The Supreme Council of Health is spearheading massive change in Qatar's healthcare scene. This is how content marketing agency Switch helps them engage an entire country with those aims. English version.
2. Intelligence
Client:
Supreme Council of Health
Communication Tool:
Qatar Health magazine
Frequency: Quarterly
Objectives: External Communications /
Engagement
Target Audience: General public
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~ 01 ~
4. Overview
The State of Qatar is undergoing its biggest
transformation in over a century. The country has
been blessed with extraordinary wealth in the past
decade. But with extraordinary wealth comes
extraordinary responsibility: the government now
has the resources to lavish on its citizens for the first
time, but it must do so wisely.
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~ 02 ~
6. The Challenge
One major area of concern is healthcare. The government is in the midst of a huge
restructuring of the sector through the Supreme Council of Health (SCH), with a
particular focus on primary healthcare.
But with so many different hospital building and health programmes vying for
the attention of the citizenry, traditional methods of communication had become
fragmented. Even among those involved in healthcare, many only understood the
effect of the reforms on their own area, but not the bigger picture.
There was no single point from which SCH could speak as a single
entity, projecting its overall vision for Qatar to Qataris, rather than
contributing to the white noise of tactical campaigning.
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~ 03 ~
8. The Solution
Switch and SCH’s media team agreed to target a crosssection of 2,500 senior individuals in Qatar. This included
the heads of government organisations working around
the country, those working in the health and education
sector, and the media. His Excellency Abdullah Bin
Khaled Al Qahtani, the Minister of Public Health and
Secretary General of the Supreme Council of Health,
recommended that we should also build audiences
among two other sections of society – scientists and
researchers and senior people from the private sector.
The magazine therefore had a dual purpose. Firstly,
it aimed to promote the structural changes to the
healthcare system, emphasising the introduction of
global ‘best practice’ and the introduction of the National
Health Strategy 2011-2016. This information would help
influential Qataris to understand the government’s work in
context, and hopefully contribute to it themselves.
The second purpose was to promote the full sequence
of both public and private research being conducted in
Qatar involving healthcare.
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~ 04 ~
10. The Result
Switch believes passionately that all of this thinking
is pointless if the product doesn’t actually reach the
people it is designed for. We therefore proposed
hand delivery to 2,000 senior individuals across the
country.
While the magazine’s impact has been felt most
among healthcare practitioners and managers,
feedback to the SCH media and communications
department has made it clear that it is being seen,
and read, by decision-makers throughout the
community.
Of particular value to the client was praise from
the Ministry of Awqaf and Islamic Affairs, which is
responsible for religious endowments, and is held in
high regard in Qatari society. The magazine has also
garnered the support of Her Highness Sheikha Moza
bint Nasser Al Missned, the Chairperson of Qatar
Foundation, who is widely seen as the architect
of Qatar’s drive to develop a knowledge-based
economy.
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~ 05 ~
14. Always talking about you.
If you want your customers in Asia
and the Middle East to talk about you,
you need to talk to us.
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Switch Limited
Switch Communications
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