Cullari Communications Global

1. 1
VIRTUAL ADVOCACY IN THE AGE OF COVID-19:
A D V O C A C Y
ASSESS the current
needs and challenges in
the advocacy community
in real time
YOU can maintain and
expand relationships
through social media
channels and provide
timely and relevant
patient-centered
information that
resonates
DEVELOP digital advocacy
plans appropriately using
social media and other
technology-driven tools
to execute
VIRTUAL engagement with
stakeholders reinforcing
your empathy and
unwavering commitment to
innovations, the patient
community and supply
chain concerns
OPTIMIZE digital advocacy
tactics with intelligent and
timely data to maintain
momentum to meet
patient and business
objectives
COMMUNICATE patient
and carer insights back
to the business
AMPLIFY messaging,
reach, feedback and
urgent calls to action
CONNECT key opinion leaders
directly with patients and carers in
times of crisis to better direct
resources to achieve goals

2. 2
©2020 Vertex Pharmaceuticals Incorporated
The executable creative concepts behind – My
Disease. My Numbers. My Value. – focus solely in
the virtual space through use of social media and
digital tools to enhance the message delivery
and overall advocate engagement.
Concepts to be employed:
 Content-Specific Microsite with online
petition and data-integration.
 Digital videos from User Generated
Content (UGC) stories within CF
community. (5-6 ideally to get started)
 Virtual Advocacy Toolkit
 Social Advertising & Lead Generation
Campaign (Digital Video &/or Display) –
Facebook, Instagram, and/or Twitter.
 Creation & Setup of Facebook Group
(create, cover photo, profile picture,
copy for initial page, strategic
recommendations)
Draft mock-up of microsite
Sample digital ads – BEF
or community anchor
SAMPLE MICROSITE CREATIVES

3. 3
Total Engagements shows
spikes in activity by day
during the 60-day audit
Heat Map shows greatest
concentrations of online
chatter on the subject area
Total Volume shows
spikes in activity by day
during the 60-day audit
KEY TERMS
Volume Data: Total # of posts
Engagement Data: Total # of
likes, shares, comments, etc.
Audience Reach:
Total potential impressions
among social media users
For each section of the audit, there are 3-4 summary slides
highlighting the activities during the 60-day time period
through visual / graphic analytics followed by slides of
post highlights.
AUDIT ANALYTICS & KEY TERMS

4. 4
3 UNDERSTANDING THE ONLINE ENVIRONMENT
Strategic listening
across social media platforms provides a deeper
understanding of what is being communicated –
both positive and negative – across therapeutic
areas by patients, advocacy organizations,
policymakers and online opinion leaders.
THIS DATA IS INVALUABLE to cross functional
teams – effectively extending reach and enabling
increased bi-directional insight sharing in more
regions and with more people.
IN THE RARE DISEASE SPACE,
Understanding
the social media
narrative is even
more critical as online
communications have
become the major conduit
for information sharing and
communication.
Social media has fundamentally changed how we communicate – how
we share information, listen to patients, gain insights into their needs,
promote missions and business objectives, and organize call to actions.

5. 5
5 EMBRACING CARERS: CREATING SURROUND SOUND