Photo credit: Lindsey Turner/Creative Commons

Edelman China has announced a strategic partnership with the Tsinghua Institute of Health Communication to drive innovation in PR and marketing in the country’s healthcare sector.

The agency will work with the Tsinghua on integrating their knowledge of the health care sector, providing communications training programmes and exchanging talent, and conducting research.

The announcement comes following the results of Edelman’s 2015 Trust Barometer, which found that public trust in China’s healthcare industry has fallen 4 percent compared to last year.

In addition, what consumers expect and what healthcare companies are actually providing are currently quite a distance apart, the Edelman study found, regarding quality of products and services among other things.

Edelman and Tsinghua will launch a new study called “Digital Health” to investigate how China consumes healthcare content.

“Drawing on Tsinghua’s leading academic authority, its deep involvement in China’s healthcare reform and understanding of healthcare policy, the partnership and our study collaboration will translate research data into marketable solutions, providing deep insights to our clients,” said Tony Tao, senior vice president, Edelman China.

“The integration of our resources and expertise will enable marketing innovation and aid the development of health communications in China.”

Li Xi Guang, director of the Tsinghua institute, said: “Edelman China provides a new research lens through which to look at the gaps and issues of the health industry.”

“The partnership and the research collaboration will drive forward thinking to reform the healthcare system in China with actionable insights.”

This story originally appeared in PRWeek