SoCRA Harnessing Social Media Workshop 2013 - Patient Engagement
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The Promise of Participant Engagement with Social Media Leslie Hammersmith, MA Cancer Research Advocate Senior Learning Technologies Manager and E- Learning Analyst University of Illinois at Urbana-Champaign August 2, 2013 SoCRA Harnessing Social Media For Advances in Clinical Research
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Leslie Hammersmith slides from SoCRA's Harnessing Social Media to Improve Clinical Research workshop, August 3-4, 2013.
Transcript of SoCRA Harnessing Social Media Workshop 2013 - Patient Engagement
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)
Evernote
KloutNike+ Facebook
tumblrblogger
Storifyreddit
Quora
DISQUS
livingsocial
Etsy
foursquare
goodreads
Yammer
WikipediaLinkedInYelpAngela’s List
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@[email protected] 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)
