Digital Women’s Health Report for Gedeon Richter

Client: Gedeon Richter

Brief: Media positioning of the ‘Healthy ONA’ portal as an online HUB with accessibly provided medical knowledge and advice on taking care of women’s health.

Successes:

  • At the time of the pandemic, we started a new public discourse on the preparedness and attitudes of Polish women towards the digitalisation of medical services, which resonated in key media. 
  • Over 550 media publications, which allowed us to reach over 2 million people in Poland. 

Challenges:

  • Conducting promotional activities while building the brand image of Gedeon Richter as a company with a long-standing concern for women’s health. 
  • Developing a communication concept to promote www.zdrowa-ona.pl as a place on the web that raises awareness about women’s health and improving the quality of their lives. 
  • To portray www.zdrowa-ona.pl as a centre of medical knowledge, avoiding the possibility of it being treated as a competing medium, especially with online media. 

Description:

TDigital transformation in healthcare is inevitable. The COVID-19 pandemic has, in a way, become an accelerator for e-health solutions, but the transition to digital and remote self-healthcare has required and still requires a change in the mentality of patients, as they should rely heavily on and gain confidence in themselves. In connection with the activities carried out for www.zdrowa-ona.pl, together with infuture.institute, we prepared an analysis that described the challenges and solutions of e-health – this is how the report ‘Digital health of Polish women. What will the digitalisation of medical services change in the preventive health of Polish women?’. 

Activities:

  • Development of the concept and active participation in the creation of the publication in cooperation with infuture.institute appointed by Natalia Hatalska. 
  • Media relations – including organisation of a press conference with the participation of, among others, Janusz Cieszynski, Government Plenipotentiary for Cyber Security, Secretary of State in the Chancellery of the Prime Minister; and recognised medical authorities Prof. Krzysztof Czajkowski, MD, PhD and Agnieszka Mastalerz-Migas, MD, PhD. 
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