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  • 1. Digital Importation Program Phase I Report
  • 2. Summary – Phase 1 Objectives • • • • Drive attention organically to the threat of importation legislation, related issues of counterfeit medicines and fake online pharmacies Inspire conversations on the social web among online parents, conservatives and chronic disease patients Improve readiness to oppose legislative action on importation Build upon PSM work – add importation message, expand reach/engagement – Project Scaled Back To 6 Month Pilot • About 8 weeks of outreach following audit, research, content and syndication network development – Approach works • • Results show greater reach, engagement, influence on chatter Increased digital presence, engagement of PSM members 2
  • 3. The Environment Before • Issue awareness and conversation outside of niche audiences low • Medicine safety conversation crowded-out by sellers of fake medicine • Importation dialogue represented even smaller slice of overall chatter • Virtually no measurable level of conversation among mothers, conservatives, chronic disease patients 3
  • 4. Program Approach CONTENT DEVELOPMENT AUDIT • Blogs, online magazines • Other influential voices with deeper social media footprints TARGETS Search Engines Identify willing voices & channels to deliver messages • PSM members DIGITAL CHANNELS Mothers Risk Reports 1st edition focus: Parents Photo/Video Sharing NABP Report Conservatives With Importation Connection Daily Relevant Items: News, photos, videos, quotes, other content Social media Chronic Disease Patients & Providers 4
  • 5. Program Timeline • March 15: CLS and WCG retained to start work • June: WCG presents research findings, CLS presents audit findings • July: Built infrastructure (content syndication network), created original content, repackaged existing content • July 18: Launched social sharing • Today: Efforts to engage new audiences underway and making measurable gains 5
  • 6. The Infrastructure Creation of Digital Hub/Network • Built upon the Partnership for Safe Medicine’s voice; utilizing and enhancing properties to the fullest (Twitter, Facebook, YouTube) • Developed new channels to expand/amplify reach (Tumblr, delicious, StumbleUpon, Flickr) • Integrated content across all channels by leveraging new content, relevant news, videos, photos, quotes from experts, etc (avg. 15+ daily) 6
  • 7. Program Elements 7
  • 8. Program Elements: NABP Online Pharmacy Report • Worked closely with the NABP on release of its online pharmacies report • Helped elevate appeal of report by declaring “Public Health Alert” and positioned the growth in fake online pharmacies as a “global epidemic” • Developed/Rolled out robust content across digital channels • With NABP, conducted extensive media education and outreach to online communities 8
  • 9. Program Elements: NABP Online Pharmacy Report • Gained significant traction on social platforms; resonance within and beyond PSM’s reach • Citied by Carnegie Mellon University in its report on internet pharmacies [Our] research is supported by a public health alert by the NABP… 9
  • 10. Program Elements: Risk Reports: Parents • “A Risky Proposition: How Opening the US to Foreign Medicines Will Put American Children at Heightened Risk” – Developed PSM report aimed at raising awareness among new audience (parents) regarding counterfeit medicines and fake online pharmacies – Leveraged these concerns to educate on importation – Created/rolled out robust digital content to bring report “to life” online 10
  • 11. Program Elements: Risk Reports: Parents 11
  • 12. Program Elements: Risk Reports: Parents • Conducted extensive outreach to relevant digital communities, resulting in favorable coverage Parents.com digital footprint contributed significantly to our overall impressions (~7% of chatter) 12
  • 13. Program Elements: Risk Reports: Parents • Secured placement of expert guest column by PSM Board Member Dr. Marv Shepherd on Parenthood.com, in weekly enewsletter and monthly digital magazine Parenthood.com e-newsletter has a distribution of 75,000 13
  • 14. Program Elements: Risk Report II: Chronic Disease • “A Risky Proposition: How Opening the US to Foreign Medicines Will Put the Chronically Ill at Heightened Risk” – Finalizing second in series, aimed at raising awareness among new audience regarding the dangers of importation, specifically to the chronically ill. – Poised to collaborate with Dr. Rene Rodriguez (Inter American College of Physicians and Surgeons), Dr. Richard Dolinar (board member, American Association of Clinical Endocrinologists) 14
  • 15. Program Elements: Additional Content • Engagement of PSM Board Members on the issue: – Dr. Oz: Post by Dr. Bryan Liang • 96 clicks on our own short link (does not include any direct website metrics) – Parenthood.com: Expert guest post by Marv Shepherd – Live Twitter Chat/Town Hall opportunity – Other PSM members engaged to share content (Kidney Cancer Association, Illinois Pharmacists Association, RetireSafe, Men’s Health Network) 15
  • 16. Analytics: Phase I 16
  • 17. Larger, Deeper Social Footprint PRE-LAUNCH POST-LAUNCH Twitter followers 304 1,364 349% growth Re-Tweets/Mentions by others 15 145 867% growth Facebook post views 3,547 17,905 6/1/11 – 7/17/11 7/17/11 – 9/5/11 Bit.ly link clicks (Click-through to our content) 76 1,474 6/14/11 – 7/17/11 7/17/11 –9/5/11 405% growth 1,839% growth The residual effect for PSM is also positive, as its presence has expanded, become more vocal and influential 17
  • 18. Social Footprint: Twitter As more information was pushed-out on Twitter… 18
  • 19. Social Footprint: Twitter …the number of followers grew. 19
  • 20. Social Footprint: Twitter Engagement Total Mentions 10 8 Launch 7 NABP report release 6 Mentions Our messages are increasingly resonating, being shared by others within their own networks. 9 5 4 Risk report 3 2 Daily social sharing 1 0 Date 20
  • 21. Engagement: Clicks on our Content Links 1600 1,839% growth 1400 1,474 1200 1000 Total Clicks Content link example 800 600 400 200 0 76 5/26/11 - 7/17/11 7/18/11 - 9/5/11 Date ranges 21
  • 22. Reaching Targeted, Influential Audiences Twitter: @SafeMedicines reaching targeted and influential followers: • American Society of Health-System Pharmacists • Parenthood.com • BattleDiabetes.com • PennyFull (mommy blogger) • NeverFakes (Harpers Bazaar campaign) • GingerCRhealth (Consumer Reports health reporter) Criteria: Most influential in our target audiences (chronic, mothers/parents, conservatives, and general health) using Klout scores and total followers as a measure of influence. 22
  • 23. Moving the Dial: Impacting the Conversation • Chatter increased across all 4 topics: Fake online pharmacies, counterfeit medicines, medicine safety, and importation • Methodology: • Utilized Radian6 analytics software platform (also used by WCG) • Narrowed search by focusing all keywords/keyword phrases on the intersection of counterfeits, online pharmacies, medicine safety, and targets for only pharmaceutical related terms (e.g., how counterfeiting and rogue pharmacies impact the safety of medicine/medicine supply chain) • Applied “NOT” filters to exclude results on narcotics, trafficking/smuggling of other counterfeits or illicit substances, among others • Flagged over 400 sites and social profiles as spam • Manually reviewed all posts and deleted hundreds of irrelevant posts • Ignored spam or irrelevant posts that still made it through aggressive filters, such as drug peddling/dealing, personal use of narcotics, NAFDAC/Nigeria posts, use of and where to get HGH for body building, importation of guns, etc. 23
  • 24. Moving the Dial: Social Chatter Counterfeit Medicines Fake Online Pharmacies 3000 800 700 2500 600 2000 Total Mentions Total Mentions 500 1500 400 300 1000 200 500 100 0 0 6/1/11 - 7/17/11 7/18/11 - 8/31/11 Date Ranges 6/1/11 - 7/17/11 7/18/11 - 8/31/11 Date Ranges Among top Topics (7/18/11 – 8/26/11): • Google settlement and DoJ probe • Criticism of China’s Baidu search engine • A Risky Proposition • NABP Health Alert • HP global authentication service • Direct mentions of PSM 24
  • 25. Moving the Dial: Social Chatter Medicine Importation Medicine Safety 600 900 800 500 700 600 Total Mentions Total Mentions 400 300 200 500 400 300 200 100 100 0 0 6/1/11 - 7/17/11 7/18/11 - 8/31/11 Date Ranges 6/1/11 - 7/17/11 7/18/11 - 8/31/11 Date Ranges
  • 26. Moving the Dial: Importation Medicine Importation Volume of Chatter on Importation: 600 61% increase in chatter on importation in 6 weeks 567 500 •352 mentions prior to campaign launch Mentions •567 mentions after campaign launch 400 300 352 200 • Average: 35 mentions weekly • Tone/sentiment is more balanced 100 0 6/1/11 7/17/11 6/1/11 –- 7/17/11 7/18/11 - 8/31/11 7/18/11 –8/26/11 Keyword Group 26
  • 27. Moving the Dial: Importation Sentiment (All Mentions) Sentiment Subjects: • Positive/Somewhat Positive: • Google Settlement – Google violates importation laws • Engaged responses to Risky Proposition, NABP Health Alert, and other PSM-driven posts • General discussion on why importation and Dorgan legislation was terrible 1:1 Balance Between Negative/Positive 11.80% 12.60% 8.70% 11.30% • Negative/Somewhat Negative: • Google settlement a conspiracy between FDA, Obama, and Pharmaceutical companies • RX Rights and saving Medicare • Obama’s failed promises and reducing the deficit • Obama cutting a deal with PhRMA on healthcare overhaul • Neutral: • General coverage of news items such as Google settlement, DoJ inquiry, Boehringer Ingelheim GmbH, and other misc. subjects Positive Somewhat Positive Neutral Somewhat Negative Negative 55.60% 23.9% Positive/Somewhat Positive 55.6% Neutral 79.5% Balanced 27
  • 28. Chatter Examples 28
  • 29. Impact on Influencers • Analysis helps determine which voices are the most influential in a conversation • The following criteria was used to analyze influence across 4 topic areas • Utilized Radian6 analytics software platform • Used “Topic Influence” feature within Radian6, along with Radian6 Insights • Pulled out top ranked profiles based on number of topic-related posts as opposed to pure influence (e.g., high ranking profiles with more than 15 posts on topics/themes) • Ignored any spam-related influencers or non-topic related influencers generated by the system • Pulled influencers across multiple mediums (e.g., blogs, mainstream news, Twitter, Facebook, etc.) as opposed to looking at top influencers in one category alone 29
  • 30. Moving the Dial: Influencers Pre-Launch Washington Post Opinions AARP Source Democratic Undergraound Angry Voters Think Progress ACLU 0 10 20 30 40 50 60 70 80 90 100 Influencer Score 30
  • 31. Moving the Dial: Influencers Post-Launch Never Fakes Big Government We are one of the top influencers on our topics Source Parents Magazine Think Progress Safe Medicines RX 360 0 10 20 30 40 50 60 70 80 90 100 Influencer Score 31
  • 32. Social Footprint: Other Properties • Tumblr: – Over 400 visits – 2.12 avg. minutes on site – Nearly 1,000 page views – Nearly 370 likes, re-posts, and followers • StumbleUpon: – 71 Reviews – Nearly 200 views – 30+ referrals to SafeMedicines.org
  • 33. Conclusions • Increased engagement with PSM members and their social media presence • Created content and syndication network that are assets for future • Expanded/increased reach, engagement, followers, influence among target audiences and beyond • Leveraged existing content to bring it to more eyes • Established analytic framework to measure progress and fine-tune future work • Progress achieved without it appearing to be PhRMA sourced 33
  • 34. Moving Forward: Phase II 34
  • 35. Moving Forward Phase II Approach • Apply lessons learned and observations - Interacting with audience works best (ask them questions to answer, encouraging replies) - Original content, videos and photos are most engaging (e.g. more fake labs) - Quotes by Members of Congress and other experts received a lot of interest - Pick up by reputable outlets significantly expands reach/engagement (e.g., Parents.com, Parenthood.com, Dr. Oz) - Continue to take advantage of news and developments – counterfeit busts and other significant news most appealing
  • 36. Moving Forward Phase II Approach • Continue to educate about triangle of threats • Engage additional voices (w/ digital presence) • Reach new audiences • Develop more engaging, interactive content • Prepare capability to mobilize around legislation 36
  • 37. Legislative Readiness • Concept: Establish capability for direct advocacy • Options: - Micro site, offline & disabled until needed - Facebook advocacy app - Twitter and YouTube integration - Geo/Micro-targeting • Use PSM members (with digital presence) in their states • Budget for paid search and contextual placement
  • 38. Moving Forward Phase II: Potential Program Items • Counterfeits/Importation “Eco System” Exposé - Expose the underbelly of counterfeit ecosystem – the cycle that allows it to happen: payment systems, delivery services, search engines/FB Video interviews for YouTube with Tom Kubic, Brian Krebs (former Wash Post reporter, Cyber Crime blogger), security reps from PhRMA companies • Calendar Opportunities - October Safe Medicines Month – PSM Interchange • • • • - Live web-cast video Live Tweet or moderated Twitter chat w/ experts Release one-a-day facts throughout October Encourage other organizations to adopt the proclamation, share the facts Chronic illness months (American Diabetes Month, National Family Caregivers Month) 38
  • 39. Moving Forward Phase II: Potential Program Items Expose “live chat” consultation and phony testimonial videos • Reveal spammer’s use of YouTube for fake testimonials • Spotlight danger of non VIPPS sites selling potential counterfeits, offering chat feature for prescription 39
  • 40. Moving Forward Phase II: Potential Program Items Grow Stakeholder Relationships • Reach out to respected organizations to add new, educated voices to the debate around organizations. • For example: • • • • • American Heart Association National Association of Chain Drug Stores American Lung Association HealthyKids.org Professional medical societies 40
  • 41. Moving Forward Phase II: Potential Program Items Continued engagement with key audiences • Parents • Parent’s Advisory: Trends in kids and college kids self-medicating with online pharmacies, link to importation • Leverage drug shortages and “gray market” for medicines • Conservatives • Editorial piece from a European doctor, pharmacist or former regulator, that explains downside to Parallel Trade • New audiences: seniors, law enforcement 41
  • 42. Digital Importation Program Phase I Report

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