1. Search Engine Marketing (SEM)

Paid search was prioritised to capture immediate demand from users actively searching for cancer-related information and treatment options.

In healthcare, search intent is highly decisive. Patients and caregivers often turn to Google during moments of urgency, using specific queries such as treatment options, specialist consultations, or second opinions. Appearing at the top of these searches ensures visibility at the exact moment decisions are being considered.

SEM mattered because it captures high-intent traffic and levels the playing field, allowing ICS to compete against larger institutions despite lower brand recognition.

It also provides measurable performance data, enabling ongoing optimisation and cost efficiency improvements.

Through continuous optimisation, including keyword refinement, negative keyword filtering, bid adjustments, audience segmentation, and landing page enhancements, we reduced Cost Per Lead month-on-month while maintaining strong click-through rates.

2. SEO Strategy for Long-Term Organic Authority

While SEM captured immediate demand, SEO was designed to build sustainable authority and reduce long-term reliance on paid media.

In oncology, patients often conduct extensive research before choosing a provider. Ranking organically for high-volume cancer searches signals credibility, expertise, and trust — particularly when competing against established players.

To strengthen organic visibility, Brew developed four comprehensive pillar pages focused on high-search-volume cancers:

• Breast Cancer

• Lung Cancer

• Colon Cancer

• Prostate Cancer

Each pillar page was structurally optimised for search visibility and crawlability, and written in medically accurate, reassuring, patient-friendly language. The content was designed to address both informational intent (symptoms, diagnosis) and treatment-related intent (options, consultations offered by ICS).

A comprehensive Lung Cancer pillar page built to capture high-intent searches while delivering medically accurate, patient-friendly guidance.

Supporting these pages, Brew produced well-researched, educational articles centred on the same four cancers. All content adhered strictly to medical advertising and compliance requirements while remaining accessible and empathetic.

Brew’s content team crafted blog articles centred on high-intent cancer searches, combining SEO best practices with empathetic, compliant medical writing.

Pillar pages consolidated ICS’s authority, signalling topical depth to search engines, while the educational articles captured early-stage research queries, nurturing users before they are ready to enquire.

3. Humanising Cancer Care Through Social Media

In a market where many oncology brands communicate in clinical, institutional tones, ICS had an opportunity to differentiate through warmth and approachability.

Brew refreshed the brand’s digital presentation by:

• Introducing modern, compelling fonts and cleaner visual systems

• Harmonising graphic styles across Singapore and Indonesian accounts

• Establishing a consistent brand identity across platforms

Previously, posting was irregular and reactive. We implemented a structured content calendar to ensure consistent visibility and sustained engagement. In healthcare, trust is reinforced through familiarity, and familiarity requires frequency.

Through these efforts, ICS achieved #1 search rankings for several high-intent cancer queries, including “breast cancer”, “lung cancer”, and “prostate cancer” related searches. 

Ranking at the top of Google ensured that patients researching symptoms, diagnosis, or treatment options encountered ICS’s content early in their decision journey, strengthening both credibility and enquiry potential.

TikTok as a Trust Channel

Brew introduced TikTok as a strategic patient-trust channel for ICS. Our team proposed, storyboarded, filmed, edited, and published videos, featuring content such as staff introductions and games, facility walk-throughs, frequently asked cancer-related questions addressed by ICS’s oncology team, and educational short-form videos.

Brew crafted TikTok content that humanised ICS’s medical care team, highlighted its patient-centric facilities, and addressed common fears and misconceptions about cancer treatment.

TikTok was particularly effective because video establishes a connection with audiences more quickly than static content. By showing real doctors, real environments, and real answers, ICS strengthened its positioning as compassionate, transparent, and patient-focused.

4. Tactical Campaign: ICS Art Exhibition 2025

Beyond performance marketing, Brew supported the promotion of the ICS Art Exhibition 2025,  an initiative showcasing art created by the ICS art professor and students, many of whom are patients participating in art therapy programmes.

The exhibition highlighted how creative expression supports emotional healing, resilience, and storytelling throughout the cancer journey, reinforcing ICS’s positioning as a provider of holistic, compassionate care.

The campaign was promoted through targeted Google Display Network ads, driving awareness and participation while aligning with ICS’s broader brand values.