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Chu et al. J Transl Genet Genom 2023;7:66-78 https://dx.doi.org/10.20517/jtgg.2023.01 Page 54

Chu et al. J Transl Genet Genom 2023;7:66-78 Journal of Translational
DOI: 10.20517/jtgg.2023.01
Genetics and Genomics

Original Article Open Access

Marketing and publicity strategies for launching the
pilot phase of the Hong Kong Genome Project

Annie T. W. Chu, Claudia C. Y. Chung, Hong Kong Genome Project, Su-Vui Lo, Brian H. Y. Chung

Hong Kong Genome Institute, Hong Kong Science Park, Hong Kong, China.
Correspondence to: Dr. Su-Vui Lo, Hong Kong Genome Institute, 2/F, Building 20E, Hong Kong Science Park, Hong Kong, China.
E-mail: losv@genomics.org.hk; Dr. Brian H. Y. Chung, Hong Kong Genome Institute, 2/F, Building 20E, Hong Kong Science Park,
Hong Kong, China. E-mail: bhychung@genomics.org.hk
How to cite this article: Chu ATW, Chung CCY, Hong Kong Genome Project, Lo SV, Chung BHY. Marketing and publicity
strategies for launching the pilot phase of the Hong Kong Genome Project. J Transl Genet Genom 2023;7:66-78.
https://dx.doi.org/10.20517/jtgg.2023.01
Received: 19 Jan 2023 First Decision: 2 Mar 2023 Revised: 12 Mar 2023 Accepted: 16 Mar 2023 Published: 22 Mar 2023

Academic Editor: Sanjay Gupta Copy Editor: Fangling Lan Production Editor: Fangling Lan

Abstract
Aim: Public trust and confidence determine the acceptance of any population-based genome project. The Hong
Kong Genome Institute (HKGI) was established in May 2020 by the Food and Health Bureau (Currently the Health
Bureau) to spearhead the integration of genomic medicine into mainstream healthcare. One of HKGI’s goals is to
enhance public genomic literacy and engagement by launching the Hong Kong Genome Project (HKGP).

Methods: Three focus groups (undiagnosed and rare disease patients and their families, hereditary cancer patients
and their families, and clinical geneticists and other medical subspecialists) involving 20 patients, family members,
and healthcare professionals were completed in mid-2021 by an independent party. The aim was to harness
insights into stakeholders’ views, concerns, and aspirations on issues related to genomic studies and the HKGP: (1)
the decision to undergo genetic testing; (2) concerns; (3) campaign format; and (4) other strategic suggestions for
the Pilot Phase. These issues are complex and multifactorial and have not been documented in Chinese
populations. The qualitative approach facilitates such exploration.

Results: Four themes emerged from the thematic analysis: (1) decisional considerations of undertaking genetic
testing: perceived benefits and motivators; (2) concerns and worries: personal, familial, and societal concerns; (3) a
quest for a patient-oriented, transparent, and decommercialized whole-genome sequencing campaign; and (4)
communicating genomics efficaciously: the importance of informational support and literacy enhancement.

© The Author(s) 2023. Open Access This article is licensed under a Creative Commons Attribution 4.0
International License (https://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, sharing,
adaptation, distribution and reproduction in any medium or format, for any purpose, even commercially, as
long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and
indicate if changes were made.

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