Cultivating influencer partnerships for enhanced patient engagement
The Challenge
Awareness of Ferring within reproductive health was limited across global commercial priority markets, despite a heritage of 20 years of helping to build families.
Ferring wanted to increase engagement with and support for fertility patients across the globe but had little first-hand knowledge of the fertility journey and no relationships with notable influencers.
Key Insights
- Varying fertility protocols, funding, and social acceptance across markets raised the importance of understanding the subtle and more overt variances and commonalities that impact what information and support the trying-to-conceive (TTC) community would value.
- Stories must reflect the diversity of people who experience fertility issues and the range of challenges they face.
Our Solution
Convene a diverse group of online influencers from over 12 international markets for a first-of-its-kind summit. The gathering would serve as a safe space to relay personal experiences of their fertility journeys, motivations for sharing on social media, and opinions on how Ferring could support the broader fertility patient community.
The impact that followed
Summit insights and influencer relationships propelled the co-creation of a multi-award-winning social media campaign
- 15% increase in Ferring followers on Instagram in week of/following Summit
- 25 original posts about the Summit were published by bloggers, with a potential reach of 100,000 people
- #FertilityAwks campaign launched, with the first video becoming a top performing post for Ferring:
716,696 people reached
59,583 people engaged
