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’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 on Vimeo.

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