From Netsense, we have carried out all the analysis and strategic definition of B. Braun’s positioning on LinkedIn in Spain. B. Braun is one of the leading manufacturers and providers of innovative solutions in the healthcare industry. In Spain, where they have been present for over 65 years, they have one of the Group’s most innovative production plants for parenteral solutions and surgical sutures, as well as two research and development teams.

We started the project by carrying out an important consultancy to set the communication guidelines in the professional network par excellence, LinkedIn, taking into account that the B. Braun company page is shared by all the countries where this important multinational has a presence. In the strategic advisory, all the points that affect the presence of B. Braun on LinkedIn Spain were defined:

PHASE I: ANALYSIS AND DEFINITION

  • Kick off: analysis of all the elements involved (company, products, statistics, ratios, current website, corporate image, business processes, etc.)
  • Define brand architecture on LinkedIn: descriptions, hashtags, following policy, how we define the brand to be mentioned …
  • Define communication targets on LinkedIn: which audience we focus on and through what content in each case
  • Benchmarking and Best practices

PHASE II: BRAND TERRITORIES AND EDITORIAL LINE

  • Brand territories
  • Frequency and type of content
  • Hashtags
  • Image tone and moodboard
  • Possible actions (campaigns, group creation etc)

 

After this first job of strategic definition, Netsense continues to collaborate with B. Braun in the community managing of LinkedIn in Spain, following the lines established in the consultancy. In addition, we have developed a video tutorial aimed at company employees in order to help them use LinkedIn properly and under a common protocol.