Be relevant, be credible, be useful, and create something that people find interesting and compelling enough to share”.
Movement marketing is a great way to empower patients by rallying them around a cause and motivating them to take action. It’s on the rise, partially because the impact of social media makes movements more powerful and broader in reach. But movement marketing is also gaining traction because it benefits everyone involved.
According to an Interpublic Group, Emerging Media Lab Survey from 2010, 92% of consumers said they have a more positive image of a product/company when it supports a cause and 87% of consumers (when price and quality are equal) are more likely to choose a brand associated with a cause.
If you want to learn how to be successful in movement marketing, take a look at rare disease communities. As usual, they are leading the way.
Why Movement Marketing Works So Well in Rare
Movement marketing is a natural for rare disease communities because:
• Patients are already on social media – it may be the only way they can find each other
• They care deeply about the cause – they have to in order to get properly diagnosed and treated
• They want to help others – they know how hard the journey can be and they will do everything they can to help others along the way.
Good Examples of Movement Marketing
The “Raise Your Hand for Rare Diseases” campaign Siren designed with Lundbeck has met its social sharing goal in each of the past three years and raised a $10,000 donation for a National Organization for Rare Disorders (NORD) research grant. The campaign also offers Lundbeck a safe way to engage with patients on social media while elevating the company’s name within that community.
For Hypoparathyroidism Awareness Day, Siren helped a client launch an “Awareness Ambassador” program on HypoparathyroidismAnswers.com which provides tools to help patients learn, share and advocate. This campaign is continuing to engage patients throughout the year.
Guidelines for Success
• Align with the needs of the community. What is it they want to do: raise money for research, increase diagnosis, help educate HCPs and legitimize patient’s concerns?
• Partner with trust agents and, if necessary, be a bridge builder for relevant patient organizations
• Tie into important events in the community or patients’ lives
• Provide tools – real or virtual - that have significance and are easy to share
• Crowd source content – stories, photos, messages, etc.
• Connect to the emotional center – the thing people in the community are passionate about
The key is MicroTargetingSM. As we like to say, “Be relevant, be credible, be useful, and create something that people find interesting and compelling enough to share”.