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Thursday, May 2
1:45–3:15 p.m.
Breakout Sessions: Set II

Influentials: Missed Opportunity or Marketing Genius?

Influentials are the 10 percent who tell the other 90 percent what to do — what brand of toothpaste to buy, what diet to try, what new diagnostic test or drug to ask their doctor about. And yet, Influentials are not necessarily the academic, business or association VIPs. Influentials are often the "go to" people on the community board, the organizer of a letter-writing campaign or the president of the PTA. In this presentation, you'll learn the impact of these Influentials on health care legislation at the state and federal level. You'll also learn how to recruit these movers and shakers and put them to work to sway public opinion, or generate results in fund-raising, advocacy and issue awareness. 

By attending this presentation, you will learn: 

• How to identify Influentials for your particular communications plan or campaign, and gain a better understanding of why they are important for every strategy involving a Call to Action.
• How to recruit and engage influential vonlunteers to act as your "grass tip" ambassadors for public awareness, fundraising and other PR activities.
• How to motivate "grass tip" Influentials to spread your message through word-of-mouth conversations to the "can-do" people in a targeted community. Word-of-mouth has been shown to be 50 times more persuasive than advertising, email, social media and other passive forms of communication.

 Joseph LaMountain, vice president, Reingold, Inc. Connect with Joseph on Twitter.