Bristol-Myers Squibb: Making Social Content Meaningful for Patients — Live from Member Meeting 41

Coverage of this session by Eli Benitez of Connect with him by following him on Twitter.

2:15  —'s Stephani Williams introduces Bristol-Myers Squibb's Corporate Digital and Social Media Strategy Lead, Alison Woo, and VP and Head of R&D and Commercial Communications, Danielle Halstrom.

2:17 — Alison: This is something we can all use: Patient-centric patient efforts. You have to think about these as people with different healthcare conditions. We refined some of ourselves and people who that support them going through these efforts.

2:19 — Alison: What do the patients and the caregivers want? From our research we understood they wanted:

  1. Interaction
  2. Media

The content we created had to:

  1. Solve problems
  2. We wanted to make sure the content was available to them
  3. We wanted to makes sure that it was reaching families

2:20 — With YouTube and Facebook, we started with 1,500 on our channels. It's taken a lot of time.

2:22 — Alison: What we wanted for 2017 was to produce great content. Overall, we have 550,000 followers. We wanted to be a place where all people will be looking.

2:23 — We put the patents at the center: How?

  1. Simple ways they could understand
  2. We wanted to demonstrate we are patient-focused company
  3. On the internal side, we wanted to motivate them
  4. We had a website for people who were looking for clinical trials

2:25 — Campaign 2015-2016. This year, we relaunched the WTFP campaign. We wanted to optimize the content for social. The uptick has been great because our social-first content resonated and had quite a bit of sharing — mostly because the good stories.

2:28 — Alison: Other types of content: Think about the people and the platform you want to use. We started to position content on our corporate page.

2:30 — Alison: A couple of weeks ago, we talked about going broader on our medicines and trials — sharing signs and symptoms on the corporate page. We provided that forum in a safe way. We had some challenges about sharing information — we wanted them to share their own stories and not their friends' stories.

2:33 — Lessons Learned:


  1. Increased share of voice in all social channels.
  2. Improved patient-centric awareness


Q: Did you have any research coming from social listening?

A: Alison: Yes, we looked at social trends.

Q: How did you solicit your testimonials?

A: Alison: We had an internal campaign. People wanted to share their stories, and we got 800 submissions.

Q: Is patient awareness public or internal?

A: It's public. But we did hide comments from those posts.

Q: What is the timeframe and review process based on user feedback?

A: You can optimize ads and use your media agencies if you're looking at organic content.

Q: How are you resourcing in your content creation? What is the road map to support the higher resource?

A: Content can be a giant hole with no bottom. You have to make the content work smarter for you and make and use the content at the right time and not waste a lot of money.

Q: What was your balance between paid and organic efforts and cadence?

A: We curate and create. We work with our media buyers to optimize. In terms of what we create, we have to have organic traction and learn patterns. We're getting smart about when and where we post.