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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