ESMO: Baidu PPC and Feed Advertising Case Study

ESMO (European Society for Medical Oncology) is the leading professional organisation for medical oncology. With more than 25,000 members representing oncology professionals from over 160 countries worldwide, ESMO is the society of reference for oncology education and information.

In early 2018, ESMO approached Market Me China to promote the ESMO Asia Congress 2018 in Singapore, to oncologists working in China.

The ESMO team, based in Switzerland, is a very friendly team. After discussing with the ESMO team to better understand their requirements and target audience, we did some research about ESMO on Baidu and noticed ESMO has a great online reputation in China. Here were our recommended solutions for ESMO:

• Run Baidu PPC campaigns by using the brand terms and the right keywords to reach oncologists in China.
• Run Baidu Feed (display ads) campaigns by using ESMO official banners and ad copy in Chinese with a clear call-to-action.

• Quality traffic was generated to ESMO’s official website through Baidu PPC and Feed campaigns which helped reach oncologists in China and inspire them to register for the ESMO Asia Congress 2018.
• ESMO continues to promote their annual congresses via Baidu PPC and/or Feed campaigns in order to reach oncologists working in China and invite them to submit abstracts and to register. The congresses include:
  • European Lung Cancer Congress 2019, Geneva
  • ESMO Asia Congress 2019, Singapore
  • ESMO Asia Virtual Congress 2020 (due to Covid-19)
  • ESMO Asia Virtual Oncology Week 2021 (due to Covid-19)
  • ESMO Virtual Plenaries 2021
  • ESMO Immuno-Oncology Onsite and Online Congress 2021
  • ESMO Congress 2022, Paris
• ESMO brand awareness and reputation in China have been strengthened over the years.

“We appreciate the high professionalism and excellent support of the Market Me China team. They have helped us reach professionals based in China who work in the field of oncology – this has supported the dissemination of new science and quality education to the ultimate benefit of people with cancer.”

– Juan Pablo Fernandez, Head of Marketing, European Society for Medical Oncology (ESMO)