Promoting Iressa 8th Anniversary Summit



Iressa’s 8th anniversary summit was on March 2nd, 2013 in Beijing. Over 500 participants got together discussing personalized treatment, EGFR mutation testing and targeted therapy as a leading trend for lung cancer patients.25 state-owned and Beijing-based media attended this event, including TV, print and online media, and 6 major Shanghai and Guangzhou-based media were invited for more media exposure. In addition, 4 group interviews were conducted right after the summit.



  • By April 17, total 42 media articles were published. 25 originals, and of this number, 20 are in-depth reports, accounting for 91% of the total original. 17 pick up by major websites
  • Return of investment
  • Coverage: Total impression of 124,000,000 people
  • Advertisement value:RMB 3,276,958
  • PR event cost: RMB 150,000
  • Cost effectiveness (A/P): 21.8 : 1