To many Chinese people suffering from severe illness, the best solution to their problem is often associated with the most direct form of surgery. This presented a problem for Minimally Invasive Treatment, a collection of medical techniques used to treat a variety of illnesses without the invasiveness of traditional surgery. To the Chinese public, something so minimal couldn’t possibly cure them of their illness.

So while uptake of MIT was high in developed countries, medical professionals in China were struggling to communicate the benefits of MIT in a simple but effective way. At the same time, changes to medical communications were revolutionizing the way patients informed themselves and made decision regarding treatment.

As a global leader in MIT techniques and solutions, Boston Scientific wanted to:

1. Boost general awareness of MIT

2. Help patients understand all their options for treating severe illnesses

3. Increase the number of procedures using MIT

The Beauty of Med-Art was officially launched with the 2015 Boston Scientific Design Challenge, in partnership with Beijing Design Week, one of the most influential events in China’s arts calendar.

We discovered artists and designers through a series of lectures, leading to over 150 initial design entries. 15 of these were then developed into full concepts through cross-disciplinary workshops.

More than 500 physicians voted for their favourite finalists through an online exhibition and voting platform. Offline exhibitions were held to showcase the pieces, including a stall at the China Health Communication Conference, and an official ceremony unveiled the final four winners to media and other key stakeholders.

In addition to the main events, journalists and key opinion leaders were engaged throughout the campaign via tailored press releases and in-depth stories, and a brochure of the artwork was created to tell the full story of each piece.