Pfizer - Love Your Heart website
Problem:
Pfizer wanted to set up a website to raise the awareness of cardiovascular diseases in Hong Kong. However, no product can be mentioned in the website due to strict medical regulations.
Strategy
Designed an editorial-driven website Love Your Heart (愛心•愛家•愛自己) for Pfizer Hong Kong to take thought leadership in the cardiovascular field, and educate patients, families and the general public about preserving heart health. Tone of voice, content strategy, Search Engine Optimization (SEO), Search Engine Marketing (SEM) and editorial content were developed for the site. Conducted social listening and media monitoring to constantly distill consumer insights to inform content planning.
Result:
Created a sustained growth in awareness resulting in a ten-fold increase in social visits after six months of launch. The website always ranks in top 3 position in Google search using relevant keywords. An independent survey commissioned by Pfizer confirmed the appeal of the content hub. Among targeted consumers who had visited the site, 98% liked the content and 95% found the content credible. The content hub is a proven example of effective audience targeting. Among those surveyed, one-third of targeted consumers were aware of the hub and one-quarter of targeted consumers have visited the hub.
My roles:
Social listening, content Planning, social media ad planning and creation, SEO development, SEM planning and running, website UAT, website management
The site is still ranking at top position on Google search as of 23 July 2020
