Multicultural Marketing Case Study: Sirtex Medical

PR Log (Press Release) – Apr 01, 2009 – About the Client: Sirtex Medical (www.sirtexmedical.com) is a major biotechnology company based in Australia but with global client base, its product specialized in providing liver cancer treatment, which is a major cause of death in Asia due to high proportion of hepatitis related patients in East and South Asia.

Requirements: During our briefing, Sirtex Medical mentioned that majority of its revenue are expected to be coming from Asia, especially China and Taiwan, therefore, it is essential to have a Chinese version website and corresponding marketing campaign in those markets.

Our Services:

Chinese Website - The very first step is to create a Chinese version website for Sirtex Medical – this was created both in simplified and traditional Chinese characters. We have also hosted the 2 websites in different locations to ensure they can be found more easily.

Chinese Search Engine - The second step is sending them to various Chinese language search engines (Search Engine Submission), including the entire major Chinese search engines in China, Taiwan and Hong Kong.

Press Releases - The 3rd step is to create a number of press releases in Chinese, and this will become an ongoing marketing activity for us to promote Sirtex Medical continuously – this is regarded as a key strategy for Sirtex Medical to achieve high traffic and direct prospective medical professionals and prospective patients to their website.

Industry Groups Target Marketing - The 4th step is to continuously registering and promotes them onto medical or biotechnology specific websites, these are the specific industry websites and discussion forums which we have collected specifically to promote medical devices or biotechnology companies into Asian markets.

Effective Campaign

During our campaign, we have found press releases have been particularly effective to attract medical professionals, as well as specific industry links and participation in discussion forums as they can reach the target market very effectively. Other activities including participation in social networking media websites have also been very effective to reach the target market.