Tapping the Power of Patient Advocacy - BDI 7/19/12 Social Communications & Healthcare 2012: Case Studies and Roundtables

Tapping the power of social advocacy

SpeakersGregg Fisher Matt BrittonFounder & Managing Director, Founder & CEO, MRYLBi Health Chief Social Architect, LBi

Our Focus TodaySocial Media Patient Advocacy Social Advocacy

Presentation Goal Provide advice on how to tappatient influencers to build social advocacy.

Why is social advocacy important?

The model of clinical influence has changed! Old KOLs Media Trialists Journals Grassroots PrescribersMajor Research Centers Conferences Patients

The model of clinical influence has changed! New KOLs Media Trialists Journals Grassroots PrescribersMajor Research Centers Conferences Patient Advocates Patient Communities Patients

Advocate messages can now be spread efficiently, at scale 23.5M44% More people visit Health community sites each month than in the entire state of NY (19M) Of online users have used health info found online instead of call their doctor. 45% Of all adults are creating or consuming health related content online.

Let’s start by defining Social Advocacy

We define Social Advocacy as … Activating patient influencers tosupport brand and health outcomes

Activating Eliciting “sharing behavior” –with a positive sentiment and a clear call to action

ActivatingPassive Active

We define Social Advocacy as … Activating patient influencers tosupport brand and health outcomes

Patient Influencers = Connected to a condition withcredibility and ability to shape opinion

Patient InfluencersVirna: Patient Living with Disease Jack: Prof Advocate = Connected to a condition withcredibility and ability to shape opinion Sonya: Survivor Janet: Former Nurse Rob: Caregiver Spouse

We define Advocacy as … Activating patient influencers tosupport brand and health outcomes

Brand and Health Outcomes= Results that strengthen the brand and drive better health Brand Health Outcomes Outcomes Better compliance Quicker diagnosis Cope Get insurance covered Help others get on treatment

OK, show me what you mean

Let’s begin with an example of advocacy outside healthcare.

Activate Influencers Aligned with Bing’s Value Proposition CORE INFLUENCERS “Mass Appeal” NICHE INFLUENCERS “Sushi Chefs, Divers, Yoga Gurus” LOCAL ADVOCATES “Local Club Promoters, Restaurateurs, City Celebs”

Results 11 mil video views 29,000 mentions 24% lift in online conversations 160,000 lift in Facebook fans

Question:Can we achieve THAT in healthcare?

Answer: Yes. By engaging patientinfluencers – and creating mutual value

3 Step Approach to Social Advocacy Identify Enlist Nurture Select category  Join forces to  Encourage influencers co-define value participation

3 Step Approach to Social Advocacy Identify Select category influencers

Step 1: NominateIdentify Enlist NurtureSurveying Search tools (Google blogs) Social listening (radian 6) Digital influence ranking (black book)

Step 2: Qualify and selectIdentify Enlist Nurture Knowledge Social Influence Technology

Step 3: DevelopIdentify Enlist Nurture Knowledge “Ones to Watch” “Isolators” Social Influence Technology “Noisemakers”

3 Step Approach to Social Advocacy Enlist  Join forces to co-define value

Rule #1: Tap the interests of advocatesIdentify Enlist Nurture A bigger soap box Greater authority Power to do more Examples: Blogger Patient Social Media Summit Conference Summit

Rule #2: Align around the causeIdentify Enlist Nurture Survivor Patient Caregiver Advocate Co-define Patient/Disease Blogger HCP KOL Focused Project Association Brand Community Leader

Rule #2: Align around the cause Identify Enlist NurtureCollaboration tools Survivor Patient Caregiver Advocate Co-define Patient/Disease Blogger HCP KOL Focused Project Association Brand Community Leader

Rule #3: Create Mutual ValueSupport Expression Coping> Compliance > Viral Awareness > LoyaltyConnect Recognition Serve> Compliance > Decision to Treat > Diagnosis

3 Step Approach to Social Advocacy Nurture  Encourage participation

Tip #1: Activate AdvocatesIdentify Enlist Nurture Distributing pre-approved content Hosting local events Taking grass roots actions Participating in online discussions / local listening

Tip #2: Use IncentivesIdentify Enlist Nurture Non-healthcare: Healthcare:  Fame  Recognition as an expert  Loyalty points  Medically Relevant Education   Discounts Cash Vs.   Disease Management Tools “Exclusive” info / events  Gift cards  Peer Support  Trips  Access to Experts  Digital Platform Support  Donations  Discount Rx

Influencer Activation PlatformIdentify Enlist Nurture RECRUITMENT SCREENING TRAINING REPWARE CAMPAIGN REPORTING INCENTIVES ANALYSIS

HIV GuardianIdentify Enlist Nurture

Tip #3 – Amplify ShareabilityIdentify Enlist Nurture Social Evergreen Amplification Campaigns

In Brief –Things to Remember ‘Owned’ social platforms are a small piece of the puzzle – social advocacy can fuel a brands message Social advocacy techniques can be adapted for Health The Social Advocacy Framework – Identify. Enlist. Nurture There must be Authentic value-exchange

Questions?

How to Reach Uswww.lbi.com/healthGregg.fisher@lbi.com @Gfish_

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Tapping the Power of Patient Advocacy - BDI 7/19/12 Social Communications & Healthcare 2012: Case Studies and Roundtables

by Business Development Institute on Jul 24, 2012

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Tapping the Power of Patient Advocacy - BDI 7/19/12 Social Communications & Healthcare 2012: Case Studies and Roundtables Presentation Transcript