THANK YOU FOR SUBSCRIBING
Weekly Brief
Be first to read the latest tech news, Industry Leader's Insights, and CIO interviews of medium and large enterprises exclusively from Healthcare Tech Outlook
Dan Cobb, CEO, Daniel Brian AdvertisingThis change raised the bar in marketing success metrics. Brand awareness is no longer a sufficient measurement of success. Consumer advocacy is the new indicator of brand health. If a brand can win consumer preference by building emotional connections, its best advertising will come from its consumers, who will passionately promote and truly co-create the brand. Trademarking the term, ‘irrational advocacy,’ Daniel Brian Advertising employs emotional intelligence into this new form of patient relationship marketing for its clients.
New data indicates there is merit to DBA’s approach. In fact, a Forrester Research study on 4436 U.S. online adults, reports that for current customers, half of the brand engagement was attributed to emotion, and for non-customers, it was 75 percent. Building a study around irrational advocacy and applying it to healthcare is Daniel Brian Advertising (DBA), a data-driven marketing agency specializing in healthcare. “To drive emotional engagement with patients, DBA offers consulting on every touchpoint of the brand experience, specializing in patient referral and advertising,” states Dan Cobb, the CEO of Daniel Brian Advertising.
Analyzing the patient journey, DBA builds empathy maps to understand each touchpoint with the healthcare provider, starting with advertising, media, social media, and uniquely focusing on the patient experience. This way, DBA enables healthcare providers to be more personalized and helps them emotionally engage with patients, multiply patient referrals, combat aggressive competition, increase revenue consistently, while creating a more positive and healthy environment for patients.
DBA offers consulting on every touchpoint of the brand experience, specializing in patient referral and advertising
The agency also works with the discharge communications with patients and deploys enabling technologies to ensure the patients stay compliant to their care plan, improving their health, and reducing readmissions.
“Our team has rich work experience on both the client-side and the agency side of healthcare marketing,” says Cobb. The resulting familiarity with their clients’ requirements, empowers DBA with the unique ability to create and deliver impactful marketing strategies. The agency caters to all sizes of physicians and medical practices, hospitals, and health systems. DBA offers them a powerful combination of breakthrough local digital marketing, health system and hospital advertising experience, and integrated creative solutions that deploy emotional intelligence.
DBA’s consultant level expertise can also provide monthly reports of the analytics, which include relationship scores, net promoter scores, and a composite score that includes actual advocacy tracked by social media and shares. These show the results of DBA’s advertising and helps create true ROI for the client. “We have reduced the cost per acquisition of a new patient from thousands of dollars down to below $50 per patient,” says Cobb.
DBA encourages their clients to deploy enabling technologies such as online pharmacy, physician referral, and more that automate patient management. The agency launched a system, pharmacy advantage for Henry Ford Health System in Detroit that caters to needs previously outsourced to local retail, Walgreens drugstore, CVS or Rite Aid. The system offers a reminder app to help patients remember to take their medication, which reduces readmissions and patient cost, significantly.
Setting DBA apart from their compeers, are their customer data platforms whereby they track client data in terms of views on the advertising to the number of appointments and follow-ups. The agency continues to learn more about patient personas comprising firstly the younger audience interested in healthcare; secondly, those searching for a referral, position, or medication; and thirdly, the chronic patients. DBA also understands those patients who already have an ongoing relationship with the system to which they have been referred. The agency continues to strive with a belief in ‘better brands for a better human condition.’
Company
Daniel Brian Advertising
Management
Dan Cobb, CEO, Daniel Brian Advertising
Description
Daniel Brian Advertising (DBA) is a data-driven marketing agency specializing in healthcare. Trademarking the term, ‘irrational advocacy,’ DBA employs emotional intelligence into their patient relationship marketing for clients. The agency offers clients a powerful combination of breakthrough local digital marketing, health system and hospital advertising experience, and integrated creative solutions that deploy emotional intelligence. DBA’s team has rich work experience on both the client-side and the agency side of healthcare marketing, which empowers DBA to create and deliver impactful marketing strategies. The agency caters to all sizes of physicians and medical practices, hospitals, and health systems
Daniel Brian Advertising News
Daniel Brian Advertising (DBA) Wins Netty Award for “Chick-Fil A: A Story of Raving Fans” Social Media Campaign
DETROIT, MI - Daniel Brian Advertising (DBA), one of the leading digital advertising agencies in the country, is the proud recipient of a 2023 Netty Award for its social engagement strategy and innovative toolset for Chick-Fil A operators to engage with communities and customers titled, “Chick-Fil A: A Story of Raving Fans.”
This campaign represents a pioneering achievement in the realm of Social Media for Restaurants. DBA has successfully devised a systematic approach to curating in-store events that, when implemented by any operator, not only captivate kids and families but also contribute to their well-being and extend the impact beyond the restaurant setting, enriching their lives in a meaningful manner.
DBA's efforts with Chick-fil-A have garnered them a prestigious award. The Agency's contribution includes the creation of numerous events, accompanied by comprehensive guidelines for executing these events in an exceptional manner. Furthermore, DBA has provided ready-to-use digital toolkits and assets to facilitate the implementation process. The DBA platform served as a centralized source of expertise, where operators could access insights not only from Chick-fil-A corporate but also from fellow operators, sharing their successful strategies from various local markets.
“Building a brand in social media is not about what a brand says, but what it does,” said DBA CEO and Founder Daniel Cobb. “So, we worked with Chick-fil-A to do something remarkable. Instead of making kids meal toys that promote the latest Disney movie release, we packed kids meals with object lessons for children.”
Children's meals featured "Surprise It Forward" gift cards, enabling kids to select a friend, family member, or loved one as the recipient. The campaign also encompassed in-store events aimed at strengthening family and customer connections, such as events like Daddy Daughter Date Night and Stuffed Animal Sleepover, among others. These initiatives, including promotions and events, were conveniently provided in a readily accessible toolkit, accessible to Chick-Fil-A operators and franchisees across various markets.
The Netty Awards serve as a platform for recognizing accomplishments in the digital realm, applauding leading companies and trailblazing figures across more than 100 distinct categories. This event establishes a standard of excellence and underscores the imaginative, innovative, and technical capabilities demonstrated by the award recipients.
Winners of the Netty Awards are chosen based on a range of criteria including creativity, technical expertise, innovation, and overall excellence in their respective domains.