CHINESE DIGITAL COMMUNICATION AND ONGOING MANAGEMENT

The Client: Charles River is a pharmaceutical company that advances medical research. They offer the industry's most comprehensive drug discovery service portfolio and a multidisciplinary staff of hundreds of scientists. They have the scientific excellence and technological capabilities to support their clients throughout the drug development life cycle, from target identification to IND programs.

Client Website: https://criver-discovery.cn/

The Challenge:

 

Appt had worked with Retrogenix in 2020 to begin to implement a successful marketing presence in China. 

Appt helped to:

  • Develop a Chinese landing page

  • Set the company up on WeChat

  • Regularly translate and post content to WeChat

  • Provide ongoing hosting, monitoring, and media licensing services 

Following their acquisition by Charles River in 2021, the Charles River Discovery team wanted to build upon this foundation and:

  • Redevelop and expand their Chinese digital real estate to be in keeping with the Charles River brand

  • Expand their digital presence by getting set up on new platforms

  • Develop a more strategic and data-driven approach to ongoing content creation and online lead generation

The Solution:

 

Appt worked with the marketing team at Charles River Discovery to design and develop a Chinese website. The website informs Chinese audiences about the Retrogenix platform and Charles River’s wider Discovery services. Appt also assisted in acquiring a Bei ‘An ICP license, which is necessary for the creation of websites within China. Only Chinese entities can apply for an ICP license, so Appt registered a license on behalf of Charles River Discovery.

Alongside website development, Appt set up a new WeChat Service account and mini site, along with accounts on Weibo, Zhihu, and Youku.

Appt has worked with the Charles River Discovery marketing team throughout 2023 to develop a data-driven digital presence in China, managing their Chinese social media and providing strategic recommendations. The data-driven approach is increasing brand awareness in China and generating valuable leads.