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AGENDA
• Pitt+Me® Program Overview• Social Media• Technology Platform• Questions?
IMPROVING HEALTH THROUGH RESEARCH
The Clinical and Translational Science Institute (CTSI) is an integral part of a National Institutes of Health (NIH) nationwide network that provides the support necessary to bridge the gap between innovative approaches to research and effective clinical and public health practice and policy
RESEARCH RECRUITMENT CHALLENGES
19% of trials didn’t recruit enough participants• Wastes money• Wastes time• Opportunities lost
Source: Applied Clinical Trials 2015
REGULATORY ENVIRONMENT
• Institutional review board (IRB): a committee that approves, monitors, and reviews research that involves humans
• Protects the rights and welfare of participants
• Patient recruitment materials are heavily regulated
WHAT IS PITT+ME®?
• Multimedia campaign designed to engage the public and increase participation in research studies
• Based on human-centered design in conjunction with marketing/design partners Wondros
PITT+ME COMPONENTS
Pitt+MeRegistry
New website
Enhanced study
descriptions
Researcher videos
NewsSocial media
Advertising
Prescreening
WHAT IS THE PITT+ME REGISTRY?• Registry: database of people who provide
information and agree to be contacted about study opportunities• Participants can find out about currently
recruiting studies (access to 238 active studies; 292 different conditions)
• University of Pittsburgh/UPMC research teams can list their studies for FREE (access to 100,000+ participants)
PITT+ME REGISTRY STATS
PARTICIPANTS: 113,370ADULTS 86,256
CHILDREN 27,114
REFERRALS SENT TO STUDIES 49,200
(as of 4/14/2017)
www.pittplusme.org
• Graphics• Enhanced study
descriptions• Videos• Researcher
biographies• “I’m Interested”
PITT+ME ONLINE STUDY ADS
PLAIN LANGUAGE
CLINICALTRIALS.GOV COMPARISON
Nitrite Supplements for Heart Failure Study (Daniel Forman, MD)
ClinicalTrials.gov Pitt+Me
RESEARCHER VIDEOS
TRADITIONAL & ONLINE ADS
WHAT IS SOCIAL MEDIA?
Interactions among people creating, sharing, and exchanging information and ideas in virtual communities and networks.
Pew Research Center
WHY SOCIAL IS IMPORTANT
7 in 10 Americans use some type of social media to connect with one another, share, and engage with news content.
@PittPlusMe
• 64% own a smartphone
• 62% use their phone to look up health information
• Access social media via mobile only:
• 80% of Twitter users• 50% of Facebook
usersPew Research Center
@PittPlusMe
WHY MOBILE IS IMPORTANT
@PittPlusMe
SETTING UP ACCOUNTS
• Reserve real estate• Build profile content• Design graphics• Customize settings
INTERNAL PROCEDURES
• Drafting content• Review and approval process• Response tools
• Decision tree• Message matrix
Threat Level Definition Report to Examples
HIGH System hacker IT, leadership, IRB Channels taken over by hacker
Medium Negative comments
Leadership, advisoryboard
“I hate your organization!”
low Spam Leadership as needed
Automatic follows on new accounts
@PittPlusMe
CONTENT LIBRARY
@PittPlusMe
Infographics Personal stories Videos
Statistics Local activities Community partners
Published articles Current events Photos
BUILDING A NETWORK
• Identify accounts to follow• Trusted sources• Social influencers• Other organizations
• Interact on other pages• Engage your audience• Share content• Connect with social media managers
@PittPlusMe
SOCIAL STRATEGY, TIPS, AND TRICKS
• Educate and talk about shared interests• Build relationships and trust• Ask to take action and amplify• Follow appropriate rules and regulations• Be a part of the conversation• Keep posts short (consider mobile users)• Ask questions!• Monitor your feed and respond to comments• Refer to yourself as WE rather than I• Remember: engage, engage, engage!
@PittPlusMe
TWITTER• 400+ followers• 273,237 impressions• 725 retweets• 121 mentions
ACTIVITY TO DATE
FACEBOOK• 1,100+ followers
@PittPlusMe
So far in 2017, our highest performing post was one of our Pitt+Me videos which reached 2K people.
Since launch, our highest performing research study post reached 1.8K people.
Our highest performing post to date is a custom designed Pitt+Me graphic that reached 16K people.
Click the
button to be contacted about participation.
Navigate to the study page on the Pitt+Me website.
See study post on Facebook and click the short URL for more information.
Information is sent to the Pitt+Me screening office.
A screener from our office contacts the individual to collect more information. Potentially eligible participants are referred to the study team.
TECHNOLOGY PLATFORM• User interface layer
• public facing website (www.PittPlusMe.org)• web based application for study teams and admins
• Application layer• ASP.NET MVC application using C#.NET• custom services for mailing, data import, etc.
• Database layer• SQL Server back-end for Pitt+Me data• integration with i2b2 platform for EMR data
PARTICIPANT PORTAL
HEALTH PREFERENCES
54 high level adult & pediatric research areas239 detailed health/disease-specific categories
ELECTRONIC MEDICAL RECORD DATA• Possible because of partnership with UPMC,
our university-affiliated medical center• Can access outpatient data from Epic (medical
record system)• Studies are tagged with inclusion/exclusion
diagnosis codes (ICD-9 or ICD-10) and compared to participant EMR data• inclusion - must have this diagnosis to participate• exclusion - can't participate if have this diagnosis
90,161 UPMC patients (79.5% of all Pitt+Me® participants) have consented to the use of EMR data for study matches
(as of 4/14/2017)
EMR DATA WAREHOUSE PLATFORM
STUDY MATCH ALGORITHM• Proprietary algorithm generates study matches
for participants, weighted by:• Demographics (age, race, gender)• Health preferences• Electronic medical record (EMR) data
• Letters/emails with study matches are sent to participants on a regular basis
• Screening office uses weighted matches during phone screening to make referrals to study teams
Average number of study matches per participant = 30
STUDY MATCHES - LETTERS
LETTERS: MAILING SOFTWARE• The US Post Office offers discounts for bulk mail that is
pre-processed by the sender
• Pitt+Me® integrates with vendor mailing software to:
1. reduce returned/undeliverable letters by using• automatic address validation• National Change of Address (NCOA) database
2. reduce the amount of postal processing by• assembling trays pre-sorted by zip code• adding Intelligent Mail Barcodes to letters• uploading mail.dat to post office website
Average cost before usage of mailing software = $0.55/letterAverage cost of mailing pre-sorted bulk mail = $0.38/letter
(31% reduction)
STUDY MATCHES - EMAILS
EMAILS: MARKETING SOFTWARE• Pitt+Me® integration with marketing vendor to
send emails allows:
1. collection of useful delivery metrics, e.g.• # emails delivered• # emails bounced, dropped, reported as spam
2. tracking valuable recipient actions, e.g.• if email was opened• if links were clicked (e.g. “Learn More”)
Since Pitt+Me launched in August 2016...555,642 Study Alert emails were successfully deliveredresulting in 475,360 emails being opened (85.6%)and 47,481 "Learn More" button clicks (10.0%) (as of 4/14/2017)
Click the
button to be contacted about participation.
Navigate to the study page on the Pitt+Me website.
Click Learn More button in Study Alert email
Information is sent to the Pitt+Me screening office.
A screener from our office contacts the individual to collect more information. Potentially eligible participants are referred to the study team.
ONLINE SCREENING
REFERRALS
STUDY TEAM PORTAL
PITT+ME GROWTH
4147
2226
9478
4206
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
# participants contactedscreening office
# participants referred tostudies
Before Pitt+Me After Pitt+Me*
*Comparison of pre-launch Sept 2015 – Jan 2016 and post-launch Sept 2016 – Jan 2017
SOCIAL MEDIA GLOSSARY
GENERAL Engagement: The combined total of interactions (fan posts, comments, and likes on our content). Engagement can be
measured for both specific posts and published content as a whole. This is a good metric to understand ability to capture
audience’s interest.
Hashtag: A word or phrase preceded by a hash or pound sign (#) and used to identify messages on a specific topic.
Month over Month (MoM): Reflects the change in the value of a specific metric as a percentage of the previous month’s
value.
Social Media Influencer: A user on social media who has established credibility in a specific industry. Has access to a
large audience and can persuade others by virtue of their authenticity and reach.
FACEBOOK Follow: Following an account allows the user to see updates from the followed account in the users own feed. When
you like an account you automatically follow that account. However, you can follow an account without liking the page.
Impression: The number of times content associated with our page is displayed. Impressions can be paid for via ads or
are earned organically.
Like: Represented by the thumbs up symbol, a Like implies that a Facebook post resonated with a reader and that he or
she appreciates the content. When a user likes our page and/or our content, that piece will appear in the user’s
Timeline and maybe appear in the Newsfeed.
Newsfeed: A perpetually updating list of content on a user’s home page, including status updates, photos, videos, links,
app activity, and Likes from people, Pages, and groups that a user follows or likes.
Reach: The total number of unique users who have seen our content. Our reach can be measured for both specific posts
and published content as a whole.
Share: This feature allows users to share a specific post with their friends. Users may comment on a post before they
share it on their own timeline, group, or private message.
Timeline: A place where a user shares their own posts, experiences, activity, and events.
TWITTER Follower: A follower is user that has followed another account to receive their Tweets in their Home timeline.
Impression: The total number of times a tweet was delivered to a unique Twitter stream. Impressions can be measured
for both specific posts and published content as a whole.
List: A list is a curated group of Twitter accounts generated by a user. You can create your own lists or subscribe to lists
created by others. Viewing a list timeline will show you a stream of Tweets from only the accounts on that list.
Mention: Mentioning other accounts in your Tweet by including the @ sign followed directly by their username is called
a “mention.” Also refers to Tweets in which your @username was included.
Retweet: A Tweet that you forward to your followers is known as a Retweet. Often used to pass along news or other
valuable discoveries on Twitter, Retweets always retain original attribution.
SOCIAL MEDIA PLATFORM DETAILS
PLATFORM Site Focus Content to Post Tips + Best Practices
Social utility that allows
users to connect with
friends and family and
share and express what
matters to them.
Announcements and
updates
Share educational
information, articles, links
Storytelling
Short videos
Use images and video as much as possible
Share information from other accounts
that you follow so they are more likely to
promote your content
Consider your audience, use emotional
appeals
Social platform used to
share quick, frequent
messages (Tweets), which
may contain photos,
videos, links and up to 140
characters of text.
Short announcements and
updates
Links to articles
Images that tell a story
Time sensitive pieces
Appeal to share
Use photos and videos to make your
tweets more engaging and shareable
Create a hashtag for your project to make
it easy to find
Follow hashtags and trending topics (ex:
#Pitt)
Ask people to retweet. Add “please RT” to
the end of every tweet
Professional social
networking site that
allows users to connect
with colleagues, get
industry insights, find
professionals in the same
industry, etc.
Share information about
your project
Make announcements and
ask for support
Share news and articles
Contribute to discussions
within groups
Begin building your network early
Join LinkedIn groups related to your topic
and become an active part of the
community by commenting and sharing
Encourage discussion around your topic
Social sharing site that
allows users to share
pictures and videos
Images
Videos
Post photos that show your team actively
working on your project
Share pictures that tell a story about your
business
Entertainment, social
networking, and news
website. Members submit
content (text posts or
links). Users vote content
“up” or “down” to
determine location.
Project information
Responses to posted
content
Links to other content
Pictures
Videos
Content entries are organized by areas of
interest called subreddits (ex: /r/Pitt and
/r/Pittsburgh). Use these to join
communities of like‐minded individuals in
relevant subject areas.
Ask questions and participate. Promptly
answer questions.
Google+
Social network organized
by Circles (different types
of relationships, not
simply "friends")
Photos
Announcements and
updates
Share educational
information, stories
General outreach
Hangouts as a possible perk
