Objectives

• Develop a social media platform to engage with influential members of the Diabetes Online Community (DOC)
• Drive traffic to the company’s website to help generate more customers
• Support the launch of the next generation product

 Program           

• Created unique microsite blog with content written by guest bloggers, highlighting inspiring stories of life with diabetes
• Built relationships with high-profile product users to develop content that subtly communicates the benefits of the product
• Developed a diverse content calendar, featuring key messages and bloggers that effectively targets specific customer archetypes and appeals to diverse audiences
• Established microsite as a resource for all people living with diabetes by collaborating with other influential people with diabetes/non-customers to post general content about freedom with diabetes, underscoring the product’s brand promise

Results

• Increased new patient leads while allowing for reduced advertising spend
• Established company in the social media space by building a connection of influential DOC ambassadors
• Published weekly content from some of the most influential members of the diabetes community
• Introduced prospective pumpers to a highly visible group of ambassadors who influence pump adoption
• Nominated as a finalist by PR News for Advocacy and Content Marketing