The Medical City bags two major awards at Healthcare Asia Awards 2023
TMC's initiatives and innovations revolutionise healthcare in the Philippines.
The hospital continues to revolutionise healthcare in the Philippines through its initiatives. The Medical City (TMC), a leading healthcare institution in the Philippines, once again received the “Hospital of the Year - Philippines” award at the recently concluded Healthcare Asia Awards 2023. This prestigious recognition makes TMC a back-to-back winner of the coveted award—a testament to TMC’s great efforts in revolutionising healthcare in the Philippines.
In 2022, TMC was recognised by multiple award-giving bodies for consistently reaching new heights through clinical excellence and innovation. A notable example of this is how TMC exemplifies the continued trust of the international community, accommodating a record 1,023 foreign patients, mostly from the Pacific Islands, with unmet urgent and high-quality healthcare needs. TMC’s pursuit of serving the global market has gathered positive business outcomes, with performance exceeding the 2022 targets by 20.4%.
TMC is also at the forefront of clinical and biomedical research in the Philippines through the launch of its homegrown Clinical and Translational Research Institute. Leveraging on its robust network, TMC established a clinical trial unit structure that spans all its hospitals, a first in the country.
Moreover, another testament to TMC’s continuous efforts in elevating the healthcare sphere is how it scaled its remote services through the "COVID HomeCare Program" and "Hospital-at-Home," enabling TMC to extend its services, with medical practitioners administering antibiotic infusions, laboratory testing, and physical consultations right in the patient's homes, which generated 3,150 programme enrollees with an impressive 99.9% recovery rate.
Apart from bagging the prestigious “Hospital of the Year - Philippines” award, TMC was also recognized for its outstanding marketing campaign “#EveryBeatMatters” which promoted cardiovascular services through a combination of original music, video, and graphic material. This campaign received the “Marketing Initiative of the Year - Philippines” award.
Music became the heart and pulse of this award-winning campaign, informing the taglines, shaping the storyboards, and ultimately scoring the portrayal of several cardiovascular interactions within the marketing materials due to each track’s beats per measure (BPM).
Through the novel use of original music, TMC was able to engage audiences with both commercial and medically accurate audio-visual content; brand its cardiovascular services through original music, for use in marketing, patient education, and service delivery; and provide evergreen and adaptable marketing content/assets for the entire TMC Enterprise to use for cardiovascular services.
Not to mention, it was also the first campaign of TMC to incorporate a multiverse of characters, a concept introduced to the public by superhero and action-movie franchises.
The characters depicted in the main content for #EveryBeatMatters were eventually featured in other marketing materials of TMC. This approach to adaptable content and a cohesive narrative for a multi-regional campaign is similar to how marketing campaigns are approached by big brands like Mcdonald’s, Disney, and Apple—but rarely in the healthcare space.
By the end of 2022, CVI recorded 691,822 impressions, 66,267 impressions, and a 50.4% increase in engagement rate on TMC’s social media. Leading the charge into the future of healthcare, TMC understands that it does not need to go where others have been—but create a new path for itself. With the complete understanding of the idea that as a healthcare company, it also is in the business of laymanising health issues—and campaigns such as #EveryBeatMatters reinforce this belief, using innovative and future-forward platforms and strategies.
The Medical City as an enterprise also wins Primary Care Provider of the Year with TMC Clinic and secures the second ESG (Environment, Social, and Governance) Program of the Year award for TMC South Luzon. At present, The Medical City is the largest healthcare network in the Philippines operating a single brand.
With all these, TMC continues to lead the way in revolutionising healthcare in the Philippines while capitalising on its creativity in sending important messages across.
The Healthcare Asia Awards aims to honour hospitals, clinics, and other healthcare providers that have risen above the challenges and made a remarkable impact by innovating and reinventing initiatives to better serve patients and protect employees.