Upload
others
View
1
Download
0
Embed Size (px)
Citation preview
Smarter Marketing: Inspiring Customers
May 2, 2016
Greg Cohen, Associate Director
of Global Strategic Marketing
@gcohen85 #efpphilly© 2015 UCB, Inc
The thoughts and opinions
represented in this presentation
reflect those of the presenter,
Greg Cohen, and not UCB.
Greg Cohen
Global Multichannel Engagement Lead
UCB, Inc.
@gcohen85All images used in this presentation are the
property of the original copyright holders.
@gcohen85 #efpphilly
3
@gcohen85 #efpphilly
4
@gcohen85 #efpphilly
Slacktivism noun
actions performed via the Internet in support of a political or social cause but regarded as requiring
little time or involvement
5
@gcohen85 #efpphilly
oh
6
@gcohen85 #efpphilly
7
@gcohen85 #efpphilly
8
@gcohen85 #efpphilly
The process to go from approval to patient is not
always easy, and not always fast
9
FDA Physicians Patient
DEA
Historically no regulation on
scheduling process timetable
Delays mean patients lack
access to APPROVED new
meds
@gcohen85 #efpphilly
10
@gcohen85 #efpphilly
Bill is Introduced
House Vote
Senate Vote
Sent to President
for Approval
11
@gcohen85 #efpphilly
12
Objective: Inspire users to change the hearts and minds of their Senators
Audience: Patients and caregivers in UCB’s owned social media properties
Insight: Users want to affect social and legislative change yet have no idea how to actually reach those ‘in charge’
Strategy: Educate patients that letters written directly to Senators can have real impact over general online sharing
@gcohen85 #efpphilly
Tapped the 300k+ patients, caregivers, and healthcare
professionals in UCB’s owned social communities
13
@gcohen85 #efpphilly
Host introductory meeting to fully understand different viewpoints on key topics
Integrate feedback prior to MLR review
Involve key regulatory contacts throughout creative process outside of traditional cycles (if possible) to optimize review time
Engage internal teams early to head off sensitive issues
14
@gcohen85 #efpphilly
15
@gcohen85 #efpphilly
16
• Communicate
Visually
• Pique interest
through intro
content
• Serialize content
@gcohen85 #efpphilly
Use social targeting to get users from key states to
reach influential Senators
17
@gcohen85 #efpphilly
Learn from slacktivist programs – keep it simple!
18
@gcohen85 #efpphilly
Patients responded with over 300 personal letters
written directly to Senators
19
@gcohen85 #efpphilly
Bill is Introduced
House Approves
Senate Approves
President Signs Into
Law
20
@gcohen85 #efpphilly
Engage key MLRC contacts throughout creative development process
Develop more personalized / localized / geo-targeted content
Encourage social sharing of stories alongside personal story submission to drive social engagement and entice new submissions
Top 3 Things I’d Do Differently
21
Thank you!Questions?
22