Patient Engagement through Social Media for Clinical Trials Daniel Spratt, MD Thomas George, MD, FACP University of Michigan University of Florida @DrSpratticus @TGeorgeMD Social Media Workshop July 19, 2019

Disclosures Dr. Spratt Dr. George Funding and advisory board: Janssen Advisory board:  Blue Earth Dr. George Public COI disclosure: https://coi.asco.org/share/MFK-ASSZ/Thomas George

@DrSpratticus

@DrSpratticus

@DrSpratticus

@DrSpratticus

@DrSpratticus

Already 1 year ahead of schedule in accrual NRG GU006 Genomic biomarker stratified randomized trial of the addition of enhanced anti-androgen therapy to salvage radiotherapy (BALANCE trial) Open May 2018 First 6 months dead time Have >100 enrollments to date Already 1 year ahead of schedule in accrual @DrSpratticus

Social media has allowed a platform for: NRG GU006 Genomic biomarker stratified randomized trial of the addition of enhanced anti-androgen therapy to salvage radiotherapy (BALANCE trial) Social media has allowed a platform for: Patients and centers to ask PI questions Allow NRG members and PI to promote the trial and inform ppl Provide thanks to patients and give public credit to centers who are accruing patients @DrSpratticus

@DrSpratticus

NRG Communications Committee Engagement with patients is critical to trial success Esp. specific subsets (e.g., BRAF mut. colorectal cancer) Social Media represents an accessible, scalable and free resource If patients are the target… Must have coordinated effort and engage patients directly Must be patient centric information and language Must leverage the patient advocacy community @TGeorgeMD

Social Media Patient Engagement Project GOAL: Improve the general awareness of and engagement with high priority clinical trials through social media Identify “high priority” NRG Studies (during pilot phase) Develop patient centric, centrally managed materials & “landing page” (website) for info on trial Deploy Social Media communications campaign to promote, inform and direct patients/caregivers Amplify message through diverse NRG membership (advocates, investigators, staff, sites, etc.) Track metrics of use, impressions and value (iterative process) Engage NRG Patient Advocacy Committee members throughout process (from day 1) Identify clinical trial content that matters most to patients Ensure messages and media are on target Collaborate with patient advocacy organizations to amplify messages Model is scalable – w/ learning curve - consider parallel strategy for investigators, research staff, industry partners, etc. @TGeorgeMD

Pt Engagement W.G. Structure Communications Chair P.E.W.G. Lead Physicians Advocates Regulatory Clinical Coordinators Communication Consultants Web / Communications Coord. SoMe / Communications Coord. @TGeorgeMD

Social Media Patient Engagement Project Processes Pt Engagement WG (Comms Committee unit) developed roadmap NRG Leadership and Disease Committee endorsements Patient Advocacy Committee engagement Identify study champions (MD and pt. advocate) Trial webpage (cIRB approved template) Trial patient brochure template (cIRB approved template) Social Media communications schedule @TGeorgeMD

New Trial Webpage Example @TGeorgeMD

Trial Patient Brochure Example NCI cIRB approved Available via CTSU w/ study documents @TGeorgeMD

Social Media Communications Plan Modality Messages Frequency Misc FB Information/Education Altruism Narrative Appeals Relational Appeals Weekly Noon-9pm Monday - Friday FB admin analytics Support groups Twitter FB messaging + below Patient vs. Caregiver Visuals: people vs. person Special populations Weekly (min) Scheduled Cancer of the Month Announcements #Symplur Oncology Hashtags Hootsuite for scheduling Instagram Similar to Twitter Infographics Visual education elements Embed in patient brochures Science of Communication & Engagement @TGeorgeMD

Social Media Patient Engagement Project Status July 2019 Webpage and Patient Brochure Templates built and cIRB approved First two trial teams established (NRG-LU003; NRG-GI004) & content created Webpages launching this month! Social Media communications plan kicking off at #NRG19 Project metrics being measured over 3-6 mo w/ data incorporated into project Plan to “bake this process in” to all new protocol activations in 2020 Retrofit for active studies on case-by-case basis @TGeorgeMD

Thank you to NRG Oncology & the Communications Committee Questions? sprattda@med.umich.edu tgeorge@ufl.edu @DrSpratticus @TGeorgeMD