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Technology & development

The Pelvic Floor

From knowledge and passion to a strong (digital) brand


Pelvic floor problems are a common condition in women. A laborious delivery, ageing or heavy strain are just a few possible causes. This inspired a team of researchers from the University of Antwerp to launch the ‘The Pelvic Floor’ online platform. A portal that aims to sensitise and inform women about preventing, reducing and remedying pelvic floor complaints. They put this ambition into practice through informative blog posts, exercise programmes and a handy self-test.

The project

Physiotherapist Hedwig Neels is on a mission: to break the taboo around pelvic floor problems among women and provide them with important principles and tools for a healthy pelvic floor. As an expert, she was looking for a way to translate her knowledge (digitally). A job for Unikoo: we met her desire with soft branding, a professional website, targeted marketing support and an advanced online self-check.

Graphic & digital design team logo

Graphic & digital design

Technology & development team logo

Technology & development

Marketing & communication team logo

Marketing & communication

A desire for intimate and warm communication

In the very first phase, Unikoo’s branding team was at play. The initial meeting revealed, above all, the need to sensitise women. During this conversation, no acrimonious and icy terms like KPIs were ever spoken, but rather a deep-seated desire to communicate about humanity and empathy. That vision initially needed a warm and friendly face and a strong name. After a fruitful brainstorming session, The Pelvic Floor was born.

Next, our graphic designers and marketers took the corporate identity in hand and visualised the feminine touch Hedwig had in mind. Soft earthy colours won a place in the revamped brand kit and made an appearance on social media and in e-mail campaigns. Both channels were used to communicate with both the female target group and business contacts - such as physiotherapists and researchers. Above all, the all-round vibe and tone-of-voice had to radiate intimacy and warmth.

A website that catalyses online visibility

What followed in phase two was a nice one-two punch between team Marketing and team Technology & Development: a brand new website to further shape The Pelvic Floor's identity and increase its online presence. While team Technology & Development ensured an elegant website in the distinctive branding style, team Marketing threw itself into keyword analysis and copywriting. The site's architecture was expertly hung around the offerings, with the numerous exercise programmes, The Pelvic Floor Bekkenbodembook and blog articles given a prominent place. Favourable ranking in Google and a flawless user journey were the goal.

Aha erlebnis during brainstorming

At no point was communication - both between departments and with the client - lost out of sight. At the end of the website project, we therefore organised an interactive workshop where we critically examined the achievements and identified new areas for improvement. Here, the idea arose to offer an online screening on the website, allowing female visitors to map the health of their pelvic floor. A challenge that our Technology & Development department eagerly took on.

Online self-check? Check!

After a short test phase, we launched the online self-check on 14 November 2022. A true feat, but we managed to strike the right balance between user-friendliness and speed on the one hand and the introduction of complex variables on the other. Because tailor-made online advice requires a solid backend mechanism. The marketing team also stayed involved in the story with committed copywriting. The results were impressive, to say the least. Since November, the self-test had already been run 2,700 times, resulting in only two errors. The application's speed and functionality held up even on busy days, such as the very first day with 1,000 respondents.

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