Redefining “Made in China” Innovation Challenge

As BeOne Medicines sought to expand in Hong Kong, they faced a dual challenge: establishing brand authority and overcoming local skepticism regarding mainland-manufactured pharmaceuticals. The market needed assurance that "lower cost" did not mean "lower quality.” Therefore, they appointed Orbit Dot for the rebranding campaign from its former name ‘BeiGene’ to ‘BeOne Medicines’.
Strategy & Execution: Orbit Dot crafted a reputation management strategy centered on transparency, scientific authority, and community advocacy.
Stakeholder Engagement & Authority: We orchestrated a comprehensive presence at HKBIO, including a successful award submission and a high-traffic 3-day exhibition booth. We secured speaking opportunities for BeOne’s Vice President to present cell therapy breakthroughs, positioning the brand as an innovation leader, not just a manufacturer.
Media & Transparency: We organized a disciplined media workshop attended by 20 mainstream outlets and secured an exclusive interview for the COO with HK01. To directly dismantle production concerns, we facilitated a cross-border media and patient group visit to BeOne’s Guangzhou manufacturing site for oncology drugs. This "seeing is believing" tactic proved pivotal in easing local concerns about quality.
Community Advocacy: We bundled these efforts with interviews featuring patient and community advocates. They articulated a powerful counter-narrative: supporting mainland pharma is a pathway to accessible, affordable, high-quality care for Hong Kong patients.