Weekly Recap - November 2, 2018

Consumers who are overwhelmed with screen exposure may soon be able to buy glasses that block TV, computer and other screens.

Follow the Leader

Millennials and Boomers look for different values in cultural leaders. Young adults are inspired by leaders with talent and a solid social justice platform, like Colin Kaepernick, LeBron James and Steph Curry. Older consumers are more likely to follow those who command authority (FastCompany.com, 27 September 2018). These findings come from a survey conducted for ad agency Enso.

+Respondents ranked 100 influencers, from the Pope to US presidents. Many of the names were polarizing. Boomers gave Tom Brady and Tiger Woods much higher ratings than Millennials did. Mark Zuckerberg placed 31 spots lower with Millennials — his own generation — than with Boomers. The difference may be because internet-dependent Millennials feel betrayed by tech leaders on privacy issues. Older generations aren't as invested in the issue. Enso's founders see the list as proof of a changing worldview—from material to social virtues.

Protective Lenses

IRL Glasses shield consumers from screens' visual noise. Consumers craving a break from screens may find relief in screen-blocking sunglasses. The so-called IRL Glasses, which grabbed attention when the developers recently launched a Kickstarter campaign, use polarized optics technology.

+In the current, beta version of the glasses, polarized lenses have been rotated 90 degrees and flattened to block light from LCD and LED screens (Wired.com, 7 October 2018). So, when consumers don the glasses, most TVs appear to be off, even if they're not. The glasses also block some computer screens. The glasses' developers hope to eventually partner with optics-industry leaders on the development of glasses that block all screens.

Out-Sourced

Politically passionate consumers show bias toward news. Consumers with even the most extreme political views have at least one thing in common; they base the accuracy of news on their preferred sources (NYTimes.com, 26 September 2018). The Knight Foundation and Gallup created an experimental website to gather consumer reactions to news content. Participants rated the trustworthiness of content on a five-point scale.

+Articles on economics, politics and science were drawn from media outlets representing the political spectrum, including the New York Times and Vox on the left, and Fox News and Breitbart News on the right. According to the survey report, participants were less trusting of channels with source attribution: "The difference between no source and source conditions is statistically significant. This finding may suggest that source attribution lowers content trustworthiness by reminding users of personal preferences and biases toward particular sources."

I'll Drink to That

Why two Michigan breweries are joining forces to boost our local beer scene. While some businesses choose to cannibalize, two Michigan brewers are choosing to collaborate. The deal may be the first of its kind, and hopefully not the last.

What people ask smart speakers most.

What people ask smart speakers most.

I was enjoying dinner with friends a couple years back when the hostess asked Alexa to play 80s music. There were only eight of us seated around the table and nobody was called Alexa. So I wasn't surprised when the room didn't suddenly fill with dance music or new wave.

But the hostess invoked the mystery guest again, this time a little louder and with a slight edge. "Alexa, play 80s music!" Tears for Fears obliged, "Shout. Shout. Let it all out…"

Roland Orzabal had only started the first verse when the hostess rebuked: "Alexa, not so loud."

"Nice party trick," I thought, as other guests answered my questions before I'd uttered a word. "We use ours mostly to connect with Nest," someone commented. "I got one for Christmas," chimed another. "Haven't even taken it out of the box yet. Where am I going to put that thing?"

Nearly four years later, the voice-activated tech is still playing the hits more than most anything else.

Music is the most popular request smart speaker owners make, according to a recent Voicebot.ai survey of 1,200 U.S. adults. News is the second most common command, with distant topics including "how to" instructions, retail store information, history, movies, sports, among others.

Information Topics Most Requested on Smart Speakers 2018

Consumers also use their smart speakers to control other smart-home devices, like thermostats, lights and locks; and ask for information, like weather forecasts or news updates. The ways in which consumers can use Alexa continue to proliferate as third-party developers create additional Alexa skills—apps that give Alexa even more abilities, connecting her to more devices and even websites. Currently, 45,000 Alexa skills are available.

But for the most part, consumers with smart speakers like the Amazon Echo and Google Home don't use the devices for shopping. Per the Voicebot.ai research, 26.1 percent of consumers who own such devices have used them to make a purchase, and 16 percent of owners do monthly "voice shopping" using their smart speakers.

Sources who have seen Amazon's market intelligence say that the percentage of voice shoppers is significantly lower, with only about 2 percent of consumers with Alexa-powered devices (mainly Amazon Echo speakers) using them for shopping in the first seven months of 2018, according to Gartner Iconoculture research.

Their intelligence also suggests that most consumers who have tried Alexa for shopping didn't do it a second time (TheInformation.com, 6 August 2018). Still, 20 percent of Amazon Echo owners have used Alexa for shopping-related information, like finding deals or tracking purchases (that were probably made on another device)—just not purchases.

While voice-activated search may be off to a relatively sluggish start, brands are nonetheless optimistic. More than 1,200 brands have built apps and products that rely on Amazon Echo and Google Home (Gartners.com, 23 June 2017).

Regardless of whether consumers use smart speakers for little more than play lists, it's impossible to deny their popularity. Amazon is expected to have sold 128 million Echo speakers by 2020 (RBC Capital Markets, 9 March 2017); by 2022, 55 percent of U.S. households will own always-listening voice speakers (Jupiter Research, 11 August 2017).

Before taking your brand boldly into the smart speaker space, consider the nuances between typed search and audible search. Claiming organic territory is always worth the effort and will inform Alexa Skills or other advertising applications.

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Weekly Recap - June 8, 2018

As the rumblings around digital addiction escalate, other trends are emerging as well – like digital wellbeing. Mistakes happen at every business. It's how the business responds to mistakes that makes all the difference to the customer. The remote working movement is hotter than ever. Now, Vermont wants a piece of the action. Yes, Vermont. Online shopping is on the rise, but more consumers are opting to shop from a computer than a phone. And no, it's not an age thing.

DETAILS, Please

Apple unveils a new set of ‘digital wellness' features. The Fruit is setting a new tone for the tech industry with its upcoming version of iOS software. Check out the features that could help you better manage screen time.

How to create a remarkable experience without pulling teeth. In any industry, businesses must understand their customers' expectations before designing a customer experience. It doesn't take much to keep customers happy. Here's what your business can do to keep your customers smiling.

Vermont wants to pay you $10,000 to move there and work. The state is trying to attract new residents with a clever campaign aimed at the remote-working movement. Here's what you need to know about the new program.

Meanwhile, back at the RANCH

Everything's mobile, so why are more shoppers using computers? The trend crosses generational cohorts, with even the youngest generations using computers to buy. These studies emphasize the importance of always thinking cross-screen to ensure the optimum consumer experience.

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 - April 27, 2018

Not all e-waste recycling is created equal. As we give brands greater access to our data and wallets, we expect more from these relationships. Speaking of personal data, there's a reason for the flare-up of terms of service update emails on our phones. Communication breakdowns can take a toll on your company. How do you make sure diverse communication styles work for your bottom line rather than against it?

DETAILS, Please

E-waste recycling guide: How to get rid of computer parts, old phones. It might be easier to throw old electronics into a junk drawer than it is to figure out how to get rid of them. But it doesn't have to be that way. In order to protect yourself, and the planet, here's what you need to know about recycling your e-waste.

How these 3 brands are taking loyalty beyond points. Dollar Shave Club, Patagonia and Sephora are doing it right. These brands are rethinking loyalty from their customers' point of view.

Here's why you're getting all those terms of service update emails. Get the feeling you're suddenly being bombarded with emails from companies about updated terms of service policies? You are. And there's a good reason.

4 ways to combat workplace communication breakdowns. Spend a day in any office, and you'll quickly observe the multitude of different communication styles present in the workplace. Check out how you can avoid the impact these differences can have on the workplace.

Meanwhile, back at the RANCH

Healthcare Checkup - April 2018. Uber Health and Apple Health Records are easing the way for patients, while cryptocurrencies and Weight Watchers are making critics nervous. But no nerves for Zuckerberg, whose calm and cool vibe earned high crisis PR ratings.

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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Should Weight Watchers market to teens?

Should Weight Watchers market to teens?

It's no secret that America has a weight problem. More than one third of adults have obesity, and nearly one in five kids are grossly overweight. So, what's wrong with Weight Watchers marketing to teens?

Earlier this year, the weight loss leader announced plans to give free diet help to teens (ages 13 to 17). The company has been thus far light on details, but pledged to work closely with experts.

"Our goal is to help those who need healthy habits to develop them at this critical life-stage," Weight Watchers said in a press release. "We think there's a real opportunity to make an impact on a problem that is not currently being addressed effectively."

The American Academy of Pediatrics initially praised the plan — predicated on parental support and participation — while others have mounted stiff opposition, including the National Eating Disorders Association (NEDA). NEDA tweeted disapproval, emphasizing the link between dieting and eating disorders.

Health advocates like Melainie Rogers, founder of the Balance Eating Disorder Treatment Center, warned about the particular harms and inefficacy of dieting as a teen. Balance sponsored the hashtag #WakeUpWeightWatchers, which accompanied many consumer cries.

Weight Watchers responded, asserting that the program will help teens learn healthy habits for life and is predicated on parental support.

Kids and parents misperceive weight problems. It's a problem.

Most overweight kids don't see themselves as having a weight problem, according to Centers for Disease Control research. Approximately 81 percent of overweight boys and 71 percent of overweight girls believe they are about the right weight. The same holds true for kids on the higher end of the spectrum: Half of obese boys, and one third of obese girls, believe they're the right weight.

Parents also misperceive their children's weight, previous studies have shown. And when both parents and child believe an overweight child is "fine as is," it becomes harder for families to make healthy lifestyle changes.

Public programs have attempted to curb youth obesity and promote healthy eating for decades. Michelle Obama elevated the problem of childhood obesity to presidential proportions with the launch of the first lady's "Let's Move" campaign. The initiative promoted exercise and healthy eating habits.

Months after the campaign's start, the White House Task Force on Childhood Obesity released a report that included a list of 70 recommendations of actions with the goal of lowering the childhood obesity rate down to just 5 percent by 2030.

These programs and their predecessors (remember the Food Pyramid and Presidential Fitness?), also have their share of critics — most who object to any form of "nanny state."

Meanwhile, the U.S. weight industry is $66 billion and growing. Should the diet market be allowed to stretch into middle schools?

What do you think? Should Weight Watchers be welcome to target teens? Should states take on greater responsibility? Or, should child obesity be left between parents and their children?

Weekly Recap - March 30, 2018

Brand loyalty would be a simple feat were it not for fickle consumers and evolving tastes. Just ask a restaurant chain. AR will be the death of brick and mortar retail. Or its resurrection? Handy search hacks to help you get all the answers. Patients missing appointments? Cue Uber Health.

DETAILS, Please

Four critical factors that drive brand loyalty for casual dining restaurants. Brand loyalty is coveted by all marketers, and even more challenging to attain in the restaurant space that's often subject to wavering consumer tastes. The time is now for brands to re-evaluate retention strategies for today's consumers.

How to ride the mobile AR wave in 2018. The time is ripe for app developers to jump into AR with both feet. Take a look at the ways you could get the most out of AR, and how it could transform everyday experiences.

How to search on Google: 31 Google advanced search tips. Looking for answers fast? Look no further. Here's an overview of some of the most useful Google search tricks.

Meanwhile, back at the RANCH

Healthcare Checkup – March 2018. Touchpoint Analysis, virtual hospitals, and at-home testing keep healthcare accessibility at the forefront. March Madness and influencer marketing insight. Topped off by endearing children hospital videos – led by their biggest stars.

Docs help patients keep appointments with Uber Health. Physicians lose billions annually because of missed appointments. Patients miss out on much more. Check out how Uber Health is bridging the gap to improve healthcare access.

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."

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Docs help patients keep appointments with Uber Health.

Cost and access aren't the only barriers preventing patients from getting medical treatment. Around 3.6 million Americans—or one-third of all patients—miss medical appointments because they don't have reliable transportation, according to Uber Health.

The National Patient Advocate Foundation (NPAF) refers to patients' lack of transportation as the nation's other health disparities problem.

"The last thing patients should be challenged with is getting to and from their medical treatment," said Alan Balch, CEO of NPAF and the Patient Advocate Foundation, which provides patients with a range of services to obtain quality medical care. "Lack of transportation is a vastly underappreciated barrier preventing Americans from receiving the most appropriate evidence-based care and must be addressed at the state and federal levels."

No-shows pose a fiscal problem for physicians. Health Management Technology says each unused appointment costs doctors an average $200/hour and amounts to $150 billion a year.

Uber is responding to the challenge with Uber Health. The ride-hailing platform allows healthcare providers at clinics, hospitals, rehab centers and more to assign rides for patients and clients from a central dashboard. Patients don't need the app or even a smartphone to use the service.

When patients have a ride, they're far more likely to make it to your office.

More than 100 healthcare organizations are already on the platform, having benefitted from the company's beta test. The B2B service complies will patient privacy rules under HIPAA and compatible with many patient management software programs, according to Uber Health. The provider is billed directly for patient trips.

The cost of such services varies. Medicaid patients are covered for non-emergency medical transportation, but traditional Medicare patients are not, unless they have a supplemental Medicare Advantage plan. But there's no question that ride-sharing services are a benefit for patients and physicians.

According to a study published in the Journal of Immigrant and Minority Health, 82 percent of patients with access to cars keep their appointments, compared to just 58 percent of patients without car access.

Uber Health works much as the retail version of the service, with patients receiving a text alert when a ride has been booked and related details. Uber Health communicates with physician's offices via dashboard and reporting tools.

Patient transportation and shuttling services was unlikely a part of the medical school curriculum. But isn't it worth the extra credit to make sure patients actually get the treatment they need?

Want more on nontraditional healthcare strategies? Learn how to get more patients to adopt telemedicine for starters. Read on.

Weekly Recap - January 19, 2018

It wasn't a secret. Organic reach has been down for years. Uncharted territory. How much personal data is too much when developing creative? 2 weeks until game time. Checkout this Super Bowl Ad Tracker for insights into the big day.

DETAILS, Please

Facebook's News Feed announcement shouldn't have caught anyone off guard. Another algorithm adjustment. Facebook surprises many by announcing that the News Feed will favor posts from friends and family over those from publishers.

Where is the line between creepy and creative in advertising? Personal data is helping create some funny ads. But how will consumers react?

Super Bowl LII Ad Tracker: All about the big game's 2018 commercials. Whether you're a sports fan or an advertising fan, here's some info about the ads you're sure to see on February 4th.

Meanwhile, back at the RANCH

New video educates service workers on human trafficking signs. Viral Video Alert! This Brogan video has been viewed more than 3.5 million times on Facebook. If you haven't seen it already, be sure to check it out! Because when you know what to look for, you can help bring an end to human trafficking.

How to write a successful subject line: 11 tips for email marketers. Subject lines are seen first but should be written last. The next time you're writing a branded email, think about these simple tips.

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."

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New video educates services workers on human trafficking signs.

Human trafficking. It's a form of modern-day slavery and an abominable crime that's happening closer than you think. Like maybe right in your community. Which is why our client, Michigan State Police (MSP), asked us to create a short video to educate service and utility workers on the signs of human trafficking.

The goal is to empower front-line workers in fields such as cable TV, energy, and pest control, who are actually in people's homes and neighborhoods, to take notice and call the National Human Trafficking Resource Center hotline, if something looks amiss. But our first objective is to get these critical folks to take notice of our messaging. Take a couple minutes to view the arresting video to see how we accomplish this.

Featuring many actual service workers, this video will be provided as an orientation and training tool to companies and organizations across Michigan and beyond, to help save those who are being victimized. And help put an end to human trafficking. What did you think? "Do I have your attention?"

Weekly Recap - January 12, 2018

Up +10% from last year. Easier checkouts mean more mobile shopping. The year of you. Expect more personalization in 2018. Alexa continues to gain traction. And brands are wondering how to bring voice to their products. Tech is still a boys' club. These women are shaking up the status quo.

DETAILS, Please

Mobile shopping grew during the 2017 holiday season. The data has spoken. 50% of orders were done on phones on December 25th.

5 ecommerce trends to pay attention to this year. Personalized checkouts, voice shopping, diversity in the workplace. We want it all in 2018.

Marketers are racing to reach growing audiences on Amazon's Alexa and Google Home. Alexa and Google Home have sold 27 million devices in the U.S. What does the popularity of voice assistants mean for marketers?

What these 5 women are doing to solve tech's diversity problem. Inclusive AI and coding communities. These women are leading the charge toward a more diverse workforce.

Meanwhile, back at the RANCH

Brogan sharpens the saw, strengthens team at Camp Tamarack. Trust, communication, respect, collaboration and responsibility are fundamental attributes of high performing teams. In the four hours the Brogan Team spent at Tamarack Adventure & Retreat Center, we worked these skills silly – both figuratively and literally.

Millennials would sacrifice voting rights for loan forgiveness. Struggling with student loan debt? What if you could exchange something to be rid of it? Millennials would.

2018 healthcare marketing trends, buzzwords and bingo. It's that time of year again. Everyone's talking 2018 healthcare marketing trends, buzzwords and big ideas. So we thought it might be fun to give our lingo a new twist with this Healthcare Marketing Bingo card.

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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Brogan sharpens the saw, strengthens team at Camp Tamarack.

Brogan sharpens the saw, strengthens team at Camp Tamarack.

I hate being picked up. Yes, I'm an adult but it may have more to do with control than age. So when I found myself being hoisted five feet in the air, threaded headfirst through a manmade web as part of a team building experience at Tamarack Adventure & Retreat Center, I braced for the worst.

But it was fun. Really, really fun.

Once in my team's hands, I didn't worry about my weight or breaking my neck. I didn't fret over injuring someone. Instead I felt almost weightless and perfectly safe.

Trust is a powerful thing. It's also the foundation of successful teams and strong leadership. Communication, respect, collaboration and responsibility are also fundamental attributes of high performing teams. In the four hours the Brogan Team spent at Tamarack Adventure & Retreat Center this winter, we worked these skills silly—both figuratively and literally.

Our Tamarack guides, Jess and Tyler, kicked off the morning's events with a short hike through the camp's densely forested trails. They rounded us up at a village clearing for a game of rock/paper/scissors meets simulated balance beam, wrapped in enthusiastic fans and supporters In addition to learning how flexible your team members can be, the point of this exercise is to experience the roar of the crowd. (It feels really good, especially when your peeps chant your name.)

Brogan sharpens the saw, strengthens team at Camp Tamarack.

They divided us into two tidy groups of 12 and we went our separate ways for a couple hours. Tyler led my group deeper into the woods where a thick rope hung from a tall tree. Five or six feet from where the rope knotted near the ground stood a circle of eight, vinyl record-sized tree slices. Our job was to get every team member to the slices without touching the ground after leaving the rope.

The challenge was draped in a story that involved rabid monkeys, a science experiment gone awry, apocalyptic climate conditions, all complicated by mandatory silence. After crushing the task (thanks in part to the climbing rope that a teammate had stowed in his backpack), Tyler took us through two more group initiatives.

We reunited with the other team at a climbing wall, roughly 12 feet tall and smooth to the finish. The final group challenge was to evacuate all participating members over the wall to safety before a platoon of towering alien penguins reached our fortress. Everyone was required to participate actively, though no one was required to scale the wall.

In fairly quick order, the team had selected candidates to be human step stools and the first pair of arms to hoist climbers within reach of the top of the wall. Like the other group initiatives, the exercise demanded communication, trust, cooperation and courage. One of our team members had a terrible fear of falling. During an early challenge, she sang her way through her fears. When she began to doubt her resolve, we drowned out her reservations with cheers. The final tally: Brogan Team, 24; Mutant Penguins, 0.

Before hiking back to the parking lot, Jess and Tyler gathered us in a circle to review the morning's events. Teamwork and trust were central themes. Some discovered new attributes like leadership and risk-taking in colleagues they'd worked with for years. Many were proud of their individual accomplishments and freely credited the team for their support and encouragement. Everyone enjoyed the outdoor setting, deep enough in the woods to escape the confines of an office and reach of cell phone towers.

"It was a great office bonding experience," said the president. "We had so much fun, laughed a lot, and got to enjoy a beautiful day outdoors."

"It got us outside and out of our comfort zones so we can come together," said an account team leader.

"It was a really fun way to get out of the office and problem solve in a unique way," said a copywriter.

"Pick me up!" said the director of strategy.

Brogan's best ad campaigns of 2017.

We're taking stock in a year well spent and a job well done. We provoked. We tested. We challenged. And we learned a lot along the way. Together with our clients, we connected with consumers to help improve their lives and their communities. Best job ever.

Delta Dental of Michigan turns 60.

Delta Dental of Michigan in 2017 celebrated six decades of promoting oral health and dental care in the state. To mark the happy occasion, we captured life moments since 1957 that made us smile—family, holidays, beaches, babies and more. The decades are punctuated with changing fashions and hairstyles, prompting more reasons to smile at the memory of leisure suits and permanents' past.

Henry Ford Health System pioneers Precision Medicine to treat cancer.

Precision Medicine is part of our country's Cancer Moonshot initiative. So when Henry Ford took on a leadership role to bring the Cancer Moonshot's vision of improved cancer treatment to the Midwest, it was a big deal. In short, Precision Medicine enables physicians to customize cancer care based on the patient's DNA and specific cancer. This means more highly advanced options for patients, many even with some of the most critical diagnoses.

Delta Dental of Arkansas gives Medicaid eligible a million reasons to join network.

When the state of Arkansas decided to get out of the Medicaid dental benefits business, Delta Dental of Arkansas was ready to serve. With the state's most extensive dentist network and broad philanthropic outreach, Delta Dental of Arkansas is uniquely positioned to care for the state's most vulnerable population. But the insurer wasn't about to leave such an important decision up to fate. So the company invested in a campaign to illustrate the many ways the local company is the obvious consumer choice.

Delta Dental of Arkansas

Impaired driving sobers up with a shot of virtual reality.

Killing someone while impaired is the number one fear of those who drink and drive. But drivers continue to fool themselves into believing they're capable of driving when impaired, according to research. Some even think they're better drivers.

The facts say otherwise. Impaired drivers are responsible for about a third of Michigan traffic fatalities. Of the 893 fatal crashes in Michigan in 2015, 271 (30.3 percent) were alcohol-related, involving at least one drinking driver or pedestrian.

The Office of Highway Safety and Planning has employed various strategies to end drunk driving, including the fear of manslaughter. This year, we took it a step further. With the help of virtual reality, we invited viewers to consider a typical bar scene and spot the drunk driver whose night would end by taking three innocent lives while behind the wheel. The campaign encourages drinkers to make a plan to get home safely rather than tempt fate.

https://www.youtube.com/user/OHSP

In addition to some traditional elements, the media strategy included cross-screen digital, Snapchat, connected TV, Facebook, Instagram, audio streaming, video streaming, YouTube and a rich mobile experience.

Henry Ford Health System drafted to be official team of Detroit Pistons.

In 2017, Henry Ford became the official health care provider for the Detroit Pistons. Under the multi-year contract, Henry Ford is building a state-of-the-art training, rehabilitation and sports medicine complex in the New Center area of Detroit.

"We have always believed that investing in our community and supporting our neighbors is vital to the healthcare we provide," said Wright L. Lassiter III, president and CEO of Henry Ford. "We are so pleased to partner with the Pistons on this exciting new venture to combine Henry Ford's medical excellence and innovation with a world class facility to serve our community for years to come."

Patients will continue to have access to Henry Ford's true "team medicine" approach at the new sports medicine facility. The Henry Ford team includes traditional sports medicine experts—orthopedic surgeons, athletic trainers, and nutritionists—and a broad range of other specialists with additional training in sports medicine, including cardiology and pulmonary care, ophthalmology and complex spinal care, pain management and sleep medicine.

So while you may never make it to the NBA, now you can enjoy the same level of big league health care at Henry Ford.

Take that, lizard. Frankenmuth Insurance targets competitors with precision.

How can a regional insurance carrier compete with national brands that flaunt billion dollar ad budgets? Very selectively. Frankenmuth Insurance doesn't aspire to compete with all insurance brands, only those who compete for their consumers. So our marketing strategy has to be incredibly precise. We've used a variety of digital tactics to do this in the past, among other things. But this year we met a new friend that enables Frankenmuth to go head-to-head with big brands like the lizard one and the red lipsticked gal. It's called competitive conquesting.

Competitive conquesting uses Nielsen collected data from IP Addresses to serve digital ads—both video and animated gifs—to consumers who have recently been exposed to competitors' TV ads. Duck, duck, Frankenmuth Insurance.

Frankenmuth Insurance

Covenant HealthCare number one in orthopaedic care.

Covenant HeathCare leads the Great Lakes Bay Region in comprehensive orthopaedic care. Patients come for miles to access the system's surgeons and physicians. News this important demands to be shared, especially when demand for joint replacements is growing. This because implants today are more flexible and last longer, so patients are less likely to delay surgery and enjoy a more active lifestyle.

For those fretting about healthcare reform, MiCare Champions.

Concerned about the state of affairs for healthcare reform? Wondering how it's all going to shake out, but feeling helpless and unsure how to get involved? Our client, Michigan Health & Hospital Association (MHA), gets it—and has just the answer for you. It's called "MiCare Champions." This is the network of citizens they developed to engage in advocacy efforts to protect affordable healthcare in Michigan. Our job was to develop a public advocacy campaign to build this network.

Because vaccination has become an emotional issue, I Vaccinate.

Parents spend every day trying to make the right decisions for their children. Recognizing this fundamental truth, the Michigan Department of Health and Human Services and the Franny Strong Foundation asked us to develop a campaign that would equip parents with the information they need to make the right decision for their children about vaccines. The testimonial-based strategy was executed via video, radio, outdoor and digital mediums and grounded in a website.

FixMiState already.

Turns out, the Flint Water Crisis is only the tip of the iceberg. Michigan has significant infrastructure problems. From drinking water systems to stormwater and wastewater sewer systems, to roads, bridges and dams, most of the state's infrastructure is old or seriously outdated. Together with our partner Martin Waymire, Brogan worked with Michigan Infrastructure & Transportation Association to produce video, digital content and a website to raise awareness and promote action.

fixmistate.org

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Why Brogan?

Results. Strategic insights that deliver more "aha" moments. Creative that makes an emotional connection. Account service that creates happy clients. And metrics that move your business forward. We guarantee you'll be delighted.