Portfolio

Covenant HealthCare

How we gave Covenant’s extraordinary image an extra boost.

Client: 

Covenant HealthCare

Problem: 

Covenant HealthCare needed to update their website and refresh their brand message.

Solution: 

Covenant’s website was a critical resource for both current and potential patients—a place to find information, search for a physician, sign up for programs and more. Covenant wanted to draw people to the website and make it easier for everyone to use. With these goals in mind, we redesigned their entire website with a fresh, easy to navigate, responsive design, and did research and analysis to maximize SEO.

To refresh Covenant’s established brand message of “Extraordinary Care for Every Generation,” Brogan created a moving, emotional 2 minute video titled  Extraordinary Anthem, a matching :90 TV spot for launch and several tagged :30 spots featuring surgical teams in Orthopaedics, da Vinci Robotic Surgery, Bariatrics and Neurosurgery. To make the most of Covenant’s budget, we also created a “donut” video. In this video, interchangeable segments can be inserted into the “donut hole,” to feature a variety of different physicians and specialty areas. This versatile library of brand advertising can be re-edited over the next several years.

Covenant significantly increased brand awareness metrics in Overall Quality, Best Image/Reputation, and Ad Recall, with increases of several percentage points in each category, solidifying its leadership position. As the call to action, the website received a traffic increase of 25% in the first year, with 3500 online physician video views, far exceeding goals.

The campaign won 6 awards, including 2 Aster Awards, 2 Gold Addy Awards, a Silver Healthcare Marketing Award and a Summit Creative Award.

Portfolio Category: 

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.

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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.

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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.

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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 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. 

Why Brogan?

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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