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

1. Tapping the power of
social advocacy

2. Speakers
Gregg Fisher Matt Britton
Founder & Managing Director, Founder & CEO, MRY
LBi Health Chief Social Architect, LBi

3. Our Focus Today
Social Media Patient
Advocacy
Social Advocacy

4. Presentation Goal
Provide advice on how to tap
patient influencers to build social
advocacy.

5. Why is social advocacy
important?

6. The model of clinical influence has changed!
Old
KOLs Media
Trialists Journals Grassroots Prescribers
Major Research Centers Conferences
Patients

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

8. Advocate messages can now be spread efficiently, at scale
23.5M
44%
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. Let’s start by defining
Social Advocacy

10. We define Social Advocacy as …
Activating patient influencers to
support brand and health outcomes

11. We define Social Advocacy as …
Activating patient influencers to
support brand and health outcomes

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

13. Activating
Passive Active

14. We define Social Advocacy as …
Activating patient influencers to
support brand and health outcomes

15. Patient Influencers
= Connected to a condition with
credibility and ability to shape opinion

16. Patient Influencers
Virna: Patient Living with Disease
Jack: Prof Advocate
= Connected to a condition with
credibility and ability to shape opinion
Sonya: Survivor Janet: Former Nurse Rob: Caregiver Spouse

17. We define Advocacy as …
Activating patient influencers to
support brand and health outcomes

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. OK, show me what you mean

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

23. 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”

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

25. Question:
Can we achieve THAT
in healthcare?

26. Answer:
Yes. By engaging patient
influencers – and creating
mutual value

27. 3 Step Approach to Social Advocacy
Identify Enlist Nurture
 Select category  Join forces to  Encourage
influencers co-define value participation

28. 3 Step Approach to Social Advocacy
Identify
 Select category
influencers

29. Step 1: Nominate
Identify Enlist Nurture
Surveying
Search tools
(Google blogs)
Social listening
(radian 6)
Digital influence ranking
(black book)

30. Step 2: Qualify and select
Identify Enlist Nurture
Knowledge
Social
Influence
Technology

31. Step 3: Develop
Identify Enlist Nurture
Knowledge “Ones to Watch”
“Isolators”
Social
Influence
Technology
“Noisemakers”

32. 3 Step Approach to Social Advocacy
Enlist
 Join forces to
co-define value

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

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

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

36. Rule #3: Create Mutual Value
Support Expression Coping
> Compliance > Viral Awareness > Loyalty
Connect Recognition Serve
> Compliance > Decision to Treat > Diagnosis

37. 3 Step Approach to Social Advocacy
Nurture
 Encourage
participation

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

39. Tip #2: Use Incentives
Identify 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

40. Influencer Activation Platform
Identify Enlist Nurture
 RECRUITMENT
 SCREENING
 TRAINING
 REPWARE
 CAMPAIGN
 REPORTING
 INCENTIVES
 ANALYSIS

41. HIV Guardian
Identify Enlist Nurture

42. Tip #3 – Amplify Shareability
Identify Enlist Nurture
Social
Evergreen Amplification
Campaigns

43. 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

44. Questions?

45. How to Reach Us
www.lbi.com/health
Gregg.fisher@lbi.com
@Gfish_