Solution

Before making a content plan for the brand’s WeChat material, we first established ZOLL’s position in the medical industry and in the marketplace — employing professional, friendly, sincere medical expert, light-hearted, anecdotal methods to offer knowledge on SCA and heart-related issues in a simple, engaging way. Riding on three tenets that closely relate to the public— personal health, public health, and health in the workplace — ZOLL Medical’s WeChat page becomes a medical platform that distills content on healthy living and emergency rescue-related skillsets, and not simply a corporate medical page. At the same time, in order to attract a greater following, we organized a teaching program on the brand’s WeChat platform; we invited prolific emergency rescue experts to give classes to the public, offering them related knowledge on how to best handle various situations of sudden cardiac arrests and heart-related problems. This also adds to building ZOLL Medical’s brand image as an industry leader in matter of emergency medical treatments.

Result

ZOLL Medical’s WeChat page garnered several times the following than when it first started, while the online programs received highly positive feedback.

Background

In China over half a million people suffer from cardiac arrests outside of hospital grounds, and due to the delay in receiving immediate medical attention, their rate of survival is less than 1%. ZOLL Medical specialists in developing and distributing medical equipment and medical software programs, providing emergency rescue kits that save lives. ZOLL Medical’s emergency rescue WeChat page offers the public knowledge and skillsets regarding emergency rescues, while also providing medical advice. In this tenet, ZOLL and BEAMY collaborated to create a systematic platform that provides such information on ZOLL’s WeChat page, while raising ZOLL’s profile as a medical entity, consolidating ZOLL Medical’s position as an industry leader in the domain of emergency rescues. 

Challenges

In China, many lack the basic knowledge in the utilization of Automated External Defibrillator (AED) devices, and even as ZOLL Medical is a giant market player in these services, the brand remains relatively unknown. Laymen in China still have a negative image towards Sudden Cardiac Arrests (SCA), often relating this to self-help and emergency rescue scenarios, and even equating this medical condition directly to death. For ZOLL, the difficulty and challenge lies in persuading the public to be open to receiving information about this condition.

Scope 

WeChat Content Planning and Creation, WeChat Article Promotion, WeChat feature Article Launches

Background

ZOLL Medical specialists in developing and distributing medical equipment and medical software programs, providing emergency rescue kits that save lives. ZOLL Medical’s emergency rescue WeChat page offers the public knowledge and skillsets regarding emergency rescues, while also providing medical advice. In this tenet, ZOLL and BEAMY collaborated to create a systematic platform that provides such information on ZOLL’s WeChat page, while raising ZOLL’s profile as a medical entity, consolidating ZOLL Medical’s position as an industry leader in the domain of emergency rescues. 

Challenges

In China, many lack the basic knowledge in the utilization of Automated External Defibrillator (AED) devices, and even as ZOLL Medical is a giant market player in these services, the brand remains relatively unknown. Laymen in China still have a negative image towards Sudden Cardiac Arrests (SCA), often relating this to self-help and emergency rescue scenarios, and even equating this medical condition directly to death. For ZOLL, the difficulty and challenge lies in persuading the public to be open to receiving information about this condition.

Solution

Before making a content plan for the brand’s WeChat material, we first established ZOLL’s position in the medical industry and in the marketplace — employing professional, friendly, sincere medical expert, light-hearted, anecdotal methods to offer knowledge on SCA and heart-related issues in a simple, engaging way. In order to attract a greater following, we organized a teaching program on the brand’s WeChat platform; we invited prolific emergency rescue experts to give classes to the public, offering them related knowledge on how to best handle various situations of sudden cardiac arrests and heart-related problems. This also adds to building ZOLL Medical’s brand image as an industry leader in matter of emergency medical treatments.

Result

ZOLL Medical’s WeChat page garnered several times the following than when it first started, while the online programs received highly positive feedback.

Background:

In China over half a million people suffer from cardiac arrests outside of hospital grounds, and due to the delay in receiving immediate medical attention, their rate of survival is less than 1%. ZOLL Medical specialists in developing and distributing medical equipment and medical software programs, providing emergency rescue kits that save lives. ZOLL Medical’s emergency rescue WeChat page offers the public knowledge and skillsets regarding emergency rescues, while also providing medical advice. In this tenet, ZOLL and BEAMY collaborated to create a systematic platform that provides such information on ZOLL’s WeChat page, while raising ZOLL’s profile as a medical entity, consolidating ZOLL Medical’s position as an industry leader in the domain of emergency rescues. 

Challenges:

In China, many lack the basic knowledge in the utilization of Automated External Defibrillator (AED) devices, and even as ZOLL Medical is a giant market player in these services, the brand remains relatively unknown. Laymen in China still have a negative image towards Sudden Cardiac Arrests (SCA), often relating this to self-help and emergency rescue scenarios, and even equating this medical condition directly to death. For ZOLL, the difficulty and challenge lies in persuading the public to be open to receiving information about this condition.

Background

In China over half a million people suffer from cardiac arrests outside of hospital grounds, and due to the delay in receiving immediate medical attention, their rate of survival is less than 1%. ZOLL Medical specialists in developing and distributing medical equipment and medical software programs, providing emergency rescue kits that save lives. ZOLL Medical’s emergency rescue WeChat page offers the public knowledge and skillsets regarding emergency rescues, while also providing medical advice. In this tenet, ZOLL and BEAMY collaborated to create a systematic platform that provides such information on ZOLL’s WeChat page, while raising ZOLL’s profile as a medical entity, consolidating ZOLL Medical’s position as an industry leader in the domain of emergency rescues.  

Challenges

In China, many lack the basic knowledge in the utilization of Automated External Defibrillator (AED) devices, and even as ZOLL Medical is a giant market player in these services, the brand remains relatively unknown. Laymen in China still have a negative image towards Sudden Cardiac Arrests (SCA), often relating this to self-help and emergency rescue scenarios, and even equating this medical condition directly to death. For ZOLL, the difficulty and challenge lies in persuading the public to be open to receiving information about this condition.

Solution

Before making a content plan for the brand’s WeChat material, we first established ZOLL’s position in the medical industry and in the marketplace — employing professional, friendly, sincere medical expert, light-hearted, anecdotal methods to offer knowledge on SCA and heart-related issues in a simple, engaging way. Riding on three tenets that closely relate to the public— personal health, public health, and health in the workplace — ZOLL Medical’s WeChat page becomes a medical platform that distills content on healthy living and emergency rescue-related skillsets, and not simply a corporate medical page. At the same time, in order to attract a greater following, we organized a teaching program on the brand’s WeChat platform; we invited prolific emergency rescue experts to give classes to the public, offering them related knowledge on how to best handle various situations of sudden cardiac arrests and heart-related problems. This also adds to building ZOLL Medical’s brand image as an industry leader in matter of emergency medical treatments. 

Result

ZOLL Medical’s WeChat page garnered several times the following than when it first started, while the online programs received highly positive feedback.