Ambasco has developed the “Help with digital care” campaign for HZK, aimed at supporting older people with digital care tools. The campaign consisted of targeted Facebook ads and ads in local newspapers, successfully bringing the Digital Care Helpdesk to the attention.
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Digital care can be a huge challenge for older people. Using online tools to view medical records, make appointments or request repeat medication is often not easy for people who are less digitally savvy. Many elderly people need support to make optimal use of these tools, and this is where the Digital Care Helpdesk comes into play.
To effectively reach this target group, we developed a campaign that focused on both online and offline channels. The main components of the campaign were:
Facebook is one of the most used platforms among the older target group, which is why we chose to target ads and informative posts to this place. This gave us the opportunity to get in direct contact with elderly people and to inform them of the support available via the Digital Care Helpdesk.
In addition to the online campaign, we also opted for advertisements in local newspapers in South and North Kennemerland. These newspapers are popular among the older target group and provided extra visibility for the help desk. For example, with the campaign, we have achieved a wide reach both digitally and offline.
The campaign has made a strong contribution to the visibility of the Digital Care Helpdesk among HZK's target group. Many elderly people found their way to the help desk through the campaign, so they are now better able to make use of digital care tools. Through a targeted approach via social media and local newspapers, we have been able to reach and support a large part of the target group.
Of course, we are always open to discussions about the best approach. It might be wise to have a conversation with Frank first to determine exactly what your organization needs.
