Excellence in Social Media Strategy

Summary of work

COPD is one of the great health challenges of our time. Many COPD patients become unable to leave the house due to breathlessness and are disconnected from families and friends. Novartis recognised the importance of reigniting human connections between people with COPD to improving health outcomes. The ‘COPD Life is Calling’ programme works to motivate people living with COPD to take small steps towards behaviour change, to improve their life with COPD. Health Unlimited created a ‘test and learn’ environment where community responses shape our content creation.

Based on market and search insights we selected two social media channels that met our audience’s needs:

• Facebook: Platform where our audience is most active
• YouTube: Video content is key for us to bring human stories to our audience.

Each month we consider the bigger picture, to ensure our content is varied including: inspiring stories, practical tips, activities to reconnect with family and acknowledges social milestones (eg, Thanksgiving). We review the engagement with each post to allow us to adapt ongoing content to better meet the needs of our community. Our success is demonstrated by positive responses from our community who have told us the content we share is ‘very inspiring’ and ‘helpful’.

Judges' comments

This was a really well thought out marketing campaign that made good use of segmentation and had a solid content programme behind it. We liked the way it drove users towards an end reaction and were impressed by the insights gathered and the user journey they powered.