Social media focus: Astellas Patient Advocacy Summit 2017

Jun 1, 2017
Social media focus: Astellas Patient Advocacy Summit 2017

With more than 100 stakeholders from the healthcare world, including leading voices from the patient advocacy, healthcare and pharmaceutical sector, this year’s Astellas Patient Advocacy Summit caused quite the stir on social media.

In this article, we examine some of the key topics of discussion, influential users and examples of good Twitter usage throughout the event.

Key statistics

Between March 27 and 31, the Summit’s official #ChangeTogether hashtag was mentioned 211 times across all forms of social media. Of these, 201 mentions were made on the day of the event.

This activity generated 80,193 total impressions and 1,112 engagements in the form of clicks, likes, comments and shares. Conversation sentiment was largely positive or neutral.

Key topics of discussion (note: larger words in the word cloud represent higher volumes of use)

The official hashtag for the Summit was #ChangeTogether which naturally was the most used term throughout the day. Outside of that though, there are several interesting terms that were prominent. Perhaps not surprisingly, ‘patient’, ‘patients’ and ‘advocacy’ were featured in abundance as this was the focal point of the discussion.

However, other terms such as ‘development’, ‘quality’, ‘measures’ and ‘outcomes’ were also common – again highlighting some of the key topics of debate – along with specific presenter names ‘Winton’ (Jeff) and ‘Furlong’ (Pat), each of whom delivered insightful and inspirational presentations during the day. Also notable are words of positivity – such as ‘can’, good’ and ‘better’ – which reflect the day’s overall optimism.

Most influential posts

The most influential posts were similar in their structure. Like the examples given below, the majority of tweets leading to some form of engagement either featured an image of the speaker, a quote or a short impactful summary of what had been said. All three aspects make the posts highly easy to agree with and therefore engage with, in turn making it more likely for them to be shared or retweeted.

Most influential users

The most influential users of social media at the Summit were Kim McCleary, Managing Director of FasterCures, Karl Uhlendorf, Director of Communications & Advocacy at Astellas, and not-for-profit patient organization Patient Empowerment Network.

All three were particularly active during the event, utilizing the aforementioned strategies of visuals, powerful quotes and short, digestible summaries. In additional, all engaged significantly with others at the event – a great tactic to heighten visibility to other attendees.

What can we take from this?

Posts that gathered the most attention were those that included succinct, relevant information in the form of imagery and snappy quotations. In addition, an image and a quotation always make a post more visually appealing and therefore likely to incur high click rates and a greater chance for sharing.

The liberal use of an event’s official hashtag is another great way to remain visible to those also in attendance, as well as those who were unable to attend yet interested in the subject. And this activity – coupled with a high level of engagement with other social accounts – dramatically increases both visibility and influences. These practices are a good rule of thumb for any patient advocacy organization looking to increase their presence at a major conference.

Social media focus: Astellas Patient Advocacy Summit 2017

Astellas Patient Advocacy is a function within Corporate Affairs at Astellas that focuses on creating, building and maintaining third-party relationships. We serve as a conduit between Astellas and external stakeholders to help improve patient outcomes, improve access issues and address patients’ unmet needs head on.