Novo Nordisk
Diabetes Conversation Audit
Novo Nordisk has long been a leader in the treatment and control of diabetes.
As they explored how to sustain that commitment and leadership in the new communications landscape, they recognized the opportunity to learn from patients, KOLs and other stakeholders by listening to the online conversation about some of their products and diabetes in particular.
Situation
The online conversation about diabetes and the various approaches to treatment and control is massive. Novo Nordisk sought to learn more about how their products are perceived and what opportunities there might be to communicate more effectively with their key audiences, with a priority on health care providers.
Approach
- Developed a comprehensive taxonomy to facilitate effective listening
- Deployed a mixture publicly available and proprietary tools to gather conversation from blogs, forums, twitter, and other online communities and websites
- Review the information to discover key topics, tone, and sentiment and to identify key influencers
- Prepare a comprehensive report detailing our findings and insights
- Develop and present strategic recommendations for acting on those findings
Results
- Delivered a comprehensive report with key insights and findings
- Developed strategic and tactical recommendations identifying how Novo Nordisk could engage key audiences through social media, with special emphasis on health care providers
- Our findings and recommendations helped shape Novo Nordisk’s communications strategy around one of its brands
