Weekly Recap - November 3, 2017

Women are still underrepresented in STEM careers. This powerful campaign hopes to help change that. There's a note for that. Apple stylizes the music note to represent different genres and artists. Unlocking cities. Uber says ridesharing is crucial for reaching cities' full potential. Never Stronger. Nike references Houston's devastating hurricane in World Series ad.

DETAILS, Please

This historical PSA encourages girls to defy stereotypes and pursue the sciences. Check out the stories of these female pioneers in the STEM fields. The 30-second videos were created to raise students' interest in careers in chemistry.

Apple Music builds a new visual identity around its musical note. Marketers won't want to miss this advertising eye candy. While promoting a brand redesign, the campaign pays tribute to artists like Sia, Dr. Dre and Drake.

Uber thinks inside the box. Uber uses a visual metaphor to humanize traffic problems. Cities around the world can relate to this powerful imagery.

Nike salutes the World Series champs. Houston Strong. A simple tribute for the Astros' first World Series win.

Meanwhile, back at the RANCH

5 tips teens can teach your brand about social media success. Teens are the true CEOs of social media. They decide the rules, they set the trends and they have the power to turn Average Joes into stars…

Marketing Statement - Fourth quarter 2017. Blissfully ignorant. That's one way to describe the financial state of Millennials as they head down the aisle today. Many know little or nothing about their partner's spending habits...

Healthcare Checkup - October 2017. HCIC was a definite highlight this month with the newest digital and Internet developments – see our take. Plus, lots of other happenings and trends for you from DNA kits to virtual reality marketing to the opioid addiction public health…

Before the big day, fiancées aren't talking finances. Picture this. You're standing at an alter in front of your family and friends. You're vowing to love someone in sickness and in health. For richer or for poorer...

THE Topic of conversation

Communicating with Visuals. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

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5 tips teens can teach your brand about social media success.

Teens are the true CEOs of social media. They decide the rules, they set the trends and they have the power to turn Average Joes into stars overnight.

The young generation that was born into the social media revolution now seems to hold all the cards–whether they mean to or not. With nothing more than an iPhone and some creativity, they’ve been able to outdo brands with million-dollar marketing budgets and even turn social media into careers.

But the question remains: what do teens know that brands don’t? How are these young minds able to outperform even the savviest social media teams? 

Take note of these five tips from teens:

1.   Quality followers can be better than quantity

While brands or products with large followings certainly gain credibility with consumers, the sheer number of followers your brand has isn’t the only thing that matters. In fact, sometimes having a collection of quality followers who will like, comment and share your content could work harder for your business and your bottom line.

When “Damn Daniel” videos became an internet sensation for example, it wasn’t because hundreds of thousands of people followed the high school pair’s content. It was because their tight-knit group of followers engaged with the content at unprecedented levels and shared it with their friends (who shared it with their friends, and so on).

In the same way, brands should strive to attract quality followers who are actively interested in their content and will positively react to it.

2.   A little appreciation goes a long way

How often do you engage with your audience on social media? How frequently do you thank them for following you? Teens–especially social media influencers–make a habit of it. And followers love it.

For brands, showing appreciation doesn’t mean writing sappy or emotional posts once a month. But making small gestures of gratitude, such as liking comments and responding to individuals in the comments section, could do a lot for the favorability of your brand.

3.   Stay ahead of the curve

When new social media trends hit the scene, teens are typically the first ones to jump on board. Understandably, brands often lag behind–either for lack of knowing about the new trend, or for fearing of trying it. But in the amount of time it takes for brands to get up to speed, the trend could be long gone or wildly overused.

While your brand doesn’t have to be quite as daring as teens are, you should at least keep an open mind. Try a trend right when you see it (as long as it aligns with your brand and your voice). Explore a new platform, use popular buzzwords or be the first among your competitors to give a trend a go.

4.   Learn to collaborate

One of the secrets teens use to grow their accounts is collaborating with their friends and other popular influencers. The reason these partnerships are so successful is that teens aren’t collaborating simply to gain followers–they’re collaborating in order to create unique content and have fun.

Brands, too, have benefited from these collaborations. Companies like GoPro & Red Bull, BMW & Louis Vuitton, and McDonald’s & Hello Kitty have leveraged the power of collaboration to generate publicity and increase favorability among their respective brands.

Whether it’s with another company, an individual or a nonprofit, well-executed collaborations could do your brand a world of good. Hint: joint live streams and giveaways are great places to start.  

5.   Don’t go dark

One of the most important social media lessons you can learn from teens is to post frequently and consistently across all channels. The majority of top teen accounts post at least once a day, and even those who don’t are expected to post great content on a regular basis. While it’s important to find a balance for your brand, the lesson here is not to go dark. Posting content regularly will create repeat visitors, and repeat visitors will help your social media presence thrive.

The next time you post, keep these tips in mind and don’t overthink. Few teenagers do, and their content consistently reigns supreme.

Looking for more tips to enhance your brand’s social channels? Download our free Social Media Guide.

Marketing Statement - Fourth Quarter 2017

Blissfully ignorant. That’s one way to describe the financial state of Millennials as they head down the aisle today. Many know little or nothing about their partner’s spending habits, according to a new survey. Meanwhile half of Millennials would surrender the right to vote for student-loan forgiveness. Hello, teachable moment. App something already. (Honeydue before “I dos?”) Counsel, guide, advise. Even with all this fintech, branches still matter big time.

Before the big day, fiancées aren’t talking finances. According to an Experian survey, more than one-third of couples are in the dark on their wedding day. Thirty-six percent of them don’t know anything about their spouse’s spending habits.

Half of Millennials would sacrifice the right to vote for student-loan forgiveness. An astonishing 50 percent of Millennials with student loans are willing to give up their right to vote in the next two presidential elections to have their debt forgiven, but far fewer would give up texting.

To manage joint finances, couples consider mobile apps. Honeydue works with more than 10,000 banks across the country, so partners can import information from their checking and savings accounts. All expenses are automatically categorized, which provides an accurate snapshot of their spending.

Customer loyalty is a long, winding road. Ask a banker. Bank customers of all ages want financial tech and branches, too. This according to the ForeSee Experience Index (FXI): 2017 Banking Report (and the construction of new branches everywhere).

QUICK study

Gen We expects more from brands on social media. Just when your brand had figured out Millennial social media habits, Gen We comes of age and everything changes. For these tech natives, social media is as much a part of the conversation as IRL. 

A clothing store with no clothes? Nordstrom Local reinvents retail. Retail is having a tough year. It’s no secret. While brick and mortar behemoths and multi-level department stores once dominated the market, there’s a new sheriff in town: online.

Skinny websites are in season.  Mobile usage trends prompted responsive design, with websites being crafted to render properly across all screen sizes. It has greatly improved the mobile user experience. Instead of requiring mobile users to scroll across inches of a site from a palm-sized screen, responsive sites scale purposefully, with tools like hamburger menus to facilitate the mobile experience. 

Why longer sales cycles make for happier consumers. Impulsive consumers report more guilt, anxiety and fear of missing out (FOMO) when making everyday decisions than those who delay gratification. And whatever immediate pleasure they may enjoy with purchase can be overshadowed by mounting debts, late bills and concerns about making it paycheck to paycheck.

8 signs your website is past its prime. In the course of a year or even months, a high performing site can be dealt brutal blows that negatively impact results. Your organization may shift focus, launch new products and services, invest in new markets. Search engines alter algorithms, revamping rules in pursuit of the ultimate results. Designers craft new designs, inspiring the next evolution of content management systems. Browsers update.

SHARPEN the saw

You can depend on social media to change. Often. What’s an industrious, but insanely taxed, marketer to do? Read our free whitepaper on the nine social media trends impacting your online performance, for starters. It’s a quick read, but it’s rich with key insights to evolve your social strategies for optimum brand engagement. Download now.

START a conversation

Share the Marketing Statement. Tell two friends. And so on.

Top 11 takeaways from the 2017 Healthcare Internet Conference

Top 11 takeaways from the 2017 Healthcare Internet Conference

Austin was the place and healthcare digital transformation was the case. Presenters enlightened us with case studies across web, CRM, digital marketing, SEO, and content marketing, including some juicy "nuts & bolts" tips.If you weren't able to take yourself away for the 21st Annual HCIC, here's our take on the top 11 takeaways:

  1. Redesign your website with a "Patient-First" mentality. This includes headings, page titles, and all content. Jerry Griffin, Penn State Health Director of Web & Digital Services, explained their web redesign involving a 66 percent reduction of 200 links on the home page, elimination of content redundancy and consolidation of content around 70 key condition hubs. I liked Jerry's "garden hose" analogy – it provides one powerful source until you put your fingers over the water stream, thus fragmenting the flow. I also liked his comparison to buying a house. "You go in with parameters to buy a house that will have good resale, good schools, and that you can grow old in. But you end up with the house you fall in love with. It's the same with hospitals. People have to have an emotional connection with the hospital and it has to feel right."
  2. "Mobile-First" web mentality is also key. We are all more comfortable testing website design in a desktop format, but it's critical to test your new website in a mobile format. If you are not conducting your studies in person, send a URL to participants so they can evaluate within an actual mobile device.
  3. Don't be afraid to use guerilla web usability studies. Penn State pulled people waiting for loved ones in the surgical suite waiting room for wireframe studies, finding they appreciated the distraction and  the $20 Starbucks gift card. Since six people can determine 85 percent of results, starting with a small sample is a good idea.
  4. The concept of "digital marketing" should be dead. So says keynote speaker, John Matson, Cleveland Clinical CMO. Why? Because it's intrinsic. Virtually everything has a digital application. With a departmental mantra of "Digital. Mobile. Measurable." and a 75 percent digital paid media budget, he only hires digital marketers who embrace analytics. And as a "digital publisher," he also puts adequate money behind creating scale. Because what's the sense of creating  so much content and not push it out for people to read?
  5. Stop random acts of content. Rather, we need to "repurpose and reimagine," espouses keynote speaker, Jay Baer, president of Convince & Convert. How? Nielsen research shows  we trust each other far more than we trust companies and organizations so REAL people are the most effective messengers. We need to get off the unsustainable hamster wheel of content creation and get EGC (employee generated content). Your endocrinologist doesn't have time to blog?  Ask him a question, press start on your phone and repackage the raw content. Or just ask him to leave you a voice mail and create a podcast. With consumers visiting 38 percent fewer websites per month than 2010, your website is less important.  Hence, you must become an "Everywhere Brand," spending to promote your "greatest hits" (best content) and pulling people to your site.
  6. Live by the Golden Gate Rule with your website. Translation from Clarisa Gerlach- Purks, Web Content Administrator of Moffitt Cancer Center: Once the entire Golden Gate Bridge is done being painted, it's time to begin again. And it's exactly the same way with your website. (Unfortunately!)
  7. Don't wait for the stars to align to get patients to interact with your patient portal. In order to get those meaningful use dollars, segment the target audience from nonusers to enrolled but not using to active users, and use your CRM for variable messaging to increase usage. This wisdom spoken by Judy Winkler, strategic marketing director of OSF HealthCare, who was rewarded with positive usage results.(Another presenter mentioned the importance of putting the Patient Portal button right next to the Search button on your website, to reduce his highest Search term of "Patient Portal.")
  8. Pick a CRM partner you are in love with as you will be working together for three years. Words of advice from Laura Lea Jones, CEO of LionShare, Inc. If you ‘re having trouble getting your CRM up and running, you're not alone.  The panel of experts from Healthgrades, LionShare Inc., Evariant, Influence Health, and Tea Leaves Health concur on critical success factors: An aligned culture of Marketing, IT and Finance working together; Baby steps – getting a few campaigns going before complex programming; Budget to run campaigns; Attention to fixing your call center as a first impression response; Coaching from your CRM vendor; Decision if you will be using a self-service vs. full service model. As one stated, "CRM is a very expensive engine. You need someone to put it in your car. Once it's installed, you need to decide how you will make your race car go. Will you be driving or hiring a chauffeur and be in the passenger seat?"
  9. A brand is no longer what you tell your consumers you are. It's what they tell each other you are. Keynote speaker, Larry Bailin, CEO of Single Throw, emphasized the importance of thinking like an innovator. Who would have imagined Amazon's autonomous drone package delivery or the Seattle Amazon go grocery store with "just walk out technology" (that means no need to check out since billing happens thru your app)? How do we take this mentality to healthcare?  Using virtual reality of an MRI experience in children's hospitals to reassure kids before their procedure is one example.
  10. The Human-Computer Interaction Lab at University of Maryland knows a lot more about us than we may want them to. director and keynote speaker, Jennifer Golbeck, Ph.D., explained how algorithms and artificial intelligence are predicting things in our future – including our health, happiness and love life – with startling accuracy. For instance, identifying people who will have heart disease and obesity risk by looking at their social media circles. And don't forget the recent murder trial that used FitBit data as evidence.  Healthcare marketers need to start thinking now about ways to balance available personal data with reputational harm.
  11. Last but not least -- throwable microphone boxes! Called Catchbox, they certainly made a long day of sitting more engaging and entertaining as presenters threw the microphone box to audience members with questions.

Looking for more healthcare news, insights and best practices? Subscribe to our Healthcare Checkup.

Weekly Recap - October 27, 2017

Candy brands get creative… and creepy. Halloween lovers won’t want to miss these scary ads. Hulu joins in on the Halloween festivities. The Hulu Haunted House combines VR videos and interviews with scary movie stars. The spooky Netflix show Stranger Things also makes a return just in time for Halloween. These billboards have fans freaking out.

DETAILS, Please

The ideas behind the ‘bite size horror’ ads. Candy brands get creepy as Halloween approaches. Keep an eye out for these two-minute shorts.

Hulu celebrates ‘Huluween’ with a new activation and series. The streaming platform plans to launch holiday-themed content each season in an effort to redefine TV and drive new subscriptions.

Netflix makes ads for a fictional company in Stranger Things. Clues about season 2? Hawkins Power and Light doesn’t exist, but these billboards for the fake company feature a working 1-800 number.

Meanwhile, back at the RANCH

Customer loyalty is a long, winding road. Ask a banker. Bank customers of all ages want financial tech and branches, too. This according to the ForeSee Experience Index (FXI): 2017 Banking Report (and the construction of new branches everywhere).

To manage joint finances, couples consider mobile apps. After nine years of dating, it’s safe to say I tell my fiancée everything. And while I’m sure there are comments and conversations he wishes I would hold back, I see the value in being open and honest. Especially when it comes to our finances.

THE Topic of conversation

Authenticity. Discover which brands are getting real and how to market authenticity across genders, generations and ethnic groups. Download our free whitepaper “3 Rules to Creating an Authentic Brand.”

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Weekly Recap - September 29, 2017

Ecobranding is the new black. Slight alterations to traditional logos can have HUGE ecological and economic impacts. 140 characters not enough for you? You can now double your tweet lengths in most languages. Watch the disruptors. Tiffany & Co. reveals what it learned from newcomers in the market. Mindset matters. When shoppable ads meet active consumers, purchases happen.

DETAILS, Please

One designer’s plan to make brand logos more eco-friendly. Ecobranding could be the future. Check out how one creative director cut ink use to make logos more environmentally and economically friendly.

Twitter finally tests a 280 characters limit. In a world where attention spans are decreasing, will longer tweets be beneficial or irrelevant for marketers? Twitter promises to keep us all posted about how users react to the doubled limit.

What Tiffany & Co. learned about mobile from watching its competitors. Scared to diminish its own merchandise, Tiffany was once reluctant to use a mobile platform. Now, the VP of marketing shares how mobile helps the brand connect with young shoppers.

Shoppable media is transforming how consumers find and buy products. Serve your ads at the right time. Consumers in the “active” stage are three times more likely to complete a purchase after seeing a shoppable ad.

Meanwhile, back at the RANCH

A clothing store with no clothes? Nordstrom Local reinvents retail. Retail is having a tough year. It’s no secret. While brick and mortar behemoths and multi-level department stores once dominated the market, there’s a new sheriff in town: online.

How to create an inspiring workplace and culture. Volunteerism is good for the workplace. It can boost morale, atmosphere and brand perception. It can make Millennial employees more proud, loyal and satisfied, and attract Gen Y talent.

THE Topic of conversation

Communicating with Visuals - Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

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A clothing store with no clothes? Nordstrom Local reinvents retail.

A clothing store with no clothes? Nordstrom Local reinvents retail.

Retail is having a tough year. It’s no secret. While brick and mortar behemoths and multi-level department stores once dominated the market, there’s a new sheriff in town: online.

With the rise of online companies like Amazon, retailers are struggling not only to increase sales goals, but to maintain them. According to Fox Business, more than 300 companies have filed for bankruptcy in 2017 so far—a 31 percent increase from last year. Although local boutiques and mom and pop shops account for most of these closings, a few major retailers are also in the mix.

So, what can companies do to fight the pending doom of the “Retail Apocalypse?”

They can adapt.
And evolve.
And rethink.

It’s exactly what Nordstrom did when they re-envisioned the function of retail and introduced Nordstrom Local.  

Nordstrom Local—set to open its first test store on Oct. 3 in Hollywood, California—will differ from traditional Nordstrom stores in a few ways. First, it will occupy a quaint retail space of about 3,000 square feet (a massive decrease from the traditional 140,000+ square foot Nordstrom layout). Second, it will offer wine, beer and espresso to shoppers. And finally—and most notably—it won’t actually contain any clothing for sale.

The idea behind Nordstrom’s new concept is to give its retail a new function. While big-box stores may not be the ticket to a company’s success anymore, smaller, more innovative concepts could change the game in an effort to keep up with online.

The compact stores will carry some clothing for customers to try on, but there will be no inventory to purchase on site.

Instead, on-hand stylists will guide shoppers to wardrobe selections, which can then be ordered online and delivered to the store that same day. While shoppers wait for their clothing to arrive, they can have another drink or indulge in a manicure. Stylists can also visit a local, traditional Nordstrom store to retrieve items more rapidly.

Shea Jensen, Nordstrom’s senior VP of customer experience, explains, “As the retail landscape continues to transform at an unprecedented pace, the one thing we know that remains constant is that customers continue to value great service, speed and convenience. We know there are more and more demands on a customer’s time and we wanted to offer our best services in a convenient location to meet their shopping needs. Finding new ways to engage with customers on their terms is more important to us now than ever.”

While the Nordstrom Local approach won’t work for every brand, the thinking behind it will. Instead of bowing down to the dominating power of online, out-of-box thinking and creativity can help brands survive despite the changing times.

Sure, it may be an online world. But there’s still a place for your brand to live in it

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Weekly Recap - September 15, 2017

Girl power! How a small statue rocked the advertising world. Not just Millennials. One-third of the U.S. population cares about company reputation. One-click ordering is the answer. Quick and painless checkouts could mean billions for retailers. Want to get the most out of your video campaigns? Contextual targeting may help improve your reach.

DETAILS, Please

Fearless Girl stole the world’s heart and brought this company millions in free marketing. The iconic girl standing opposite to Wall Street’s Charging Bull created a social media storm, but the marketing campaign had a deeper purpose. Don’t miss these insights from the campaign’s creators.

‘Corpsumers’ care as much about a brand’s values as its products. Millennials, high-earners, and parents seem to agree. Check out these stats from MWWPR to see how ethics affect consumer  buying decisions.

How the end of Amazon’s ‘1-Click’ patent will change web-wide checkouts. Before Prime, the simplicity of checking out was a huge component of Amazon loyalty. Now, retailers all over the web may start implementing simplified purchasing.

When it comes to marketing on YouTube, context is key. Consumers seeking out and watching certain content provides distinct signals about what they may be interested in buying. Here’s how to use those signals to reach the "unknown" demographic.

Meanwhile, back at the RANCH

Skinny websites, snackable content and more from Digital Summit Detroit. Digital Summit Detroit 2017 delivered. In less than two days, the conference covered all means of email, content, website and mobile trends. Lots for marketers to consider and capitalize upon. A few highlights we just had to share. 

THE Topic of conversation

Millennials. Discover who Millennials are, why it’s important to market to them, and how you can increase brand loyalty and engagement. Download our free whitepaper “8 Rules of Marketing to Millennials.”

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Healthcare Checkup - September 2017

Highlights here on how Hurricane Harvey is bringing out the best in healthcare workers, brands and doctors. Plus new healthcare social media insights, Ad Block strategies, and telltale signs of website demise.

VITAMIN B&P.

6 healthcare social media insights, with tips. Are you working in the world of healthcare social media? Here’s the perfect prescription for your digital properties. Just scan these six insights.  

5 doc training tips on patient-centered care. Did you know doctors wait an average of only 18 seconds before interrupting patients? Learn tips on understanding their mindset, physician empathy training and more to improve patient experience.

MARKETING SUPPLEMENTS.

Why the worst disasters can bring out the best in brands. While SE Texas begins its long recovery from hurricane devastation, one furniture store has transformed two of its locations into temporary housing for victims. Brands big and small can excel in a crisis, adding depth to consumer relationships.

Ad Block isn’t as scary as you think. Truth is, it’s manageable and even beneficial for marketers and consumers alike.

8 signs your website is past its prime. Time is not kind to websites. In the course of a year or even months, a high performing site can be dealt brutal blows that negatively impact results. Take a hard look at your site for telltale signs of aging.

INDUSTRY PULSE.

Hurricane Harvey and how you can help. Special message from AHA President & CEO Rick Pollack on the around-the-clock response of hospitals and health systems.

5 ways virtual doctors can help during a natural disaster. Harvey puts the importance of telemedicine in a whole new light. See it from the eyes of this Houston virtual medical physician determined to help the stranded.

Less than 1 in 10 healthcare organizations treat consumer expectation as a “high priority.” New Kaufman Hall study points to five key insights around healthcare consumer-based strategies.

MONTHLY DOSE.

Looking to market to all generations but don’t have the budget? Not a problem. There’s one common denominator across each audience. Can you guess what it is? Download our free guide, How to market healthcare to all generations, to learn more.

5 doc training tips on patient-centered care.

5 doc training tips on patient-centered care.

In the world of healthcare marketing, we all know that doctors are an important part of the market mix. But while your Patient Experience Department is all abuzz about patient-centered care and improved patient experience, are your doctors on board with that? Here are some quick tips on preparing your doctors for a patient-centered mindset.

Understand their mindset.

Doctors can be a tough audience, so first it’s vital to understand where they’re coming from. Throughout the ten to twelve years of schooling it takes to become an MD or DO, many med students are told the same thing: make a decision, it’s all on you. They are trained to be the sole decider in actual life-or-death situations, and they often block their emotions in order to get the job done. This mentality creates doctors that are confident leaders, but not always team players. Thankfully, there are now programs that are can be of immense help.

Promote empathy training.

On average, doctors wait just 18 seconds before interrupting patients’ narratives of their symptoms. Another study discovered that in over 60 percent of cases, patients misunderstood directions after a visit to their doctor’s office. Empathy training is a golden opportunity to improve doctor-patient relationships and patient ratings. While sympathy is defined as feeling sorry for someone, empathy is the ability to stand in someone else’s shoes and understand them.

Geritalk, designed specifically for physicians who care for older adults with life-limiting illness, and Oncotalk, designed to help oncologists tackle difficult conversations, are two such breakthrough programs. As one physician explains, “Oncologists don’t truly lack empathy. What physicians may lack are skills that impart the true empathy they have-skills that can be learned and practiced…”

This knowledge is beginning to become embedded in a doctor’s training. As of 2015, the Medical College Admission Test (MCAT) contains questions on human behavior and psychology. Empathy courses are beginning to be offered in medical school and patient satisfaction scores are now being used to calculate Medicare reimbursement. This boost in empathy is shown to boost patient reviews, gain patient trust, decrease physician burnout and lower the rist of malpractice.

Know the power of listening.

While a cardiologist knows a myriad of information on heart disease, it’s impossible to recap all that information to her patients in one checkup.

Perhaps a patient is at risk for heart disease, like hypertension or a stroke. That’s scary stuff. And patients may not even be able to process medical information if they’re thinking about their own safety, or how this would affect their family. The patient doesn’t need to listen better, the doctor does. Part of modern training includes allowing the patient to speak for at least two minutes, uninterrupted.

Redefine the doctor-patient relationship.

The Council of Accountable Physician Practices (CAPP) did a study that found that out of 22 healthcare delivery attributes, at the top of the list for both patients and doctors was the doctor-patient relationship. These were closely followed by evidence-based medicine and care coordination. What does the doctor-patient relationship look like? Patients want doctors that care about them.

Henry Ford’s All For You branding does just that— create a mentality that healthcare is all for the individual patient. Rather than featuring doctors and high tech equipment, content is focused on everyday patient stories, based upon the uniqueness of each person.

Be respectful.

Both marketers and doctors have done extensive research in their field. It’s important to respect each other’s thoughts and preferences. What doesn’t violate HIPAA may violate copright law, Marketing 101, or vice versa. Remember not only to listen to patients, but to each other. This level-headedness and empathy for each other will result in the best marketing outcome.

We don’t skip a beat. For more on healthcare, subscribe to the Brogan Healthcare Checkup.

Lyft + Taco Bell: A boozy love story.

Lyft + Taco Bell: A boozy love story.

What do Lyft and Taco Bell have in common? Late-night customers.

The ride-hailing company and fast food chain put passenger and diner together after months of informal research.  Introducing “Taco Mode,” an in -app option for Lyft passengers.

"We realized that for every person who has asked their Lyft driver to make a pit stop at Taco Bell — and we've seen many—there are likely those who weren't sure if this was possible," Taco Bell CMO Marisa Thalberg said in a statement. Late-night eaters are a key audience for the chain.

When Lyft passengers select Taco Mode a pit stop to Taco Bell is added on the way home. Taco Mode also features a custom in-car menu, free Doritos Locos tacos, and a taco-themed car.

While tipsy consumers may celebrate, Lyft drivers are less enthused. Typically, Lyft drivers are paid by the mile not by the watch. That means they aren’t getting paid when lingering in the drive-thru lane.

"That Lyft might go ahead and do this—encourage riders to do something most drivers dislike doing—without offering drivers an incentive or otherwise communicating to us what the plan is pretty bold," one Lyft driver told Business Insider." This is Uber type behavior, and I don't think even Uber does stuff like this anymore.”

Still, Taco Mode is on track to expand services across the U.S. in 2018—but it will be completely optional for drivers (GrubStreet.com, 26 July 2017).

If you like food trends, check out “The Foodie Generation: Millennials force the food industry to face the facts.”

Weekly Recap - August 18, 2017

The FOMO is real. Your vacation photos on Instagram could be influencing others’ booking decisions. It’s not easy to stand out in someone’s inbox. Use these tips to grab your consumers’ attention. Black is the new black. Black packaging is no longer reserved solely for luxury items. Do you consider your pet to be part of your family? Millennials want customization, convenience, and quality for their fur-babies.

DETAILS, Please

These are the images travelers share most on social media. Olapic’s data highlights what factors motivate travelers to create content on behalf of a brand.

29 e-mail subject lines that increase open and response rates. Not sure what to put in your e-mail subject line? The best subject lines are creative, interest-provoking, and informative.    

Why more packaging should be black, and why it’s so easy to get it wrong. If used carefully, black packaging can help products stand out from the competition.

44 percent of Millennials see their pets as starter children, and that’s a big opportunity for brands. Marketers believe the perception of pets has changed with this generation, and they can capitalize on that animals-as-kids perspective.

Meanwhile, back at the RANCH

Marketing vasectomies with bros and beer. Vasectomy is more effective, cheaper and safer than female sterilization. That’s why it’s the preferred choice for birth control in many countries like Canada and the U.K. But not the U.S. But marketing may change that.

Sex may be memorable but does it sell? Consumers remember sexy ads, but they’re fuzzy on the details—like product and brand. What does this mean for brands?

THE Topic of conversation

Millennials. Discover who Millennials are, why it’s important to market to them, and how you can increase brand loyalty and engagement. Download our free whitepaper “8 Rules of Marketing to Millennials.”

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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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