Omnichannel campaign for the Lviv-based chain of children’s polyclinics Veselka
Development and implementation of a new communication strategy with detailed tools
Prehistory
The WARTO communications agency has been working with the team of the Veselka children’s clinics in Lviv for almost a year now. Our cooperation began with the question “what to do?”: to continue working as children’s hospitals or to expand and introduce services for adults.
And over the months of cooperation, we not only found the answer to this question, but also developed and implemented a new brand communication strategy. We will tell you about everything in order.
Tasks
At the start of the cooperation, the Veselka chain of clinics was already known in the local market. Lviv residents characterized the chain as “good, but expensive”. Therefore, the key global task for the WARTO team was to maintain a positive brand image and to develop an understanding and justification of the cost of the clinic’s services.
Decision
Our specialists began with the development of a communication strategy, during the preparation and implementation of which we found answers to all the requests from the team of the clinic chain. The first stage was a sociological study in the format of an in-depth interview: we talked to current, former and potential clients of Veselka.
The study revealed a number of valuable insights:
- We did not find any truly “former” clients: there were people who had not visited the clinic for a long period of time, but this was due solely to the lack of need (i.e., for example, the child was not sick, and all the planned procedures had already been performed);
- The respondents gave an unequivocal answer as to whether adult services were needed at Veselka: They emphasized that it is more valuable and important for them to know that they are visiting doctors who specialize in pediatric medicine;
- Speaking about the value of Veselka doctors, respondents emphasized the following: high expertise, round-the-clock contact, specialization in children – and all these qualities formed the basis for justifying the cost in further communication.
After analyzing the results, we formulated a new positioning of the Veselki brand: “A network of children’s clinics where children are understood even before they start talking and where parents are supported when they don’t know what to do.”
Realization
Work with social networks
We changed our approach to social media, developed a content map, updated the visuals and tone of voice, and found points of two-way communication with the audience. One of these points was the section “A Doctor is Forever”, in which we interviewed doctors and told their true stories from their lives and work practices, introducing the audience to the top team of top doctors, increasing loyalty and increasing organic reach. Another stage of the social media campaign was a series of online broadcasts with doctors on Facebook. During the broadcast, the doctors answered questions from the audience that we had collected before the broadcast. This tool worked like a live conversation with a doctor in his or her office, which helped to form an understanding of what a real consultation with Veselka doctors looks like.
Work with bloggers
To further promote Veselka’s services, we implemented a blogging campaign involving 5 top local bloggers with the appropriate target audience and values. In the process of cooperation, it turned out that most of the selected bloggers are already real customers of the network, and therefore would talk about the services they use in real life.
Work with mass media
Throughout the cooperation, our team prepared monthly blogs of doctors, articles and news about the activities and services of the clinic network for publication. The media campaign was aimed at bringing doctors out of the specialized environment and into the mainstream media. The key value that we promoted in the materials was the basic health of children: by preserving basic health in childhood, we can contribute to the overall health of the nation. In all our materials, doctors relied exclusively on the arguments of evidence-based medicine.
Result
media coverage monthly
contacts on Facebook and Instagram
coverage of the blogger campaign