1 Creating Change Through Social Media Educating on Policy Empowering your Voice. Engaging Individuals. Amy O’Connor Lilly Digital Government Affairs August 2013

2 Because of the real-time nature of social media and its ongoing, random display of brief content from individual users, the content of status updates and other posts cannot be anticipated in advance. The display of this third-party information during training sessions should not be interpreted as an endorsement of such content. Content Notice

3 THE SOCIAL MEDIA LANDSCAPE

4 Socialnomics

5 19% in % in 2009 The internet is a driver in informing and shaping policy issues Source: Edelman Capital Staffers Report, 2011

6 Digital Advocacy is on the rise and shaping policy Since 2009, there has been a 30 point increase in senior staffers around the globe who consider social networks to be effective 60% of these staffers first learn about an issue online 1/3 changed their position on a policy issue based on the information they read online Source: Edelman Capital Staffers Index, 2011

7 Turning Online Engagement into Offline Activism Source: PEW and Mashable, 2012

8 EDUCATE, EVOLVE, ENGAGE, EMPOWER

9 Our Mission Champion the public policies necessary to ensure individuals have access to the safe, effective, and breakthrough medicines of today and tomorrow.

10 Our Mission

11 Why digital engagement? 11 Digital and social engagement is changing how we operate in the world. It is about people. It is about transformation. It is about collaboration. It is about YOU.

12 How do we do this? Educate stakeholders on our public policy priorities Empower your voice in the health care debate Engage policymakers in a substantive and bipartisan dialogue to achieve our policy objectives Evolve our efforts using technology.

13 But what does this really mean? Championing public policies to improve health. Demystifying D.C. acronyms that have great impact on patients. Letting people know what we’re advocating for and (more importantly) why. Giving a voice to you!

14 Talking about the issues Access to Medicines Safe and Effective Medicines Future Medicines Improving Public Health Examining the public policy steps necessary to improve public health, ensure patients have access to medicines, and that medicines are safe and effective, while continuing to invest for future medicines.

15 Demystifying Acronyms

16 Target: Don’t be all things Political & Policy Legislators Bureaucrats Staffers Think Tanks Political Organizations Media Journalists Bloggers Digital Organizations Advocacy Professional Societies Business Coalitions Trade Associations NGO’s Individuals Providers Patients Caregivers 1.Listen 2.Learn 3.Discuss 4.Shape

17 Message: Have a focus Medicare Part D Affordable Care Act PDUFA V MODDERN Cures Alzheimer’s

18 Messaging: Have a perspective Part D offers comprehensive, affordable prescription drug coverage for over 4 million African American senior. Part D works especially well for African American seniors who receive extra help. Changes in Part D could negatively impact African American seniors and contribute to poorer health outcomes.

19 Resources: Provide valuable content

20 Diversify: Demonstrate breadth of impact

21 Diversify: Build Coalitions

22 Amplify: Tell the story

23 Amplify: Use new platforms

24 Calls to Action: Ask people to engage

25 Engage: People will respond The Question:The Result:

26 Engage: Your voice matters most Stay Informed: Sign up for CMM’s list. Follow us on Twitter and Facebook Share with others: Send information about CMM to your colleagues, members, friends and neighbors. Lend your voices to the debate: Help CMM identify people willing to share their personal stories about Medicare Part D Help organize an event on the importance of protecting Medicare Part D Write an official letter to members of Congress and U.S. Senators to tell them your position on Medicare Part D Set up meetings with your member of Congress and U.S. Senators to discuss the importance of protecting Medicare Part D

27 QUESTIONS? Amy O’Connor