Strategic Communications

A leading multinational corporation in the healthcare industry opened a new plant manufacturing drugs in China. The communications strategy needed to be updated to reflect this major step of localizing the company´s business.

Asia Waypoint was retained to work with the MNC´s in-house communications team to draft a new communications strategy in China. Guidelines and message books passed down from the global communications team were used as a starting point to develop the company´s new storyline in China, and was then fleshed out with concrete narratives for various business units like Healthcare or Life Science.

We also assisted our client with concrete day-to-day work in external and internal communications during this crucial localization phase, for example with the drafting and editing of press releases for the plant opening, writing or editing of speeches of the CEO and other members of the leadership team, the collection of input from various business units needed to update the key narratives and more. The cooperation was later extended to provide ongoing support with crisis communications, for example with preparing professional answers to sensitive media queries.