How we helped our customer to engage patients, enrich their lives without being preachy and provided enduring and sustainable value using gamification and social media outreach.
This thoroughly engaging outreach was conceptualized by GenY Medium for a Canada’s largest diabetes and endocrinology care provider. The brand is dedicated to making diabetes care more comprehensive and accessible to anyone with the condition.
The brand wanted to enhance patient engagement by utilizing all possible outreach channels and through offline events. While offline activations such as workshops and awareness camps were driving good patient education and engagement, the brand wanted to try something which could be scaled on the digital channels.
The primary objectives of the campaign were to:
The campaign micro-targeted the following audiences:
Living with diabetes is not easy. Those living with the condition get advice from a variety of sources, which can get tiring after a point, making the patients react to another effort to impart any care-related inputs with boredom and disinterest, if not outright irritation. Preaching to patients rarely works. Could we make our endeavor of patient engagement enriching without being preachy?
We adopted a multi-pronged approach, scheduled to take off on ‘World Diabetes Day’ as the perfect time to create a campaign which drives conversations around managing diabetes effectively. Our campaign incorporated the following important components.
The #HealthyChoiceChallenge was a choice based quiz comprising 6 questions, challenging the participants to pick the healthier option between the two choices shown.
Social media posts and videos were created, directing our audience to the page to take the #HealthyChoiceChallenge. Participants could share their results/score on their social media profiles and invite their contacts to participate in the quiz.
The results were overwhelming. The campaign generated numerous conversations & debates on the brand’s social pages.
Briefly, the campaign delivered the following:
The results are explained in the below infographic.