Client
Oxford Immunotec
Industry
Healthcare
Tags
Brand Management, Performance Marketing
Establishing Target Awareness and Professional Awareness through Localised Scientific Content and Platform Optimisation
+200%
Brand Awareness
+150%
Search Visibility
+50%
Click-Through Rate
Introduction
Oxford Immunotec, a UK-based global leader in immunology diagnostics and part of the PerkinElmer group, faced the challenge of strengthening its brand and digital presence within Korea’s highly competitive healthcare communications landscape. the company lacked organic visibility and local engagement within Korea’s clinician and institutional networks - where Naver-based information discovery and Korean-language medical content serve as key intermediaries.
To address this, Oxford Immunotec partnered with expand k to implement a focused content marketing programme designed to localise scientific communication, establish a credible brand voice in Korean, and improve visibility among medical professionals through strategic content optimisation and platform management.
Challenges & Objectives
The Korean diagnostics and medical device market is governed by awareness, professional endorsement, and local-language accessibility - areas where global diagnostic companies often struggle to communicate effectively. The lack of Korean-language scientific resources limited Oxford Immunotec’s reach among healthcare professionals, while algorithmic restrictions on Naver hindered discoverability for foreign-origin medical brands.
The objectives were threefold: to create a consistent Korean-language content pipeline, to enhance discoverability through structured Naver optimisation, and to build brand trust by translating complex medical concepts into accessible and accurate localised narratives - bridging the gap between Oxford Immunotec’s technical expertise and Korea’s medical communication norms.
Activities
The initiative began with the setup and optimisation of Oxford Immunotec’s official Naver Blog channel, laying the foundation for consistent Korean-language content publication. expand k developed a monthly content plan focused on repurposing approved scientific and diagnostic materials into locally relevant posts. Each article was rewritten by medical copywriters to ensure linguistic accuracy and contextual adaptation for Korean audiences.
Over the campaign period, every content - covering immunology insights, diagnostic innovation, and clinical applications - were continuously posted and optimised, based on a solid framework in accordance with Naver’s SEO and audience interaction patterns. The programme also included daily channel monitoring, community engagement & comment management, and performance tracking via Looker Studio dashboards to guide continual optimisation.
Results
expand k’s localisation-driven framework enabled Oxford Immunotec to establish a credible digital footprint within Korea’s healthcare ecosystem. The Naver Blog became a trusted educational hub among healthcare professionals, improving both organic reach and engagement consistency. The translated and localised medical content not only enhanced awareness but also strengthened the brand’s perceived reliability within the clinical community.
By turning scientific complexity into accessible, high-quality Korean-language communication, expand k successfully positioned Oxford Immunotec as a thought leader in immunology diagnostics - laying the foundation for sustainable local brand credibility and future B2B collaboration opportunities.