Solution
- Unless it is a paid editorial article, it is hard to publish a non-editorial article about a particular pharmaceutical company. To address this issue, social issues, internal interviews, various agendas were successful used to publish articles of the brand in major media channels
- Not just pharmaceutical pipelines but also CSR activities, Handok Museum of Medicine and Pharmacy, and fam tours were leveraged to enhance the brand’s recognition and draw attention from consumers
Results
- Above 2,000 articles related to the brand were exposed each year
- In particular, Handok Museum of Medicine and Pharmacy also engages in online marketing activities so increased visits at an annual rate of more than 30%, even though the place is located outside Seoul
