Alison Woo from Bristol-Myers Squibb presented at the Member Meeting 41 in New York City on making social content meaningful for patients. She discussed how BMS works to understand what patients and caregivers want from social media engagement, such as sharing medical advances and family-focused content. Woo also presented on BMS's WTFP campaign to increase awareness of its mission as a patient-first organization through employee stories on social media and growing its reputation for compassion.

1. Bristol-Myers Squibb
Alison Woo
Making social content meaningful for
patients
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 41
New York City
10-26-2016
Member
Meeting
41

2. 1
Alison Woo, Director, External Social Media
Making Social Content
Meaningful for Patients

3. 2
Patient-centric trend
(source: Factiva)

4. 3
How we work together,
win together for patients
The very best company known for:
• transformational medicines
• superior competitive performance
• energizing work experience
• uncompromising ethics
OUR
BMS: Our Vision
AccountabilityInnovationPassion Speed

5. 4
What do Patients and
Caregivers Want?
• Solving
Problems
Specific Objectives:
Connect mainly
through doctors
Strong affinity to
traditional media
Like to share
personal stories
Use Facebook
and YouTube
most
Two-thirds visit
social media sites
daily
Content at the
right time on the
right channel
Overarching Goal: Create compelling
content that resonates
Content needs to
be focused on:
• Sharing Medical
Advances
• Family focused

6. 5
Channels
100,000
Fans
350K
LI Fans
Almost
800K
Views
Overall
550,000
followers
100K
Tweeps

7. 6
We Put Patients at the Center: How?

8. 7
WTFP Campaign: 2015-2016 Snapshot
28 total stories by
November 2016
2015 2016
8 employee stories
6 patient and
employee-patient
stories
Increasing awareness
of BMS’ mission
as a Patients First
organization
Engaging more employees
and external stakeholders
on their terms
and platforms
Growing the BMS
reputation as a company
with a compassionate
human spirit

9. 8
Greater number of
social channels, all
with a more
established fan
base and content
strategy
Social-First content
approach, focused on short
form emotional storytelling
optimized for distribution
Diversified
approach to
distribution and
paid promotion,
prioritizing social
reach
WTFP Campaign: Highlights

10. 9
Disease awareness

11. 10
Disease awareness

12. 11
• Results:
– Increased Share of Voice in all Social Channels
– Improved Patient-centric awareness
• Paid is becoming more important
• Important to follow emerging audience
patterns
• Continue to evolve content based on user
feedback and comments
Lessons Learned

13. 12
Questions?

14. 13
• Alison Woo, Director, External Social Media Strategy
alison.woo@bms.com
Contacts

15. Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 41
New York City
10-26-2016
Member
Meeting
41