fischerAppelt Archives - m&k https://www.markt-kom.com/en/tag/fischerappelt/ The creative side of the economy Wed, Oct 9, 2024 9:08:57 AM +0000 en-US hourly 1 https://wordpress.org/?v=7.1.3 https://www.markt-kom.com/wp-content/uploads/2024/07/favicon-150x150.png fischerAppelt Archives - m&k https://www.markt-kom.com/en/tag/fischerappelt/ 32 32 «ePA für alle»: Start der bundesweiten Informationskampagne https://www.markt-kom.com/en/dexat/epa-fuer-alle-start-der-bundesweiten-informationskampagne/ Wed, Oct 9, 2024 9:08:57 AM +0000 https://www.markt-kom.com/?p=224797
Picture: zVg. Federal Ministry of Health (BMG).

From January 15, 2025, the health insurance companies will provide around 73 million people with statutory health insurance in Germany with an electronic patient file (ePA). A nationwide, cross-media information campaign is starting this week to draw attention to the many advantages that this will bring, especially for patients themselves. fischerAppelt is in the lead and is responsible for the strategy, the creative approach and the management of various other participating agencies - including the motif shoot on site.

"Still prejudices and fears"

"Digitalization in the healthcare system is still associated with many prejudices and fears," says Florian Reher, Business Lead Public Campaigning at fischerAppelt. "With this campaign, we want to create a positive narrative for the ePA and focus on the tangible benefits for people. By using relaxed imagery from people's everyday lives and pointed language, we manage to generate positive attention and acceptance for a topic that many may perceive as complex and can cause fear of contact. It is important that we reach all target groups within the population."

The information campaign comprises eight motifs that explain the advantages of the ePA. In addition to a broad media flight with out-of-home and digital OOH measures as well as digital and social media ads, print advertisements in advertising journals and consumer magazines, screen advertising in doctors' surgeries, pharmacies and as part of addressable TV as well as three nationwide radio spots provide information about the ePA. In this way, rural, older and less digitally savvy target groups in particular are also reached.

In addition, fischerAppelt's campaign concept includes an infomobile that will tour Germany for several weeks after the kick-off event in Berlin on September 30. In a total of nine cities, citizens will have the opportunity to talk to experts from the Ministry, the National Agency for Digital Medicine and the health insurance companies to find out more about the major digital project and the benefits of the ePA for insured persons.

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