July 31, 2026 Who Are the New Faces of iCare? Behind the Teaser Is a Bigger Story About the Different Healthcare Journeys of Filipinos
When iCare introduced Janine Gutierrez as its brand ambassador last year, it wasn’t simply announcing a celebrity partnership. It marked the beginning of a renewed brand story built around a simple belief: every Filipino deserves the confidence to say yes to better health.
That story is now entering its next chapter.
Beginning August 11, iCare will introduce a new roster of brand ambassadors through a series of announcements scheduled over the coming months. While the identities behind the campaign remain under wraps, the initiative represents something much bigger than a new lineup of familiar faces. It reflects how the company sees healthcare today and where it believes the HMO industry is headed.
The first teaser offers a glimpse of that direction. Janine Gutierrez stands beside two silhouettes accompanied by the words, “Three different journeys. Three different healthcare needs. One shared goal: Better Health.” The message is simple but deliberate. Healthcare is personal, and the people representing it should reflect the diverse lives, priorities, and aspirations of the Filipinos they serve.
That thinking reflects iCare’s own transformation. Following its strategic reset under Singapore-based Value-Based Healthcare, innovation has become a defining part of the company’s DNA. Building on more than three decades of healthcare experience, iCare combines Singaporean efficiency with Filipino compassionate care to deliver healthcare that is more accessible, more relevant, and more responsive to everyday life.
For iCare, innovation goes beyond technology. It begins with understanding people.
Over the past few years, that philosophy has shaped the company’s growth, from strengthening digital healthcare services and expanding consumer healthcare offerings to forging strategic partnerships that improve access to quality care. The same thinking now extends to how iCare tells its story.
Healthcare is never static. A young professional beginning a career has different priorities from a parent raising a family. Someone purchasing an HMO for the first time looks for something different from someone seeking more comprehensive protection. Employers, meanwhile, face the challenge of building healthier workplaces while supporting the well-being of their people. Recognizing these realities, iCare believes healthcare should not only provide meaningful solutions but also speak to people in ways that reflect where they are in life.
“The strongest brands don’t ask people to fit into one story. They tell stories that people can see themselves in,” said Atty. Gideon V. Peña, Chief Commercial Officer of iCare. “That’s the thinking behind this initiative. Filipinos don’t all live the same lives, so they shouldn’t all receive the same message. As iCare continues to transform, we’re creating solutions and telling stories that reflect people’s changing healthcare needs. That’s how we continue to innovate while staying true to our DNA of combining Singaporean efficiency with Filipino compassionate care.”
The company’s approach to selecting its new ambassadors follows that same philosophy. Rather than choosing personalities based solely on popularity, iCare looked for individuals whose stories naturally connect with the communities they represent. Each ambassador reflects a different stage of life and a different healthcare journey, making the brand feel more relatable while highlighting solutions designed for specific needs.
Janine Gutierrez continues to represent iCare’s overall brand, while the upcoming ambassadors will introduce new dimensions of the company’s healthcare portfolio. Together, they represent a more thoughtful and inclusive way of communicating what iCare has always believed: healthcare is not one-size-fits-all.
The first ambassador will be introduced on August 11, with more announcements to follow in the months ahead as iCare continues sharing stories that celebrate the many ways Filipinos pursue better health.
Follow iCare HMO on Facebook, Instagram, LinkedIn, TikTok, and YouTube to be among the first to meet the newest members of the iCare family.
