Parkway Cancer Centre: Engaging Healthcare Communication
The Client
Parkway Cancer Centre is a leading oncology institution providing comprehensive cancer care. Their digital presence aims to:
- Educate about cancer awareness
- Share medical expertise
- Build community trust
- Provide valuable healthcare information
- Support patient journey
The Challenges
PCC needed to achieve several key objectives:
Market Dynamics
- Complex medical information communication
- Multi-market audience reach
- Healthcare content sensitivity
- Educational content requirements
- Patient trust building
Content Strategy
The campaign focused on awareness with:
- Educational content
- Patient stories
- Treatment information
- Clinical updates
- Community engagement
Our Approach
Platform Strategy
- Monthly Facebook Performance
- >4% Engagement rate
- >200,000 Total impressions
- Monthly Instagram Performance
- >10.00% Engagement rate
- >150,000 Impressions
- Strong regional presence
Content Pillars
Cancer 101
- Educational content
- Treatment information
- Disease awareness
- Clinical updates
- Prevention tips
Patient Stories
- Survivor experiences
- Treatment journeys
- Hope and inspiration
- Community support
- Real-life impact
Implementation
Targeting Strategy
- Geographic focus across Southeast Asia
- Age demographic: 25-44 primary audience
- Multi-language approach
- Healthcare professional engagement
- Patient community building
Content Performance
Best Performing Content:
- Cancer education posts: > 5.00% engagement
- Patient stories: >40.00% engagement
- Treatment information: >30.00% engagement
- Video content: Strong engagement
Results
Campaign Metrics
- 7.8% Average engagement
- 400+ pieces of content
- Strong community growth
Key Success Factors
- Educational content strategy
- Authentic patient stories
- Professional medical information
- Consistent engagement
- Multi-platform approach
Impact
The campaign successfully:
- Enhanced cancer awareness
- Built community trust
- Provided valuable education
- Engaged target audience
- Strengthened brand authority
This comprehensive approach demonstrated the effectiveness of strategic healthcare communication in social media.
