smarter marketing: inspiring customers€¦ · represented in this presentation reflect those of...

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.

[email protected]

@gcohen85All images used in this presentation are the

property of the original copyright holders.

mailto:[email protected]

@gcohen85 #efpphilly

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Slacktivism noun

actions performed via the Internet in support of a political or social cause but regarded as requiring

little time or involvement

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oh

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The process to go from approval to patient is not

always easy, and not always fast

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FDA Physicians Patient

DEA

Historically no regulation on

scheduling process timetable

Delays mean patients lack

access to APPROVED new

meds


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Bill is Introduced

House Vote

Senate Vote

Sent to President

for Approval

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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


Tapped the 300k+ patients, caregivers, and healthcare

professionals in UCB’s owned social communities

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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

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• Communicate

Visually

• Pique interest

through intro

content

• Serialize content


Use social targeting to get users from key states to

reach influential Senators

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Learn from slacktivist programs – keep it simple!

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Patients responded with over 300 personal letters

written directly to Senators

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Bill is Introduced

House Approves

Senate Approves

President Signs Into

Law

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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

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Thank you!Questions?

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