Product introduction travel vaccinations and holiday medication at home

Case

Thuisvaccinatie.nl

Product introduction travel vaccinations and holiday medication at home

Thuisvaccinatie.nl offers travel vaccines at home – given by certified doctors – that are in line with market practice. Also in the evening and the weekend. Required travel medication (malaria pills etc.) can be delivered at home thanks to the new collaboration with online pharmacy eFarma.

Thuisvaccinatie.nl wants to increase its brand awareness, emphasize the importance of vaccinating and eliminate misunderstandings about vaccinating. For example, many Dutch people think that they are saving money by not vaccinating, while in reality almost all health insurance companies are reimbursing vaccination costs.

Strategy & approach

In order to increase the brand awareness and the benefits of Thuisvaccinatie.nl on short term and to create a boost for the amount of vaccines at home, CommuniGate searched for a strong media mix with a short production time and an extensive reach. Online media, offline media and television were deployed to create vivacity around the theme vaccination (at home) and to create authority for Thuisvaccinatie.nl. In a time frame of three months, more than 3,5 million people have been reached.

01.

Target audience

  • Families with children

02.

Resources

  • Press releases for broad distribution
  • Press information around the theme ‘healthy on holiday’ that paid attention to a) the preparations (vaccinating) and b) practical tips during the holiday (how do you avoid gastrointestinal disturbances?)
  • 1:1 Contact with relevant journalists and bloggers about the benefits of Thuisvaccinatie.nl. Journalists can test the service itself.
  • Participation in our media workshop TravelPressentation to personally speak with the media

03.

Results

  • Prize drawl with the Telegraaf in print and online. Extensive article ‘Well prepared on holiday’ is published and 10 Family first aid kits are raffled
  • Exposure in almost all national and regional newspapers, special interest media and travel trade magazines.
  • Frequently recurring column in TravMagazine, the biggest travel magazine in the Netherlands, written by a doctor of Thuisvaccinatie.nl.

04.

TV Programs

TV item in RTL series ‘Wist je dat’ about the importance of vaccination and the customer friendly service of Thuisvaccinatie.nl

TV item in Lifestyle Xperience about the conveniences of vaccinations at home via Thuisvaccinatie.nl

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