A humorous take on doctor’s visits, or how we changed the image of medical facilities
The aim of the campaign was to draw Poles’ attention to the need to take care of their health and raise awareness of the problem of “finding” excuses to postpone visits to specialists. To achieve this, Cyrek Digital prepared a series of short video spots that humorously addressed topics related to visits to the doctor, approaches to diseases at various stages, and complexes associated with medical examinations.
Get more sales and customers
thanks to marketing activities from Cyrek Digital
Challenges
Quality of implementation – one of the challenges was to achieve a high level of implementation in terms of content, legal aspects, and execution.
Humorous context – it was also difficult to find an effective way to interest the audience in the topic of preventive healthcare while maintaining a humorous tone.
Maintaining interest – keeping the audience’s attention throughout both a single episode and the entire campaign.
Legal restrictions – when creating the materials, we had to bear in mind that advertising medical facilities and medical services is restricted by law.
Low health awareness – another challenge was that Poles do not want to hear about the need to get tested and ignore health recommendations, which results in low health awareness.
Budget constraints – finding the right partners within the set budget.
Understanding the concerns of the audience – this required specialists to conduct in-depth research and analyze available market studies and surveys on the concerns of Poles.
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Development of film scripts – we created scripts for video materials that humorously captured the essence of the problem identified when developing the assumptions for the social campaign.
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Cooperation with subcontractors – during the preparation and implementation of recording days.
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Post-production – included editing and sound recording of video materials.
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Conducting advertising activities on Meta, TikTok, and Google Ads channels.
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Distribution of press releases concerning the campaign on behalf of the client.
Detailed description of implementation
A series of image-building activities carried out in cooperation with the AD HOC group was aimed at drawing attention to the POLMED brand. Our means to this end was to create a series of short humorous videos addressing topics related to visits to the doctor, attitudes toward various diseases, and complexes associated with medical examinations.
The activities were part of a positive brand image building campaign, which was to be associated with a happy life. The communication used humor, which gave it a better chance of reaching the audience and standing out from the competition, which was conducting quite similar activities.
The 12 episodes of the campaign addressed issues such as:
fear of diagnosis and the belief that if we do not know about the disease, its effects do not concern us,
body image issues and the shame that Poles feel when visiting the doctor,
self-diagnosis via the Internet and “do-it-yourself” treatment,
fears related to the doctor’s assessment of lifestyle and lack of trust in their experience,
