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#HealthChecker digital campaign
The #HealthChecker campaign, which was part of STADA's "Alles Gute" initiative, was extremely successful. We discussed the campaign with Stefanie Dölz, who works in the Corporate Communications department of STADA Arzneimittel AG and is responsible, among other things, for strategic onlinecommunication, social media channels and the STADA website.
STADA started the "Alles Gute" initiative back in 2014. What were its goals?
The goal of the "Alles Gute" initiative is to promote people's health and well-being. We as a healthcare company want to offer helpful information and tips to help people master everyday needs and deal responsibly with their most important asset, their health. The heart of the "Alles Gute" initiative is the annual health report, which is based on representative studies.
Which results of the health report from 2017 are particularly significant?
In 2017, the study focused on the health literacy of young adults. Two thousand 18 to 24 year-olds were asked about their health knowledge in Germany. What happens to the body when there is a lack of sleep? How long do you have to walk to burn off the calories from a bar of chocolate? What are some sexually transmitted diseases?
The result was concerning, because around two-thirds of young adults have insufficient health literacy. They are in the dark when it comes to basic health issues.
The reaction to these results is the #HealthChecker. What are the specifics of this campaign?
Once we had the results of the study, we teamed up to confront the young adults directly with this subject and therefore contribute to communicating health knowledge to young adults. The #HealthChecker digital campaign emerged from this idea, and the website www.health-checker.de is a central element of the campaign.
"The campaign also received a Silver Award at the German Award for Online Communication, which we were of course very happy about."
On the website, the users can click through numerous questions about the topic of health and test their knowledge there in a fun way. With useful background information after each question, the campaign has not only tapped into the target group's enthusiasm for quizzes, but it has also conveyed interesting facts and subtly interwoven them into the general questions. In addition, we have also roused the 18-24-year-olds' interest in the subject matter on Snapchat, Facebook and Instagram. It was important to have a healthy dose of humour and appealing imagery. We reached around 4 million adolescents and young adults with the knowledge test and the social media campaign.
What opportunities do you see in digitalization for health education?
The digital health developments in recent years are incredible. Digitalization is a term that I know is a lot more than just the googling of diseases or treatment by a doctor through the Internet. For example, digitalization to me also means collecting and merging health data in order to make diagnoses much more accurate, customized and timely in the future. In fact, I consider the whole field of artificial intelligence to be part of digitalization. Being operated on by robots or scanned for cysts while lying in the bathtub is not an idea from a science fiction novel, it is already a reality.
I am convinced that technological innovation and digitalization will improve health worldwide. On the other hand, this also means a high level of personal responsibility and good health literacy of the patients so that they can deal with the new possibilities and information. As a healthcare company, we would like to make our contribution here and communicate knowledge.
How does digitalization affect your daily work and what do you imagine the working environment will be like in the future?
We already work in a team with many digital tools that make our work much easier, be it Skype calls with international colleagues or digital to-do lists in which we work together as a group on projects. However, a paperless workplace is still not a reality for us yet. For me, digitalization in the working environment also means new thinking based on flat hierarchies, collaboration and the transfer of knowledge.