The challenge

Business Case

Teleconsultation was mostly seen as something you use when you're sick, which capped bookings and repeat usage. We needed to make it relevant to healthy, planned moments, and to build demand for flu vaccination at the same time. Travel was a natural fit, and competitors such as MinMed had already launched travel health offers, so Care needed a proposition that could stand up to them.

The approach

I started with research into consumer interest in teleconsultation, travel health and preventive care, then analysed competitor travel health bundles and pricing to find a commercially attractive offer.

• Bundles. I built three. I worked with our doctors to package the Travel Medication bundle as a standalone offer: a teleconsultation plus a standard travel medication kit. The Solo Traveller bundle adds a flu vaccination (1 teleconsultation, 1 flu vaccination, 1 travel medication kit), and the Travel Buddy bundle includes 2 of each.
• Merchandise. I designed a branded travel pouch for the medication, delivered after the teleconsultation, and sourced and coordinated the supplier.
• Stakeholders. I managed discussions on the proposal, bundling, costing, budget and execution.
• Partnerships. I identified, negotiated with and managed three travel KOLs to extend reach and credibility.
• Channels. The campaign ran across owned and paid channels: social media, Meta advertising, landing pages and email.
• Optimisation. I tracked the customer purchase journey and used performance data to refine messaging, targeting and channel activity.

Impact

Increased teleconsultation and flu vaccination bookings, and the campaign now runs every holiday season.

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Repositioned teleconsultation from a service for when you’re sick to one for planned travel.

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Skills

B2C Marketing, Integrated Marketing, Product Bundling and Pricing, Performance Marketing, Influencer Marketing, Merchandise and Supplier Management, Stakeholder Management, Social Media and Advertising, Email Marketing

Visuals

Travel Campaign Landing Page