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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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Case Study: Tapping the Power of Patient Advocacy...

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

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    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 Presentation Transcript

    • 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
    • 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_