Client: Coloplast

Category: Social Media Campaign

Date: 2017-2019

Challenge

On average, general practitioners receive only 9 hours of wound care specialisation during their entire education. This is why Coloplast started the Case Report Challenge — a global call to healthcare professionals to submit their most challenging wound care cases.

The best case authors were invited to Copenhagen for a unique professional development event, where they received training to further their skills. But Coloplast wanted to reach even more health care professionals with this groundbreaking program through the use of digital.

Solution

A targeted social media campaign and microsite was built to attract nurses to sign up for the Case Report Challenge. The nurses were incentivised by a free online course, which further increased Coloplast’s goal of educating healthcare professionals.

We significantly increased submissions by 525%. And to capitalise on this momentum, the professional development event was documented, and content was used in social and digital to launch an exciting influencer marketing program.

Humans Of Wound Care was launched to tell the incredible stories of healthcare professionals, enabling Coloplast to attract even more attention and to strengthen relationships with key opinion leaders.

Content was created across video, photography, interviews, and event coverage, and was activated across multiple digital touch-points including landing pages, video promos, organic and paid social media, a microsite, and blog articles.

View the case video

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