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

Like what you see? Share the Brogan Recap.

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."

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: 

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 - 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."

SHARING is CARING

Like what you see? Share the Brogan Recap.

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.

VITAMIN B & P

Are you in touch with Healthcare Touchpoint Analysis? Have you been caught a tad off guard being asked to measure Touchpoints? Might be time to learn what they are and how to map and track them.

At-home healthcare testing: fad or future? 23andME, Ancestry, sperm quality and now the first ever at-home cancer test. Healthcare DIY accessibility keeps on keepin' on.

MARKETING SUPPLEMENTS

Marketing madness by the numbers. Sorry we couldn't help you out with your NCAA basketball bracket. But we do have some data on who's spending the big bucks on tournament marketing.

Does influencer marketing still work? Yep, especially among Gen We. So be transparent, and realize that not all influencers are created equal.

INDUSTRY PULSE

How virtual tours give hospital employees the chance to shine. This is sure to bring a smile to your face. Led by children, these guided tours humanize the docs, nurses and hospital staff who ease ped patient fears with their warmth and compassion.

Intermountain creates a virtual hospital with telehealth tools and services. Including stroke evaluation, mental health counseling, and critical care, Intermountain Healthcare's virtual hospital encompasses 35 telehealth programs and 500 caregivers.

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.

Weekly Recap - March 9, 2018

The Brogan crew is preparing to depart on our annual Mystery Trip. And Delta's "Runways" ad has us excited for takeoff. With International Women's Day this week, this video about the gender pay gap is getting a lot of attention. Marketing makes a difference. This industry drives the campaigns, hashtags and images that force conversation and shape culture.

DETAILS, Please

Clever camerawork makes everything a runway in this new Delta ad. Good things come to those who go. The Brogan team can attest to that.

Here's how kids respond when introduced to the gender pay gap. Spoiler alert: They aren't too happy.

Why marketing will show the world gender equality. When women are represented as equals, the world learns to treat them as equals.

Meanwhile, back at the RANCH

Are you in touch with Healthcare Touchpoint Analysis? Some Touchpoints are within your control. Unfortunately, many are outside of your control. Check out this Touchpoint Optimization Strategy to increase the quality of the total patient experience.

Does influencer marketing still work? If so, what makes for a powerful influencer? And which cohort is most influence-able? Check out these tips on approaching influencer marketing in 2018.

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.

Are you in touch with Healthcare Touchpoint Analysis?

Is your hospital or healthcare organization talking about "Touchpoints"? Maybe you've even been asked to measure Touchpoints – and admittedly felt a little caught off guard? The first step to analyzing Touchpoints is understanding what a Touchpoint is. Wikipedia defines a Touchpoint as "any encounter where customers and business engage to exchange information, provide service or handle transactions."

Many Touchpoints are within your control — things like your website, ads, texts, letters, sales force, and call center. Unfortunately, many are outside of your control — things like WOM, bloggers, media, reviews, and marketing "partners" who sell under your good name. Simply put, effective Touchpoints move people closer to your company and ineffective Touchpoints move people away. Your brand equals the sum of all customer experience with your Touchpoints.

Easy math, huh? Not so much. "Analyzing Touchpoints can descend into paralyzing complexity," says Michael Hinshaw, Managing Director of MCorp Consulting. That's because every Touch counts. And there can be hundreds, even thousands of them. But how the heck do you track and make sense of it all? Questions arise such as: How do you know the degree to which one Touchpoint influences desired behavior over another? How do different Touchpoints encountered in different ways influence one target more effectively than another?

Are you in touch with Healthcare Touchpoint Analysis?

Touchpoint Mapping is part of the answer. Many proprietary companies offer this service, which I recommend exploring to help simplify your data collection and analysis. Basically, you start by creating a dashboard of Touchpoints with a customer journey map. You validate the Touchpoints and map with your customers, analyzing to filter to those that matter, then chart the trends. Measure and review Touchpoints by cost and effort, probing "What are the needs of my most profitable segments?" "What impact can I deliver in the short and long term?"

Taken to the healthcare space, we create a "Patient Touchpoint Optimization Strategy". Entwine Digital claims that "patient touchpoints, or interactions with the healthcare facility and professionals, define patient-centered care...they are places where our brand constituents come in contact with our brand...a Touchpoint Optimization Strategy will increase the quality of the total patient experience."

To get there, first, Create a Patient Touchpoint Map, by interviewing a sample of patients to determine which Touchpoints relate to the healthcare experience. Secondly, Evaluate Patient Touchpoint Effectiveness to determine which of these Touchpoints each patient values at each stage of medical intervention (discovery, treatment, discharge, aftercare – the patient life cycle). Compare in generating conversations and patient relationships, increasing patient satisfaction and comfort level and effecting outcomes. Next, Design a Patient Touchpoint Optimization Strategy, which uses a select cost-effective mix of marketing tools that target your demographic and stage of intervention to increase Touchpoints and conversations and improve patient experience. Finally, Assess the Patient Optimization Strategy, evaluating the effect of the strategy in terms of increasing the quality and satisfaction of the total patient experience. (Your HCAHPS will thank you!)

Ideally, all of your Touchpoint tracking is recorded in a common location (e.g. your CRM or marketing automation tool). Many organizations do not have a clear picture of their Touchpoints. Often, this is due to a lack of cross-functional commitment within the organization. Sound familiar? While it can take a lot of effort to get everyone on the same page, your fortitude and diligence can be worth the payoff. In the end, Touchpoint analysis is like looking in an organizational mirror. The face you see may not be what your customers see, and the invaluable insights serve as a catalyst for much needed change to increase customer value.

For information on online healthcare Touchpoints, check out our blog, 5 things your hospital should be doing online.

Weekly Recap - March 2, 2018

Two-thirds of boomers own a smartphone. So why do marketers only target younger generations with mobile ads? Pure Gold. A trendy beer without the guilt. Why ditch an 85-year-old crocodile logo? To bring visibility to endangered species, of course.

DETAILS, Please

It's not just millennials who are glued to their phones. Marketers are missing out. Older generations use their phones all day, too.

Michelob Ultra introduces a new premium organic brew. Organic. Low-cal. Low-carb. Beer. You don't usually hear those words together, but this brand sees an opportunity to capitalize on a trend.

Lacoste's iconic crocodile makes room for endangered species. Save Our Species. The number of shirts made corresponds to the number of these animals that are left in the wild.

Meanwhile, back at the RANCH

23 tips to develop and deploy the best emails ever. Email marketing is just as important as every other tactic. Whether you’re struggling with writing, designing, deploying or analyzing, check out these steps to help your email reach its full potential.

Healthcare Checkup – February 2018. Alexa as a home health aide? Anxiety the most common mental health affliction for Gen We? Cleveland Clinic concierge docs? Check out more on these, other trends and our take on them.

The latest in data collection is right under your... feet? In the age of online, physical stores are at a severe disadvantage when it comes to data collection. Last month, Adobe announced its latest project that could help by monitoring foot traffic.

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 - February 2018

Alexa as a home health aide? Anxiety the most common mental health affliction for Gen We? Cleveland Clinic concierge docs? Check out more on these, other trends and our take on them.

VITAMIN B & P

4 healthcare innovations for improved access. How many times do you hear, think about and talk about this word in a day? These four noteworthy breakthroughs on the horizon are fodder for your next Patient Access Committee meeting!

Is being a tech native healthful or harmful? The tech generation definitely has is health benefits – hyper awareness, incredible access and greater control. But all that information and connectivity can come with some unhealthy side effects, like social anxiety and stress. See how they're handling it.

MARKETING SUPPLEMENTS

Gen We is earning allowance — and saving it too. Gen We is saving more, researching more and planning ahead. They're even part of household family budgeting. Find out the going rate for allowance and more.

Is your sender reputation keeping your emails out of inboxes? You may be done with high school, but if you're an email marketer, you'll never be done worrying about your reputation.

INDUSTRY PULSE

HIMSS18 Connected Health Experience to feature AI, voice assistants and more. Lots on AI and voice assistants at this upcoming conference in Las Vegas.

Cleveland Clinic Florida launches concierge service at $4K a year. Looking to attract 300 affluent patients, the service touts increased accessibility to personal docs, including longer appointments and care coordination. And sparks tiered system controversy.

How a photo of a nurse's compassion lit up Facebook. Simple and so poignant. Amazing what the right image can do.

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.

Weekly Recap - February 23, 2018

Amazon enters the healthcare arena. What does this mean for healthcare providers and consumers? The Best Feb Ever. For NBCUniversal, that is. Another Amazon attack. Delivery services have a new competitor.

DETAILS, Please

Amazon, Berkshire and JP Morgan Chase might disrupt the healthcare industry. Amazon knows personalization better than any brand. Could this controversial move bring unprecedented personalization to healthcare?

NBC Sports makes $1.4 billion in 22 days thanks to the Super Bowl and Winter Olympics. A win-win situation. Here's how NBC's Super-Sized Ad Model helped the company avoid last year's slow market and helped advertisers meet their key marketing objectives.

Amazon is set to take on FedEx and UPS. Shipping with Amazon. The service will start with third-party sellers on its site and then expand.

Meanwhile, back at the RANCH

Is your sender reputation keeping your emails out of inboxes? One in five commercial emails never make it to the inbox. Usually, this is due to a poor score given to you by email service providers. Don't miss these tips for bumping your score.

Is being a tech native healthful or harmful? Being the tech generation definitely has its health benefits—hyper awareness, incredible access and greater control. But all that information and connectivity can come with some unhealthy side effects...

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.

Is being a tech native healthful or harmful?

Is being a tech native healthful or harmful?

Being the tech generation definitely has its health benefits—hyper awareness, incredible access and greater control. But all that information and connectivity can come with some unhealthy side effects, like social anxiety and stress.

As a result, Gen We want health and wellness services in new, tech-forward channels and expect brands to help them easily connect with their health data and address issues without judgement, according to Gartner Iconoculture research.

First, a little more about the Gen We condition as measured by Gartner Iconoculture's 2017 Gen We Survey. Among the key findings:

  1. They're stressed about their health and their family's health.

    Nearly half of Gen We consumers (born 1996 or later) surveyed report feeling highly stressed about health. They're more stressed out about health than “fitting in” or college plans.

    They're stressed about their health and their family's health.

  2. Gen We is more mindful about their health and wellbeing.

    Physical and mental health are top of mind for Gen We. This may explain why teens are engaging in fewer harmful behaviors than older teens did at their age, drinking and smoking less. They consciously make an effort to manage their mental health, with the vast majority spending time with family and friends and prioritizing sleep in order to do so.

    Gen We is more mindful about their health and wellbeing

    Compared to older consumers, Gen We use more holistic, alternative remedies. They meditate and get massages for their mental health (CEB Iconoculture Values and Lifestyle Survey, October 2017). Still, obesity and depression haunt this cohort.

    From 2007 to 2015, suicide rates doubled among teen girls and increased by more than 30 percent among teen boys (Centers for Disease Control and Prevention). When it comes to stress, anxiety is now the most common mental health affliction for Gen We (American College Health Association).

  3. Gen We is accountable and use tech to track performance.

    Gen We use fitness trackers and apps to track their physical and mental fitness. When they're feeling off, they share their symptoms with a search engine for diagnosis. In fact, 85 percent of Gen We own a smartphone today, compared to 45 percent of teens in 2004, giving them unprecedented access to health information.

    Gen We is accountable and use tech to track performance

What's the best path forward for healthcare brands to connect with Gen We? Help them manage stress and anxiety with ready resources that provide a menu of options to meet Gen We consumers where they are—and where they aspire to be.

So what does that mean, exactly?

Stanford University is among a handful of progressive colleges that provide “wellness” machines for students. Stocked with pregnancy tests, feminine hygiene products and other over-the-counter pharmaceuticals, the vending machines provide students with convenient access and discretion.

To help students cope with stress and sleep deprivation, some schools are dedicating quiet spaces—even napping pods. The mere existence of such accommodations can go a long way toward acknowledging the reality of school rigors and teen society, giving students permission to address their stress.

For more on this emerging generation, read "5 things you need to know about Gen We."

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