A biopharmaceutical company manufacturing plasma-derived and recombinant therapeutic products for the treatment of bleeding disorders
Our client needed to increase its share-of-voice (SOV) within increasingly competitive hemophilia environment. In order to do this they needed a comprehensive understanding of how key stakeholders are engaging within the space, with a focus on digital channels, in order to evolve their strategic communications and business plan for their portfolio of products.
Working with our colleagues across Cello Health Communications, Cello Health Insight and Signal, we devised a comprehensive solution to address their challenge. Several work streams were undertaken including:
1. A baseline social media assessment of the haemophilia online conversation including ongoing monitoring utilising Pulsar our propriety social listening platform
2. Real-time tracking of our client’s owned social channels (and that of their competitors)
3. A web audit of owned brand sites (plus the competition)
4. Digital influencer identification alongside traditional KOL mapping
5. Scientific literature review
At the core of our approach was the assessment of our client’s digital presence, looking not just through the lens of organic social mentions across all channels, but also incorporating owned social channel activity and brand sites to ensure a holistic view. Our client’s online presence could then be set against that of the competition to not only understand their current position, but also identify key learnings from the competitors who were adopting often quite different strategies. All of this was then further contextualised by setting our insights against the wider medical communications space to see and understand how scientific content could drive increased presence
Following delivery of detailed reports against each work stream, we facilitated a cross-functional strategic planning workshop (including representation across medical, commercial, insight and competitive intelligence) to highlight where the current product portfolio was vs. the competition and identified a series of opportunities to increase noise across both online and offline channels.
Our recommendations focused on three core areas, namely content strategy, engagement and amplification. Our work provided the client teams with a wealth of actionable insights and direction for next steps, which the medical and marketing teams have since set about implementing, with a number of initiatives already underway
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