True Medical Stories Inspire and Inform
October 30, 2018
SCMP Updates
Customised novel Health Matters section on scmp.com presents inspiring non-commercial health care stories with helpful professional insights
The Department of Health prohibits doctors, hospitals and clinics from the direct promotion of medical services, particularly in cardiology. Yet the Hong Kong Adventist Hospital wanted a way to showcase its success with patient care, and differentiate itself from the competition posed by Hong Kong Sanatorium, Gleneagles and Matilda hospitals.
The SCMP Marketing Solutions team recommended that, for the first collaboration with the Hong Kong Adventist Hospital, a special section on SCMP.com be created to present a series of non-commercial narratives that would focus on medical topics of interest to a Hong Kong audience, including real-life stories of patients facing medical challenges, and their inspiring recoveries. The topics would range across cardiology, orthopaedics and spinal disciplines, and these stories would build the hospital’s brand, while increasing community awareness of specific illness risks.
Adventist Hospital introduced doctors and patients for the South China Morning Post team to interview, and SCMP arranged photo shooting. Nine episodes was planned in the series, with six already launched. Three more will be published in November.
The episodes covered medical topics and true stories including an arrhythmia patient, cardiac patient aftercare, the proper use of new fitness gadgets, detecting childhood heart problems, minimising injury risks of Hong Kong’s most popular sporting activities, keeping bones and joints healthy - all with medical opinions and advice from Adventist’s doctors and health care experts. The final three episodes will cover facts about the spine, alleviating back pain, and the latest in spinal medical technology.
To promote the specialised Health Matters channel, SCMP leveraged an eDM blast to 20,000 targeted subscribers, and a house banner ad which garnered 450,000 impressions.
Contact us to learn more about how SCMP Content Specialists can help overcome marketing challenges and help your message reach targeted audiences via branded content.
The Department of Health prohibits doctors, hospitals and clinics from the direct promotion of medical services, particularly in cardiology. Yet the Hong Kong Adventist Hospital wanted a way to showcase its success with patient care, and differentiate itself from the competition posed by Hong Kong Sanatorium, Gleneagles and Matilda hospitals.
The SCMP Marketing Solutions team recommended that, for the first collaboration with the Hong Kong Adventist Hospital, a special section on SCMP.com be created to present a series of non-commercial narratives that would focus on medical topics of interest to a Hong Kong audience, including real-life stories of patients facing medical challenges, and their inspiring recoveries. The topics would range across cardiology, orthopaedics and spinal disciplines, and these stories would build the hospital’s brand, while increasing community awareness of specific illness risks.
Adventist Hospital introduced doctors and patients for the South China Morning Post team to interview, and SCMP arranged photo shooting. Nine episodes was planned in the series, with six already launched. Three more will be published in November.
The episodes covered medical topics and true stories including an arrhythmia patient, cardiac patient aftercare, the proper use of new fitness gadgets, detecting childhood heart problems, minimising injury risks of Hong Kong’s most popular sporting activities, keeping bones and joints healthy - all with medical opinions and advice from Adventist’s doctors and health care experts. The final three episodes will cover facts about the spine, alleviating back pain, and the latest in spinal medical technology.
To promote the specialised Health Matters channel, SCMP leveraged an eDM blast to 20,000 targeted subscribers, and a house banner ad which garnered 450,000 impressions.
Contact us to learn more about how SCMP Content Specialists can help overcome marketing challenges and help your message reach targeted audiences via branded content.
