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Client
Robert Koch Institute
Topic
Communications Concept
Workshop
Communications Strategy
Brand Positioning
Environment Analysis
Robert Koch Institute & Federal Ministry of Health
Communications Strategy
For the Robert Koch Institute (RKI) and the Federal Ministry of Health (BMG), we developed a holistic communications strategy for the study “Health in Germany.” Through close collaboration and a series of workshops, we jointly carried out a thorough analysis, examined the study’s environment, identified key target groups, and crafted clear, memorable messages. This close collaboration laid the groundwork for a tailored and effective communications strategy.
Task
Develop a communications concept to increase awareness and participant numbers for the study “Health in Germany (GID),” with the goal of reaching 100,000 participants by 2025.
Solution
Development of a workshop, environment analysis, target group definition, brand positioning, communications strategy, campaign, PR, and crisis communications concept.
Skills
Communications strategy, brand strategy, content strategy, stakeholder mapping.
Target Group Analysis
For the study, we conducted a comprehensive target group analysis tailored to the specific needs and interests of the various audience groups. Through precise segmentation and detailed profiling of the target groups, we gained key insights that enable targeted outreach. The focus was on defining communication channels that match the different lifeworlds and information needs of each target group.
Communications Concept
For the study “Health in Germany,” we developed a holistic communications concept that defines clear goals and messages and implements them purposefully across various channels.
Key elements include a social media strategy that conveys target-group-specific content in an emotional and interactive way, and a content plan that structures communication by time and topic. An activation campaign generates attention and motivates participation, while a landing page serves as a central information hub, bringing together all key content and offering simple ways to take part.
This coordinated concept ensures an effective, targeted approach to reaching the audience.
Crisis Communication
We identified potential crisis situations and analyzed their possible impact on various stakeholders. Building on this, we developed core messages that can be communicated honestly, consistently, and in a target-group-oriented way in an emergency. For each potential crisis, we defined suitable communication channels to inform both internal and external audiences quickly and effectively. A crisis team with clearly defined roles and responsibilities stands ready to coordinate communication when needed. We also set up a monitoring system to respond flexibly to developments and continuously adapt the strategy.
Result
Awareness of the GID study among the general public increased by 35% within one year. Participant numbers have grown to 60,000 to date. The PR measures achieved broad media presence. The crisis communications concept ensures a coordinated and effective response to potential challenges. The study is still active.
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