Hub and Spoke Marketing for Social Good
PhRMA: Saving Lives Through Information
For years, the policy debate over drug importation focused largely on cost and access to prescription medicines from Canada, while ignoring public health risks that outweigh the cost benefits. The challenge was to raise awareness about the dangerous consequences of permitting foreign drug importation, namely the potential for harmful counterfeits to infiltrate the U.S. medicine supply chain on for the Pharmaceutical Research and Manufacturers of America (PhRMA).
Develop a strategy and executed hub-and-spoke digital media campaigns to raise awareness on the dangers of importation to generate and influence conversation on the internet and position PhRMA as the thought leader in the debate. The focus was to connect the dots between medicine safety, the threats posed by easily-accessible, illegal online pharmacies, and the potential calamity that could come with opening the closed, protected U.S. medicine supply to foreign, imported drugs. Working closely with third-party messengers, such as the Partnership for Safe Medicines and the National Association of State Boards of Pharmacy, we leveraged multiple channels, including Facebook and Twitter, Tumblr, StumbleUpon, Flickr, Slideshare, and more to leverage news stories, videos, conversations and other content across every corner of the internet.
Between social chatter, influencer engagement and content curation, outputs of the campaign included the development of two reports focused on the risk of importation policy to children and the chronic disease community. The reports were transformed into Facebook surveys, infographics for bloggers to post on their sites, and tailored messages aimed at engaging a target online audience. The campaign successfully injected information about the dangers of counterfeit medicines and importation into conversations and media coverage.
Executing the hub-and-spoke digital marketing strategy led to raised awareness about the dangerous consequences of permitting foreign drug importation. By leveraging respected third party influencers, implemented a full-scale digital program to leverage news stories, videos, conversations and other content across every corner of the internet. The end result was the successful injection of information about the dangers of counterfeit medicines and importation into conversations and media coverage.