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

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

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

Did you also know?

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

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

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

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

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

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

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

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

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

Therein lies the opportunity for marketers.

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

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

Weekly Recap - June 15, 2018

There's something to be said about a fast follower. Just ask Instagram. Father's Day is drawing near. The ads everywhere should have told you. Why are dads offended?  Embracing new technologies could mean the difference between riding the wave of disruption or drowning in its wake. Millennials are not feeling Snapchat's redesign. How does Gen We understand creativity? And what can brands do?

DETAILS, Please

Instagram is proof shameless copying pays off. The best way to beat your biggest competitor is to straight-up copy them. That may go against everything they teach you in business school, but that's the lesson we can draw from the past two years Instagram has spent relentlessly copying Snapchat.

Fathers are tired of seeing doofus dads in advertising. With Father's Day approaching, there's currently an abundance of ads showing us what American fathers want most. It's important that brands avoid becoming lazy with their portrayals of fathers, and instead remain socially relevant and realistic.

4 technologies to take your retail marketing efforts off the beaten path. Since convenience factors like shipping are weighing heavily in consumer purchasing decisions, bold investments in what's known as digital transformation are becoming commonplace in retail, where remaining stagnant amidst disruption is almost certainly fatal.

Millennials and celebs to Snapchat: Your redesign sucks. Data suggests the app's new layout has erased over two years' worth of positive feelings among Millennials.

Meanwhile, back at the RANCH

Gen We and the redefinition of creativity. When you hear the word creativity, what do you think? Art, drama, music, creative writing, etc.? Gen We would like everyone to know that while these are creative vehicles, they are not the only ones.

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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Gen We and the redefinition of creativity.

Gen We and the redefinition of creativity.

When you hear the word creativity, what do you think? Art, drama, music, creative writing, etc.? Gen We would like everyone to know that while these are creative vehicles, they are not the only ones.

At the May 2018 Iconosphere conference, one of the speakers addressed the audience, asking them to think about the possibilities one has with an egg. You can do so much with an egg – you can scramble an egg, hard boil an egg, make a spinach frittata, throw the egg, make an egg hair mask, paint the egg and so on. The possibilities are limitless. And that is what Gen We is experiencing.

Why? Let's look at the generational values at play. Compared to Millennials, values such as learning, discovery and enjoyment all moved up in ranking by double digits. In addition, compared to older generations, Gen We ranks the values ambition (up +48), fun (up +22), beauty (up +38) and purpose (up +34).

Let's look at the generational values at play

How does Gen We understand creativity?

  1. Everything's creative. Traditionally, it is understood that drama, music, art, etc. is creative. However, this has extended into playing video games, board games, beauty/makeup, reading, baking. And goes even further to include social media, sports, relationships and more.
  2. Anything's a canvas. It's not just actual canvases being a canvas for creativity, but Instagram, posters at marches and rallies, how you ask someone to prom, heck even your prom dress (did you see aspiring designer Shami Oshun's prom dress?). Bottom line, anything is a canvas.
  3. It is all about the process. So, show what's behind the curtain. One Gen We noted, “Even if the final product doesn't turn out the way I wanted it to, I still really enjoy the actual process.” The creative process is different for everyone. There are ups and downs, collaborations and solo work. Sometimes, the final product changes drastically along the way. Gen We want to emphasize everything that is creative – even the process it takes.

What can brands do?

  • Believe and acknowledge everything is creative.
  • Blend digital and real-life examples.
  • Show the creative process. The good and the bad.

Brands getting it right?

Adidas – Calling all Creators

Dropbox – The world needs your creative energy

Microsoft – Artificial Intelligence ft. Common

Need more on Iconosphere insights? Read: 6 insights marketers should now from Iconosphere 2018.

Weekly Recap - June 8, 2018

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

DETAILS, Please

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

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

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

Meanwhile, back at the RANCH

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

THE Topic of conversation

Authenticity. Discover which brands are getting real and how to market authenticity across genders, generations and ethnic groups. Download our free whitepaper "3 Rules to Creating an Authentic Brand."

SHARING is CARING

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Everything's mobile, so why are more shoppers using computers?

Picture of a consumer shopping online by Pixnio.com.

More people are shopping online. And people who shop online are shifting more purchases online. This surprises no one.

What was once clandestine consumption, is now smiling at us from the Amazon Prime boxes that pepper every other porch on the block. It's piled high in apartment complex mailrooms, demanding more square footage. It's the personal shoppers bullying their wide-load grocery carts through the store to fill your order before you arrive at curb side pickup.

According to an NPR/Marist poll, nearly two-thirds of U.S. consumers and 92 percent of online shoppers say they've purchased something on Amazon. They shop online for the convenience ("You can shop anytime day or night"), for the ease ("It's easier to find the item you are looking for"), for the selection, for the solitude ("You can avoid lines and people") and for other reasons big ("It's cheaper") and small ("Recommendations by the online retailer are available").

Again, not terribly surprising. But what is surprising is how consumers are opting to shop online. Retailers take note. That oft-featured money shot of a busy-yet-perfectly coifed and lipsticked businesswoman/wife/mom reaching for her phone to place an online order that will heroically save her from traffic/lines/people, is trending weary. Cue the desktop and tablets.

A growing number of North Americans are using a computer rather than phone to shop online. According to a recent Forrester study, e-commerce sales grew 14 percent between 2016 and 2018. But during the same period, the volume of e-purchases made with a mobile device, as a percentage of all e-commerce sales, dropped from 43 percent to 36 percent. The percentage using their phone to make a purchase at least weekly fell from 21 percent to 16 percent.

Participants who preferred to use a computer to shop online cited ease of shopping (51 percent), being "more used to their computer" (46 percent) and mobile screens being too small (30 percent), according to research by Gartner Iconoculture.

It's not an age thing. Yes, Boomers and Matures appreciate larger screens but so does Gen We. At least a third of Gen We students studied typically use computers, often tablets, to shop online.

Said Forrester vice president and principal analyst Sucharita Kodali, "There are few ‘no PC' households in the U.S. And we don't anticipate that changing as young children are becoming accustomed to larger — not smaller! — screens."

These studies emphasize the importance of always thinking cross-screen to ensure the optimum consumer experience. This is especially true in the retail space where retargeting can be used to follow consumers across devices and compel purchase.

Weekly Recap - June 1, 2018

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

DETAILS, Please

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

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

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

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

Meanwhile, back at the RANCH

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

THE Topic of conversation

Millennials. Discover who Millennials are, why it's important to market to them, and how you can increase brand loyalty and engagement. Download our free whitepaper "8 Rules of Marketing to Millennials."

SHARING is CARING

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Weekly Recap - May 25, 2018

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

DETAILS, Please

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

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

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

Meanwhile, back at the RANCH

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

THE Topic of conversation

Instagram. Learn how your business can use Instagram to build brand awareness and increase engagement. Download our free whitepaper "Why your business should be marketing on Instagram."

SHARING is CARING

Like what you see? Share the Brogan Recap.

Why more brands want their own sales holiday.

Why more brands want their own sales holiday.

Black Friday was the first sales holiday. Its popularity came to hasten many a family Thanksgiving, with guests trading second helpings to camp out at Best Buy.

Online commerce later gave us Cyber Monday, the sales holiday for those who want their holiday sales and pumpkin pie too. In a way, they complete each other.

Black Friday appeals to the old school, brick and mortar consumer who enjoys the kind of instant gratification that only comes with shopping bags and the smug superiority of being "done" with Christmas shopping. It's a tradition fueled by FOMO, scarcity and competition.

Cyber Monday shoppers never really cared much for Black Friday—the lines, the parking lots, the crowds. But they missed the deals that Black Friday shoppers wouldn't let them forget. For them, Cyber Monday is the ultimate shopping experience—bargain hunting in their Barcaloungers.

Then American Express had a thought. What's good for big box retailers and online giants isn't necessarily great for small business. So in 2010 the credit card company created Small Business Saturday, wedging it in between Black Friday and Cyber Monday. (Because what's good for all retail is generally good for American Express.)

The giving season is typically a prime time for nonprofits too. In addition to feeling especially generous, savvy consumers round up their tax deductions and give to their favorite charities. Nonprofits often time their annual appeals between Thanksgiving and Christmas for this reason.

Leveraging the power of branding, the 92Y launched Giving Tuesday in 2012 to promote charitable giving. So clever; Giving Tuesday is ideal for shoppers feeling both generous and guilty after a weekend of excess consumption. Giving Tuesday generated $200 million in charitable donations in 2017, $20 million more than in 2016 (TheAtlantic.com, Nov. 28, 2017).

Could Prime Day launch a thousand sales holidays?

Inspired by China's Alibaba Singles' Day, Amazon created Prime Day in 2015. Think Black Friday with an admission price. The online shopping event is reserved for those with an active Amazon Prime subscription. The exclusivity hook has proved profitable; Prime Day was the biggest single-day shopping event in the company's history (Pymnts.com, April 19, 2018). Amazon also uses anticipation to entice shoppers. All we know about this year's event is that it will happen in July.

Copycats wasted no time lining up in Prime's wake. Walmart goes head-to-head against its biggest rival by matching Amazon Prime's prices; Best Buy entered the mix with Big Deals Day and Macy's now promotes an annual "Black Friday in July."

The latest brand made shopping holiday? Way Day, a 24-hour sales event from home-furnishings supplier Wayfair. Launched just after Tax Day in April 2018, it featured new deals every six hours offering savings of as much as 70 percent off retail prices.

Sales holidays aren't just for big retailers. Detroit's Eastern Market has been hosting Flower Day since 1967, using some of the very same marketing tactics employed to promote Black Friday, Small Business Saturday and Giving Tuesday. Here's how:

Tradition: Flower Day has become a holiday for serious and casual gardeners alike. Shoppers come in pairs, generations and coffee clutches. It's a given, a plan that is assumed with details finalized on Mother's Day. It marks the beginning of spring and the growing season, harkening back to our agricultural roots.

FOMO: Social media has been kind to events like Flower Day. Friends post plans for days and weeks in advance, sharing photos and memories of Flower Day's past. They make plans to meet up at Supino's or a favorite honey vendor. No one wants to miss out.

Thrift and exclusivity: Detroit Eastern Market knows its Flower Day audience well. Consider this post: "The earlier you arrive, the fresher the flowers; the later you visit; the better the deals." Some shoppers come for the exclusive flower varieties; others for the savings.

Anticipation: Detroit Eastern Market begins promoting Flower Day weeks in advance, featuring video and images of popular growers, tips to navigate the sheds, parking ideas and how to get the best deals. They invite followers to share memories, plans and advice to get the most out of the event.

Does your brand need a sales holiday?

Click surfing may benefit your retail brand. Learn how.

Weekly Recap - May 18, 2018

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

DETAILS, Please

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

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

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

Meanwhile, back at the RANCH

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

THE Topic of conversation

Communicating with visuals. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

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Weekly Recap - May 11, 2018

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

DETAILS, Please

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

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

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

Meanwhile, back at the RANCH

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

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

THE Topic of conversation

Authenticity. Discover which brands are getting real and how to market authenticity across genders, generations and ethnic groups. Download our free whitepaper "3 Rules to Creating an Authentic Brand."

SHARING is CARING

Like what you see? Share the Brogan Recap.

6 insights marketers should know from Iconosphere 2018.

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

Brands like Chanel, Kraft Foods Inc., Microsoft and many more, as well as agency partners and researchers were all in attendance to gain further market insight. From healthcare to finance, big tech to experiential marketing, generational behaviors to consumer outlook; a lot was covered and a lot was learned.

In case you missed it, here are six things marketers should know for 2018:

  1. Consumers are feeling disconnected. In a recent CEB Iconoculture survey, it was found that 69 percent of consumers believe that the political and social climate is worse today than it was before the 2016 election, more than 1 in 4 consumers feel disconnected with the world they live in, and 59 percent of Americans believe this is the lowest point in our nation's history that they can remember. That said, consumers are placing higher value on secure comfort and their striving pursuits.

  2. Google is our god. Google knows everything. When you're worried about health. Finances. When you're about to get engaged. Buy a house. Buy that dress. Or even change jobs. Google knows what you're doing. So, if you're not marketing on Google, perhaps you should start.

  3. Culture is not up for grabs. With recent campaigns appropriating and not appreciating the cultures they are deriving inspiration from, multicultural consumers are taking note and no longer engaging with the brands.

  4. Creativity is getting a facelift. Gen We is redefining what it means to be creative. This digitally native and diverse cohort is telling anyone who's willing to listen that everything is creative (sports, music, relationships, art, social media, writing, video games), anything is a canvas (both on and offline) and it is all about the creative process, not necessarily the end product.

  5. Consumers have a wandering eye. Yes, some are loyal. But, they cheat on brands in order to better understand themselves. They experiment with new products and new brands and services to learn new facts about themselves. Looking for a loyal consumer? It's all about the consumer mindset and their involvement level with specific products. The higher the involvement, the more loyal they are.

  6. Experiential marketing is all about interactivity, not KPIs. Consumers' attention span went from 12 seconds to a mere eight seconds in the past few years. They're desensitized to media and they're overloaded. Looking to get back into their attention span? Try experiential marketing. But keep in mind, there are no standard KPIs to track this approach. It is all about the consumer and their interactivity with the branded experience. A successful campaign would include:

    • Sensory engagement – how to isolate and engage different senses
    • Accessibility – how many people participate in the experience itself
    • Novelty – how your brand is being new while also authentic
    • Shareability – the way the brand facilitates sharing before and after the event
    • Tech satisfaction – what new tech trends are assisting your customer
    • Local relevance – how to highlight specificity

Interested in how last year stacked up? Indulge in a refresher and check out the top six takeaways from Iconosphere 2017.

4 key takeaways from the MSHPM conference.

4 key takeaways from the MSHPM conference

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

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

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

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

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