Southern Asia-Pacific Division

Adventist Hospitals in Southern Asia-Pacific Strengthen Mission Messaging Through COMMLAB Training

Three-day training equips Adventist hospitals to strengthen mission-driven communication and outreach.

May 28, 2025

Philippines

Edward Rodriguez, Southern Asia-Pacific Division

A delegate participates in a discussion during the Communication Laboratory (COMMLAB) training held from May 19 to 21 in Silang, Cavite. The three-day event brought together public relations and marketing personnel from Adventist hospitals across the Southern Asia-Pacific Division to enhance their skills in branding, media, and mission-driven communication.

Photo: Southern Asia-Pacific Division

Adventist hospitals across the Southern Asia-Pacific Division (SSD) gathered for a three-day Communication Laboratory (COMMLAB) training from May 19 to 21, 2025, designed to empower healthcare communicators in unifying their mission identity and elevating their public voice in alignment with the global Adventist healthcare movement.

Spearheaded by the Adventist Healthcare Department of the SSD, in partnership with the Communication Department, the training brought together public relations officers, marketing personnel, and creatives from Adventist hospitals across the region. The goal: to inspire, equip, and align messaging that serves patients while uplifting entire communities through holistic healing.

Guided by the theme “Transforming Connections: Extending Our Reach, Strengthening Engagement, and Advancing Mission-Driven Excellence,” COMMLAB provided a practical and immersive experience focused on key communication strategies, ranging from social media planning, branding architecture, and press release writing to storytelling, visual design, and video production. Delegates participated in workshops that deepened their understanding of audience engagement and honed their creative skills.

“Our hospitals are not just centers for physical healing,” said Heshbon Buscato, SSD Communication director. “They are ministries—mission outposts—especially in settings where many of our clients are not Adventists. This training helps us reflect Christ in both message and mission.”

Michael Palar, Hope Channel coordinator for SSD, emphasized that digital platforms serve as powerful extensions of ministry.

“We need to be deliberate and creative. Media is a mission tool that allows us to reach hearts and homes with hope and healing,” he said.

At the heart of the training was the iCARE campaign—I Care for Myself, I Care for My Colleagues, and I Care for My Clients. Developed by Adventist Healthcare in the SSD, iCARE promotes a workplace culture centered on COMPASSION, ATTENTIVENESS, RESPECT, and ENTHUSIASM. These values were interwoven throughout the entire training experience, setting the tone for a Christ-inspired approach to healthcare service and communication.

Jo Ann Amparo, director of Adventist Healthcare in SSD, expressed her deep appreciation for the enthusiasm shown by participants.

“Our hospitals in our territory are part of a larger global network of Adventist healthcare institutions all committed to sharing the love of Jesus through whole-person care. It is our prayer that through CommLab, we have provided inspiration and tools to enable our hospitals to create more meaningful content, build stronger brand identity, and energize mission intentionality to advance the healthcare ministry.”

COMMLAB reaffirms Adventist hospitals' role as mission-driven institutions, serving communities with purpose. As the Adventist healthcare network continues to grow, so does its commitment to making Christ known through every act of compassion, every message of hope, and every life touched by healing, leaders say.

The original article was published on the Southern Asia-Pacific Division news site. Join the ANN WhatsApp Channel for the latest Adventist news.