GenSci is a biopharmaceutical company in China that manufactures and distributes a unique treatment for Growth Hormone Deficiency (GHD), a significant problem in the country. GenSci aims to educate the market about GHD and position itself as a responsible corporate citizen by improving life quality of children with GHD as well as achieving aggressive revenue growth targets.
Yet low awareness about GHD, market misinformation, strict medical regulatory controls, wide geographic distribution of patients, and long patient decision cycles hinder GenSci from achieving its goals.
Bite’s Shanghai team supported GenSci in forming a strategic partnership with the China Red Cross to launch an online poll to reveal the gap between public understanding and reality. We also invited professional British football coaches from the Everton Foundation to hold a special football clinic for children with GHD.
The campaign generated widespread print coverage and featured in TV programs from 9 cities across China, including CCTV. The campaign not only increased awareness about GHD, but GenSci was elevated as a socially responsible citizen which in turn promoted sales.
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