Moderna’s Influencer Strategy: Redefining Healthcare Marketing Success

Overcoming Challenges in Healthcare Marketing: Moderna’s Pandemic Response

In 2023, as the world continued to navigate the lingering challenges of the COVID-19 pandemic, widespread COVID fatigue set in, with many people growing weary of and resistant to pandemic-related discussions. This shift, compounded by intense competition in the healthcare and pharmaceutical space from a well-funded rival, presented a significant challenge for Moderna as it sought to promote its groundbreaking vaccine, Spikevax, and boost vaccination rates – especially among high-risk individuals.

To navigate these challenges and outpace the competition, Moderna partnered with Coegi, combining their cutting-edge healthcare solutions with our innovative, influencer-driven marketing strategies, tailored for the healthcare industry.

Crafting a Community-Centric Strategy for Healthcare Engagement

Recognizing the critical importance of authenticity and relevance in the healthcare and pharma space, we crafted a strategy that went beyond traditional, promotional messaging. Our approach was centered on connecting with communities to build trust and empower our audience to make Spikevax a routine choice in preventive healthcare. We did this by engaging with influencers who were not just voices, but vital members of the communities we wished to reach.

Leveraging Influencers to Transform Healthcare Marketing Campaigns

Our agency team worked closely with the client to identify the right mix of 150 creators, each representing one of our purposeful persona communities. These collaborations helped us establish the #SpikevaxPartner Community, a groundbreaking healthcare influencer marketing campaign that effectively utilized nano and micro-influencers, setting a new standard in pharma marketing. By leveraging unique personas that resonated with Moderna’s distinct micro-communities, we delivered messages that were more than just heard – they were deeply felt, creating meaningful connections with our audience. We also amplified the strongest content on paid media channels to extend the impact of the authentic Spikevax messaging.

Data-Driven Optimizations: Measuring Success in Healthcare Campaigns

We implemented a comprehensive measurement strategy to assess the quality and impact of our media beyond standard platform metrics, enabling real-time optimizations. We utilized Attention Unit Scoring to gauge the lift in audience attention our content drove and script lift analysis to correlate vaccinations with exposure to influencer media. Additionally, we paired this with audience analysis of emotional response to and intensity perception of the content to predict long-term brand growth and short-term sales effects.

Setting New Benchmarks in Healthcare Marketing Results

The #SpikexaxPartner community led to significant increases in brand awareness, market share, and public engagement, including:

• Helping drive nearly 24% of all US vaccine conversions
• Delivering over 503 million impressions across organic and paid channels that surpassed the attention score benchmark by 9%
• Surpassing engagement rate goals by 484% while also driving nearly 72,000 Spikevax page visits
• And most notably, driving strong business impact with Spikevax’s market share increasing 23% YoY

Leading the Future of Healthcare Communication Through Innovation

Our innovative approach and strategic partnerships paved the path for new standards in health and community-based communication. Visit coegipartners.com or follow us on our social channels to learn how our breakthrough solutions can benefit your brand.