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Rx16 workshop 200_group_ppt
1. Using Digital and Social Media
to Influence the #RxProblem
Presenters:
• Rosemary Bretthauer-Mueller, Digital and Social Marketing
Lead, National Center for Injury Prevention and Control, CDC
• Erin Connelly, MPA, Associate Director of Communication,
National Center for Injury Prevention and Control, CDC
• Cassie Strawn, MA, Health Communication Specialist, National
Center for Injury Prevention and Control, CDC
A Centers for Disease Control and Prevention Training:
2. Disclosures
Erin Connelly, MPAff; Cassie Strawn, MA; and
Rosie Bretthauer-Mueller have disclosed no
relevant, real or apparent personal or
professional financial relationships with
proprietary entities that produce health care
goods and services
3. Disclosures
• All planners/managers hereby state that they or
their spouse/life partner do not have any financial
relationships or relationships to products or
devices with any commercial interest related to
the content of this activity of any amount during
the past 12 months.
• The following planners/managers have the
following to disclose:
– John J. Dreyzehner, MD, MPH, FACOEM – Ownership
interest: Starfish Health (spouse)
– Robert DuPont – Employment: Bensinger, DuPont &
Associates-Prescription Drug Research Center
4. Learning Objectives
1. Explain the value and use of general
communication principles, planning and tactics.
2. Demonstrate the basic processes of establishing,
maintaining and using social media channels.
3. Identify social media best practices, with
potential opportunities to expand knowledge
and refine use of channels.
4. Describe the application of social media to help
address public health issues.
5. Explain how to prepare to use social media to
impact the #RxProblem.
8. Nearly a half million
people have died from drug overdoses in the
United States from 2000 to 2014.
Americans die every day from an opioid overdose—
including prescription opioids and heroin.78
249 million
prescriptions were written in 2013—enough for
every adult American to have a bottle of pills.
9.
10. Opioid Abuse Related Health Issues
Resurgence of infections like Hepatitis C and HIV
among persons who inject drugs
Increased sexual risk behavior in youth who misuse and
abuse RX drugs
11. Reducing Viral Hepatitis Cases Associated
with Drug-Use Behaviors
To ensure that persons who
inject drugs have access to
viral hepatitis prevention, care
and treatment services, a
comprehensive approach is
needed, including:
– Regular HBV and HCV testing
– Rapid links to care and treatment
– Access to substance abuse
treatment, risk reduction
counseling and sterile injection
equipment
111
3
79
106
185
HIV-, HCV- HIV+, HCV-
HIV+, HCV+ HIV-, HCV+
HIV HCV Outbreak,
Scott County,Indiana,2014-2015
12. Non-medical use of prescription drugs
among adolescents
Preventing drug use among adolescents is a priority area for
the Division of Adolescent and School Health (DASH) at CDC.
– Substance abuse has been associated with behaviors that
increase the risk for HIV, sexually transmitted infections (STIs) and
pregnancy.
In 2011, DASH added a question to the National Youth Risk
Behavior Survey (YRBS) to determine prevalence of non-
medical use of prescription drugs among our nation’s high
school students.
Data from the 2013 YRBS indicate that about 1 out of 6 high
school students have used prescription drugs without a
doctor’s prescription.
13. Public health, law enforcement & communities working
together cut crash deaths by more than half...
We can do the same for overdoses
0
5
10
15
20
25
Deathsper100,000population
Motor Vehicle Traffic Drug Poisoning (Overdose)
14. CDC’s Science and Solutions
Protect the public by tracking
trends in the epidemic
Help states scale up prevention
efforts that work
Improve patient safety by
providing doctors with data and
guidance for evidence-based
decision-making
19. Health Communication Workshop Objectives:
Define health communication and convey its value
Understand where health communication fits as an
organizational strategy and as a public health
intervention
Discuss basic steps involved with executing a health
communication strategy
Identify the benefits of starting with social media
activities
20. What is Health Communication?
Using integrated strategies to design and deliver
messages to inform and influence individual and
community decisions that enhance health.
22. Health communication is more than just PSAs,
brochures, and presentations.
Information is giving out.
Communication is getting through.
– Sydney J. Harris
23. Setting the context: where does health
communication fit internally?
Think about your vision, mission and values.
24. Where does health communication fit internally?
Objectives
Strategies
Goals
Tactics
(The way it will be) (Bringing goals to life)
(Getting the job done) (The path to success)
25. Where does health communication fit externally?
American Journal of Public Health.2010 Apr; 100(4):590-5
Counseling and Education
Clinical Interventions
Long-Lasting Protective Interventions
Changing the Context
To make individuals’ default decisions healthy
Socioeconomic Factors
Increasing
Population
Impact
Increasing
Individual Effort
Needed
26. A Campaign That Targets Everyone Targets No One
No one has unlimited funds.
Can’t be everything to everyone.
Must prioritize goals, audiences, messages, channels.
Focus on a few things each year,
set realistic expectations, and plan
evaluation accordingly.
27. Now that we have a solid definition and
some valuable context…
Let’s get started.
28. National Cancer Institute: Making health communication programs work: A planner’s guide. Rev. ed.
1
2
3
4
29. Planning and Strategy Development
Review background information to define the problem:
what’s out there?
Set communication objectives: what do you want to
accomplish?
Identify primary (and secondary) target audiences: who
do you want to reach?
30. Developing and Pre-testing Concepts,
Messages and Materials
Develop and pretest message concepts: what do you
want to say?
Select communication channels: where do you want to
say it?
Select, create and pretest messages and products: how
do you want to say it?
31. Implement the Program
Develop a promotion and production plan: how do you
get it used?
Implement communication strategies: get it out there.
32. Assess Effectiveness and Make Refinements
Conduct process evaluation: tweak and refine.
Conduct outcome and impact evaluation: how well did
we do?
33. In Summary, Communication Efforts
Work Best When They:
Are integrated into a comprehensive program
Are based on audience research and pretesting
Achieve adequate message exposure
Make strategic use of earned and
social media
Leverage the power of good storytelling
34. Why focus on social media?
It’s accessible
It can be inexpensive
It has the potential for large viral reach with the right
content
It is not going away
37. Why Social Media for the #RxProblem?
It’s EASY. (Well…)
It’s FREE. (Or is it?)
You have the capacity to do it (Hmm…?)
38. It’s EASY. (Well…)
Make the case to your leadership
Have a plan
– If you build it, will they come?
– Listening
– Engaging
– Policies
39. Make the case: Who is using social media?
Everybody
76% of online adults use social media
– 72% use Facebook
– 28% use Instagram
– 23% use Twitter
– 31% use Pinterest
– 25% use LinkedIn
Everyday
Social media users are vigilant
– 70% of Facebook users use it daily
– 49% of Instagram users use it daily
– 36% of Twitter users use it daily
40. Make the case: It’s not just cat videos.
Got their news from Facebook
– 63% in 2015
– 47% in 2013
Got their news from Twitter
– 63% in 2015
– 52% in 2013
41. Make the case: What can it do for you?
Real-time events and info
Raise awareness
Connect with your audience
Expand your reach
Build new relationships
Foster conversations
Harness collective energy
Support victims, survivors
Respond to those in need
42. Have a plan: What do you want to accomplish?
First, which kind of social media
account is right for you?
– Who is your audience?
– What sort of information do they
want?
– What is their preferred social media
channel?
– What social media channel(s) can you
reasonably launch and maintain?
43. Have a plan: Which type of account?
Organization
Official voice
Organizational content
and security guidelines
Promote your success
Share expertise and
resources
Professional Individual
Face, name, voice
Personal, identifiable
Connect with emotions
Organizational
rules, nuances
44. Building Followers
Let your partners know where you will soon be on
social media
Pair the launch of your social media channel with a
major campaign, meeting, conference
Use other forms of communication to amplify your new
channel
– Email signature blocks
– Presentations
– Email / newsletters
45. Listen, Before You Speak
Find out who else uses your chosen
social media channel
Like and/or follow them
Who is already using social media
for the #RxProblem?
46. Listen, Before You Speak
Watch conversations about your organization/topics
– Note the questions, opinions, misinformation for content
opportunities
Subscribe to Lists from trusted
partners
Search relevant topics through
keywords and hashtags
47. Plan, Before You Engage
Types
– Likes
– Shares/retweets
– Comments
– Nothing/ignore
Process to triage/clear responses
Decision tree/criteria
– Positive or negative?
– Worth acknowledging?
– Appropriate to respond?
– Add value to conversation?
– Have the content to respond?
– Correct misinformation?
Observing
Following
Engaging
Endorsing
Contributing
48. Policies Are Part of Your Plan
Disclaimers
– External comments do not represent you
– Shares do not equal endorsements
Subject to FOIA notices
Maintain respectful environment by removing
– Hate speech
– Profanity, obscenity or vulgarity
– Defamation
– Name calling and/or personal attacks
– Comments whose main purpose is to sell a product
– Comments that infringe on copyrights
49. It’s FREE. (Or is it?)
Content development
Monitoring tools
Advertising
Staff resources
50. Content
It has to be compelling to build a following
People share when it makes them look:
– Funny
– First-to-know
– Smart…very smart
51. Content
If people are looking at Facebook or Twitter every day,
you need content every day.
You need more content than you think.
More than that even.
54. Keep This in Mind
Know what works on the
channel
Keep it simple
Watch your tone
Create ways for people to
engage
Use social media tricks and
tools
STAY ON MESSAGE
55. Keep This in Mind
Create ongoing, engaging
content
Dedicate resources to
create visual content
Create content that helps
build a community,
highlighting partners and
leaders in the field
Create crowdsourced
content through
coordinated events
59. Why Monitor and Evaluate?
Review what the audience wants and respond
Make data-based decisions
Gauge success
Improve performance of posts
Save cost, effective use of staff hours
60. What are we really measuring?
Exposure: Visits, views, followers, fans, subscribers,
brand mentions
Engagement: Clicks, retweets, shares, replies,
messages, posts, comments
Actions: Downloads, attendees, success stories, leads
Influence: Share of voice, sentiment, other influencers
61. Monitor to Know your Audience
Who are your followers and what do they want?
What brings in your audiences?
How much has your audience grown?
How do they respond to your content?
62. You have the capacity.
Get started in social media to your comfort level
Participate in your organization’s social media process
Follow your partners/professionals in the field
Follow/use professional events’ hashtags
Learn how you can benefit from tying your social media
presence your prevention
Assess your social media persona before reaching out
to a professional audience
64. Case Study: #RxProblem
Challenged to help reach influencers
No resources, short timeline
Sharable starter content
Decisions about audience, hashtags
One chance to launch
65. Intended Audiences
Who to engage online?
people whose lives affected
public health allies
coalitions and organizations
Who to influence?
influencers of safer prescribing
medical and health professionals
community leaders
66. Outcomes
Engage decision makers
Visibility
Volume
Tone
Quality, appeal
Create a feeling more
than educate
69. THANK YOU
#RxProblem
@CDCInjury
@DebHouryCDC
CDC.gov/DrugOverdose
CDC’s Injury Center Office of Communication
The findings and conclusions in this presentation are those of the authors and do not necessarily represent the views of the U.S. Department of
Health and Human Services, or the U.S. Centers for Disease Control and Prevention. Use of trade names and commercial sources is for
identification only and does not constitute endorsement by the U.S. Department of Health and Human Services, or the U.S. Centers for Disease
Control and Prevention.
70. Using Digital and Social Media
to Influence the #RxProblem
Presenters:
• Rosemary Bretthauer-Mueller, Digital and Social Marketing
Lead, National Center for Injury Prevention and Control, CDC
• Erin Connelly, MPA, Associate Director of Communication,
National Center for Injury Prevention and Control, CDC
• Cassie Strawn, MA, Health Communication Specialist, National
Center for Injury Prevention and Control, CDC
A Centers for Disease Control and Prevention Training: