Without doubt, the Internet takes up a key role within the Breast Care communication. For most of the target group, it is the first contact medium – a “door opener”, whose content can be further deepened in a targeted way, whether in a next medial or personal contact. Physicians and deciders are given a direct link to a microsite, which clearly depicts the entire solution spectrum Siemens offers for breast cancer care – arranged chronologically according to a typical course of disease. An intro tells in a few powerful images the story of a breast cancer patient; the spherical sound, which accompanies the story in a sensible manner, was also composed in-house. A highlight of the Flash-programmed microsite is its animated navigation that follows the clinical workflow steps from early screening to aftercare. In addition, every solution from Siemens is documented with clinical images, more than 250 all in all – depicted first as small thumbnails, but equipped with a zoom function. So that everybody interested can detect every clinical detail. To make realization easier and to minimize time and effort for later adaptations regarding content, the data are held in a structured way as XML files.
The microsite is part of an integrated communication package that gernBotschaft tied up for and in cooperation with the customer in the forefront of this year’s RSNA congress (Chicago, USA). The most important message of all means and measures: Whether early screening, diagnosis, therapy or aftercare, whether imaging systems or laboratory diagnostics – Siemens Medical Solutions has bundled its strengths. To help fight breast cancer. For women. For health. For life. This slogan has been created with active contribution of gernBotschaft and sets the path for the entire breast care communication. A comprehensive approach, which is in line with the needs of both patients and medical institutions – conveyed in a clear, positive message.
From the beginning, this approach was for us – as strategic communication partner of Siemens Medical – law: from the planning and moderation of a workshop, where all business units involved committed to a common approach, to the medial realization. The most important principle: It’s never the single solution that’s in the forefront, but the clinical question in relation to the Siemens overall concept, such as: “When is it reasonable to use ultrasound in addition to mammography during screening? Under which clinical condition is a magnetic resonance system (MR) used during diagnostics?”
The project was set on a high level regarding strategy, conceptual work, content, esthetics, and technology used – with the additional challenge to having to synchronize both the conceptual work as well as the realization with eight different Siemens business units, most of which are located in the USA. The result, however, was a completely coherent set of means and measures – from a high-quality brochure, sales presentations, flyer, leporello, and poster to the already mentioned microsite and a 90-second trailer – realized in less than three-and-a-half months. But first and foremost is the awareness that we have found, in a very close and successful cooperation with our customer, a sensible solution for a sensible topic that is most important to many women.
