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| | | | | Developing a Winning Social Media Strategy for a Global Pharmaceutical Company's Leading Products
 Download Knexus Professional Services - Strategy & Planning Case Study Challenge: - A leading global pharmaceutical & healthcare company was looking to evaluate the best options to embrace social media
- Specifically, the Company wanted to use social media for a number of its most important products, to increase market share and reward loyalty
- The Company was looking to take a strategic approach based on a clear understanding of the current market, existing social dynamics and competitive landscape, having previously embraced popular social networking destinations on a tactical basis
Solutions:
- Knexus Professional Services team undertook a key industry & peer group competitor intelligence audit
- The audit included a full analysis of current activities for each company within popular social networking destinations such as Facebook, Twitter & LinkedIn, together with popular blogs and communities for physicians, patients and healthcare professionals
- The quantitative analysis addressed key elements such as the amount of web traffic, level of buzz, volume & types of participation
- The qualitative analysis dealt with attributes such as profile of audience, nature of attitudes and opinions, influencers and customer needs
- The Audit was undertaken using a social media reputation monitoring & reporting tool
- The findings focused on identifying best practices, building understanding of competitor online strategies and determining appropriate opportunities for the Company to start engaging with its customers using social media capabilities
- Using the audit findings, a series of opportunities to engage with customers through social networks and communities were identified, profiled and prioritized
- A roadmap with next steps completed the deliverables
Results:
- The Company has a clear understanding of priority audience segments to focus on with social
- It has a profile of key influencers to target
- The competitor analysis helps the company to ensure that its social activities are relevant and competitive
- The Social strategy included a series of initiatives that have been authorized and are now being implemented to engage key target audiences, increase market share & reward loyalty
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