Government Entity 政府机构
Malaysia Healthcare Tourism Council
Our client, a government entity operating under the Ministry of Health in Malaysia, sought our expertise in entering and thriving within the highly regulated and competitive digital landscape in China. The client’s primary goal was to connect with their target audience, effectively promote healthcare services, and provide a user-friendly experience, all while navigating the unique restrictions associated with the industry.
我们的客户是马来西亚卫生部下属的一家政府机构，他们希望我们能够提供专业服务，帮助他们进入中国这个高度规范、竞争激烈的领域，并在其中有效发展。客户的主要目标是与目标受众建立联系，有效推广医疗保健服务，提供用户友好的体验，同时应对与该行业相关的独特限制。
Location 地点
DELIVERABLES 交付服务
Digital Strategy 数字化策略
Graphic Design 平面设计
Web Design 网页设计
Web Development 网页开发
WeChat Management 微信帐户管理
Weibo Management 微博帐户管理
CHALLENGES 面临的挑战
We faced the challenge of navigating China’s highly regulated digital landscape, particularly in healthcare advertising and data privacy laws. Balancing compliance with delivering impactful campaigns required careful strategizing, while adapting to cultural nuances was essential. Despite these hurdles, we developed innovative solutions that met the client’s goals and built a strong online presence.
我们面临的挑战是如何驾驭中国高度规范的数字环境，尤其是医疗保健广告和数据隐私法。要在合规性与开展有影响力的活动之间取得平衡，就必须精心制定战略，同时适应文化上的细微差别也至关重要。尽管存在这些障碍，我们还是制定了创新的解决方案，实现了客户的目标，并建立了强大的在线形象。
OUR SOLUTION 我们的解决方案
Our solution involved developing a tailored digital strategy that adhered to China’s strict healthcare regulations while driving maximum audience engagement. We created culturally relevant campaigns, leveraging influencers and key opinion leaders (KOLs) to build trust. In addition to publishing targeted articles on Weibo and WeChat, we produced short educational videos to raise awareness about healthcare services, ensuring the content resonated with the target audience. This multi-channel approach allowed us to navigate market restrictions effectively while exceeding performance metrics and achieving the client’s goals.
我们的解决方案包括制定量身定制的数字战略，既要符合中国严格的医疗保健法规，又要最大限度地提高受众参与度。我们创建了与文化相关的活动，利用有影响力的人物和关键意见领袖（KOL）来建立信任。除了在微博和微信上发布有针对性的文章外，我们还制作了教育短片，以提高人们对医疗保健服务的认识，确保内容能引起目标受众的共鸣。这种多渠道方法使我们能够有效驾驭市场限制，同时超越绩效指标，实现客户目标。
DESIGN 设计
The new Malaysian Healthcare Chinese website, along with a multi-platform social media content matrix, has taken the brand to the domestic market in one fell swoop. Our team focused on creating a design that fits the brand’s tone of voice, making the brand more relevant to the local market, and bringing it to life. We created a new design for the brand content through the following points:
- The brand logo in Chinese
- The brand’s Chinese website
- WeChat and Xiaohongshu article headers and internal illustrations
- Campaign posters on social media platforms, etc.
- Health videos on Weibo, etc.
全新的马来西亚医疗中文网站以及多平台社交媒体内容矩阵，一举将该品牌推向了国内市场。我们的团队专注于打造符合品牌调性的设计，使品牌更贴近本地市场，让品牌栩栩如生。我们通过以下几点为品牌内容进行了全新设计：
- 中文品牌徽标
- 品牌中文网站
- 微信和小红书的文章标题和内部插图
- 社交媒体平台上的活动海报等
- 微博上的健康视频等
PLATFORM 平台
MDS helped Kaspersky stay on top of changing trends and localized content for the China market as an international brand, but also created new content relevant for the market.
MDS used intuitive content to help Chinese users understand cybersecurity and encourage greater trust and favorability of the brand, resulting in a high engagement rate.
MDS帮助卡巴斯基这一国际品牌进行内容的中国本土化。
MDS用更直观、有趣的内容形式让中国大众了解网络安全知识，打造趣味体验。进而加强消费者对于卡巴斯基产品、品牌的认知，提升了大众对品牌的好感度和信任度。
图片版权归属：MHTC
RESULTS 展示成果
Malaysia Healthcare has experienced remarkable growth and engagement across multiple Chinese social media platforms over the past year, establishing a strong digital presence and significantly expanding its reach in the Chinese market. With over 2 million followers on Weibo and impressive follower growth across WeChat, Weibo, and Xiaohongshu,
Malaysia Healthcare has demonstrated an effective strategy in capturing attention and interest. Engagement metrics reveal substantial increases, with monthly engagement on WeChat rising by 1162%, on Weibo by 4580%, and on Xiaohongshu by 1570%.
Furthermore, the medical tourism-focused content on Zhihu has reached over 11,000 individuals, enhancing Malaysia’s appeal as a medical tourism destination. These achievements underscore the success of Malaysia Healthcare’s targeted digital outreach and its growing influence within the medical tourism sector in China.
马来西亚医疗在过去一年中在多个中国社交媒体平台上实现了显著的增长和互动，成功地建立了强大的数字影响力，并显著扩大了在中国市场的覆盖范围。通过微博上超过200万的粉丝量以及在微信、微博和小红书上的显著粉丝增长，马来西亚医疗展现了其在吸引关注和兴趣方面的有效策略。
互动数据显示了显著的增长，微信月度互动量增加了1162%，微博增长了4580%，小红书增长了1570%。
此外，知乎上的医疗旅游内容在12个月内吸引了超过1.1万名用户，进一步提升了马来西亚作为医疗旅游目的地的吸引力。这些成果凸显了马来西亚医疗针对性的数字推广策略的成功，以及其在中国医疗旅游领域日益增长的影响力。
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