Hospidex intended to penetrate the market of quality measurement and movement solutions for both end users in home environment and professionals in hospitals, nursing homes, medical shops and pharmacies. But as a relatively small player in a big pharma-market, we needed to convince pharmacists to distribute our products in an indirect way, since media campaigns weren’t feasible.
We created a disruptive MarCom approach based on an integrated campaign around a slick ‘Move yourself’-theme towards both end users and the B2B market.
This resulted in a serious penetration at pharmacists and a significant increase in brand awareness. The ‘Beweeg & meet je-zelf?!-concept was picked up by the largest private health insurer that took over the concept and the accompanying movement motivationals for a campaign of its own members.
MSH - Hospidex
The concept was based on two pillars: a healthy, non-competitive and achievable movement (non-sport) mindset and the importance of measuring vital body parameters.
We created an integrated campaign, focused on raising awareness around both elements, which was infused by a serious fun factor. The heart of the campaign was a roadshow (beach summer tour – big sporting events – festivals - …) where a team of qualified physiotherapists introduced the simple healthy lifestyle concept, together with the devices, to the public.
