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ACROSS THE APAC REGION 2025

On behalf of the Weber Shandwick APAC Healthcare Team, I’m delighted to welcome you to our very first report on Best Practices in Patient Advocacy across the APAC region. We’re excited to share this milestone with you and hope it becomes an important resource in navigating the evolving advocacy landscape in APAC.

PARTNERS •

Immunisation Foundation of Australia

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The Hong Kong Stroke Association 新健社

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Coeliac Australia

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My Lupus Dairy

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HOUSE086 淋巴瘤之家

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Shen Shang Xian 肾上线-北京凯德尼医疗科技有限公司

Hong Kong Ankylosing Spondylitis Association 香港強脊會

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Hongmian Cancers & Rare Disorders Charity Foundation of Guangzhou 红棉公益基金会

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The Illness Challenge Foundation (ICF) 病痛挑战基金会

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Narcolepsy Care Center 觉主家

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B27 Association B27 協進會

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Hong Kong Psoriasis Patients Association 香港銀屑病友會

Lung Connect India Foundation

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One Step Lung Cancer Patient Association 肺がん患者の会ワンステップ

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NPO Nanbyo Network (NPO法人難病ネットワーク)

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Japan Patients Association (JPA)

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NPO ASrid

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Korea Kidney Cancer Association 사단법인 한국신장암 환우회

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Headache Place 두통과 함께하는 사람들 Korea Leukemia and Blood Cancer Patients Organization 한국백혈병환우회

Mindfull Community Limited

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Rare Disorders Society (Singapore)

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Diabetes Singapore

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LOVE4ONE 러브포원

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Korean Myeloma Patient Group 한국다 발골수종환우회

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Korean Neuroendocrine Tumor Patients' Association 한국신경내분비종양 환우회

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Dakshayani and Amaravati Health and Education

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FSHD Youth Community (FSHD青年路社区)

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Korea Association of Parents of Children with Severe and Multiple Brain Lesions 사)한국중 증중복뇌병변장애인부모회

Korean Network of People Living with HIV/AIDS (KNP+) 한국HIV/AIDS감염인 연합 회KNP+

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Korea Cancer Patients Rights Council 한국암환자권익협의회

Korea Parkinson's Hope Association 한국파킨슨희망연대

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Wooridoori Guseulhanae 우리두 리구슬하나 삼중음성유방암 환우단 체

Korea Alliance of Patients Organizations (KAPO) 한국환자단체연합회

Patient advocacy in the region has undergone significant transformation in the last decade; it has grown rapidly due to the pandemic, social changes, and an aging population. These factors have heightened the visibility and influence of patient advocacy, encouraging government, industry, and society to seek meaningful input from patients and caregivers. However, this shift has also brought to light increasing disparities and challenges in achieving health equity across populations. At Weber Shandwick, we are deeply committed to advancing inclusion, health equity, and amplifying patient voices. To that end, we have developed an approach built on four key pillars: Monitoring Efforts launched in January involve ongoing analysis of how patient groups operate throughout the region. By tracking their activities weekly, we uncover emerging trends and insights to better understand their work and impact.

Initiated in late summer, the Patient Advocacy Survey captures feedback and perspectives directly from patient advocacy groups (PAGs) across APAC. The goal is to learn from their experiences and aspirations, helping to shape actionable strategies for support.

This October, we hosted our inaugural Patient Advocacy Academy, a platform created by our APAC Healthcare Practice to foster collaboration among advocacy leaders. Participants from Hong Kong, Shanghai, and Singapore gathered to share experiences, exchange ideas, and collectively enhance best practices in the field.

This Report marks the culmination of our efforts this year – but it is only the starting point for the journey ahead. It distills our learnings to both celebrate the progress of patient groups and provide actionable insights. It also serves as a tool for increasing awareness about patient advocacy in APAC and invites additional groups to join in amplifying patient voices next year.

These efforts aim to create a positive feedback loop: the more we learn, the better we can support patient groups, which in turn enhances our collective impact. Understanding advocates’ challenges and opportunities helps us strengthen engagement and communication across stakeholders. This work is a passion project for the Weber Shandwick APAC Healthcare Team and for me. We are committed to driving meaningful change for patients and building relationships that amplify their voices. Looking ahead to 2026, we plan to expand our activities, engaging more groups more directly in Australia, India, Japan, and South Korea too. So, we warmly invite you to read our report and to join us on this journey. For any feedback, questions, or ideas, please don’t hesitate to reach out to me or your local Weber Shandwick office. Together, we can drive meaningful change for patients across APAC. Sincerely, Robert Magyar Weber Shandwick APAC Healthcare Lead rmagyar@webershandwick.com

The Weber Shandwick APAC Healthcare Team is proud to present the inaugural report on Best Practices in Patient Advocacy Across the APAC Region, a comprehensive resource that shares valuable insights and experiences aimed at fostering collaboration, learning, and ultimately strengthening the impact of patient advocacy across the region. Over the past decade, patient advocacy in APAC has undergone significant evolution, driven by societal changes, an aging population, and other dynamic factors within our healthcare ecosystems – magnifying the need for patient involvement in decision-making and encouraging governments, industry leaders, and society to embrace a more inclusive approach. Additionally, patient advocacy has emerged as a critical driver of health equity, helping to raise visibility, foster collaboration, and amplify patient voices.

EXECUTIVE SUMMARY

including Australia, Mainland China, Hong Kong, India, Japan, Singapore, and South Korea. Notable findings include:

OUR ADVOCACY BEST PRACTICES & LEARNINGS

73%

of PAGs identified low health literacy as a significant challenge for patients and caregivers, underscoring the need for accessible and plain-language resources in advocacy efforts.

RECOMMENDATION 1 Clear Objectives And Creative Messaging

Funding/Resource constraints were cited by

82%

RECOMMENDATION 2 Diverse Collaboration To Expand Reach, Appeal & Expertise RECOMMENDATION 3 Strategic Technology Integration

PATIENT ADVOCACY ACADEMY

ACKNOWLEDGEMENTS

To further explore this, we consulted with eight PAGs in person during our Academy and conducted a detailed survey with over 30 PAGs across APAC,

Media coverage

36%

Engaging with media to spotlight issues

and personal storytelling

33%

as the top challenge to achieving advocacy goals.

36%

and direct meetings with policy makers

were the most effective approaches for raising awareness.

24%

had the most significant influence on health policy.

While this progress highlights the importance of amplifying patient voices, it also underscores the persistent challenges in achieving health equity. By combining bestpractice case studies, insights, and consultations with PAGs, we hope to inspire advocacy groups and stakeholders to reimagine their approaches to address barriers, strengthen their influence, and drive meaningful change. To that end, this report offers actionable recommendations across three key pillars: Defining clear objectives & creative messaging

Diverse collaboration to expand reach, appeal, and expertise

Expertise, and strategic technology integration to amplify impact.

As such, our recommendations for best practices in patient advocacy fall into three core suggestions. By simplifying complex issues and evoking CLEAR OBJECTIVES & CREATIVE MESSAGING.

emotion, compelling narratives can be crafted that resonate strongly with audiences. Additionally, embracing creativity that combines verbal and visual elements, and using data to inform campaigns, can enhance one’s messaging.

Expand your reach and impact by

OUR

ADVOCACY

BEST

PRACTICES

collaborating with diverse experts, likeminded partners, and trusted influencers. By identifying those with similar goals, coming together to drive an initiative or messaging forward can become more powerful.

LEARNINGS

At Weber Shandwick, we understand that to drive meaningful impact and influence, advocacy requires intentionality and adaptability to address complex challenges, grounded in empathy and strategic rigor.

DIVERSE COLLABORATION TO EXPAND REACH, APPEAL & EXPERTISE.

Finally, leverage cutting-edge technologies and free tools to support your day-to-day work. Investing in learning STRATEGIC TECHNOLOGY INTEGRATION.

and integrating the available digital tools can streamline your work, improve efficiency, and help to track and analyze

Through our observations and regular engagements with diverse

results. Additionally, in our era of

stakeholders across the healthcare ecosystem – including patient advocacy groups (PAGs) – we have accumulated years of experience and insights.

reach and impact.

technological innovation, consider both online and offline elements to amplify

In our report, we will explore these in more detail, sharing experiences, case studies, and survey insights of advocacy strategies that have exemplified our recommendations to produce powerful, effective campaigns.

ENSURE CLEAR OBJECTIVES While clear objectives may seem obvious, insights from consulted PAGs highlight their critical importance: IS THE ADVOCACY PROJECT GOAL ONLY ABOUT AWARENESS?

GO DEEPER

Awareness is often the default goal, but it rarely drives behavior change alone. Effective advocacy requires a multi-faceted approach that addresses true barriers by pairing education with skill development, reducing environmental and socio-cultural obstacles, engaging social support, and reinforcing individual motivation.

ARE ALL KEY STAKEHOLDERS ALIGNED?

CONNECT EARLY

Ensure all partners are working towards the same objectives, regardless of individual organizational goals. Early inclusion of the patient voice helps ground initiatives in the patient reality and needs from the start.

CLEAR

OBJECTIVES

CREATIVE

MESSAGING

To maximize the impact of advocacy efforts, defining clear objectives is key in combination with creative, emotional, and data-driven strategies to engage audiences. In an increasingly complex media and digital landscape. Effective messaging is not just about what is communicated, but planning how it travels and resonates across multiple, decentralized channels. Here, we outline a foundational approach to messaging – bridging clarity, creativity, and emotion – all supported by data, insights, and tools like AI.

DO PROJECT OBJECTIVES ALIGN WITH ORGANIZATIONAL GOALS?

THINK HOLISTICALLY

In our survey, one-off campaigns were highlighted by PAGs as one of the least effective approaches to disease awareness. Aligning objectives with short- and long-term organizational goals helps avoid this. Additionally, embracing creativity will help to enhance impact and advocacy reach. (see page 10).

IS THE ORGANIZATION’S ROLE AND REPUTATION CLEAR?

DRIVE CONSISTENCY

In our survey, some advocacy groups feel well understood, but others reported being seen as narrowly focused on awareness, not strategic, or only representing a narrow subset of patients. Clear project objectives tied consistently to broader organizational goals can help strengthen reputation and demonstrate strategic impact.

SIMPLIFY COMPLEX ISSUES

73%

of PAG respondents to our survey agreed that low health literacy was a challenge for their patient/caregiver populations.

The importance of simplifying complex medical language and explanations was also reinforced by PAGs, which highlighted overly medical and complex messaging as the least effective approach to raising disease awareness (followed by one-off campaigns). As PAGs and health communicators, we may think that this is something we do day-in, day-out, but it is worth considering the following: DOES OUR CONTENT: Explain but not ‘stick’?

Reflect the clinical, not the human?

Highlight key facts but miss key sociocultural contexts?

Appear as medically correct but indigestible (TLDR)

Remain hidden or difficult to locate?

There is more to simplifying complex medical information than meets the eye.

SOME EXAMPLES OF STICKY SIMPLIFICATION

High-Density Lipoprotein (HDL) and Low-Density Lipoprotein (LDL)

‘Good’ cholesterol and ‘bad’ cholesterol

Micronutrient deficiency

Hidden hunger

Vector control (larval habitats, Aedes lifecycle, etc.)

Dengue “5-Step Mozzie Wipeout”

Chronic sleep deprivation

Sleep debt

Metabolic disease risk

‘Three White Poisons’ (Sugar, Salt, White Flour)

Simplifying complex issues helps people understand, remember, and share them. Using concise language, removing jargon, and expressing ideas through sticky language and clean visual cues ensure they are recognizable and repeatable across social feeds, conversations, and emerging AI-powered discovery tools. Furthermore, PAG’s proximity to patients and caregivers can help ensure they stay true to the patient voice and remain ‘sticky’. With limited resources and funding, emerging AI tools can help you further refine and test representative ‘agents’ of the public, while simultaneously pre-identifying potential issues or misunderstandings. These principles are equally important for policy advocacy, where simplifying and reframing issues in line with national priorities is key to driving urgency and action, not just awareness and understanding. EMBRACE CREATIVITY

Media news coverage and personal storytelling of patient-lived realities are key PAG approaches to building successful disease awareness. Meanwhile, media engagement to spotlight issues remains the most useful approach to policy advocacy, as highlighted in our survey. This emphasizes the importance of earned-first approaches to both awareness and policy advocacy work and that, increasingly, these different advocacy elements are inextricably linked:

POLICY SHAPING

PATIENT EMPOWERMENT & ADVOCACY

COMMUNICATIONS & EARNED MEDIA

An integrated combination of online and offline grassroots empowerment, advocacy, and media engagement creates a powerful force that can shift public perception, mobilize community support, and ultimately shape policy changes that align with the needs and rights of patients. 10

The importance of the media in PAGs’ work also requires reconsideration of today’s media environment. People no longer just consume content – they reshape and recreate it. Influencers, podcasters, and niche communities now operate as powerful media hubs, and information flows through many small channels rather than just a few large broadcasters. This creates new challenges, but also new opportunities for advocacy.

In this landscape, media is not just a distribution channel but a collective, conversation-driven experience. Advocacy must therefore use creative messaging that earns participation, not just attention, blending online and offline engagement. Creativity becomes a strategic tool that brings together visual and verbal storytelling to spark involvement across both new and traditional forms of media. By treating influencers, advocates and communities as co-creators – not just distributors – PAGs can unlock participation, creativity, and scale that is often difficult in resource-limited settings. This ‘creator economy’ approach aligns closely with patient storytelling, helping to bring lived experiences to life. When stories are cocreated with communities rather than pushed to them, they gain

FOCUS ON HOW CAMPAIGNS INVITE PEOPLE TO: • PARTICIPATE • CONTRIBUTE

a shift from a “call to action” to a “call to creation.”

• CREATE ON THEIR BEHALF

Case

THE CLEFT COLLECTION BY SMILE ASIA FOR CLEFT LIP OR PALATE The campaign created specially designed cutlery to help people understand the daily struggle of eating with a cleft lip or palate. The cutlery is intentionally designed with missing or oddly shaped pieces to make eating frustrating and difficult, similar to the challenges faced by children with cleft conditions. It successfully: • Connected the objective to a creative experience and messaging: this is not an aesthetic problem, it is a debilitating one • Created an experience that literally put guests in the children’s shoes, generating empathy, engaging prominent public and cultural figures to drive trust and credibility, as well as share in the patient experience The case study video can be found here.

cultural salience: earning attention, prompting reaction, and travelling organically through passionate networks. 11

Case LEVERAGE DATA CREATIVELY Closely linked to creative patient storytelling is uncovering and analyzing key data. Data strengthen these narratives. Turning data into insights from which patient experiences, unmet needs, cultural barriers, or community behaviors can be more evocatively expressed, helps to spark ideas, reframe messages, and anchor creativity in reality. Published data are often limited across many conditions and populations in the APAC region, yet evidence remains essential for shaping policy and strengthening advocacy. PAGs can draw on a wide range of formal and informal sources – peer-reviewed studies, clinical outcomes, registry data, landscape research, social listening, helpline transcripts, patient narratives, and everyday experiences shared online. When these insights are distilled and paired with clear, urgent messaging that goes beyond education alone, even small or unconventional datasets can drive meaningful impact.

Is this sufficient to build a credible and creative campaign or frame the issue for policymakers?

What additional data might we need to strengthen this? And what are some simple, cost-effective ways we could get them?

KEY QUESTIONS TO ASK (DATA AND INSIGHT FRAMING): How can we bring our data to life beyond simply making people aware of them? How might you reveal them in a way that creates content itself? 13

How could we ensure our data earns attention AND reaction? What experience could you create?

Commissioned research revealed how cultural and societal expectations shape women’s health decisions. The campaign highlighted these insights through #notsofunfacts, including a video capturing women’s real reactions to the findings. Influential voices and key platforms helped build momentum, raising awareness of the #notsofunfacts and inviting the public to join the conversation: • Generated and used data in ways to shock and draw attention to issues that are ingrained in socio-cultural norms and dismissed • Created an experience that also produced content for offline & online integration • Launched on social channels to earn attention and reaction inviting people to share their own reactions and views on changing the facts The case study video can be found here THESE PRINCIPLES REMAIN, EVEN THOUGH PAGS OFTEN FACE MORE RESOURCE LIMITATIONS THAN MULTINATIONAL CORPORATIONS

KEY QUESTIONS TO ASK (DATA GATHERING): What data do we have access to and what are they revealing about the need for change/ action?

FREEDOM TO BE, BY ROCHE AND SINGAPORE CANCER SOCIETY

How could we unleash the power of online and offline communities to activate our data further?

Use small-scale surveys, patient diaries, qualitative insights, or social listening instead of large, expensive studies. Replace high-budget films or installations with resource-light alternatives: selfie-style videos, co-created reels, simple photos, simple interactive content. Focus on authenticity and relatability, not polish. Big campaigns often over-rely on broadcast reach; PAGs can instead focus on co-creation within offline & online communities, generating and earning attention and participation One-off stunts are expensive. If the call to creation has been answered with public participation, this can help provide further repeatable, lowcost content formats that communities can help sustain, perpetually evolving and reiterating messages and content. 14

IDENTIFY THOSE WITH SIMILAR GOALS Similarly, our respondents also highlighted the need for crossagency collaboration, mentioning stakeholders such as healthcare institutions, advocacy groups, patients, and their families. Furthermore, local and international stakeholder collaboration to foster shared initiatives in disease education and awareness efforts were also mentioned, again supporting potential collaborative opportunities not just within a local ecosystem, but across regions too.

Healthcare institution-driven patient / caregiver engagement and disease education initiatives, supported by clinicians, pharmaceuticals and patient / caregiver advocacy group.

Collaborations with overseas agencies.

DIVERSE COLLABORATION

EXPAND

APPEAL

REACH,

Utilizing patient and family communities.

- Various quotes from respondents.

EXPERTISE

During our Academy discussions, it was evident that a strong willingness to learn from others and to contribute their own experiences and knowledge to the advocacy space exist. This was particularly true for stakeholders involved in the same disease area or those with shared objectives. 15

Case EXPAND EXPERT CONTRIBUTORS & PARTNERS Many successful campaigns that garner media momentum and capture public attention often bring together stakeholders from diverse sectors, including healthcare professionals, policymakers, corporations, and community leaders. When united around a shared purpose, these stakeholders contribute their unique expertise and perspectives, enriching the dialogue and driving impactful collaboration. This collective approach enhances a campaign’s reach and credibility, and can address complex societal challenges more holistically.

Case COLLABORATIVE MULTISTAKEHOLDER EFFORTS FOR RAISING AWARENESS AND IMPROVING CARE IN CHINA – MYASTHENIA GRAVIS AWARENESS DAY 2025 – THE “SNOWFLAKE PEOPLE 雪花人” The event brought the rare autoimmune neuromuscular disorder into the spotlight through various impactful sessions, including a plenary session, thematic discussions, a charity gala, and various special workshops, including doctor–patient meetings, needslistening sessions, and rehabilitation sharing, fostering meaningful dialogue and comprehensive collaboration. It also marked the debut of the first-ever logo representing myasthenia gravis patients – the “Snowflake People” – a symbol of both vulnerability and quiet strength. The event: • Convened diverse stakeholders together, including PAGs, patients, and medical professionals, to drive dialogue on disease and patient needs. • Designed an agenda that facilitated how stakeholders from different parts of a patient’s journey could interact, thus supporting a comprehensive approach and discussions. • Utilized simple creativity with a new logo and “sticky” naming that artistically explained the disease, enhancing the campaign’s impact and reach. 17

COLLABORATIVE ADVOCACY FOR FILIPINOS LIVING WITH RARE DISEASES – #CAREFORRARE CAMPAIGN

The campaign brought together the Philippine Society of Orphan Disorders (PSOD), UP Manila Institute of Human Genetics, Newborn Screening Reference Center, and Volunteer Youth Leaders for Health – Philippines to launch a national advocacy campaign to raise awareness and galvanize support for Filipinos affected by rare disease. The initiative gathered volunteers, advocates, organizations, and government agencies to create a unified and impactful movement, which: • Highlighted the contributions of expert partners in shaping the campaign through their specialized knowledge in rare diseases, genetics, and public health, helping to provide credibility. • Demonstrated the power of youth mobilization by engaging volunteers from a youth organization to provide on-the-ground support and manpower, showcasing how broad stakeholder involvement can drive successful advocacy efforts.

ENGAGE INFLUENCERS When we think of “influencers”, these do not have to be limited to online social media influencers. Influencers can encompass a wide range of voices, from patient ambassadors, celebrities, politicians, to prominent subject-matter experts who relate to patient experiences or issues. Whether you are looking to boost credibility, authority, or emotional connection to your advocacy efforts – each brings its own advantages to a campaign and can amplify the impact of messaging and drive deeper engagement and influence with your target audiences.

Meanwhile, The Adventure Jar campaign in China was organized by the Beijing Aipu Cancer Patient Care Foundation with the support of a biopharmaceutical company. It invited actress-singer Celina Jade, the foundation’s ambassador for metastatic breast cancer, to join an event remotely and engage with participants online.

Influencer engagements need not be limited to online efforts alone. A robust campaign could successfully integrate an ambassador’s in-person participation at key events, which can then be further augmented through media coverage and social media channels to maximize reach. When in-person involvement is not possible, virtual participation – through video messages, live-

In Australia, the Big Freeze by Fight MND: Motor Neurone Disease Awareness & Fundraising, combined both online and inperson activation, inviting celebrities and TV personalities to slide into an icy-cold pool at a football game, drawing crowds

streamed discussions or remote media opportunities – can still generate meaningful support and capture media attention.

of more than 80,000. FightMND also included several celebrities in their video campaign to encourage everyday citizens to donate. The campaign also managed to receive a video message of support from the Australian Prime Minister, highlighting the importance of media and civic engagement in both driving awareness and potential policy influence.

The key is to strategically leverage each influencer’s unique strengths across both offline and online platforms to create a cohesive and impactful campaign.

In Hong Kong, the Hong Kong Cancer Fund in partnership with a biopharmaceutical company launched The Adventure Jar, a children’s book designed to help breast cancer patients and their families share emotions and find positivity together. Singer-actress Gigi Leung served as the ambassador and narrator, delivering a live book reading that engaged children and families.

INTEGRATE OFFLINE AND ONLINE INITIATIVES For example, insights gathered through community events or support groups can be amplified through targeted social content, livestreamed discussions, and digital storytelling. Likewise, online engagement platforms or virtual communities can be used to drive turnout for offline forums or awareness campaigns. By designing a program where online and offline touchpoints are planned together, PAGs can create continuous engagement, support diverse patient needs, and generate richer data to inform future action.

Case ONLINE-OFFLINE PUBLIC AWARENESS AND COMMUNITY ENGAGEMENT FOR HEART FAILURE – “OLD HEARTS CAN’T WAIT CAMPAIGN 心老了等不了”, HONG KONG

STRATEGIC TECHNOLOGY INTEGRATION Patient advocacy efforts are most effective when digital tools and real-world activities reinforce each other. PAGs should use technology not as a standalone channel but as an integrated ecosystem that extends the reach, accessibility, and impact of offline initiatives.

The campaign was a public-awareness initiative that spotlighted the silent burden of heart failure and the delays many patients experience before receiving specialist care. It used a striking realworld activation – a public queue symbolizing long waits – combined with expert engagement and personal storytelling to drive public understanding and urgency around early diagnosis and treatment. The campaign: • Translated a complex health-system challenge into a simple, relatable offline visual – a queue of “waiting patients” - to humanize the issue and spark public conversation. • Integrated offline events with digital amplification, using social platforms and media outreach to extend awareness beyond the physical activation and mobilize broader community engagement around heart failure education. The case study video can be found here. Regardless of PAGs’ resource limitations, communications principles remain the same.

ANALYZE IMPACT & MEASURING SUCCESS A significant number of PAGs face challenges in measuring the success of their efforts, with 64% of organizations reporting that they do not have clear metrics in place to assess the impact of their advocacy work. This lack of measurement not only limits the ability to demonstrate success, but also makes it harder to refine strategies and allocate resources effectively.

When asked about their challenges in measuring success, PAGs highlighted three key barriers:

LACK OF RESOURCES OR TIME

Many PAGs are operating with small teams, stretched budgets, or are volunteers, leaving little capacity for detailed impact analysis. Some of our Academy attendees also echoed these findings.

In addition to these barriers, scaling operations with limited resources or avoiding burnout (42%) emerged as a pressing concern for PAGs who are planning for the next 1-3 years. PAGs could benefit from measuring media coverage generated by their campaign, including reach, participation and reaction, awareness metrics, share of voice, and sentiment. Beyond these, measuring behavioral changes, such as increased participation in PAG programs, policymakers’ sentiment, or willingness to engage, can provide deeper insights into real-world impacts of advocacy efforts. Measurement is not just tracking numbers. It can also be leveraged as a strategic process to improve outcomes. Thus, analyzing impact begins with identifying clear objectives and ensuring all metrics tie back to initially set goals. And despite the challenges, there are cost-efficient and accessible ways to measure impact, streamline workflows, and maximize efforts. UTILIZE FREE TOOLS

LACK OF STANDARDIZED METRICS

DIFFICULTY MEASURING QUALITATIVE OUTCOMES

Without universal benchmarks or frameworks, it is difficult to compare performance across campaigns or even internally over time.

Advocacy often aims to foster intangible results such as trust, empowerment, or awareness, outcomes that are vague and difficult to quantify.

For many organizations, limited funding and resources can pose significant challenges to executing impactful advocacy campaigns.

In fact,

of respondents identified limited resources as their biggest hurdle.

However, the rise of free or low-cost tools and technologies has made it possible to achieve remarkable results even with constrained budgets, proving that impactful campaigns do not always have to come with a hefty price tag.

LEVERAGE GENERATIVE AI FOR EFFICIENCY AND CREATIVITY Generative AI tools can simplify time-intensive processes like brainstorming content, refining messages, or creating simple visuals, helping to produce relevant materials quickly. At the same time, it is essential to be mindful of issues like copyright, artist rights, and responsible AI use when deploying these tools.

TAP INTO FREE DIGITAL PLATFORMS Free social platforms continue to offer accessible channels for outreach, engagement, and storytelling. Concurrently, other work process platforms can provide cost-efficient solutions for designing campaign materials and streamlining project management.

HARNESS THE POWER OF FREE ONLINE KNOWLEDGE AND TRAINING TOOLS Free tutorials and toolkits from content creators on YouTube, TikTok, RED, or non-profit organizations can help upskill PAGs in areas such as how to us social media effectively, basic graphic design, or simple campaign analytics.

By creatively leveraging free tools and resources to expand their knowledge and improve efficiencies, PAGs can focus their resources on high-priority areas. Ultimately, the perception that advocacy campaigns always come with high costs is not always accurate – with the right strategy and resourcefulness, low-cost or free solutions can also deliver extraordinary results.

In October 2025, Weber Shandwick’s APAC Healthcare Team convened its inaugural Patient Advocacy Academy, a hybrid platform created to advance best practices and foster collaboration among patient advocacy groups across the region. Hosted across our offices in Hong Kong, Shanghai, and Singapore, the Academy brought together PAG representatives for in-person and virtual discussions focused on the evolving role of advocacy in APAC. Sessions explored emerging trends, shared frontline experiences, and highlighted case studies demonstrating effective and impactful advocacy approaches. Participants also examined how evolving media environments and technologies, including AI, are influencing advocacy efforts, underscoring the importance of market-specific insights and locally relevant strategies. The Academy provided a valuable forum for peer exchange, networking, and collective learning. As a cornerstone of our broader patient advocacy efforts: WE STRIVE TO BUILD MOMENTUM AND A MUTUALLY REINFORCING CYCLE OF LEARNING AND PARTNERSHIP. Looking ahead, we plan to expand the Academy to additional APAC markets, including Australia, India, Japan, and South Korea, as we continue building a connected regional community dedicated to improving patient outcomes.

“在活动上⻅到了很多不同方向的朋友，有代表市场需求方的贵司，有平台、有中枢性质的组织、有病友/单病种组织，也有线上科普的公众号的运营者。感觉这个形式非常好，有点类似迷你型的合作交流会一样的场景。首先，可以让相关方互相认识，了解到大家不同的想法，其次，让市场听到大家的声音和诉求以及追求创新的决心与进展。最后，跨境协同沟通的部分，可以让大家了解境外伙伴们的思考与案例分享。在过程中，我们分享了一些案例，感觉是非常不错的一个活动，希望以后继续开展。” “I learned that Weber Shandwick has the ability and resources to help connect and promote patient advocacy issues in APAC.” MR WONG FROM HKASA

“参加本次活动收获颇丰，特别是亚太区患者倡导趋势与一线调研洞察的分享，为患者组织的工作提供了新视角。期待今后有更多交流的机会，聚焦参会组织的共性问题并进行深入探讨。” “I gained a great deal from this event, especially from the sharing on APAC patient advocacy trends and frontline research insights, which brought new perspectives to our work as patient organizations. I look forward to more opportunities for exchange in the future, where we can focus on the common challenges faced by participating organizations and explore them in greater depth.” WU YUN FROM HONGMIAN CHARITY FOUNDATION

“I realized that everyone is eager to progress further in the direction of patient advocacy” “明白到大家都希望向倡導方向發展” KEITH FROM B27

“At the event, I met many friends from different areas – representatives from your company on the market side, platforms, hub-type organizations, patient groups/single-disease organizations, as well as operators of online science-education WeChat public accounts. I thought this format was excellent – almost like a mini partnership and exchange workshop. First, it allows relevant stakeholders to get to know each other and understand everyone’s different perspectives. Second, it enables the market to truly hear your voices, needs, and your determination and progress in pursuing innovation. Finally, the cross-border collaboration and communication segment helped everyone learn about how overseas partners are thinking, along with their case studies. During the session, we also shared some examples, and I felt it was a very valuable event overall. I really hope there will be more activities like this in the future.” THE ILLNESS CHALLENGE FOUNDATION

“非常开心能参加今天的活动！过去我们患者往往缺少这样面对面交流的机会，更多时候是在听别人讲述，而很少真正从我们患者的实际感受和需求出发。今天能和不同的合作方直接沟通，我感到非常可贵。我也特别期待接下来的环节中，能有更多互动和具体的例子分享，让讨论更贴近我们的真实经历。如果未来能有更多患者本人（而不只是患者组织的代表）参与进来，听到更多一线声音，那就更好了。希望以后还能经常有这样的交流机会，让我们能被听⻅、被理解。” “I was thrilled to take part in this event! In the past patients, patients rarely had the opportunity for face-to-face communication or discussions centered on our actual needs. Most of the time, we listened to others speak on our behalf. It was invaluable to engage directly with different partners today, and I hope for more interactive sessions and concrete examples in the future. I also hope to see more patients, not just representatives, involved in these discussions, so more frontline voices can be heard. I look forward to more opportunities like this to be heard and understood.” WANG WEN, A PERSON LIVING WITH FASCIOSCAPULOHUMERAL MUSCULAR DYSTROPHY

We acknowledge and thank the patient advocacy groups who took part in the regional Patient Advocacy Academy sessions. Their participation provided invaluable perspectives that informed parts of this report. B27 Association (B27協進會) The B27 Association, established in 1995, is a non-profit self-help group formed by individuals with ankylosing spondylitis, dedicated to supporting patients and families and raising public awareness of the disease. The Hong Kong Stroke Association (新健社) Established in 1997 by stroke survivors and their families, the Hong Kong Stroke Association is a self-help group supporting stroke patients and promoting public awareness of stroke prevention and care. Hong Kong Ankylosing Spondylitis Association (香港強脊會) Founded in 1994, HKASA is a patient-led non-profit organization focused on enhancing awareness and understanding of ankylosing spondylitis and strengthening communication among patients, healthcare professionals, and the community. Diabetes Singapore The only registered organization in Singapore that fights the War on Diabetes, Diabetes Singapore’s mission is to raise awareness and to provide education, counselling and support to people with diabetes, their families and the community in order to empower them to lead a healthy and productive life. Rare Disorders Society Singapore (RDSS) RDSS is an IPC-status charity whose mission is to improve the lives of patients living with rare diseases, and their families, embracing equity and inclusivity to empower them to live a good quality life.

The Guangzhou Hongmian Cancer and Rare Disease Public Welfare Foundation (广州市红棉肿瘤和罕⻅病公益基金会) Established in 2020, the Foundation focuses on oncology and rare diseases, supporting patients through charitable assistance, health education, academic exchange, and research funding. The organization is dedicated to advancing treatment technologies and promoting social equity

The Illness Challenge Foundation (ICF) (北京病痛挑战公益基金会) Founded on Rare Disease Day in 2016, the Beijing ICF is the first public welfare foundation in Beijing focused on rare diseases. The organization supports patients through medical care, education, employment, and advocacy, while promoting equality and social inclusion for rare disease communities.

WANG Wen Actor, singer, digital nomad Founder & lead of Rare Roaming Creations (罕游漫物工作室) Founding member of the FSHD Youth Road Community (FSHD 青年路社区) Living with facioscapulohumeral muscular dystrophy (FSHD)

Sheng Shang Xian (肾上线) Founded by nephrology specialists from top-tier hospitals and led by medical doctors and an expert team from Peking University, Shen Shang Xian offers comprehensive kidney disease services, including health education, community discussions, online consultations, and full disease-course management via its WeChat platform and app.

The content of this report is the result of collective reflections, research, results, and TWSC’s experience in its advocacy work and do not necessarily reflect the views of any individual organization.

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