New After Hours Doctor Advertising Campaign Backs Importance Of General Practice

New After Hours Doctor Advertising Campaign Backs Importance Of General Practice
SHARE
THIS



A new advertising campaign by National Home Doctor Service aims to educate the general public about the service and reinforce the importance of General Practice.

National Home Doctor Service is the largest after hours doctor service in Australia, with over 700 doctors attending to over one million patients every year. People requiring medical attention after 6pm weeknights, 12 noon on Saturdays, all day Sundays and public holidays can contact National Home Doctor via 13SICK to arrange a home visit. The service bulk bills all patients with a Medicare or Gold DVA card.

The advertising campaign, created by Cummins&Partners, describes why thousands of GPs recommend National Home Doctor Service and how the provider integrates with General Practice. The TV commercials feature practicing GPs who explain that National Home Doctor Service is available at times when most GPs are closed.

The advertising campaign is in response to research that shows only 31 per cent of the general public is aware of after-hours doctor services.

Ben Keneally, CEO of National Home Doctor Service, said, “A patient with an urgent medical condition outside normal GP surgery hours needs to be aware of the after-hours services available to them. As the largest provider in Australia we have a responsibility to educate the general public about after-hours doctor services and where we fit within primary care.”

Doctors from the after hours service overwhelmingly attend to children, the elderly and other vulnerable groups. The service works closely with General Practice, sending clinical reports on all patients seen to the regular GP.

Ben Keneally continued, “We complement General Practice by providing a high quality service to assist patients with urgent illnesses outside normal hours while ensuring continuity of care. Our triage protocols ensure patients with emergency conditions are advised to call 000 or go to the Emergency Department. Callers with routine matters are referred back to their GP.”

Adam Ferrier, consumer psychologist at Cummins&Partners, who look after both media and creative for National Home Doctor Service, said, “The National Home Doctor Service is an exceptional product – a doctor will come to your house after hours to treat you, and it’s bulk billed!

“With a product as good as this it’s very easy to try and be overly creative, or let the advertising get in the way of the product.  We’ve told this amazing product story as simply and clearly as possible.”

In addition to supporting GP surgeries, a wide range of studies suggest that greater use of primary care has the potential to ease pressure on emergency departments. The Productivity Commission has identified that there are 2.2 million GP-type presentations to Emergency Departments (ED) annually and that 24 per cent of all ED patients believe their care could have been carried out by a GP1. Another study2 found that 26 per cent of emergency department visits were due to a lack of alternative care.

The advertising campaign by National Home Doctor Service will appear in all major states and cities from 28 February across TV, radio, print, online and in outdoor locations.

REFERENCES
i. Report on Government Services. Chapter 10. Tables 10.16 and 10.17
ii. Fitzgerald G, Toloo G, Aitken, P, Keijzers G, Scuffham P (2015) Public use and perceptions of emergency departments: A population survey. Emergency Medicine Australasia. doi: 10.1111/1742-6723.12420

Please login with linkedin to comment

Big Brother Daina Middleton

Latest News

Nike And Uber Compromised In Hack As Twitter Disables Verified Accounts
  • Technology

Nike And Uber Compromised In Hack As Twitter Disables Verified Accounts

Twitter was forced to make the unprecedented decision to disable the ability of verified accounts to send tweets following a major hack. The hack saw Barack Obama, Joe Biden, Bill Gates, Elon Musk, Kanye West and Michael Bloomberg attempting to fool their millions of followers with a Bitcoin scam. As well as these major political […]

by B&T Magazine

B&T Magazine
Studio microphone for recording podcasts over blue background
  • Media

Acast Marketplace Adds Virtual Storefront

Acast Marketplace now has a virtual storefront. Advertisers can browse Acast’s global inventory of thousands of monetizable podcasts, and use search criteria to filter a list of shows that best fit their brief and budget. Filters include audience demographics such as age, gender and language, podcast subject categories, and more — and, once selected, the […]

Princess Polly Appoints Jaywing To Drive Global Expansion With SEO Account Win
  • Marketing

Princess Polly Appoints Jaywing To Drive Global Expansion With SEO Account Win

Data science led marketing agency, Jaywing, has won the SEO account for online fashion retailer, Princess Polly, in both Australia and the United States, adding to its ever-growing eCommerce portfolio. The Sydney based agency will be managing the retailer’s search engine optimisation, with the aim of facilitating the brands growth in Australia and the US, […]

Connect Agency Launches Micro Influencer Booking Agency
  • Advertising

Connect Agency Launches Micro Influencer Booking Agency

The Connect Agency has just announced the launch of their micro influencer booking agency, Connect Engage. The division will represent digital content creators in the kids and family; interiors; and health and wellness spaces to drive brand engagement and reach further. Connect Engage will work alongside the public relations, creative, and talent representation arms of […]

Processed with VSCO with  preset
  • Marketing

Bernard Wilson To Lead Cashrewards

Cashrewards, today announced the appointment of experienced loyalty, data, digital marketing and ecommerce executive Bernard Wilson as its Chief Executive Officer. Wilson previously ran loyalty, data, media and marketplace for Myer and was a senior executive in loyalty and data at WooliesX. He joins from data science and artificial intelligence leader Quantium, where he was […]

Network 10’s Moira Hogan To Lead Australia BritBox, Richard Hill To Lead Marketing & PR
  • Media

Network 10’s Moira Hogan To Lead Australia BritBox, Richard Hill To Lead Marketing & PR

As BritBox escalates its plans to launch in Australia later this year, joint venture partners BBC Studios and ITV announce the appointment of Moira Hogan as Country Manager. Tasked with leading the BritBox Australia strategy and team, Moira joins from Network 10, where she was Head of Content and Commercial Partnerships for Digital Media.  She […]

Bean Body Launches ‘Be Any Body’ Campaign
  • Campaigns

Bean Body Launches ‘Be Any Body’ Campaign

Australian Energetic Beauty brand, Bean Body today launches its new campaign #BEANYBODY that breaks convention by featuring every bodies. Captured by Steven Chee and styled by Marina Didovich, with hair by Anthony Nader and makeup by Max May, the campaign features the completely unretouched new faces of Bean Body – 12 inspiring everyday women who […]

Media Platform Cannabiz Launches For The Burgeoning Legal Cannabis Market
  • Media

Media Platform Cannabiz Launches For The Burgeoning Legal Cannabis Market

A new media platform servicing Australia’s burgeoning legal cannabis industry launches today. Cannabiz is the brainchild of Mumbrella co-founder and former CEO Martin Lane and KlickX founder Kim McKay. It will inform, educate and connect Australia’s legal cannabis sector through its website weekly newsletter, podcast, market intelligence, industry reports, networking events and business consulting services. As […]

Courier holding package and tablet while male customer is signing receipt for his home delivery parcel.
  • Technology

Medallia Partners With Adobe To Deliver Complete View Of Customer Experience Journey

Medallia today announced an integration between Medallia Experience Cloud and Adobe Experience Platform (AEP) that gives brands comprehensive insights into the complete customer journey to deliver highly personalised real-time experiences that increase purchase frequency. Customer feedback from Medallia Experience Cloud seamlessly integrates with behavioral data in Adobe Experience Cloud to deliver a single view of […]

How Marketers Can Avoid ‘Overcooking’ The Storytelling Process
  • Media

How Marketers Can Avoid ‘Overcooking’ The Storytelling Process

“As marketers, we tend to overcook the storytelling process.” That was the message from Carlton and United Breweries head of creative and production Jonathon Bernard, during a special B&T Webinar on Storytelling at Scale, presented in partnership with Shutterstock. “Successful storytelling is the ability for a story to resonate and connect with its audience. As […]

New Leader Boosts oOh!’s Queensland Sales Team
  • Media

New Leader Boosts oOh!’s Queensland Sales Team

oOh!media’s Queensland market position is set to be bolstered with the appointment of former ARN Sales Director Jamie Wood as the new leader of its Queensland sales team. An experienced and respected industry figure, Wood will enhance the capabilities of the local sales team while delivering strategic leadership and building customer relationships across the portfolio. […]

New Research Shows Echo Chambers Present An Opporunity For Brands To Escape The Sea Of Sameness
  • Media

New Research Shows Echo Chambers Present An Opporunity For Brands To Escape The Sea Of Sameness

New research has examined the role of echo chambers in Australia and their impact on society, media and brands, offering guidance to marketers on how to escape the sea of sameness surrounding their industry. The independent study conducted by the human and cultural strategy team of FiftyFive5 and Nine’s marketing solutions division, Powered, examined the […]