Dobrobut Medical Network is one of the largest private healthcare networks in Ukraine. Although the brand is well recognized among the audience, most people associate it with primary care and pediatrics. At the same time, Dobrobut has a high level of highly specialized medical care and is engaged in solving complex clinical cases.
One of the challenges that added to the difficulties in developing our solution was the legal restrictions on the use of medical topics in communications. This includes the inability to use the image of a doctor and the preservation of patient confidentiality.
The campaign is based on real complicated cases of patients treated at Dobrobut and their recovery together with the medical team. We made a video based on the real story of a patient with a rare vascular anomaly. We distributed the short and long versions of the video on national TV and in digital.
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Another important part of the campaign is that the website is filled with complex stories of patients, their comments and comments of the doctors who were involved in the treatment process.
We published complex patient stories on Dobrobut's social media and placed posters with short descriptions of the stories in all the centers of the network.
