Industry: Healthcare, Health Maintenance Organization (HMO)
Founded: 1987
Location: Philippines
Maxicare Healthcare Corporation, established in 1987 by a group of esteemed doctors and businessmen, is a leading Health Maintenance Organization (HMO) in the Philippines. Known for its comprehensive healthcare programs and expansive network of medical providers, Maxicare has grown to become the top HMO in the country. Their unwavering commitment to customer support and quality service has been pivotal to their success, enabling them to fulfill their mission of providing a superior healthcare system.
Project Background
Maxicare sought the expertise of Ensight Digital Marketing to enhance their brand presence and effectively communicate their extensive range of healthcare services to a broader audience. The primary challenge was to create engaging and informative media content that would resonate with both existing members and potential clients, highlighting Maxicare’s position as the leading HMO in the Philippines.
Project and Objectives
The objectives of the media production project were threefold:
Enhance Brand Awareness: Increase Maxicare’s visibility in the digital space and reinforce its status as the No. 1 HMO in the Philippines.
Educate the Audience: Deliver clear, compelling information about Maxicare’s healthcare programs and services.
Engage Stakeholders: Create content that effectively engages existing members, potential clients, and medical providers, strengthening their connection with the brand.
Strategy and Execution
To meet these objectives, Ensight Digital Marketing developed a comprehensive media production strategy that included the following key components:
Video Production:
Corporate Videos: A series of corporate videos were produced to highlight Maxicare’s history, mission, and values. These videos showcased the company’s journey from its inception to becoming the leading HMO in the Philippines, reinforcing its brand story and leadership.
Service Explainers: Ensight produced explainer videos detailing various healthcare programs and services offered by Maxicare. These videos were designed to simplify complex medical information, making it more accessible and understandable to the audience.
Customer Testimonials: Testimonials from satisfied members and medical providers were filmed to build trust and credibility. These authentic stories helped demonstrate the real-world impact of Maxicare’s services.
Social Media Content:
Infographics and Animated Videos: Engaging infographics and short animated videos were developed to be shared across Maxicare’s social media platforms. These visual elements illustrated key services and benefits, capturing the audience’s attention and effectively conveying important information.
Live Sessions and Webinars: Live Q&A sessions and webinars were coordinated with healthcare professionals to address common health concerns and promote preventive care measures. These interactive sessions allowed Maxicare to engage directly with its audience, providing valuable insights and fostering a sense of community.
Digital Campaigns:
Targeted Ads: Ensight launched targeted ad campaigns across various social media platforms to reach specific demographics. These ads emphasized Maxicare’s unique selling points and comprehensive care programs, helping to attract potential clients.
Content Calendar: A content calendar was implemented to ensure consistent posting and maximize engagement. This calendar aligned with health awareness days and seasonal health trends, ensuring that Maxicare’s messaging was timely and relevant.
Results
The media production campaign led to significant improvements in Maxicare’s digital presence and engagement. Key results include:
Increased Brand Visibility: The campaign resulted in a 35% increase in social media followers and a 50% rise in video views within the first three months. This surge in visibility helped Maxicare reach a broader audience.
Enhanced Engagement: Social media posts experienced higher engagement rates, with a notable increase in likes, shares, and comments. This higher level of interaction indicated that the content resonated well with the audience.
Improved Awareness: Public awareness of Maxicare’s services grew, as evidenced by a 40% increase in inquiries and new membership sign-ups. The campaign effectively communicated the benefits of Maxicare’s healthcare offerings, attracting new clients.
Conclusion
Through the strategic media production efforts led by Ensight Digital Marketing, Maxicare Healthcare Corporation successfully amplified its brand presence and effectively communicated its comprehensive healthcare services to a wider audience. The high-quality video content and targeted digital campaigns not only reinforced Maxicare’s position as the leading HMO in the Philippines but also fostered stronger connections with both existing and potential clients. This project underscored the power of strategic media production in elevating brand visibility and engagement in the competitive healthcare industry.
