Delta Dental of Michigan - Healthy Kids Dental
The Michigan Department of Health and Human Services, in partnership with Delta Dental of Michigan, initiated Healthy Kids Dental, a program to help improve the dental health of over 800,000 Medicaid-enrolled children across the state. In recent years, the program was expanded to include new counties and serve the entire state and as a result, many families were unaware of the program.
Leveraging a fun concept featuring the “Wisdom Tooth,” Brogan created a targeted multimedia campaign to raise awareness and increase utilization of Healthy Kids Dental. Media tactics included mobile media, social media across Facebook, Instagram and Twitter, print ads, and transit advertising. In addition, posters and take-one brochures were distributed to primary care and pediatrician’s offices as well as pharmacies throughout the state. Additional materials were provided to Healthy Kids Dental providers to educate eligible patients on the program and its benefits.
The mobile campaign received over nine million impressions and 67,000 clicks. The landing page launched in October, and in November there were almost 20,000 page visits.
Covenant HealthCare – VirtualCare
Covenant HealthCare asked Brogan to launch its new telehealth application for urgent care. Through this app, patients could visually consult a Covenant doctor or PA on their laptop, tablet or smartphone. Many among the target audience were not aware such an option even existed, and Covenant was first in the Great Lakes Bay Region to offer it.
Brogan started by giving the service a straightforward, descriptive name: VirtualCare. This was backed up by a quick online survey through our “Brogan Talks to Women” database, where it was the most preferred name. Then we created a creative campaign which demonstrated the app in use, on TV, radio, social media and more. A blog and eblast further helped educate the target audience on what telehealth is, and how it could benefit them.
In just the first 3 months after the launch, the campaign generated 4,756,816 impressions, an email open rate of 12.86% (well above the industry standard of 5%) and 550 downloads of the VirtualCare app.
Michigan Department of Health and Human Services
Focus groups revealed that teens did not see recreational drugs like marijuana as dangerous, and were unwilling to admit that marijuana use could lead to experimenting with other drugs. Nearly half of the respondents had used marijuana, and 94% knew someone who had tried it.
Brogan developed a creative campaign that focused not on health consequences of recreational drugs, but on the losses that could result: loss of a job, loss of college acceptance, loss of money and friends.
Media tactics included cross-screen video, cable, cinema advertising, Spotify, Pandora, Vevo, YouTube, and Mobile display. Brogan created a dramatic TV spot, “Hailey’s Story,” which dramatized the negative effects of recreational drugs on one young woman.
The campaign led to increased awareness among teens of how drugs could stand in the way of achieving their dreams. “Hailey’s Story” has been viewed over 426,000 times on YouTube.
Franciscan Alliance wanted to build awareness about the continuum of women’s health services that their hospitals offered. They came to Brogan to help them create a campaign that would emphasize their competitive differentiator: inspiring health for every woman.
Marketing to women is our niche, so after interviewing Franciscan Alliance clients and conducting additional research, we knew exactly what kind of message would resonate with this audience. As a faith-based health care system, Franciscan Alliance places a high value on the gift of life. Their belief that God created every individual to be special and unique is a key motivator to their excellent quality of care.
This differentiator inspired the “Perfectly Human” campaign, with the message that life isn’t perfect, and as a woman, you don’t have to be either; you are perfect just the way God made you. And Franciscan Alliance will be there throughout life’s journey. The campaign included TV, radio, interactive, print and outdoor ads.
The campaign was a success. In just two months, it increased visits to Franciscan Alliance’s women’s health landing page by 504% and new website users by 477%. Not to mention, it won kudos from industry peers for outstanding creativity with a Silver Service Industry Association Award.
ComForCare, an established provider of home health care, was faced with increased competition as many new providers entered the market. ComForCare needed a way to stand out from the crowd. They came to Brogan to help them develop a brand platform that communicated their core strengths and differentiated their brand from their competitors.
Working with ComForCare’s home office and some key franchisees, Brogan did research to articulate the ComForCare brand story. After conducting a competitive analysis, we interviewed and surveyed franchise owners from around the country, as well as ComForCare clients. Next we worked closely with the key franchisee brand advisory committee to develop a strategic marketing plan. Finally, we created a new logo, branding and promotional materials, and two TV spots. Since most of their competitors’ spots had a serious, even somber tone, we took a different tack: fun, lighthearted spots featuring elderly ComForcare patients with a lot of energy and personality.
At ComForCare’s annual meeting, attended by most of their franchisees, the new branding materials received a standing ovation.
Covenant HealthCare needed to update their website and refresh their brand message.
Covenant’s website was a critical resource for both current and potential patients—a place to find information, search for a physician, sign up for programs and more. Covenant wanted to draw people to the website and make it easier for everyone to use. With these goals in mind, we redesigned their entire website with a fresh, easy to navigate, responsive design, and did research and analysis to maximize SEO.
To refresh Covenant’s established brand message of “Extraordinary Care for Every Generation,” Brogan created a moving, emotional 2 minute video titled Extraordinary Anthem, a matching :90 TV spot for launch and several tagged :30 spots featuring surgical teams in Orthopaedics, da Vinci Robotic Surgery, Bariatrics and Neurosurgery. To make the most of Covenant’s budget, we also created a “donut” video. In this video, interchangeable segments can be inserted into the “donut hole,” to feature a variety of different physicians and specialty areas. This versatile library of brand advertising can be re-edited over the next several years.
Covenant significantly increased brand awareness metrics in Overall Quality, Best Image/Reputation, and Ad Recall, with increases of several percentage points in each category, solidifying its leadership position. As the call to action, the website received a traffic increase of 25% in the first year, with 3500 online physician video views, far exceeding goals.
The campaign won 6 awards, including 2 Aster Awards, 2 Gold Addy Awards, a Silver Healthcare Marketing Award and a Summit Creative Award.
Michigan Department of Health and Human Services
According to the CDC, Michigan is the fifth heaviest state in the nation, with 67% of its adult population overweight or obese. This costs the state billions in medical costs each year. The Michigan Department of Community Health asked us to create a comprehensive multimedia campaign to encourage Michigan residents to lose weight. Our research led us to recommend a weight loss goal of 10% of body weight—a goal that, though modest and unintimidating, would significantly improve risk factors for chronic illnesses like diabetes and heart disease.
The overall campaign, called MI Healthier Tomorrow, focused on brand engagement and was integrated across multiple channels. Promoting through television, radio and more, we asked Michigan residents to sign a pledge to lose 10% on a specially designed microsite. We sent them a starter kit full of helpful tips, a shopping guide, coupons and free gifts. We engaged them with a dedicated Facebook page, inspirational and educational text messages and emails. In addition, we formed a wide-array of community partnerships to support their efforts. McDonald's, the Michigan Association of Broadcasters, Compuware, Quicken Loans, Huntington Bank, William Beaumont Hospital, the YMCA, Meijer and others partnered with us to broaden the reach of this critical effort to improve the health of our state.
To date, more than 32,000 Michigan residents have taken the pledge, most receiving starter kits and regular emails. Many have connected on Facebook to offer each other additional support and encouragement. Most importantly, Michigan has dropped from the 5th fattest state to the 11th fattest state.
HAP Midwest Health Plan
Healthy Michigan Plan
The state established the Healthy Michigan Plan to help underserved hourly workers afford health insurance, many for the first time. This created a huge opportunity for Health Plans throughout the state, but also a challenge: since the same plan is offered by so many companies, how can you attract customers to your version? We were hired by HAP Midwest Health Plan to market their Healthy Michigan Plan to prospective members.
The Michigan Department of Community Health (another Brogan client) was already marketing the Healthy Michigan Plan to hourly workers eligible for the plan (see that case study). Since HAP was already a well-known and trusted provider in the state, the key task was to make the target audience aware that HAP Midwest Health Plan offered the Healthy Michigan Plan they were already hearing about from the MDCH.
Brogan developed a marketing strategy to reach the target audience and created print ads, outdoor boards, interactive ads, radio spots and more, introducing them to HAP Midwest Health Plan Healthy Michigan Plan. We leveraged HAP’s branding elements, paired with straightforward messages letting these workers know that now, they too could afford health insurance from a helpful, trusted resource like HAP Midwest Health Plan.
The campaign was a resounding success: Actual enrollment numbers exceeded client goals by over 20%.
A collaboration between the Scleroderma Foundation, Scleroderma Research Foundation and the Scleroderma Society of Canada
Scleroderma is a hard word to say, but it’s an even harder disease to live with. In North America, three major organizations strive to raise awareness, but millions of people know nothing about it. In 2014, the organizations saw an opportunity to partner together for the first time to promote the cause on a bigger stage, and they called Brogan & Partners to create their campaign.
To increase awareness of scleroderma—an autoimmune disease that has no known cause or cure—we knew education had to be a critical element of the campaign. With that, we pitched the idea of a strong call to action throughout Scleroderma Awareness Month: taking a pledge to tell at least one person about the disease. We cross promoted on the partners’ Facebook and Twitter channels, as well as a digital billboard in Times Square—on which our messaging was displayed for 738 hours that month. The pledge lived on a microsite we created, and it has since been signed by more than 1,400 supporters.
In 2015, we took the campaign to the next level—incorporating an influencer program, in which 12 bloggers shared their personal scleroderma stories with the world. Our efforts on social media continued, this time incorporating photos of scleroderma patients into our designs, as well as an infographic citing some of the most important information about the disease. All elements in the most recent campaign brought the partners more than 1,500 fans, more than 10,000 website views and more than three million campaign impressions—all in just 30 days.
North Carolina Department of Health and Human Services – Immunization Branch
The state wanted to increase the number of North Carolinians getting vaccinated against the flu. With a limited budget and only two months to complete the project, Brogan & Partners got to work.
Since research shows that women make most of the health care decisions for their families, we targeted moms with a television spot that featured schoolchildren. The spot showed a group of kids singing to the tune of “Old Smoky,” with lyrics about their less-than-antiseptic habits (“I had to sneeze then, and somebody coughed… it was okay, though, ‘cause I wiped the germs off.”) The spot served as a reminder of how easily the flu virus can spread—and how critical the flu vaccination is to protect your family. A series of three print ads emphasized the message, showing more easy ways the flu virus could be passed on.
“Old Fluey” won a merit award in the Healthcare Advertising Awards.
St. John Health
St. John Health, a nine-hospital health system, needed a strong, unifying brand. The hospital needed a greater emotional connection to its audience and an increased brand differentiation to set them apart in the extremely competitive Southeastern Michigan marketplace.
We promoted positive awareness of St. John Health and their dedication to treat the whole person: body, mind and spirit. Our poignant TV and radio spots made listeners cry, but it also made them call—along with increased physician referral volumes, we significantly increased web/call center traffic. But the best results of this campaign was that it saved at least one life we know for sure. The powerful TV commercial inspired Brogan Managing Partner, Ellyn Davidson, to do a self exam which led to her early detection of breast cancer. She is now a proud survivor.
Michigan Department of Health and Human Services
As gambling continued to become more available in the state, the Michigan Department of Community Health was looking for a way to reach people with potential gambling problems. MDCH wanted to offer confidential, 24-hour counseling support for those who gamble more than they can afford to lose.
We created a dramatic and emotional campaign that included television, print and interactive rich media. Our expandable rich media alone generated more than 1.2 million impressions in less than six months and an average expansion rate of 6.44%, considerably higher than the industry average of 1.6%.