Roche × PICA Health — Case Study

The Challenge

Influenza lands first at the grassroots. Community and township physicians are the first point of contact for fever patients — yet baseline surveys showed real gaps in differential diagnosis, identification of high-risk groups, and the timing of antiviral treatment. Roche needed a way to close those gaps at national scale, across the layer of China's health system that conventional channels do not reach.

What We Did

• Content: A dedicated influenza education zone inside our platform — 6 academic articles, 5 structured courses, 1 expert live session, 2 disease-education videos, and 2 survey waves for outcome measurement.

• Review: Every item passed our academic review before release. Content stayed within disease education and clinical-guideline scope.

• Delivery: Published continuously over 8 months (May–December 2025), reaching physicians in community health centres and township health centres — general practice, internal medicine, public health, pharmacy, respiratory, emergency and paediatrics.

• Measurement: Two survey waves, each covering 2,000 physicians, with a 90% respondent overlap between baseline and endline — so before/after comparisons track the same doctors, not a shifting sample.

Results

• 100,000+ physicians reached nationwide over 8 months.

• Engagement across formats: 20,000+ article learners, 20,000+ course learners, 30,000+ live-session viewers, 50,000+ video views.

• Disease-knowledge scores rose an average of 13 percentage points between baseline and endline — including recognition of high-risk groups (67% → 82%) and optimal treatment timing (85% → 94%).