Weekly Recap - October 20, 2017

No need to leave the app. Facebook now has an “Order Food” option. You might’ve guessed it – Snapchat is the number one social media app in teens’ eyes. People from 194 countries participated in this game of “would you rather.” 9GAG used their responses to bust myths about Millennials in their black paper. New data alert! Nielsen will now measure and publicly share Netflix ratings data.

DETAILS, Please

You can now order food on Facebook without leaving the app. Delivery just got even easier. Facebook tests an “Order Food” feature on both desktop and mobile.

Snapchat is teens’ favorite social app. Snapchat continues to gain popularity among teens despite copycat features from Facebook and Instagram. Check out other teen favorites from this annual “Taking Stock With Teens” report.

What Millennials value most in their lives, careers and personal tech. In two weeks, 9GAG’s survey received nearly 135,000 responses. This “would you rather” questionnaire can tell marketers more about Millennials than you might expect.

Nielsen will share ratings for Netflix shows. Netflix isn’t thrilled about it, but the rest of us have wanted to see this data for years. Nielsen will expand the offering to Hulu and Amazon next year.

Meanwhile, back at the RANCH

How dentists can build business with content, counsel. People aren't just researching health-related issues; they're making decisions about their healthcare services and products because of online brand content.

At-home DNA kits help consumers take control of their health. Did you know you were Scottish? Or Western Asian? Or that you have a third cousin who lives just a couple of towns away? Well, now you might–all thanks to the DNA kit boom.

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."

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How dentists can build business with content, counsel.

How dentists can build business with content, counsel.

Many consumers now consult the internet to find information on health issues before consulting a medical professional. As a result, online content is becoming the gateway to consumer engagement for healthcare brands. People aren't just researching health-related issues; they're making decisions about their healthcare services and products because of online brand content.

Consider oral care. There are several opportunities along the consumer journey to attract and convert new patients. So get your online house in order.

Anticipate search

Many American consumers just don't prioritize oral care. Older adults are less likely to get regular checkups. About 20 percent of adults age 75 older haven't seen a dentist in the past five years, according to the American Dental Association. And 30-50 percent of consumers don't bother to brush twice daily (Racked.com, April 20, 2017). When it comes to flossing, Americans would rather wash dishes or clean the toilet than thread waxed string between their molars.  

So what's a modern day dentist to do? Post online content that anticipates their issues and symptoms to prompt consideration. Use facts about the connection between lacking oral hygiene and other physical issues to create engaging content that leaves an impact and leads people to take action. Further, providing resources on how and where consumers can take preventative measures can increase brand awareness and effective messaging.

You listen to patients all day. Chronicle their questions and ask staff to do the same. Then build content around common troubles, challenges and conditions that your patients are struggling with.

Educate

You're the expert. The framed degree in the waiting room testifies to as much. Don't wait for your patients to visit to share your knowledge. Post information regularly to help patients care for their teeth and gums. Draw on experience to tell stories that help build relevancy and motivate action.

Show you're up on the latest trends by sharing news and insights of the oral care community. What do you think about the coconut-oil pulling fad? Have thoughts on the Quip, the brush-subscription service that prompts patients to change their brush-heads regularly? Talk about it.

Provide helpful content to current patients. Keep them on a regular checkup schedule, discuss risk factors, and offer oral health tips, even cosmetic.

Provide options

Even underserved and older patients willing to see a dentist can't always afford to do so. Medicare doesn't cover routine dental care, while Medicaid doesn't require states to provide dental care to low-income adults. And while nursing homes are required to do dental screenings and provide residents with oral hygiene, dentists say that in practice that doesn't always happen.

Be a genuine advocate for oral care. Talk about Medicaid benefits, provide links, and share information about discounted dental services, programs or other opportunities for people with little or no coverage. Content that can make a positive, healthier difference in people's lives is sure to engage consumers, and reflect well on your brand.

For ideas to connect, check our work with Delta Dental Michigan to promote Healthy Kids Dental, a program for Medicaid-enrolled children.

Weekly Recap - October 13, 2017

#Sponsored? The FTC wants disclosures on paid content from social media influencers. All your favorite apps are coming together. Snapchat partners with other big names to give us more location information. Now that’s customer service! Watch brand calls thousands of customers to personally apologize. Is Amazon’s ad business threatening Facebook and Google? Research from Catalyst suggests it might be.

DETAILS, Please

What marketers should know about the FTC’s crackdown on influencer-driven social media. Some influencers aren’t happy with these requirements. Check out the FTC’s recommended hashtags for paid content.

Snapchat Context Cards will bring a lot more information to snaps. Swipe up for more. The social media giant teamed up with other big brands, including TripAdvisor, Lyft and OpenTable, to bring about this new feature.

This brand is calling 17,819 customers to personally apologize. It may be a publicity stunt, but it’s still good customer service. Here’s why Filippo Loreti is calling so many of its customers.

63 percent of Amazon advertisers plan to increase spending over the next year. Amazon’s shopper data could be too good to pass up. More brands are planning to up their Amazon advertising budgets than their Google and Facebook advertising budgets.

Meanwhile, back at the RANCH

Bars now serving virtual reality to attract Millennials. VR is popping up across markets from healthcare to travel. Now it’s creeping into nightlife as clubs and bars attempt to attract a waning Millennial market.

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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Wendy's gets real. Twitter goes wild. And sales?

Sass is subjective. We know authenticity connects, but how straight fire must our posts be to win the hearts of our consumers? Do we write with a loud voice at the risk of upsetting our audience? And at the end of the day, does it even matter? Can sass increase profits?

Exhibit A: Wendy’s bites back.

Wendy’s has a history of playful confrontation (Where’s the beef?). More recently, the fast-food brand used its Twitter account to respond to an unruly customer in early 2017. Their response went viral.

Wendy’s identifies its Twitter voice as a “challenger with charm,” keeping a cool head while not shying away from honesty. When they broke away from the formal PR strategy, consumers ate it up. Instead of friendly jabs at the competition, this brand is taking jabs at consumers.

The outcome

After the first tweet, the fire burned for the next few days as consumers wanted to talk to this new, sassy Wendy.

Image result for wendy's sassy tweets

However, the streak ran for less than a week before Wendy’s Twitter returned to status quo. In this spike, 95 percent of activity came from replying to users. People wanted to interact with a brand, and that’s a beautiful thing.

This isn’t the first audacious act toward consumers. People seem to prefer the humanized voice of Wendy’s, and other brands that dish out ‘real talk.’ Screenshots of customer/brand exchanges could end up on everyone’s Twitter feed, or blogs like ours.

Salt is in the air, but how are the sales? Terrible, actually.

The full report details an almost $100 million drop in Wendy’s revenue from 2016. While this has less to do with tweets and more with fewer company-owned resturants, it proves that cheeky personas aren’t able to save a business. The company has been going through a rough patch as other resturants, like Taco Bell and Subway, take the lead in sales.

What’s next

Why didn’t this work? Well, it’s hard to see a real difference if you only change your strategy for a few days. Over time, the continued sass could lead to a buildup in sales, or maybe none at all. We wouldn’t know, since this tactic is so new for Wendys. Is it even possible on Twitter, where trends come and go so fast no one would be interested in an attitude for that long? Could be.

By April, the company had switched up tactics again. The tag #nuggsforcarter went viral after a young teen went on a mission to get 18 million retweets to win free nuggets for a year.

Like before, this could be a game chagner. Perhaps that is the ultimate creative strategy of Wendy’s: listening. In these instances, they have shifted to pushing for dialogue, rather than pushing messages. How will it reflect in the net quarter? Time will tell.

As of now, things seem to be business as usual for the company. If you want some snide comments from Wendy’s, you’re about six months too late. Yet that doesn’t mean they stopped the sly jokes altogether.

So, what’s this mean for your business? A bit of attitude may not drive up profits, but it may ramp up your brand engagement. If you’re considering adding some spice to your social, go for it. Keep it light and have some fun. You might just grab your two days of fame.

Weekly Recap - June 2, 2017

Raise your hand if you’d like more people checking out your content. Take a look around. You’re in good company. Every Marketer is looking for that prospect juice. You may find insight in these seven tips, complements of Search Engine Journal. Need a little creative pick-me-up? Look no further than this collection of May’s best. Think you’re mom’s favorite? Sorry, Instagram. Try harder.

DETAILS, Please

8 of the top marketing challenges marketers face today [new data]. And more importantly, what to do about them.

7 tricks no one told you about content promotion. No company wants to be less popular. Get more clicks with some tips on promotion.

10 of the best ads from May: Hot dogs, rhinos, and an accidental viral hit. Learn from the best, from Play-Doh to Sweden.

More than 90 percent of U.S. moms have a social media account. You can never have enough data!

Meanwhile, back at the RANCH

A healthcare marketer’s cheat sheet: What to advertise, and when. We know all about winter flu season, Heart Month and World Health Day, but what about other “seasons” that healthcare marketers could capitalize on?

THE Topic of conversation

Communicating with Visuals - Visual communication. 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."

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When agency work feels more like a mission.

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Making a difference.

It’s a powerful motivator. Positive change is the primary goal of most of our clients—whether encouraging healthier behaviors, job growth, financial literacy, sustainable communities, and more. It’s the kind of work that feels more like a mission than a job.

Like our recent work with Reading Works, a Detroit-based nonprofit dedicated to improving adult literacy. Reading Works collaborates with community impact partners like Focus Hope and Southwest Solutions to teach adults to read so that they can enjoy a better life and greater opportunities.

The cause is critically important.  One in three adults in Metro Detroit reads below a sixth grade level—twice as bad as the national average. The problem of low literacy is even worse in Detroit where it impacts 40 percent of adults.

Adult illiteracy casts a long shadow. Children of low-literacy parents are 87 percent more likely to be growing up in poverty. When adults learn to read well, it’s life changing. Increased adult literacy corresponds to decreased poverty, decreased crime, reduced overall health care burden, increased child literacy, long-term economic growth and increased per-capita income.

Moreover, improving adult literacy is key to Detroit’s revival. A great workforce, robust neighborhoods and confident children succeeding in the classroom depend on it.

Still, adult illiteracy is overshadowed by other causes. And most people aren’t aware of the magnitude of the problem, according to a recent informal Brogan Talks to Women survey. Nor are they familiar with Reading Works.

  • 40 percent are surprised to learn that one in three adults in Detroit read below sixth grade level.
  • 12 percent have heard of Reading Works.

But people are ready to lean in and learn more. They’re especially interested in its impact on poverty, job skills, crime and community revitalization. Of the 133 respondents surveyed:

  • 96 percent agree or strongly agree that adult literacy is “critical to addressing employment, education…healthcare, citizenship, incarceration and neighborhood revitalization.”
  • 89 percent are compelled by the fact that children of low literacy adults are far more likely to grow up in poverty.
  • 87 percent are motivated by the statement “adults who achieve reading proficiency qualify for better jobs that can move their children and families out of poverty.”

These insights helped inform our creative strategy to bolster awareness and spark action, beginning with a short video to frame the issue. The video was launched earlier this month as part of Reading Works’ bid to win up to $100,000 from A Community Thrives.

Take a look and let us know your thoughts. (And vote for Reading Works through May 12, 2017.) We’ll be reshaping this creative for other channels to connect with volunteers and donors. For more of our social marketing work, visit our portfolio.

African Americans and banks: It's complicated.

African Americans and banks: It's complicated.

Unbanked.

It’s how financial institutions refer to consumers who have no checking or savings account. Those who have an account and interact with payday lenders and other alternative financial services are called “underbanked.”

There’s lots of research connecting unbanked and underbanked to poverty. In other words, consumers with stronger financial institution relationships are generally more financially secure. This because they have access to affordable credit, savings products and resources.

At least a quarter of American households are unbanked or underbanked, according to the Federal Deposit Insurance Corporation. And nearly half of African American households are unbanked or underbanked.

Why the disparity? According to CEB Iconoculture research, the primary factors are access, assets and attitudes.

Access, assets and attitudes.

Bank branches are generally less convenient to African American consumers (MagnifyMoney Research on Bank Branch Presentation, February 2016). There are 40.6 bank branches for every 100,000 people who live in majority white counties in the U.S., compared to 32 branches located in majority African American counties.

Then there’s the issue of wealth. African American families on average have less household income with which to work. A study released this year by Demos found that African American two-parent families have half the wealth of white single parents. Specifically,

  • The median two-parent black family had $16,000 in wealth.
  • The median single-parent white family had $35,800 in wealth (two-parent white families had $161,300).

These factors and more prompt African American consumers to be more likely to manage their personal finances with little or no outside help, according to CEB Iconoculture research. When asked why they prefer a DIY approach, African American respondents were more likely to point to the following reasons than the total survey audience:

  • My finances are simple (41 percent of African American respondents agreed versus 34 percent of all respondents.)
  • I don’t have much money to manage (35 percent of African American respondents versus 25 percent of all respondents.)
  • I can’t afford personal financial services (24 percent of African American respondents versus 19 percent of all respondents

Three ways banks and credit unions can help the unbanked and underbanked.

How can banks and credit unions connect to the underserved market? Flip the challenges and follow consumer values.

  1. Promote mobile banking. Mobile banking can help underserved consumers gain more access to financial services, according to an FDIC study. In addition to added convenience, mobile banking can give consumers greater control over finances. Alerts and tracking tools make it easier to avoid fees and track finances. First banks and credit unions must convince consumers that it’s safe to open an account online, which has thus far proven challenging.
     
  2. Become a trusted advisor. Trust is the foundation of every healthy relationship and imperative when money is involved. When it comes to financial services, African Americans consumers have practical expectations, according to CEB Iconoculture research. They are: do a good job managing my money, provide transparency, security and stick to the products and services that I need. Finally, demonstrate success.
     
  3. Accentuate the positive. The values most positively differentiated for African Americans compared to all U.S. consumers can provide important insights. They are belief, individuality, ambition and growth—ostensibly individual achievement and growth. African American Millennials tend to be more optimistic than their peers, according to a study by Richards/Lema and the University of Texas, Stan Richards School of Advertising and Public Relations.

Sign up for the free Brogan Marketing Statement for quarterly news and insights about financial services marketing.

Weekly Recap - March 24, 2017

Let’s talk social. Advertisers are investing more on social platforms. Millennials want socially responsible brands. And consumers are becoming more conscious of their social presence. Meanwhile, Instagram is making its platform better suited for shoppers. Let’s dive in.

DETAILS, please

Advertisers investing more in Facebook. Over the next 12 months, close to two-thirds of brands’ plan to increase their investment to the social platform.

Millennials driving brands to practice socially responsible marketing. How are Millennials going to collectively spend that $30 trillion?

A better shopping experience on Instagram. Discovery has been part of the Instagram experience from the beginning.

Meanwhile back at the RANCH

Social media users are scaling back: What this means for your brand. Today, consumers are becoming increasingly more aware, careful and sensitive to their own and other’s social presence.

Grocers are poised for Facebook greatness. Some brands struggle to find purpose on social media. Grocers aren’t among them.

THE Topic of conversation

Visual communication. 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."

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Flu season driving you nuts? There's an app for that: #UberForHealth.

Flu season driving you nuts? There's an app for that: #UberForHealth.

UberX. UberXL. BLACK. SUV. UberHEALTH? 

Yes, you read that correctly. UberHEALTH.

On October 25, the ride-sharing enterprise advertised their new promotional effort, #UberForHealth.

When users in participating cities opened the app between 11am and 3pm, Uber’s temporary “HEALTH” option could be selected in attempt to stay well this season. The campaign was designed to deliver flu care packages and flu shots for up to five individuals from a registered nurse through Passport Health, for free. No tricks, no gimmicks, just the tap of a button.

If you are a firm believer in the expression “good things come in threes” this marketing tactic probably appeals to you– free Uber, free care package, and last but certainly not least, free flu shots.

Although the shot is optional, Uber hopes their promotion will encourage users to take control of their health, along with keeping the health of others in mind. As reported by Uber, each year the flu affects 20 percent of the population and receiving the flu shot reduces the risk of passing your germs by 50-60 percent. Uber’s overall goal may be to spread buzz from person to person about the convenient transportation business, but UberHEALTH aspires to do the opposite for viruses and prevent illnesses from circulating.

How this helps Uber.

2016 is not Uber’s first rodeo testing out UberHEALTH. However, unlike last year, everything is free – and to be quite frank, everyone loves free. Uber’s pilot campaign presents users and non-users an incentive to try Uber for reasons other than convenient traveling.  

Even though Uber is merely getting their feet wet in the healthcare pool, we can’t help but wonder what is next? Will they tap into unlimited delivery services? Take over the world? (okay maybe not that far, but you get the idea).

Whatever the next big thing may be, the innovative campaign supports the multibillion dollar company in breaking out of the traditional “Uber box” and encourages more brainstorming on how Uber could ultimately be used. More uses = More business.

How this helps the healthcare industry.  

It’s no secret hospitals are on top of the latest technology in their facilities, but campaigns like UberHealth force innovation outside the hospital walls as well.

Although it may not be ideal to bring the nurse to the patient in every situation, hospitals are taking the idea of convenience integration and running with it. MedStar Health can be seen as a prime example when their partnership with Uber was announced in January 2016  in hopes of helping patients with transportation to and from appointments. According to research provided by BMC Health Services Research, with every patient that does not show up to an appointment, a health organization loses money.

Keeping that in mind, incorporating concepts like transportation services is not only beneficial to the patient, it is also one small step towards the future for healthcare industries.

How this helps you.

Now more than ever, the hours in the day seem to be disappearing and to-do lists are growing. Busy mom, hard-working Millennial, stay-at-home parent, regardless of who you are, everyone strives to master the art of fitting it all in. This year, Uber helped individuals scratch the flu shot off those long lists.

The ride hauling company has been mainly used for getting from point A to point B, but did you ever think to use Uber to receive your seasonal flu shot? Chances are, probably not. For current Uber users and non-users alike, no matter the success of UberHealth, this may possibly encourage you to find new ways to utilize the service for your benefit, even when you never thought you could.

According to DMR research, more than eight million people are consistent Uber users and two billion rides and counting have been taken. With figures like that, it is no wonder why Uber is constantly trying to find new ways to help customers get “more for their ride.” Uber Eats, Uber’s Vote campaign, and Dogs of Uber are models for how Uber is expanding for their own business, but more importantly, for you.

UberHEALTH + Healthcare + You.

Although information has not been released on how successful the pilot campaign has been this year, one thing appears to be evident; innovation is surely in the air – and it appears to be beneficial to all.

Don’t fret – if you missed the chance to try UberHEALTH, there is always next year to give them a “shot” (and they’ll be sure to give you one too!).

For more on healthcare marketing trends, sign up for our monthly edition of the Brogan Healthcare Checkup.

Starbucks' holiday red cup is back and cheerier than ever.

Starbucks' holiday red cup is back and cheerier than ever.

For the past few weeks, customers have been teased with messaging on boxes in stores that said “no peeking.” While some designs were leaked, Starbucks has kept a tight lid on this year’s design. Or shall we say designs. For the first time ever, the Starbucks holiday red cups feature designs created by customers.

In a tweet posted early Nov. 10, Starbucks revealed that “last year, we made the red cups,” but customers “made them the holidays.”

While there was much to say about last year’s design, Starbucks found customers were “using their red holiday cups as a canvas,” to create truly inspiring and intricate designs. Taking note, Starbucks hosted the #RedCupContest on Instagram. Within the first few days of the promotion, Starbucks received thousands of submissions from several countries.

The Starbucks team had the artists send in their cups to be evaluated for future production. Which brings us to this year’s designs. From nature inspired themes like magnolia branches, snowy landscapes and winter scenes to whimsical graphics that capture the magic of the holidays, this year’s cups are truly inspiring and all about the consumer.

Have you gotten a red cup yet? Let us know in the comments below, what your favorite design is.

Weekly Recap - November 4, 2016

Let’s take a poll…are you prepared for Black Friday shopping? A. Yes. B. No. C. I’m still eating leftover Halloween candy. Don’t fret, Mashable has four things every customer should know, well in advance. And if you think you’re going to post your post-Thanksgiving shopping experience to Vine, think again. Twitter announced last week that it is shutting down the six-second looping video platform. Where’s a Viner to go? Snapchat apparently. Take a look.

DETAILS, please

How to use Twitter Polls to engage your audience: 13 examples from real brands. It’s been a year since Twitter polls became an option. And HubSpot wants to know, “Are there any brands out there that are really using Twitter Polls well?

4 things you need to know about Black Friday. Many of the deals are legitimate bargains, but others are nothing more than ordinary sales wrapped in shiny packaging. How can you tell the difference? Let’s look.

With the closure of Vine, Snapchat may see an influx of creators. Lack of innovation? Challenges with monetization? Let’s face it, it was a combination. RIP Vine.

Meanwhile back at the RANCH

It's no tricks and all treats from Facebook this year! Facebook released limited-edition Halloween reactions to help you get into the holiday spirit. 

Microsoft's Surface Studio: A world of pure imagination. Last week, the multinational technology company announced the debut of their first-ever desktop computer. And it was epic.

Rethink Breast Cancer makes it easy to show you care. The young women’s breast cancer movement has created thoughtful Give-A-Care products that help friends diagnosed with breast cancer get through the tough time ahead.

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.”

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Weekly Recap - October 28, 2016

Is your brand authentic? Does it have the right tone? Social Times has a few pointers. Meanwhile HubSpot presents a list of brands that are peppering their content marketing strategy with empathy. And have you noticed video views on Snapchat are down? The platform put a stop to autoplay and marketers aren’t thrilled. See here.

DETAILS, please

How to build an authentic brand with a remarkable voice. The difference between success and failure could well depend on how well you tailor your message to the right people.

9 examples of empathic content marketing in action. Not sure what that looks like? Let's walk through nine brands that nail empathetic content marketing in multiple mediums.

Snapchat stops autoplay. View counts have dropped by an average of 15 percent. What does this mean for your brand?

Meanwhile back at the RANCH

Introducing the Zocdoc “Unsick Day.” As part of their preventative healthcare campaign, Zocdoc, the healthcare scheduling service, has proposed Unsick Day to allow employees a day off each year to attend routine doctor and dental appointments.

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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  • 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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