gesund.de Launches Nationwide Advertising Campaign In The Best Minute Before Tagesschau

The gesund.de CardLink campaign kicks off with a highlight on Saturday, 21 September: the 52-seconds-commercial will be broadcast directly before the most famous German news programme Tagesschau at 8 pm. This launch will be followed in the coming weeks and months by further commercials and adverts in print, online, radio, TV and social media, a nationwide poster campaign, over 3 million advertising materials for pharmacies and many other marketing activities.  

According to projections, the campaign will achieve a total of over 1.5 billion contacts in the first few months and thus give gesund.de CardLink and the offers of participating pharmacies an impressive increase in reach throughout Germany. The gesund.de campaign was developed together with local pharmacies from the outset: Pharmacy owners and employees contributed their ideas and wishes in personal discussions and workshops; they are the co-creators and stars of the campaign.  

The campaign has real catchy tune potential: gesund.de was able to secure the license rights to the world-famous feel-good song “Don't Worry, Be Happy” by Bobby McFerrin for the 52-second TV commercial. The lyrics were rewritten for the gesund.de CardLink campaign as “Ich kenn’ das, ich scan das” and sung by real pharmacists and patients. 

“With this campaign, we wanted to create something real and optimistic – not a staged advert, but a message that touches people,” says Maximilian Achenbach, Managing Director of gesund.de and responsible for marketing. The TV commercial will celebrate its premiere on ARD on 21 September, in the so-called “Best Minute” immediately before the Tagesschau, the most important news format on German TV. This placement alone promises 3.5 million contacts. The campaign will reach over 32 million contacts in the first week alone. 

“Our goal with this high-reach campaign is to put the local pharmacy centre stage in a way that is both original and authentic,” says Dr Peter Schreiner, CEO of gesund.de. “We want local pharmacies to be the point of contact remain the number one point of contact for patients, even when it comes to filling e-prescriptions digitally.” 

That's why gesund.de deliberately brought real pharmacists in front of the camera. They are in direct contact with patients on a daily basis and embody closeness, trust and excellent service. One of the main actors in the campaign is Dr Uwe Klaus Jendretzki, owner of the Thalia pharmacy in Berlin. He says: “gesund.de and the local pharmacy combine familiarity and digital convenience: personal advice, direct service and fast delivery of medication – you simply can't beat that.” 

A third of all pharmacies in Germany already use the gesund.de service for their customers. Since the rollout of gesund.de CardLink on 31 July as the first German app, more and more partners have joined. More than two thirds of all pharmacies that work with gesund.de are already benefiting from orders via gesund.de CardLink.