Medibank - MiHealth 24/7 Advice Line
Medibank's consumer research 2013 revealed a worrying insight that all Aussies knew but weren't keen on admitting – when it comes to getting health advice, we're taking the easy route.
Web MD, diagnose-me, mayoclinic.org... yeah, that article's probably written by a doctor right? I mean the username is steph_oscope83...
Talk to an expert you onion! You started with a cough and now you're two-and-a-half-thousand words into an article on transesophageal echocardiograms.
You get the idea.
Web MD, diagnose-me, mayoclinic.org... yeah, that article's probably written by a doctor right? I mean the username is steph_oscope83...
Talk to an expert you onion! You started with a cough and now you're two-and-a-half-thousand words into an article on transesophageal echocardiograms.
You get the idea.
To educate Aussies on the risks of looking for health advice in all the wrong places, Medibank turned to us to create awareness around the dangers of online misdiagnosis, and their solution – the 24/7 MiHealth Advice Line.
Our job was to amplify existing PR material via social media – utilising Facebook as a content hub for viewers looking to learn more.
The main challenge here was presenting the veritable onslaught of research data in an engaging way.
The main challenge here was presenting the veritable onslaught of research data in an engaging way.
First we appealed to our user's curiosity by presenting them with a knowing question; what's their first port of call when seeking medical advice? Users were then served up a custom infographic based on their answer along with a clever infographic video supported by VO from our spokesperson Mia Freedman.
Results:
Increased Medibank's Facebook fans by 50%
Increased Medibank's Facebook fans by 50%
19,000 video views in the first two months
Medibank's most successful social media campaign to date.
Medibank's most successful social media campaign to date.
