VHZ Verein Zurcher Hausarzte Promo, Case study FAMILY DOCTOR NOVEL by Leo Burnett Zurich

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FAMILY DOCTOR NOVEL

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Industry Hospitals, Healthcare facilities & Medical Services
Media Promo & PR, Case study
Market Switzerland
Agency Leo Burnett Zurich
Creative Director Martin Spillmann, Patrick Suter
Art Director Natasha La Marca
Copywriter Patrick C. Frey
Released August 2010

Credits & Description

Category: Healthcare and Services
Advertiser: VHZ VEREIN ZÜRCHER HAUSÄRZTE
Product/Service: FAMILY DOCTORS ASSOCIATION
Creative Director: Martin Spillmann (Spillmann / Felser / Leo Burnett)
Creative Director: Patrick Suter (Spillmann / Felser / Leo Burnett)
Copywriter: Patrick C. Frey (Spillmann / Felser / Leo Burnett)
Art Director: Natasha La Marca (Spillmann / Felser / Leo Burnett)
Media placement: Novel - On Display At Doctors Practices In Zurich - 16. August 2010
Media placement: Outdoor Billboards - Zürich City - 16. August 2010
Media placement: Online - Www.vhz.ch - 16. August 2010
Media placement: Press Ads - Zürich Tagblatt - 22. September 2010
Media placement: Public Reading - Zürich City - 4. Oktober 2010

Summary of the Campaign
Using the unconventional concept behind the first family doctor novel ever, the aim was to show the people of Zurich the advantages of a family doctor-based healthcare model in a fun and entertaining way.
The fact that more and more people are going straight to specialists and consultants before seeking out their family doctor is pushing up the cost of healthcare. But no one knows his patients better than the family doctor who’s been looking after them all their lives. Advertising for the novel was restricted exclusively to ads and posters in the greater Zurich area. The novel was also on display in the waiting rooms of Zurich family doctors. Interested readers could order the book on the Internet.

The Situation
The ‘hospital/doctor’ romance novel has been a popular genre in Switzerland for many years. There are doctor romances, country doctor romances, mountain doctor romances – and now, for the first time ever we've put out, a family doctor novel.

The Goal
Using the unconventional concept behind the first family doctor novel ever, the aim was to show the people of Zurich the advantages of a family doctor-based healthcare model in a fun and entertaining way.

The Strategy
The ‘hospital/doctor’ romance novel has been a popular genre in Switzerland for many years. There are doctor romances, country doctor romances, mountain doctor romances – and now, for the first time ever we've put out, a family doctor novel.
Advertising for the novel was restricted to ads and posters, and the book was also on display in doctors’ waiting rooms. The novel could be ordered over the web at www.hausarzt.ch.

Execution
The concept of the family doctor novel was designed to show the people of Zurich the advantages of the family doctor model in a light-hearted and entertaining way. The fact that more and more people are going straight to specialists and consultants before seeking out their family doctor is pushing up the cost of healthcare. But no one knows his patients better than the family doctor who’s been looking after them all their lives.
Advertising for the novel was restricted exclusively to ads and posters in the greater Zurich area. The novel was also on display in the waiting rooms of Zurich family doctors. Interested readers could order the book on the Internet atwww.hausarzt.ch.

Documented Results
Success was not long coming: the first edition of 5,000 copies sold out completely within the space of a month, going into production of the 2nd edition. Since the novels publication, the click rate on the website has doubled.