Serviceplan Group and Schoen Clinic launch cross-media campaign

Hallo Mensch
Hallo Mensch

"Hallo Mensch": Serviceplan Group and Schoen Clinic launch cross-media campaign

Schoen Clinic Group has launched a large-scale, cross-media campaign. The communication strategy has been designed around the claim "Hallo Mensch” and will be shared via social media activities and TV spots at prime time – an absolute first in German hospital marketing. OoH and print measures will follow. Schoen Clinic is an integrated client of the Munich House of Communication: the Serviceplan Consulting Group were responsible for developing the brand positioning; Serviceplan Health & Life has conceived and implemented the campaign.


Munich, 27 January 2020 – Schoen Clinic has launched a cross-media campaign together with Serviceplan Health & Life under the slogan "Hallo Mensch". Schoen Clinic is the first German hospital group ever to use TV advertising – and at prime time. A total of six spots can be seen from today on RTL, Vox, Sat.1 and NTV, among others, and on social media. The TV spots were directed by Luis De Maya out of Production House Neverest.  Further measures will follow in the Out-of-Home and Print channels, with the print campaign photographed by Niko Schmid-Burgk.

"Schoen Clinic Group stands for medical excellence and humanity. Patients today have the choice between different hospitals. We would like them to choose a Schoen Clinic because here they are treated at the highest medical level and with great humanity," commented Dr. Mate Ivančić, CEO of Schoen Clinic SE, explaining the motivation behind the large-scale campaign.

The individual communication measures of the "Hallo Mensch" campaign reflect this new orientation, and convey emotion in a highly medical environment, and empathy between staff and patients. The focus of the campaign is on the six main themes of Schoen Clinic service portfolio; eating disorders, back pain, hip problems, Parkinson's, obesity surgery and heart disease.

"Often the illness and its therapy are so much at the forefront of clinical medicine, that too little attention is paid to the individual and his or her medical issues. In contrast, Schoen Clinic attaches great importance to care and human closeness. During our work on site we were able to experience what it is like when top-class medicine meets humanity,” added Mike Rogers, Creative Managing Director of Serviceplan Health & Life. "We are proud to express this approach with our campaign."



The largest family-run hospital group in Germany treats all patients, regardless of whether they are covered by statutory or private insurance. Since it was founded by the Schoen family in 1985, the company has focused on quality and excellence through specialisation. Its medical specialities are mental health, orthopaedics, neurology, surgery and internal medicine. At 26 locations in Bavaria, Hamburg, Hesse, North Rhine-Westphalia, Schleswig-Holstein and Great Britain, 10,600 employees treat around 300,000 patients each year. Schoen Clinic has been measuring treatment results for many years and derives relevant improvements for its patients from this on a regular basis.

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Sina Vonhausen

Sina Vonhausen

Corporate Communication

+49 89 2050 2579