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SocialMedia.orgVideo Case Studies
Laura Kolodjeski
Sanofi US and The DX: The Diabetes Experience
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellBoston
October 22, 2013socialmedia.org/blogwell
| 1
Sanofi US & The DX: The Diabetes
Experience
Blogwell, October 22, 2013
Laura Kolodjeski, Sr. Community Manager, US Diabetes
| 2 @Diabetes_Sanofi
@lkolodjeski
Disclaimer:
The views expressed in this presentation are
those of the presenter and do not necessarily
represent those of Sanofi US
| 3 @Diabetes_Sanofi
@lkolodjeski
The Sanofi US Diabetes team has developed
and operationalized a modern digital content
strategy.
Our strategic assets are put to work to cultivate
and “own” the customer experience.
| 4 @Diabetes_Sanofi
@lkolodjeski
Our Journey
| 5 @Diabetes_Sanofi
@lkolodjeski
Sanofi is rapidly evolving
Treatments brand centered
Healthcare Solutions patient centered
| 6 @Diabetes_Sanofi
@lkolodjeski
Our engagement is grounded in this evolution
2010 2011 2012
| 7 @Diabetes_Sanofi
@lkolodjeski
The DX: What We’ve Created
| 8 @Diabetes_Sanofi
@lkolodjeski
What is The DX?
The DX is a hub of conversation
and content, a daily destination where
people whose lives are touched by
diabetes can be informed, inspired,
and empowered
| 9 @Diabetes_Sanofi
@lkolodjeski
Why did we create The DX?
• To take advantage of an opportunity to fill known gaps about life
and life with diabetes
• To create an authentic dialog with those touched by diabetes
• To develop a platform that supports continual listening and
learning
• To embody an agile, iterative approach that affords us a deeper
understanding of life with diabetes
… to offer a place for the community to engage around
life and life with diabetes, not just diabetes
| 10 @Diabetes_Sanofi
@lkolodjeski
How? Through a curated conversation…
The DX aims to curate and create the most sought-
after content, and community resources, from across
the web
| 11 @Diabetes_Sanofi
@lkolodjeski
… focused on life
What type of content will you find on The DX?
Lifestyle
Mindfulness, Getting better sleep, Weight loss, Sex
Life Transitions
Moving, Off to College, Growing Up, Retirement
Food & Nutrition
Diabetes-Friendlier Italian/Sushi/Asian, Game day favorites, Gluten-Free, Sugar A-Z
Relationships
Newlywed, Midlife Dating, Longtime Relationships, Parents at every stage
Fitness
Yoga, Dancing, Beginner’s fitness, Strength
D-Celebrities & Cultural Commentary Ben Vereen, Chaka Kahn, Kurt Andersen
Dear Diabetes
Why does insulin smell like Band-Aids? Is diabetes different for women?
Sample Topics
| 12 @Diabetes_Sanofi
@lkolodjeski
To publish based on insights, we listen…
Search data tells us what
people want to know about
Our writers and editors have
deep expertise and are up-to-
date on the most popular (or
needed) topics
Online communities help us
keep an ear to the ground
regarding what patients,
caregivers, and healthcare
providers care about
Patient advocates keep us
close to the pulse of the
community
| 13 @Diabetes_Sanofi
@lkolodjeski
… and we ask
Registered Dieticians
Hope Warshaw MMSc, RD, CDE author of Diabetes Meal Planning
Made Easy
Prominent Bloggers
Moira McCarthy despitediabetes.com
Journalists
Michele Stanten certified fitness instructor
and author
Carolyn Ketchum All Day I Dream About Food
Catherine Price The New York Times, Slate, Popular
Science, and O Magazine
Tami A. Ross RD, LD, CDE
president, American Association of
Diabetes Educators
Jill Weisenberger MS, RD, CDE
author of Diabetes Weight Loss
Week by Week
Original content is authored by highly-regarded thinkers
and writers in the community
| 14 @Diabetes_Sanofi
@lkolodjeski
What We Have Learned
| 15 @Diabetes_Sanofi
@lkolodjeski
What did we learn?
Listen to the community
Don’t be afraid to push into new territory
Build thoughtfully
Be authentic
Be creative and keep iterating
| 16 @Diabetes_Sanofi
@lkolodjeski
Thank You!
Laura Y. Kolodjeski
@lkolodjeski
Sanofi US Diabetes
www.TheDX.com
www.facebook.com/SanofiUSDiabetes
@Diabetes_Sanofi
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellBoston
October 22, 2013socialmedia.org/blogwell