- Logic
- Evidence
- Structure
- Language
- Insight
- Empathy
From reason to the reader
Clear thinking Effective communication
01Recognition
Six awards across four campaigns
Two campaigns account for five of them. Figures quoted anywhere on this page come from a closing report or an awarding body's own published case file.
02Selected work
Nine campaigns — three in full, six in brief
Most health campaigns report reach. These three claims are what the work below is actually for, and each one has a campaign underneath it.
It changed policy
Two CPPCC members filed new proposals after a campaign built to reach them — one on HPV vaccination, one on provincial pilot programmes.
WHO co-hosted it
The WHO Representative Office in China co-hosted a national broadcast, with two of its immunization officers on camera.
The thinking compounded
An argument built in 2024 became a named framework in 2025 and carried three campaigns through 2026. A category coined in May 2022 was owned by August.
Three in full
The campaigns those claims rest on
Adult vaccines · 2023 Double gold
A disease week the country started observing on its own
Second year of a week that did not exist in China before the brand created it. Three parts: a media salon for depth, a national press conference to create the topic, then city interviews pushing down into communities — experts across general practice, dermatology, anaesthesiology, pain management, CDC and community health.
Why it worked: cities began interviewing their own local experts unprompted. It stopped being something pushed out and became something the health system observed.
HPV vaccines · 2021 Policy outcome
The campaign that ended in two legislative proposals
International HPV Awareness Day fell during the National Two Sessions. A salon livestreamed by the People's CPPCC Daily — one of the few titles physically present in delegates' hotels — paired gynaecologists who were themselves CPPCC members with female delegates.
Why it worked: communications that reach delegates is common. Communications that changes what they submit is not.
HPV vaccines · 2021 WHO co-host
Co-hosted with the WHO Representative Office in China
WHO's global theme was “Vaccines Bring Us Closer”; localising it exactly is what made co-hosting possible. A broadcast conversation co-hosted by the WHO China office and Health News, with two Expanded Programme on Immunization officers on camera beside a leading public health professor.
Why it worked: the client's name appears nowhere in the host credits. Stepping fully behind an international organisation is what bought the platform.
Six in brief
Range — scale, launches, and work with no coverage at all
Gastric health, argued rather than explained
A technical concept nobody searches for, on a day nobody observes — translated into propositions people already had opinions about, then detonated across four tracks on one date.
3,426 pieces · 954 m reach · two hot searches · 18 TV channels
Consumer health
Three awards
Thirty-four cities, twenty-one provinces, one release date
One city package templated rather than designed each time: a dermatologist for severity, a community physician for where to go, and a fixed four-channel media mix in every city.
34 cities · 198 originals · 1,215 pick-ups · 231 m impressions
Adult vaccines
An industry platform built to move policy, not sell product
Positioned as an academic platform rather than a corporate event — trading visibility for calibre. Its durable output was a written initiative from the expert committee, citable by policymakers.
2,083 pieces · 500 m+ reads · 22 global speakers · 16,000+ HCPs online
Vaccines
Borrowing the Winter Olympics to talk about cervical cancer
A crossover dialogue between two clinical professors and a former Olympic figure-skating medallist, who said unprompted that she would have her daughter vaccinated.
841 m impressions · 3 hot-search hashtags · 7.14 m livestream views
HPV vaccines
A repeatable method for launching an innovative drug
Split one approval into three news moments — approval, launch, first prescription — so the last proves patients are actually being treated. Replace adjectives with checkable facts.
5 launches, five companies · 2 hrs from customs to patient
Innovent · Ascentage
Zai Lab
An exhibition for employees, about stigma
No media outreach at all. A foreword that conceded researchers once expected HIV to be controlled quickly and were wrong — then closed on something a visitor could do.
Internal audience · built from public submissions
HIV
Two frameworks
Arguments built deliberately across several years
“Three highs plus shingles” — a comorbidity frame for an older audience
Narrowing the audience from everyone over 50 to the far more motivated group already managing a chronic condition.
“Scientific hair care” — building a category on a borrowed day
Skin Care Day belongs to cosmetics brands. Arguing that the scalp is skin carved out space on it — then the line took a day of its own.
From the field
Shot on site, or lifted from the closing reports
03Scope
What the work covers
Multinational pharmaceutical companies, Chinese biotech and medical-device firms, 2020 – 2026. Client names on request.
Campaign types
Awareness-day programmes · multi-city interview rollouts · product launches and first-prescription milestones · expo and summit platforms · expert panels and media salons · livestream production · owned media · internal communications.
Channels worked
CCTV and provincial broadcast · People's Daily Health, Xinhua, China News Service · Weibo hot search · Douyin and WeChat Channels · lifestyle and business press · trade and clinical media · government accounts.
Also
Bilingual working materials · expert briefing books and verbatim transcripts · hospital-side clearance management · medical and compliance review cycles · budgeting, quotation and settlement.
About
About
I plan and run health communications campaigns in China for multinational pharmaceutical and medical-device companies — awareness-day programmes, multi-city media work, product launches, and the frameworks that hold them together across years.
Most of it is the unglamorous kind: recruiting local specialists city by city, briefing journalists before there is anything to file, building a media network in one year that is still standing in the next.