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.


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."


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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."

Weekly Recap - February 16, 2018

Valentine's Day. It's not about the candy, it's about the words on the candy. Olympians up close. Like, in your living room close. Influencers: the new American dream?


Sweethearts are now the most popular Valentine's candy. Tastes like chalk, looks like a text message. Culturally current and crowdsourced messages keep candy hearts at the top everyone's Valentine's Day gift list.

Inside the New York Times' Winter Olympics AR experience. Augmented reality within a news story. What does this mean for marketers?

How brands can effectively use influencers. Quality > quantity. We can never stress it enough. Engagement is everything.

Meanwhile, back at the RANCH

1 in 5 emails will never make it to an inbox. Will yours? Whether or not an email service provider will let your content fulfill its advertising destiny is based on a few things – most of which you can control.

4 healthcare innovations for improved access. Access. As a healthcare marketer, how many times do you hear, think about and talk about this word in a day? How many healthcare innovations are fueled by creating a better entryway to your services? Here are 4 noteworthy breakthroughs on the horizon.

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."


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4 healthcare innovations for improved access.

Access. As a healthcare marketer, how many times do you hear, think about and talk about this word in a day? How many healthcare innovations are fueled by creating a better entryway to your services? Here are four noteworthy breakthroughs on the horizon you can use as conversation starters with the next neurosurgeon you're meeting with – or perhaps to impress a fellow Patient Access Committee member.

  1. Alexa doubles as home health care assistant. This takes "I've fallen and I can't get up" to a new level. Piloted through Libertana Home Health Care in California, Alexa Echo Dot with voice technology helps users manage ADL, with immediate connection to a homecare provider in an emergency. A resident can even request transportation or learn about social or recreational activities through their device. "Voice assistants overcome challenges for individuals who, due to physical limitations, cannot use a keyboard or touch screen," says Debra Harrison, a Libertana RN. The voice application was designed by Orbita, a voice platform start-up in Boston. "The ability to have that ‘always on and always available' interaction with a patient is huge," says Nathan Treloar, Orbita president and COO. Also on his horizon? Health care programs for hospitals to assure patients take their meds, and comply with post-surgery instruction. Of course, none will run afoul of HIPPA concerns.
  2. Google AI Eye Doctor prevents blindness. Maybe this topic could be broached with your favorite ophthalmologist at the next community eye screening event. Google's software examines photos of a patient's retina to spot tiny aneurisms indicating early stages of diabetic retinopathy, which causes blindness if untreated. How cool is it that this technology could literally save millions of eyes? It is being piloted in India, due to the country's lack of ophthalmologists, and hence, access to the recommended annual diabetic retinopathy screening for diabetics. "This kind of blindness is completely preventable, but because people can't get screened, half suffer vision loss before they're detected," said Lily Peng, product manager with the Google Brain AI research group. "One of the promises of this technology is being able to make healthcare more accessible." There are more than 400 million people with diabetes, including 70 million in India.
  3. Saykara aims to provide virtual scribes for doctors. So just how many times have you heard your docs complain about the EHR? The pain point is high, with this concordant dilemma: documenting during a patient exam thus de-personalizing the physician-patient interaction; OR spending hours at night dictating and entering fields of required medical records, thus, getting home late for dinner. Enter Saykara's AI-powered, voice-activated virtual scribe. You might call it an Alexa for doctors. Emerging from the stealth phase, it shows promise not only for physician sanity, but for access to the more personalized care patients so value.
  4. Samsung Mobile VR Goggles encourage healing. And finally, the commercial that brought me out of my near slumber the other night while awaiting Shaun White's turn at his qualifying half pipe (another technological wonder!). A woman doubts her ability to walk with a prosthetic during physical therapy. With the help of this virtual reality device, she is able to overcome that doubt and achieve her goals, because as Samsung believes, "It is human nature to do what can't be done." See how this spot and product give access to inspirational hope in healing.



So what do you think of these inventions? Which would you be most excited to market?

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

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.


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."


Like what you see? Share the Brogan Recap.

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.


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.


Weekly Recap - December 29, 2017

In the final days of 2017, we're looking at a few more brands that caught our attention this year. A couple weeks ago, we shared the biggest fails of brands that approached politics. Duracell shows us all how to do it right. 80 percent of young Americans are more interested in cooking than they used to be. Scripps Networks developed a digital library for them. Personalized cards brightened the spirits of these hospitalized children. Check out this AR holiday card from Honda.


Duracell shines a light on Puerto Rico's ongoing struggles in 'Island Without Power.' 2017 saw a lot of political tension and many natural disasters. Duracell's mini documentary is the perfect example of a brand doing activism right.

Genius Kitchen serves up relatable food content to millennials. Do you have 22 minutes to spare? If not, that's fine. Genius Kitchen offers one-minute recipes, too.

Honda's heartwarming AR card brought messages of love to hospitalized children. Like this campaign video series on Facebook, and Honda will continue putting smiles on kids' faces by donating to the Children's Hospital of Orange County.

Meanwhile, back at the RANCH

Healthcare Checkup – December 2017. Healthcare innovations and mergers, website tips for the disabled, why Instagram is Advantageous, and a candid opinion on preserving endangered themelines that are "Good to the last drop."

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."


Like what you see? Share the Brogan Recap.

Healthcare Checkup - December 2017

2017 healthcare innovations and mergers, website tips for the disabled, why Instagram is ADvantageous, and a candid opinion on preserving endangered themelines that are "Good to the last drop."


Providers try to catch up with patient expectations. A look back at some of the innovative ways providers and insurers attempted to catch up with consumer expectations in 2017.

9 ways to make your website more accessible. Did you know less than 25% of websites are accessible and viewable to disabled consumers? Here's a list of easy fixes to make your website more accessible to all.


Are advertising themelines dead? Should we "Just do it"? Should we kill marketing themelines altogether since consumers today only have a nanosecond to absorb messages? Learn why our creative director espouses resisting the temptation to eliminate or change your themeline if "It can take a licking, but keeps on ticking."

4 technology trends on the rise in 2018. Artificial intelligence, virtual doctor visits, mobile check deposit. What's next for tech?

8 Instagram enhancements for advertisers in 2017. Ads in stories, better shopping experience, and sharing up to 10 photos and videos in one post are some of the reasons why Instagram has over 2 million monthly advertisers. Learn more advertiser advantages.


5 things to know about the CVS-Aetna deal. So what will it really mean for consumers? A healthcare "genius bar" sounds good!

Reports: Ascension and Providence St. Joseph in talks to merge. HCA no longer the leader? Facts and figures on the potentially largest U.S. hospital chain with 191 hospitals in 27 states.


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 - December 22, 2017

The end is near, and we're continuing our recaps of 2017. You wouldn't think one-star reviews would be good for a brand. But Snowbird Ski Resort used them to make witty print ads. How did you deal with the tough times of 2017? Hulu subscribers turned to humor. The future is digital. Check out how these brands made out-of-home ads stand out with digital innovation. Brand breakthroughs. Fenty, Halo Top and more garnered much deserved attention this year.


Print isn't dead! These great ads showed the medium at its best in 2017. Be an outsider. L.L. Bean's creative newspaper ad could only be read outdoors.

Fun facts from Hulu's Year in Review. How did people cope with the rollercoaster that was 2017? By watching 36% more comedy movies than last year.

6 Savvy uses of digital that stood out in 2017. Creepy or creative? You decide. In 2 days, over 15,000 heads turned to check out an impressive ad from Mazda.

5 breakthrough brands with ingenious marketing in 2017. Whether it was with Twitter sass or creepy TV spots, these brands found their way into the spotlight this year.

Meanwhile, back at the RANCH

9 ways to make your website more accessible. 8 billion. That's the number of websites on the internet today. Unfortunately, most are not functionally available to all internet users. Less than a quarter of websites are fully accessible to consumers with disabilities. But don't worry. We've compiled a list of easy things you can do to help...

Providers attempt to catch up with patient expectations. Consumers are becoming increasingly discerning healthcare customers. They've always cared about access and benefits. But now that consumers are paying more, they're paying more attention.

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."


Like what you see? Share the Brogan Recap.

9 ways to make your website more accessible.

9 ways to make your website more accessible.

8 billion. That's the number of websites on the internet today. Unfortunately, most are not functionally available to all internet users. According to CEB Iconoculture research, less than a quarter of websites are fully accessible and viewable to consumers with sensory or cognitive disabilities. In the United States alone, nearly 40 million citizens report living with a disability. That's a lot of people your brand may be missing…

There are many reasons brands should consider accessibility while designing web pages and social content, with the most obvious being the benefits for consumers with disabilities. But creating more accessible sites improves the experience of other internet users as well. By mid-40s, most adults start having vision problems, according to the American Optometric Association. Hearing loss also comes naturally with aging. If that's not enough, improved accessibility can help brands avoid legal issues and enhance search engine optimization.

There is no one-size-fits-all solution. Users will need different adjustments to fit their unique needs. But don't worry. We've compiled a list of easy things you can do to help make your website more accessible to ALL of your clients/patients/customers.

  1. Keep your content simple, neat and consistent. This straightforward tip is probably the most important. Avoid long-winded sentences and lengthy paragraphs. Viewers using screen readers or magnification tools will be able to more easily follow your text, and all viewers will appreciate the logical flow of your site. Additionally, employing the same page structure on each section of your website allows users to familiarize themselves with the set up.
  2. Include subtitles on videos or provide an accurate transcript. Without them, hearing impaired individuals may miss important information that you're offering. This will also help visually impaired internet users who use screen readers gain a better understanding of your videos.
  3. Use alt text. Screen readers can read alt text, or alt tags, to identify images. Keep this text concise. A couple of words for one image is plenty.
  4. Add periods to abbreviations, or ditch them altogether.  Screen readers cannot discern abbreviations from words without periods between each letter. For example, using the acronym NIH for the National Institutes of Health, would be read phonetically as “nih” by a screen reader. Writing N.I.H., instead, helps assistive technology to distinguish the abbreviation. If possible, eliminate abbreviations all together and just spell the words out.
  5. Avoid flashing effects. Flashing lights cause headaches and dizziness for many people, and they can even trigger seizures in epileptic individuals.
  6. Leave some blank space. Viewers using eye tracking technology and touchscreens need open space between links and navigational elements, so they can move around a page without clicking anything.
  7. Describe all links. Rather than asking users to "click here," write out what the link is. For example, our Brogan homepage uses descriptive links like "Learn more about our Healthcare Marketing Services."
  8. Consider adding support toolbars. Toolbars like the Ally Toolbar by AudioEye allow users to customize their web experience to match their abilities and needs.
  9. Test your website. Download a screen reader and see how your site sounds when it's read aloud to you. ChromeVox is an easy-to-add Chrome extension that can help you assess your own website's accessibility.

If you're looking for more ways to improve your site's accessibility or trying to adhere to the Americans with Disabilities Act, check out this compliance guide by Search Engine Journal. For more insights and trends, subscribe the Brogan Weekly Recap and the Healthcare Checkup.

Healthcare Checkup - November 2017

From championing Michigan healthcare, to hospitals going beyond their four walls, to a less than champion POV on what we do from a frustrated cancer patient, to the "drunk shopping" phenomenon, we've got some quick tips and trends to keep you in step with your healthcare game.


Healthcare marketing to champion Michigan hospitals. Want to feel good about being in the healthcare profession? Just watch this new MHA video about how Michigan hospitals are reaching beyond their walls to build healthier communities. Real people.  Real stories. Real opportunity to champion Michigan healthcare.

Looking for Millennials? Seeking marketing magic? Hit the library. Think libraries are just for Matures? Think again. From blood pressure monitors to digital food scales to exercise DVDS on loan, "health lending collections" are gaining traction. And Millennials.


How alcohol is influencing shoppers online and off. Did you know "drunk shopping" is a thing? Over a third of Americans admit to an occasional "sip and click" behavior as retailers happily oblige.

5 tips teens can teach your brand about social media success. Teens are truly the CEOs of social media. They decide the rules, set the trends and have the power to turn Average Joes into stars overnight. Learn some teen tips to outperform even the savviest social media teams.


The healthcare of tomorrow will move away from hospitals. "If you have to go to the hospital, we have failed you. What if that were the way the system was designed?" Sound extreme? Probe this and other key takeaways from U.S. News & World Report's Healthcare of Tomorrow conference.

The painful side of positive healthcare marketing. A very different and authentic perspective to keep in mind from a breast cancer patient who feels frustration viewing hospital ad messages implying her cancer would go away if she were just more positive and tried harder.

4 ways Cleveland Clinic data draws millions of readers to its blog. Essentials from the Cleveland Clinic's Essential Health blog that drew 38 million visits last year.


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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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.

Client Hurrahs

  • Brogan & Partners has worked on a wide variety of health issues for us over the years. They have not only consistently provided innovative ideas and award winning campaigns, but they continue to help us work towards our overall goal of improving the health of Michigan residents.  Their creativity, expertise, and enthusiasm makes them an invaluable partner in our... More

  • Hiring Brogan & Partners to help Michigan Women’s Foundation create the brand and messaging around the campaign to raise millions of dollars to solve the backlog of untested rape kits in Detroit was a slam dunk!  With a well-deserved reputation for getting to the heart of complex and highly-charged issues with clear, action-driven communications, the Brogan team... More

  • A well-oiled machine operates at full performance, fluid and unyielding. At Frankenmuth Insurance we have often referred to Brogan & Partners as a well-oiled machine. Our experience with Brogan has been very strong and successful from the start. We view our partners at Brogan as an extension of our own staff. They are readily available to us at any time and deliver... More

  • When launching a startup, resources are very constrained and a startup has to pick its partners very carefully and with deliberation. There were many services that we have had to forego in the early stages of our company, Memloom. One crucial need, however, was identifying and aligning with a strong marketing partner who could help us with our brand, positioning and... More

  • We have been working with the Brogan team for the past 18 months. The Brogan team has truly been our marketing partner. They guided us through development our brand and messaging. They lead our our website redesign and deployment. And they provide excellent counsel on business development and market entry strategies. More

  • From the very first meeting we had with Brogan & Partners, it was clear that they had done their research on PREZIO Health, our competitors and the industry.  It has been  a very positive experience working with the Brogan & Partners team to re-design all of our service and product sheets as well as the total re-design of our website.  Their creativity is top-... More

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