Campaign report

Digital Importation Program

Phase I Report

– 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

Summary

• 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

The Environment Before

AUDITCONTENT

DEVELOPMENT

DIGITAL

CHANNELSTARGETS

Identify willing voices &

channels to deliver

messages

• PSM members

• Blogs, online

magazines

• Other influential

voices with

deeper social

media footprints

Risk Reports1st edition focus: Parents

NABP ReportWith Importation Connection

Daily Relevant Items: News, photos, videos,

quotes, other content

Search Engines

Photo/Video Sharing

Social media

Mothers

Conservatives

Chronic

Disease Patients &

Providers

4

Program Approach

• 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

Program Timeline

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

The Infrastructure

7

Program Elements

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

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

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

Program Elements:


11

Program Elements:


• 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

Program Elements:


• Secured placement of expert guest column by PSM Board

Member Dr. Marv Shepherd on Parenthood.com, in weekly e-

newsletter and monthly digital magazine

Parenthood.com e-newsletter has a distribution of 75,000

13

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

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

Analytics:

Phase I

16

17

Twitter followers

Re-Tweets/Mentions by others

304

PRE-LAUNCH POST-LAUNCH

1,364 349% growth

Facebook post views

Bit.ly link clicks(Click-through to our content)

3,547

6/1/11 – 7/17/11

17,905

7/17/11 – 9/5/11

405% growth

15 145 867% growth

766/14/11 – 7/17/11

1,4747/17/11 –9/5/11

1,839% growth

The residual effect for PSM is also positive, as its presence has expanded, become more vocal and influential

Larger, Deeper Social Footprint

As more information was pushed-out on Twitter…

18

Social Footprint: Twitter

…the number of followers grew.

19

Social Footprint: Twitter

0

1

2

3

4

5

6

7

8

9

10

Me

nti

on

s

Date

Total Mentions

Our messages

are increasingly

resonating, being

shared by others

within their own

networks.

NABP report release

Launch

20

Risk report

Daily social sharing

Social Footprint: Twitter Engagement

Engagement: Clicks on our Content Links

21

0

200

400

600

800

1000

1200

1400

1600

5/26/11 - 7/17/11 7/18/11 - 9/5/11

Tota

l Clic

ks

Date ranges

1,839% growth

76

1,474

Content link example

Reaching Targeted, Influential

Audiences

22

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.

Moving the Dial: Impacting the Conversation

23

• 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.

0

100

200

300

400

500

600

700

800

6/1/11 - 7/17/11 7/18/11 - 8/31/11To

tal M

en

tio

ns

Date Ranges

Fake Online Pharmacies

Moving the Dial: Social Chatter

24

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

0

500

1000

1500

2000

2500

3000

6/1/11 - 7/17/11 7/18/11 - 8/31/11

Tota

l Me

nti

on

s

Date Ranges

Counterfeit Medicines

0

100

200

300

400

500

600

700

800

900

6/1/11 - 7/17/11 7/18/11 - 8/31/11

Tota

l Me

nti

on

s

Date Ranges

Medicine Safety

0

100

200

300

400

500

600

6/1/11 - 7/17/11 7/18/11 - 8/31/11

Tota

l Me

nti

on

s

Date Ranges

Medicine Importation

Moving the Dial: Social Chatter

26

Volume of Chatter

on Importation:

•352 mentions prior

to campaign launch

•567 mentions after

campaign launch

• Average: 35

mentions weekly

• Tone/sentiment is

more balanced

352

567

0

100

200

300

400

500

600

6/1/11 - 7/17/11 7/18/11 - 8/26/11

Me

nti

on

s

Keyword Group

Medicine Importation

6/1/11 – 7/17/11 7/18/11 – 8/31/11

61% increase in chatter on

importation in 6 weeks

Moving the Dial: Importation

27

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

• 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

12.60%

11.30%

55.60%

8.70%

11.80%

Sentiment (All Mentions)

Positive

Somewhat Positive

Neutral

Somewhat Negative

Negative

23.9% Positive/Somewhat Positive

55.6% Neutral

79.5% Balanced

1:1 Balance Between Negative/Positive

Moving the Dial: Importation

28

Chatter Examples

29

• 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

Impact on Influencers

30

0 10 20 30 40 50 60 70 80 90 100

ACLU

Think Progress

Angry Voters

Democratic Undergraound

AARP

Washington Post Opinions

Influencer Score

Sou

rce

Pre-Launch

Moving the Dial: Influencers

31

0 10 20 30 40 50 60 70 80 90 100

RX 360

Safe Medicines

Think Progress

Parents Magazine

Big Government

Never Fakes

Influencer Score

Sou

rce

Post-Launch

We are one of the top

influencers on our topics

Moving the Dial: Influencers

• 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

Social Footprint: Other Properties

• 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

Conclusions

Moving Forward:

Phase II

34

Moving ForwardPhase 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

Moving ForwardPhase 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

• 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

Legislative Readiness

• 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

Moving ForwardPhase 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

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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

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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

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Digital Importation Program

Phase I Report

Campaign report

Technology

Transcript of Campaign report