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


About the Author:

As Managing Director of Innovation for Syneos Health Communications, Leigh is responsible for shaping the company’s perspective on the next era of healthcare marketing. Through thought leadership, strategic innovation workshops and new products and capabilities, Leigh focuses on identifying marketing approaches that will fuel that new era and generate significant growth for clients. Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for over 17 years. She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she had several leadership roles at one of our agencies, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business. Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes. A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.