#ODWOLUJE #NIEBLOKUJE is a public awareness campaign launched by CMP Medical Centre to educate the public on responsible management of medical appointments. The initiative aims to increase the availability of specialists and reduce waiting times for consultations. For the first edition of the campaign, the Good One PR agency team, in close cooperation with the Client, was responsible for its creative concept, recommendations and executive activities, i.e. media relations or organisation of a meeting for partners.
Origin of the problem
Data from the National Health Service in 2019 revealed that as many as 17 million medical appointments were not cancelled. Such situations block access to specialists, generate costs and delay help for other patients. The reasons for absences vary from technical problems to simple forgetfulness or lack of public awareness. As a result, specialists' time and public resources are wasted. The lack of systemic solutions in this area underscores the need to educate the public about how much each patient's responsibility affects the availability of healthcare.
Background on cooperation
In 2020, the agency won a tender to support CMP Medical Centre. The contract with the clinic chain included product and corporate PR activities, enriched with elements of employer branding communication. The cooperation for CMP was carried out until August 2021. A year later, in September 2022, the client contacted the agency again, starting a project collaboration.
Creative approach
A dedicated Good One PR team developed the idea for an ambient campaign, which saw chairs wrapped in tape set up in medical facilities to symbolise missed patient appointments. It was a strong, visual message that drew attention to the scale of the problem. We also prepared content for information boards placed above the chairs. Once the launch date for the campaign had been set, we developed press material together with the client and invited the media to the Żoliborz clinic. Our activities resulted, among other things, in a report prepared by TVP3 Warsaw in one of the outlets of the CMP Medical Centre on Elblaska Street.
In addition, as part of the creative activities, we proposed ideas and themes for an advertising spot to promote the campaign. Based on these ideas, the creative agency developed the final script and realised the recordings, during which we supported the client on set.
Debate launching the campaign
The agency co-organised the debate that inaugurated the #ODWOLUJE #NIEBLOKUJE campaign. Activities included both substantive preparation and logistical support for the entire event. As part of our cooperation, we took part in local visions with the client in order to choose the best place to organise the debate. We also prepared the substantive input, based on thorough research and analysis. As a result, we proposed four key discussion panels, which became the basis for discussions with representatives of action-partner institutions such as: Medicover, Mazovian Bródnowski Hospital, Warsaw Medical University or the Central Hospital of the Ministry of Internal Affairs and Administration in Warsaw.
We handled the content of the invitations for the media and event partners and created a list of medical entities, organisations and key opinion leaders from Warsaw and the surrounding area that were worth inviting. Once the list was approved, we coordinated the mailing of invitations and attendance confirmations.
Prior to the debate, we held a briefing meeting with the CEO of CMP Medical Centre - during which we discussed the key issues, prepared him for the media appearance and fine-tuned his presentation. During the event itself, we supported the client on site, handling media registration, arranging interviews and taking care of the event. In addition, we recorded a short speech by the CEO, which we provided to the media along with press materials.
Good Practice Charter and action landing page
As part of the campaign, we took part in a meeting between CMP Medical Centre and its partners to discuss proposed solutions to the problem of missed appointments. On the basis of this, we compiled a summary of the demands made by the various stakeholders and forwarded them to the client for further discussion. We then created the content Charters of Good Practicebased on the information gathered and selected demands from partners. The document focuses on patient education, training of medical staff and the implementation of innovative technological solutions to reduce the number of missed appointments. The content of the Good Practice Charter was published on a dedicated campaign landing page, to which we also contributed.
For the website, we proposed its format and developed all the content. The landing page contained, among other things, a description of the campaign, the genesis of the problem, causes and consequences of missed visits, information about partners and a Q&A section for the media. As a result, it became an important part of the campaign's communication, making the most important information available and engaging a diverse audience.
Media relations
We conducted a media audit, mapping key media and journalists. We then developed five press materials with differentiated messages tailored to different audiences, i.e. trade, general news, lifestyle and local media. Our materials were published in sites such as: Pulsemedicine.co.uk, Twojezdrowie.rmf24.pl, SE.pl or Rynekzdrowia.pl.
We arranged interviews with CMP Medical Centre representatives and the campaign ambassador, Alzbetta Lenskawho took part in the filming of the promotional spot. Thanks to these activities, the campaign reached a wide audience, including readers of lifestyle media such as Onetand listeners of radio programmes in Polish Radio RDC i Anti-Radio.
The media also attended the press briefing launching the campaign in large numbers. Among the guests were journalists from TVP Warsaw, Polska Press, Dziennik Gazeta Prawna and Natemat.co.uk, which further strengthened the visibility of the campaign in key media channels.
Influencer marketing
As part of our activities for the social campaign, we mapped key influencers and contacted selected creators with medical and lifestyle profiles, encouraging them to support the campaign. As a result of our activities, and with no budget for influencer partnerships, a doctor @michal_domaszewski (approx. 63k followers) joined the campaign. He published posts on Instagram and TikTok addressing the topic of not cancelling medical appointments. The content gained wide reach and was shared by other Instagram users, further reinforcing the campaign message.
In connection with our collaboration with the campaign ambassador, Alżbeta Lenska, we prepared a content proposal for a post that the actress published on her social media profiles. The post generated more than 20,000 views and sparked discussions in the comments.
The effects of our cooperation
Since its first edition, the campaign has #ODISALLOWS 1TP5NOTBLOCKED was a significant success, attracting media and audience attention and raising awareness of an important problem. Thanks to our activities, it gained wide visibility, building public awareness and pointing the way forward for improving the accessibility of healthcare in Poland.
Good One PR's efforts have resulted in impressive results: the campaign has reached 1 208 023 audience, and the Advertising Value Equivalent (AVE) of the published material was PLN 1 116 630. In total, we generated 102 publications in trade, general, lifestyle and local media, confirming the wide reach and diversity of target groups reached. This was a unique opportunity to use our expertise in social, creative and PR activities, and to make a real contribution to change that matters to society as a whole.
CMP Medical Centre continues with a campaign that is not only successful in the media. As the results show - it contributes significantly to reducing the number of missed appointments by patients. We look forward to seeing the next editions and keep our fingers crossed for further development!
