How a data-driven social content strategy helped transform ViiV Healthcare into a leading voice in the HIV treatment conversation online.
HIV medication specialist, ViiV Healthcare, wanted to better connect with their audiences. They worked with social intelligence specialists, Buzz Radar, to develop a data-driven, audience first strategy that would help them improve communication, increase engagement with both patients, advocates and healthcare professionals , to become a more powerful voice within the online HIV conversation.
The challenge that ViiV and Buzz Radar faced was threefold:
To grow ViiV's online share of voice against their competitors in the HIV treatment space.
To increase engagement with ViiV's target audience and be recognised as a leading authority within the HIV treatment space.
To take a more data-driven approach to understand their audience and ensure they were targeting the right groups of people with the right content at the right time.
To understand the existing situation and know what steps needed to be taken to improve, the team did three things:
State of the Nation audit. Using their social intelligence platform , Buzz Radar analysed ViiV’s audience, social media performance (e.g. share of voice, engagement), their competitors, and the wider HIV conversation online to provide view with a 360 view.
Audience analysis. With their Audience AI technology, Buzz Radar were able to build psychometric profiles of ViiV’s target audience, to better understand what drives them.
Set KPIs. By using the ViiV’s own social data, and competitor performance as a benchmark, Buzz Radar could calculate optimal KPIs to track the performance and growth changes that were introduced.
Following the analysis, Buzz Radar identified two areas to focus on:
Both the wider and day-to-day content strategy: To help ViiV take a more data-driven approach to content planning, Buzz Radar created quarterly reports which provided insights into content and channel performance, and offered recommendations, ideas, strategy and tactics based on the data that help guide future improvement.
The social media strategy for events and congresses: Through its analysis Buzz Radar identified it’s digital events strategy as the most effective way for ViiV to improve it’s overall KPI’s. Buzz Radar then worked with ViiV to create a set of event tools to leverage their presence at industry congresses.
The Results
Through adopting this data driven approach ViiV was able to significantly refine it’s approach towards it’s audience through its content and social media strategy which paid dividends. Within three years, ViiV were - and continue to be - number one compared to their competitors across all KPIs. And, since Q1 2020, they have achieved:
Share of Voice
Content Resonance
Positive Sentiment
How a data-driven social content strategy helped transform ViiV Healthcare into a leading voice in the HIV treatment conversation online.
HIV medication specialist, ViiV Healthcare, wanted to better connect with their audiences. They worked with social intelligence specialists, Buzz Radar, to develop a data-driven, audience first strategy that would help them improve communication, increase engagement with both patients, advocates and healthcare professionals , to become a more powerful voice within the online HIV conversation.
Buzz Radar was founded in 2012 by a veteran team of social intelligence specialists AI and data visualisation engineers. Before starting Buzz Radar, we worked on some of the most piviotal social marketing campaigns and all found we where encountering the same challenge: how to make data accessible, insightful and actionable for everyone Inside an organisation quickly and easily.
To try and solve this, we created Buzz Radar. It delivers valuable insights to the right person at the right moment in ways that they can easily understand and act on. Now, we are helping the world's biggest brands, events and broadcasters gain actionable intelligence from their data.
On the way we’ve won multiple international awards for the work we’ve done and are lucky enough to be considered one of the most innovative new technology companies in Europe.
Connecting with an audience can be difficult and expensive. Yet 96% of B2B marketing decisions rely on educated guesswork. Are you prepared to let gut instinct guide your success—or failure? Buzz Radar replaces risky, instinct-based decisions with data-driven intelligence.
Our next-generation AI analyses billions of conversations on platforms from Tiktok to Twitter, revealing deep insights about your brand and audience. We combine this with human expertise from our leading team of analysts, data scientists, and strategists, transforming data into actionable insight reports, and taking the guesswork out of your toughest marketing decisions.
+52%
Increase in audience size, which equates to 26K more people
+39%
Total Engagements (between Q2 2020 and Q2 2021)
+80%
Absolute positive mentions