NXSTAGE SOCIAL STRATEGY CASE STUDY

The Challenge

NxStage approached Agency 451 and asked us to create a social presence that was engaging while following FDA’s Fair Balance guidelines.

I conducted a social audit of Bayer, Johnson & Johnson, and Pill Pack to analyze their digital and content strategies.

I realized NxStage’s competitors leverage videos and infographics, repost relevant blogs and articles, offer health tips and industry news, and—most crucially—focus on the lifestyle aspects of their products and services rather than the medical benefits.

How I Considered NxStage’s Needs

Business Goal:

  • Convince more Chronic Kidney Disease (CKD) patients that home hemodialysis is a better option than in-center dialysis

Business Challenges:

  • Advertise home hemodialysis without explicitly stating its benefits (focus on more time and diet flexibility)

  • Clarify the differences between home and in-center hemodialysis

Key Need:

  • Educate patients about home hemodialysis while enticing them to visit the NxStage website and lifestyle blog (Atlas), and download their HelpAound app

Critical Outputs:

  • Creating a new Facebook and Twitter presence that assures the audience that NxStage is part of their patient journey

  • Take what other medical brands are doing on Facebook, but enhance it by consistently asking the audience about their NxStage experience

Strategic Considerations:

  1. Why do CKD patients feel isolated? Why do they feel hemodialysis restricts their lifestyle?

  2. How can NxStage create a community platform so its audience will share their positive experiences with home hemodialysis?

  3. How can NxStage turn these patient experiences into content opportunities for Atlas and HelpAround downloads?

Content Solution 1

Ask questions and generate discussion.

Based on the responses, NxStage will reach out via direct message and ask the user if we could share their home hemodialysis experience.

Content solution 2

Turn the most compelling patient stories into posts and videos.

These are aimed at in-center patients who are considering the switch to home hemodialysis.

Content solution 3

Turn other patient stories into lifestyle blogs to promote Atlas, encourage them to download HelpAround, or visit the NxStage website.

Content Solution 4

Inform the audience by discussing the lifestyle benefits of home hemodialysis.

These posts offer dietary and exercise tips and kidney-friendly recipes.

Facebook Results:

  • 7,700 new Facebook followers between March 2017 (2,750 followers) and March 2018 (10,450 followers)

  • 481 new followers per month (on average)

Atlas Results:

  • 5,300 visits per month from August 2017 to March 2018

  • 38% bounce rate

  • 4 pages per session

HelpAround Results:

  • 73% increase in downloads from July 2017 to March 2018

  • 4.5-star rating in the AppStore (as of March 2018)