Philadelphia, PA — Doug Weinbrenner, Senior Director of Social Media at inTouch Solutions and Rebeca Bechily, Group Marketing Manager at Baxalta, teamed up to share why they took their hemophilia program to instagram.
Hemophilia patients have been patients as long as they’ve been people. They’re diagnosed very young. In many ways, it’s just how they’ve alway lived.
Baxalta wanted to find a compelling way to connect with them, in a place they were already spending time. As Weinbrenner explained, they wanted to put the budget behind behaviors – not channels.
Instagram had a unique appeal because it captures the immediacy of the moment. It’s not only where their customers are spending time, it’s where they’re sharing their lives:
- 63% of instagrammers use the network to document their lives
- 56% say the platform makes them feel more connected to people they know
- 52% said it gives them a sense of community
Baxalta created the Bleeding Conditions Community Mosaic instagram channel to share their own lives and commitments with their customers. They have a strategic posting schedule and share images that demonstrate their involvement in the community, quotes that inspire their work, and live events.
The follower community is still small (162 people), but their engagement levels are high:
- Total engagement: 39,562
- Engagement as percent of followers: 302.1%
- Comments per photo: 4.6