Sara LathamCommunications Director
Vincent MalangaCIO
AGENDA
• COPD Foundation background and context
• Evolution of Foundation and changing needs of people we serve
• Genesis of COPD360social
• Timeline
• Technology considerations
• Planning and recruitment
• Questions and feedback
The COPD Foundation’s mission is to prevent and cure chronic obstructive pulmonary disease
(COPD) and to improve the lives of all people affected by COPD.
COPD360socialCOPD360research
Patient-Powered Research Network - integrated registry
and research platform
Online social engagement, education and collaboration
EVOLUTION
CHANGING FACE OF OUR COMMUNITY
• COPD no longer a “disease of
the elderly”
• COPD affects more women
than men
• Most of our community uses
some form of social media on
a daily basis with Facebook
being the modality most
commonly used
• Individuals wanted a place
where they could go and
connect with others that went
beyond traditional listserves
SOCIAL MEDIA ENGAGEMENT SURVEY
• Conducted April 2014
• 137 respondents
• 72.3% patients
• 17.5% caregivers
• 10.2% know someone with COPD
• Much more engaged with social media than we had thought
• Read blogs on health a few times a week for information
• 86% were extremely or somewhat likely to join an online community
CHANGING FACE OF OUR COMMUNITY
CHANGING FACE OF OUR COMMUNITY
CHANGING FACE OF OUR COMMUNITY
CHANGING FACE OF OUR COMMUNITY
COPD360social
GOALS OF COPD360SOCIAL
• Provide an interactive community
platform for patients, family members,
caregivers and medical professionals
• Build a community of empowered and
engaged patient advocates
• Add a social and dynamic element to
www.copdfoundation.org
• Increase SEO through frequent
crowdsourced updates
• Support recruitment of
COPD360research
• Contribute to our understanding of COPD
TIMELINE
• Spring 2014 – discussion internally about how best to engage
our community and tie together research and social platform
• June 2014 – environmental scan of community and due
diligence
• July – October 2014 – customization of COPD360social
• August and September 2014 – development of guidelines,
seeded content, Q&A, recruitment and promotional materials,
graphic identity
• October 2014 – webinars to partners, dissemination of social
media toolkit to partners, population of site with content
• November 19, 2015 – Launch on World COPD Day, press
release via BusinessWire
TECH/POLICY CONSIDERATIONS
• Determination of which community features to include
• Don’t want to overwhelm members with too much functionality
• Keep conversations in a single location
• Identification of a community manager
• Relates well to others, is “one” of them
• Knowledgeable on subject matter
• Willing to consistently review analytics to improve content moving forward
• Development of guidelines, privacy policy and rights and responsibilities
RECRUITMENT
• Identification of key influencers
• Key to ask early for support and early participation to spark conversation
• Conduct training webinars to introduce influencers to site in advance of launch
• Creation of seeded content
• Three months of seeded content developed
• Site was populated with robust content in advance of launch
• COPDF staff given concrete instructions and deliverables
PROMOTION
• Launched during World COPD
Day
• BusinessWire press release
• E-blasts to community through
newsletter
(approximately 50,000)
• Articles in COPD Digest and
Lung Health Professional
• Banners on COPDF website
• 3 month social media editorial
calendar
WHAT DOES COPD360SOCIAL LOOK LIKE NOW?
• As of September 14, 2015: 7,385 registrants
• 20% caregivers, family members or friends
• 35% healthcare providers or medical affiliates
• 45% COPD patients
• Continually adding new members
• Enhancements planned for 2016
• Paid advertising to launch in Q3/Q4
CONTACT INFO
• Questions about strategy, marketing or recruitment• Sara Latham
• Questions regarding technology, enhancements or integration• Vinny Malanga
COPD Foundation website:
http://www.copdfoundation.org/
Visit the DNN website for further information
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