Implementation of the “People Helping People” Social Special Project for Polpharma

What was u.comms tasked with in the project?

Pharmaceutical company Polpharma approached the communications agency u.comms to implement the “People Helping People” social special project for Medical Workers’ Day. The task was to prepare and publish a series of articles featuring doctors who remain committed to their profession and help others every day.

Project objectives:

• Showcase real stories of doctors who combine professionalism with humanity and care for their patients.
• Support the medical community by giving doctors a sense of recognition and appreciation.
• Highlight Polpharma’s values: partnership, empathy, and evidence-based medicine.
• Strengthen trust in the brand among healthcare professionals and patients.

What solutions did the u.comms team implement?

The u.comms agency developed the concept for the special project in a storytelling format built around the key idea: “Doctors are not just a profession, but stories of humanity and support.”

Key stages of implementation:

• Recruitment and interviews: We engaged doctors from different specialties, including an endocrinologist, traumatologist, cardiologists, gynecologist, neurologist, and ophthalmologist, and conducted 12 interviews with healthcare professionals from different regions of Ukraine.
• Content development: We wrote and edited the articles to ensure they were non-promotional and complied with Polpharma’s legal requirements, with no product mentions, comparisons, or evaluations.
• Photography: We organized 12 photo shoots in authentic working environments, including doctors’ offices, outpatient clinics, and city streets.
• Media publications: We secured publication of a special project featuring three female doctors on Gazeta.ua, as well as seven additional articles in regional media outlets in the Lviv, Kharkiv, Cherkasy, Zhytomyr, Dnipropetrovsk, Vinnytsia, and Zaporizhzhia regions.

What challenges did we face, and what results did we achieve?

The main challenge was working with healthcare professionals who were not accustomed to public exposure, had irregular schedules due to emergency calls or shelling, and were concerned about the accuracy of medical terminology. The agency adapted to the participants’ schedules, provided guidance throughout the process, and prepared the texts independently to preserve an authentic and human tone.