Having a premium in-house medical clinic at your workplace sounds like a welcome perk for any employee. Yet in reality, Česká spořitelna’s clinic often had an empty waiting room. Our task was not only to fill the remaining capacity, but also to fundamentally change how people in a corporate environment think about prevention. We successfully increased the number of registered employees and helped build a community for whom health has become a priority.

OUR CHALLENGE: BREAKING THE “I DON’T HAVE TIME FOR A DOCTOR” MINDSET

Česká spořitelna offers its employees a premium benefit: a modern clinic, top-tier doctors, and care that continues even beyond employment. But what was the reality? Out of a capacity of 2,300 patients, only 800 spots were filled. Although 94% of employees consider quality healthcare essential, daily workload and concerns about administrative hassle often outweighed prevention.

Our goal was to gain 1,500 new registrations and position the clinic as a lifelong partner in health.

MOTIVATION AS A STRATEGY

People don’t want to hear what might happen if they skip preventive check-ups. They want to know how proper care will make their lives easier. Our communication was built on three key pillars:

1. Extreme simplicity – We emphasized that the first step requires only a name and phone number on a microsite. The clinic takes care of everything else, including paperwork.
2. A benefit for the whole family – We presented the clinic as a perk employees can share with their loved ones, such as children, partners, or parents.
3. Trust and privacy – We addressed concerns about data sharing with the employer. The clinic operates independently, and employee data is fully protected.

A MIX OF CONTENT YOU CAN’T IGNORE

We launched the #StrongerHealth campaign using a dynamic mix of channels, ensuring the message accompanied employees throughout their day. The core channels were Česká spořitelna’s internal platforms – the intranet and the internal social network Včelín. These were supported by communication on the company’s official profile and selected employee profiles. The campaign’s central hub was the #StrongerHealth microsite, which served as a gateway with a registration form, comparisons with standard GP care, and authentic testimonials from colleagues.

INFLUENCER MARKETING IN INTERNAL COMMUNICATION? IT WORKS.

One of the most interesting elements of the campaign was the involvement of an influencer. It confirmed that even internal communication can effectively leverage trusted personalities. Our collaboration with surgeon and prevention advocate Tomáš Šebek added strong professional credibility. In a podcast hosted by Česká spořitelna’s Health Manager Pavla Mendlová, he addressed a range of highly relevant and more serious topics related to prevention, health, and healthcare. Key highlights were later shared across internal channels and social media.

However, Tomáš Šebek was not the only face of the campaign. To ensure authenticity, we also worked closely with Pavla Mendlová and the clinic staff. Employees could see “their own” medical team sharing practical tips through reels and other formats.

RESULTS THAT EXCEEDED EXPECTATIONS

Thanks to the #StrongerHealth campaign, the clinic reached its full capacity for new patient intake. More than 300 new patients registered during the campaign, bringing the total to 1,100. Currently, around 60 initial check-ups are conducted monthly, representing the clinic’s maximum intake capacity. The following month (January 2026) was also fully booked. Notably, 100% of registered patients completed a preventive check-up (compared to the Czech average of approximately 40–60%). The microsite proved to be the most effective booking channel, generating the majority of registrations.

Social media campaigns on LinkedIn and Meta also performed above expectations. Information about Česká spořitelna’s employee benefits and the podcast with Tomáš Šebek reached thousands of people (Meta Reels: 126,741 unique users; LinkedIn: 71,042 users reached) and generated a total of 12,153 clicks to the microsite.

Internal communication (intranet and Včelín) proved to be the most powerful driver of website traffic and registrations, confirming the effectiveness of the internal strategy. An article titled 11 preventive check-ups for free became the most-read content on the intranet, with over 4,000 readers. Educational content helped shift employees’ attitudes toward prevention and motivated them to take action. Thanks to repeated internal communication, videos, podcasts, and articles, employees are now much better informed about the premium clinic. Peer recommendations and the involvement of a respected doctor like Tomáš Šebek further strengthened the project’s credibility.