CASE STUDY „Ewing PR demonstrated an incredible wealth of knowledge in terms of the healthcare

sector and selected the best channels to reach both doctors and the public."

Kateřina Štolcová, Marketing Specialist for synlab czech.

Health of a Nation Strategic consulting, media relations, social media, connecting online communities with B2B

THE CHALLENGE

Synlab needed something positive in order to avert negative publicity, restore doctor and patient

confidence and popularize the importance of the benefits of laboratory tests.

Synlab czech is one of the most well known laboratory groups in the Czech Republic. In mid-2013, synlab was the victim of a negative campaign likely staged by competitors. Sales declined and the organization was facing a serious reputational issue.

INSIGHT

• 7,2% of GDP – the amount spent on healthcare in the Czech Republic – lower end of OECD member

• 23 Eur/year* or 2,4% of healthcare expenditures was spent on Czechs for preventable diseases

• 136 Eur/year* or 3,8% of healthcare expenditure for Germans * Czech Statistical Office & German Statistical Office - 2013

.

THE SOLUTION

A number of free preventative examinations was offered and the importance of prevention was communicated with the general public, doctors and specialists. The goal was to increase interest in laboratory examinations through the free preventative examinations. We addressed patients through the press, developing a microsite, through active social engagement as well as newsletters in waiting room. The mascot was a happy drop of blood.

Synlab and Ewing PR developed a national project, Health of a Nation, where it combined the importance

of the patient-doctor-laboratory relationship and the lack of resources and information about preventable

diseases.

RESULTS