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.
BlogWell Boston Social Media Case Study: Sanofi US, presented by Laura Kolodjeski
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. Sanofi US & The DX: The Diabetes
Experience
Blogwell, October 22, 2013
Laura Kolodjeski, Sr. Community Manager, US Diabetes
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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
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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
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7. Our engagement is grounded in this evolution
2010
2011
2012
@Diabetes_Sanofi
@lkolodjeski
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8. The DX: What We’ve Created
@Diabetes_Sanofi
@lkolodjeski
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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
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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
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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
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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
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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
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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
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15. What We Have Learned
@Diabetes_Sanofi
@lkolodjeski
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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
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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. 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