Exploring Emerging Media Platforms for Med-Tech Overseas Branding and Client Engagement
magAssist, established in 2017, is one of China’s dominant medical device companies. With the ultimate goal of delivering an innovative suite of life-support systems in emergency scenarios, magAssist entered the heart failure prevention market with its introduction of Maglev artificial heart technology. In addition, their Organ Care System (OCS) automates crucial medical processes including the preservation, assessment, and transportation of organs for transplantation. The U-Corp@magAssist (Marketing) team faced a classic challenge in an unfamiliar industry. As a startup with unique product advantages and high technological barriers, the team aimed to expand its brand influence in international markets, building upon its strong reputation and positive word-of-mouth in the domestic market. Through weekly meetings with magAssist, the team members realized that the nature of magAssist’s industry made it difficult to apply known case studies to their specific challenges directly. Therefore, they conducted targeted research on the financial statements and marketing strategies of industry giants. At the same time, another group of team members focused on studying different social media platforms. Subsequently, they combined the research findings with the reality of magAssist, resulting in a more practical digital marketing plan for overseas markets. This plan encompassed specific digital marketing tactics for each platform, communication processes, brand promotion strategies, and examples of marketing materials.
Members:
Chuwen Huang (Leader, Class of 2025)
Le Nguyen Yen Vy (Class of 2026)
Huiyu Chen (Class of 2026)
Kuang Sheng (Class of 2026)