Great Ormond Street Hospital

Building brand identity with a two-tier content strategy

With our help, Great Ormond Street Hospital has established and enhanced its brand visibility in China, leading to increased enquiries from patients and partnerships.

One of the most renowned children’s hospitals, Great Ormond Street wasn’t well-known in China compared to its American counterparts. In addition, Chinese patients and families were unable to travel to the UK for treatment due to Covid-19.

The Challenge

Respected throughout the world, GOSH needed to build brand awareness and credibility in China. Conveying brand values to Chinese medical communities was essential to raise its profile as one of the best hospitals for children suffering from rare, complex or multiple conditions.  

Our Strategy

To support the hospital’s China expansion goals, we created a bespoke marketing plan that provided instant impact and traction in China’s ever-changing market.

A two-tier content and messaging strategy was developed to engage and target industry professionals and patients separately.

What We Delivered

  • Created a soft comms approach to promote the new services and hit the most effective channels with sensitive content that resonated.  
  • Amplified the brand voice in China through performance marketing in a highly regulated industry.  
  • Used customer-focused content via extensive PR outreach to create instant, lasting brand awareness and authenticity. 
  • Adapted content and media planning during Covid-19 to engage and nurture patient families the right way.  

Our results


webinar attendees

20 million

audience views


Mentions in Chinese media outlets

  • 600+ webinar attendees from the Chinese pediatric community. 
  • Campaign click-through rate reached 140% of original KPI, driving traffic and service enquiries online despite travel restrictions. 
  • Tracked article readership 75,000+ times, by industry professionals and relevant Chinese audiences. 
  • Increased SEO Rankings, with GOSH ranking TOP 10 for key search terms. 
  • 20 million+ audience views

It’s a real partnership

I enjoy working with Emerging Comms as the team is truly passionate about GOSH. Its a real partnership, with collaboration at its heart. Rocky and the team know the Chinese market and digital landscape very well and are always open to sharing their expertise as well as exploring new ideas.”

Alla Kocherezhkina

Marketing Manager, GOSH International and Private Care