Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

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Digital Opinion Leaders in Diabetes The Worldwide HCP Social Media Study Daniel Ghinn, Creation Healthcare @EngagementStrat Tweet with: #CPDiabetes

description

Digital Opinion Leaders in Diabetes is the largest behavioural study ever conducted into healthcare professionals’ views on the diagnosis and management of diabetes as expressed in their conversations in public social media. The study, which has analysed over 200,000 social media posts by healthcare professionals worldwide over a 1-year period between April 2013 and March 2014, includes contributions from professionals in a wide range of medical specialities as well as primary care physicians, nurses, and pharmacists, located in more than 120 countries.

Transcript of Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

Page 1: Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

Digital Opinion Leaders in Diabetes

The Worldwide HCP Social Media Study

Daniel Ghinn, Creation Healthcare@EngagementStrat

Tweet with: #CPDiabetes

Page 2: Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

Diabetes in 2013-14

The global burden and threat of NCDs constitutes a major public health challenge that undermines social and economic development throughout the world…

World Health Organization,Global Action Plan for the Prevention & Control of Noncommunicable Diseases 2013-2020

By the end of 2013, diabetes will have caused 5.1 million deaths and cost USD 548 billion in healthcare spending. Without concerted action to prevent diabetes, in less than 25 years’ time there will be 592 million people living with the disease. Most of those cases would be preventable.

International Diabetes Federation,IDF Diabetes Atlas, 6th Edition, 2013

Diabetes is a hugeand growing problem,and the costs to societyare high and escalating.

Page 3: Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

Learning from Healthcare ProfessionalsA distilled view of public social media conversations

70M+ websitesFull Twitter ‘Firehose’ feedAll major social media

>100,000 verifiedhealthcare professional (HCP) sources covering

websites & social media

Page 4: Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

8,189,534People connected to HCPs in the study

47,875HCPs connected to diabetes conversation

205,889HCP Tweets & posts about diabetes

19,068HCP authors in study

189,402HCP Tweets about diabetes

16,896HCPs Tweeting about diabetes

Big Data: impact of Healthcare Professionals

Page 5: Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

Most conversation is about Type 2 Diabetes

n=27,017

Type 129%

Type 264%

Gestational5%

Others1%

Most HCP conversation about diabetes does not refer explicitly to a diabetes type, but implies Type 2.

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>300 HCP Roles

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Physician; 11,435

Dietitian; 10,951

Nutritionist; 10,099

Emergency Medicine Physician; 9,079

Nurse Practitioner; 7,882

Endocrinologist; 7,714

Registered Nurse; 5,184

Pharmacist; 5,171

Family Medicine Physician; 4,322

Psychologist; 3,477

Naturopath; 3,254

Cardiologist; 3,087

Surgeon; 2,636

Preventive Medicine Physician; 2,478General Practitioner; 2,470Top 15 HCP roles by share of voice

of >300 HCP roles in study

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>200,000 posts; 19,000 HCPs in >125 countries

n=16,896

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HCP networks within networks

n=16,896

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Most influential endocrinologists – virtual network

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Relationship mattersRelationship mattersA virtual professional network connected by diabetes

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HCP: Activism for patientsPartha Kar is also the most engaged HCP by peers in diabetes

Endocrinologist, General

Physician, Clinical Director,

UK

Activating

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Multi-dimensional data

Place

Roles

Topics & issues

Time

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Time & role: what the data tells us

Roles

Time

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Global diabetes timelineThe story told by HCPs in social media

May2013

Apr2014

14-Nov-2013World Diabetes

Day

3,000

2,000

1,000

All HCP conversation

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Global diabetes timeline: RolesEndocrinologists

May2013

Apr2014

14-Nov-2013World Diabetes

Day

300

200

100

17-23 Jun 2013Fall in diabetes-related deaths

All HCP conversation

Endocrinologists

Page 17: Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

News: Fall in diabetes-related deaths

“Good news: the risk of dying early due to diabetes has been greatly reduced! …The treatment helps!”

17-23 June 2013

Physician, Researcher

& WriterNorway

Optimistic

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News: Fall in diabetes-related deaths – sceptics?17-23 June 2013

General Practitioner & Blogger

UK

Questioning

Sceptical

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News: Fall in diabetes-related deaths – sceptics?17-23 June 2013

Medical Public Health

ConsultantUK

General Practitioner

UK

Jobbing General

PractitionerUK

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Global diabetes timeline: RolesEndocrinologists

May2013

Apr2014

14-Nov-2013World Diabetes

Day

300

200

100

17-23 Jun 2013Fall in diabetes-related deaths

8-14 Jul 2013Roche halts trial of diabetes drug

All HCP conversation

Endocrinologists

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News: Roche halts trial of diabetes drug8-14 July 2013

EndocrinologistUSA

Frustrated

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News: Roche halts trial of diabetes drug – mixed reactions8-14 July 2013

Family Med Physician, Asst Dean Med Ed

USA

Internist & Medical Writer

USA

Indifferent

Concerned

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Global diabetes timeline: RolesEndocrinologists

May2013

Apr2014

14-Nov-2013World Diabetes

Day

300

200

100

17-23 Jun 2013Fall in diabetes-related deaths

8-14 Jul 2013Roche halts trial of diabetes drug

All HCP conversation

Endocrinologists

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May2013

Apr2014

24-30 Jun 2013T1D Vaccinetrial results

Global diabetes timeline: RolesLeadership roles

14-Nov-2013World Diabetes

Day

120

80

40

17-23 Jun 2013Fall in diabetes-related deaths

8-14 Jul 2013Roche halts trial of diabetes drug

All HCP conversation

EndocrinologistsLeadership roles

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News: Type 1 Diabetes Vaccine24-30 June 2013

Medical DoctorKuwait

Cardiologist & Editor-in-Chief

USA

Licensed naturopathic

physicianUSA

Optimistic

Positive

Excited

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May2013

Apr2014

24-30 Jun 2013T1D Vaccinetrial results

Global diabetes timeline: RolesLeadership roles

14-Nov-2013World Diabetes

Day

120

80

40

17-23 Jun 2013Fall in diabetes-related deaths

8-14 Jul 2013Roche halts trial of diabetes drug

All HCP conversation

EndocrinologistsLeadership roles

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May2013

Apr2014

24-30 Jun 2013T1D Vaccinetrial results

Global diabetes timeline: RolesNeurosurgeons

14-Nov-2013World Diabetes

Day

17-23 Jun 2013Fall in diabetes-related deaths

30

20

10

19 Jul – 4 Aug 2013 Projection on US diabetes by 2020

8-14 Jul 2013Roche halts trial of diabetes drug

All HCP conversation

EndocrinologistsLeadership rolesNeurosurgeons

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Projection on US diabetes by 202029 July – 4 August 2013

Neurosurgeon; Medical

CorrespondentUSA

Alerting

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May2013

Apr2014

24-30 Jun 2013T1D Vaccinetrial results

Global diabetes timeline: RolesNeurosurgeons

14-Nov-2013World Diabetes

Day

17-23 Jun 2013Fall in diabetes-related deaths

30

20

10

19 Jul – 4 Aug 2013 Projection on US diabetes by 2020

8-14 Jul 2013Roche halts trial of diabetes drug

All HCP conversation

EndocrinologistsLeadership rolesNeurosurgeons

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May2013

Apr2014

24-30 Jun 2013T1D Vaccinetrial results

Global diabetes timeline: RolesRegistered Nurses

14-Nov-2013World Diabetes

Day

17-23 Jun 2013Fall in diabetes-related deaths

19 Jul – 4 Aug 2013 Projection on US diabetes by 2020

8-14 Jul 2013Roche halts trial of diabetes drug

200

100

19-25 Aug 2013Study finds

pumps > injections

All HCP conversation

EndocrinologistsLeadership rolesNeurosurgeonsRegistered Nurses

Page 31: Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

News: Insulin pump better than injections?

“According to this article the insulin pump is more effective than the injection therapy, I prefer injections.”

17-23 June 2013

Medical Doctor & Diabetes Patient,

Colombia

Questioning

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May2013

Apr2014

24-30 Jun 2013T1D Vaccinetrial results

Global diabetes timeline: RolesRegistered Nurses

14-Nov-2013World Diabetes

Day

17-23 Jun 2013Fall in diabetes-related deaths

19 Jul – 4 Aug 2013 Projection on US diabetes by 2020

8-14 Jul 2013Roche halts trial of diabetes drug

200

100

19-25 Aug 2013Study finds

pumps > injections

All HCP conversation

EndocrinologistsLeadership rolesNeurosurgeonsRegistered Nurses

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May2013

Apr2014

24-30 Jun 2013T1D Vaccinetrial results

Global diabetes timeline: RolesDieticians

14-Nov-2013World Diabetes

Day

17-23 Jun 2013Fall in diabetes-related deaths

19 Jul – 4 Aug 2013 Projection on US diabetes by 2020

8-14 Jul 2013Roche halts trial of diabetes drug

500

300

100

26 Aug – 2 Sep 2013Study: Fruit juice vs

raw fruit

19-25 Aug 2013Study finds

pumps > injections

Dieticians

All HCP conversation

EndocrinologistsLeadership rolesNeurosurgeonsRegistered Nurses

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Studies: Fruit consumption & risk of Type 2 Diabetes26 August – 1 September 2013

“I am surprised that the authors are surprised that eating fruit helps diabetes but drinking fruit juice aggravates it”

General Practitioner,

UK“…we feel that this statement needs clarification, since the authors do not specify (a) whether the participants consumed 100% fruit juice or juice sweetened with fructose corn syrup (b) the volume of fruit juice consumed and (c) the type of fruit juice that caused this effect.”

Associate Professor of

Research,USA

“Comparing apples and oranges with risk of incident diabetes without due consideration of the possible confounding effects of household income on the relationship runs the risk of generating erroneous conclusions.”

Epidemiologist,Australia

Questioning

Affirming

Questioning

Page 35: Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

May2013

Apr2014

24-30 Jun 2013T1D Vaccinetrial results

Global diabetes timeline: RolesDieticians

14-Nov-2013World Diabetes

Day

17-23 Jun 2013Fall in diabetes-related deaths

19 Jul – 4 Aug 2013 Projection on US diabetes by 2020

8-14 Jul 2013Roche halts trial of diabetes drug

500

300

100

26 Aug – 2 Sep 2013Study: Fruit juice vs

raw fruit

19-25 Aug 2013Study finds

pumps > injections

Dieticians

All HCP conversation

EndocrinologistsLeadership rolesNeurosurgeonsRegistered Nurses

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May2013

Apr2014

24-30 Jun 2013T1D Vaccinetrial results

Global diabetes timeline: RolesPrimary Care / GPs

17-23 Jun 2013Fall in diabetes-related deaths

19 Jul – 4 Aug 2013 Projection on US diabetes by 2020

8-14 Jul 2013Roche halts trial of diabetes drug

26 Aug – 2 Sep 2013Study: Fruit juice vs

raw fruit

19-25 Aug 2013Study finds

pumps > injections

120

80

40

14-Nov-2013World Diabetes

Day

13-19 Jan 2014Google announces Smart Contact Lens

Primary Care / GPsDieticians

All HCP conversation

EndocrinologistsLeadership rolesNeurosurgeonsRegistered Nurses

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Google announces Smart Contact Lens13-19 January 2014

InternistUSA

ParamedicCanada

Emergency Doctor

USA

EndocrinologistUSA

Optimistic

Optimistic

Engaging

Interested

Page 38: Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

May2013

Apr2014

24-30 Jun 2013T1D Vaccinetrial results

Global diabetes timeline: RolesPrimary Care / GPs

17-23 Jun 2013Fall in diabetes-related deaths

19 Jul – 4 Aug 2013 Projection on US diabetes by 2020

8-14 Jul 2013Roche halts trial of diabetes drug

26 Aug – 2 Sep 2013Study: Fruit juice vs

raw fruit

19-25 Aug 2013Study finds

pumps > injections

120

80

40

14-Nov-2013World Diabetes

Day

13-19 Jan 2014Google announces Smart Contact Lens

Primary Care / GPsDieticians

All HCP conversation

EndocrinologistsLeadership rolesNeurosurgeonsRegistered Nurses

Page 39: Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

May2013

Apr2014

24-30 Jun 2013T1D Vaccinetrial results

Global diabetes timeline: RolesBariatric Surgeons

17-23 Jun 2013Fall in diabetes-related deaths

19 Jul – 4 Aug 2013 Projection on US diabetes by 2020

8-14 Jul 2013Roche halts trial of diabetes drug

26 Aug – 2 Sep 2013Study: Fruit juice vs

raw fruit

19-25 Aug 2013Study finds

pumps > injections

14-Nov-2013World Diabetes

Day

13-19 Jan 2014Google announces Smart Contact Lens

31 Mar – 6 AprBariatric Surgery vs

Intensive Med Therapy

Dieticians

All HCP conversation

EndocrinologistsLeadership rolesNeurosurgeonsRegistered Nurses

Bariatric SurgeonsPrimary Care / GPs

40

20

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Bariatric surgery for diabetes31 March – 6 April 2014

Medical Oncologist,

Clinical Pharmacologist

Australia

Activating

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Bariatric surgery for diabetesWider global conversation over time

Consultant Psychiatrist,

UK

*?&^$!*

Medical Doctor, India

Pharmacist,AustraliaClinical

Psychologist,UK

Affirming

Challenging

Challenging

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Multi-dimensional data

Place

Roles

Topics & issues

Time

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Time & topics: what the data tells us

Topics & issues

Time

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Global diabetes timeline: Topics by complication typeHCP conversation about all diabetes topics

May2013

Apr2014

30 Sep – 6 Oct 2013Story: Exercise as good as drugs for treating diabetes

26 Aug – 1 Sep 2013WHO includes diabetes in top-10

causes of death worldwide

Cardiovascular DeathFeet Kidney diseaseMental health NeurologyPain Sexual dysfunctionSight Stroke

600

400

200

Page 45: Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

WHO places diabetes in top-10 causes of death worldwide

“[After an] increase in obesity, diabetes is among the top 10 causes of death in the world.In Chile it’s the 7th cause: 1.2 million diabetics.”

Dean, Faculty of Medicine

Chile

Alerting

Page 46: Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

Global diabetes timeline: Topics by patient age group

May2013

Apr2014

HCP conversation about all diabetes topics

300

200

100

AdultsElderlyPregnancyTeensYoung children

10-16 Jun 2013Study: Taking walk reduces risk of diabetes in elderly

9-25 Aug 2013Phthalate increases risk of diabetes in young children

13-19 Jan 2014US Preventative Services Task Force (USPSTF) backs

universal diabetes screening for pregnant women

Page 47: Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

USPSTF backs universal diabetes testing for pregnant women

“Interesting that the US Preventive Services Task force now recommends what has been the standard of care for years.” Healthcare

Professional

CMO & Pediatric Surgeon,

USA

GastroenterologistUSA

Dietician,USA

13-19 January 2014

Supportive

Frustrated

Cynical

Interpreting

Page 48: Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

Diabetes testing for pregnant women - Japan

obstetrician and

gynaecologist Japan

“Doctor Song Mingyuan said that there were some gynaecologists who didn’t do their jobs properly, such as not conducting examinations for gestational diabetes, and it’s true. We recently got someone from a place like this, which does so little pregnancy examinations, it’s ridiculous. For blood samples, all they do for early stage examinations is check for infectious diseases and do a red blood cell count, and then for mid stage examinations, they just check for casual blood glucose. And then they just go home. Come on, seriously, stop it.”

13-19 January 2014

Frustrated

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Multi-dimensional data

Place

Roles

Topics & issues

Time

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Place & topics: what the data tells us

Place

Topics & issues

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Geography matters

DiagnosisManagement & treatmentMonitoring & testingPrevention & riskReversal

Canadan=1,782

Indian=396

Japann=696

Spainn=1,834

UKn=4,070

USAn=31,978

Venezuelan=4,545

Australian=1,010

Key topics around prevention, diagnosis & management vary by country

Page 52: Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

Venezuela: Interest in prevention & risk?

“U.S. scientists have discovered a common genetic variant among Mexicans and other Latin Americans appear to increase the risk of type 2 diabetes, reported today in the journal "Nature".”Internist

Venezuela

Alerting

Page 53: Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

Diabetes in multiple dimensions

HCPs bring their local experience to the

global conversation

Many HCP roles interact with unique perspectives

Topics can answerbusiness & systems questions

Time illustrates how stories develop

Page 54: Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

How to scope a study

Therapy areaWhat topics, therapy area and/or indication would you like to study?

1

Brand & comparative productsDo you want to study mentions of your brand and/or comparative products?

2

RegionWhat region, country or state do you wish to study?Would you like to see insights at a regional, or individual country detail level?

3

Include patients?Along with your HCP study, would you like to include a study of patients & consumers?

4

Market factorsAre there market factors we should be aware of, or do you have existing insights?Such as new data; product launch; competitor activity; changes in policy?

5

Your goalsWhat do you hope to gain from the study?E.g. discover customer needs; plan messaging; develop advocates; measure results

6

Page 55: Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

What next? Dive deeper:

Questions about this study?

[email protected]

www.creationhealthcare.com