Pfizer

Dialog Leaders

With worker advocates, Pfizer grows social media engagement by 60%

The pharmaceutical large partnered with workers to ship key messages throughout vaccine growth through the pandemic, incomes a win in for Worker Expertise: Worker Engagement in Ragan’s Worker Communications & High Locations to Work Awards.

What higher advocates are you able to ask for than your individual workers? Pharmaceutical agency Pfizer did simply that through the pandemic, asking Pfizer colleagues to guide the dialog on affected person impression, science and innovation. As a substitute for Pfizer’s LinkedIn Elevate platform, it created Dialog Leaders, in partnership with worker app Dynamic Sign, an effort initially targeted on driving expertise acquisition outcomes. Nevertheless, in March 2020, program priorities shortly shifted to align with Pfizer’s strategic priorities supporting vaccine growth and the #ScienceWillWin marketing campaign to amplify Pfizer’s dedication to discovering a protected and efficient vaccine for COVID-19.

Roughly 12,000 workers registered for Dialog Leaders inside the first week, a major improve in participation over Pfizer’s former Elevate program which had lower than 500 ambassadors. The Dialog Leaders program continued to develop, including 450-500 new members month-to-month. Every member was rigorously educated to interact on the subject of vaccines. In keeping with Pfizer:

Newly onboarded colleagues are supported by way of a Assets fast hyperlink, which incorporates FAQs, content material submission pointers, social media frames/banners (for Fb & LinkedIn), in addition to a coaching video. The Members Tutorial video (created by a Pfizer intern) gives a navigational web site walk-thru, how-to suggestions for subscribing to classes, connecting accounts, sharing content material and extra.

Dialog Leaders allows Pfizer colleagues to make use of their genuine voice when sharing content material, and helped outline inside tradition as Pfizer sought to ascertain a popularity as probably the most patient-centric firm in prescription drugs. Sentiment round #PfizerProud grew as workers felt extra related to firm values.

For example, Pfizer’s “Expensive Scientist” content material collection allowed sufferers to share their private illness experiences to drive consciousness and encourage early screening for well being dangers. This in flip prompted colleagues to open up and share private tales with these similar illnesses whereas sharing firm messaging.

The very best performing content material from the Dialog Leaders program included a number of open letters from Pfizer’s CEO Albert Bourla. The highest 5 posts of 2020 all centered on the COVID-19 vaccine growth and “Science will win” marketing campaign, and probably the most shared put up of 2020 was the Nov. 9 letter the place Albert Bourla mentioned Pfizer’s COVID-19 vaccine efficacy outcomes. This put up additionally garnered the best reactions and third highest clicks of all posts in 2020.

Dialog Leaders has elevated Pfizer’s attain on social media by 60% total. Pfizer’s worker ambassadors have helped the corporate attain roughly 2 million extra folks on LinkedIn (a 51% improve over Pfizer’s branded LinkedIn channel). The best share improve in attain has come from Pfizer workers on Fb with an estimated improve in attain of 174% over Pfizer’s branded Fb channel.

Not resting on its laurels, Pfizer launched a member survey referred to as “What Motivates You?” to uncover insights to assist make this system extra accessible. Outcomes confirmed enchancment alternatives, comparable to introducing this system in new rent onboarding, growing personalization (by way of extra focused broadcasting), growing the quantity of content material, sharing the impacts of this system extra broadly and doing extra to acknowledge participation.

The numbers communicate for themselves: With lower than 500 customers, Pfizer’s LinkedIn Elevate program drove an annualized earned media worth of $121,000. With Dialog Leaders, this system drove an estimated $1.5 million in earned media worth by way of over 4,500 members actively sharing in this system’s first yr. Fifty-eight p.c of U.S.-based workers are energetic (vs. govt aim of activating 10%).

Kudos to Pfizer’s Ellen Gerstein, Jennifer Kokell, Yui Pang, Margie Guan. –JG