Firefly helps launch new patient information app

task

Clarity Informatics provides information for the Clinical Knowledge Summaries, a database used by doctors to help provide patients with information. The team at Clarity wanted to make the information accessible and available to the general public, and developed an app – Prodigy Patient – to accomplish exactly this.

However, with the plethora of healthcare-related apps, how could Firefly make the app stand out from the crowd?

execution

Firefly ran a messaging session with the Clarity team, examining the main audiences for the app, including time-poor commuters, parents and people with embarrassing conditions. From this audience analysis, the team created a channel strategy which included Twitter, lifestyle and consumer magazines, as well as radio and broadcast.

Firefly created a campaign theme around the ‘perils of cyberchondria’ and how harmful it can be to look for information about illness online, when few of the sites are provided by a credible source – unlike Prodigy, of course!

The team used research to provide a content framework around the perils of cyberchondria, including looking at how much time people spend online looking for information about their conditions, and whether men or women are worse offenders.

This research was used as the basis of a media relations campaign, as well as for organic and paid social media elements.

Firefly was quick to spot emerging trends online, hijacking breaking news for Clarity over both media and social media channels.

impact

Firefly’s PR campaign resulted in an increase in app downloads and delivered in excess of twenty press clippings over three months, sixteen broadcast clippings and 1,600 installations of the app itself over three major platforms. Press coverage included Woman, Get the Gloss, BBC Radio Oxfordshire, Sky News and Imagine FM.