LIVI
MISS DIAGNOSED
BRIEF
British patients have never had it so bad. Three years of absolute chaos has left our beloved NHS at breaking point. It’s virtually impossible to get a doctor’s appointment. We’ve been continually told not to go and seek medical advice unless it’s an ABSOLUTELY LIFE OR DEATH SITUATION. The result? The number of early-stage cancer diagnoses has decreased by a third over the past five years. A nation browbeaten and cajoled into keeping calm and carrying on, not causing a fuss and literally dying because of it. How very British.
Digital healthcare app Livi tasked us with finding a way to raise awareness of the availability of their online GP appointments and help remind the UK that it’s ok not to be ok. In fact, with every £39 appointment booked, you’re actually doing civic good and freeing up an NHS appointment for those less able to access one.
Our brief: help the UK feel ok about getting back in touch with GPs.
IDEA
It’s hardly surprising that visiting a GP can be seriously stressful. And making yourself heard can be seriously tough. “I just always leave feeling like I’ve been told off,” said one of the team, “like I’m just some silly little girl.”
Could it be that the male-dominated GP profession simply didn’t listen to female patients as much as male? It definitely felt worth exploring. So we commissioned some research. And the results were absolute dynamite: astonishingly 57% of women in the UK believe that they’ve been misdiagnosed in their lives, simply because of their gender.
And so we went and wrote an actual medical textbook. We think it’s the first time such a textbook has been created by an agency. Working side-by-side with Livi’s medical advisors, GPs, and Director of Medicine, we created Miss Diagnosed - a lifesaving textbook to help educate medical professionals on the gender health gap and shine a light on how men and women can exhibit different symptoms for the UK’s most frequently misdiagnosed conditions, from heart attack to colon cancer.
RESULTS
To date, over 2,500 medical professionals have attended one of our free online women’s health sessions and the text has been downloaded over 8,000 times by GPs.
When it comes to the consumer side of the campaign, you’d be forgiven if you thought that a campaign from a fairly unknown healthcare app which centred around a niche medical textbook would be Kryptonite to consumer coverage. However, the piece seemed to develop a momentum all of its own (naturally driven by our incredible publicists), landing consumer splash after consumer splash. And not just reportage: again and again they were in-depth thought pieces around gender, healthcare and female empowerment in the likes of Grazia, Stylist, Cosmo, Glamour and a tonne of nationals.