Pharmaceutical company Sanofi US made a decision five years ago to ditch the usual promotional approach lots of companies fall into in social media. It was a decision to make their patients’ interests first — to talk about stuff that mattered to them, not to the pharma company. That’s why they created The DX, a content hub for their patients with diabetes.

How do they know what their diabetes patients want to talk about?

According to their Director of Patient Insights, Laura Kolodjeski, it takes proactive listening and a little creativity. In her presentation at SocialMedia.org’s BlogWell conference in Boston, Laura explains how they use unmet search queries, work with lifestyle bloggers, and just simply ask questions to find the right topics.

In her presentation, Laura also shares:

  • Why they focus on lifestyle, not diabetes, for their content
  • How patient advocates help them decide which topics to skip
  • What going to college, getting married, and retirement have to do with diabetes

See Laura’s full presentation by watching the video below.

Sanofi US: Sanofi US & The DX: The Diabetes Experience — presented by Laura Kolodjeski from SocialMedia.org on Vimeo.

email

Tags: , , , , , , , , ,

Comments are closed.

Featured Downloads

Download: “The Difference Map” by Bernadette Jiwa

We’re big fans of author of The Fortune Cookie Principle and TEDx speaker Bernadette Jiwa, who says that good marketing…

Read More

The first chapter of “The Social Media Side Door” by Ian Greenleigh

Ian reveals the best ways to earn the attention of influential people using social media channels.

Read More

9 Things to Share That Start Conversations

Use the examples in this guide to help inspire ways to make your message more portable and shareable.

Read More

3 Must-Use Word of Mouth Marketing Tools

These tools will help you kick off any word of mouth campaign no matter what topic, industry, or budget.

Read More

The Top Four Tips for Multiplying Your Word of Mouth

These tips can help you get your marketing to do more work without a lot of extra effort.

Read More

10 Ways to Turn Around Negative Word of Mouth

The most effective ways to stop negative WOM with examples from Zappos, FedEx, Dell, and more.

Read More
Get our free weekly newsletter

Join 35,000 brilliant word of mouth marketers by signing up for our free weekly email newsletter filled with actionable word of mouth ideas.

You’ll be blown away by just how good you can be at this.

Never display this again