Private healthcare provider Circle Health Group has reported a 55 per cent increase in women booking private gynae appointments following its Down-There Healthcare campaign.
The group worked with MediaCom Manchester to create the campaign, which encouraged women to speak out about their intimate health issues. The campaign also enlisted the help of top influencers in this space, Lottie Drynan (@lottiedrynan) and Dr Anita Mitra – also known as GynaeGeek (@gynaegeek), to show there is no such thing as ‘TMI’ when it comes to gynaecological health.
In partnership with charity Wellbeing of Women, the Circle Health Group published a 10-part series of reports that led much of the campaign messaging. This was one of the largest studies of its kind, with over 200 research questions and 10,000 respondents.
Samir Patel from MediaCom Manchester says, “There are millions of women with one or more gynaecological conditions who need to feel seen, heard and supported. Yet consumer research shows that there is a lack of social awareness, education, and support when it comes to common women’s health conditions. Circle Health Group recognised the pressing need for increased awareness of women’s health, especially around gynaecological conditions.”
The campaign sought to create open and honest conversation around ‘down there’ healthcare. It included what Circle Health believes was the first ever Instagram live for the category, and was supported with targeted social to drive momentum and ensure the conversation reached the women most likely to benefit from it.
It reached over half a million women in the UK (622k). 11 per cent of those reached engaged with or viewed the content, and call centres saw a 55 per cent increase in women making private gynae appointments through the Circle Health Group call centre. In addition, hundreds of people downloaded the full research study reports to discover more detailed information and support.
Kelly Waters, head of marketing and engagement at Circle Health Group, said: “We were delighted to work with MediaCom, Lottie and Dr Anita Mitra on this campaign. When the shocking insights came out of our women’s health survey and report, our team were keen to expose the data in a way that would generate genuine conversations and truly engage with women.
“For us, this wasn’t about marketing a piece of content; it was about honest storytelling and real human impact.
