RKI-Case: Hero-Visual zur Kommunikationsstrategie der Studie Gesundheit in Deutschland

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.

Services

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.

Click a step to see its description
STRATEGY PROCESS From situation analysis to tactical implementation GOAL: 100,000 PARTICIPANTS BY 2025 01 02 03 04 05 Situationanalysis Objectives &key messages Positioningof the brand Audienceengagement Tacticalimplementation SERVICES DELIVEREDWorkshopEnvironment analysisAudience definitionBrand positioningCommunications StrategyCampaignPRCrisis communications concept
01

Situation analysis

Analysis of the starting point: evaluation of the communication environment and the existing perception of the study „Gesundheit in Deutschland“ (Health in Germany) as the basis for the further strategy.

02

Objectives & key messages

Definition of communication objectives and development of concise core messages that convey the study clearly and convincingly.

03

Brand positioning

Positioning the study within health policy communication – clearly anchoring the core messages with the relevant stakeholders.

04

Audience engagement

Segmentation and profiling of the target groups (personally affected, educated public-spirited, adaptive pragmatists) and definition of suitable communication channels for each segment.

05

Tactical implementation

Implementation via social media strategy, content plan, activation campaign and landing page – including PR and a crisis communications concept.

AUDIENCE SEGMENTATIONSegmented by needs, motives and lifeworlds — three segments, three ways of engaging 01SEGMENT 01Personallyaffected“I can help make things better.”SEGMENT LEITMOTIF02SEGMENT 02Educatedpublic-spirited“I share responsibility forhealth in Germany.”SEGMENT LEITMOTIF03SEGMENT 03Adaptivepragmatists“For myself and my family, I'lltake the 15 minutes.”SEGMENT LEITMOTIF

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.

COMMUNICATIONS CONCEPT Message architecture of the study „Gesundheit in Deutschland“ (Health in Germany) INFORM“We care”The state meets its responsibility for people's health andwell-being. ENGAGE“We share health knowledge”GID covers a broad range of health topicsand shares useful, evidence-based knowledge. INVOLVE“We can't do it without you!”Your participation contributes to better health inGermany.IMPLEMENTATION THROUGH FOUR CORE ELEMENTS Social media strategy Content plan Activation campaign Landing page

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.

CRISIS COMMUNICATIONS Five building blocks for an emergency Identify crisesPossible crisis situations and theirimpact on stakeholders analysed Develop messagesHonest, consistent andaudience-focused for emergencies Define channelsSuitable communication channels for each crisis,internal and external Activate the crisis teamClear roles and responsibilities forcoordination Establish monitoringContinuous observation toadapt the strategy flexiblyTIMELINECommunication for 2025Q1CW 13Kick-off press conferenceQ2CW 15Science briefCW 18, 22 & 26Podcast releaseCW 23Interview / guest article07.04.2025World Health DayQ3CW 27Science briefCW 31, 35 & 39Podcast release28.09.2025Federal electionQ4CW 40Science briefCW 42Activation campaign kick-offCW 44, 48 & 52Podcast releaseCW 48Interview / guest article

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.

RESULT AFTER ONE YEARThe study “Health in Germany” is still ongoing 35%MORE AWARENESS60.000of 100,000 (target 2025)PARTICIPANTS Broad media presence achieved through PR activities Crisis communications concept ensures coordinated,effective responseSTUDY CURRENTLY ACTIVE

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Katrin Kolossa, Managing Director of Sapera Studios
Katrin Kolossa
Managing Director

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