Challenge
Low health literacy in the Philippines leads many individuals to manage severe illnesses at home rather than seek professional care, resulting in poor health outcomes and delayed treatment. To dismantle these cultural apprehensions and address widespread medical misinformation, Cardinal Santos Medical Center (CSMC) sought to educate the public on critical health issues—spanning cardiovascular care, oncology, and COVID-19 management. The institutional challenge was to position CSMC as a trusted healthcare authority, build grassroots public health awareness, and convert digital engagement into actual patient consultations.
Solution
CSMC conceptualized “Project WebiCon,” a series of virtual interactive seminars combining public health education with press conferences streamed via Zoom and Facebook Live. The hospital deployed its leading medical specialists, patient advocates, and external experts—including the OCTA Research group—to address pressing national health concerns, from minimally invasive surgical options to pandemic response strategies.
Grupo Agatep directed the campaign’s media relations strategy, driver outreach, and earned media amplification. The agency managed targeted invitations for traditional and digital journalists, drafted and distributed post-event news releases, and tracked media pickups across every edition. Grupo Agatep’s media push extended the reach of the webicons far beyond live attendees, transforming clinical discussions into national news stories.
Results
Originally planned as a two-part pilot, strong audience demand expanded the initiative into a six-part series that delivered significant clinical and media outcomes.
Grupo Agatep’s media push drove extensive nationwide coverage across print, broadcast, and online platforms, generating high-volume media pickups and substantial earned media value. The webicons directly supported institutional growth, contributing to a strong majority share of new patients for the hospital during the campaign period. The sessions consistently attracted hundreds of participants and media representatives per event, securing exceptionally high satisfaction ratings and establishing the hospital as a primary healthcare provider of choice.
