BlogWell Boston Social Media Case Study: Sanofi US, presented by Laura Kolodjeski

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In her BlogWell Boston presentation, Sanofi US' Senior Manager of U.S. Diabetes Patient Centered Unit, Laura Kolodjeski, shares how they developed and operationalized a modern digital content strategy.

Laura explains how they found success with their Diabetes Experience (The DX) social campaign by focusing on putting the patient at the center.

Published in: Business, Health & Medicine
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BlogWell Boston Social Media Case Study: Sanofi US, presented by Laura Kolodjeski

  1. 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell This presentation is from BlogWell Boston October 22, 2013 socialmedia.org/blogwell Laura Kolodjeski Sanofi US and The DX: The Diabetes Experience
  2. 2. Sanofi US & The DX: The Diabetes Experience Blogwell, October 22, 2013 Laura Kolodjeski, Sr. Community Manager, US Diabetes | 1
  3. 3. Disclaimer: The views expressed in this presentation are those of the presenter and do not necessarily represent those of Sanofi US @Diabetes_Sanofi @lkolodjeski | 2
  4. 4. The Sanofi US Diabetes team has developed and operationalized a modern digital content strategy. Our strategic assets are put to work to cultivate and “own” the customer experience. @Diabetes_Sanofi @lkolodjeski | 3
  5. 5. Our Journey @Diabetes_Sanofi @lkolodjeski | 4
  6. 6. Sanofi is rapidly evolving Treatments Healthcare Solutions brand centered patient centered @Diabetes_Sanofi @lkolodjeski | 5
  7. 7. Our engagement is grounded in this evolution 2010 2011 2012 @Diabetes_Sanofi @lkolodjeski | 6
  8. 8. The DX: What We’ve Created @Diabetes_Sanofi @lkolodjeski | 7
  9. 9. What is The DX? The DX is a hub of conversation and content, a daily destination where people whose lives are touched by diabetes can be informed, inspired, and empowered @Diabetes_Sanofi @lkolodjeski | 8
  10. 10. Why did we create The DX? … to offer a place for the community to engage around life and life with diabetes, not just diabetes • To take advantage of an opportunity to fill known gaps about life and life with diabetes • To create an authentic dialog with those touched by diabetes • To develop a platform that supports continual listening and learning • To embody an agile, iterative approach that affords us a deeper understanding of life with diabetes @Diabetes_Sanofi @lkolodjeski | 9
  11. 11. How? Through a curated conversation… The DX aims to curate and create the most soughtafter content, and community resources, from across the web @Diabetes_Sanofi @lkolodjeski | 10
  12. 12. … focused on life What type of content will you find on The DX? Sample Topics Relationships Lifestyle Newlywed, Midlife Dating, Longtime Relationships, Parents at every stage Mindfulness, Getting better sleep, Weight loss, Sex Life Transitions Moving, Off to College, Growing Up, Retirement Food & Nutrition Diabetes-Friendlier Italian/Sushi/Asian, Game day favorites, Gluten-Free, Sugar A-Z Fitness Yoga, Dancing, Beginner’s fitness, Strength D-Celebrities & Cultural Commentary Ben Vereen, Chaka Kahn, Kurt Andersen Dear Diabetes Why does insulin smell like Band-Aids? Is diabetes different for women? @Diabetes_Sanofi @lkolodjeski | 11
  13. 13. To publish based on insights, we listen… Search data tells us what people want to know about Patient advocates keep us close to the pulse of the community Our writers and editors have deep expertise and are up-todate on the most popular (or needed) topics Online communities help us keep an ear to the ground regarding what patients, caregivers, and healthcare providers care about @Diabetes_Sanofi @lkolodjeski | 12
  14. 14. … and we ask Original content is authored by highly-regarded thinkers and writers in the community Prominent Bloggers Moira McCarthy Registered Dieticians Hope Warshaw MMSc, RD, CDE despitediabetes.com author of Diabetes Meal Planning Made Easy Carolyn Ketchum Jill Weisenberger MS, RD, CDE All Day I Dream About Food Journalists Michele Stanten author of Diabetes Weight Loss Week by Week Tami A. Ross RD, LD, CDE president, American Association of Diabetes Educators certified fitness instructor and author Catherine Price The New York Times, Slate, Popular Science, and O Magazine @Diabetes_Sanofi @lkolodjeski | 13
  15. 15. What We Have Learned @Diabetes_Sanofi @lkolodjeski | 14
  16. 16. What did we learn? Listen to the community Don’t be afraid to push into new territory Build thoughtfully Be authentic Be creative and keep iterating @Diabetes_Sanofi @lkolodjeski | 15
  17. 17. Thank You! Laura Y. Kolodjeski laura.kolodjeski@sanofi.com @lkolodjeski Sanofi US Diabetes www.TheDX.com www.facebook.com/SanofiUSDiabetes @Diabetes_Sanofi @Diabetes_Sanofi @lkolodjeski | 16
  18. 18. SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 Learn more about past and upcoming BlogWells socialmedia.org/blogwell This presentation is from BlogWell Boston October 22, 2013 socialmedia.org/blogwell socialmedia.org/blogwell

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