Massachusetts General Hospital

THE CHALLENGE

  • Increase international patient numbers being treated at Mass Gen by building brand awareness and understanding among both HNWIs and providers in China and Hong Kong
  • Improve existing patient journey for prospective patients through an integrated marketing campaign
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THE PROGRAM

  • Create and manage Mass General social media presence to engage with local audience
  • Develop bespoke, local paid media campaigns to drive patient traffic to the Mass Gen website
  • Put in place SEM in Hong Kong to put Mass General front of mind
  • Leverage Mass General physician research and visits to China to drive earned media
  • Localise and translate global content for China market as well as social media whilst also using paid placements and KOL engagement to amplify across target audience
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THE RESULTS 

  • Created official Weibo account with 50,000+ followers in just 9 months.
  • Executed paid program to drive brand awareness (1,000+ website visits in week 1)
  • 60+ key influencers engaged including top-tier trade media
  • Secured 191 pieces of media coverage in the first 12 months including 95 pieces in top tier business and trade press including South China Morning Post, China Business News, Sina Health, 39 Health, Health News on topics such as Alzheimer’s, depression and overseas healthcare
  • Managed and facilitated Mass General conference on caner achieving 130+ articles and 4.4 million online page views
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