ELITE 2019 Digital Crusader Jeordan Legon of Alnylam Pharmaceuticals

Jeordan Legon

Director, Digital Center of Excellence

Alnylam Pharmaceuticals

A History of Digital Industry Firsts

Over the course of more than 25 years—which includes leadership positions at Harvard Medical School, Novartis, Roche, Genentech, Yahoo! News, AOL, and most recently, Alnylam—Jeordan Legon has helped healthcare companies think differently about their marketing strategy and healthcare digital ecosystems with industry-first digital projects.

As head of Web Strategy and External Media for Roche, Jeordan led initiatives that increased site traffic by 20%, tripled the number of Twitter followers, increased LinkedIn follower count by 500%, and quadrupled views of YouTube videos.

At Novartis, he spearheaded the CLIO-award winning “Living Like You” campaign, an online community that features magazine-style content, vividly detailing daily life with MS by offering insights from people who live with the disease. And in 2016, he launched the “The Keep It Pumping (KIP) Initiative,” one of the first social media campaigns for HCPs, which spanned seven countries to generate awareness for heart failure. In one hour, there were more than 65 social conversations with KOLs and community members around the world. Other contributions at the company included doubling traffic to NovartisPharma.com and launching the industry’s first employee social media advocacy program.

Since joining Alnylam in 2017, Jeordan has led the digital marketing initiatives to support the launch of the company’s first FDA-approved product, Onpattro, and designed digital strategies to prepare the market for two more products in development, givosiran and lumasiran. By the end of 2018, 18 websites were launched to support Onpattro, an extraordinary 39 million ad impressions were served for Onpattro and hereditary (hATTR) amyloidosis awareness, and more than 500,000 total clicks were made on paid search and media ads. Jeordan also launched AlnylamAssist.com, the company’s first-ever comprehensive online/offline support program that assists patients getting started on Onpattro by introducing them to their actual case managers through the use of geolocation technology.

And yet, Jeordan has still done more at Alnylam by championing an enterprise-wide architecture that supports global marketing communications in more than seven languages and 195 countries to ensure that Alnylam has the ability to capture interactions with all stakeholders while properly managing GDPR and consent management worldwide.


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