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."

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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."

Is your sender reputation keeping your emails out of inboxes?

Is your sender reputation keeping your emails out of inboxes?

You may be done with high school (don't worry, we won't ask you when you graduated), but if you're an email marketer, you'll never be done worrying about your reputation.

... sender reputation, that is.

You see, way back when, you worried if your secret crush would get the note you stuffed in their locker. And if they did, what would they say about it?

Now, you're worried about your messages making their way to everyone on your email list. And if they do, what will they do about it?

It's definitely cause for concern, and it's normal if it keeps you up at night (I mean, you wouldn't be the only one). After all, today, one in five commercial emails never make it to the inbox.

What's more, ReturnPath, a group of email marketing experts, reports that 83 percent of the time this happens, it's due to a poor sender reputation – which is a score you're given by email service providers. This score ultimately determines whether your emails will reach your readers. The higher it is, the more likely it will. The lower it is, the more likely it will not.

Your unique sender reputation will be calculated based on your:

  • Subscriber engagement - How many messages have been read, forwarded, replied to or marked as not spam?
  • Complaints – How many users have marked your emails as spam or junk? And how do these complaints compare to all other senders?
  • Length of sending history – How long have you been sending emails?
  • Email frequency – How many emails do you send? And how often? Tip: The major email service providers like to see a consistent sending volume.
  • List quality – Is your list full of invalid email addresses?
  • Blacklist status – Has a blacklist operator ever thought you were sending spam, and punished you for it?

Your sender reputation is something that follows you from email service provider to email service provider, so it's certainly something you want to maintain. The idea is to manage it like a credit score. Monitor it regularly, every 30 days. And remember: It is easier to establish a good reputation than repair a damaged one.

But, if your sender reputation needs a little fixing up, there are a few things you can do:

  • Be smart with your subject line. Part of your sender reputation is based on how many people are opening your emails, so make sure you make an enticing first impression.
  • Send quality content. Are you sending something captivating enough to earn clicks? Or sharable enough to forward to a friend? When you see better engagement, you'll likely see a better sender reputation.
  • Build your own email list. Looking for a way to grow your email program? It can be tempting to purchase a list of email addresses. But, if you're sending unexpected email to people who never opted in, your emails have a higher chance of being sent to spam. So, instead, include a call to action on your website and other marketing materials that encourage people to sign up.
  • Remove users who never engage with your emails. When people stop engaging, stop sending. Between 50 and 80 percent of your email performance is based on the quality of your list – so you only want the people who want to be there. Bonus: Not only will this improve your sender reputation, it will also improve the metrics you make note of. For example, let's say you send an email to 1,000 people and 100 open it. Your open rate it 10 percent. Then, let's say you removed inactive email addresses and sent that same email to 500 people. When those 100 people open it, your open becomes 20 percent.
  • Set a frequency for your email sends. Email service providers love a good cadence. So, they may penalize a brand that sends one email on Monday, Tuesday, Wednesday and Thursday, but then sends six emails on Friday. To the providers, this is a disturbance of what was once a consistent level. It makes them think you could be spamming your users. But, that doesn't mean you can never increase your frequency. If you decide you want to send more emails, just make it happen slow and steady.
Blog Category: 

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?

DETAILS, Please

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."

SHARING is CARING

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1 in 5 emails will never make it to an inbox. Will yours?

1 in 5 emails will never make it to an inbox. Will yours?

Let's say your team just created an email that'll be sent from your brand. And... let's say it's the best email ever. I mean, it's expertly written. It's well designed. It's strategically programed. There's really no room for improvement.

But, hear this: Even if you actually do have the best email ever... it may never actually end up in an inbox.

According to ReturnPath, the experts in email marketing, only 79 percent of commercial emails land there. 

Now, I know what you're thinking.

"Seventy-nine percent? That's almost 80. That seems okay, right?"

Wrong.

If 79 percent of commercial emails do, in fact, land in the inbox, that means one in five do not. They're either sent straight to spam, or they're blocked entirely. But either way, one in every five emails will never be seen. And what if yours is that one?

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.

The greatest factors that determine whether an email will be placed in an inbox are:

  • Authentication – When an email service provider can confirm a sender is who they say they are, they become authenticated. If they aren't authenticated, their emails are more likely to be filtered as spam or rejected altogether. To see the most success, email marketers should set up authentication records for their sending domains. (Note: There are multiple layers of authentication that make you more trustworthy.)
  • Sending domain – Your domain is the most important part of your email address, because it helps establish your credibility. For example, when you receive the Brogan Weekly Recap, it comes from @brogan.com. However, if it came from @awesomeadvertisingagency.com, it would probably be cause for concern. Readers would likely assume it was spam and discard it. And more importantly, so would their spam filter.
  • IP address – Most email service providers give marketers an option. Do you want to send email on a shared IP or a dedicated IP? If you're sending emails from a dedicated IP address, it means you're the sole sender. If you're sending emails from a shared IP address, it means you're not. This choice is usually made by those who send both transactional and marketing emails, thus separating these very different kinds of content. It's beneficial, because transactional email is usually more imperative. It offers details about an order placed or a payment made, so it's important it reaches the inbox. By sharing the IP address, delivery of your transactional emails can't be affected by the sender score you've received for your marketing emails.

And last, but certainly not least:

  • Sender reputation – Your sender reputation is a score that determines whether your emails will reach your readers. With a high sender score, your emails most likely will land in inboxes. With a low sender score, your emails most likely will not.

What makes up a sender reputation, and how can you improve yours? Read our blog: Is your sender reputation keeping your emails out of inboxes?

Blog Category: 

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 - February 9, 2018

Did your favorites make the list? Adweek's top Super Bowl ads. As always, engagement is key. But many Super Bowl marketers forget about mobile. Again, let's talk about engagement. This time on Instagram.

DETAILS, Please

The 5 best ads of Super Bowl LII. All four Tide spots topped the list. Check out other hilarious spots from Amazon, the NFL and more.

Super Bowl marketers still struggle to think beyond the hashtag. Mobile means engagement. Kraft was on the right track, but most advertisers missed the mark.

How Leo Burnett uses Instagram to showcase its employees. A Day in the Life. For this agency, Instagram has served as a great recruiting tool and engagement opportunity among employees, alumni and others in the creative community.

Meanwhile, back at the RANCH

5 Super Bowl LLI ads everyone is talking about. From Justin Timberlake's "Bai, Bai, Bai" commercial from last year, to owning the halftime show last night, viewers were certainly in for an entertaining evening. What ads scored? Let's run a play-by-play.

Gen We is earning allowance - and saving it too. Allowance is still a thing but it's rarely a handout these days. Seventy percent of U.S. parents gave their kids an average weekly allowance in exchange for routine chores, like emptying the dishwasher and doing laundry.

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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Gen We is earning allowance - and saving it too.

Gen We is earning allowance - and saving it too.
Photo by Alexis Brown on Unsplash

Allowance is still a thing but it's rarely a handout these days, according to a recent RoosterMoney survey.

Seventy percent of U.S. parents gave their kids an average weekly allowance of $8.74 last year—$3.76/week for the average 4-year-old and $12.26 for 14-year-olds. This in exchange for routine chores, like emptying the dishwasher and doing laundry.

Not bad, but still quite a dip from the average $15/week reported in 2012. Maybe that's why kids are saving more, and planning ahead.

According to the research, Gen We saves about 43 percent of their allowance, earning and gifts. Meanwhile, their parents manage to sock away a scant. 5.4 percent.

Born between 1996 and 2016, Gen We talks and thinks about money differently and more openly than previous generations did at this age, according to Gartner Iconoculture research. They're also bringing tech-savviness and research expertise to all aspects of life, including entertaining, learning, shopping and transacting.

The way Gen We approaches spending and saving will upend just about every industry, but especially financial services. For more, consider three key insights from Gartner Iconoculture.

  1. Kids are thinking about and being included in family finances.

    When asked about household spending and budgeting, parents and their Gen We children generally agree that it's a family affair. Kids are curious about costs, want to be involved in spending decisions—large and small—and have a basic understanding of the household budget.

    Kids are thinking about and being included in family finances

  2. Every generation researches. Gen We research more.

    Every generation turns to multiple sources when researching purchases, but Gen We checks the greatest number of sources. Where do they go for advice, counsel, information and insights? They lean most heavily on friends and family, followed by consumer reviews, ads and articles. More than any other generation, they consult their social networks.

    Every generation researches. Gen We research more.

  3. Gen We prefer to research online, but will probably shop in-store.

    Gen We prefers shopping in-store more than Millennials, and prefers to research purchases in-store (vs. online) more than Millennials, Xers and even Boomers. So brands have to work every angle to connect, in-store and online. Personal service still matters, especially when the product or service is complicated, alien or expensive. When it comes to money and finance, tech is table stakes for these tech natives. Provide a personal guide to build confidence and trust.

    Gen We prefer to research online, but will probably shop in-store

Gen We is ripe with opportunity. Give them a savings account and they may save their allowance. Teach them to save and they may just build their future with you. For tips to work with Gen We, check out our blog: How banks and credit unions can connect with Gen We.

5 Super Bowl LII ads everyone is talking about.

5 Super Bowl LII ads everyone is talking about.

What a difference a year makes?

From Justin Timberlake's "Bai, Bai, Bai" commercial from last year, to owning the halftime show last night, viewers were certainly in for an entertaining evening.

What ads scored? Let's run a play-by-play.

The Feels.

Telling stories of humanity, healing and helping your fellow man, Verizon and Budweiser debuted ads that delivered heartfelt sentiments.

Verizon "Answering the Call."

Budweiser "Stand by You."

The Funnies.

Amazon doesn't have to dance now, they make money commercials. And after a one-year hiatus, Doritos came back and battled. Lip Sync battled that is. And if you don't know what that is, don't worry. Keegan-Michael Key will clue you in.

Amazon "Alexa Loses Her Voice"

Doritos Blaze vs. Mountain Dew Ice

Quicken Loans Rocket Mortage

The Fumbles.

Aside from the actual play last night, did any of the ads fumble? Tell us in the comments below. For more trends and insights, sign up for the Brogan Weekly Recap.

Weekly Recap - February 2, 2018

Sunday is Super Bowl Day. Check out these sneak peaks of some highly anticipated spots. Chris Pratt does yoga. Wendy's calls out McDonald's for frozen beef, again. And Alexa loses her voice.

DETAILS, Please

Michelob Ultra's second Super Bowl spot features champion athletes and Chris Pratt. You might think beer and fitness are mutually exclusive. Michelob Ultra thinks you're wrong.

Wendy's Super Bowl ad burns McDonald's. AKA the Frozen Arches. We're all familiar with Wendy's twitter beef, but Sunday's spot marks the first time the brand has called out its competitors through TV advertising.

Here's Amazon's 90 second Super Bowl spot. Seeing stars. From Cardi B to Gordon Ramsey, Amazon's ad is full of big names. And it's sure to be a Sunday favorite.

Meanwhile, back at the RANCH

Healthcare Checkup - January 2018. Bests. Trends. Buzzwords. January is always a time to look back and venture forward. From our best healthcare ad campaigns to delivery trends and beyond, take a peek at our healthcare insights. And don't miss the viral human trafficking video we created for Michigan State Police!

Giving Birth to New Ideas: Some tips for creative conception. Pretty much everyone who works in a creative field has gotten the question, "How do you come up with your ideas?" And a lot of times, our only answer is a shrug: "Beats me!" It's true that the creative process varies from person to person, but it's not as big of a mystery as some people think.

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.

Giving Birth to New Ideas: Some tips for creative conception.

Giving Birth to New Ideas: Some tips for creative conception

Pretty much everyone who works in a creative field has gotten the question, "How do you come up with your ideas?" And a lot of times, our only answer is a shrug: "Beats me!"

It's true that the creative process varies from person to person, but it's not as big of a mystery as some people think. Creating new ideas is a lot like giving birth (though somewhat less painful). And everybody knows how THAT works.

Step 1: Foreplay (Information Gathering)

Like foreplay, research is a step that many are tempted to skip. Why not go straight to the fun part, right? But taking the time to explore can pay off. In the case of advertising, getting all the information you need about the product or service you're marketing is critical. Who is the target audience of your product? What do they want? Who is the competition? How are we different and better? What is the history/climate of the industry? And most important of all: What do we want the target audience to do, and what do we want them to feel?

Step 2: Conception (The Working Stage)

Now it's time to get down to it. Look at the information you've gathered from different angles and attitudes. What has to happen for you to need this product? What happens after you have it or use it? If you're a visual person, sketch it out. If you're a word person, make lists of words associated with the product, the emotions associated with it, etc. Some loose concepts might begin to form, but they're still in the embryonic stage. Write down anything and everything that comes to mind.

Step 3: Gestation (The Waiting Game)

Once you've racked your brains for a while, it's a good idea to step back from the work and let it percolate in your subconscious. Work on something else and come back to it later. Or see if working in a new location provides new inspiration. Leaf through some advertising award books. Watch the commercials during the Super Bowl (instead of getting up for more chips).

Step 4: Labor (Labor)

Get back to work, and if you've done your homework, some good ideas should finally start to gel. Brainstorm with a partner using your embryonic ideas and your research.

Just like with real birth, the ideas might come quickly, or they may need to be pulled out, kicking and screaming, with metaphorical forceps. Unlike real labor, you may have to go back to step 2 and try conception all over again. But eventually, the little buggers will squirt out.

Step 5: Birth and Afterbirth (Refinement)

Now you refine the idea. You wordsmith it and design it and fuss over it. You share it with others for feedback, and you refine it some more. Then you wrap it all up in a blanket and show it off to the world.

Congratulations!

Now go do it all over again.

Blog Category: 

Healthcare Checkup - January 2018

Bests. Trends. Buzzwords. January is always a time to look back and venture forward. From our best healthcare ad campaigns to Healthcare Marketing Bingo to healthcare delivery trends and beyond, take a peek at our healthcare insights. And in honor of Human Trafficking Awareness Month, check out the new human trafficking video we created for our client, Michigan State Police. We couldn't be more thrilled it's gone viral!

VITAMIN B & P

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. Here's our Healthcare Marketing Bingo card to get you through the next required conference call, webinar or go-to-meeting.

Brogan's best ad campaigns of 2017. Together with our clients, we connected with consumers to help improve their lives and their communities. Check out some of our best work (no surprise it's mostly healthcare related!) for Henry Ford Health System, Michigan Department of Health & Human Services, Covenant HealthCare, Michigan Hospital Association, Delta Dental and Michigan Office of Highway Safety Planning.

Incentives for health: When it literally pays to get well. Employers want their workers to be healthier — they're more productive that way. Workers want to be healthy, too. But in the short term, when the donuts are calling and the treadmill is not, we all need a little bribe — er, incentive — to do the right thing.

MARKETING SUPPLEMENTS

New video educates service workers on human trafficking signs. With over 6.3 million views and 92,000 shares thusfar, this new video we created for our client, Michigan State Police, is getting attention throughout the world. See why and share it to join in the fight against human trafficking.

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

INDUSTRY PULSE

Four health systems band together to create generic drug company. Kudos to these leading health systems for taking matters into their own hands to lower generic drug costs across their 450 plus hospitals.

Ear to the ground: 5 healthcare delivery trends for 2018. Efficiency. Physician burnout. Convenience competition. Scope-of-practice. Community partnerships. Hear about top healthcare delivery issues from the new top guy at AMGA.

5 words and phrases we should ditch in 2018. "Disruptive." "Thought leader". What terms should you eliminate from your diction to "take it to the next level"? (oops, I'm "actually" culpable...)

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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