December 3, 2020

Social Driver-Designed Instagram Lens Showcases a New Model for Policymaker Engagement

Social Media
Video & Animation

In-person meetings have historically been the most effective way to engage with policymakers and their staff, so how can advocacy organizations advance their goals in 2020 when in-person meetings are impossible? Social Driver is pioneering new approaches to connect with Capitol Hill. 

The team worked with Association for Accessible Medicines (AAM) to launch an Instagram lens campaign to increase awareness of biosimilars and to celebrate the 10th anniversary of Biologics Price Competition and Innovation Act of 2010 (BPCIA), which makes these lifesaving treatments possible. However, since BPCIA, only 26 biosimilars have been approved, and not all of them are accessible to patients.

The lens was designed to activate physicians, patients and policymakers in the journey and potential of biosimilars. Thousands of people across the country were able to engage in the celebration utilizing the lens to raise awareness of biosimilars. 

The lens has been used more than 7.2K times, generating over 10,000 views. The lens is also featured on AAM’s Biosimliars campaign website to continue to engage users. It was also shared by the American Marketing Association in San Diego as an example of ways organizations are leveraging social media to raise brand awareness. 

“The interactivity and virality of #b10similars is unlike anything our association — or maybe any association — has ever done. The novelty of being a first-mover in using an augmented reality lens in advocacy is great, but the real value is being able to expand our visibility to highly trafficked but underutilized platforms, like Instagram and Snapchat,” said Erica Klinger, Senior Director of Marketing at AAM.

Reaching new audiences through social media was an important goal of this campaign because while biosimilars will provide millions of U.S. patients with lower-cost, life-changing medicines that treat cancer, rheumatoid arthritis, and more, many people are unaware of them. 

“The lens was created to capture the joyful feeling of celebration and was designed to be shared on Instagram, Facebook and Snapchat. Campaign participants were asked to reflect on the impact biosimilars have made in the last 10 years, and how to make the next 10 even better by sharing their pictures taken with the lens and by including #b10similars on their social media posts,” said Victor Santos, Director of Social Media Creative at Social Driver.

About AAM

AAM represents the manufacturers and distributors of finished generic pharmaceuticals and biosimilars, manufacturers and distributors of bulk pharmaceutical chemicals, and suppliers of other goods and services to the generic industry. 

About the Biosimilars Council

The Biosimilars Council, a division of the Association for Accessible Medicines (AAM), works to ensure a positive environment for patient access to biosimilar medicines. The Biosimilars Council is a leading source for information about the safety and efficacy of more affordable alternatives to costly brand biologic medicines.