Social Media
Medicalem is a French company specialized in the sale of mannequins and medical devices for educational simulation.
Creation of a digital and visual campaign over 8 weeks, from mid-October to mid-December, in the spirit of the "Instagram vs Reality" phenomenon.
Divided into eight episodes, promoting eight products: high and low fidelity simulators, the campaign puts forward a strong and particularly striking message for health professionals: "Train you for the reality of your job".
Far from the clichés of the "Insta vs. Reality" phenomenon, whose photos, too worked and too photoshopped, do not reflect reality, the Medicalem campaign tends to mark the spirits by the resemblance between the two visuals, to support the fact that there is only one step between simulation and reality.
With this campaign, Medicalem is testing the relevance of its new social network: Instagram, with healthcare professionals.
In order to guarantee the effectiveness of the campaign, each episode is broadcast as a weekly appointment on all of Medicalem's social networks: LinkedIn, Facebook, Twitter and Instagram. Ane-mailling reinforcement, with a call to action, was also put in place to generate traffic on the website www.medicalem.com and reinforce its engagement and notoriety on social networks.
Beyond brand communication, this campaign aims to legitimise the technological leap that medical simulation has taken by offering healthcare professionals access to learning in real conditions in order to respect the fundamental principle of the French National Authority for Health (HAS) "Never the first time on the patient".
