10 general practitioners on a concept marketing campaign
A software organisation in healthcare wants to re-introduce themselves to their primary users, doctors, in a video marketing campaign.
But before they start shooting the video - they checked the high level concept with 10 GPs in two 5hellos sessions. And they received enough input to make a 180 degree shift, for the better.
While the content of the campaign was mostly clear, two 5hellos sessions showed that the campaign wouldn’t needed improvement beyond the content.
30 minutes, let's go!
Guided by a 3-minute survey that showed the storyline of the video campaign, our sessions manager Sophie led 2 sessions to find out how the GP's perceived the concept of the marketing campaign.
What followed was a lively discussion, showing points of improvement within the campaign and confusion about the campaign: “The software works well and is trustworthy. But why is this campaign needed? I want to be connected to others working with this software to make my work easier.”
Although the campaign was deemed clear and comprehensive, the panelists showed that this campaign would not specifically contribute to their personal success. It would not ease their way of working and hence there was a debate on its relevance. Based on the conversation, Sophie and the rest of our team worked on a report with multiple improvements to implement. The most prominent improvement is related to the relevance to the target audience, with plenty of ideas to make this happen.
To the drawing table
In two 30 minute sessions, the software company gained a new perspective on their marketing campaign and they conducted 5 concept-defining improvements before going into shooting the campaign.
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Sophie on behalf of the client
Marketing campaign concept
Do the general practicioners understand the key message? Does it speak to them?