Millennial Activation in
Immunotherapy
Our focus to strategize and target millennials
“Develop a marketing campaign across PESO (paid, earned, shared and owned) media to drive awareness for CRI and increase the
level of donations made by millennials.”
Media & Engagement
Olivia Zucosky
Planning Lead, Healthcare Intern
Dylan Stuart
M & E,Healthcare Intern
Daniel Ayersman
Analytics,Analytics Intern
Michael Capone
Digital & Analytics, Analytics Intern
Digital
Content & Consumer Experience
Danielle Hay
PMO,Healthcare Intern
Taylor Murphy
CCX, Digital Services Intern
Andrew Petro
Account Lead,C&S Intern
Tania Soto-Lopez
Analytics, MDigital Life Intern
Mackenzie O'Holleran
Analytics, Analytics Intern
Meet the team
Agenda
• Executive Summary• Meet the Team • Cancer Research Institute (CRI): Your
foundation• CRI: Your comprehensive digital landscape• Twitter• Facebook• Instagram • The Millennial Generation
• ALS Ice Bucket Challenge• Data Analysis Plan • Analytics Methodology • Key Analytic Findings
• CRI Millennial Campaign: #SwipeOrStripe• Campaign Advertising
• Focus of communication• Call to Action • PESO Strategy • Building Relationships with Key Influencer • The Problem• Engagement between Immunotherapy & Millennial
Influencers • Top Influencers • Engagement Strategies • Wrap up • Sources
Cancer Research Institute (CRI): Your foundation
• Dedicated to funding cancer immunotherapy research, which uses the immune system's power to conquer all cancers
• World’s only nonprofit organization dedicated to immunotherapy
• Depends on generous support from individuals, corporations and foundations
• More than 88 cents of every dollar donated goes directly to cancer research
IMMUNOTHERAPYCURE NOT
REMISSION ALL CANCERS TRUST + TRANSPERENCY
BREAKTHROUGH TREATMENT
CRI‘s Five Established Messaging Pillars:
Identified bloggers and journalists with strong social channels as primary immunotherapy influencers
Who: Science experts or reporters covering data and government in timely news updates
Few cancer advocates
CRI focused on driving engagement across all channels but largely on earned and shared
Sponsors: CRI sponsors post on social channels to drive engagement
Social Channels Online Conversation CRI Influencers PESO Model:
Your comprehensive digital landscape
Solid foundation of followers:11K + Twitter Followers48K+ Facebook Likes217K+ YouTube views
Twitter: Visual content addresses broader issues in cancer awareness and immunotherapy. Inspirational content, facts, specifying cancer type and broader community mention performs bestFacebook: Content speaks to patients, other cancers, World Cancer Day, and finding a cureAudience: Twitter followers are diverse: a mix of the general public, healthcare professionals, advocacy organizations, healthcare providers, healthcare institution and media followers
Primarily on Twitter and online news
Tweets focus on campaigns and specific donations rather than awareness for CRI’s mission Platforms: Twitter = 28%Online news = 72%
Visual content is high performing
10 retweets7 favorites
9 retweets3 favorites
Narratives outperform pharma driven posts
54 likes32 shares
“@Amber this is what type I’ve had…”
36 likes16 shares916 views
411 likes77 shares
New and growing fast
Patient stories14 likes
Visual data13 likes
Engaging content22 likes
Not reaching millennials
The future is in the hands of 19 to 36 year olds
25%of the U.S. Population
21%Of consumer discretionary purchases
46%Have 200+ Facebook Friends
46%Post original content such as photos and videos online that they created.
40%Want to be entertained by brands
56%
Are early adopters of technology
http://www.millennialmarketing.com/who-are-millennials/
HALF Would rather spend their $
towards a company that supports a cause
Driving the market with two billion dollars of spending power
Millennials care about nonprofits
Have connected with nonprofit social media in the last year
73%volunteered for a nonprofit in 2012
60%liked it when nonprofits shared stories about the people they help
69%Are most likely to donate when they feel inspired by the organization
80%Like it best when organizations have mobile-friendly website
40%Are gave amounts between $1-50
http://casefoundation.org/wp-content/uploads/2014/11/MillennialImpactReport-2013.pdf
“Millennials like to see where their $ is going”
51%
A millennial campaign that worked: ALS Ice Bucket Challenge• Chris Kennedy was the first participant that referenced ALS
• Kennedy selected ALS because a relative was suffering from the disease
• Kennedy posted this video on July 15, 2014
• They used the hashtag #StrikeOutALS
• ALS Association raised $15.6 million between July 29 and Aug. 18, compared to $1.8 million during the same period last year
“Thanks @JonBullas. You're up next @KevinAylwin, Jeanette Senerchia and @mattdodson7 #IceBucketChallenge http://youtu.be/WpJCWjs6kYA”
• Encouraged positive social proofing: Peer pressure in its most positive form, promoting widespread good deeds
• Involved new members of the community: Millennials and Generation Z used their social media habits for the greater good
• Fun, humorous and silly challenge: Got people excited about participating
• Press and celebrity involvement: News outlets extensively covered the success of this campaign and celebrities participated
ALS Ice Bucket Challenge: Take aways• Today’s craze: The fad-like nature of the campaign is not a
sustainable solution to fundraising • May disengage regular donors: Neglecting regular donors may
hurt long-term fundraising efforts
• It’s slacktivism: It required little time or involvement—there was no long-term commitment to the cause
Pros Cons
Communal GroupBill Gates Ellen Degeneres/ Kim Kardashian
Oprah
What did we learn? Lets look at the data
Analyze Millennial Influencers
and Millennial Population
Discover what they are talking about and who
is talking
Inform Strategy
Apply analytic findings to build a campaign to raise awareness and
donations for CRI among the millennial population utilizing
top online influencers
Focus Messages
Identify and craft content that has a consistent focus of
communication across the promotional mix
Engage Influencers
Establish a relationship with the Millennial population through
top online influencers and utilize them when campaign launches to
drive brand engagement
Data analysis plan will inform your strategy plan
Analytics methodology : Quantitatively grounded
Data Collection Database Creation Ranking Software Influencer Analysis Report
(3) Data collection from millennial database
(2) Generate immunotherapy keywords
Database analyzed related to…
(1) Identify how Millennials talk and engage on social media 800+ Authors identified
74 individual posts of relevant content identified
TOP 15 Millennial influencers are identified
• Number of followers• Relevancy• Engagement in
conversation• Current integration in
healthcare ecosystem• Ran though custom search
TOP 25 Influencers that were previously identified are used as the main drivers of the immunotherapy conversation
Data Sources: Custom Search, Google, Sysomos, MDL Toolbox, 2014 CRI Meme
Campaign must be sharable and quickly
perceivable.
800 millennials engaged in the immunotherapy conversation through retweets or shares, never through their own generated content.
Only five top millennial influencers were connected to the top immunotherapy influencers. The population of millennials is connected to the immunotherapy conversation by the 4th or 5th degree
Millennials are engaged in the broader cancer conversation and engage through local fundraising events.
Message must be powerful enough to
bridge the gap.Target at the local level
Key analytics findings to drive campaign
Activate millennial engagement through #StripeOrSwipe
What: Campaign targeted at increasing millennial’s brand awareness and engagement with CRI
Where: Designed to break through advertising clutter and social media noise, and establish a
foothold in the millennial market
When: September – “Back to school” season
Why: To create buzz about CRI and immunotherapy among millennials to increase awareness and
donations
How: Paint two white stripes on
your face or swipe to donate to CRI
Olivia Zucosky
Example posts to drive #StripeOrSwipe
Example posts to drive #StripeOrSwipe
Focus of communication
“Providing the millennial generation… (enabling the target market to make an impact with a fluid and efficient donation platform)
“Providing the millennial generation the weapon to conquer cancer”
the weapon… (the most pioneering cancer treatment that harnesses the immune system’s power)
to conquer cancer” (ensuring that donations help the treatment to cure cancer reach the patients sooner)
Create a sustainable call to action
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Millennial conversation surrounding local fundraisers
Conversation among millennials spiked during college dance marathons
TREND
An integrated PESO strategy will drive millennial engagement
PAID EARNED SHARED OWNED
Build relationships with key influencers
• What we know: Top influencers focus on technology • What we want: Utilize technology aspect
• How do we do this?• Build online relationships with key influencers
• Consider topics that would be mutually beneficial and interesting• Find creative way to engage with influencers• Listen and understand their online presence• Provide them with exclusive information
Overall Rank Name Outlet Overall Score
1 Damian Garde FierceBiotech.com 100
2 Ben Hirschler Reuters.com 98.21
3 Gina Kolata Nytimes.com 95.47
4 Alice Park Time.com 90.02
5 Matthew Herper Forbes.com 88.25
6 Adam Feuerstein TheStreet.com 85.17
7 Caroline Copley Reuters.com 84.13
8 Bill Berkrot Reuters.com 82.62
9Dr. Anna
Azvolinsky The-Scientist.com 79.29
10 Scott Seaman Examiner.com 79.16
11 John CarrollFiercePharma.co
m 78.76
12 Peter Loftus Online.WSJ.com 77.09
13 Kate Kelland Reuters.com 74.97
14 Ransdell Pierson Reuters.com 74.2
15 Bonnie Rochman Nytimes.com 74.04
Overall Rank Name Outlet Overall Score
16 David Wainer Bloomberg.com 73.89
17 Hester Plumridge Online.WSJ.com 71.96
18 Robert Langreth Bloomberg.com 70.96
19 Laura Stampler Time.com 68.95
20 Denise Grady Nytimes.com 68.94
21 Elizabeth Cohen CNN.com 68.32
22 Anna Edney Bloomberg.com 66.39
23 Rachael Rettner LiveScience.com 64.87
24 Ben Fidler Xconomy.com 63.64
25 David Sobek TheStreet.com 61.51
*Source: 2014 CRI Meme
The Problem: The influencers are not millennials
Tactical engagement between immunotherapy and millennial influencers
Millennial Influencers only
have a direct connection to
immunotherapy influencers on
Single Channel Connection
The top Millennial influencers have
diverse social media followings which allow them
to reach numerous market segments
Diverse Followings
Majority of top Millennial
influencers that are connected to the immunotherapy conversation are scientific/health
journalists or bloggers
Credible
Top Millennial influencers have
infrequent engagement with media influencers
Sporadic Engagement
Tactical Engagement Insights of the Millennial Influencers
Top millennial influencers engaged in the immunotherapy conversationOverall Rank Name Handle Score
1 Lauren Goode LaurenGoode 100
2 Jay Yarow jyarow 98.56
3 Lora Kolodny lorakolodny 94.31
4 Katherine Meyer kkmeyer 91.05
5 Han Ma han_ma 85.62
6 Charlene Ngamwajasat doctorcharlene 84.28
7 Sangwon Yoon sangwonyoon 80.24
8 Arielle Duhaime-Ross ArielleDRoss 76.79
9 Deborah Findling dfindles 73.34
10 Nichole Elizabeth NikkiElizDemere 69.89
11 Charlene Ngamwajasat doctorcharlene 66.44
12 McComming victoria_m0 63.00
13 Darin S. Lory unixgod 59.55
14 mig30m6 mig30m6 56.10
15 Monica CrazyGG429 52.65
#1 Lauren GoodeRe/codeInfluencer Analysis Score: 100.00
35.6K Followers
About Lauren:Lauren Goode is managing editor for Re/code. She specializes in consumer technology, with a focus on new tech product developments and technology trends and issues, commenting on technology’s impact in the medical field as well. Why should CRI care? Lauren is in touch with new products and innovations, demonstrating her ability to connect with millennials who are often technologically inclined, always looking for the latest service or app.
#2 Jay YarowBusiness Insider Influencer Analysis Score: 98.56
About Jay:Jay Yarow is the executive editor of Business Insider, focusing on technology and innovation. He has written various articles discussing health and technology, and the ways in which the two go hand in hand by looking at new medical technology and startups attempting to find the cure to cancer. Why should CRI care? Jay would be a beneficial influencer as he aligns technology with medicine, providing a comprehensive analysis of new innovations in both fields.
“Part of the reason cancer patient data isn't used is because only ~4% of patients are on clinical trials. Clinical trials are used because they can be controlled and outcomes can be compared. The risk for Flatiron is that it's collecting a messy bunch of data that may be messier and harder to interpret.”
“By one estimate, the global mobile health market is expected to hit $49 billion by 2020, driven simultaneously by smartphone adoption (and other wearable sensors) and by increasing health-care costs. The same report says that rising incidences of chronic diseases such as cancer, heart ailments and diabetes are also a key contributor to growing demand.”
Quote: Quote:
18.9K Followers
#3 Lora KolodnyWall Street JournalInfluencer Analysis Score: 94.31
12.9K Followers
About Lora:Lora Kolodny is a reporter for the Wall Street Journal, based out of San Francisco, specializing in stories regarding tech startups, venture capital, angel investing, accelerators, crowdfunding, marketplaces, innovation, travel tech, emerging industries, and relating issues impacting startups. She has a solid grasp on the tech world that influences many millennials daily lives. Why should CRI care? Lora represents the “quintessential millennial”: she embraces everything tech, is always chasing the next big app, and has an affinity for pop culture, making her a valuable resource to reach out to her millennial followers who appreciate the same things.
“My stories show how and why companies grow, fail or fight to survive. My obsessions are: emerging industries like crowdfunding, advanced science and tech as it's getting commercialized, as well as e-commerce, fashion, food, travel and transportation, and anything that's potentially great for the environment”
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About Katherine:Katherine Meyer is a People Services coordinator at DaVita Kidney Care in Dallas, Texas. DaVita is a Fortune 500 company that provides a variety of health care services to patient populations, treating patients with chronic kidney failure and renal disease. She has a love of science and is interested in the expansion of women in both science and tech. Why should CRI care? Katherine is a millennial with a passion for healthcare. As an employee in the healthcare system, she looks toward new advancements in the industry, and has the ability to promote advancements and awareness to millennial followers.
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358 Followers
#4 Katherine MeyerServices Coordinator at DaVita Kidney CareInfluencer Analysis Score: 91.05
“I am a millennial with a penchant for freedom, politics, activism, current events, and science.”
#5 Han MaTaylor Strategy Influencer Analysis Score: 85.62
About Han: Han Ma works as a digital strategist at Taylor Strategy in New York City. He also writes blog posts for the company, covering topics such as tech and social media. However, Han is also influential as a fundraiser and community activist as we was Print Media Relations Captain in charge of promoting Penn State’s IFC/Panhellenic Dance marathon, which raised $13,026,653 in the fight against pediatric cancer. Why should CRI care? Han has experience with fundraising, millennial engagement, and has a connection to CRI’s mission.
“With the day and age now, viral marketing is on the frontier. A celebrity helping us generate awareness for our cause is really momentous"
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2,760 Followers 871K Followers
About Charlene: Charlene Ngamwajasat is a clinical Informatics Specialist at The Fund for Public Health in New York. She also runs her own independent blog, and her posts have been published in AlleyWatch and The Healthcare Blog. Charlene’s main interests include utilizing technology in relation to medicine and learning and discovering new concepts and ideas of medicine.Why should CRI care? Charlene’s medical background and interest in health technology make her a valuable influencer for immunotherapy technology and research.
#6 Charlene Ngamwajasat Blogger and Clinical Informatics Specialist Influencer Analysis Score: 84.28
“I am interested in new technologies inside and outside of health. I am interested in innovation and the cross-pollination of ideas. I am interested in patient experience and care as well as ways of improving physician quality of life and work flow, I am interested in medical education”
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Create Engaging Content to Share via Social Channels
• Continue to share visual content
• Explain where the money directly goes• Millennials value transparent nonprofits
• Share inspiring patient stories that resonate with millennials• Utilize existing content: “30 Days, 30 Stories”
• Engage with followers that actively interact with CRI
How to Engage?
“So true, lost my great grandmother and my
father to cancer”
Drive Content on Owned Channels
• Keep website up to date
• Blog Content• Guest blog from Millennial influencers• Utilize existing content: “30 Days, 30 Stories”
• Enhance mobile friendly website “Carley, 19, was just headed off to college when she learned her cancer had returned”
Promoted and paid content – extend beyond 1st degree
Recommendations to keep conversation going
• Promote sponsored posts and paid advertisements on popular social platforms
• Paid advertisements that partner with millennial driven companies
• Partner social channels to target most influential millennials
• Celebrity endorsements
to make a difference
• Millennials respond to an individual call to action
• Use traction from #SwipeOrSwipe and initiate Giving Tuesday
• December 1 , donate $1 because you are all it takes to make a difference
NEIt only takes
Sources
• http://www.millennialmarketing.com/who-are-millennials/• https://www.flipcause.com/blog/als-ice-bucket-challenge/• http://time.com/3136507/als-ice-bucket-challenge-started/• http://www.zimconsulting.net/the-mini/the-ice-bucket-challenge• http://www.wsj.com/articles/charities-seek-their-own-ice-bucket-1408407006• http://casefoundation.org/wp-content/uploads/2014/11/MillennialImpactReport-
2013.pdf• CRI #StripeorSwipe Advertisement Courtesy of: Mollie Ableman