bristol-myers squibb: making social content meaningful for patients, presented by alison woo
TRANSCRIPT
Bristol-Myers SquibbAlison Woo
Making social content meaningful for patients
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 41New York City10-26-2016
MemberMeeting
41
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Alison Woo, Director, External Social Media
Making Social Content Meaningful for Patients
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Patient-centric trend
(source: Factiva)
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How we work together,win together for patients
The very best company known for:
• transformational medicines
• superior competitive performance
• energizing work experience
• uncompromising ethics
OUR
BMS: Our Vision
AccountabilityInnovationPassion Speed
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What do Patients and Caregivers Want?
• Solving Problems
Specific Objectives:
Connect mainly through doctors
Strong affinity to traditional media
Like to share personal stories
Use Facebook and YouTube
most
Two-thirds visit social media sites
daily
Content at the right time on the
right channel
Overarching Goal: Create compelling content that resonates
Content needs to be focused on:
• Sharing Medical Advances
• Family focused
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Channels
100,000 Fans
350KLI Fans
Almost 800K Views
Overall550,000 followers
100K Tweeps
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We Put Patients at the Center: How?
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WTFP Campaign: 2015-2016 Snapshot
28 total stories by November 2016
2015 2016
8 employee stories
6 patient and employee-patient stories
Increasing awarenessof BMS’ mission
as a Patients First organization
Engaging more employees and external stakeholders
on their terms and platforms
Growing the BMS reputation as a company
with a compassionate human spirit
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Greater number of social channels, all with a more established fan base and content strategy
Social-First content approach, focused on short form emotional storytelling optimized for distribution
Diversified approach to distribution and paid promotion, prioritizing social reach
WTFP Campaign: Highlights
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Disease awareness
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Disease awareness
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• Results: – Increased Share of Voice in all Social Channels
– Improved Patient-centric awareness
• Paid is becoming more important• Important to follow emerging audience
patterns• Continue to evolve content based on user
feedback and comments
Lessons Learned
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Questions?
Learn more about past and upcoming Member Meetingssocialmedia.org/meetings
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 41New York City10-26-2016
MemberMeeting
41