Launched in 2015, TeleClinic set out to revolutionise healthcare accessibility for Germany's statutory health insurance holders through comprehensive digital services including video consultations, electronic prescriptions, and legally binding medical certificates. Operating as a comprehensive platform ecosystem, TeleClinic seamlessly connects patients, physicians, pharmacies, and insurers, establishing itself as Germany's leading telemedicine provider.

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The challenge: Telemedicine faces persistent public skepticism and regulatory scrutiny. TeleClinic had been operating in defensive mode, primarily responding to criticism rather than shaping the conversation. The company recognized the need to transition from reactive damage control to proactive thought leadership, setting the agenda on digital healthcare topics while simultaneously working to destigmatize telemedicine and showcase its tangible benefits for medical practitioners. 

We established an early-warning system to monitor emerging health policy trends, enabling us to craft strategic messaging and engage key journalists before stories broke. This proactive approach allowed us to secure favorable positioning in media coverage, and even achieve retrospective placement of our perspectives in articles that had already gone to print through follow-up expert commentary.

We strategically positioned a seasoned telemedicine physician as our primary spokesperson for media interviews. Journalists embraced this direct access to practitioner expertise, which proved instrumental in demystifying telemedicine's benefits for healthcare providers and addressing common misconceptions within the medical community.

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