Lääkärikeskus Aava Jäärähuolto “Health check for stubborn people”
Everyone knows a Jäärä: the stubborn and grumpy person who won’t go to the doctor even if he’s or she’s practically holding a hernia in one hand and head in the other. The fact that Jääräs exist is proven by statistics, and while they might not take care of themselves, their loved ones certainly do. In fact, for every Jäärä, there are ten concerned loved ones.
This discovery led to the creation of Aava’s Jäärähuolto, a service that builds brand value, drives business results, and can even save lives.
The service was designed together with healthcare professionals to minimize all identified purchase barriers from a Jäärä’s perspective. The entire care chain—from booking lab appointments to visiting the doctor—was made as easy as possible for Jääräs.
We also knew that a Jäärä wouldn’t embark on a treatment journey due to their own needs, so we targeted our marketing primarily at their concerned loved ones instead.
Jäärähuolto became a lasting commercial success, consistently selling well for years. Its advertising strengthened Aava’s desired brand image and increased staff loyalty to their employer. Jäärähuolto won the Service Design category at the Grand One Awards.
