listening to client experiences and turning it into a real collaboration
TRANSCRIPT
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INFLUENCERS’ NETWORKMoniek HaanSr Digital Marketing Manager EMEA
This presentation expresses the personal experience and knowledge of the speaker and does not bind Medtronic
Medtronic
Global healthcare solutions company committed to improving the lives of people through medical technologies, services, and solutions.
Need
P2P is source and initial driver to talk about therapy
Limited therapy awareness & misperceptions
“I don’t know, though maybe
Google knows?!”
Caregivers are also impacted
Solution
Identify and collaborate with the diabetes community to
raise awareness of our product and commercial initiatives and to increase
engagement
Medtronic Diabetes Influencers’ Network
Method
Scan for social media key influencers based on search key words
1 2 3
Summarise influencers’ list into yearbook
Review and refine key influencers list
Create Yearbook based on
segmentation criteria
Contact key influencers and
engage
4
Outcomes
128 online key influencers identified*
Known59%
Unknown
41%
Known vs. unknown online key influencers
*5 European countries
Medtronic therapy customers Competitor therapy customers Other therapy customers
Outcomes
4 Face-2-Face meetings
4 Online B2C campaigns
30 Product trial
1 Online Media Toolkit
>1000 Social media posts
1 Facebook Closed group
Outcomes
“I’ve seen the new insulin pump from Medtronic on Facebook and
Instagram and would like to have it also!”
Key Takeaways
Respect local regulations
(Get to) Know your audience
Engage competitor customers
Value peer-2-peer influence
