Ms. Watcharaporn Charoenthamwatchon, Director of Design Management and Creative Strategy for Digital Marketing Communications at the Phyathai-Paolo Hospital Network, said that with over 94% of Thais accessing the internet and spending at least three hours daily on social media, health has increasingly become a topic of growing interest. Moreover, more than 89.3% of users follow or search for health information online every day.
Therefore, creating health content that stands out, is distinctive, and consistently captures attention is not easy. Nevertheless, Phyathai Hospital has successfully built engagement and won the hearts of social media users continuously, earning recognition as one of the top five finalists for Best Brand Performance on Social Media at the Thailand Social Award.
Ms. Watcharaporn further explained that the key is not just the idea itself, but the attitude and work system that enable everyone on the team to share the same vision and move forward in alignment.
Managing a digital team with diverse skill sets—including creatives, designers, online marketers, web platform developers, and branding communicators—requires establishing a common language for communication. This ensures everyone shares the same understanding from strategy through to execution.
The team emphasizes co-creation through brainstorming, workshops, and sprint sessions, providing space for idea exchange, real experimentation, and learning from data. As a result, campaigns are driven not by intuition but by insight. They use A/B testing, data analytics, and audience behavior mapping to deeply analyze the target group’s position in the customer journey, their concerns, and the type of information they need, designing content that effectively meets and reaches the audience.
In creating health content, credibility is a core asset. The team works closely with doctors, nurses, nutritionists, and pharmacists to distill medical knowledge into easily understandable information communicated via digital platforms. They believe that understanding creates trust—truly understanding consumers allows the brand to communicate as a Health Buddy rather than merely a service provider.
At the same time, understanding oneself is equally important. The team must recognize its strengths and identify development gaps, systematically combining data and expertise to produce content that not only meets communication goals but also creates long-term impact on consumer trust.
Ms. Chanisara Ketsuewiriyakul, Manager of Digital Marketing Communication Strategy at Phyathai-Paolo Hospital Network, described the creative content process on social media. It begins with collaboration with the Analytics team, using data from online user behavior to analyze and find insights about people at different times, including seasonal and current social trends.
The goal is to align content with the context the target audience is facing, resulting in genuine engagement. For instance, during election periods, the team adapted the campaign format of election posters into a 'doctor election' campaign across various specialties, immediately connecting with social trends and generating strong engagement.
Another key approach is focusing on the communication feeling—not just promoting medical expertise but delving into differences across generations, including lifestyle, emotional pain, expectations, and relationships with people around them. Messages are crafted to match each group’s mindset, allowing content to reach and resonate deeply, creating shared emotional responses.
For this reason, Phyathai Hospital’s content undergoes multiple layers of consideration and is designed in various versions to accommodate the diverse online audience today. The next step is to distribute each version to the right online groups through appropriate distribution strategies.
Ms. Ketsanee Patanakul, Manager of Digital Media Marketing and Data Analytics at Phyathai-Paolo Hospital Network, added that effective communication in the modern era is not just about broadcasting messages widely but delivering messages that truly understand and resonate with consumers at the right time and context. Back-end data management is therefore not merely about summarizing sales or view statistics.
It includes in-depth analysis of consumer behavioral insights from conversations on e-commerce platforms and all social media channels. This data is a valuable reflection that helps the team genuinely understand consumers’ needs, concerns, and hidden motivations.
With clear insights, the team can further develop content and communication strategies that are timely, relevant, and heartfelt. For them, marketing is not just about business figures but about building long-term relationships between the brand and consumers.
The ultimate goal is not merely increasing reach or engagement but establishing consumer trust so that the hospital is seen as a reliable health companion through all stages of life.