The medical fraternity in India was undergoing a crisis and there was an environment of mistrust. Medical professionals who were once revered, were now being called money-minded. So Max Healthcare decided to speak up for the entire healthcare fraternity. The campaign spanned across multiple mediums and comprised of a website, a social media campaign, digital films and over the top content.

The Code of Ethics Regulations of the Medical Council of India protects patients’ rights, by comparing the code with the charter of patients’ rights of the Consumer Guidance Society of India.

The medical fraternity was living in fear due to several incidents which had created an environment of mistrust. They feared going to the hospitals, unable to focus on work – affecting healthcare practices. That’s why this work is monumental in addressing this issue to re-establish the patient-doctor trust.

Situation - The healthcare industry was going through a crisis. Medical professionals who were once revered and idolised, were now being called money-minded. Media blamed doctors for every case gone wrong. Rampant acts of violence broke out against doctors. In this atmosphere of hate-mongering, medical professionals felt traumatized, unable to focus on their work.

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

Objective - Our objective was to position Max Healthcare as a thought leader and establish their excellence in treatment and restore the environment of trust and faith between a doctor and the patient.

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. 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 for patients and the hospital to engage in a transparent conversation.

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

Integration – The campaign was launched with 4 digital films on social media like Facebook and Twitter and YouTube. We followed it up by launching a website www.moretohealthcare.com with several videos targeting very specific questions a patient might have. This website became a platform for patients and the hospital to engage in a transparent conversation. The campaign also included several informational videos and OTT content sites.

Approach - We wanted to challenge the usual template for hospital communication and completely turn it around. Instead of talking from the perspective of the hospital, we decided to talk from the viewpoint of its employees – doctors, nurses and other staff, and show us their side of the story.

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.