Precision medicine, which tailors treatment to a patient’s genetic profile, is an increasing focus for AstraZeneca (AZ), a global, science-led, biopharmaceutical business. In 2016, AZ joined the China Association of Health Promotion Education and Burning Rock Biotech, a Chinese personalized oncology firm, to hold an interactive seminar to increase the understanding of precision medicine, and raise the awareness of genetic diagnosis in oncology clinical practice. RF Thunder developed an integrated communications plan for the event. The seminar involved a series of TED-style talks given by five leading experts in the fields of oncology clinical diagnostics, pathology and pharmacoeconomics. An online promotion was conducted in collaboration with Sina iask Doctor (Weibo) and DXY.com (WeChat), the largest medical science social platforms for the public and physicians. The promotion included a series of live video broadcasts, video reviews and HTML5 event recap about the experts’ talks and key opinions. Over one month, the event generated 22 original reports (70 percent in-depth features), Weibo/WeChat posts with over 200 pick-ups. The project page and video promotion on Sina Weibo generated an exposure of 40 million. The standardization of gene detection and the possibility of being listed in NRDL created wide discussion in the industry.

H5 review: http://d.xiumi.us/stage/v5/2jhMC/31369923#