Marketing and Market Entry Framework for the Sensitive Medical Sector

ENCER, a pioneering international biotech company, has developed a revolutionary homeopathic medicine for cancer patients — based on a unique combination of natural ingredients that alleviates chemotherapy side effects and supports both body and mind throughout the treatment journey.

ENCER chose NEW MEDIA to lead its marketing framework — entrusting us with a major responsibility: driving market entry through a comprehensive global marketing effort from end to end, from strategy development, crafting a precise emotional language, to content creation, social media management, campaign management, and website operations.

Market Entry (Go-to-Market) and Establishing a Digital Presence

Defined Objectives

  • Generating leads from relevant distributors in target countries identified for market entry.
  • Positioning ENCER as an innovative, groundbreaking global authority in the digital pharmaceutical sector.
  • Conducting a Market Education process while creating demand among end customers.

How does this look in practice?

Strategy

We developed a complex and dynamic global marketing strategy based on extensive market research, user behavior analysis, and comparison of regional needs across different markets. We mapped dozens of potential countries and identified those with the highest market-entry potential. For each country, we crafted a tailored approach based on local culture, language, and regulatory requirements.

We focused on English-speaking, medically advanced countries — the USA, UK, Canada, and Australia — conducting comprehensive market research and developing a dedicated marketing strategy tailored to local culture, regulations, and medical codes.

We ensured a strategic distinction between direct audiences — distributors (B2B) and end users — cancer patients, doctors, and caregivers (B2C), with tailored messaging that builds trust and professional authority.

Social Media Management

  • We managed ongoing organic activity on Facebook, Instagram, and LinkedIn, which included:
  • Establishing ENCER’s digital presence across social media.
  • Publishing strategic content that connects scientific authority with human emotion.
  • Fostering community engagement with professionals, business partners, and patients’ families.
  • Building trust, raising public awareness, and conducting market education for the product.

Paid Campaign Management

  • We managed targeted paid campaigns in English-speaking countries — including the USA, Canada, Australia, and the UK.
  • Each campaign was culturally and linguistically tailored, with precise messaging for each audience, serving different objectives:
  • Targeted campaigns for medical institutions and professional stakeholders.
  • Targeted campaigns for end users and patients.
  • We conducted continuous optimization using a Test & Learn approach and managed large-scale advertising budgets.

Content Creation

  • We created emotional and professional content assets in multiple languages, including:
  • Video content conveying the product’s value, plus UGC-based content, including collaborations with key opinion leaders in the USA.
  • Production of professional graphics for branding and social media posts.
  • Creation of carousels and stories tailored for different platforms (Instagram, Facebook, LinkedIn).

Website Development and Ongoing Management

We managed the website on an ongoing basis, integrating user experience, precise design, and a human narrative with medical expertise. The content is tailored to each country’s regulations and local culture, aiming to present medical information professionally and build trust with the various target audiences directed to the site.

During my work with NEW MEDIA across my two companies, I had the privilege of getting to know a highly professional, creative, and exceptionally dedicated team. From the very first moment, I received personal guidance, a warm approach, and a deep understanding of my needs and vision from them. They managed my social media with precision, creativity, and inspiration — from strategy to execution, always with a keen eye for the smallest details. Beyond the impressive results, working with them was accompanied by a true sense of partnership, openness, and complete flexibility. Thanks to them, I received high-quality leads, increased exposure and engagement, and felt I had professional support that always ensured I was one step ahead. I wholeheartedly recommend them to anyone seeking top-level social media management, with a big heart and a team you can trust implicitly.
Orna Gold, Co-Founder, ENCER.