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.
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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.
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
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
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