.

Solution: 

We worked with experts who work closely with the community. We held focus groups with HIV positive individuals. We developed a guerrilla marketing campaign for bars, festivals and local venues. Since the launch of the campaign, the percentage of HIV Positive individuals receiving care has climbed dramatically from 52% in 2011 to 64% in 2014. This campaign was also a hit among industry peers as well, winning recognition at award shows such as the Telly Awards, Communicator Awards, Hermes, Summit Creative Awards and more.

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 cleared up a traffic jam for HMA's website.

Client: 

Health Management Associates

Problem: 

HMA's web traffic was low. To complicate matters, another company with a very similar name was competing with them for visitors. They asked Brogan to find a way to get visitors to their site.

Solution: 

We created an inbound marketing solution for HMA, developing a paid search campaign and also implementing an SEO strategy for key web pages.

After testing first with broad Ad Groups to determine the best strategy, we launched HMA's AdWords campaign in mid-October of 2013. In just two weeks, traffic to their site increase by 51% overall, with a 71% increase in unique visitors. In November, the numbers continued to climb—unique visitors were up an additional 16.14%, and overall traffic by an additional 12.36%.

With an economical daily budget, we not only increased traffic overall, but also helped increase leads for HMA during the campaign. We are firm believers that value resides not just in the amount of traffic, but in the amount of qualified traffic.

Because of the campaign's effectiveness, HMA decided to extend it into 2014. In their most recent report, web traffic was at its highest level in their history.

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 a Comcast microsite enlightened Chicago.

Client: 

Comcast-Chicago

Problem: 

Comcast was in the throes of launching new products and battling major competitors for market leadership. Brogan was to amplify Comcast's traditional advertising campaign to include interactive digital and establish a brand presence with a hard-to-reach, web-savvy target audience.

Solution: 

We created the guru campaign to help guide consumers on the path to technological enlightenment. With more than 23,000 visitors, the guru microsite captivated potential customers with Comcast's "Triple Play" product benefits and persuaded them to convert to the brand. Comcast retained its dominant leadership in the Chicago market.

Portfolio Category: 

How a fuel dispenser company pumped up a new image.

Client: 

Gilbarco Veeder-Root

Problem: 

Long a leader in the gas "dispensing" industry, Gilbarco Veeder-Root was also a leader in technology. While the company itself had unmatched convenience store expertise and innovative, comprehensive products, their image hadn't caught up. We needed to establish a clear brand for Gilbarco.

Solution: 

We brought a human touch to technology through direct mail, advertising, collateral material, interactive tools and a microsite. The consistent brand campaign helped them exceed sales forecasts and secured them the technology leadership position. International affiliates are now adopting the brand.

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 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.

How we got the Blues in buff shape.

Client: 

Blue Care Network

Problem: 

Blue Care Network (BCN) wanted to position itself as a leader in preventive healthcare and reinforce the connection between BCN and Blue Cross Blue Shield of Michigan. They were looking for a new articulation of their brand, one that could also extend to some of their innovative new products like, Healthy Blue Living, a plan that encouraged individuals to lead healthier lives and helped businesses have a healthier bottom line.

Solution: 

We developed a brand campaign that used a mnemonic of the BCN card to strengthen the identity with the Blues and emotionally connect with the audience. Using the brand standards established for the umbrella brand, we developed print, radio, outdoor and interactive materials for the Healthy Blue Living campaign. Plan membership grew from 50,000 to almost 75,000 after the campaign launch, and membership reached the 100,000 milestone in 2009. The Michigan campaign won the coveted Best of Blue Award, beating out Blues across the country.

How we made it easy to put your heart into organ donation.

Client: 

Gift of Life Michigan

Problem: 

People think organ donation is a good cause, but they’re too busy or unaware of how to register or the need to register. To increase organ donor registrants, we needed to emphasize immediate action and turn organ donation into a community movement.

Solution: 

We created an interactive widget with a video, heart-moving testimonials, links and a ticker to increase the urgency to register now. In addition, we developed a social media program with The HoneyBaked Ham Company and a map showing county percentages to build interest in the campaign. All assets pointed to a Donor Drive 2010 landing page with sharing opportunities throughout the page. Throughout the course of the campaign, the widget was installed more than 1,000 times and generated nearly 900,000 views. 2010 was a record-breaking year for donor registries with more than 319,000 new registrants added to the list.

How we helped Covenant show their ♥.

Client: 

Covenant HealthCare

Problem: 

In an aggressively competitive healthcare marketing environment, Covenant Center for the Heart needed to establish their leadership position and impeccable credentials for cardiac care.

Solution: 

On Valentine’s Day in 2011, Covenant launched the “Love Notes” campaign. It included traditional advertising (outdoor, TV, radio) that supported the strong commitment to mobile, digital and social media (texts, interactive, eBlasts, tweets). Target audiences were directed to the Covenant Center for the Heart home page to sign up for heart-healthy “Love Your Heart” text messages and eBlasts. Others found a heart-shaped Post-It Note on the front page of the newspaper encouraging sign ups. During the first few weeks, the campaign received 2,900 hits and more than 100 text and eBlast sign ups. 

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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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