I built a strong patient community, increasing page likes over 300% and engagement over 500% in three years of writing, art direction, and management.
Client: Novo Nordisk
Project: Copywriting, management, editorial calendar, art direction, research, interviews, and analytics for patient community Facebook page
Timeline: 3½ years
Dates: June 2012 – February 2016
This is an “unbranded” Facebook page, meaning that although it carries its own brand and the Novo Nordisk brand, it doesn’t name or discuss any specific product that Novo Nordisk manufacturers. The patient community toward which the page is directed is a very small segment of the already small community of those with bleeding disorders, so it’s very important to engage family, friends, and advocates as well as patients.
Our objectives were to build a strong patient community and raise awareness and goodwill on behalf of Novo Nordisk; to inform the audience about the disease state and patient support programs offered; and to increase enrollment in patient support and educational programs. To accomplish these objectives, I developed a strong brand voice and a content strategy that involved welcoming, supporting, and valuing community members. Working within the bounds of the regulatory committee—which included submitting all posts and comments up to three months prior to publication—I developed content from posts to polls to full-blown contests. I covered patient conferences live, posting within a strict set of rules, interviewing and photographing patients.
In addition to all the content strategy and all copywriting, I was responsible for art direction by way of selecting and conceiving concepts for new imagery. I also created detailed monthly, quarterly, and yearly metrics reports, comparing actual page performance to goals in detailed decks.
Through agency Toolhouse.