The perception of telemedicine instantly evolved from a late-night convenience to a life-saving solution during the COVID-19 crisis. As consumers were urged not to overwhelm emergency departments and testing locations with possible symptoms of the virus, the terms “telemedicine” and “telehealth” seemingly entered the national lexicon overnight.
There was a clear knowledge gap, however, between awareness and adoption – including how and where to access telemedicine (and how much it might cost). Working with a longtime health insurance client, MVP Health Care, Media Logic quickly developed a public service campaign to bridge this gap…making it easier for consumers across New York State and Vermont to access telemedicine services available to them.
The effort was anchored by the theme, “Stay home. Stay safe. Try Telemedicine First.” – creating a strong, directive mnemonic repeated across TV, radio, outdoor and other media. All media drove consumers to a first-of-its kind microsite that provided a simple way for consumers to research their telemedicine options, whether searching by location or by their health insurance company.
Developed on a pro bono basis, it was all about providing a critical service to our community during an unprecedented health crisis.
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