Portfolio

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 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 Brogan scored high in math & science for STEM.

Client: 

National Education Defense Project: STEM

Problem: 

The National Center for Education Statistics reported that significant numbers of U.S. students are severely behind in basic mathematical skills and science. Our students fall below the international average for 21 countries. The result? Fewer college degrees in math and science. Yet these areas are where the US Department of Labor expects the fastest growing occupations for the near future. To successfully compete for these jobs tomorrow, today’s students need to acquire significant math and science skills.

Solution: 

Talk to parents of children from pre-K through 12th grade. Make them aware of the issue. Engage them. Where? In their living rooms. The agency produced a lighthearted TV commercial featuring young children in a job interview situation, stating their dubious job qualifications (e.g., “I like chipmunks”). The more serious underlying message? There’s still time to get them qualified for these new careers—get started now.

The spot garnered an overwhelmingly positive response; in addition to its TV time, the spot was shared spontaneously on social media and at conferences as well.

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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 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 turned a Ham into a popular pin-up.














Client: 

The HoneyBaked Ham Company : Pinterest

Problem: 

HoneyBaked wanted to introduce their newly launched Pinterest page, build awareness and quickly gain followers.

Solution: 

Brogan leveraged the holiday season and the “12 Days of Christmas” story to create a visual holiday bulletin board for its target audience. Fans could enter a sweepstakes to win a $250 HoneyBaked gift certificate by creating a holiday Pinterest board including a repin of the sweepstakes pin below. This two-week promotion generated a solid base of over 2,100 followers. Fans responded with 222 entries, 300 repins of the sweepstakes pin and hundreds of “likes” on all sweepstakes board pins. New awareness and new fans—the perfect holiday gift for our HoneyBaked client. And to sustain engagement, we continued to populate the HoneyBaked Pinterest board with recipes and original  content tailor-made to our Pinterest audience.

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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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How we did our part to boost Gilbarco Veeder-Root's sales.

Client: 

Gilbarco Veeder-Root

Problem: 

Replacement parts, both new and remanufactured, are big business for Gilbarco Veeder-Root, but customers were having trouble identifying the parts they needed and locating a source for purchase.

Solution: 

Brogan & Partners worked closely with Gilbarco to build an online catalogue in keeping with the brand look and feel of all Gilbarco materials. The categories reflect core products and are easily searched to find the parts that are needed.

The parts catalogue has gotten rave reviews from distributors and Gilbarco customers alike.

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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 hopped up the Easter season for HoneyBaked Ham.

Client: 

The HoneyBaked Ham Company

Problem: 

The HoneyBaked Ham Company has enjoyed great enthusiasm for their Facebook fan page. Keeping interest up and growing fan numbers is an ongoing challenge. With Easter approaching, we needed to engage fans and generate more excitement for this strong peak holiday.

Solution: 

Brogan worked with the movie “HOP” and Universal Studios to launch “HOP Into HoneyBaked.” Facebook fans entered for a chance to win $7,250 in prizes;  100 lucky fans would win a copy of the film. The agency worked to promote fan excitement and chatter leading up to the winner announcement via Facebook Engagement Ads and status updates.

The sweepstakes generated over 40,000 entries and more than 101,000 visits, plus happy, hoppy winners and value-added savings for HoneyBaked fans.

Portfolio Category: 

How we helped MDCH focus teen drivers' attention on driving.

Client: 

Michigan Department of Community Health: Teen Driving

Problem: 

The Michigan Department of Community Health was looking to decrease new teen drivers’ chances of accidents. Inexperience and distractions of all sorts work against them. MDCH wanted to promote the Parent-Teen Driving Agreement which encourages a solid commitment to safer driving.

Solution: 

Brogan & Partners developed creative that outlined the elements of the plan and connected with parents. Interactive ads were placed on sites our target audiences (adults with teenaged children) visit, and posters were displayed in Secretary of State offices (giving our audience ample time to read them).   

After the paid media campaign started, visits to the website jumped by 56%. Of the people who came to the site, 44% registered for the Parent-Teen Agreement during the paid media campaign.

Portfolio Category: 

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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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