The potential of awareness campaigns is vast, offering a way for pharma to participate in  patient conversation, learn what their brands’ actual and potential end-users are thinking and feeling and get a sense of the patient journey that might otherwise remain hidden. Yet few pharma companies have capitalised fully on the increased engagement potential of disease awareness days.

Analysing a sample of 877,000 social media posts from 8 organisations (four of which were global leaders in pharma), this report brought to you by One15 Healthcare provides an in-depth examination of the volume and topics of asthma-related conversation in the week leading up to, and following World Asthma Day held on May 2nd.

Through our exploratory research, analysis and in-depth interviews with pharma marketers, we reveal the collective intelligence of World Asthma Day including:

• Share of voice: which brands are leading online and why?
• 10 Core Tenets of an Effective Disease Awareness Campaign
• Developing a patient-centred social media approach that fosters ongoing engagement & trust
• Demonstrating meaningful impact deriving from disease awareness activity online beyond the vanity internal metrics of likes, comments and shares.
• Metrics to consider when planning an awareness campaign strategy
• Link to a Disease Awareness Calendar to facilitate future Disease Awareness Day planning