Our challenge was to reignite interest in Rebif, a gold standard in multiple sclerosis treatment for 14 years. Some of the newer treatments seem easier to live with, rationally speaking. But MS is not rational. It’s unpredictable. Everyone responds differently to treatment, so no one knows what might happen. Our strategy? Create security for an unpredictable world.

We combined everything about Rebif that adds security. We emphasized experience, history, efficacy, and unique access to MS LifeLines support: nurses, patient ambassadors, care partners, and experts that personalize the Rebif experience with human connection.

We turned this into a transformational engagement campaign. We changed the rules for pharma in social media by inviting thousands of people from the MS community into dozens of conversations. Now we're seeing engagement levels at 6X the industry standard, while sales trend upward.

We are reigniting the Rebif brand experience by socializing and celebrating "Strength in Numbers".

“Strength In Numbers” provides the campaign platform for both Rebif and MS LifeLines. We created a content driven ecosystem to generate engagement and share patient experiences across all media, with “social” at the heart of the campaign.

Facebook.com/MSLifelines launched July, 2014.

We extended the dialogue that MS LifeLines had established with Rebif patients to include a larger audience – the highly active online MS community. And we did something that had not been done before in Pharma. We allow people to comment on our posts, expressing a range of emotions and sharing inspiration and wisdom within our brand environment. We listen and respond to further engage in their interests and needs.

We gain new “friends” everyday who like, comment and share our posts. Our content ecosystem provides relevant patient stories, videos, tips, and inspiration from MS LifeLines patient ambassadors in a continuous stream of 2 to 4 posts every week.

Facebook is at the heart of the “Strength in Numbers” campaign ecosystem. Eager to comment on our posts, the MS community engaged themselves emotionally—happy or sad, venting or celebrating—connecting with us and with each other.

From July thru December 2014

• 248,000 unique visitors each month on average

• >75,000 page likes (average of ~12,500 per month)

• >5300 views of our page content every day

• >151,000 people engaged with content, 6X higher than competitors

• >86,000 clicks on our page content, including 31,000 interactions directly with our posts (14,033 clicks , + 17,326 comments, likes, shares)

• Each post is seen an average of 5,600 times

• We see >1,400 personal, emotional, public comments on posts—more interaction per post than the most successful Pharma pages, showing emotional investment in the brand

By stimulating emotional engagement on Facebook, we’re actually building strength in numbers. That’s what we call the power of emotional ROI.