Houston, they had a problem
We set to work on that mission. How do you get the attention of busy doctors? How do you tell them that you don't want to push products, but want to share stories? And how do you bring warmth and humanity into that somewhat cool medical world? Well, we know how.
Chase-ing solutions
We quickly understood that human connection had to be at the heart of our strategy. That there had to be room for authentic, personal conversations. Not about the latest pharmaceuticals, but about the things doctors care about every day, from work-life balance to running a practice. Time is valuable and doctors and care workers are always busy. The choice for a podcast was therefore quickly made. A medium with opportunities. It gives them the opportunity to find an extra touchpoint outside their work environment, in their spare time and casually.
With our community of creators, we brainstormed a format. For example, we deliberately chose not to use a presenter, but a doctor as a host. Because by letting the target group speak for themselves, we automatically create an authentic, recognisable and familiar atmosphere for listeners. And to further enhance the effect of the podcast, we created a wider campaign around it. Video adds an extra dimension—and an extra personal touch—and provides teasers and snippets to share on the channels where the target group likes and is often present. Not only on socials, but also while surfing the internet.
We were able to reuse quotes from the conversations in posts and stories, on the website and in print. And thanks to our data, we were able to keep tweaking our method to create as much engagement as possible. Ah, the power of numbers.
A striking result
“Does a doctor come to the doctor” became an 8-part podcast that addresses broad requests for help with general well-being and practice management in a profound and personal way. Experienced doctor Charlotte Goemaere talks to fellow doctors Marieke Geijsels, Ellen Vlaeyen and Thomas Pattyn. Together, they talk about their daily struggles, their tricks to always find happiness and their systems for managing practice. In each episode, a new main topic is discussed, which has been carefully selected beforehand.
The result? Fascinating, timeless stories and discussions about the still waters of the heart and head. By doctors, for doctors. For Viatris, this also means evergreen content that will be listened to and visited for years to come. And that, in turn, is an ideal way to connect with their target group, gain their trust and build a community. In the long run. Less pharma, more karma. Because what really matters to Viatris is adding value to listeners' lives.
Credits
- Strategy: Jan D'hont
- Production: Hanne Penninck, Hanne van Vlaenderen
- Editors & edit: Hanne Penninck, Hanne van Vlaenderen, Pieter Blomme
- Storycoach: Pieter Blomme
- Video: Rune Nollet
- Recording & mixing: Wederik de Backer
- Host: Charlotte Goemaere
- Research & Expertise: Thomas Pattyn, Marieke Geijsels, Ellen Vlaeyen
