Discovery Health has always been at the forefront of medical scheme technology and constantly strives to streamline the systems and process both for its members and the medical practitioners.
In 2012 Discovery Health launched another world first, HealthID. HealthID provides doctors with a more complete view of their patient’s health history and test results. This improves patient care and reduces the likelihood of serious medical errors and duplicate or unnecessary pathology tests. The app was created to support both IOS and Android formats.
To launch the product Discovery had a nationwide launch specifically to doctors that took place in Johannesburg, Cape Town and Durban.
The agency was tasked with creating a campaign that, at its core educated doctors about the app and its functionality, but also created awareness amongst Discovery members on how the app was able to be of benefit to them.
This was concurrent to a truly integrated campaign that created hype amongst doctors and provided them with the relevant information to provide to their patients.
The campaign theme was a very single minded one, ‘Touch’. This was a play on a doctors touch that aids the healing process as well as the nature of the touch device that the app ran off.
Campaign elements spanned in-hospital / in-practice collateral, building wraps, a comprehensive consumer facing and B2B print campaign as well as a 60” thematic
A dedicated interactive microsite was created in keeping with the ‘touch’ theme and allowed visitors to move their cursor over a subject,
with call-outs that highlighted the various member benefits.
The result was an astounding success with over 3000 medical practitioners attending the launch events.
The app was downloaded more than 100 000 times and around 150 000 members have given consent. But Discovery Health covers over 2.5 million lives, with nearly 1.3 million principal members.
Discovery received the award for the best iOS enterprise app in the 2012 MTN Business ‘App of the Year’ Awards.
The TV commercial was a finalist in the 2012 Globals Medical awards and the app continues to assist doctors and patients all over SA on a daily basis.