Bristol Myers Squibb
Leo Pharma
LEO Pharma is a pharmaceutical company renowned for its expertise in medical dermatology and thrombosis. With over 100 years of experience in innovation and research, LEO Pharma develops innovative treatments to improve the quality of life for patients suffering from dermatological diseases.
CHow can we promote our expertise in medical dermatology to patients on social media?
LEO Pharma at a glance
LEO Pharma is a pharmaceutical company founded in Denmark in 1908.
Established in France since 1958, the subsidiary is the Group’s first.
It is an expert in medical dermatology, particularly psoriasis and atopic dermatitis. The pharmaceutical company also specialises in the field of thrombosis, particularly thrombosis associated with cancer.
LEO Pharma’s ambition is to advance medical dermatology care to help millions of people around the world.
6000
employees
worldwide, including
over 600 in France
92 M
patients helped
across 130 countries
200 M€
in estimated sales
in France in 2021
Issues & Context
Create and run an information and support centre for all patients, their families and healthcare professionals.
Magina was already working for LEO Pharma, mainly on internal communications and print media. When we started discussing social media, we were faced with a key question: how could we consolidate LEO Pharma’s position as an expert in medical dermatology among patients, carers and healthcare professionals?
When this project was launched, LEO Pharma already had a well-established presence on LinkedIn, a preferred channel for interacting with healthcare professionals and partners in the pharmaceutical industry. However, with the growth of social media, it became interesting for LEO Pharma to explore new platforms to reach a wider audience.
The launch of LEO Pharma France’s Instagram account was therefore a strategic step. This social network is ideal for sharing captivating visual content, raising awareness of dermatological issues and connecting with patients, carers and other stakeholders in the healthcare field.
In this context, our challenge was to:
Showcasing LEO Pharma’s expertise in dermatology
on LinkedIn
Establish a dynamic presence
on Instagram
A joint project
LEO Pharma in
two words on Instagram:
positive dermatology!
The implementation of our joint project with LEO Pharma was the result of close collaboration between our communications teams. From the outset, our objective was clear: to create a place where patients could find information and support, respond to their needs, and build a community on LinkedIn and Instagram.
To achieve this, we began with a preliminary phase to define clear and measurable objectives. We identified the opportunities offered by social media to engage and inform patients. Finally, we analysed market trends and user behaviour.
Furthermore, working in the healthcare sector has its own specificities. Indeed, legislation on the pharmaceutical industry is categorical: advertising is prohibited for prescription-only medicines. This means we have to be extra creative when communicating on social media, in accordance with the Group’s legal department.
Once the strategy was defined, we worked closely with the LEO Pharma team to develop a monthly editorial calendar. The aim is to create varied and engaging content, including informative posts, patient testimonials, advice and expert opinions.
The solutions
From the outset of our collaboration, communication between the LEO Pharma and Magina teams has been essential. This collaborative approach has maximised the effectiveness of our efforts and ensured overall consistency in our strategy. Organising a monthly meeting to prepare the editorial calendar has enabled us to achieve our objectives.
GRAPHIC DESIGN AND VIDEO PRODUCTION
- Creation of graphic identities for themes, in accordance with LEO Pharma’s graphic charter
- Production of visual content in various formats for Instagram and LinkedIn posts: fixed posts, carousels, GIFs, Reels and stories
- Video editing: motion design and interviews
SOCIAL MEDIA
- Defining an editorial strategy and communication priorities around dermatological diseases, specifically psoriasis and atypical dermatitis.
- Daily pharmacovigilance.
- Moderation and engagement with the community.
- Active management of social media: Instagram and LinkedIn.
- Working in collaboration with LEO Pharma’s regulatory department.
- Monthly statistical reports and recommendations.
Collaboration with healthcare professionals
- Recommendation of different professions and profiles
- Contact with healthcare professionals and management of collaboration
- Drafting of questions for interviews and communication with the regulatory department
- Creation of a specific graphic charter
- Editing, subtitling and publication of videos
SOCIAL ADS
- Recommendations: objective, target audience, budget, duration, location
- Implementation of social media advertising campaigns: Instagram and LinkedIn
- Definition of a sponsorship schedule
- Analysis, optimisation and adjustment
- Monthly statistical report and recommendations
GAMIFICATION
- In parallel with social media, a mobile app was developed to coincide with the launch of a new treatment for atopic dermatitis. This game is intended for internal use only, for LEO Pharma employees, to engage them and raise awareness of this new product.
- Concept development
- Creation of mock-ups detailing the user interface and main features
- Design of five games related to atopic dermatitis and its treatment
- Implementation of a ranking system for employees based on their scores
- Publication on app stores
The results
+265 %
followers on Instagram
+25 %
followers on LinkedIn
+1 M
people reached through SEA
After implementing the social media strategy, we observed significant results in terms of engagement and visibility for LEO Pharma France.
We saw a notable increase in the number of followers on Instagram and LinkedIn accounts. This growth demonstrates users’ interest in the content shared by LEO Pharma, as well as the effectiveness of our approach in building an engaged and loyal community.
We also maintained a regular and dynamic pace of content publication on social media platforms. As planned in the editorial calendar, we maintained a frequency of at least two posts per week on each platform. This regularity helped maintain subscriber interest and strengthen the laboratory’s presence on social media.
Finally, analysis of the performance of our posts revealed an improvement in the overall engagement rate. This indicator demonstrates the positive impact of our strategy in creating a deeper and more interactive connection with patients, carers and healthcare professionals.
A community of nearly 20,000 followers on Instagram and LinkedIn
ENSM