Background
Following the integration of the My Number Card and the health insurance card under the “Partial Amendment to the My Number Act, effective December 2, 2024 (Reiwa 6),” we were commissioned by the Digital Agency to carry out public awareness and publicity work on how to receive medical care from December 2 onward.
A precondition was that awareness activities be conducted mainly through pharmacies. Interviews with pharmacies and pharmacists led to the conclusion that it was impossible to add “awareness work to pharmacists' normal duties.” As a result, we devised a plan to install fixtures inside pharmacies and make announcements via digital signage. By combining fixtures and signage, we discovered many advantages: the installation serves as an advertisement with a strong presence inside the pharmacy, and the signage broadcasts can raise awareness during customers' waiting time at the pharmacy.
What We Did
After winning the contract, we installed signage at 2,500 pharmacies nationwide and carried out publicity work. A key point of implementation was guiding the target audience along a seamless path through individual measures ranging from awareness to guidance and outreach, experience and measurement. Believing it was important to offer an attractive experience, we designed the customer flow accordingly.
We also carried out awareness and publicity work by producing various graphics and holding events at commercial facilities and exhibitions.
01. Research & Analysis
◯ Interviews
◯ Internal environment analysis (appeal and resources of the My Number health insurance card, etc.), external environment analysis (industry trends, review of points to note, etc.)
02. Basic Strategy Design
◯ Setting hypotheses for strategic direction
◯ Setting the basic strategy
◯ Designing field promotions at pharmacies
◯ Designing various events
03. Marketing
◯ Planning the promotion strategy
◯ Producing various graphics
◯ Event production: decoration, staging (equipment) and operations
04. Operations
◯ Regular meetings for verification and improvement (PDCA)
◯ Compiling and preparing reports
