Dr. Oogle — Talk To The Experts
PROBLEM
Some clients weren’t aware of our extensive expertise and healthcare knowledge so we needed to grab the attention of our target audience with a unique campaign that got the phones ringing off the hook.
SOLUTION
Google is a disaster for patient care. Instead of seeing a professional healthcare provider for the right advice, many patients go straight to the ubiquitous search engine for self-diagnosis.
The real problem is that you never know what you’ll get when you do a Google search.
Tapping into the “Dr. Google” phenomenon, we created a humorous self-promotion campaign featuring a colourful character named none other than Doctor Gordon Oogle (F.R.A.X) — and through a series of six web videos showcased the utter absurdity of asking the Internet for medical counsel.
From Psoriasis, Urinary Tract Infection and PMS to Organ Donation, Cholesterol and Placebo, Dr. Oogle’s unique brand of “DIYAGNOSIS” left few in doubt that when it comes to healthcare, you don’t want to get it wrong.
A timely reminder to always talk to the experts when it comes to your health and the wellbeing of your brand, we introduced Dr. Oogle through an eDM database to spark dialogue between healthcare professionals, pharmaceutical companies and communications agencies.
Unsuspecting patients could even “Tweet” @dr_oogle — although we were never exactly sure the good doctor knew where that body part really was.
PSORIASIS
URINARY TRACT
PLACEBO
CHOLESTEROL
PMS
ORGAN DONATION
BRAINECTOMY
A series of custom-designed eDMs based on each episode was sent to our database via Mailchimp. The entire campaign was controlled in-house, allowing us to optimally target our audience and tailor our messages accordingly whilst honouring an extremely modest budget.
RESULTS
The three-month long campaign drove SEO for keywords like “healthcare”, “advertising”, “agencies” and “australia” to cement our position on Page 1 of Google. As well as advertising press coverage, we also enjoyed an inundation of new business enquiries from brand managers at the following companies:
- Nestlé
- Unilever
- Lündbeck
- Macquarie University Hospital
- Royal Australasian College of Physicians
- Lung Foundation Australia
- Novartis
- Baxter
PRESS
ADNEWS • B&T • CAMPAIGN BRIEF
AWARDS
2015 Health Share Award Germany | Social Media | FINALIST
2014 New York Festivals Global Awards | Art & Technique (Humor) | WINNER
2014 New York Festivals Global Awards | Self Promotions | FINALIST
