Staying healthy became even more important during the pandemic, and Medonet focused on that interest for a campaign to build user engagement.
Medonet is an Ringier Axel Springer property and the leader of providing the latest information on preventive healthcare and medicine in Poland. For its new initiative, the Medonet team created the National Test for Poles Health.
Building a universal health questionnaire
The goal of the National Test for Poles Health campaign was to emphasise the need for preventative healthcare. The campaign encouraged users to fill out a health questionnaire and request personalised health recommendations. Medonet believed that by providing a simple interactive health self-assessment tool, it could encourage periodic health check-ups and build more preventive healthcare habits.
Medonet’s team partnered with medical and health experts to build the questionnaire. Once completed, the tool provided users with a Health Index that showed how well they were caring for their health, along with personalised recommendations for changes and actions they could take to live an even healthier lifestyle.
Promoting the campaign
The campaign was promoted through content marketing on preventative healthcare topics in the form of articles, infographics, videos, radio commercials, and printed media. It was also marketed through display and video advertising throughout Ringier Axel Springer Group media.
The National Test for Poles Health used a strong “check your health” call-to-action to motivate people to take the first step in taking better care of their health. Medonet believed many Poles might need a trigger to examine their health and lifestyles, and this campaign provided that in the form of an interactive, easy-to-use assessment tool combined with expert health advice.
The campaign was successful at raising awareness of preventative healthcare amongst Poles and providing important, individual recommendations.
The initiative reached more than 2 million people, and more than 400,000 filled out the questionnaire. Users each spent an average of 25 minutes filling out the assessment to obtain their Health Index and personal recommendations, and it boasted a completion rate of approximately half of those who started it.
The goal of increasing engagement on Medonet pages was also fulfilled, as the campaign engaged users at 12.5 times the usual rate. It also gave the company a large database of user information that was voluntarily provided.
These results allowed the Medonet team to mine and analyse the data provided, then share it with healthcare providers who could help. The tool can be customised and scaled to serve any market in the future.