Background

A top-tier hospital aimed to strengthen brand authority in its region and improve online inquiries and offline visit conversions for key departments.

Goals

• Cold start the matrix of accounts within 3 months with standardized content
• Connect WeChat Channels and Douyin for content synergy and ad campaigns
• Establish a funnel from exposure → lead collection → clinic visits

Solution

1. Account matrix & positioning

   • Hospital main account + department sub-accounts + doctor personal accounts, with unified design and IA
   • Clear audience segmentation and topic layers (education, services, events, authority)

2. Content production & distribution

   • Cadenced editorial plan and script standards (landscape/portrait)
   • Core content multi-posting with platform-specific pacing and tags

3. Data & campaigns

   • Content scoring and review (completion, engagement, saves)
   • Coordinated in-app/off-app campaigns for key events

4. Conversion loop

   • Unified lead capture via forms/CS, two-click path to consultation
   • Feed back appointment/visit data to optimize content and campaigns

Outcomes

• 60+ quality videos; 1.5M+ cumulative impressions in 8 weeks
• Monthly inquiries for key departments +37%; clinic conversion +12%
• Playbook for “Event — Content — Conversion” generalized to other departments

Note: This is sample content; replace with real data/details as needed.