STOP SEARCHING,
START KNOWING
Pulling patients out of digital rabbit holes and into virtual care appointments
Challenge
Turn one-and-done into repeat visits
MD Live needed to grow visits. Expand from the one-and-done model of treating urgent issues like sore throats and UTIs (80% of the business), to treating everyday conditions like back pain and fatigue. The problem? When it didn’t feel “urgent” people didn’t immediately seek a doctor. Instead they did what we all do – turned to the internet for a diagnosis.
Approach
Overcome the anxiety of searching when sick
Asking the internet for medical advice usually leads to an inaccurate or wildly exaggerated diagnosis. Instead of finding answers, people find anxiety. There’s even a name for it: Cyberchondria. So to grow everyday visits we went after MD Live’s biggest competition – the digital rabbit hole – offering a more accurate, less stressful alternative.
Solution
Get real answers from real doctors, real fast
Our cure for Cyberchondria? The “Stop Searching, Start Knowing” brand extension campaign – highlighting how MD Live’s board-certified doctors diagnose what you actually have instead of algorithms and social media “experts” guessing what you might have.
Our media team launched the campaign in all the places Cyberchondria thrives: social media, search engines and, of course, TikTok. They also focused on healthcare sites with specific conditions we knew our audience searched for most. By targeting consumers before they fell deep into the rabbit hole, we saved them from this weird, slightly terrifying experience.
Results
Visits went up, stress levels went down
With this highly relatable insight, delivered when and where it would resonate most, we opened people’s eyes to the fact that they could get accurate diagnoses and care from board-certified doctors. Best of all, they could do it in a fraction of the time they’d spend spiraling down the digital rabbit hole.
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