Nurses: vital in the hospital, invisible in the media.

Nurses: vital in the hospital, invisible in the media.

Nurses stand at the frontlines of patient care. They track symptoms, communicate with doctors, monitor progress and administer personalized treatment. And because they spend so much time with both patients and families, they're known to provide more than medical treatment – they provide encouragement, warmth and unparalleled support.

Did you also know?

  • Nurses make up the largest segment of the healthcare workforce
  • They outnumber doctors by almost 3 to 1
  • Nurses have the closest and most sustained proximity to patients
  • In Gallop polls, nurses are repeatedly voted the most trusted profession

But when it comes to their representation in the media, here's another fact to note: nurses, as a whole, are severely underrepresented.

Think about it. When was the last time you saw an ad featuring a nurse as an authority figure? Or a nurse's quote in a publication? A nurse on TV? Or social media?

For such a well-respected and celebrated profession, their representation certainly doesn't match. And consumers are taking note.

In September 2017, Woodhill conducted a study to track the progress of nurses' representation in the media. They sampled over 500 publications, magazines and newspaper articles, and compared numbers to a similar study conducted 20 years prior. And the results?

In the 500 samples studied, Woodhill found that quotes were attributed to nurses just 2 percent of the time, that nurses appeared in images just 4 percent of the time, and that nurses were mentioned in only 13 percent of the pieces.

For the 3:1 ratio of nurses to doctors in the U.S., the numbers certainly seem off.

Next, the Woodhill 2 team dug deeper and interviewed 10 health journalists. Of this group, many journalists revealed, "they and their newsrooms infrequently reached out to women, nurses and people who were not in positions of authority in the health industry. Some said they had to justify to their editors using a nurse as a source. Others were confused about what nurses actually do."

Maybe it's one the reasons given above. Maybe it's the fact that doctors are more educated and seen as leaders in the medical field. Or maybe journalists and marketers aren't featuring them because 'no one else is, so why should we?'

Therein lies the opportunity for marketers.

Whether or not you're able to represent the nurse population in an upcoming ad, advertisers should at least stay mindful of these findings.

Because data shows that nurses are some of the most trusted and respected professionals... and it's time the world knows it.

Weekly Recap - June 1, 2018

Internet security is an important issue for all of us. It's easy to be complacent and assume that it'll never happen to you — you're too sensible and secure with your data after all, right? You can finally sit back and relax for real, thanks to Uber's newest feature. Why you need a YouTube channel and what to do first. Marketers assume that users will trade their data in exchange for ads that are highly specific to their interests. Users beg to differ.

DETAILS, Please

6 of the best security software solutions for 2018. Keeping your computer secure from various threats online is no longer just about avoiding clicking on the "wrong" link, and utilizing common sense. Nor is it just about protecting yourself from viruses.

Uber adds a panic button to its app in the U.S. Uber has experienced its fair share of bad press over the last couple years from workplace discrimination to unsafe drivers. The company is looking to score some points today and make riders feel more secure.

7 reasons to start a YouTube channel now (and first steps to take). Generation Z, millennials, gen Xers and baby boomers are all in on the YouTube action. There are many possible motivations to start a YouTube channel, but here are seven of the most important to consider.

Users are souring on ad tracking. People are fed up with cavalier approaches to data security. Companies that rely on unfettered access to user data would be wise to listen to people's complaints.

Meanwhile, back at the RANCH

Healthcare Checkup – May 2018. Get our key takeaways from three healthcare and marketing conferences we attended this month, and highlights from the AHA Annual Meeting.

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."

SHARING is CARING

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Healthcare Checkup - May 2018

So many conferences, so little time? Get our key takeaways from three healthcare and marketing conferences we attended this month, and highlights from the AHA Annual Meeting. Plus barbershop medicine and tax preparation in waiting rooms – two innovative examples of meeting and helping patients where they are.

VITAMIN B & P

Key takeaways from the Marketing & Physician Strategies Summit. A few of our favorite tips from this content-filled conference.

4 key takeaways from the MSHPM conference. That's Michigan Society for Healthcare Planning and Marketing, of course!

Shave and a hypertension check? How barbers can help lower blood pressure. Researchers go the nontraditional route, outside of doc offices and pharmacies, and into barbershops to help at risk men to lower blood pressure.

MARKETING SUPPLEMENTS

5 insights marketers should know from Iconosphere 2018. "Be brave in this new world," was the theme for this conference, addressing consumer disconnection, Google as our god, and experiential marketing to name a few.

Click-surfing helps marketers turn ZZZs into dollars. What is click-surfing? How can you best connect with the nocturnal insomniac crowd as they learn the art of domino falling or cake-decorating?

INDUSTRY PULSE

Pollack Pledges AHA Support, Resources as Hospitals and Health Systems Redefine the 'H'. Healthcare is facing a period of unprecedented transformation as new entrants seek to disrupt the field and reduce friction for patients.

US doctors are offering free tax preparation for low-income families right in the waiting room. Founded by two Boston-based doctors, StreetCred has helped 750 underprivileged families in Boston get back $1.6 million in earned income credits since 2016.

MONTHLY DOSE

For more inspiration, read "4 healthcare innovations for improved access."

Weekly Recap - May 25, 2018

You know what they say – you can't win if you don't play. So when it comes to your customers, don't be a spectator. Speaking of not being a spectator, one high school senior is stepping up to promote medical treatment for opioid addiction. Just in time for summer fun, the CDC announced an increase in infections from swimming pools and hot tubs. Why more brands want a personal sales holiday.

DETAILS, Please

What happens when you're too busy to talk to your customers. You're busy. Your calendar is packed. You spend your days in back-to-back meetings. And email? Let's not go there. Check out these strategies to carve out more time for customer insights.

There's something special about this powerful PSA. A recent opioid-abuse awareness ad isn't just targeted at teens; it's also written and directed by one. See the efforts to stop the spiral and fight the stigma.

Swimming pools, hot tubs and other summer recreational water hazards. Many summer infections are waterborne. One-third occurs at hotel pools or hot tubs. For Safe Swimming Week, here's what you need to know.

Meanwhile, back at the RANCH

Why more brands want their own sales holiday. Black Friday has had to make room for Cyber Monday and Giving Tuesday. Now more brands are declaring sales holidays to build demand and drive sales.

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.

Weekly Recap - May 18, 2018

Facebook is empowering youth...or is trying to at least. While the Book might need to use some more complex tactics to stay alive among teens, ads don’t. Why some of the best ads are the most simple. Cash is still king for many businesses, but the trend of going cashless is growing, especially in the fast-casual segment of the restaurant industry.

DETAILS, Please

To win back teens, Facebook launched a website. For teenagers these days, Club Facebook is just not the place to be. Facebook has launched a "youth portal" for "teens" featuring things "teens" like such as dancing emoji, social justice and blog posts.

This may be the simplest ad that’s ever saved lives. In this case, all it took was a piece of paper. Holding a piece of paper to your vent could prevent carbon monoxide poisoning, thanks to Grey Poland.

Will cash become a thing of the past at restaurants? For some fast-casual restaurants, going cashless has operational efficiencies and some people say it's the way of the future, but others are calling it a discriminatory business practice.

Meanwhile, back at the RANCH

Key takeaways from the Marketing & Physician Strategies Summit. This year’s Healthcare Marketing & Physician Strategies Summit got me thinking—a lot. I’ve unpacked a few of my favorite tips below to continue sharing. (Unpacked because that’s what people do these days instead of explain.)

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

Like what you see? Share the Brogan Recap.

Key takeaways from the Marketing & Physician Strategies Summit.

Key takeaways from the Marketing & Physician Strategies Summit

This year's Healthcare Marketing & Physician Strategies Summit got me thinking—a lot. But the true test of a learning experience is whether one is moved from inspiration to practice. Sharing or socializing learnings is another key indicator of value—particularly if they linger well past the event itself.

Well, here we are a couple weeks later and I'm still reflecting on the conference. I've unpacked a few of my favorite tips below to continue sharing. (Unpacked because that's what people do these days instead of explain.)

Never be content.

When I first read this bullet on Stephanie Petrucci's deck, I understood the Enterprise Social Media Manager at Cleveland Clinic's meaning to be that content is dynamic. Therefore, it should never be in a final state. This makes sense. To remain relevant, content should flex and change with consumer wants and needs, new insights and discoveries. But what she meant was to never settle. She explained that content can always be better. Simply by adding a spoon to a bowl of oatmeal can make content work harder, she explained, generating more engagement. Pick your preferred definition. Just never be content.

It's not about your journey.

A successful customer journey map is not about what brands want consumers to do, but rather what consumers want to do. Think outside in, rather than inside out. Build your map around patient personas with real life wants and needs that are relevant to your brand. Instead of “increase appointments,” think “I want to be healthy.” Instead of “improve provider ratings,” think “I want to be heard and confident that I'm getting the best possible care.” Nuance offers this step-by-step:

  • Put on a pair of your customer's favorite walking shoes to see your brand from their perspective.
  • Look for customer pain points.
  • Think of ways to remove friction and improve the experience along the way.
  • Determine what customers need to connect, trust and ultimately select your brand.

Read website copy aloud.

This little nugget came from a breakout session about Google Featured Snippets, aka a brand's SEO dream come true. To arrive at such a prominent place in search, according to co-presenters Julia Travia of Aurora Health Care and Emily Broderick of Aha Media Group, one must carefully—yet naturally—deliver content that consumers crave. It's not enough to say the right things; you have to phrase it well. Ideally the copy should be conversational, prompted by a question and followed by a breezy, yet informative response. When in doubt, read the copy aloud. If you want to go one level higher, imagine Siri reading it to a prospect.

Trust happens when brands build both good will and credibility.

That's why White Rhino stresses both cognitive and emotional assets along the consumer journey. Consumer emotions fluctuate between emotional and cognitive while they research and consider choices in the marketplace. An emotional appeal may be appropriate during an introductory phase while a rational appeal may be more effective as they move from interest to consideration. For example, a joint replacement prospect may be attracted to a brand because of heartwarming patient stories. She digs deeper when contemplating her own surgery, looking for assets that speak to treatments, trials, research and breakthroughs.

From a melting pot to tossed salad.

Keynote Kelly McDonald closed the general session with tips on Marketing to People Not Like You: The New Market Segmentation Her presentation was a good general marketing refresher (mind your FAB—features, attributes and benefits, lean into goodwill, personalize, limit options, and more), but what I most appreciated was her cultural analogy. Gone are the 20s when immigrants were expected to assimilate and conform. When everyone was expected to look alike aspire to the same American Dream. Today, America is more like a tossed salad, McDonald said. The tomatoes look nothing like the romaine, the peppers look nothing like the cucumbers, but no one expects or wants them to. Instead they're respected for their individuality, their unique flavor.

Want more benefits of attending a conference without actually attending a conference? Check out 6 insights marketers should know from Iconosphere 2018.

Blog Category: 

Weekly Recap - May 11, 2018

Microsoft is testing tech to bring offices the ultimate meeting assistant. Need a volunteer to take minutes? Fuhgetaboutit. Now if developers could only teach AI to keep meetings on task. Retailers are trimming sales staff to win more sales. I know, right? Meanwhile, plucky online merchants are innovating all the way to your door.

DETAILS, Please

Microsoft's vision for the future of meetings is slightly terrifying. During a demo onstage at its Build developers' conference, the company showed off a prototype device that combines computer vision and AI tools to become a kind of ultimate meeting assistant that can track literally everything you say.

Retailers must invest in their workers – their survival depends on it. Brick and mortar are struggling to keep pace with online competitors. But instead of leaning into their key differentiator, they're laying them off—in droves.

How innovating the post-purchase experience can keep consumers coming back. Whether it's copying and pasting a dreadfully long tracking code or being prompted to log in using an often faulty link, the experience following the shipment of a purchase can be tedious. See how you can improve this process.

Meanwhile, back at the RANCH

4 key takeaways from the MSHPM conference. Aka (/mish pim/) or Michigan Society for Healthcare Planning and Marketing, which is of course, the Michigan counterpart to SHSMD, aka (/shish med/), or Society for Healthcare Strategy and Market Development. It's taken me a couple decades to get that right!

6 insights marketers should know from Iconosphere 2018. "Be brave in this new world," proposed Kate Muhl, CEB Iconoculture's Principal Advisor to a room full of brand strategists and advertisers. This quickly became the theme for the Iconosphere 2018 conference that dove deep into consumer and generational insights as well as trends spanning across different verticals.

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."

SHARING is CARING

Like what you see? Share the Brogan Recap.

4 key takeaways from the MSHPM conference.

4 key takeaways from the MSHPM conference

Aka (/mish pim/) or Michigan Society for Healthcare Planning and Marketing, which is of course, the Michigan counterpart to SHSMD, aka (/shish med/), or Society for Healthcare Strategy and Market Development. It's taken me a couple decades to get that right!

Now for key learnings from the one-day conference held last week, attended by healthcare marketers from several hospitals and healthcare organizations at St. John Inn, Plymouth, MI.

  1. "Like the Titanic, the impossible is always possible," claims Leslie Graham-Andrews, CEO of Daisy Ventures LLC. An over-reliance on the "unsinkable ship," a "decorated captain" (who was relaxing at a dinner party totally unaware of impending icebergs), and fear of a radio operator who knew the situation but lacked the courage to report it due to an environment that did not enable "leading from the rear" all contributed to the ship's demise. Visionary leaders must lead from the environment in, not inside out.
  2. "In a merger situation, determine best practices of each entity and let them keep some individual nuances," says Camille Jamerson, President & CEO of CDJ Associates. There's no need for two ways of doing things and it takes negotiating back to a place of agreement, before you can move on to the next level. As she and her spouse have successfully blended a family of 11 kids, somehow I have faith in her merger abilities!
  3. "Think like a cultural anthropologist," espouses Sherri McDaniel, CEO of Sage Solutions Group. With these days of Millennials, Gen X and Baby Boomers working together, don't dwell on perceived differences. Rather, find commonality and use advantageously, understand difference in perspectives, and mentor and reverse mentor for one happy workplace.
  4. "Like grief, change is inevitable and follows the same pattern," apprises Ursula Adams, Founder & Managing Partner of SheHive. Shock, Denial, Anger, Depression, Acceptance — not in any linear order — is the nature of the beast. What's the antidote? Over-communication in the form of praise and feedback in every stage to calm and reassure. Apparently, our body needs to hear praise at least every 7 days, to replenish its happy "praise chemicals".

Looking to market to all generations but don't have the budget? Download our free guide, How to market healthcare to all generations.

Weekly Recap - May 4, 2018

Talk about multitasking. Sometime in between testifying before Congress and managing a PR crisis, Facebook hit Snapchat right in the Story. Speaking of success stories, digital success starts with a great website...and a great website starts with a great domain name. Healthcare researchers go off campus to access at-risk patients. Night owl. Nocturnal. Insomniac. Marketers are staying up late, just for you.

DETAILS, Please

Facebook's problems haven't stopped it from crushing Snapchat. In between apologizing for Cambridge Analytica and giving his new favorite stump speech in support of Facebook, Mark Zuckerberg somehow managed to squeeze in the fact that his company is still hell-bent on hitting Snapchat where it hurts.

Domain name dos and don'ts. Not prioritizing your domain name or picking the wrong name for your site altogether can have dire brand consequences, so don't risk it. Here's what you need to know for optimal success.

7 strategies to promote positive customer reviews for your brand or business. The fact of the matter is, your company's best marketers and sales reps aren't your employees – they're your customers.

Meanwhile, back at the RANCH

Shave and a hypertension check? How barbers can help lower blood pressure. What can healthcare marketers do to attract at-risk—but elusive—would-be patients? Meet them where they are, even if where they are is way outside of the healthcare system.

Click-surfing helps marketers turn ZZZs into dollars. As consumers tune into late-night videos for relaxation, marketers find opportunity. You don't need a primetime slot. Or an unlimited budget.

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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Shave and a hypertension check? How barbers can help lower blood pressure.

Shave and a hypertension check? How barbers can help lower blood pressure.

Hypertension threatens about one in three adults in the U.S. Black men are particularly vulnerable and underrepresented in traditional studies. So, to reach this at-risk population, researchers went the nontraditional route, outside of doctors' offices and pharmacies and into barbershops.

Healthcare marketers take note. The National Heart, Lung and Blood Institute-funded study illustrates the importance of meeting prospective patients where they are—which is often not where marketers expect they might be.

Conducted by a group of physicians, pharmacists and researchers, the study followed 319 non-Hispanic, black men at 52 barbershops in Los Angeles for two years. The men range in age from 35 to 79 and all had hypertension.

Unlike previous studies, this one included an intervention group in which pharmacists met with participants in the barbershops, made follow up phone calls and wrote prescriptions (working with the client's doctor). The study also included a control group without pharmacists, "in which barbers encouraged lifestyle modification and doctor appointments" (NEJM.org, March 12, 2018).

Within six months, blood pressure came down in both groups, most dramatically among those who worked with pharmacists. In the intervention group, mean systolic pressure dropped 27 mm Hg, and in the control group it fell 9.3 mm Hg.

"Bringing rigorous medicine directly to men in a barbershop, and making it so convenient for them, really made a difference," cardiovascular physician Ronald G. Victor told Gizmodo.com in a March 13, 2018 story.

The study comes at a time when healthcare is working hard to make virtual care work for all. But all won't find it convenient. And it many cases, patients simply won't find it all. Today's marketers have to leverage multiple channels to discover disparate audiences. That means following patient prospects, even if it leads to a barber chair.

For more inspiration, read "4 healthcare innovations for improved access."

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."

SHARING is CARING

Like what you see? Share the Brogan Recap.

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 & cool reaped high crisis PR ratings.

VITAMIN B & P

Docs help patients keep appointments with Uber Health. One third of patients miss medical appointments because they don't have reliable transportation. Uber Health will carry that number down.

Should Weight Watchers market to teens? 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?

MARKETING SUPPLEMENTS

Cryptocurrency: what marketers should know. Ad platforms are still wary of this disruptor, but some major brands are already using, and people are even purchasing property and homes with their Bitcoin or Ripple.

Productivity: The psychology and strategy behind getting more done. We all know the feeling: you get to the end of the day and realize you've accomplished about half of what you were planning to do. Or less. Don't put off understanding why.

INDUSTRY PULSE

5 reasons Facebook's Zuckerberg gets a crisis PR 'like'. Zuckerberg's preparation conjures up a lesson from the physician's Hippocratic oath: First, do no harm.

Apple Health Records launches out of beta with 39 health systems. If you're a patient of one of these 39 digital health innovators, you can now see your allergies, medications, conditions, medications, and lab results, right on your smart phone.

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.

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