Why is this work relevant for Integrated?

Japan does not have a specific law that allows the government to conduct a lockdown in major cities such as Tokyo. So, over 460 local health centers located nationwide were overloaded with phone calls from patients concerning the virus, which almost lead to an outage of phone network services. Due to COVID-19, in Japan, more people depended on consulting with family physicians.

Background

The Shibuya pedestrian crossing, also known as the Scramble Crossing, is a good indicator of population movement in Japan. The devastating COVID-19 pandemic has affected this major city as well as other cities since January 16th, 2020. Japan does not have a national health institute, nor does it have infectious disease specialists residing at local hospitals or clinics. Shibuya Medical Association (SMA) took an early response to this pandemic by creating its original IT system to connect with the community and to prevent further infection. This campaign was prevention of medical collapse by using IT technologies and cooperate with local communities in Shibuya, Tokyo. Even in this emergency, each city's medical associations are not widely known among the Japanese citizen. Shibuya Medical Association needs to create other route to connect with the community and to prevent further infection.

Describe the creative idea

Japanese local clinics or hospitals do NOT have much opportunities to share patient's data by using IT tools and local medical association is hard to collect those data to utilize in local communities. Though having high medical technology, most hospitals and clinics ask patients to answer medical questionnaires with pencils/pens shared amongst all patients. Shibuya Medical Association is first medical association that has implemented a new IT system CLIEN where patients can make appointments and answer medical questionnaires through the website on their smartphones. And create new approach of family physician with the Shibuya market areas and community such as restaurant, café and other shopping stores.

Describe the strategy

Over 460 local health centers located nationwide were overloaded with phone calls from patients concerning the virus, which almost lead to an outage of phone network services. Most of Japanese young generation still go out every day and night as for their activities. Shibuya Medical Association need to create new route with local communities to approach them by distributing posters, new IT interface and promotion video that used famous influencers and artists.

Describe the execution

The main slogan was “Do you have a doctor you can rely on, like you have a favorite restaurant?” and other versions of the slogan with a similar message. Cooperation with the Shibuya market areas and community was conducted, including the distribution of 3,000 posters at 59 locations. Though having high medical technology, most hospitals and clinics ask patients to answer medical questionnaires with pencils/pens shared amongst all patients. SMA has implemented a new IT system where patients can make appointments and answer medical questionnaires through the website on their smartphones. As an awareness campaign, a video was broadcast from the Big Vision screen at the Shibuya Scramble Crossing to promote the utilization of family physicians. The CLIEN (Clinic Entry System) campaign involved local TV and radio stations, local Chamber of Commerce, celebrities and artists.

List the results

The result of CLIEN campaign was Awareness of the message through the video at the Shibuya Scramble Crossing: 90,000 views. Awareness through distributing the poster: 630,000 views. TV promotion: approximately 10,735,969 views (view rate 9.6%). New access to SMA website: increased by 1.39 times. Reviews from family physicians at SMA: increased by 1.68 times. Awareness of family physicians through Social Media: increased by 56.3 times. Number of patients tested positive of COVID-19 during the period of the campaign: decreased by 63% (from Aug.20th 2020 to Nov. 01st 2020).