Slow uptake of biosimilar medicines is putting increasing pressure on the Australian healthcare system. To increase confidence and awareness among healthcare professionals and consumers, we implemented a multi-channel, targeted social media strategy. By delivering educational and engaging content, we aimed to increase uptake of biosimilars and generate significant cost reductions for the Australian healthcare system.
Project Overview
Challenge
Low awareness and understanding of biosimilars among consumers and lack of confidence among healthcare professionals
Solution
Since 2019, Cube has implemented a consistent and engaging targeted social media program across three channels. The goal was to help drive awareness and education of biosimilars among target HCPs and consumers, as well as drive traffic to an online educational website (Biosimilar Hub – www.biosimilarhub.com.au), which housed further resources and information.
Impact
With minimal paid spend since the launch of the @BiosimilarsAu social media channels in 2019, Cube has helped raise over 1,300 collective followers. In the first half of 2020 alone Cube generated:
Over 800,000 impressions
Increased following by 883 individuals
8,352 clicks on content
1,677 click-throughs to online microsite (double 2019 figures)
Increased Twitter followers 5x the original size, with almost a 3x greater click through rate on content compared to 2019
An average engagement rate of 6.58% on LinkedIn – well above industry average
