CHRONIC VENOUS DISEASE

People spend hours on their feet, and so they are probably not surprised if they experience a little pain or swelling. They pay little attention to it, since it is common and natural. After some time, when the symptoms persist, they buy an ointment from a pharmacy. They apply it to the sore spots and feel a slight relief. The problem is solved, or so it seems. After a while, however, the pain returns, accompanied by the appearance of unsightly varicose veins.

Unfortunately, prevention of chronic venous disease is not a common practice in our country. People do not even mention the initial symptoms to their GP during a preventive check-up. And yet if they would, it could help them avoid much bigger complications in the future.
This is the brief we received from our client Servier. Our objective was to implement a long-term PR campaign on chronic venous disease, encouraging patients to seek medical attention at the first sign of complications and to learn more about veno-pharmacological treatment options.

The initial symptoms of chronic venous disease, such as swollen legs, spider veins and varicose veins, are often treated with over-the-counter ointments or surgical procedures that have more of a cosmetic effect. Convincing patients that chronic inflammation in legs cannot be cured with one-off treatments required a comprehensive communications strategy that included traditional as well as online media.

The PR campaign was based on variable materials that were prepared according to the requirements of each editorial office. The materials included educational texts on chronic venous disease and its symptoms, as well as practical guides and patient stories.

In order to meet the high expectations of the client, we approached the creation of the media materials with the utmost responsibility and consistently updated the topic in line with seasonal trends. During the summer, we provided coverage on travel and summer foot swelling. In the autumn, our focus shifted to tips on how to prepare for the surgery or to the so-called “tight boots syndrome”. Our collaboration with the media was based on both verified documentation and direct engagement with experts, who were available to provide the media with supplementary information and interviews as required.

As the campaign was linked with educational sites, we implemented the PR campaign in an online environment. The campaign included the creation of PR articles, surveys, and a long-term cooperation with an expert, as well as a banner campaign aimed at promoting the zilniporadna.cz website. Online activities also included a PPC campaign in search networks, native advertising and a thematic video on YouTube.

To reach the target group in the offline environment, we participated in selected thematic events throughout the year with an educational stand. In addition to materials on the topic, we also offered examinations and consultations with a specialist.