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.

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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 emergency.

VITAMIN B & P

Top 11 takeaways from the 2017 Healthcare Internet Conference. Couldn't take yourself away for the HCIC this year? Here's our take on enlightening nuggets across web, CRM, SEO, digital and content marketing, including some useful, “nuts and bolts” tips. 

At home DNA kits help consumers take control of their health. By the year 2020, the world's consumer genetic testing market will reach $340 million. This includes 23andMe's personal  genetic  testing kits for 10 diseases. Find out what this means for the future of the healthcare industry.

How dentists can build business with content, counsel. Responsible for oral care marketing? Learn several opportunities along the consumer's dental journey to attract and convert new patients with an expertise positioning.

MARKETING SUPPLEMENTS

Bars now serving virtual reality to attract millennials. Virtual reality (VR) is popping up across markets from healthcare to travel. Now it's creeping into nightlife as clubs and bars attempt to attract a waning Millennial market. Are you ready to try it?

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. See how smart brands respect the social code.

INDUSTRY PULSE

Stem the Tide: Addressing the Opioid Epidemic. The AHA released a toolkit that provides guidance, information, and case examples to assist members in tackling the Opioid crisis. Quite pertinent with the recent Trump administration declaration of opioid addiction a public health emergency.

CVS reportedly offers over $66B to acquire Aetna. What do the experts think that means to the healthcare industry and growing retail component?

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.

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.

To manage joint finances, couples consider mobile apps.

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.

To my surprise, however, not everyone feels the same. In fact, according to an Experian survey, 36 percent of just-married couples don’t know anything about their spouse’s spending habits.

For whatever reason, things like student loans, savings accounts, salaries and credit scores simply aren’t discussed.

Why? Well, we’re not entirely sure. But one thing we know: Avoiding the topic can actually be more stressful than facing it.

And that’s why Honeydue is here to help. For couples in this situation, this free mobile app offers a simple solution.

Who can benefit from it?

According to co-founder Eugene Park, Millennials have emerged as the app’s target market.

From a generational and behavioral perspective, they’re more likely to co-manage their finances. And they’re significantly more likely to rely on technology to do it.

How does it work?

Honeydue works with more than 10,000 banks across the country, so each person can import information from their checking and savings accounts. All expenses are automatically categorized, which provides an accurate snapshot of their spending.

If the couple is currently sharing expenses and paying bills together, Honeydue has the ability to send each person a reminder – which means no more passive aggressive hints at the dinner table.

Then, as it tracks each person’s expenditures, their better half can send comments and emojis in response to each individual line item.

And if a partner does have financial information they’re not ready to reveal, they can control that.

A person can choose to share as much or as little as possible. They can strategically select which accounts they’d like to display, and whether or not it should show just its balance, or its transaction activity, too.

Is it worth it?

Ultimately, Honeydue (or any mobile app like it) is a step in the right direction. If two people are making money moves together, but separate, it gives them an easier way to do it. And even more, it’s a way to ensure one can always keep up with the other’s financial standing.

Looking for more information like this? If you’re in the financial space, subscribe to our Marketing Statement – a quarterly account of industry insights.

Weekly Recap - October 13, 2017

#Sponsored? The FTC wants disclosures on paid content from social media influencers. All your favorite apps are coming together. Snapchat partners with other big names to give us more location information. Now that’s customer service! Watch brand calls thousands of customers to personally apologize. Is Amazon’s ad business threatening Facebook and Google? Research from Catalyst suggests it might be.

DETAILS, Please

What marketers should know about the FTC’s crackdown on influencer-driven social media. Some influencers aren’t happy with these requirements. Check out the FTC’s recommended hashtags for paid content.

Snapchat Context Cards will bring a lot more information to snaps. Swipe up for more. The social media giant teamed up with other big brands, including TripAdvisor, Lyft and OpenTable, to bring about this new feature.

This brand is calling 17,819 customers to personally apologize. It may be a publicity stunt, but it’s still good customer service. Here’s why Filippo Loreti is calling so many of its customers.

63 percent of Amazon advertisers plan to increase spending over the next year. Amazon’s shopper data could be too good to pass up. More brands are planning to up their Amazon advertising budgets than their Google and Facebook advertising budgets.

Meanwhile, back at the RANCH

Bars now serving virtual reality to attract Millennials. VR is popping up across markets from healthcare to travel. Now it’s creeping into nightlife as clubs and bars attempt to attract a waning Millennial market.

THE Topic of conversation

Instagram. Learn how your business can use Instagram to build brand awareness and increase engagement. Download our free whitepaper "Why your business should be marketing on Instagram."

SHARING is CARING

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Bars now serving virtual reality to attract Millennials.

Bars now serving virtual reality to attract Millennials.

Virtual reality (VR) is popping up across markets from healthcare to travel. Now it’s creeping into nightlife as clubs and bars attempt to attract a waning Millennial market.

The VR tactics are varied, from VR gaming in a bar setting to part of the drinking experience itself. The MGM Grand offers an immersive VR gaming course at its Level Up bar. Powered by Zero Latency, up to eight players are transported simultaneously to an immersive universe at an epic scale where “exciting, social adventures await.” Players compete and fight the undead and killer robots over topsy turvey pathways.

Bacardi and Virgin Atlantic collaborated to create an “Immersive Digital 360 Drinks Experience” at Virgin Clubhouses. Users are invited to visit premier bars around the world while waiting for a flight.  Imagine ordering a fennel cocktail at La Guardia, putting on a pair of VR goggles and watching a mixologist at the Walker Inn in Los Angeles mix it up. By the time your two-minute VR experience concludes, your trendy drink is waiting for you IRL.

Brooklyn is also on top of the trend with a VR arcade, appropriately named VRBAR. This venue seems to focus more on the number of different gaming journeys one can take and less on the drinking aspect. VRBAR offers over 15 different experiences, from painting a masterpiece to climbing Mount Everest.

Brogan & Partners recently produced a VR spot for our client, the Michigan Office of Highway Safety Planning targeted at the nightlife inclined. The short film encourages people to “Do a 360” before heading out, using designated drivers, rideshares and other safe options to drink responsibly.

The interactive video can be found at www.michigan.gov/360.

“The Office of Highway Safety Planning works hard to stay ahead of the curve when it comes to communicating about how we can reduce drunk driving by encouraging people, especially young adults, to make a plan to get home safely,” said Michael L. Prince, OHSP director. “By asking people to ‘Do a 360’ we hope to bring a unique perspective to the issue of drunk driving and encourage people to make the right decision by finding a safe ride home.”

VR is an experience. It can help take your brand story or campaign to a new level, adding emotional depth and increased consumer motivation. It has tremendous possibility across many markets. Where will it take your brand?

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."

SHARING is CARING

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Weekly Recap - September 22, 2017

Are you making any of these social media mistakes? Consider these do’s and don’ts to connect successfully on LinkedIn. Increase authenticity, drive engagement. Check out how deeper relationships with influencers can help brands bridge gaps with consumers. Data is the answer. Signals offer more precision about what consumers are interested in than traditional survey-based information. Thirty million Pandora users opted in to this program, and marketers couldn’t be more excited.

DETAILS, Please

20 LinkedIn do’s and don’ts from digital marketing pros. From blind invites to selfies, there are a lot of things you may want to avoid doing on LinkedIn. Follow this advice from leaders in the industry to get the most out of the professional platform.

Why more brands are adding social media influencers to their marketing teams. Collaboration is key. With millions of Instagram followers, these teens are helping brands like Target and CoverGirl connect authentically with consumers.

Why signal planning is the most compelling media planning strategy. Whether they’re searching for a brand or researching products on Google, signals tell us when and what consumers are ready to buy.

Brands can now reward Pandora users for watching their ads. Consumers want replays. If they listen to at least 15 seconds of your ad, they can earn them.

Meanwhile, back at the RANCH

Emoji’s are not for every brand. Here’s why. Emojis are taking over e-mail subject lines everywhere. A study by Appboy finds that the volume of “active customer messaging campaigns that include emojis” grew by 609 percent in just one year (June 2015-June 2016).

THE Topic of conversation

Instagram. Learn how your business can use Instagram to build brand awareness and increase engagement. Download our free whitepaper "Why your business should be marketing on Instagram."

SHARING is CARING

Like what you see? Share the Brogan Recap.

Emojis are not for every brand. Here's why.

Emojis are taking over e-mail subject lines everywhere. 

A study by Appboy finds that the volume of “active customer messaging campaigns that include emojis” grew by 609 percent in just one year (June 2015-June 2016).

And why not? Most people like emojis, according to the same research. Sixty-four percent said they like or even love emojis. But that doesn’t translate into liking/loving the brands that apply emojis liberally.

Of the 540 participants in the Appboy survey, 39 percent said brands that use emojis are fun; another 13 percent said the brands are relatable. The balance, however, found messages with emojis to be at best “normal” and at worst “childish” or “inappropriate.”

This tracks with research published in Social Psychological and Personality Science that considered how consumers react to a smiling face versus a smiley face.  What they found should give you pause before punctuating your next email campaign with an emoji.

Researchers discovered that people who smile are perceived as more competent than those who wear a neutral face—whether live and in person, or in a photo. But people who use smiley emojis are seen as less competent. 

This is especially true for work-related e-mails.

"The study also found when the participants were asked to respond to e-mails on formal matters, their answers were more detailed and they included more content-related information when the e-mail did not include a smiley,” said lead author Ella Glikson. "We found that the perceptions of low competence if a smiley is included in turn undermined information sharing" (Telegraph.co.uk, Aug. 14, 2017).

So, when is it okay for a brand to use an emoji?

Emojis aren’t made to be taken seriously. The Appboy study said as much (39 percent of respondents said brands that use them are “fun”). So, if you’re a light-hearted brand, say in the food and beverage business, travel and tourism or entertainment industry, an emoji may be just the right amount of cowbell for your campaign.

Some channels are more emoji worthy, according to the Appboy research. Survey participants were most open to receiving brand messages with emojis via text message (37 percent) or social media (28 percent) rather than through messaging apps, email or push notifications. Consider this sweet tweet from Baskin-Robbins. Now that’s fun.

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. 

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.  

Still, mobile users want more, according to Erik Runyon, Technical Director at the University of Notre Dame. Runyon presented a breakout session called “Improving Web Performance in a Mobile World.”

In short, they want sites to load faster. Streaming delays are stressing them out—literally.

To illustrate his point, Runyon shared a neuroscience study by Ericsson Consumer Lab that measured user reactions to network performance. The study showed that delays in loading web pages and videos lead to increased heart rates and stress levels. On average, heart rates increase 38 percent with mobile delays. Oh, and the related stress? The subjects exhibited stress levels akin to watching a horror flick or solving a math problem.

And who gets the blame? The longer the delay, the more likely it is that some of the blame will be transferred from mobile service provider to content provider. In fact, a significant delay may even drive a user to a competitor content provider.

Performance matters. Take that to your design teams, Runyon suggests. Lead and live with performance. His advice:

  1. Performance has to be part of the culture.
  2. Performance should be part of concept and design.
  3. Give your team time to focus on performance.
  4. Implement a performance budget (think ongoing maintenance and upkeep).
  5. Get competitive.

Runyon pointed to thin.npr.org and cnn.lite as examples of brands adhering to these guidelines. Both use Progressive Web Apps (PWAs) to cut load time and enable mobiles users to get what they need without the wait.

Why your emails aren’t engaging or converting.

Email was a big focus of the conference, and rightly so. Every brand is doing it but only one in five emails is reaching the inbox, according to Casey Swanton of Return Path. Swanton packed a lot into her 30-minute session “Email Reimagined.”

Just like search engines want users to get the best result, mailbox writers want users to get the best mail, Swanton said. That means screening for credibility, interest and security. In-box placement is determined by sending ID (IP address, sending domain, authentication, etc.), and reputation (complaints, list quality, infrastructure, length of sending history, subscriber engagement, etc.).

“Mailbox writers care about the user experience within their space,” Swanton said. So they look for things like whether the message has been read, forwarded or replied to, marked as SPAM or deleted before reading.  Gmail is leading the industry toward better performance, Swanton said.  So, if you’re having problems with Gmail deliveries, it’s probably because that audience isn’t opening your mail.

“Relative engagement is key,” Swanton said. “Subscribers that are highly engaged with the sender are going to see that sender in their inbox at a much higher rate.  Less than 50 percent of messages are placed in email if the recipient isn’t engaged.”

She suggests these three tips to improve your Gmail results:

  1. Focus on sending to the most active subscribers first to establish a pattern of engagement to boost performance.
  2. Suppress known dead addresses. Pushing email to known inactive addresses will only hurt your engagement rate, and therefore your credibility and ultimate inbox deliverability.
  3. Don’t measure success on the size of your list. Between 50-80 percent of email is based on the quality of your list.

Work content harder.

Great content is a great brand asset. It attracts, engages and provokes action. So, work it hard, says Ursula Ringham of SAP, Inc., in a session called “Capture Your Buyer’s Attention with Innovative Content on a Community Platform.”

A video is more than a video, Ingham illustrated. It can be recast in blog, social and podcast formats. It can be worked internally to elevate employees to brand evangelists. Together, this content can be the beginning of a beautiful community platform.

Snackable assets are the new content.

Nearly every presenter talked about snackable assets. As in, “You do know what snackable assets are, right?” asked a marketer presenting on the topic of email hacks.  “Snackable assets can be used to fuel the consumer journey,” said a presenter on the subject of content marketing. “These snackable assets can also convert,” promised another expert on lead nurturing.

So if you’re tired of using the term content, use snackable asset. It’s applicable to everything from infographics to video, charts to listicles. Maybe even whitepapers, in so long as they’re not terribly filling. Think bite-sized for peckish consumers.

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.

8 signs your website is past its prime.

8 signs your website needs help.

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. 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.

Is your website getting a little soft in the middle? Is it time to revamp or simply refresh? Take a hard look at your site for telltale signs of aging.

  1. Does it fail to perform across browsers? Remember, websites are just a set of instructions describing how a site should look and function. It's up to the browser to interpret it. To be standards-compliant, browsers often make changes to software used to read websites. If your site is stuck in an old version of a browser, it will render improperly when users visit from new versions of the browser. In other words, it won't look and function the way it should. So your visitors will get a less than ideal experience. Check your site across multiple browsers here: http://browsershots.org
     
  2. Are you juggling assorted domains or microsites? If you're Unilever with a house of brands that ranges from Hellman's mayonnaise to Axe body spray, you've got a case for independent sites. It's hard to upsell a guy looking to smell nice with a macaroni salad recipe. But if your brands do share the same audiences, then your multiple sites are probably competing against each other at the risk of valuable SEO.
     
  3. Is your website slow? If your answer to everything has been installing a new plug-in, your site may be loading slowly. Users are impatient. They'll bounce to the next search engine result page rather than wait for yours to load.
     
  4. Is it stuck in the skeuomorphic period? This design technique makes digital images look lifelike to illustrate a clear purpose. (Think of the calculator function designed to look like a handheld calculator.) Once a functional design intended to ease consumers from old to new, now it just looks plain old. Today, flat design rules. Microsoft was one of the first big tech companies to apply the minimalist design, facilitating usability.
     
  5. How old is your CMS? The CMS is the backbone of your website. It should support your business objectives and be easy to use. An outdated CMS may make your website look outdated and your brand by association. Older CMS's can also be clunky and difficult to use, preventing marketing from leveraging the website effectively.
     
  6. Is your website responsive? If your site isn't coded to adapt to all screens—mobile, tablet and desktop—not only does it look old, it's missing opportunities. Consumers of all ages expect to traverse seamlessly from device to device. If your site isn't responsive, you risk disappointing them and losing them along the way.
     
  7. Does your HTTP have an "S"? The "s" is for secure, indicating the site is protected with an SSL Certificate. Once reserved to secure credit card transactions, SSL Certificates are quickly becoming the norm for all sites. Because SEO. Google considers SSL Certification among its ranking factors.
     
  8. Is your site broken in places? Maybe it's that snazzy dropdown that leads consumers deeper into your product line. Or maybe a page refuses to load. The problems could be related to software, browser, hardware, user or some combination thereof.  When your site is fractured in multiple places, it may be time to rebuild rather than triage.

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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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