Caritas in Panic Mode - A Lesson in Online Advertising

Apparently our blog was reported to WordPress by operators at Caritas Health Shield for exposing the truth.

HMO Karma was taken down for a short amount of time on September 5 during the height of the controversy. In a desperate attempt to revive my blog, I searched for my backup in the bowels of the internet and found this:

Caritas Health Shield lame attempt at online advertising

Caritas Health Shield is attempting to advertise online!

Instead of trying to find my backup, I took this screenshot. This is laughable. A lame attempt at advertising. I forgot about my backup and thankfully this blog was revived.


What's Wrong With Caritas' Advertisement?


I am not an online marketing expert but let me share to you what's wrong with their advertising: Everything.


Use of Keywords


It is only when you search for "Caritas Health Shield" that the advertisement appears. They should have advertised for the word "Caritas Health Shield complaints" or "Caritas Health shield reviews" or "Caritas Health Shield news" so their website will appear on the result pages of google when people would search for reviews about them. Especially now that they are in the limelight, people are desperately searching about "how to cancel your health card."


Use of Title


Why the hell do they repeat the title in their tags? Are their target audience that illiterate? Or maybe their web developer doesn't know how to properly parse the title tag? Caritas Health Shield, you can copy my title tag here: <title>Caritas Health Shield - The Cr*ppiest Private Health Card</title> not

caritashealthshield.com.ph - Caritas Health Shield - Private Health Card


Use of Meta Description


Apparently their marketing has nothing to say except "CARITAS HEALTH SHIELD is one of the leaders in <sh*tty> health care management". For the marketing in Caritas, this is what I can say: Google accepts about 160 characters in their meta description. Any person who reads adwords will not miss the instruction to enter 160 characters in the meta description to properly describe the page. (Note: I just researched "how to advertise in google" so this is not in-depth.)


Use of Site Links


Are you in the car business? Your site links are the following:

Brand New - 100% Customer Service - Fast Delivery - Order Now.

Site links such as that is for any other business except yours. And the site links have no links in it.

First of all, what is brand new with you? And customer service? Since when did you deliver fast? Where do we order, what do we click? Lame, lame, lame.


Use of Landing Page


Seriously? You are taking us to your homepage? The website is dysfunctional, the design is so 90's and the user experience just sucks. Here is how your website looks in my phone:



chsi-phone
What the hell is this Caritas Health Shield?
The interface just sucks. I don't know who advises you about your online marketing and your website but my next advice will be valuable:


Fire them. They don't know what they are doing.


They don't know a thing about advertising or online marketing. You'll be thanking me later.

If you have been googling long enough, you get to understand how online advertising works. It is in delivering the right information, at the right time and at the right medium. Unfortunately, Caritas failed in all of the above.


Going Back to Panic Mode


It seems that it's Jumamil vs Caritas Health Shield in this media fiasco. There's a freak show going on and it gets dirtier by the day.

I still go with my hunch that Jumamil initiated this so he can buy the company at a serious discount in order to take vindicate his and his wife's dismissal from the company. If he becomes the majority owner, he will then fire the people who have fired him. Or he will dismantle the company to take his revenge.

Classic Game of Thrones Philippine Edition.


“We ousted the Jumamils from Caritas Health Shield for serious loss of trust and confidence,” he said, referring to the firm’s former president and his wife who also served as a company official until December 2016. “The Jumamils will continue to destroy our public image. They could not bear to live their entire life for the shame and disgrace they inflicted upon themselves.”

Reference:



  • http://business.inquirer.net/236282/recapitalization-seen-key-caritas-staying-financially-healthy

  • http://business.inquirer.net/236262/trouble-brewing-hmo-firm

  • http://news.abs-cbn.com/business/09/04/17/caritas-health-shield-hmo-financially-stable-insurance-commission

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