True Medical Stories Inspire and Inform

October 30, 2018
SCMP Updates
Customised novel Health Matters section on 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 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.

About South China Morning Post 

South China Morning Post is a leading global news company that has reported on China and Asia for more than a century. Founded in 1903, SCMP is headquartered in Hong Kong, where it is the city’s newspaper of record, with a growing correspondent staff across Asia and the United States.Its editorial teams are powered by emerging digital technologies to create innovative ways to tell Asia’s most important and compelling stories.

Against the backdrop of shifting discovery and consumption behaviours, SCMP reaches users across distributed media platforms including, smartphone and tablet apps, social media and messaging platforms, as well as our flagship newspaper.  SCMP is also home to Abacus, a digital news brand focused on China's tech industry; Inkstone, a daily news brief for those curious about China's growing impact around the world; and Goldthread, a content platform with a focus on food, travel and culture in China.

About Morning Studio

Morning Studio is a dedicated branded content team at SCMP that is leading the evolution of marketing in the region by more strategically connecting advertisers with readers through enhanced content solutions offerings. Morning Studio combines world class branding strategists, multimedia designers, and audio/video producers with editorial experts who have a deep understanding of SCMP’s readers. Crafted with SCMP’s high editorial standards, branded content is presented with the unique voice of the particular SCMP platform on which it is featured, whether, Abacus, Inkstone or Goldthread. Morning Studio’s online content can be complemented by integrated offline offerings such as sponsored supplements, bespoke publications and customised events.