ePA. For Greater Transparency in Medical Practices

In 2024, we conducted a broad-based information and advertising campaign on behalf of the Federal Ministry of Health to introduce the electronic patient record (ePA), which was rolled out nationwide in January 2025.

With a cross-media campaign consisting of analogue and digital measures, we informed people with statutory health insurance about the new digital health record early on and drew attention to the advantages of the ePA. The aim was to ease any concerns and put to rest any reservations about digitisation in the healthcare sector.

After defining strategic goals, target groups, and core messages, we developed a cross-channel action matrix. In addition, we were responsible for the creative implementation of the campaign as well as the development and production of a total of eight campaign motifs, including professional motif shoots.

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The introduction of electronic patient records is a sensitive issue. In order to inform citizens about the ePA in a timely manner and prevent uncertainty, the Federal Ministry of Health initiated a nationwide information campaign. The overarching goal: to achieve the broadest possible social acceptance for the ePA and the digitisation of healthcare in general.

The mix of measures included traditional analogue formats as well as digital communication channels. In addition to large-scale poster motifs, we used radio spots, print ads, digital ads, addressable TV, and video spots in doctors' offices. The campaign also toured nine German cities to answer questions about electronic patient records in direct dialogue with citizens.

Result

Out-of-home posters alone generated around 58 million contact opportunities. The radio spots reached around 18,000 contacts, and the print ads appeared in over 4.6 million copies.

The central goal of achieving the widest possible acceptance was also achieved: less than five percent of those with statutory health insurance had lodged an objection with their health insurance company against the establishment of an electronic patient file at the time of its introduction in mid-January 2025.