What Nitro thinks ofTHE DIABETES EXPERIENCE (DX)BY
OVERVIEW
http://diabetes.sanofi.us/                             is              US’s brand new                  curated site for th...
Having a voice and being seen to be an expert is                   important.The conversation          is diverse, spannin...
WHAT IS CONTENT CURATION?
Definition  “the act of finding, grouping, organizing or sharing the   best and most relevant content on a specific issue....
The everyman hero           The content curator sorts the signal from the           noise for normal people who are intere...
WHAT WE LIKE
Big step for big pharma         Bringing in third party content is scary         for big pharma.         Some sites, parti...
Melding KOL and curated contentThe site melds together Key OpinionLeader (KOL) and curated content.This is important and s...
The editorsSanofi have assembled a credible team of diabetes KOLs for their website. Catherine Price: type 1 diabetic     ...
Front page design  Scrolling top articles box                   The front page takes a lead from the ultra successful Pint...
Article page design   In January Google improved their search algorithm to include visual analysis.   Sites that keep thei...
Structure The site sits within the sanofi.us domain and adopts a subdomain structure. Subdomains are favoured by Google. D...
Avoids common design mistakesNo immediately SEO unfriendly design decisions have been made.                               ...
THINGS THAT COULD IMPROVE
Accessibility           The site has no RSS feed.           This is important for that people can subscribe to site       ...
Article Availability                 Archiving blog    Navigating the blog                                                ...
Added value       The DX could be doing more to enhance the               content it posts on the site.                   ...
Internal link structure       The site has many pages, but very few of them can be                          navigated to. ...
Putting the curators in front                          The bottom of articles                          is the only place o...
*not done by us!A master class in attractive user experience with.HARLEY DAVIDSON’S “RIDEBOOK”*
Experience         There are sites outside pharma that            do content curation very well.         While the DX is a...
Harley-Davidson’s “The Ridebook” is     the experience to aim for.
Uncluttered, stylish design
Articles curate theworld, add acommentary andreal value.           High quality pictures                      and videos m...
The total effect is that you want to read the site and build a        relationship with the curators and editors.
CONCLUSION
Potential            Sanofi DX has the potential to be strong.        Not just pharma strong, but as strong as non-       ...
Contact:Dan WinklerBusiness Analyst          telephone                          +44 (0) 20 7148 6825address13/ 14 Archer S...
What Nitro Thinks: The Diabetes Experience by Sanofi US
What Nitro Thinks: The Diabetes Experience by Sanofi US
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What Nitro Thinks: The Diabetes Experience by Sanofi US

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The DX is Sanofi’s new diabetes experience and a pretty major milestone for Pharma.

This does not mean that the site does not have some points that it could improve upon, but on the whole it is a very positive indicator.

It represents a good few things that Sanofi should be proud of.

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What Nitro Thinks: The Diabetes Experience by Sanofi US

  1. 1. What Nitro thinks ofTHE DIABETES EXPERIENCE (DX)BY
  2. 2. OVERVIEW
  3. 3. http://diabetes.sanofi.us/ is US’s brand new curated site for the world of diabetes. It is intended to showcase the b st of the web and highlight Sanofi owned digital diabetes assets. KOL (Key Opinion Leader) blogging and content curation are becoming essential cornerstones of a good Social and search strategy.
  4. 4. Having a voice and being seen to be an expert is important.The conversation is diverse, spanning; diet, health, weight, cardiovascular issues, technology, translational medicine, parenting, education, and even international politics. The DX manages to reflect this with a diverse selection of articles.
  5. 5. WHAT IS CONTENT CURATION?
  6. 6. Definition “the act of finding, grouping, organizing or sharing the best and most relevant content on a specific issue.”* SVP, Global Strategy & Planning *Rohit Bhargava (2009) SVP, Global Strategy & Planning, Ogilvy. Professor of Global Marketing at Georgetown University.
  7. 7. The everyman hero The content curator sorts the signal from the noise for normal people who are interested in a subject. The content curator is the hero next door. They appear as people (or companies) with a passion for their subject. The activity is now almost mandatory for bloggers to maintain presence.
  8. 8. WHAT WE LIKE
  9. 9. Big step for big pharma Bringing in third party content is scary for big pharma. Some sites, particularly in the US, have selective feeds from external sources but showcase and commentary is not very common. As a sign of things to come, this is promising and exciting.
  10. 10. Melding KOL and curated contentThe site melds together Key OpinionLeader (KOL) and curated content.This is important and should form thecornerstone of any pharma company’smarketing strategy.Not only is the original content good forSEO (Search Engine Optimisation), but theuse of KOLs adds a social dimension.People involved in the area are more liketo pick this up than a generic blog withoutany informed opinion leaders.
  11. 11. The editorsSanofi have assembled a credible team of diabetes KOLs for their website. Catherine Price: type 1 diabetic Teresa Dumain: health writer Catherine Price is a freelance journalist and Teresa Dumain is a New York-based type 1 diabetic who has written for The health writer. Her work has appeared in New York Times, Slate, Popular Prevention, Every Day with Rachael Ray, Science, and O Magazine, among others. Reader’s Digest and EverydayHealth.com. She blogs about diabetes at asweetlife.org. Catherine is currently working on a book about the history and science of vitamins, to be published by the Penguin Press. Jill Weisenberger : diabetes educator Amy Stockwell Mercer: type 1 diabetic Jill Weisenberger, MS, RD, CDE is the Amy Stockwell Mercer is a freelance author of Diabetes Weight Loss Week by writer with type 1 diabetes living in Week, contributing editor for Charleston, SC. She blogs at re-Defining Environmental Nutrition and has written Diabetes and her work can be found in a for many publications including EatingWell, variety of publications including Diabetic Living, Her Sports + Fitness, and Charleston Magazine, The City Paper, LifeScript. Diabetes Health, and Literary Mama.
  12. 12. Front page design Scrolling top articles box The front page takes a lead from the ultra successful Pinterest The user is guided to explore Sanofi’s world of curated content.
  13. 13. Article page design In January Google improved their search algorithm to include visual analysis. Sites that keep their content above the fold (on screen) rank higher than those that make the user scroll through ads. While this site has a toolbar that displaces content, text is maintained at a level above the fold. Site toolbar Centred layout for different browser Content window sizes. The fold (for most laptops)
  14. 14. Structure The site sits within the sanofi.us domain and adopts a subdomain structure. Subdomains are favoured by Google. Domains pass on all of their rank to the subdomain where sub folders are only able to receive a limited amount. http://diabetes.sanofi.us/ GO > http://sanofi.us/diabetes NO X http://sanofidiabetes.us/ NO X
  15. 15. Avoids common design mistakesNo immediately SEO unfriendly design decisions have been made. So most content is The site uses And no frames. spiderable and search no flash. engine friendly.
  16. 16. THINGS THAT COULD IMPROVE
  17. 17. Accessibility The site has no RSS feed. This is important for that people can subscribe to site updates. Social sharing is enabled, despite the fact that the site has its own personality, it has no real voice or twitter account separate to the general diabetes one. The site has no mobile version. This would cause accessibility problems should Sanofi run a mobile advertising or email campaign. Probably known items.
  18. 18. Article Availability Archiving blog Navigating the blog Archive Very few articles are made immediately sections allow available on the site. people to browse further No navigation, in the form of an archive in to the KOL and best of section, is immediately available to the user. web content contained on This could make the site seem incomplete and the site. limited.
  19. 19. Added value The DX could be doing more to enhance the content it posts on the site. Typically this is the difference between good and great pieces of content curation.
  20. 20. Internal link structure The site has many pages, but very few of them can be navigated to. Internal links mostly occur in the footer. Google prefers meaningful links in the main text of blog posts and values these more highly.
  21. 21. Putting the curators in front The bottom of articles is the only place on the site where Sanofi showcases it’s curators and editors.
  22. 22. *not done by us!A master class in attractive user experience with.HARLEY DAVIDSON’S “RIDEBOOK”*
  23. 23. Experience There are sites outside pharma that do content curation very well. While the DX is attractive, has great KOLs and is a big step for pharma, there are other sites that it could take pointers from.
  24. 24. Harley-Davidson’s “The Ridebook” is the experience to aim for.
  25. 25. Uncluttered, stylish design
  26. 26. Articles curate theworld, add acommentary andreal value. High quality pictures and videos make the article readable (no stock shots of people smiling).Content is on thesite, not anywhereelse.
  27. 27. The total effect is that you want to read the site and build a relationship with the curators and editors.
  28. 28. CONCLUSION
  29. 29. Potential Sanofi DX has the potential to be strong. Not just pharma strong, but as strong as non- pharma sites in the general health category. However, it needs to concentrate on creating a compelling user experience and really clarify the message that it has KOLs and is bringing the best of the web to its user. If Sanofi really concentrate of personality then this site could be a winner. Social media will be important in forming an authentic voice and a little more attention to finer details and the quality of content available.
  30. 30. Contact:Dan WinklerBusiness Analyst telephone +44 (0) 20 7148 6825address13/ 14 Archer Street, mobileLondon, W1D 7BD +44 (0) 7912 275 066website emailwww.nitro-digital.co.uk daniel@nitro-digital.co.ukTHANK YOU FOR YOUR KINDATTENTION

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