Embarrassing Bodies (EB) is an award winning healthcare case study. Maverick Television’s brief was to focus on people who felt they had a health issue too embarrassing to speak directly to their doctor about – the twist, why not encourage them to reveal it to eight million internet users.
healthcare case study
10 facts about the Embarrassing Bodies
1. Television first series – EB was launched in 2007 with a series of resource videos to support the programme, including self-check guides.
2. Results, results – EB had an average of 2.8 million viewers per episode, peaking at 3.2 million.
3. EB website – is one of Channel 4’s top three online properties, with 25 million visits, 180 million page views, and has won three BAFTA awards.
4. Digital toolkit – the EB brand now encompasses websites, apps, games, crowdsourced projects, live on-air video consultations, interactive health tools and more.
5. Social Media – EB has dedicated EB Facebook and Twitter channels that generate contextual links and relevant content during each broadcast whilst also engaging viewers in conversation.
6. Online tools – the STI risk check tool has helped users determine their risk of sexual infections and recommends resources for further support. It was built to be mobile accessible and designed with privacy in mind.
7. Second screening – EB offers the ability to select appropriate online and offline channels that can be seamlessly integrated to engage patients and influence a positive change in attitudes or behaviours.
8. Community sharing – on the website Maverick Television added a feature to allow in-line commenting, people asked questions, shared concerns and in turn popular themes.
9. Mobile – to help address public health issues Maverick Television launched a number of mobile videos cut down to around a minute so an individual could self-check themselves in a private space.
10. Online conversations – online advice was designed to provide practical health advice that complemented the television show.
EB reconnected people with healthcare issues. Above all, patient confidentiality was respected which made the interactive health tools so popular. So, for example, users anonymously compared their results to other viewers across a range of criteria including age, gender, ethnicity and location. Share your marketing campaign thoughts below or on Twitter.
