Scanmed for students

Scanmed has been providing medical care to students of Polish universities for years. Our goal was to adapt the existing acquisition activities to the needs of digital. We designed and implemented a 360 campaign with the main goal of obtaining POZ declarations from students. We implemented the entire project during the second wave of the pandemic, when teaching-related restrictions and guidelines could change from day to day. Therefore, it was even more important than usual to monitor and optimize the actions taken in real time, as well as to prepare a number of alternative scenarios in case the classes were held in stationary, remote or hybrid mode.

Previously, the annual acquisition activities took place directly at the universities where students had the opportunity to fill out a traditional clinic choice declaration. However, due to the pandemic, most classes moved online which changed the rules of the game.

The lack of opportunity to personally and collectively meet with students and make them aware that submitting a POZ declaration should be crucial for them meant that we had to adapt almost all acquisition activities to the virtual world.

In order to effectively convince students, we focused on emotional and rational messages, which in a simple way explain why it is worth using Scanmed’s offer. In the first stage of the campaign, we made students aware that registering at a clinic and access to health care is as much a privilege as getting a student ID, which gives access to many privileges, or buying a monthly ticket, which entitles you to travel by public transport at half price. In the second stage, we focused on the benefits offered by Scanmed, such as the ability to contact a doctor remotely (online consultation) or the ability to receive prescriptions on the phone (e-prescriptions) as well as exemptions from classes (e-exemptions).

We prepared and implemented an integrated campaign that used a simple flashcard (checklist) to remind students what things they should take care of during the academic year. In the communication we used two parallel KV versions divided into 3 flights. The first campaign, dedicated to social media, showed students from their private, non-ideal side, and the messages accompanying the creation were more like “resolutions” and had a less formal and obvious nature. The second part was more conservative and focused on the formal benefits of choosing Scanmed care.

The campaign included, among others, SEM, Audience Profiling, Google Display Network and Facebook Audience Network. The actions were constantly monitored and optimized, and the creations prepared for the campaign were tested in order to identify the best converting ones. We used animations and static materials created on the basis of key visuals, which aimed to redirect traffic to the dedicated campaign landing page.