Outperforming the competition
Case Study – Doktor.De

About Doktor.De

The subsidiary of the Swedish company Doktor.se is launching a completely new healthcare concept in Germany. It combines a digital patient journey with existing physical structures. On the one hand, it offers a telemedicine service via its own Doktor.De app. On the other hand, it operates GP practices in order to digitize them and thus help doctors to ensure medical care in the future.


  • Strong competition from established telemedicine providers
  • Concept of hybrid care still relatively unknown within the market
  • Strong reservations among physicians in private practice and industry associations regarding investor-managed medical care centers


  • B2C communication to make Doktor.De known to patients as a trustworthy partner.
  • B2B communication to establish the new concept of hybrid care and to promote it as an important part of future medical care.
  • Collaboration with Doktor.De partner physicians as trusted testimonials.
  • Collaboration with public affairs in order to monitor regulatory trends and to be able to consider political measures in communication at an early stage.


  • Significant increase in awareness of Doktor.de’s telemedicine offering
  • Establishment of Doktor.de as a pioneer with regard to a hybrid care concept for patients.  
  • Contact person for Tier1 media (e.g. Ärztezeitung, Tagesspiegel, Handelsblatt, Wirtschaftswoche) regarding health policy issues
  • Strengthening of Doktor.De as a partner of physicians, guest articles in industry media (e.g. Doctors Today, Journal Med, Healthcare Digital, Medscape) and association media (Der Hausarzt).

PIABO's services

  • Media relations B2C and B2B
  • Writing guest articles
  • Public Affairs
  • Speaker placements
  • Strategic and conceptual consulting
  • Thought leadership & personal branding of the German managing directors
"Doktor.de has opted for the doctor-on-demand concept. This means that you always get the right expert or specialist for your problem right away."
Berliner Zeitung

What our clients say

MD Susanne Kreimer

Co-CEO, Doktor.de

„PIABO builds a bridge between the concrete needs of our target groups and implementation into communication measures. This was an important building block in convincing patients and doctors of our value.”

Markgrafenstraße 36
10117 Berlin
+49 30 2567 2050