BD Diabetes Innovations Facebook Community

THE ASK
  • Increase engagement in the existing “Diabetes Innovations” Facebook community, while ensuring BD’s business goals are being met.
THE APPROACH
  • Develop a social media strategy with a “bulls-eye” approach that surrounds branded and product content with value-added content such as: health news, lifestyle tips, milestone dates and holidays.
  • Engage key influencers from the online community, and get their feedback and insights on the content strategy.
  • Ensure different perspectives are featured (nurses, caregivers, patients, etc.), so the overall page voice can take on a richer, more authentic tone.
  • Focus on visual and engaging executions such as: animations, videos, images, user-generated content, challenges and surveys.
THE RESULTS
  • The community has grown by 31% to over 537,604 members strong!
  • Comparing similar quarters from pre-and post community management takeover, average daily engaged users increased by 60% and average daily reach increased by 122%.
  • Not resting on past successes, the team continues to focus on the key campaign pillars – more relevant content, richer discussions and ultimately more engagement.
Winner of 2016 Communicator Award: Silver – Community Building & Engagement
Winner of 2016 Communicator Award: Silver – Overall Social Presence
Winner of 2015 Pharma Choice Award: Gold – Social Media