01 WeChat Official Account Setup
- Complaint registration, verification, and content strategy align with marketing and business development strategy
02 Localized Website Development:
- Official website in Chinese and seamless access for users in mainland China.
- Content updating on Chinese website
03 Brand Identity Localization:
- Naming and Chinese logo design: merged SightGlass Vision’s global identity with motifs symbolizing “guardians for a good vision” (视佳卫) in Mandarin.
- Guided promotion: targeted ads on WeChat Moments and health-focused KOL collaborations.
Results
01 WeChat:
- Set up the WeChat official account linked with H5 page;
- A strong base of B2B followers acquired organically.
- Keep generating high-quality, engaging, industry-specific content with specialized copywriters who have experience in the industry.
02 Chinese Website:
- Launched the official Chinese website with easy access for users in China;
- Optimized Myopia Simulator in Chinese.
03 Chinese Logo Design:
- Merged SightGlass Vision’s global identity with motifs symbolizing “guardians for a good vision” (视佳卫) in Mandarin.
04 Event support:
- Support SightGlass Vision during International Myopia Conference 2024 for onsite photography and video content creation.
Why This Worked
- Cultural precision: content addressed China-specific concerns (e.g., screen fatigue in tech-driven urban centers).
- Compliance focus: avoided regulatory pitfalls in healthcare advertising.
- Agile analytics: real-time adjustments based on Baidu/WeChat backend data.
key takeaways
- Localized branding + WeChat dominance = faster market penetration.
- Healthcare brands must balance education and compliance in China.
- Hybrid strategies (social + website) drive cross-platform trust.
