Health and Wellness > Consumer Products Promotion
RIGHT TO AN APPOINTMENT
BBDO CHILE, Santiago / RESERVO / 2020
Awards:
Overview
Credits
Overview
Background
Differences between public and private healthcare systems in Chile are brutal in almost every aspect; facilities, equipment, accommodation, attention, price and professionals availability. When noticed that 80% of the Chilean population is treated in the public healthcare system, as private is unaffordable, this difference became even more dramatic, since the public healthcare system isn’t only deficient but also saturated. In fact, today the lack of primary attention in the public system, is one of the ten biggest threats for world health. And in Chile, more than a million and half people have to wait for it on a delayed in years waiting list, regardless of how urgently they need it, and many times dying before receiving it. Based on that, our primary objective was contributing to reduce the national waiting list and delivering primary attention to the ones who need it the most.
Describe the strategy
To make it work, we needed it to be sustainable, and without a media budget, our strategic solution was not advertising, so we focused on a comms strategy that promotes word of mouth. First, we reach a few private doctors to present the idea and invite them to be part of the initiative and share it with other colleagues, so together we could increasingly strengthen and expand the offer to people.
With two medical centers, one private clinic and more than 30 healthcare professionals on board, we had someone credible, influential and most important real doctors to make some video capsules where they invite people to register on the platform and have access to a more prompt attention. We posted those on our facebook, twitter and youtube channel, and because of the relevance that this service had in the country, the launch of the platform was a complete success.
Describe the execution
To make it work, we needed it to be sustainable, and without a media budget, our strategic solution was not advertising, so we focused on a comms strategy that promotes word of mouth. First, we reach a few private doctors to present the idea and invite them to be part of the initiative and share it with other colleagues, so together we could increasingly strengthen and expand the offer to people.
With two medical centers, one private clinic and more than 30 healthcare professionals on board, we had someone credible, influential and most important real doctors to make some video capsules where they invite people to register on the platform and have access to a more prompt attention. We posted those on our facebook, twitter and youtube channel, and because of the relevance that this service had in the country, the launch of the platform was a complete success.
List the results
- A total of 126.000 medical appointments reallocated.
- 100.000 public healthcare system patients attended.
- Delivered primary attention to more than 6 times the amount of people that die in a waiting list in Chile. That equates to 64% of patients added per year waiting for a very much desired medical attention.
- We achieved $84 million chilean pesos of earned media nationwide, with a reach of 2.168.740 people and a $0 media investment.
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