Healthcare Checkup - October 2018

Healthcare Checkup

Unable to make it to SHSMD this year? No worries with our top takeaways. From socially responsible flu shots to socially acceptable breastfeeding pods to all "natural"(?) LaCroix, and more, read our Healthcare Checkup to stay in the know.

Vitamin B & P

9 key takeaways from SHSMD Connections Conference 2018. Learn why you should do more of what makes you happy, love math like you love creative, googlize your website, and more from these key SHSMD conference takeaways.

Flu season ahead: Why it's socially responsible to get your flu shot. Fall is in the air, and unfortunately, so is the flu. While it's beneficial for your personal wellbeing to get your flu shot this year, it's also become somewhat of a social responsibility to do so.

Marketing Supplements

6 SEO best practices every blog should have. Google. It serves our every search. Indulges our every inquiry. And even follows us where we go (on the internet, of course). Get the quick tips on 6 SEO best practices.

5 ways marketers can stand out on Instagram. So you have a brand Instagram account... but is your creative engaging and are you utilizing all the platform features? Here are five ways your brand can stand out on Instagram.

Industry Pulse

10 things you need to know for Breast Cancer Awareness Month. HemOnc Today has compiled a list of 10 updates on topics impacting people with breast cancer, including breast reconstruction, financial toxicity and treatment.

Breastfeeding pods now trending at sports stadiums. And in honor of Breast Cancer Awareness Month, learn about this new lactation station trend popping up in sports spaces for breastfeeding fans.

Amid lawsuit, LaCroix defends its ‘natural' labeling. Whether legal allegations that the beloved sparkling water is tainted with insecticides and other harmful substances, the brand image of LaCroix has been forever tainted with the harmful rhetoric.

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,

Should Weight Watchers market to teens?

Should Weight Watchers market to teens?

It's no secret that America has a weight problem. More than one third of adults have obesity, and nearly one in five kids are grossly overweight. So, what's wrong with Weight Watchers marketing to teens?

Earlier this year, the weight loss leader announced plans to give free diet help to teens (ages 13 to 17). The company has been thus far light on details, but pledged to work closely with experts.

"Our goal is to help those who need healthy habits to develop them at this critical life-stage," Weight Watchers said in a press release. "We think there's a real opportunity to make an impact on a problem that is not currently being addressed effectively."

The American Academy of Pediatrics initially praised the plan — predicated on parental support and participation — while others have mounted stiff opposition, including the National Eating Disorders Association (NEDA). NEDA tweeted disapproval, emphasizing the link between dieting and eating disorders.

Health advocates like Melainie Rogers, founder of the Balance Eating Disorder Treatment Center, warned about the particular harms and inefficacy of dieting as a teen. Balance sponsored the hashtag #WakeUpWeightWatchers, which accompanied many consumer cries.

Weight Watchers responded, asserting that the program will help teens learn healthy habits for life and is predicated on parental support.

Kids and parents misperceive weight problems. It's a problem.

Most overweight kids don't see themselves as having a weight problem, according to Centers for Disease Control research. Approximately 81 percent of overweight boys and 71 percent of overweight girls believe they are about the right weight. The same holds true for kids on the higher end of the spectrum: Half of obese boys, and one third of obese girls, believe they're the right weight.

Parents also misperceive their children's weight, previous studies have shown. And when both parents and child believe an overweight child is "fine as is," it becomes harder for families to make healthy lifestyle changes.

Public programs have attempted to curb youth obesity and promote healthy eating for decades. Michelle Obama elevated the problem of childhood obesity to presidential proportions with the launch of the first lady's "Let's Move" campaign. The initiative promoted exercise and healthy eating habits.

Months after the campaign's start, the White House Task Force on Childhood Obesity released a report that included a list of 70 recommendations of actions with the goal of lowering the childhood obesity rate down to just 5 percent by 2030.

These programs and their predecessors (remember the Food Pyramid and Presidential Fitness?), also have their share of critics — most who object to any form of "nanny state."

Meanwhile, the U.S. weight industry is $66 billion and growing. Should the diet market be allowed to stretch into middle schools?

What do you think? Should Weight Watchers be welcome to target teens? Should states take on greater responsibility? Or, should child obesity be left between parents and their children?

Weekly Recap - April 6, 2018

What do the Girl Scouts of the USA and North Face have in common? Both have teamed up for equal representation of women. Speaking of teams, are you team Dunkin' Donuts or Starbucks? One of these brands has better social engagement. Another defining characteristic of a successful brand – mobile. And according to Gen Z, a filter isn't just for Instagram.

DETAILS, Please

The North Face aims to "Move Mountains." More adventurous, brave, boundary-breaking women need to be featured in advertising and social media campaigns. Check out the ways the brand is taking its new campaign to heart.

What Dunkin' Donuts can learn from Starbucks' social strategy. Some coffee lovers adore Dunkin' Donuts, others prefer Starbucks. On the social engagement side, however, a clear winner emerges.

2018 State of Digital Advertising. Adobe's analysis of 183 billion website visits, 12 billion video views, 150 billion emails, and 1,000 consumers says that most marketers think their ads are relevant. Most consumers disagree.

Marketing to Gen Z: What everyone over the age of 30 ought to know. If you want to reach Gen Z, you're going to have to rethink some of your marketing strategies.

Meanwhile, back at the RANCH

First ad agency to test "AdBot" automated marketing tool, will scale back to a 2-day work week. Brogan has been chosen as the first U.S. test agency for AdBot, an automated marketing service that utilizes artificial intelligence to essentially clone a creative team.

Cryptocurrency: what marketers should know. Bitcoin. Ethereum. Ripple. No, these aren't random words, they're cryptocurrencies. And here are six brands that are already engaging with them.

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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Weekly Recap - March 30, 2018

Brand loyalty would be a simple feat were it not for fickle consumers and evolving tastes. Just ask a restaurant chain. AR will be the death of brick and mortar retail. Or its resurrection? Handy search hacks to help you get all the answers. Patients missing appointments? Cue Uber Health.

DETAILS, Please

Four critical factors that drive brand loyalty for casual dining restaurants. Brand loyalty is coveted by all marketers, and even more challenging to attain in the restaurant space that's often subject to wavering consumer tastes. The time is now for brands to re-evaluate retention strategies for today's consumers.

How to ride the mobile AR wave in 2018. The time is ripe for app developers to jump into AR with both feet. Take a look at the ways you could get the most out of AR, and how it could transform everyday experiences.

How to search on Google: 31 Google advanced search tips. Looking for answers fast? Look no further. Here's an overview of some of the most useful Google search tricks.

Meanwhile, back at the RANCH

Healthcare Checkup – March 2018. Touchpoint Analysis, virtual hospitals, and at-home testing keep healthcare accessibility at the forefront. March Madness and influencer marketing insight. Topped off by endearing children hospital videos – led by their biggest stars.

Docs help patients keep appointments with Uber Health. Physicians lose billions annually because of missed appointments. Patients miss out on much more. Check out how Uber Health is bridging the gap to improve healthcare access.

THE Topic of conversation

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

SHARING is CARING

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Weekly Recap - January 19, 2018

It wasn't a secret. Organic reach has been down for years. Uncharted territory. How much personal data is too much when developing creative? 2 weeks until game time. Checkout this Super Bowl Ad Tracker for insights into the big day.

DETAILS, Please

Facebook's News Feed announcement shouldn't have caught anyone off guard. Another algorithm adjustment. Facebook surprises many by announcing that the News Feed will favor posts from friends and family over those from publishers.

Where is the line between creepy and creative in advertising? Personal data is helping create some funny ads. But how will consumers react?

Super Bowl LII Ad Tracker: All about the big game's 2018 commercials. Whether you're a sports fan or an advertising fan, here's some info about the ads you're sure to see on February 4th.

Meanwhile, back at the RANCH

New video educates service workers on human trafficking signs. Viral Video Alert! This Brogan video has been viewed more than 3.5 million times on Facebook. If you haven't seen it already, be sure to check it out! Because when you know what to look for, you can help bring an end to human trafficking.

How to write a successful subject line: 11 tips for email marketers. Subject lines are seen first but should be written last. The next time you're writing a branded email, think about these simple tips.

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.

New video educates services workers on human trafficking signs.

Human trafficking. It's a form of modern-day slavery and an abominable crime that's happening closer than you think. Like maybe right in your community. Which is why our client, Michigan State Police (MSP), asked us to create a short video to educate service and utility workers on the signs of human trafficking.

The goal is to empower front-line workers in fields such as cable TV, energy, and pest control, who are actually in people's homes and neighborhoods, to take notice and call the National Human Trafficking Resource Center hotline, if something looks amiss. But our first objective is to get these critical folks to take notice of our messaging. Take a couple minutes to view the arresting video to see how we accomplish this.

Featuring many actual service workers, this video will be provided as an orientation and training tool to companies and organizations across Michigan and beyond, to help save those who are being victimized. And help put an end to human trafficking. What did you think? "Do I have your attention?"

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."

SHARING is CARING

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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."

SHARING is CARING

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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."

SHARING is CARING

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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.

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Results. Strategic insights that deliver more "aha" moments. Creative that makes an emotional connection. Account service that creates happy clients. And metrics that move your business forward. We guarantee you'll be delighted.