Task: Increase trust in the medical reform and family doctors.
Curious fact: Initially, the task was to help combat the tuberculosis epidemic. However, after several strategic sessions with the client, doctors, and patients, it became clear that it is difficult to diagnose a disease in a patient who did not come to the appointment because "why go to doctors, they don't know anything anyway, they are charlatans, there are no good ones." In order for patients to start going to doctors, their image needs to be changed.
Solution: Create the image of a doctor that patients want to go to and that other family doctors want to be like. No cliches: portraits in white coats, fake smiling faces, loud slogans. Only messages in a messenger from a modern and caring doctor. One that will be liked by patientest and other doctor would aspire to. Simple, clear, humane.
Why it worked: People are tired of cliches and falsehoods. They want to see honest, open, and competent professionals. Modern people prefer to communicate via messengers. It is convenient, fast, and efficient. Personal branding allows patients to choose "their" doctor, with whom they will feel comfortable and pleasant to communicate.
you do not see the doctor but you understand what he/she is like through messages.
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