Situation - In India, we’ve always revered and idolized doctors. But in the last couple of years, the medical profession has come under a lot of scrutiny. Medical professionals once revered, were now being called money-minded. Media blamed doctors for every case gone wrong and rampant acts of violence broke out against them. In this situation medical professionals were feeling scared of even going to work.

Brief - The brief was to correct this perception of mistrust in healthcare in India and bring positivity about the sector and its employees.

Objectives - Our objective was to position Max Healthcare as a thought leader by taking a stand and speaking up for the entire healthcare fraternity and restore the environment of trust and faith between a doctor and the patient once again. By showing people that there’s more to a medical professional’s work and healthcare than meets the eye.

We wanted to turn this crisis into an opportunity to bring back the glory to healthcare professionals. To do that we decided to show a medical professional’s reality in their own voice, creating a healthcare campaign like no other. By showing people an unseen side of their life and finding answers to common complaints. Like, why are guards so strict? Or why has a doctor suggested a test? Through the campaign #MoreToHealthcare we showed that doctors are just people dedicated to their duty, like the rest of us. Not the money-minded, cold-hearted, selfish people they were being made out to be. In a series of 4 films, we tackled these questions and viewers got a peek into the minds of doctors, nurses, surgeons and guards. We followed this by launching a website called www.moretohealthcare.com with several videos targeting very specific questions a patient might have. This website became a platform

Insight – We often don’t understand what a healthcare professional’s life entails and only react to information without understanding the reasons.

Key Message – There’s more than meets the eye in healthcare professional’s life. For everything that a doctor, a nurse, a surgeon or a hospital guard does, there’s a reason behind it. That reason is usually the welfare of the patient.

Target Audience - The campaign was targeted at urban people who are active online and who are the first ones to troll healthcare professionals.

Assets - www.moretohealthcare.com was launched to provide a platform for patients to talk to the hospital and its doctors to clarify any doubt. Several informative videos were also launched on the website to address specific concerns that a patient’s family might have. This campaign is first of its kind because it took on some really difficult questions to help patients understand that

A series of 4 films were launched between 18th November to 7th December 2018.

The website www.moretohealthcare.com was launched simultaneously to provide a platform for patients to talk to the hospital and its doctors to clarify any doubt. Several informative videos were also launched on the website to address specific concerns that a patient’s family might have. Like, how does paperwork help in a hospital? Or the need to prevent to curb infection in a medical environment. This campaign is first of its kind because it took on some really difficult questions to help patients understand that there is more to healthcare.

The campaign went live on its website and the brand’s Facebook and Twitter page.

Within days of its launch the films went viral, with 8.4 million views and growing. Patients came out in support of doctors, nurses and other medical staff. There was a 78% rise in positive comments in the brand’s social media handles. The healthcare industry became our influencers organically. Social media forums like Doctor’s Hangout and other doctors’ groups and associations picked up on the campaign and shared it to generate awareness.

The campaign took a stand for the entire healthcare industry, to make sure that medical professionals were no longer labeled as the “bad guys” out to make money and rob people. People realized that there’s more to their reality than meets the eye. It created a deep-rooted impact not just in the medical fraternity itself, but patients also came forward to share their emotional stories where doctors and other medical professionals went out of their way to help them.