Roche Diagnostics hits all the right notes with diabetes-focused social media campaign

Roche Diagnostics’ Accu-Chek blood testing device was the focus of a multichannel social media presence titled, “Win the Day,” aimed at diabetics who don’t want their condition to define them. Its efforts were so successful that Roche and its creative partner, RXM, have won first place in the “Social Media Campaign” category of PR Daily’s 2017 Media Relations Awards.

Roche wanted to ramp up its newly developed social media channels to connect with patients and ultimately drive product sales. That goal led to a nose-to-the-grindstone approach that included a comprehensive social media playbook outlining channel fundamentals, community management approach, content strategy, paid promotion and creative guidelines. 

RXM worked with Roche to develop 25-30 content items each month, including images, GIFs and videos for Facebook and Twitter. Within two months, both channels showed significant increases in engagement. The team also partnered with BuzzFeed to create two recipe videos that included an Accu-Chek promotion. The videos were viewed 18 million times, garnering 142,000 likes and 90,000 shares, and drove high levels of traffic to the promotion website. 

Other social media content drove 6,000 additional leads to the promotion page. In the first quarter of the campaign, the base of engaged users grew 77 percent. The campaign also grew impressions 411 percent over the same quarter a year earlier. 

For a social media effort strong on fundamentals that produced impressive results, congrats to Roche Diagnostics and RXM