The Doctors2.0 & You Conference Edition of Creation Healthcare's Digital Opinion Leaders in Diabetes study, presented at the conference by Daniel Ghinn. This conference edition includes unique event insights into healthcare professionals discussing pharma brands and diabetes. Includes analysis of HCPs discussing GSK's Avandia during FDA hearings and illustrates changing attitudes to the brand.
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Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts
1. Digital Opinion Leaders in Diabetes
The Worldwide HCP Social Media Study
Daniel Ghinn, Creation Healthcare @EngagementStrat
Special Event Edition with
Exclusive Pharma Insights
2. 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 huge
and growing problem,
and the costs to society
are high and escalating.
3. Learning from Healthcare Professionals
A distilled view of public social media conversations
70M+ websites
Full Twitter ‘Firehose’ feed
All major social media
>100,000 verified
healthcare professional
(HCP) sources covering
websites & social media
4. 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
5. Most conversation is about Type 2 Diabetes
n=27,017
Type 1
29%
Type 2
64%
Gestationa
l
5%
Others
2%
Most HCP conversation about
diabetes does not refer explicitly
to a diabetes type, but implies Type 2.
7. 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, 2,478
General Practitioner, 2,470
Top 15 HCP roles by share of voice
of >300 HCP roles in study
12. HCP: Activism for patients
Partha Kar is also the most engaged HCP by peers in diabetes
Endocrinologist,
General
Physician,
Clinical Director,
UK
Activating
15. Global diabetes timeline
The story told by HCPs in social media
May
2013
Apr
2014
14-Nov-2013
World Diabetes
Day
3,000
2,000
1,000
All HCP conversation
16. Global diabetes timeline: Roles
Endocrinologists
May
2013
Apr
2014
14-Nov-2013
World Diabetes
Day
300
200
100
17-23 Jun 2013
Fall in diabetes-
related deaths
All HCP conversation
Endocrinologists
17. 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
& Writer
Norway
Optimistic
18. News: Fall in diabetes-related deaths – sceptics?
17-23 June 2013
General
Practitioner
& Blogger
UK
Questioning
Sceptical
19. Global diabetes timeline: Roles
Endocrinologists
May
2013
Apr
2014
14-Nov-2013
World Diabetes
Day
300
200
100
17-23 Jun 2013
Fall in diabetes-
related deaths
8-14 Jul 2013
Roche halts trial
of diabetes drug
All HCP conversation
Endocrinologists
20. News: Roche halts trial of diabetes drug
8-14 July 2013
Endocrinologist
USA
Frustrated
21. News: Roche halts trial of diabetes drug – mixed reactions
8-14 July 2013
Family Med
Physician, Asst
Dean Med Ed
USA
Internist &
Medical Writer
USA
Indifferent
Concerned
22. Global diabetes timeline: Roles
Endocrinologists
May
2013
Apr
2014
14-Nov-2013
World Diabetes
Day
300
200
100
17-23 Jun 2013
Fall in diabetes-
related deaths
8-14 Jul 2013
Roche halts trial
of diabetes drug
All HCP conversation
Endocrinologists
23. May
2013
Apr
2014
24-30 Jun 2013
T1D Vaccine
trial results
Global diabetes timeline: Roles
Leadership roles
14-Nov-2013
World Diabetes
Day
120
80
40
17-23 Jun 2013
Fall in diabetes-
related deaths
8-14 Jul 2013
Roche halts trial
of diabetes drug
All HCP conversation
Endocrinologists
Leadership roles
24. May
2013
Apr
2014
24-30 Jun 2013
T1D Vaccine
trial results
Global diabetes timeline: Roles
Neurosurgeons
14-Nov-2013
World Diabetes
Day
17-23 Jun 2013
Fall in diabetes-
related deaths
30
20
10
19 Jul – 4 Aug 2013
Projection on US
diabetes by 2020
8-14 Jul 2013
Roche halts trial
of diabetes drug
All HCP conversation
Endocrinologists
Leadership roles
Neurosurgeons
25. May
2013
Apr
2014
24-30 Jun 2013
T1D Vaccine
trial results
Global diabetes timeline: Roles
Registered Nurses
14-Nov-2013
World Diabetes
Day
17-23 Jun 2013
Fall in diabetes-
related deaths
19 Jul – 4 Aug 2013
Projection on US
diabetes by 2020
8-14 Jul 2013
Roche halts trial
of diabetes drug
200
100
19-25 Aug 2013
Study finds
pumps > injections
All HCP conversation
Endocrinologists
Leadership roles
Neurosurgeons
Registered Nurses
26. May
2013
Apr
2014
24-30 Jun 2013
T1D Vaccine
trial results
Global diabetes timeline: Roles
Dieticians
14-Nov-2013
World Diabetes
Day
17-23 Jun 2013
Fall in diabetes-
related deaths
19 Jul – 4 Aug 2013
Projection on US
diabetes by 2020
8-14 Jul 2013
Roche halts trial
of diabetes drug
500
300
100
26 Aug – 2 Sep 2013
Study: Fruit juice vs
raw fruit
19-25 Aug 2013
Study finds
pumps > injections
Dieticians
All HCP conversation
Endocrinologists
Leadership roles
Neurosurgeons
Registered Nurses
28. Time & topics: what the data tells us
Topics & issues
Time
29. Global diabetes timeline: Topics by patient age group
May
2013
Apr
2014
HCP conversation about all diabetes topics
300
200
100
Adults
Elderly
Pregnancy
Teens
Young
children
10-16 Jun 2013
Study: Taking walk reduces
risk of diabetes in elderly
9-25 Aug 2013
Phthalate increases risk of
diabetes in young children
13-19 Jan 2014
US Preventative Services
Task Force (USPSTF) backs
universal diabetes screening
for pregnant women
30. 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
Gastroenterologist
USA
Dietician,
USA
13-19 January 2014
Supportive
Frustrated
Cynical
Interpreting
31. 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
33. Place & topics: what the data tells us
Place
Topics & issues
34. Geography matters
Diagnosis
Management & treatment
Monitoring & testing
Prevention & risk
Reversal
Canada
n=1,782
India
n=396
Japan
n=696
Spain
n=1,834
UK
n=4,070
USA
n=31,978
Venezuela
n=4,545
Australia
n=1,010
Key topics around prevention, diagnosis & management vary by country
35. Diabetes in multiple dimensions
HCPs bring their local
experience to the
global conversation
Many HCP roles
interact with unique
perspectives
Topics can answer
business & systems
questions
Time illustrates how
stories develop
38. HCP mentions of pharmaceutical companies & products
May
2013
Apr
2014
HCP conversation about all diabetes topics
3-9 Jun 2013
GSK: FDA Panel Votes to Ease
Restrictions on Avandia
AstraZeneca BMS
Bayer Boehringer Ingelheim
Lilly GSK
J&J Merck
Novartis Novo Nordisk
Pfizer Roche
Sanofi Takeda
25 Nov 2013 - 1 Dec 2014
GSK: FDA Eases Restrictions
on Avandia
300
200
100
39. HCP roles discussing GSK products over time
May
2013
Apr
2014
3-9 Jun 2013
GSK: FDA Panel Votes to Ease
Restrictions on Avandia
25 Nov 2013 - 1 Dec 2014
GSK: FDA Eases Restrictions
on Avandia
300
200
100
Cardiologist
Pharmacist
Physician
Family Medicine Physician
Endocrinologist
Emergency Medicine Physician
42. Avandia FDA review – live updates via social media
Medic, Internal
Medicine
USA
Doctor, Author
UK
Acute Care
Nurse
Practitioner
USA
Doctor
Germany
Pharmacist
USA
Clinician
USA
Highlighting
Observing
Observing
Sensational
Sharing
Frustrated
43. Avandia – the feedback
Internist
Canada
Clinical
Pharmacist
USA
Family Doctor
USA
Nutritionist
USA
Warning
Encouraging
Warning
Warning
44. Reaction turns more positive
Chaiman, Dept
Psychiatry
USA
Physician
USA
Anaesthetist
Spain
Lipidology
Expert
USA
Pharmacist
USA
Supportive
Supportive
Hopeful
Empathetic
Encouraging
45. Changing attitudes in HCP conversation
May
2013
Apr
2014
3-9 Jun 2013
GSK: FDA Panel Votes to Ease
Restrictions on Avandia
25 Nov 2013 - 1 Dec 2014
GSK: FDA Eases Restrictions
on Avandia
300
200
100
Alarmed
Sensational
Sharing
Shocked?
Balancing
Highlighting
Observing
Observing
Sensational
Sharing
Frustrated
Warning
Encouraging
Warning
Warning
Supportive
Supportive
Hopeful
Empathetic
Encouraging
46. What next? Dive deeper:
Questions about this study?
daniel.ghinn@creationhealthcare.com
@EngagementStrat
www.creationhealthcare.com
Notes de l'éditeur
Our vision: how can the research we do into the digital behaviour of HCPs, with Creation Pinpoint, make a difference in the world of diabetes?
References:
http://www.who.int/nmh/en/
IDF
Reach: Number of people connected to (and including) HCPs speaking about diabetes during the study: 8,189,534
Number of HCPs in extended community (1st-level): 47,875
Number of HCP contributors: 19,068
Number of non-Twitter posts: 16,487
Number of Tweets: 189,402
Total posts & Tweets analysed: 205,889
The endocrinologists who are most-followed by other HCPs (most of whom are not shown here).
Sources:
https://twitter.com/dokikoYAMAYOKO/status/422990657016184832
Profile:
I am an obstetrician and gynaecologist. 1/3rd of my tweets are about medicine, 1/3 are about cats, and about 1/3rd are about home and my children. I am sorry that all my tweets are all so silly. My cats are a Brishow, a Russian, and a Bombay.
Kitakantou
From https://twitter.com/dokikoYAMAYOKO/status/422990657016184832
Dokiko
@dokikoYAMAYOKO
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.
Chunko @junta0201 Jan 14
@dokikoYAMAYOKO There are some, there are. They don’t even check for infectious diseases in the early stage examinations and discretionary checks, and then for mid stage examinations they just check the red blood cell count. But, locally, they’re known as a friendly and popular maternity hospital ^_^;. Pregnant women think that just because an establishment puts up a sign they’re doing things properly, so I think it’s really sad for those going to that place.^_^;.
Dokiko @dokikoYAMAYOKO Jan 14
@junta0201 Yeah, there are, aren’t there. I’m so tired of it. They’re cheap too, so the patients seem to like them. It’s seriously sad for the patients.
In Japan, HCPs talk less about prevention & risk; more about diagnosis, monitoring & testing. In Venezuela, prevention is the big topic.
In South America, prevention & risk is a bigger concern than in N America (by %).
Why? Let’s take a look at one possible factor.
309 of 379 authors discussing GSK/Avandia – these have accurate location data
Aqua in US: osteopath
Red in UK: emergency med physician
Green, oncologists