Brand Positioning & Communication Strategy

For the newly established German health care provider HTB, Greenkern developed a brand positioning and communication strategy to ensure HTB’s successful Chinese market entry. To achieve this, it was necessary to start with evaluating the market opportunity for German medical tourism in China more clearly. For instance, what medical services represent the biggest potential for new customers? Given that HTB is one of Germany’s first medical tourism providers in China, what will be their biggest challenges, especially when compared to already established markets such as Japan and the US?

Based on insights derived from market research, target audience and competitor analysis as well as expert interviews, Greenkern provided HTB with a Chinese target audience relevant positioning and an effective communication plan.

This included social media influencers and potential partnerships that would allow HTB to engage with potential customers.