Getting started

Cooperation with Doctor Next began shortly before the first news about COVID-19. The client contacted Adventum with the task of telling the audience about the possibility of getting a doctor's consultation without leaving home. Among the difficulties we could face was a low awareness of the possibilities of telemedicine.

We started with the development of a digital strategy, creativity and positioning, which consisted in promoting the product for different types of audience. But the transfer of almost the entire country to the mode of working from home made us take a different look at the product and its promotion strategy.

It is worth noting that the Doctor Next company itself was able to show maximum flexibility and efficiency in decision-making during the impending crisis. In partnership with VEB.The Russian company launched a social project in which users could consult with doctors online for free. We also had a new challenge – to build the promotion of the service in such a way as to tell a wide audience across the country about the project and the available help from specialists and grow from 5,000 to 50,000 consultations per month (10 times).

Target audience analysis

When analyzing the target audience, we identified several psychological portraits of users who are potentially most interested in the Doctor Next service. Of course, against the background of the pandemic, the opportunity to get advice from a medical expert without leaving home is relevant for everyone. People worry not only about themselves, but also about their loved ones. And the goal of Doctor Next was to provide this help. And the purpose of Adventum is to convey information to those who need it.

An important factor was the fact that users are looking for medical services only if there is a reason for this, i.e. symptoms of the disease. In other words, there was simply no need to target advertising at absolutely everyone.

Promotion channels

In the promotion, we needed to use all channels that would help convey information to the target audience. In the conditions of a pandemic, when medical institutions accept only in emergency cases and it is impossible to leave the house, telemedicine becomes the only opportunity to get a doctor's consultation.

The promotion strategy was divided both by the impact factor (Reach and Performance) and by the speed of implementation.

Facebook Instagram, VK, and myTarget targeted advertising were used as the first performance tools.

At the second stage, coverage tools were connected:

- Online video in Yandex.Display

- Influencer-marketing.

- Launching contextual advertising

There was a hypothesis that you can quickly start advertising in Yandex and Google key words "coronavirus", "pandemic" and appear in the priority placement in contextual advertising. However, the hypothesis was not confirmed. We encountered moderation of advertising systems that considered any virus-related content sensitive.

Then we developed plans to overcome the difficulties associated with various restrictions. We have fragmented advertising campaigns, not limited only to trending and general queries. The types of semantics that we used in contextual advertising: brand, category queries, specialists and competitors.

Launching targeted advertising

In targeted advertising, the emphasis was placed on three main factors: the interests of the audience, age and gender targeting, as well as geography, since the virus in our country in all regions developed with different dynamics and at different times. In addition, contextual targeting technologies made it possible to reach the same audience that suspected the presence of various symptoms and tried to find them on the Internet.

All these factors helped to launch in the shortest possible time and meet the requirements of advertising platforms. The main thing is that we started getting results in the form of requests for consultations.

Creative

The creative part was aimed at the well-established anxiety and misunderstanding of what is happening in society. The main message that the brand addressed to the audience was "We know how to help." Thus, we showed people that everything is under control, that everyone can get affordable help and turn to qualified specialists through the Doctor Nearby service.

Where it was not prohibited, we used doctors and people in masks. Neutral creatives were prepared for the rest of the sites.

Scaling

The next step was the decision to continue in the same direction and prepare for new launches.

Online video

One of the main coverage channels used online video. In our case, this tool allowed us to show ads to a large number of the target audience, as well as to tell more about the product in more detail. To do this, we used Yandex.Display, which makes it possible to hold a Brand Lift of the audience without budget restrictions.

Advertising messages with information about the service were shown to men and women. Special attention was paid to parents: in connection with the virus, they logically sought more medical information because they were worried about their children. We also took into account individual targeting related to the symptoms of diseases.

Influencer-marketing

Special projects with bloggers are a great way to tell the audience about a new product. A blogger's subscribers are an audience that trusts him and even imitates him in many ways.

The main criteria for the selection of bloggers were social activity and interest in the topic of health. Therefore, in this situation, the audience of moms was ideal for us.

The split included both microbloggers with 17,000 subscribers and larger ones with an audience of 700,000+ people. This approach was chosen deliberately, because bloggers need to be tested.

A demonstration of the service was used as a creative: how can I get a consultation and from which doctors, how does the consultation itself take place. In our opinion, in addition to the general distrust, there is not much information about the possibilities of telemedicine now, because it is a relatively new format. The demonstration of the service in the "carousel" format was supposed to help remove the main barriers and speed up the decision-making process.