When Kry entered the market in 2015, it established the concept of “online doctors” and soon became associated with availability and innovation.

Over time it has come to offer so much more; today it has physical health centres, psychologists, vaccinations, and so on. At the same time, other companies have copied the concept and offer similar care services.

That is why Kry wanted to shift its image from a flexible online doctor to a knowledgeable, reliable, and high-quality healthcare provider and raise awareness about Kry’s physical offices. To do so, it called in the team at Bonnier News Brand Studio.

The concept

To reach the goals of Kry and the campaign, we created a live TV format called “The Doctor Answers,” led by popular TV host and journalist Suzanne Axell, who has been the face of a similar TV show on public service TV channel SVT for almost 20 years.

In our show, we wanted to highlight all the benefits of Kry and show the doctors at Kry as the experts they are. The live show was publicised on Expressen, one of Sweden’s largest newspapers, right on the front page and on the campaign Web site we created for Kry.

With two shows in 2022 — spring and fall — we could pick relevant and interesting topics that we knew would catch great interest from the readers and viewers.

One week before the show we urged the readers of Expressen to submit questions to the doctors of Kry that would be answered in the show. We also had a live chat during the shows where the readers and viewers could ask questions and get them answered.

In addition, we created written articles, both to promote the show and to dig deeper into the chosen topics. In the articles, the experts from Kry shared their knowledge and were a trustworthy voice to the readers. The articles were a great complement to the live shows and together they formed the building blocks of a very successful campaign.

Crushing goals

In a period of 4x2 weeks, we created newsletters, social media posts, written articles, live TV shows and TV episodes that were distributed in Expressen.

The main KPI was to increase the trust in Kry’s doctors and raise awareness of Kry in general, raising the preference for Kry. The campaign goal was to generate at least 120,000 page views of written content and 80,000 video starts.

That goal was crushed.

For the two campaign periods, we had 585,000 page views of content, 165,000 video starts of the live show, and 215,000 video starts of the TV episodes.

There was also a dramatic lift in attitude — a 168% increase of top marks 4 and 5 (ranging from 1-5) — and last but not least, a dramatic lift in preference for Kry: up 158%.

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