The opportunity
Many sectors were under pressure during the COVID-19 pandemic, but arguably none more so than healthcare. Mediclinic went from operating at full capacity to having elective surgeries prohibited as COVID-19 peaks filled their wards. Their staff supported severely ill patients under emotionally demanding conditions.
With patients delaying elective procedures and urgent care, Mediclinic approached Media24 Advertising & Content Marketing for support in reassuring the public that its hospitals were safe spaces. The aim was to encourage people to prioritise their health, avoid worsening conditions and resume elective surgeries where possible.
The solution
A reassurance campaign was created between September and November 2020 to communicate that Mediclinic hospitals were open and safe for childbirth, elective surgeries, specialist visits and emergency care. This became the #HereForYou campaign.
Media24 Advertising & Content Marketing (known as New Media at the time) aligned quickly with the evolving brief. From early COVID-19 education to urgent public messaging, we developed editorialised educational videos – one overarching corporate message and individual hospital videos – supported by safety-focused content.
The campaign covered hospital-level safety protocols, new services, the return of elective surgeries, emergency centre information, visiting-hour updates and community outreach initiatives. While the campaign was launched nationally, hospitals were encouraged to share messaging on local platforms to better engage their communities.
The results
Mediclinic’s #HereForYou campaign was singled out by its chief marketing officer as one of the greatest successes of the year. It achieved:
- 12 583 335 impressions
- 1 458 431 video views
- 52 679 engagements
- 10 593 400 website visits
While it was difficult to measure the direct impact on elective surgeries, the national emergency centres manager reported an increase in emergency visits after previously quiet periods.
Mediclinic’s payoff line, “Expertise you can trust”, aligns naturally with the long-term value of content marketing. By delivering useful, informative content, Mediclinic positioned itself as a trusted healthcare partner and authoritative voice.
