A conference-style newsletter on gut health for pharmacists in Kyrgyzstan

Starting point

The previous project was the Ramadan newsletter “How to support your gut during Ramadan”.

What we learned about the audience

Pharmacists regularly attend conferences, and the format is familiar to them: sessions, talks and round tables are perceived as training rather than advertising.

Task

Continue the educational newsletter for pharmacists in Kyrgyzstan, develop the gastrointestinal topic and hold the attention of a professional audience by combining medical content with a creative approach.

Solution

1. 01

   Concept: a newsletter in the format of a scientific conference, with each letter as a “session”

2. 02

   Feasts: abdominal pain, antispasmodics, liver protection

3. 03

   Infections: intestinal infections in children, probiotics, differential diagnosis of spasms

4. 04

   Communication: how to talk about diet, constipation and weight

5. 05

   Medical storytelling and the identity of a professional event

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Result

• Audiencepharmacists in Kyrgyzstan who had already read the Ramadan newsletter
• What pharmacists gottraining in a conference format: sessions, talks and cases from real practice
• What the brand gotcommunication continued without a pause after Ramadan, with the attention of an already engaged audience

What worked

1. The conference format gave the newsletter the weight of a professional event.
2. The topics grew out of real situations at the pharmacy counter: feasts, children's infections, conversations about diet.
3. Continuing after Ramadan kept the attention of an already engaged audience.

Team

• Maria MityashinaChief medical editor
• Elena TorunovaMedical editor
• Ekaterina LoganovaArt director
• Anastasia PotapenkoProducer