Pharma insight on digital marketing, social media, mobile apps, online video, websites and interactive healthcare tools
by Dominic Tyer
Roche has teamed up with Ignite Health to use the agency's Diabetes Nest platform, a Twitter-based social network that will allow it to curate, filter and present relevant, real-time conversations to the diabetes online community.
Roche Diabetes Care, which markets the Accu-Chek range of products and services, will sponsor Diabetes Nest, a site that aggregates, sorts and ranks tweets from a curated list of diabetes experts.
Rob Muller, associate marketing manager for Roche Diabetes Care, said: “We are very proud to support such a great resource that can help people with diabetes stay up to date with their friends on Twitter, or even help them discover more of the diabetes online community there.”
To further extend the reach of the Diabetes Nest, Roche Diabetes has added a widget featuring content from the network to the company's social media community page Accu-Chek Diabetes Link.
Fabio Gratton, chief experience officer at InVentiv Health agency Ignite Health, said: “Few argue that social media has transformed how patients and their caregivers share healthcare information and find support. But the sheer volume of content can be overwhelming.
“So we asked ourselves how we could best help the diabetes community find and engage in the most timely, relevant and important conversations. The result is a simple, intuitive, compelling and ultimately self-sustaining diabetes social media community.”
The Diabetes Nest highlights its top news and content through a weekly newsletter that delivers the top 10 curated tweets of the week to community members.
Kerri Sparling, a Diabetes Nest curator and the author of Six Until Me, one of the first and most widely read diabetes patient blogs, said: "The diabetes community is using social media to help support its diabetes management plan, truly making the most of Twitter's 140 characters.
“The Diabetes Nest highlights many of the most influential voices and topics in the diabetes Twittersphere, helping to raise the collective voice of our community. The Diabetes Nest gives a cumulative snapshot into what real life with diabetes is really like.”
Roche's involvement in the community will build on its annual US blogger outreach programme, now in its fourth year and which last year saw 37 diabetes bloggers and 'online influencers' meet in San Diago.