Sanofi US: Sanofi US & The DX: The Diabetes Experience -- presented by Laura Kolodjeski
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In her BlogWell Boston presentation, Sanofi US’ Senior Manager of U.S. Diabetes Patient Centered Unit, Laura Kolodjeski, shares how they developed and operationalized a modern digital content strategy.
Laura explains how they found success with their Diabetes Experience (The DX) social campaign by focusing on putting the patient at the center.
Below is live coverage of this session:
— Laura: For a while, we were banging our heads against the wall and decided that was the best. We are leveraging social to drive our strategy.
— Laura: We are publishing content by the people for the people in our community. We are a company evolving from a focus on the molecule to a more patient-centered approach.
— Laura: The approach we are taking in social is putting the consumer at the center. While many people are saying they are doing this, it’s challenging and there’s no bold, direct line to ROI. Our engagement is grounded in this idea of customers at the center. We started with baby steps in 2010 with Facebook and Twitter.
— Laura: In January, we released Discuss Diabetes, a pharma blog, and later that year we rolled out Data Design Diabetes. The challenge created a larger effect.
— Laura: If we’re going to say the patient is at the center, we need to make sure our social and content reflects that. Within two years, I was interviewed by Fast Company and they touted Sanofi for writing social media rules on Pharma. With these assets, coupled with intelligent sources, we have the ability to really listen to our community and learn what they want. That led to Diabetapedia.
— Laura: Through the listening and observations on how people gather diabetes related info, we saw they were going to 8-10 blogs a day. From there, the Diabetes Experience (The DX) was born. It’s an authentic dialogue for those touched by diabetes.
— Laura: The DX is grounded in life and living your life. It’s an engagement tool not a sales tool. It resides in digital environment that gives people a view into our other offerings. We are bringing them in through content meaningful to their life, and giving them an opportunity to explore other things.
— Laura: Anything we publish has a stringent review process. To curate content from bloggers and resources, took a lot of conversations with internal stakeholders. Content is informed by listening and analyzing what those touched by diabetes want and need to know.
— Laura on finding content ideas: Unmet search needs and unanswered queries are an opportunity to develop content for that topic. The original content has high journalistic standards. It never mentions treatments by a branded term. The editorial team is responsible for vetting content that goes on the DX.
— Laura: Why did we create The DX? To create a community for those with diabetes to engage around life, not diabetes. It takes a lifestyle change to manage the condition appropriately beyond treatments. We’re looking to offer that education and motivation.
— Laura: We wanted to create an authentic dialogue. There isn’t anything we publish that we aren’t proud to publish. It’s critical we earn trust from diabetes online community. The platform helps us learn.
— Laura: The community was built to embody an agile approach that offers a deeper understanding of life with diabetes. We didn’t know a whole lot about the life journey and key milestones.
— Laura: Every day we bring together original and curated content from trusted sources. Some people may not consider bloggers to be trusted sources but through education, we helped our internal stakeholders see why some blogs were valuable. We have smart, welcoming tone and simplify complex medical issues.
— Laura: What type of content? One thing we uncovered is there’s a struggle around life transitions (college, retirement). At that moment we hope they search and find the content we created about that situation.
— Laura: We listen. We have multiple intelligence data, search data, patient advocates, writers, and editors to listen and keep us grounded. What we don’t hear, we ask.
— Laura: We’ve built a community of influencers and authors who want to write for us. We also would listen and pitch ideas to journalists.