The Promise of Participant Engagement

with Social Media

Leslie Hammersmith, MACancer Research Advocate

Senior Learning Technologies Manager and E-Learning Analyst

University of Illinois at Urbana-Champaign

August 2, 2013SoCRA Harnessing Social Media For Advances in Clinical Research

• 6 year breast cancer survivor• Senior Manager and eLearning Analyst

in higher education• Trained cancer research advocate

• AACR• Research Advocacy Network• NCCTG• Young Survival Coalition Research Think Tank• NBCC Project LEAD Institute

ENGAGEMENT 2.0

your topic goes here

• YOUR SUBTOPICS GO HERE

You are engaging with an audience that has an audience of audiences.

Public

Patient Communities

Followers and Friends

Me

THE CONVERSATION PRISMThe Social Landscape

Altimeter Group (by Brian Solis & JESS3)

Instagram

Evernote

KloutNike+ Facebook

tumblrblogger

Storifyreddit

Quora

DISQUS

livingsocial

Etsy

twitter

foursquare

goodreads

Yammer

WikipediaLinkedInYelpAngela’s List

Pinterest

YouTube

PreziSlideshare

Eventbrite

SpotifyPandora

UStream

3 Principles For Harnessing Social Media

Listening

Learning

Adapting

The Conversation Prism, The Altimeter Group, Brian Solis & JESS3, http://thenextweb.com/wp-content/blogs.dir/1/files/2013/07/TCP4.jpg

Engagement via Social Media

• Vision• Purpose• Value• Commitment• Transparency

70%

20%

10%

Typical Marketing Breakdown for Clinical Trials

Direct Mail Social Media Print & Broadcast Media

Does this still make sense?

From Institute for Health Technology Transformation, http://ihealthtran.com/wordpress/2013/07/infographic-how-to-engage-patients-online/

Social media by itself is not a strategy.

A healthy dose of social media

“How this survey was conducted: Mindset Digital LLC and the Ohio Hospital Association collaborated on this survey which was conducted through email with OHA members. We received responses from officials representing 84 hospitals, which represents more than half the OHA member hospitals. No information about individual hospitals or systems will be released as part of this survey.”

Source: http://ihealthtran.com/images/INFOGRAPHIC-A-Healthy-Dose-of-social-media-HealthIT-Infographic.jpg

Hospitals are devoted to social media.

Relationships are top priority.

Social media is typically a part-time responsibility.

Source: http://ihealthtran.com/images/INFOGRAPHIC-A-Healthy-Dose-of-social-media-HealthIT-Infographic.jpg

More dedicated staff.

More time.

More money.

Source: http://ihealthtran.com/images/INFOGRAPHIC-A-Healthy-Dose-of-social-media-HealthIT-Infographic.jpg

Facebook Twitter YouTube LinkedIn Blogging Pinterest Google+

Building relationships.

Sharing news.

Reputation.

Connecting with patients.

Sharing health info.

Source: http://ihealthtran.com/images/INFOGRAPHIC-A-Healthy-Dose-of-social-media-HealthIT-Infographic.jpg

STRATEGIES FOR CONNECTINGParticipant Engagement

Social media is not static.

Authenticity

Education

Relationships

Cliff Mintz, “Social Media’s Impact On Clinical Trial Enrollment “, http://www.lifescienceleader.com/magazine/past-issues3/item/3584-social-media%E2%80%99s-impact-on-clinical-trial-enrollment

“Significant gains only when the general public’s understanding about the importance of clinical research is vastly improved.”

ExampleWisconsin Equine Clinic & HospitalFacebook – Weekly “What’s Your Diagnosis?”

In the right direction

In order to have Participant Engagement,harness being a ‘Social Business’.

Learn Presence Engagement

Staff: part-time, consultant

Do: Pilot some stuff

Learn

listen

Understand how

patients use social

channels

Staff: Dedicated Manager

Do: Start some campaigns for sharing content.

Presence

Share, Grow

Prioritize strategic goals where social can have the most impact.

Dialog, directly support customers, and set transactional expectations.

Engagement

Critical element of relationship building

Staff: Social Strategist, small dedicated team

Do: Look for more engagement opportunities to introduce value into the community.

Engagement

Relationship building.

Dialog, directly support

customers, and set transactional

expectations.

The road map to successful participant engagement with social media means developing a strategy,

a personality, and investing time, resources, and value creation in a

social media presence.

Step-by-Step

1. Build a foundation.

2. Listen and participate.

3. Gain followers by adding value.

4. Generate buzz and provide the community an opportunity to share authentic stories of people getting better by participating in clinical trials.

5. Monitor channels.

THANK YOU

Leslie Hammersmith@piaffeatxlhammersmith@yahoo.comThis presentation on Slideshare at http://www.slideshare.net/lhammersmith

August 2, 2013SoCRA Harnessing Social Media For Advances in Clinical Research

Clinical Trials of Texas, Inc. on Pinterest (cttexas12)