Great Ormond Street Hospital for Children (GOSH) in London is an international centre of excellence in paediatric care, globally recognised as one of the few world-class hospitals for children suffering from rare, complex or multiple conditions.
Weibo connects GOSH to China’s parent community
With our help, Great Ormond Street Hospital has established and enhanced its brand visibility in China, leading to increased enquiries from patients and partnerships. We have built a strong reputation and level of awareness for GOSH’s unique offering, in a highly regulated and niche industry.
The Challenge
One of the most renowned children’s hospitals, Great Ormond Street isn’t well-known in China compared to its American counterparts, and in such a huge market, conveying brand values to Chinese medical communities is essential to raise its profile as one of the best hospitals for children suffering from rare, complex or multiple conditions.
The Plan
To support the hospital’s China expansion goals, we created bespoke marketing content that provided instant impact and traction in China’s ever-changing market.
The messaging strategy was developed to engage and target industry professionals and patients separately.
The Delivery
- Used customer-focused content via extensive PR outreach to create instant, lasting brand awareness and authenticity.
- Amplified the brand voice in China through content marketing in a highly regulated industry.
- Adapted content to engage and nurture patient families with separate messaging from doctor-focussed content creating push and pull demand for referrals.