digital campaign for one of the largest medical service providers
More attention for a challenging but important topic. Clearly communicated without scaring people off.
client
Med360° is one of the largest medical service providers in Germany. With over 90 locations, the company offers a large network of specialists in various fields. This makes Med360° a point of contact for all patient concerns - from prevention to diagnostics and therapy. What all specialisms have in common is that Med360° uses state-of-the-art medical technology and the latest diagnostic procedures to offer its patients the best medical care.
task
One of these procedures is Thomosynthesis, an innovative and particularly reliable breast cancer diagnostic method. In contrast to traditional mammography, a 3D image of the breast is created, which shows the tissue layer by layer and without overlapping. This allows abnormalities to be identified much more quickly and precisely. The target group should now be sensitised to the topic of breast cancer and made aware of this innovative and reliable diagnostic method, 3D mammography.
raising awareness without scaring people off
Breast cancer is the most common cancer in women; statistically, one in eight women will develop the disease in the course of her life. Early detection is essential for gentle treatment and a good chance of recovery. This is an extremely important topic that very few women like to deal with.
The campaign presented us with two major challenges: we had to reach the target group as early as possible and arouse their interest without scaring them off. “Mammo statt Insta” manages the balancing act. Thanks to the reduced text-image icon, attention is drawn to the topic of breast cancer - without horror scenarios and scaremongering. We received the German Design Award in 2022 for this well-dosed communication.
reaching the target group where they are
Instagram was chosen as the main channel for the campaign. The aim was to sensitise women to the topic of breast cancer and to pick them up with an aesthetic approach, as they are used to from the platform. But the campaign goes one step further: points of contact should also be created and interest aroused in surgeries and on the way there. Posters in patient changing rooms and out-of-home posters close the gap between the digital and analogue worlds.
quickly understood, quickly to the appointment
All touchpoints of the campaign lead to the corresponding landing page. Here, women can find detailed information about the advantages of 3D mammography. Simply explained and clearly presented. Anyone who wants to take advantage of the benefits can make an appointment at a location near them without any detours.
In the context of the campaign, we have noticed a significant increase in interest in the topic of breast cancer screening. This means that even more patients can benefit from our improved diagnostic reliability.Patricia Haenisch, Head of Marketing, Med360° SE
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