Background:
On Feb 28th, 2014, the launch ceremony of the disease education promotion program for chronic hepatitis B had been successfully held in Guangzhou. This program was supported by CFHPC and Roche aiming to improve the patients' awareness towards hepatitis B and its treatment options.
Strategy:
• Cooperation with CFHPC and starting this program from the perspective of public welfare
• Leveraging China's key KOL in chronic hepatitis B to deliver detailed interpretation of 3 well-received goals about the treatment of chronic hepatitis B to mass and trade media
• Key messages development for press release and in-depth article
• Invite general media, trade media and online media to conduct group interview for generating media buzz on the positive outcomes
