Case Studies

Harnessing the power of
online social influence

Client

  • Head of strategic innovation at mid-tier pharmaceutical company

Challenge

  • As part of a wider digital transformation program, the client sought to better understand how to integrate digital opinion leaders as part a brand strategy
  • Client sought a repeatable process for influencer identification and activation that could be applied across portfolios globally

Solution

  • Developed a three step process consisting of mapping a community of interest, selecting, prioritizing community personae, identifying and profiling influencers
  • Formulated a process for engaging influencers which focused on pursuing shared DOL and brand objectives
  • Applied the process to the Multiple Sclerosis disease area to patient and HCP opinion leaders in the US and seven EU markets
  • Led opinion leader workshops to craft an engagement strategy
  • Developed implementation guidelines and governance for applying process

Results

  • Delivered repeatable process which is integrated into clients processes
  • Embedded digital opinion leaders into patient awareness and medical education activities
  • Digital Opinion Leaders
  • Social Influence
  • Social Analytics
  • Global Marketing

Behind the scenes

This project required expertise in social analytics and knowledge of advanced Social media strategies.


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