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 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 we gave Covenant's surgical robots a sense of humor.

Client: 

Covenant HealthCare

Problem: 

Covenant acquired a second new and improved da Vinci robot, and also had the leading robotic surgery experts on staff. They wanted to promote their superiority in robotic surgery and gain market share in the Great Lakes Bay Region.

Solution: 

We created a campaign that put the high-tech robot front and center, to communicate two important points: Covenant was the place to go for state-of-the-art robotic surgery, and robotic surgery’s advantages could help you recover faster and get back to your everyday life. Humorous print, interactive and outdoor ads showed the surgical robot on the golf course, walking a dog and shopping at the mall—all the activities robotic surgery could help you return to, faster than ever. Coordinating radio was also created to give additional information about the advantages of robotic surgery.

In the first year of the campaign, website traffic tripled; in the most recent flight, website visits went from 10 in the month before advertising to 18,053. This is critical to the goal of educating consumers on the benefits of the technology. In addition to winning a Health Care Advertising Award for this campaign, Covenant has seen a 100% increase in robotic surgical volume.

Portfolio Category: 

How we lit the way to more business for CoventryCares.









Client: 

CoventryCares of Michigan

Problem: 

OmniCare Health Plan was changing its name to CoventryCares of Michigan (having been purchased by Coventry HealthCare in 2005). This Medicaid insurance plan needed to get the word out about the name change and also promote its free adult dental benefit.

Solution: 

Brogan rebranded CoventryCares as more than just a Medicaid plan, but also a local guide, “lighting your path to good health.” Targeting Medicaid moms, the campaign included radio, outdoor, transit, mobile, Facebook ads and Google AdWords. Posters, outdoor and mobile ads featured a spotlight shining on a happy Medicaid mom and her child.

Visits to the CoventryCares of Michigan website more than tripled during the campaign. The performance of our mobile Google Adwords was astounding, delivering a click-through rate of 3.57%--nearly nine times the industry standard of .40%.

How we increased traffic for Covenant HealthCare.

Client: 

Covenant HealthCare

Problem: 

In an extremely competitive healthcare market, how could Covenant make its services stand out in the crowd?

Solution: 

Brogan developed a series of eye-catching bus wraps that utilized the shape and structure of the bus itself as part of the design, effectively turning the bus into a moving billboard for Covenant’s services. Unique bus wraps were created for key Covenant service lines, including Surgery, Trauma and NICU. To get even more bang for Covenant’s buck, an ad for careers at Covenant (which looked like a license plate) was featured on the back of each bus. The bus wraps won Gold Aster and Silver Healthcare Marketing Awards, as well as increased awareness for Covenant service lines in the region.

Portfolio Category: 

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 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: 

EMR? ACO? HIE? How we translate healthcare for the average Joe.

Client: 

Covenant HealthCare - Electronic Medical Records

Problem: 

Covenant HealthCare wanted to tout their leadership position in Electronic Medical Records (EMR), a hospital feature that provides instant connectivity to media records throughout the healthcare system. This translates into increased safety, convenience and quality care for patients. Part of the challenge? We needed to explain the terminology for EMR aka "Electronic Medical Records" to consumers. Plus the benefits.

Solution: 

We developed a TV, radio, interactive and print "Meet Joe" campaign that simplified the message to convey the instant connectivity EMR brought to all of Joe's doctors and hospitals so Joe could get back to simply being Joe. The results: Covenant experienced a significant increase in consumer awareness for "latest technology and equipment" gaining from their key competitor. Campaign also contributed to their increase in overall hospital ad recall.

Portfolio Category: 

How we showed you can beat cancer with the right team at your side.

Client: 

Covenant HealthCare - Breast Cancer

Problem: 

The awareness of Covenant's credentials for comprehensive breast cancer treatment and care was not where they wanted it to be. Covenant wanted to focus on spreading awareness of the program as a cancer care leader—one where all of your doctors are working together to fight for your life.

Solution: 

The Covenant Cancer Care program employs a “team" approach with exceptional communication among staff and the patient throughout diagnosis and treatment. Our campaign demonstrated that with the support of her team at Covenant, our patient was “stronger than cancer.” The campaign included powerful TV, radio, interactive and print ads.

Call center volume and inquiries specific to Covenant’s Breast Cancer program increased dramatically. The “Treating Yourself Like Royalty” event hosted by Covenant was attended by 255 people—so many, in fact, that Covenant had to cease advertising efforts for the event early, as every spot was filled. The television commercial, “Close Up,” won an award from the Annual Healthcare Advertising Awards.

Portfolio Category: 

How our treatment was just what the doctor ordered.

Client: 

Michigan State Medical Society (MSMS)

Problem: 

We needed to increase positive awareness of the Michigan State Medical Society and its benefits by spreading the word to young, hospital-employed doctors, current MSMS members and medical practice office managers, that MSMS is the longstanding, reputable organization that protects physicians and the future of their profession.

Solution: 

We created and produced a full-fledged brand campaign complete with print, interactive, eBlasts, microsite and posters. The creative executions featured smart, attention-getting visuals and messages that engaged and enchanted the target audiences in the medical community.

Portfolio Category: 

How smoking children set the phone on fire.

Client: 

Michigan Department of Community Health

Problem: 

With a significantly reduced budget, spreading an anti-smoking message and offering smokers a free phone counselor would be difficult. Smokers knew the facts about their dangerous habit, and many had tried to quit before, but were unsuccessful. We needed an unexpected approach to make them listen.

Solution: 

We believed smokers might not quit for themselves, but they'd quit for their children. With this memorable campaign, calls to the Quitline jumped from 227 to more than 1,000 a month. The campaign's influence grew as health departments in other states requested to run the spots. The spots won prestigious Radio-Mercury and Mobius awards.

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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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