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Using Digital and Social Mediato 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:
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
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
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.
Erin Connelly Rosie Bretthauer-Mueller Cassie Strawn
Introductions
Agenda
2:00 pm: Surveys; Introductions; Opioid Overdose Epidemic Overview; Health Communication Basics; Discussion & Questions2:50 pm: Break
3:00 pm: Survey results; Social Media: Basics to Best Practices; Case Study: #RxProblem; Discussion & Questions3:50 pm: Break
4:00 pm: Small group exercise; Discussion & Questions4:50 pm: Wrap up
OPIOID OVERDOSE EPIDEMIC
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 millionprescriptions were written in 2013—enough forevery adult American to have a bottle of pills.
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
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
379
106
HIV-, HCV- HIV+, HCV-HIV+, HCV+ HIV-, HCV+
HIV HCV Outbreak,Scott County, Indiana, 2014-2015
Non-medical use of prescription drugsamong 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.
Public health, law enforcement & communities working together cut crash deaths by more than half...
We can do the same for overdoses
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1998
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2002
2004
2006
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2012
0
5
10
15
20
25Motor Vehicle Traffic Drug Poisoning (Overdose)
Dea
ths
per 1
00,0
00 p
opul
atio
n
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
State Actions Show Promise
Using Communication to Raise Awareness
And to Promote Solutions
www.cdc.gov/drugoverdose
HEALTH COMMUNICATION BASICS
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
What is Health Communication?
Using integrated strategies to design and deliver messages to inform and influence individual and
community decisions that enhance health.
Health communication helps us confront overwhelming public health challenges.
Health communication is more than just PSAs, brochures, and presentations.
Information is giving out. Communication is getting through.
– Sydney J. Harris
Setting the context: where does health communication fit internally?
Think about your vision, mission and values.
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)
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 ContextTo make individuals’ default decisions healthy
Socioeconomic Factors
Increasing Population
Impact
Increasing Individual Effort
Needed
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.
Now that we have a solid definition and some valuable context…
Let’s get started.
National Cancer Institute: Making health communication programs work: A planner’s guide. Rev. ed.
12
34
Planning and
StrategyDevelopme
nt
DevelopingAnd
PretestingConcepts,Messages,
and MaterialsAssessing
Effectiveness
and Making
Refinements
HealthCommunicatio
nProgram
CycleImplementi
ngthe
Program
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?
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?
Implement the Program Develop a promotion and production plan: how do you
get it used? Implement communication strategies: get it out there.
Assess Effectiveness and Make Refinements Conduct process evaluation: tweak and refine. Conduct outcome and impact evaluation: how well did
we do?
In Summary, Communication EffortsWork 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
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
Questions?
SOCIAL MEDIA: basics to best practices
Why Social Media for the #RxProblem? It’s EASY. (Well…) It’s FREE. (Or is it?) You have the capacity to do it (Hmm…?)
It’s EASY. (Well…) Make the case to your leadership Have a plan
– If you build it, will they come?– Listening– Engaging– Policies
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
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
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
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?
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
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
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?
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
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
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
It’s FREE. (Or is it?) Content development Monitoring tools Advertising Staff resources
Content It has to be compelling to build a following People share when it makes them look:
– Funny– First-to-know– Smart…very smart
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.
What are people looking for on social media?
What are people looking for on social media?
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
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
Monitoring Tools
Free Kinda free Not free
Monitoring Tools
Free Kinda free Not free
Monitoring Tools
Free Kinda free Not free
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
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
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?
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
#RXPROBLEM: getting started
Case Study: #RxProblem Challenged to help reach influencers No resources, short timeline Sharable starter content Decisions about audience, hashtags One chance to launch
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
Outcomes
Engage decision makers Visibility Volume Tone Quality, appeal Create a feeling more than educate
Questions?
SMALL GROUP EXERCISE
THANK YOU
#RxProblem @CDCInjury @DebHouryCDC CDC.gov/DrugOverdoseCDC’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.
Using Digital and Social Mediato 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: