The Philippine arm of leading global financial services group Manulife was recently recognized at the Marketing Excellence Awards 2021 – Philippines for HealthFlex, receiving a Silver Award for Excellence in Integrated Marketing Strategy. The award recognized the company’s outstanding use of a full suite of marketing tools and channels to successfully drive its business objectives.
“We are honored to be recognized for our marketing strategy around HealthFlex, as we aim to effectively communicate the importance of having relevant financial protection against life’s uncertainties,” said Melissa Henson, Chief Marketing Officer, Manulife Philippines. “HealthFlex is a product innovation brought to life by transforming customer insights into meaningful proposition that is aligned with Filipinos’ evolving needs. At Manulife, we take to heart our goal of making every day better for our customers. By empowering them to take charge of their health, finances, and overall well-being, we can help them protect those that matter to them most.”
Manulife is focused on empowering sustained health and wellbeing. That’s why HealthFlex is designed as a highly customizable insurance product that gives customers the flexibility to select the right critical illness protection for them and enhance their coverage by adding optional benefits. Prior to its development, Manulife launched its 2020 health study, “Understanding Filipino Sentiments Toward Health and Critical Illness,” which surveyed over 500 Filipinos across the country and revealed heightened awareness among Filipinos of the importance of prioritizing their health amid the pandemic. These insights informed HealthFlex’s key design. As part of HealthFlex’s integrated marketing communications initiatives, Manulife leveraged a mix of traditional, digital and social media, including organizing the public webinar, “Flex Your Future: Personalize your journey to health and wellness“, where celebrity guests shared their health goals, habits, and personal experiences, to give Filipinos insights into starting their own wellness journeys.
At the inaugural awards, Manulife Philippines’ financial literacy program Peso Smart was also a Finalist under the Corporate Social Responsibility category, which recognizes the best marketing campaign or initiative for a charity or cause that makes a positive impact on society. Peso Smart started as face-to-face classes for public elementary school children in 2017 and has evolved to distance learning since 2020, to adapt to the demands of the pandemic. More than 200 students have graduated from the program since its inception.
The first-ever Marketing Excellence Awards – Philippines is organized by Marketing Magazine, Asia’s leading source of advertising, marketing, and media news.