Case study · Education · allied health
Introducing a discipline that did not exist in the market
Branding, naming, three signed memoranda with Chinese institutions, and a psychomotricity curriculum adapted to the Chinese context.
What they asked
ISRP wanted to introduce psychomotricity to the Chinese medical community — which meant establishing not a product but a discipline, and finding institutions willing to host training in a specialisation the market did not yet recognise.
What we did
- Market research on the needs and barriers for a new discipline
- Branding, naming and marketing strategy, offline and online
- Institutional partnership development
- Design of class trainings adapted to the Chinese context
How it ran
Understand what has to be created, not sold
Research on the needs and barriers of the Chinese market established that the work was category creation inside medical education, not market entry for a training product.
Give the discipline a Chinese name
We redefined the branding and naming so the discipline would land with a Chinese audience, and built a marketing approach across offline and online channels.
Get institutions to host it
Three memoranda of understanding were signed with local institutions to support training programmes, giving the discipline the institutional footing it needed.
Be present where the profession gathers
Participation in conferences and tradeshows engaged more than two hundred Chinese medical professionals and built the profile a new specialisation needs.
Outcome
- Psychomotricity introduced to the Chinese medical community.
- ISRP positioned as the reference institution in the field.
- Three MoUs signed with Chinese institutions.
- A curriculum designed and adapted for Chinese practitioners.
What it taught us
Some entries are not market entries. When the category does not exist, the first year of work is naming, teaching and institutional partnership — and the marketing plan is a curriculum.
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