Saúde em Campo
Campaign
Football/Soccer is the true passion of Brazil. Our country was and still is the “nation of football”, with several generations of stars in this sport. This passion is even more evident during the World Championship, when everyone discusses all aspects of the championship, from the selection of the players to the celebration of the winning team.
With extensive experience in health and well-being in its medical team, Hospital Israelita Albert Einstein recognized the opportunity to share relevant and specialized knowledge using this sport and created the #SaúdeEmCampo campaign.
The details of this campaign are described below.
Strategy
To take part in the World Championship, football and sports buzz, the Einstein Communication team carried out a prior survey on the expectations and the main digital search criteria related to sports and physical exercises (i.e. terms most often searched, which could be included in dynamic videos for Youtube and exclusive content for Instagram, Facebook and the Vida Saudável blog).
After this initial discovery phase, a content segmentation strategy was developed, in order to ensure high potential for dissemination and visibility of the spokespersons and services associated with Einstein and its physicians.
The content was prepared in current and digital-focused language to promote engagement and surf on the wave of trending discussions, and was made available in advance to generate relevance in searches during the World Championship matches and enabling real-time access.
Created with the aim of increasing the amount of relevant content on health, sport and well-being in Einstein’s digital ecosystem during the months of the World Championship, the #SaúdeEmCampo campaign brought to the world of football a closer look from medical experts on predefined themes and hot topics discussed in social media and press.
An informative campaign based on “Did you know?”, questions and situations related to the matches (injuries, stress, anxiety, physical fitness, doping, recovery, high performance, etc.) explained in very accessible terms by some of the most renowned medical specialists in the country.
In total, 34 pieces were created and published, including videos (a series of 16 videos and shorts available on Einstein’s YouTube channel), infographics, articles for the Vida Saudável blog, posts and stories for social media.
The quality of pieces produced for the campaign goes beyond the transient nature of the largest football event in the world, being a timeless reference on health in sport for future views and internet searches.
Check out the playlist on YouTube
Impact and Results
Hospital Israelita Albert Einstein
With over 60 years of existence, Sociedade Beneficente Israelita Brasileira Albert Einstein maintains the same foundations: to innovate and grow, always striving for excellence. In addition to two private hospitals, it manages 30 units of the Brazilian National Health System (SUS, which provides free care to the entire population), and operates in the areas of Social Responsibility, Teaching, Research and Innovation.
Hospital Israelita Albert Einstein was considered by the Newsweek World’s Best Specialized Hospitals 2023 ranking the best hospital in Brazil and Latin America in three specialties: Gastroenterology, Oncology and Orthopedics. The hospital also achieved prominent positions in seven other specialties, being recognized, in 10 of the award’s 11 areas.
It is a reference in treatments with cutting-edge technology and humanized care.