How we helped Michigan families get wise to the Healthy Kids Dental program.









Client: 

Delta Dental of Michigan - Healthy Kids Dental

Problem: 

The Michigan Department of Health and Human Services, in partnership with Delta Dental of Michigan, initiated Healthy Kids Dental, a program to help improve the dental health of over 800,000 Medicaid-enrolled children across the state. In recent years, the program was expanded to include new counties and serve the entire state and as a result, many families were unaware of the program.

Solution: 

Leveraging a fun concept featuring the “Wisdom Tooth,” Brogan created a targeted multimedia campaign to raise awareness and increase utilization of Healthy Kids Dental. Media tactics included mobile media, social media across Facebook, Instagram and Twitter, print ads, and transit advertising. In addition, posters and take-one brochures were distributed to primary care and pediatrician’s offices as well as pharmacies throughout the state. Additional materials were provided to Healthy Kids Dental providers to educate eligible patients on the program and its benefits.  

The mobile campaign received over nine million impressions and 67,000 clicks. The landing page launched in October, and in November there were almost 20,000 page visits.

How we helped Covenant patients get care without leaving their couch.





Client: 

Covenant HealthCare – VirtualCare

Problem: 

Covenant HealthCare asked Brogan to launch its new telehealth application for urgent care. Through this app, patients could visually consult a Covenant doctor or PA on their laptop, tablet or smartphone. Many among the target audience were not aware such an option even existed, and Covenant was first in the Great Lakes Bay Region to offer it.

Solution: 

Brogan started by giving the service a straightforward, descriptive name: VirtualCare. This was backed up by a quick online survey through our “Brogan Talks to Women” database, where it was the most preferred name. Then we created a creative campaign which demonstrated the app in use, on TV, radio, social media and more. A blog and eblast further helped educate the target audience on what telehealth is, and how it could benefit them.

In just the first 3 months after the launch, the campaign generated 4,756,816 impressions, an email open rate of 12.86% (well above the industry standard of 5%) and 550 downloads of the VirtualCare app.

How we showed teens that recreational drugs could crash their dreams.

Client: 

Michigan Department of Health and Human Services

Problem: 

Focus groups revealed that teens did not see recreational drugs like marijuana as dangerous, and were unwilling to admit that marijuana use could lead to experimenting with other drugs. Nearly half of the respondents had used marijuana, and 94% knew someone who had tried it.

Solution: 

Brogan developed a creative campaign that focused not on health consequences of recreational drugs, but on the losses that could result: loss of a job, loss of college acceptance, loss of money and friends.

Media tactics included cross-screen video, cable, cinema advertising, Spotify, Pandora, Vevo, YouTube, and Mobile display. Brogan created a dramatic TV spot, “Hailey’s Story,” which dramatized the negative effects of recreational drugs on one young woman.

The campaign led to increased awareness among teens of how drugs could stand in the way of achieving their dreams. “Hailey’s Story” has been viewed over 426,000 times on YouTube.  

How we helped Michigan First Credit Union branch out.

Client: 

Michigan First Credit Union

Problem: 

Michigan First Credit Union is one of the state’s top five credit unions, but they had never advertised outside their own membership. As they began to expand their reach beyond southeast Michigan, it was time to make more potential customers aware of their unique brand of banking and their one-of-a-kind 24/7/365 call center, 365 Live.

Solution: 

Though Michigan First was very popular with its own customers, there was little awareness of the credit union among non-members. A mass media campaign was necessary to spark consideration and build a foundation for entering new markets.

Brogan worked with Michigan First to develop a marketing plan, creative brand platform, and mass media recommendations for two key markets – Detroit and Grand Rapids. The campaign positioned Michigan First Credit Union as a hero solving consumers’ after-hours banking dilemmas.  Portraying these dilemmas as melodramatic, slow-motion tragedies added a humorous twist. 

The media mix included social media, email marketing, radio and magazine print ads. In addition, we used digital units such as targeted display banners, rich media, an online video, online search, Spotify and an interactive mobile trivia game. Native advertising also allowed select Michigan First blog content to be featured in context of other news. Each creative unit directed consumers to a website landing page to “learn more” about the benefits of joining Michigan First Credit Union.

In less than one year, Michigan First has seen a significant return on its marketing investment. Community members are getting more opinionated about Michigan First Credit Union. The number of community members who answered ‘not familiar’ or ‘not sure’ dropped from 86 percent in 2014 to 68 percent in 2015. Positive numbers are up from 13 percent to 23 percent. More members are aware of 365 Live and nonmember recognition of the credit union’s unique service platform increased by 37 percent. The campaign call to action—visit MichiganFirst.com—worked hard, helping drive a 20 percent increase in website traffic and up to 74 percent increase in visits to key conversion pages.

How we came up with a game plan to win over HoneyBaked fans.

Client: 

The HoneyBaked Ham Company

Problem: 

The HoneyBaked Ham Company was seeking opportunities to encourage and increase engagement on their Facebook page—not just at the holiday season, but all year round.

Solution: 

Brogan & Partners worked with The HoneyBaked Ham Company to develop a strategic social media marketing plan to keep customers engaged and grow their page. We researched audience demographics, interests and purchasing behavior to come up with the best mix of posts including organic and paid promotions  to reach the target audience. We used gamification and giveaways to increase page growth and page engagement.

The content involved an assortment of branded posts, including giveaways and games like puzzles, contests and trivia. The HoneyBaked Ham Company’s average monthly engagement rate doubled, with gamification-style posts seeing on average of an 8-11% engagement rate and giveaways seeing an average engagement rate of 11%.

How we kept gamblers from losing it all.

Client: 

Michigan Department of Community Health

Problem: 

As gambling continued to become more available in the state, the Michigan Department of Community Health was looking for a way to reach people with potential gambling problems. MDCH wanted to offer confidential, 24-hour counseling support for those who gamble more than they can afford to lose.

Solution: 

We created a dramatic and emotional campaign that included television, print and interactive rich media. Our expandable rich media alone generated more than 1.2 million impressions in less than six months and an average expansion rate of 6.44%, considerably higher than the industry average of 1.6%.

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 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 made the H1N1 vaccine go viral.

Client: 

Michigan Department of Community Health

Problem: 

TV news was reporting that a new and dangerous strain of flu virus was going to be hitting us in the upcoming flu season. People were concerned about what to do. MDCH wanted to give people the knowledge they needed to protect themselves from the H1N1 virus: wash your hands, cover your sneezes and get the H1N1 vaccination.

Solution: 

The easier this information was to access, the more people would listen to the message and stop the spread of the flu. In addition to traditional media, we created various mobile media elements for our campaign to our targeted population—web banners, mobile ads and a mobile site with our H1N1 TV spot. This generated more than 3 million impressions on mobile devices with over 17,000 clicks through to the website and the ability to "Stop the Spread" by spreading the knowledge and sharing the site with friends.

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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  • 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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