Edelman and Tsinghua Institute of Health Communication Form Strategic Partnership
Edelman China and the Tsinghua Institute of Health Communication have announced a strategic partnership to bring together Edelman’s industry expertise in communications marketing with Tsinghua’s research and analytics capability. The partners will launch a study on “Digital Health” which will explore how people in China consume health content in the digital era, and examine content preferences and the needs of consumers in China. The alliance will focus on three areas including: integration of knowledge and training programs, exchange of talent and recruitment capabilities and collaboration on advance field research.
“Drawing on Tsinghua’s leading academic authority, its deep involvement in China’s healthcare reform and understanding of healthcare policy, the partnership and our study collaboration will translate research data into marketable solutions, providing deep insights to our clients,” said Tony Tao, senior vice president, Edelman China. “The integration of our resources and expertise will enable marketing innovation and aid the development of health communications in China.”
“Edelman China provides a new research lens through which to look at the gaps and issues of the health industry,” said Li Xi Guang, director of the Tsinghua Institute of Health Communication. “The partnership and the research collaboration will drive forward thinking to reform the healthcare system in China with actionable insights.”
The partnership was announced at Tsinghua’s annual China Health Communication Conference. At the conference, Edelman China also discussed the data from its global study, the 2015 Edelman Trust Barometer, with a specific focus on the health sector. The key findings show that the public’s trust in the healthcare industry has declined four percent in China compared to the previous year. Moreover, there is a gap between what the public is looking for and the actual performance of companies in the healthcare industry, such as in the quality of products and services, data security, sustainable business models and CSR.
“Bringing a new level of transparency and stakeholder engagement is essential to meeting the expectations of healthcare consumers,” said Anita Cai, senior director, National Health Sector of Edelman China. “Healthcare is vital to people’s livelihood. Together with more concerned parties, we will be able to help organizations build public trust and drive progress in China’s healthcare industry.”
About Edelman China
Edelman is a leading global communications marketing firm that partners with many of the world’s largest and emerging businesses and organizations, helping them evolve, promote and protect their brands and reputations. In China, Edelman specialist offerings include Edelman Digital and Edelman Experiential. Visit www.edelman.cn for more information.
About Edelman China Health Sector
Edelman has been in the business of health for over 30 years globally. As the largest healthcare team in China with more than 20 consultants, we offer a suite of fully integrated capabilities from corporate reputation building, product communications and digital health to crisis and issues management. Our local healthcare experience spans core therapeutic areas such as oncology, cardiovascular, immunity, respiratory, infection and ophthalmology. We have a track record of delivering impactful outcomes for some of the biggest brands focusing on pharmaceuticals, medical devices, medical service providers and consumer health, among others.