VZP: Systemshop

Systemshop – The Real Price of Health  

In the Czech Republic, more than half of the population is insured by VZP, the General Health Insurance Company. Healthcare is perceived as “free” — but the reality is very different. Rising costs and unnecessary waste threaten the long-term stability of the system. Traditional awareness efforts failed to change behaviour, so we decided to confront the issue in a way people couldn’t ignore.

Czechs are among the most active online shoppers in Europe. To tap into this habit, we transformed VZP’s financial data into an e-commerce experience: Systemshop. Instead of electronics or fashion, users browsed real medical treatments with their actual prices — from a broken arm to complex surgeries. With options to add to cart and proceed to checkout, the experience revealed what “free” healthcare really costs.

By borrowing the mechanics of retail, Systemshop created a nationwide conversation about the value of public healthcare. The campaign captured attention across media, provoked debate, and encouraged people to use the system more responsibly — showing that transparency can be the first step towards sustainability.

Watch the campaign case study here: YouTube link