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HeyDoctor

Project Overview

HeyDoctor is a telemedicine platform that provides personalized care for patients to meet their basic healthcare needs, with or without insurance, using a computer or smartphone. HeyDoctor approached Ditto PR to create differentiated messaging, generate awareness for their unique platform amidst the growing buzz in the telemedicine space and launch their new naloxone offering.

Messaging Brand Positioning Launch Strategy

Our Approach

Although telemedicine was a crowded category, with new players emerging at a rapid pace and unicorns like Hims and Doctolib, there was a lack of awareness of telemedicine among mainstream consumers to the point where most had still not tried a telemedicine visit. There was also skepticism about the legitimacy of telemedicine when compared to traditional medicine, along with regulatory concerns at the state level.

In order to get foundational messaging in place that distinguished HeyDoctor’s approach and offering from the competition, Ditto interviewed all relevant stakeholders, did thorough landscape research and developed a messaging architecture, vision, mission, values and company FAQ. From there, the team put together proactive storylines to appeal to key media verticals: consumer (with a focus on women’s and men’s interest), business and technology and medical trades

Given the policy focus and nuances of the naloxone announcement, Ditto worked with POLITICO to lead coverage, discussing how HeyDoctor was increasing access to naloxone to reduce opioid emergencies and overdoses. 

Ditto developed stories that legitimized HeyDoctor as an option for doctors experiencing burnout and for patients to get equal, if not better care, for stigmatized conditions by leveraging spokespeople that practiced traditional medicine before telemedicine and discussing recruitment practices at HeyDoctor

Results

Over the course of three months, HeyDoctor was the subject of 28 pieces of coverage. For the naloxone announcement, Ditto secured exclusive coverage in POLITICO’s Morning eHealth newsletter (syndicated by Becker’s Hospital Review and HIStalk Practice) and an article in MobiHealthNews, all of which reached a policy-focused, medical audience. Other top-tier coverage included Bloomberg, POLITICO, San Francisco Business Times, Shape Magazine and SheKnows.

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