real world takeaway strategies for successful partnerships
DESCRIPTION
Conference presentation by Claire Gill, National Osteoporosis Foundation, and Brian Loew of Inspire, on topic of online patient support communities and how nonprofit patient advocacy organizations are leveraging members to help further their mission. Gill and Loew discussed how pharma companies can connect effectively with nonprofit patient advocacy organizations.TRANSCRIPT
Real World Takeaway Strategies for Successful Partnerships
Claire Gill NOF Senior Director of Marketing
Brian Loew Inspire Chief Executive Officer
Presentation Overview
• Who we are • What makes online communities unique • When is the right time to partner • Where to start • Why it matters • How to leverage effective partnerships
About NOF • The National Osteoporosis Foundation (NOF) is
the leading health organization dedicated to preventing osteoporosis and broken bones, promoting strong bones for life and reducing human suffering through programs of public and clinician awareness, education, advocacy and research.
• Established in 1984, NOF is the nation's only health organization solely dedicated to osteoporosis and bone health.
What is Osteoporosis?
54 million Americans are affected by osteoporosis and low bone mass
The Impact of Osteoporosis and Bone Breaks
The Impact of Osteoporosis and Bone Breaks
Inspire Overview A social network, organized by health condition, that connects pharmaceutical companies with patients and caregivers in a safe, permission-based manner.
• 525,000* members (+12K/month)
• 207 health communities • 2,500,000 visits/month • 105 patient advocacy partners • 700,000 unique visitors/month • 6,376,000 posts (+4K/day)
* As of Sept. 2014
Inspire Patient Advocacy Programs
• Exclusive relationships with 100+ national patient advocacy organizations.
• Patient advocacy organizations provide authority and trust and play an important role in organic search and growth of members.
• For patients and caregivers (members), Inspire offers a high quality, health-focused, social network, organized by disease area
• For patient advocacy partners, Inspire offers a free, branded, online community platform
• For pharmaceutical companies, Inspire offers access to engage with members for clinical trial, market research, and/or marketing initiatives
Inspire & NOF
Inspire & NOF • 2.5+ million page views/year
• 560,000+ unique visitors/year
• 19,000+ registered members (organically growing at 500/ month)
• 3,400+ new discussions, replies, and journal entries/month
• 16,000+ (84%) have opted in to receive targeted offers
• 10,400+ (55%) receive a daily email from Inspire
Community Engagement • Advocacy
– Motivated, active audience
• Clinical Trials – Self-identified classification within a
disease group
• Research – Seeking information, want to be “in
the know”
Popular topics -- why members connect
• Treatment and medication • Supplements and vitamins • Postmenopausal issues • Medication side effects • Exercise & physical therapy • Diet and nutrition • Osteopenia • Clinical trials and research • Complementary & alternative
medicine
Case Study: Medicare Part D POPVOX.com is an advocacy platform that meshes legislative data with personal stories and public sentiment. Individuals can find information about bills pending in Congress and see what advocacy groups, trade associations and other issue organizations have to say on the issues. They can then write a more informed message to Congress, which is deliver to the appropriate Congressional office.
Mobilizing the Masses
• Within a Week: – Dedicated page hosting online tool for
consumer feedback – Eblasts to 70,000+ database – Call to action in e-newsletter to 45,000+ – Activated Inspire online community – Facebook, Twitter and LinkedIn updates
Widget on Website
Nationwide Response
NOF Community Response
Getting it Right
ü Planning
ü Details
ü Follow up
What’s At Stake • The number of adults over the age of 50 with osteoporosis or low
bone mass will grow dramatically: – 2010: 54 Million – 2020: 64.4 Million – 2030: 71.2 Million
• Medicare pays for about 80 percent of the broken bones that occur due to osteoporosis, making it one of the top 10 illnesses of highest cost to the Medicare system
• Approximately 10,000 Americans turn 65 every day; by 2030 1 in 5 Americans will be over 65
Human Impact • Worldwide a fragility fracture occurs every 3 seconds. • The number of osteoporotic fractures annually currently
exceeds the incidence of heart attack, stroke and breast cancer combined.
• Twenty percent of hip fracture patients die within the first year.
Building Effective Partnerships
1. Start early 2. Align with common goals 3. Secure leadership approval 4. Be transparent 5. Stay connected
Contact Us
Claire Gill Senior Director of Marketing
Brian Loew Chief Executive Officer