At Havas Tonic, we were tasked with building a Facebook community from the ground up for LEMTRADA, a Multiple Sclerosis drug given by infusion, from Sanofi Genzyme. The trick was to create informative, sharable and snackable content without even mentioning the disease by name for legal reasons. The content had to be fun to engage with and encourage sharing with friends or clicking through to the site for more in-depth information. We created enough to fill the content calendar for months. These are some of the posts:
