Medical assistants (MFA) - the indispensable pillars of medical care
The Berlin Medical Association (ÄKB) is not only the professional representative body for around 35,000 doctors in the capital, but is also responsible for the training of medical assistants (MFA). They provide outpatient care alongside the medical profession and are an indispensable part of the healthcare system.
The Medical Association has launched a campaign to promote the MFA profession - we have developed a communication strategy to attract more people to this important task.
MFA: indispensable and representative
Medical assistants (MFA) are of central importance in outpatient medical care and at the same time represent the city of Berlin in all its diversity like few other professional groups: This is the central theme of the communication campaign that we developed for the Berlin Medical Association (ÄKB).
Practices lack MFAs
For some years now, it has been observed that medical assistants are increasingly leaving practices or even the profession and that there are not enough applicants.
Against this backdrop, the Berlin Medical Association commissioned us to develop a communication strategy: it wants to counteract the shortage of skilled labour with a campaign, raise the profile of the profession and establish the medical practice as an attractive place to train and work. Underlining the importance of MFAs for society and recognising their work were two further key motives.
Co-creative for a better understanding of the MFA
Based on an initial analysis of the professional field, we worked out the main target groups and how to address them appropriately in a co-creative workshop. Using a touchpoint analysis, we were able to identify addressees and develop initial ideas for possible core messages and the appropriate tonality. Finally, we worked closely with the client to define a coherent campaign strategy and adapted the derived measures to the chamber's vision and identity.
Appreciation of merit
With this campaign, we are focussing on the achievements of MFAs and showing them recognition and appreciation: MFAs have unique strengths that they use every day for the benefit of others. Our campaign presents them as holders of elementary competences that reflect the skills of Berliners. In doing so, we are making a strong identification offer by presenting MFAs as a mirror of their city and emphasising their essential role in the community fabric.