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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5

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25Motor Vehicle Traffic Drug Poisoning (Overdose)

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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.

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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: