Healthdirect It / healthdirect Australia
The Challenge:
With the launch of their new Symptom Checker tool, healthdirect Australia wanted to make healthdirect.gov.au the first destination for Australians to go when looking for trusted health advice. But with 8 out of 10 online health enquiries starting at a search engine, they needed a way to get through to the public to begin to change behaviour.
The Insight:
Although other categories have specific search sites (i.e. for property, dating or jobs), the most common method of looking for health advice is Googling it. However if you search for 'Cold & Flu' you're served with over 15 million results, with most creating more questions, giving varied diagnosis and even blocking you with pay walls to cause worry and confusion.
The Idea:
By tapping into existing search vernacular, healthdirect it encourages people to stop using search engines and risking ‘feeling lucky’ with their broad results, and instead use healthdirect to find the trusted health information they’re looking for.
The campaign ran across pre-rolls, banners and radio, targeting seasonality and some of the more commonly searched for symptoms to get the attention of the public and remind them that there’s a better way to find health advice.
