Digital Women’s Health Report for 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?’.