CEO Insights Magazine

In a time where healthcare brands need to earn trust, credibility, and genuine relationships with communities, effective communication is a crucial element in market perception. Having traversed the boundaries of media, academe, real estate, brand marketing, and healthcare, Prince Celo, Head of Marketing and Business Development at The Medical City Iloilo, has made significant strides in affecting the proximity of healthcare to the people it serves.

Having a profound knowledge of the engagement of the audience and the purpose of the brand, he has contributed to making The Medical City Iloilo one of the most followed and popular healthcare institutions in the area, which has improved its relationship with the community due to a meaningful and people-oriented communication.

Prince started his career in broadcast media as a segment host of the TV Patrol in ABS-CBN Iloilo, the largest television network in the Philippines, where he acquired a good background in media, storytelling and communication.

Although the experience was beneficial, his long-term goal took him out of journalism and into the medical sector known as healthcare marketing, where he has worked more than 17 years out of which he spent 9 years serving with The Medical City Iloilo.

With a single and strong mantra of a work; Commit fully to your purpose, and the rest will follow, he still goes on shaping the narratives in healthcare that create a balanced blend of credibility, compassion, and impact on the community which fits perfectly well with The Medical City Iloilo's mission of providing world class patient-centered care. In this feature, Prince outlines his professional journey while highlighting the leadership values that shaped his career.

What are the strategies you have adopted to engage a new audience in the market?

My approach to engaging new audiences in healthcare marketing lies in balancing scientific accuracy with compelling storytelling. By deeply understanding audience needs, concerns, and motivations, I create messages that are data-based, yet with human feeling.

It is the combination of science and storytelling, which make it believable and at the same time builds meaningful, relevant relationships that speak and cut through the market noise.

What are the guidelines or methodologies you follow to lead your team?

My leadership approach is anchored in creativity and collaborative execution. I emphasize storytelling, design, and innovation as strategic advantages in healthcare marketing, while continuously encouraging my team to elevate their capabilities. At the same time, I prioritize teamwork, cross-functional alignment, and shared ownership, fostering a culture of inclusivity, accountability, and engagement that drives high performance and effective execution.

How do you keep yourself up-to-date with the ongoing industry trends?

I stay up to date with industry trends through continuous learning and professional development supported by The Medical City Iloilo Network. Regular access to continuing education, industry platforms, and institutional knowledge-sharing enables me to remain informed on emerging healthcare marketing trends. This ongoing commitment to learning allows me to lead with greater insight, adaptability, and strategic impact.

In addition, my role as a Board Director of the Philippine Chamber of Commerce and Industry provides consistent exposure to evolving business trends and market developments, further strengthening my ability to identify growth opportunities and drive value-creating strategies.

What are your thoughts on incorporating this new generation to the workforce?

Well, this new generation should really step up their game. I believe that the new generation of workers have a lot of options, but if they really want to progress, if they really want to succeed in what they're doing, they have to find their core and develop that core. You work hard to develop that core, and that will provide you an advantage in a world where everything is dynamic and competitive. Yes, correct.

What is the future roadmap you have envisioned for yourself for the next five years?

Over the next five years, my primary focus is on developing and empowering the next generation of leaders. By intentionally identifying and nurturing high-potential individuals, we can ensure continuity of vision, values, and excellence across the organization.

This commitment is centered on building confident, compassionate, and capable leaders who are prepared to shape the future of healthcare in Western Visayas and beyond.

What piece of advice that you would like to pass to the upcoming leaders?

Healthcare is both a challenging and deeply rewarding industry. For emerging leaders in healthcare marketing, success depends on remaining relevant, adaptive, and relentlessly innovative. In today’s rapidly evolving healthcare landscape, it is essential to rise beyond what is common and expected. Clarity of purpose is key—identify your core strengths, develop them, and allow them to anchor every strategic and business decision you make as a leader.

Prince Celo, Head of Marketing & Business Development, The Medical City Iloilo

Prince is a healthcare marketing and sales leader with over 18 years of experience, currently serving as Head of Marketing and Business Development at The Medical City Iloilo, where he drives trust-based branding, strategic storytelling, and community-focused engagement.

• Hobbies: I enjoy reading and running, which help me relax and maintain balance, apart from exploring Iloilo City's renowned cuisine.

• Favorite Cuisine: I enjoy Filipino, and I also like Chinese food.

• Favorite Book: Leaders Eat Last by Simon Sinek

• Favorite Travel Destination: Vietnam and Korea

• Awards & Recognition:

• Marian Distinction Award for Distinguished Dominican Professional.

• Stellar Spotlight for Iloilo City, Business Movers and Shakers of Megaworld Lifestyle Malls.

• The Medical City Iloilo awarded Secondary Hospital of the Year by Healthcare Asia.

• Recipient of two Healthcare Innovation Awards in Asia.

• Recognized as the Heart Care Capital of Western Visayas.