Advertising_in_China

 

Dr. Shen Fei Yan examines a healthcare community agency here in China and looks at how the educational aspects of it relate to the consumers as well as the doctors. We also delve into what restrictions these agencies face when promoting their products and what the different roles of pharmacies are here in China.
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Dr. Shen Fei Yan

Dr. Shen Fei Yan examines a healthcare community agency here in China and looks at how the educational aspects of it relate to the consumers as well as the doctors. We also delve into what restrictions these agencies face when promoting their products and what the different roles of pharmacies are here in China. Fei Yan has gone from a career in the medical profession to a rewarding job in healthcare communication, he finds life in the advertising field to be challenging and exciting and in this interview he tells us the reasons behind this. FeiYan will give us an in depth insight into the healthcare communication in China.

Chairman and CEO of MDS Healthcare Communications, Dr. Shen Fei Yan is a healthcare communication pioneer and China’s leading strategist in medical professional and patient/consumer communications.

Fei Yan was a trained MD and practiced as a surgeon in Shanghai for three years before making a career transition to join McCann Healthcare Communication in 1996 as a first local staff. He then worked as Managing Director of Euro RSCG Life China from 2001 to 2005. Under his leadership and management, Euro RSCG Life China becomes a leading healthcare agency in China. Given the vast amount of experience he has accumulated, Feiyan founded MDS Healthcare Communication in 2007. MDS has grown significantly in the past two years, with clients ranging from multinational pharma to local firms. WPP, the global No. 1 communication group, acquired 60% share of MDS in mid. of 2009.

During his 13 years marketing communication career, Fei Yan has worked on 80+ brands which span from prescription medications to OTC , from Tonic foods to baby formula, from NGO to hospitals. He also helped launch over 20 healthcare products in China, including Glucobay (Bayer), Heptotatin (GSK), Pegasys(Roche), Viagra (Pfizer), etc.

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Advertising & Marketing in China

In this segment of iTV-Asia programs, we delve into the advertising and marketing scene in China. We see how key business leaders in this field approach the challenge of marketing and advertising in China and how they are keeping ahead of the game overall. Find out how companies are marketing their products and how the rise of advertising has impacted Chinese business and the Chinese market in general. These in-depth interviews offer insight into what it is that makes advertising and marketing in China a unique challenge. Gain an inside look at the services, concepts and strategies being used to 'grab' attention in the Chinese market today.

Tom_Doctoroff

Host: Tom Doctoroff - Northeast Asia Area Director / Greater China CEO, JWT

Tom, born and bred in America's Detroit and educated in Chicago, somehow took a detour to Hong Kong in 1994 and never quite made it back to the States. In the meantime, he has become one of Asia's most respected advertising minds. His unique combination of pan-Asian work, plus nine years based in China, has made him a leading expert in the cross-border management of brand architecture and brand building. Furthermore, he is a passionate advocate of the iron link between brand equity and long-term profitability.
Having started his advertising career at Leo Burnett (Chicago) in 1989, Tom jumped ship and joined JWT Chicago in 1992. In 1994, Tom moved to Hong Kong as Regional Business Director, managing several of JWT's largest multinational clients across Asia Pacific (including Pepsi, Philip Morris/Kraft and Citibank).

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