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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:
Risk Reports: Parents
11
Program Elements:
Risk Reports: Parents
• 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:
Risk Reports: Parents
• 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
39
Moving ForwardPhase II: Potential Program Items
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
40
Moving ForwardPhase II: Potential Program Items
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
41
Moving ForwardPhase II: Potential Program Items
Digital Importation Program
Phase I Report