Challenge
The Hong Kong Trade Development Council (HKTDC) sought to attract more buyers from Mainland China and the Greater Bay Area to the HKTDC Hong Kong International Medical and Healthcare Fair. The primary challenge was to effectively penetrate a highly competitive medical and healthcare market in China, where numerous industry fairs compete for attention. Another hurdle was overcoming the fragmented digital landscape in Mainland China, where international platforms are less accessible, making it crucial to utilize local, trusted channels to reach the right professional audiences.
Solution
To address these challenges, we executed a targeted Baidu SEM search campaign for event enrollment and deployed strategic premium buy on China’s most reputable medical related websites.
By analyzing keywords search volume, highly relevant industry-specific keywords were selected and alternate search ad copies in Simplified Chinese to test among Mainland medical practitioners. Display banner ad placements on homepages at trusted medical sites to maximize visibility among key decision-makers, while SEO-optimized landing pages with clear event highlights and registration calls-to-action helped convert interest into qualified leads.
Outcome
The campaign successfully increased the fair’s visibility in key Mainland China markets, generating a significant uplift in qualified buyer leads.
