Technology Category
- Cybersecurity & Privacy - Security Compliance
- Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries
- Healthcare & Hospitals
- Life Sciences
Applicable Functions
- Human Resources
- Sales & Marketing
Use Cases
- Leasing Finance Automation
- Time Sensitive Networking
Services
- System Integration
About The Customer
Blue Earth Diagnostics is a recognized leader in the development and commercialization of novel PET radiopharmaceuticals. Founded in the UK in 2014, the company is a subsidiary of Bracco Imaging S.p.A. and focuses on informing clinical management and guiding care for cancer patients in areas of unmet medical need. Despite having a U.S. headquarters since 2016, the company had not yet established a strong local marketing presence. With fewer than 200 employees, Blue Earth Diagnostics needed to expand its reach and visibility in the U.S. market, particularly through social media, while maintaining compliance with rigorous medical, legal, and regulatory requirements.
The Challenge
Blue Earth Diagnostics, a UK-based leader in the development and commercialization of novel PET radiopharmaceuticals, faced a significant challenge in expanding its U.S. presence and overall reach. Despite having a U.S. headquarters since 2016, the company had not yet established a strong local marketing presence. The marketing team identified social media as the most expedient and effective way to reach a broader U.S. audience. However, building a social media strategy from scratch presented two major challenges. Firstly, the company had limited time and resources to dedicate to social media. Secondly, they needed to create a compliant process for posting and sharing content that would meet rigorous medical, legal, and regulatory (MLR) requirements, a critical factor in the life sciences industry.
The Solution
To overcome these challenges, Blue Earth Diagnostics appointed an executive sponsor with prior social media experience and formed a cross-functional social media team. This team included members from compliance, legal, medical affairs, and corporate communications to ensure a thoroughly vetted process. Recognizing the need for external expertise, the company partnered with Hale Advisors for digital marketing guidance and Mint Collective for monitoring and moderation services. Blue Earth also leveraged technology partners Veeva and MarketBeam for digital asset management and content review and approval. The company developed a standard operating procedure (SOP) for its social media work, which served as the foundation for what can and can't be done on social media. They launched their social media presence with non-controversial posts on LinkedIn, with plans to expand to other platforms like Twitter.
Operational Impact
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