技术
- 网络安全和隐私 - 安全合规
- 平台即服务 (PaaS) - 应用开发平台
适用行业
- 医疗保健和医院
- 生命科学
适用功能
- 人力资源
- 销售与市场营销
用例
- 租赁金融自动化
- 时间敏感网络
服务
- 系统集成
关于客户
Blue Earth Diagnostics 是新型 PET 放射性药物开发和商业化领域公认的领导者。该公司于 2014 年在英国成立,是 Bracco Imaging SpA 的子公司,专注于为未满足医疗需求领域的癌症患者提供临床管理信息和指导护理。尽管该公司自 2016 年起就在美国设立了总部,但尚未建立强大的本地营销影响力。 Blue Earth Diagnostics 员工不足 200 名,需要扩大其在美国市场的影响力和知名度,特别是通过社交媒体,同时保持遵守严格的医疗、法律和监管要求。
挑战
Blue Earth Diagnostics 是一家总部位于英国的新型 PET 放射性药物开发和商业化领域的领导者,在扩大其美国业务和整体影响力方面面临着重大挑战。尽管该公司自 2016 年起就在美国设立了总部,但尚未建立强大的本地营销影响力。营销团队认为社交媒体是接触更广泛的美国受众的最便捷、最有效的方式。然而,从头开始制定社交媒体策略面临着两大挑战。首先,该公司用于社交媒体的时间和资源有限。其次,他们需要创建一个合规流程来发布和共享内容,以满足严格的医疗、法律和监管 (MLR) 要求,这是生命科学行业的一个关键因素。
解决方案
为了克服这些挑战,Blue Earth Diagnostics 任命了一位具有社交媒体经验的执行发起人,并组建了一支跨职能的社交媒体团队。该团队包括来自合规、法律、医疗事务和企业沟通的成员,以确保流程经过彻底审查。认识到对外部专业知识的需求,该公司与 Hale Advisors 合作提供数字营销指导,并与 Mint Collective 合作提供监控和审核服务。 Blue Earth 还利用技术合作伙伴 Veeva 和 MarketBeam 进行数字资产管理以及内容审查和批准。该公司为其社交媒体工作制定了标准操作程序(SOP),作为在社交媒体上可以做什么和不可以做什么的基础。他们在 LinkedIn 上发布了无争议的帖子,推出了社交媒体业务,并计划扩展到 Twitter 等其他平台。
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