This presentation instructs participants of the how to's and they why's of social media.

1. Social Media and the Future of the
Independent Patient Advocate

2. The activity of the patients' associations through the web allows to be close to the
families and to stay up to date with the new means of communication and
aggregation.
In particular three points are very important :
 The right to information
 Patient care
 Overcome territorial distances
The right of information

3. The doctor-patient relationship is fundamental and must always be protected and
supported, especially in the case of changes in therapy or situations to be defined
based on the real needs of the patient.
For associations, the web becomes a tool to support families by providing both
information on activities and more specific indications on pathologies in collaboration
with specialist.
The right of information

4. The involvement of associations in the choices for assistance on the territory allows
to optimize and personalize care.
The associations can intervene for the needs of patients also through the connection
via social networks with the institutions, acting more immediately throughout the
territory
Patient care

5. The web is accessible by anyone and allows direct information overcoming territorial
distances.
Coordination is required between the various Regional Health Services in the medical-
health field, to eliminate the still too many inhomogeneities and to guarantee equity of
access to care.
Overcome territorial distances

6. It is important to be present on the web through different channels (facebbok, linkedin, instagram,
twitter) :
 a social page is accessible from all over the world, at any time of the day, including Sundays
and holidays.
 information and news can be updated in real time and this increases the contact requests of
interested people without geographical limits
 is possible to select users based on age, profession, interests, etc.
Activity on the web

7. Update of the dedicated section on the site "The expert responds" with the messages and
activities of the ICOSEP 2022 campaign.
General update of the site from both a graphic and a communicative point of view in line with the
graphic concept of the 2022 campaign.
Creation of a special section containing all the information related to the new campaign.
ICOSEP CAMPAIGN, ACTIVITY ON OUR WEBSITE WWW.AFADOC.IT

8. The 2021 campaign is the main goal and communication avenues.
SPECIFIC OBJECTIVES AND COMMUNICATION ROUTES
AWARENESS CAMPAIGN

10. GENERIC GOALS
Raising
awarenes
about child
growth Strengthen the
identity of the
Association
To increase the brand
awareness (recognizability)
of the Association and of
ICOSEP in Italy
Use new channels and new way of
communication to increase the
"catchment area" of our general
communication activities and,
consequently, related to the ICOSEP
project
Increase the user base in
the various social media
of the Association
(fanbase)
Spreading the
global
message of
ICOSEP
Implement social communication, make
communication more frequent and more structured
in order to create communities at the national level
and a greater dissemination of the message ICOSEP
Using online tools to
generate engagement
and database building
Creation of an attentive and
participatory community through
the social channels, the website
and the social of the Association
Generate loyalty among
users

11. The main objective of the campaign is to raise awareness and inform the public
through the creation of web campaign designed to generate interest and traffic to the
information section of our website.
THE OBJECTIVE OF THE AWARENESS CAMPAIGN

12. PARENTS
TOGETHER
SONS
SKILLS
PLAY
AUTONOMY
WELL-BEING
CHILDREN
HEALTH
NEONATOLOGY
DIFFICULTY
AUTONOMY
SCHOOL
TEACHER
NEUROPSYCHIATRY
GROWTH
MEDICAL
BOOKS
CHILDREN
PEDIATRIST
LOW STATUS
PSYCHOLOGICAL WELL-BEING
PSYCHOLOGIST
PSYCHOTHERAPIST
TOO HIGH
TOO LOW
SCHOOL
MEDIA EDUCATOR
STORIES
SMALL
BIG

13. Given the need to launch specific messages with the aim of arousing curiosity and interest and
lead users to go on the site to find more information, then seen the topics covered that, in some
respects, could also be frightening or complex, we decided to maintain the format of the column
called "the expert responds".
Through a series of banners published on social channels we have represented various common
questions/concepts/doubts about the growth of children and the various related issues (drafted
thanks to our scientific committee); then linking the various questions to the pages of the site with
the related answers and insights given by the expert.
For these messages we have tried to use simple but colorful/impactful graphics with the use of
direct questions and simple and common language. All this trying to generate interest and
"attract" users by making them aware of the messages proposed.
Realization Methodology

14. www.afadoc.it : social media fan base
5.502 followers
3.436 connections
130 subscribers
152 followers
128 followers
connections

15. Social media target
users aged 35 to 65+
users aged 25 to 34
users aged 16 to 45
users aged 25 to 49
users aged less than 35
connections

16. What is growth?
What is the genetic target? And how is it calculated?
How is the rate of statural growth assessed?
When is stature defined as normal and when is a child short in stature?
How can I measure my child's height?
At what age do you discover "short stature"?
What should a parent pay attention to?
What information does the pediatrician need x proper evaluation?
What should the pediatrician evaluate?
What are growth curves?
When is it necessary to perform in-depth diagnostics?
What is a karyotype and when is it required?
What is bone age?
How much time is needed for a proper augmentation assessment?
What affects growth?
What are the causes of short stature?
What is small child by gestational age (SGA)?
What is the child with intrauterine growth retardation (IUGR)?
What does a child with multiple pituitary hormone deficiency (MPHD) mean?
Does overweight affect growth?
Is there a suitable diet for the child?
What does the psychologist think about the emotional condition in the short child?
What is growth hormone?
When is growth hormone therapy useful?

19. THE SCOPE OF THE CAMPAIGN
PROMOTIONAL MATERIAL PRODUCED
24 expert tips made
(page + banner)
10,000 email
messages
sent
more than
400,000
people
reached
more than 240
posts in social
profiles
more than
20,000
interactions
with posts
more than 100
social stories
created
more than 3.5
hours of
webinars
conducted
over 100
webinar
participants
109 Italian cities of
origin of the members

20. WORD TAG CLOUD - WEBINARDAY PARTICIPANTS
Main topics of interest to participants:

21. TRAFFIC GENERATED IN THE WEBSITE CAMPAIGN
19,423 unique users
34,247 pages viewed
45.72% growth in users compared with the previous two months
51.71% user sessions compared with the previous two months
48.20% page views compared with the previous two months