HealthEngine, Australia’s largest online marketplace to find and book health appointments, has launched its first integrated marketing campaign. The tech startup worked with a local advertising agency to bring to life the ease and convenience of booking a doctor’s appointment online.
The ‘your health in your hands’ campaign uses storytelling and everyday moments to connect with its target market of Perth mums. The campaign is shot entirely in the booker’s point of view with the mobile app being the hero.
Matthew Dunstan, HealthEngine’s Chief Marketing Officer stated, “Your health in your hands is based on the insight that people want convenience and control. They want to be able to see all the appointments available and have the ability to make the choice of time, practice and practitioner that suits them.”
“People book flights, hotels and restaurants online but over 50% of Perth people don’t know that you can book a doctor’s appointment online. Those that are aware are highly likely to be making the majority of their doctor bookings online. This campaign is our first step in telling more people that we exist and how useful the free service is.”
“HealthEngine is still in its early stage of brand and category awareness. Matthew Dunstan explained that it was important to execute a creative concept that demonstrated the core benefit of HealthEngine, helping people get the care they need when they need it.
In preparation for the campaign, HealthEngine surveyed over 6,000 of its Perth users, finding that more females than males were using the service, with one in three being a part of a young family with kids under the age of 15. 60% of all bookings now come from a mobile device with the HealthEngine app and Apple Watch companion having over 100,000 downloads nationally since launch.
The campaign launches in Perth using radio, cinema, digital and social media channels on 6 March 2016 with creative development from Meerkats and media planning and buying by Carat Perth.
Check out all the campaign elements at the HealthEngine YouTube channel.