Tapping the power of  social advocacy
SpeakersGregg Fisher                     Matt BrittonFounder & Managing Director,     Founder & CEO, MRYLBi Health        ...
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       Tria...
The model of clinical influence has changed!                              New        KOLs                    Media       T...
Advocate messages can now be spread efficiently, at scale                          23.5M44%                               ...
Let’s start by defining   Social Advocacy
We define Social Advocacy as …  Activating patient influencers tosupport brand and health outcomes
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 Advoc...
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              He...
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                           ...
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...
3 Step Approach to Social Advocacy       Identify Select category  influencers
Step 1: NominateIdentify    Enlist    NurtureSurveying                     Search tools                     (Google blogs)...
Step 2: Qualify and selectIdentify   Enlist   Nurture                                          Knowledge                  ...
Step 3: DevelopIdentify   Enlist   Nurture                                          Knowledge            “Ones to Watch”  ...
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 authorit...
Rule #2: Align around the causeIdentify   Enlist   Nurture                                          Survivor              ...
Rule #2: Align around the cause  Identify   Enlist   NurtureCollaboration tools                                 Survivor  ...
Rule #3: Create Mutual ValueSupport              Expression            Coping> Compliance         > Viral Awareness     > ...
3 Step Approach to Social Advocacy                              Nurture                          Encourage               ...
Tip #1: Activate AdvocatesIdentify   Enlist   Nurture                                  Distributing pre-approved content  ...
Tip #2: Use IncentivesIdentify   Enlist   Nurture           Non-healthcare:                       Healthcare:            ...
Influencer Activation PlatformIdentify   Enlist   Nurture   RECRUITMENT   SCREENING   TRAINING   REPWARE   CAMPAIGN ...
HIV GuardianIdentify   Enlist   Nurture
Tip #3 – Amplify ShareabilityIdentify   Enlist   Nurture                                             Social               ...
In Brief –Things to Remember ‘Owned’ social platforms are a small piece of the puzzle –  social advocacy can fuel a brand...
Questions?
How to Reach Uswww.lbi.com/healthGregg.fisher@lbi.com      @Gfish_
Tapping the Power of Patient Advocacy - BDI 7/19/12 Social Communications & Healthcare 2012: Case Studies and Roundtables
Tapping the Power of Patient Advocacy - BDI 7/19/12 Social Communications & Healthcare 2012: Case Studies and Roundtables
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Tapping the Power of Patient Advocacy - BDI 7/19/12 Social Communications & Healthcare 2012: Case Studies and Roundtables

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Case Study: Tapping the Power of Patient Advocacy
Presented by: Gregg Fisher, Managing Director, LBi Health & Matt Britton, CEO, MRY
Gregg and Matt will demonstrate how to use social media techniques and technology to develop patient influencers into brand advocates. They will provide a useful ‘how to’ framework and share case examples from within and beyond Health care.

www.bdionline.com

Published in: Business, Health & Medicine
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Tapping the Power of Patient Advocacy - BDI 7/19/12 Social Communications & Healthcare 2012: Case Studies and Roundtables

  1. 1. Tapping the power of social advocacy
  2. 2. SpeakersGregg Fisher Matt BrittonFounder & Managing Director, Founder & CEO, MRYLBi Health Chief Social Architect, LBi
  3. 3. Our Focus TodaySocial Media Patient Advocacy Social Advocacy
  4. 4. Presentation Goal Provide advice on how to tappatient influencers to build social advocacy.
  5. 5. Why is social advocacy important?
  6. 6. The model of clinical influence has changed! Old KOLs Media Trialists Journals Grassroots PrescribersMajor Research Centers Conferences Patients
  7. 7. The model of clinical influence has changed! New KOLs Media Trialists Journals Grassroots PrescribersMajor Research Centers Conferences Patient Advocates Patient Communities Patients
  8. 8. 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.
  9. 9. Let’s start by defining Social Advocacy
  10. 10. We define Social Advocacy as … Activating patient influencers tosupport brand and health outcomes
  11. 11. We define Social Advocacy as … Activating patient influencers tosupport brand and health outcomes
  12. 12. Activating Eliciting “sharing behavior” –with a positive sentiment and a clear call to action
  13. 13. ActivatingPassive Active
  14. 14. We define Social Advocacy as … Activating patient influencers tosupport brand and health outcomes
  15. 15. Patient Influencers = Connected to a condition withcredibility and ability to shape opinion
  16. 16. 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
  17. 17. We define Advocacy as … Activating patient influencers tosupport brand and health outcomes
  18. 18. 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
  19. 19. OK, show me what you mean
  20. 20. Let’s begin with an example of advocacy outside healthcare.
  21. 21. 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”
  22. 22. Results 11 mil video views 29,000 mentions 24% lift in online conversations 160,000 lift in Facebook fans
  23. 23. Question:Can we achieve THAT in healthcare?
  24. 24. Answer: Yes. By engaging patientinfluencers – and creating mutual value
  25. 25. 3 Step Approach to Social Advocacy Identify Enlist Nurture Select category  Join forces to  Encourage influencers co-define value participation
  26. 26. 3 Step Approach to Social Advocacy Identify Select category influencers
  27. 27. Step 1: NominateIdentify Enlist NurtureSurveying Search tools (Google blogs) Social listening (radian 6) Digital influence ranking (black book)
  28. 28. Step 2: Qualify and selectIdentify Enlist Nurture Knowledge Social Influence Technology
  29. 29. Step 3: DevelopIdentify Enlist Nurture Knowledge “Ones to Watch” “Isolators” Social Influence Technology “Noisemakers”
  30. 30. 3 Step Approach to Social Advocacy Enlist  Join forces to co-define value
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. Rule #3: Create Mutual ValueSupport Expression Coping> Compliance > Viral Awareness > LoyaltyConnect Recognition Serve> Compliance > Decision to Treat > Diagnosis
  35. 35. 3 Step Approach to Social Advocacy Nurture  Encourage participation
  36. 36. Tip #1: Activate AdvocatesIdentify Enlist Nurture Distributing pre-approved content Hosting local events Taking grass roots actions Participating in online discussions / local listening
  37. 37. 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
  38. 38. Influencer Activation PlatformIdentify Enlist Nurture RECRUITMENT SCREENING TRAINING REPWARE CAMPAIGN REPORTING INCENTIVES ANALYSIS
  39. 39. HIV GuardianIdentify Enlist Nurture
  40. 40. Tip #3 – Amplify ShareabilityIdentify Enlist Nurture Social Evergreen Amplification Campaigns
  41. 41. 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
  42. 42. Questions?
  43. 43. How to Reach Uswww.lbi.com/healthGregg.fisher@lbi.com @Gfish_

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