Bristol-Myers Squibb Alison Woo Making social content meaningful for patients Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 41 New York City 10-26-2016 Member Meeting 41
Bristol-Myers Squibb: Making social content meaningful for patients, presented by Alison Woo
Jan 07, 2017
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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
1
Alison Woo, Director, External Social Media
Making Social Content Meaningful for Patients
2
Patient-centric trend
(source: Factiva)
3
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
4
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
5
Channels
100,000 Fans
350KLI Fans
Almost 800K Views
Overall550,000 followers
100K Tweeps
6
We Put Patients at the Center: How?
7
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
8
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
9
Disease awareness
10
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
12
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
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