Millions of Indonesians do not have access to good healthcare as Indonesia suffers from one of the lowest medical care-to-patient ratios in the world, with only 1 doctor per 2,000 people and only 1 hospital per 100,000 people.

The pandemic further compounded this healthcare access problem as even those who could get to hospitals stayed away from hospitals for fear of catching COVID.

Those who could afford it, turned to paid virtual doctor consultations.

Those who could not, suffered in silence.

This resulted in a surge in self-diagnosis by family and friends and through ‘health’ websites, leading to an increased risk of misdiagnosis and a lack of, or even, incorrect treatment.

Whilst other brands were celebrating the efforts of healthcare workers, Lifebuoy wanted to help the silent majority and deliver on its core proposition - "recommended by doctors".

During the pandemic, people searched online for help and whilst medical practitioners were featured in communications giving general COVID advice, an analysis of consumer comments left online, revealed Indonesians were desperate for accurate medical advice for a broad range of conditions.

The lack of good medical access that already existed, combined with movement restrictions put in place to combat COVID and the fear of visiting hospitals during the pandemic, brought about a surge of paid Telemedicine app downloads…but this did not translate into usage.

Research showed this was because Indonesians were apprehensive about adopting digital healthcare platforms and the biggest concerns were the price of consultation and negative perceptions about quality of service.

With the economy severely constrained by the pandemic and cost identified as a barrier, Lifebuoy wanted to help and deliver on its core proposition "recommended by doctors” by finding a way to democratise access to good healthcare.

Our audience was the millions of Indonesians without access to good healthcare and couldn’t afford to pay for virtual doctor consultations - particularly parents who wanted to ensure they were doing their best for their children’s health.

While other brands in our category spoke of hygiene, we addressed the immediate need we had identified to democratise access to healthcare by providing education about, and access to, telemedicine for all.

We needed to address the concerns of costs and quality by finding a platform that was accessible to all and with a programme of education from experts that our target audience would trust and connect with. The combination of access and trust the needed to be amplified to ensure we reached everyone in need.

We teamed up with Indonesia’s leading telemedicine provider ‘KlikDokter’ to offer customers the opportunity to redeem a free consultation with a pediatrician or general practitioner on KlikDokter,

We ditched the usual discount and competition-based on-pack promotions and instead guaranteed a free online consultation with KlikDokter with every pack that was purchased.

To drive this new behaviour and to overcome the concerns of quality, we worked with 6 mom-influencers who shared their personal stories of successfully using the telemedicine consultations in emergencies. This created an authentic message from someone our audience trusted and connected with.

We also hosted online sessions for parents led by paediatricians, explaining the easy steps to using telemedicine and answering questions and concerns they had.

TV was then used to drive momentum at scale and encourage viewers to download the KlikDokter app, building on the on-pack offer to reach a wider audience.

The campaign went live in July 2021 across all channels, running until September.

Lifebuoy helped create 3 million opportunities for Indonesians to access quality healthcare when they needed it most.

Our core proposition "recommended by doctors" saw a significant 10% uplift in post-campaign research.

Lifebuoy saw a 2% uplift on 'Meaningfulness' in an extremely cluttered environment,

We delivered unprecedented engagement levels surpassing all prior benchmarks by miles with completed views / View Through Rate (VTR) of 91.8 % vs benchmark 58.4%

Achieved CPM of IDR 6,855.7 vs benchmark IDR 12,025

But most importantly, we democratized and created new behaviours of using "telemedicine" in Indonesia, evidenced by a 15x surge in consults on Klikdokter during the campaign period.