MyHealthChecked
MyHealthChecked: Women’s health, at the heart of the conversation
We turned hidden heart risks into national headlines and growing demand for at-home health testing.
The challenge
In the UK, public hospitals and GP surgeries are under significant strain, with many patients waiting weeks or even months for appointments. MyHealthChecked, a service that offers at-home testing, couldn’t have come at a more needed time.
Its service makes healthcare more accessible, offering consumers convenient, accurate insight into everything from iron deficiency to cholesterol levels. At home testing can also help its users to detect symptoms early, receive faster diagnoses and find more targeted solutions.
Our approach
But life-changing technology can only work if it’s being used by those it could help. Scepticism among both consumers and the media about the reliability and accuracy of at-home tests was getting in the way.
We worked with MyHealthChecked to build credible presence in consumer health positioning the brand as an expert voice and building trust with the general public, particularly with their core audience of women.
At the heart of our work was a communications strategy built around two objectives: establishing MyHealthChecked’s authority in the category, and shining a light on health issues that weren’t getting the attention they needed among their core audience of women.
We launched the Supporting Her Heart campaign, built from the insight that women are more likely to have a fatal heart attack than men, often because of little-known risk factors. And so we set out to educate women about the causes, and encouraging more to investigate their heart health earlier ultimately raising awareness of MyHealthChecked’s heart health products.
Grounding the campaign in data that journalists could use, we commissioned research which found that 94% of women were unaware of the most common risks to their heart health. We partnered with an NHS doctor to create guidance on the hidden signs of heart disease, including how women can identify them, highlighting the importance of testing.
Heart health was also a strategic priority for Boots, a key retail partner for MyHealthChecked, which made Supporting Her Heart an important campaign for both the brand and its distribution ambitions. The campaign achieved placements across 17 titles, including national press and key women’s media.
Ambassadors shared their stories
We also created an ambassador programme and gathered testimonials and case studies for the MyHealthChecked website. A hub of real stories from people who had used the at home tests to share with the media, supporting the communications strategy.
These ambassadors played a key role in our media outreach, with stories tied to topical themes such as Dry January, the Hyrox fitness craze, and gluten intolerances pegged to the airing of the Great British Bake Off.
Sharing the tests with This Morning viewers
Natural product placement was also key to increasing brand awareness. MyHealthChecked was featured on ITV’s This Morning as part of a segment on at-home testing, that we worked with the show’s team to develop.
Presenter Ben Shephard tried MyHealthChecked’s Vitamin D Rapid test on screen, telling viewers: “It’s a very simple process, and the pin prick was super easy.”
The impact
The comms programme achieved 520 pieces of earned media coverage, across titles including the Daily Mail, Woman’s Weekly and LADbible.
- 64% included a web link to MyHealthChecked and/or Boots
- 44% referenced a specific MyHealthChecked test by name
- 16% included a real-life case study a key strategic objective
We also helped boost website traffic to MyHealthChecked by 159% in a year. Following one of our stories, sales of the Intolerances and Sensitivities tests increased by 40% month on month, while sales of this test in Boots doubled.
Want to turn important health issues into national headlines and real demand? Get in touch
