From “ouch” to appointment: how we got Antwerp clicking for Doctena
Doctena wanted to establish a stronger foothold in Antwerp. A tough challenge in a market where online medical booking platforms are still far from top-of-mind.
The challenge
Doctena.be is an online booking platform that helps patients easily find and book the right healthcare professional.
Doctena wanted to establish a stronger foothold in Antwerp. Their goal? Build brand awareness, increase traffic to the platform, and drive more bookings. A tough challenge in a market where online medical booking platforms are still far from top-of-mind.
The analysis
Doctena’s previous communication focused mainly on technical features - while patients crave reassurance, simplicity, and speed. What was missing, was empathy.
We noticed that most messages came from the platform’s perspective, not from the user’s. Yet that’s exactly when people look for comfort and clarity - in those small, vulnerable moments. That insight became our foundation: starting from relatable emotions that trigger a healthcare need - like the painful “ouch” or the worried “oops.”
Starting from relatable emotions that trigger a healthcare need.
The approach
A campaign that hurt in the right way.
We built a creative concept around the universal sounds of pain and discomfort: the “ouch” of a toothache, the inevitable “oops” of stomach pain, or the sneezy “achoo” of allergies. Each sound became the start of a message leading users to a simple solution: search, find, and book the care you need.
The mediamix
We rolled out the concept across multiple channels, using the right format for each touchpoint - from radio and online video to programmatic advertising via Meta, display, connected TV, outstream and audio. From strategy to execution: a fully integrated, cross-channel campaign.
Aspect ratio: 7/3
Aspect ratio: 6/5
Aspect ratio: 7/3
The result
The numbers speak for themselves: over 5 million impressions and nearly 20,000 clicks. The campaign gave Doctena a solid boost in Antwerp, meeting all benchmarks and exceeding reach expectations.
Beyond visibility, the platform also saw sustained traffic growth - even after the campaign ended. Antwerp’s numbers remained significantly higher than in regions where no campaign ran. That proves our efforts created not just short-term impact, but lasting results. And maybe most importantly: we gained deeper insights into the audience - into which formats perform best and which sites drive the most traffic. Proof that brand awareness really pays off.
