‘In Women’s Interest’ for Gedeon Richter

Brief: Building the image of the Gedeon Richter brand as a company that cares for the health of all women.

Successes:

• Creation of the first and only mobile gynecological office in Poland adapted to the needs of women with various disabilities. 
• 11 voivodeships visited in Poland. 
• 1,313 patients examined, including 90 with disabilities. 
• 192 patients referred for urgent treatment or hospitalization. 
• 2,668 publications in the media (including opinion-forming ones such as Onet Rano, Dzień dobry TVN, Radio ZET, Wprost), including 793 with the Client’s name in 2022 alone. 
• Overall communication coverage 25.9 million, 7.6 million in 2022 alone 
• Bronze ‘Złoty Spinacz’ Award in the Commercial Event category in 2019 

Challenges:

• The growing popularity of women’s health care. 
• Restrictions introduced due to the pandemic. 
• Psychological and social barriers to regular health check-ups, with particular emphasis on women with disabilities 

Description:

Regular gynecological examinations should be inscribed in every woman’s DNA. Thanks to prevention, we provide ourselves and our loved ones with a high quality and comfort of life. Unfortunately, not all Polish women are aware of this. What is worse, in many regions of Poland there is a lack of equal access to outpatient gynecological and obstetric services (according to the report of the Supreme Audit Office). Therefore, as part of the “In Women’s Interest” campaign, we not only educated, tamed shame and fear of visiting a gynecologist, but above all, we provided real help to women who need it the most. This is a campaign that “saved” many of them, but also showed that there is no need to be afraid of a gynecologist. Since 2019, in the following years, we have visited 11 provinces with our mobile office, and we were the first and only in Poland to adapt it to the needs of patients with various types of disabilities.