For every 33,000 Filipinos, there’s only 1 doctor. And for those living in far-flung areas, reaching a clinic, hospital, or a doctor will take hours of travel and thousands of pesos.
These statistics opened creative agency GIGIL’s newest online video for KonsultaMD, a phone-in service for people needing medical consultations. KonsultaMD involves a team of licensed and skilled Filipino doctors who provide 24/7 consultations via phone.
The video shows big white boxes painted with a red cross appearing in unlikely locations around the Philippines — on the top of a mountain, beside a river, along the side of a country road. People who were living in these hard-to-reach areas entered the box to find a small doctor’s consultation room. Instead of a doctor, patients found a mobile phone. When they picked up the phone, they were surprised to hear the voice of a doctor on the other end.
For the first time, these rural communities, among them indigenous people, have ready access to a doctor because of KonsultaMD’s phone-in service. The video further showed how much even just a simple phone call to a doctor can help patients get medical attention.
“KonsultaMD was introduced to the country in 2015. Despite being in the market for 2 years already, it still remains unknown amongst many Filipinos. The campaign objective was to create awareness and generate acquisition,” said Herbert Hernandez, Partner at GIGIL.
“We wanted to not only tell Pinoys that there’s a doctor wherever there’s a phone, but also allow them to experience it first-hand. Given that leap, we came up with a mysterious way to demonstrate this — by installing unstaffed pop-up clinics in medically underserved areas in the Philippines. We named it Doctor Everywhere’ to highlight KonsultaMD’s main advantage: direct access to real medical doctors, no matter where one is,” he added.
Hernandez further explained that the film captured real experiences and reactions from the patients. “We set up the unstaffed pop-up clinics in different far-flung areas of the Philippines and filmed people from the nearby communities lining up outside of them. The hidden cameras inside captured people’s real reactions to seeing just a mobile phone, rather than a physical doctor. Real consultations then took place,” he stressed.
The audience can further expect more videos to be released addressing different barriers to calling in for medical advice.
As of posting, the Facebook video has 21,000 views, more than 600 reaction and 260 shares.
Creative Agency: GIGIL
Clients: Maridol Ylanan, Vinchi Sy-Quia
Partners: Badong Abesamis, Herbert Hernandez, Isabel Prollamante
Senior Copywriter: Jeano Cruz
Copywriter: Nikka Melchor
Accounts: Sai Guerra
Illustrator: Kat Melo
Director: Marius Talampas
Producer: Mara Bernaldo
Editor: Alvin Chan