From outsider to leader

How a data-driven social content strategy helped transform ViiV Healthcare into a leading voice in the HIV treatment conversation online.

Download Full Report

From outsider to leader

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.

Download Full Report
The next generation in Audience and Content Optimisation

The Challenge

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.

Download Full Report
The next generation in Audience and Content Optimisation

Tackling the Problem

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.

Download Full Report
The next generation in Audience and Content Optimisation

The Solution

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 next generation in Audience and Content Optimisation

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:

0%
Share of Voice
0%
Content Resonance
0%
Positive Sentiment

Who are Viiv Healthcare?

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 next generation in Audience and Content Optimisation

Who are Buzz Radar?

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 next generation in Audience and Content Optimisation

Ultimately, the work Buzz Radar has done with ViiV has helped to shape the way the team works, getting them to approach the content strategy in a more data-driven way. The partnership between the two teams worked so well in increasing engagement with the target audience, that ViiV continues to work with Buzz Radar in developing the future strategy. Since Q1 2020, they have achieved:

Viiv HealthCare