To become the most trusted digital healthcare platform in Europe.

The problem

LIVI (known as KRY outside of the UK) is an international online healthcare company that provides an app-based, video-enabled GP consultation service. LIVI wanted to create a content proposition and programme that repositioned itself as, not only the number one platform of its kind, but also a trusted partner for its audience. Given its position as Europe’s largest digital health provider, our challenge was to develop content appropriate for each of its core European markets in the UK, Germany, France, Sweden and Norway.

The solution

Trusted healthcare expertise, delivered personally

We set about positioning LIVI as a guiding voice amidst a sea of misinformation, providing people with honest and factual health advice.

Phase one focused on the immediate coronavirus pandemic, developing content themes and a regular pulse of social media and SEO optimised hub comms, informed by extensive data and insight on trending search terms.

It was essential that our strategy and content marketing programme delivered a centralised campaign that was relevant for all markets at a local level and that we had local market buy-in. 

Working with key client personnel and experts across each local market, we were able to clearly understand the nuances and requirements of each, such as the stage of the epidemic they were in, cultural references, government regulation and health system policy. Through a robust delivery process, we were able to tailor our content transcreation to optimise impact at a local level and drive engagement.

As soon as we saw signs of the potential for coronavirus news fatigue, we moved into the next phase, developing a broader always-on content strategy, building continuous dialogue through a pulse of editorial and social content. This content was packaged into a series of content themes, and covered a spectrum of topics within medicine, treatments and healthy living.

We developed a consistent and appealing look and feel, and our tone really focused on empathy and trust, and not being afraid to tackle less spoken about topics, all of which we could see was still lacking generally in the sector.

The results

  • 46% increase in social followers.
  • Hub articles registered up to 5.33 minutes on page.

Why it matters

Providing accurate unbiased content to an audience amidst a sea of misinformation at a time that matters most.

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