Inside the Influence Newsletters

Justin Bieber and Influencer Relations

andrea — Tue, 07 Feb 2012 18:10:52 +0000

Recently, Klout (a company that measures online influence) released a list of the most influential topics and people of 2011. So who topped the charts? According to Klout, Justin Bieber followed by Lady Gaga and Lil Wayne are the world’s most influential people.

But wait – before you ask the Bieb to help you with regulatory issues at the FDA or to live-tweet a meeting with healthcare providers – let’s take a step back and look at the different types of influence and what they can achieve.

Influential people tend to fall into one of two categories:

Thought Leaders are those influencers who generate new ideas. Thought Leaders are credible experts with the ability to initiate and shape dialogue – the architects of change.
Accelerators are those who have a large audience, but typically are citing other sources. They maintain the interest of large groups of people by honing an awareness of popular culture and conversation, echoing ideas from external sources that resonate with their audiences. Biebers, if you will.

So how do we effectively leverage the Accelerators to do their thing? And how do we measure it?

While not complicated, these answers involve more than just the number of people who “follow” them via a blog, Facebook, Twitter or other platform. Message-spread comes from increasing the number of people who embrace an idea and share it. Powerful Accelerators develop messages that are re-tweeted, re-posted and re-written with fresh perspective. Great influence inspires dialog.

Identifying the most influential Thought Leaders requires an analysis of citations and audiences over time. Over the last year, JPA has been using social network analysis (a technique used by sociologists to study the movement of ideas through a network of people) to map how health topics are discussed and impacted. This capability allows us to see which Thought Leaders are cited most widely within specific audiences (scientists, health policy advocates, medical professionals, etc.). We can also identify which Thought Leaders have the ability to reach across audiences to change conversations.

That said, if your goal is a public education campaign and you want to quickly spread a message online, then you should focus on finding a highly ranked Accelerator. (If you can get Justin Bieber – go for it.) But if you are focused on influence, take a moment to learn about the tools that can help you target and measure. It may not make you a teen pop sensation, but it will get the job done.

Making the Most of Awareness Days

berna — Thu, 08 Dec 2011 21:43:30 +0000

What’s the fastest way to kill your pitch? Start it by saying “I’m calling because next month is National Fill-in-the-Blank Month!”

Yes, disease awareness observances are important. These dates present an important opportunity for patient advocacy groups to host educational forums, organize screenings and generate needed conversations about warning signs and symptoms of diseases and conditions. Incorporating a media push is a logical extension of that strategy.

But, while an awareness month might sound like a slam dunk opportunity to pitch a story, keep in mind that awareness in itself is not a story. Nope. Not even close.

So, when your organization’s favorite month rolls around, be sure to base your media approach in the same rules of communication that are in force the other 11 months of the year.

Be current: There are many ways to do this, for example, root your conversation in the latest research findings, methodologically sound survey results, discussions around new screening or treatment recommendations, policy issues that affect access, or issues that uniquely impact specific subpopulations.
Go beyond the traditional: Be sure to integrate social media with your traditional media outreach. We also recommend tapping into your network. Think about the partnerships you have, or could be building, to expand the reach of your messages.
Bring the right ingredients: Time-starved journalists appreciate the efforts of PR pros. Often they will look to you for compelling spokespeople, solid data and, most importantly, the authentic patient voices.
Don’t sit on news: News is only news for a moment, so strike while the iron is hot. If an issue emerges in your bailiwick, take a position. The opportunity will have passed if you save it for an upcoming awareness month.

Should you mention the awareness day or month when talking to reporters? Sure, simply because the reporter should have all the facts. But if you can’t answer the question “Why is this important to my readers – today?” then you’re not ready to make the pitch.

How to Make a POINT with Policymakers

jpa — Wed, 26 Oct 2011 21:27:11 +0000

Health advocates play an important role in influencing legislative and regulatory change to improve the lives of patients living with disease. While some non-profits thrive in the policy space, for others it can be a daunting task. That’s why JPA developed the P.O.I.N.T. methodology for engaging these important influencers.

Personal: Writing letters and making phone calls can be effective, but scheduling time to walk the halls of the Capitol – whether in Washington, DC or in Columbus, OH -- to meet with your legislators face to face will leave the strongest impression. Remember, your legislators and their staff are quite busy, so your presentations should be personal and concise.

One at a time: As a patient advocate, there is probably a lot you want to accomplish in a short amount of time to help your constituents. But if you’re new to the policy world, it might be best to focus on just one goal. Start by listing all of your objectives, narrow these to the top three and build your advocacy platform around these key targets. Make sure you define clear action steps for legislators to support your cause.

Information: While you may have a compelling personal story that illustrates the need for policy change, it is important to support your proposed policy positions with credible information. Wherever possible, use scientific data, studies and reputable publications to support your standpoint.

Network: Since you can’t meet with legislators every day, look for ways to get involved with policymakers. Many health-related local, regional and national agencies have public boards and committees with patient advocacy representation. Serving in this capacity provides you with an opportunity to raise your policy agenda and network with others in the policy world.

Thoughtful: It might seem like common sense, but you will be most successful if you engage the right policymaker. For example, give careful thought to identify representatives with the most seniority on committees focused on your key policy issues. Target your outreach based on each policymakers’ personal interest and expertise.

The P.O.I.N.T. methodology is an important part of JPA’s Public Policy services. Whether you want to reach policymakers, consumers or medical professionals, it’s critical to leverage the right influencers in the right way to convey your message.

Roadblocks to Information Exchange

jpa — Wed, 31 Aug 2011 20:08:27 +0000

There's no question that non-profit organizations are looked to by many - patients, journalists and even policymakers - as a source of credible, relevant information. Forward-thinking pharmaceutical companies understand this and often seek patient advocates as partners for education and awareness.

So, why is it that Industry and advocates alike routinely cite information exchange as one of the biggest hurdles to working together? Where's the roadblock?

The truth is that both parties are sometimes hamstrung by barriers that inhibit the timely exchange of information. Here are a few tips to help keep the information in the fast lane:

Recognize the guardrails

It should be no surprise that there are rules around information exchange between advocacy groups and Industry. While information exchange in North America is relatively clear (you can look to PhRMA guidelines and the FDA for guidance), many nuances exist globally and can vary from country to country.

Use the fast lane

To be effective, advocates require timely information (to answer questions from their constituents and media). As often as possible, Industry should make advocates a priority audience, even if it requires the use of a confidentiality agreement.

Consider the alternate routes

Around the globe, Internet availability can sometimes be spotty. Be sure to consider information vehicles that live both on- and offline.

The most important thing to remember is that good relationships are built on honesty and trust. Communication between Industry and advocates should always be transparent, honest and straightforward. Learn more about the rules of the road for advocacy relations.

Can Social Media Measurement Be Meaningful?

ken — Mon, 18 Jul 2011 19:40:18 +0000

Ask anyone if social media has changed the way we communicate and they’ll say yes. But ask them how to measure the impact of social media and you’ll hear a range of answers.

One response is counting volume of likes, followers or website hits – commonly known by web developers as “How Idiots Track Success.” In recent years, there’s been a drive to go beyond simply quantity and measure quality. It’s not just “how many people?” but rather “how many people did what you wanted them to do (such as buy, donate, join, converse). While industry standards for social media measurement are still evolving, here are three important questions to ask to ensure meaningful metrics:

1) How can I make them love me?

While many may “like” you on Facebook, are these people really engaged? Consider your goal (e.g. donations, letters to Congress or answering survey questions) and tie measurements to end result.

2) Who am I really trying to reach?

If your target audience is anyone and everyone, then by all means, look at what is “trending” on Twitter as your measuring stick. But more often than not, our clients want to reach the influencers who lead the discussion within a segmented audience (health providers, cancer patients, journalists, etc.). This requires a deeper analysis which starts with identifying where your audience is concentrated within social media platforms.

3) Who are the real influencers?

When measuring influence, most organizations look at how the message spreads (followers, friends, etc.) which is a great indicator of who amplifies and expands the audience. The best way to find those with the most influence is to look at the source of the messages – the video, the news article or the blog post that started the thread that is being discussed in social media.

We’re always happy to share more information on how to measure your campaign. Go ahead…just ask us.

Don’t be fooled. Graphics like this (aka “word cloud”) have virtually no meaning and only serve to highlight the arbitrariness of each of the trendy words it contains.

Six Tips for a Good Healthcare Press Release

jpa — Thu, 28 Apr 2011 16:29:48 +0000

Is the press release dead? If you are a PR industry watcher, you’ve seen an “is too, is not” debate rage around this question. From our experience, most reporters continue to look to press releases for information and story ideas. However, standards in the industry are high and if you are going to use a press release as a tool, it has to be done well.

This is especially true of healthcare communications. In this arena, PR pros must be provocative (to break through the clutter) while maintaining credibility, transparency and relevance. What are the right ingredients to ensure your release hits the mark?

Make it “here and now”
This sounds like PR 101 and yet it the most common error communicators make when drafting a press release. Give reporters the relevancy and timeliness they crave. Short cuts for success include: trends that can be documented, new studies or changing healthcare policy.
Cite quality researchWith a 24-hour news cycle, journalists have little time to hunt for credible statistics or data to support a story. These “numbers” strengthen your story by illustrating disease burden, the impact of breakthroughs, rampant myths and misunderstandings. Remember to clearly source your data to help reporters verify the information.
Include expert voices
Surveys consistently show that most healthcare professionals are highly regarded and hold a great deal of public trust. Key opinion leaders give your release relevancy and credibility, so consider carefully those medical experts who can fill this role.
Bring it home
Beyond statistics or studies, what people remember most is a good story. Patient stories can be hard to find, so be judicious in leveraging them. Reporters are unlikely to spotlight a patient story that’s already been included in a press release.
Provide next steps
Make your content useful and direct readers to resources for more information. In the biz, we refer to this as the “call to action.”
Think about how news is found online
Smart use of keywords throughout the release (particularly in the headline) will enhance your search engine optimization (SEO). Carefully choosing these terms and selectively weaving them into your release will help reporters, bloggers and consumers/patients find your information and drive traffic to your website.

The press release may not be dead, but it’s easy for most to end up in a reporter’s “deleted items” box. By investing the time to craft quality releases and including the right ingredients, you can help reporters cut through the clutter and quickly understand why your issue matters to their readers.

Will Faster Be Better? FDA-CMS Parallel Review

jpa — Fri, 25 Feb 2011 05:00:00 +0000

Over the last several months many of our clients have asked about parallel review. This is a summary of what all healthcare influencers need to know.

On September 17, 2010, the Food and Drug Administration (FDA) and the Centers for Medicare and Medicaid Services (CMS) announced they are considering a voluntary process for parallel review of medical products and their intent to plan and launch a pilot program with medical devices to test the process. As device companies are currently in the process of signing up for the pilot, we estimate a launch time for early 2012.

A parallel review process would allow CMS to begin consideration of a request for national coverage determination (NCD) before the FDA has completed its review of a product’s safety and effectiveness – currently the FDA and CMS review processes are sequential. This is the crux of the change. Which begs the question… will parallel review be faster and better for everyone? The agencies state that establishing parallel reviews “will serve the public interest by reducing the time between FDA marketing approval and CMS NCD.”

Typically after manufacturers receive FDA approval for a new product, they fret over whether insurance companies will reimburse for the product. Medicare’s coverage decisions often guide the private insurance industry’s decisions on whether to pay for new medical products – so there is some concern over whether a parallel could impact Medicare NCDs, which could affect patient access (pay attention advocates).

Implementing a parallel review process will not likely have immediate effect on product coverage or access; however, it has the potential to impact how and when new devices, drugs and biologics enter the market in the future. Although the goal of accelerating patient access to innovative medical products is in line with the interests of public health, it is unclear whether a joint FDA-CMS parallel review process will expedite patient access to these products.

The agencies requested public comments were due December 16, 2010. They asked for comments specifically on what types of products would be appropriate for parallel review, what procedures should be developed, how a parallel review process should be implemented and other operational issues. Manufacturers, patient groups, and other stakeholders will have another opportunity to influence the process after the release of any draft guidance. So ask yourself… how does parallel review impact your constituency, then join the conversation. There is still time.

New Year, New Site

jpa — Thu, 13 Jan 2011 23:57:23 +0000

January is such a fun month. As an agency, we put into action fresh, new communication plans for our healthcare clients.

But what about us? Unfortunately, each and every year we pledge to “treat ourselves like the client” by sharing what’s new, relevant and interesting about JPA only to have it fall by the wayside.

So, we thought we’d start the new year right by showcasing the “Top 5” features of our new website.

You can find what you’re looking for. In fact, we used eye-tracking technology to test and evaluate the effectiveness of the design. Plus, the site is fully compliant with Section 508 and WCAG 2.0 guidelines, making it accessible for people with disabilities.
Content is offered in multiple formats to encourage participation. Have you seen the JPA video on the homepage?
It’s optimized. That’s right… SEO and SMO.
Information is seamlessly shared with social media platforms (i.e., Facebook, LinkedIn, Twitter).
iPad users love us. Our site is designed for mobile and tablet devices, enabling users to easily view and navigate pages.

Take a moment and explore our new site. We’d love to hear what you think.

Hmmm. It’s kinda fun being the client.

Why Higher-Quality Healthcare Depends on Effective Communications

kathy — Tue, 30 Nov 2010 20:32:09 +0000

Healthcare reform has dominated headlines for the better part of a year, but one particular component of reform has received somewhat less attention: comparative effectiveness research (CER).

Defined by the Institute of Medicine as "the generation and synthesis of evidence that compares the benefits and harms of alternative methods to prevent, diagnose, treat, and monitor a clinical condition or to improve the delivery of care...to assist consumers, clinicians, purchasers and policy makers to make informed decisions that will improve healthcare at both the individual and population levels," CER received billions in funding from the 2010 Patient Protection and Affordable Care Act. Health reform legislation mandated the creation of the Patient-Centered Outcomes Research Institute (PCORI), a public-private partnership charged with overseeing CER implementation.

So what does this have to do with communications? Well, if CER is integrated into our healthcare delivery system well, it can have a positive impact on quality and value in healthcare. However, without clear, consumer-friendly communication about CER, what it is and how it will be implemented, it may falter. Last year's fallout around the U.S. Preventive Services Task Force's (USPSTF) revision of national mammography screening guidelines is a prime example of the stakes involved.

The way CER will be integrated into America's health strategy is still being shaped. If it is to be well-received and truly serve the goals of advancing healthcare quality, the communications lessons learned from the mammography debate must be applied.

Engage consumers: In addition to key industry stakeholders, consumers and patients must engage and be engaged in discussions that impact access to care. These discussions need to translate into helping patients make well-informed decisions about their care.
Focus on quality: Communications around CER must focus on improving healthcare quality; framing CER as a way to control costs and allocate "limited resources" can be perceived as care rationing.
Recognize healthcare providers as influencers: Healthcare professionals may be the gatekeepers to CER success or failure and need to be engaged. Research featured in the October issue of Health Affairs showed that patient acceptance of CER largely hinged on their perception of acceptance among healthcare providers.

The October 2010 issue of Health Affairs was dedicated to CER and includes a rich array of content and analysis. For those who want to stay up-to-date on the evolving CER landscape, the National Pharmaceutical Council* has just launched a free daily newsfeed. You can view the feed or sign up for email alerts on NPC's website.

* Disclosure: NPC is a client of JPA

Alternatives to the Press Release

kathy — Wed, 01 Sep 2010 04:00:00 +0000

Research shows that despite the explosion of news sources available online, most original reporting still comes from traditional media – newspapers, television and radio. That means getting a journalist to cover your organization is still one of the best ways to distribute your message to key audiences.

One of the most commonly used tools to share information with the media is the press release. But just like any tool, the press release isn’t always the right tool for the job. In fact, some believe the press release has become obsolete and that outlets like Twitter are better ways to deliver your news.

In today’s digital landscape, there are many vehicles available for spreading the word, including: media advisory, statement, video, white paper, letter-to-the-editor, blog, social media venues like Twitter and Flickr.

So next time, before you default to the press release, ask yourself the following questions:

Is it news? While many organizations use the press release to “go on the record” with a perfunctory statement, these are not the releases that drive news. Reporters want to learn something today that they didn’t know yesterday.
Does it tell a story? Press releases should be written like newspaper articles, with an intriguing headline, a compelling lead, credible experts, solid statistics and an explanation of why the story is relevant to various audiences.
Is there a consumer news hook? Press releases are not just for reporters, but thanks to the Internet, they can reach your key audiences without being filtered through a reporter. However, the same rules apply. In order to grab attention, you need good ingredients: new information, a controversial topic, providing a human face to a complex story and an expert or celebrity perspective.

If you answered yes to any of these questions, then a press release is likely a good way to distribute your news. However, that doesn’t mean you can’t utilize other media relations tools. Graphics, such as photos, charts and video clips, can help flesh out a press release and ensure you are telling your story to harried reporters in the most compelling way possible.