2013 9th AZ Breast Cancer Summit

Results

By June 14, total 73 media articles were published. 30 originals, and of this number, 22 are in-depth report, accounting for 73% of the total originals. 43 pick up by major websites.

Return of Investment:

• Coverage: Total impression of 23,220,000 people
• Advertisement value：RMB 1,050,900
• PR event cost: RMB 200,000
• Cost effectiveness (A/P): 5: 1

Breast Cancer Endocrine Therapy Social Media Promotion

Challenge

• To focus on disease rate of breast cancer and the importance of endocrine therapy;
• Leverage big account/KOLs on social media platform to enhance the influence of breast cancer endocrine therapy, spread breast cancer related knowledge, while upgrade the endocrine therapy recognitions among the target group;
• Promotion period: 3 weeks

Solution

Week 1 content:

• Basic knowledge of breast cancer;
• The group of people with high risk.

Week 2 content:

• Knowledge of breast cancer endocrine therapy;
• Call for public attention on breast cancer;
• Share tips on avoiding breast cancer.

Week 3 content:

• Strengthening the knowledge;
• Call for self-caring and care of family members, dig out public resonate and generate more netizens’ attention and online discussion.

Results

• Diversified angles were used in social media – weibo promotion with stories + pictures which received hot buzz online: around 2000 online reporductions and 427 comments.
• Fans outreach: 19，556，059；
• Exposure: 398，257（source from sina weibo）