Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study
-
Upload
creation -
Category
Healthcare
-
view
16.009 -
download
1
Transcript of 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
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.
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
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
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.
>300 HCP Roles
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
>200,000 posts; 19,000 HCPs in >125 countries
n=16,896
HCP networks within networks
n=16,896
Most influential endocrinologists – virtual network
Relationship mattersRelationship mattersA virtual professional network connected by diabetes
HCP: Activism for patientsPartha Kar is also the most engaged HCP by peers in diabetes
Endocrinologist, General
Physician, Clinical Director,
UK
Activating
Multi-dimensional data
Place
Roles
Topics & issues
Time
Time & role: what the data tells us
Roles
Time
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
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
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
News: Fall in diabetes-related deaths – sceptics?17-23 June 2013
General Practitioner & Blogger
UK
Questioning
Sceptical
News: Fall in diabetes-related deaths – sceptics?17-23 June 2013
Medical Public Health
ConsultantUK
General Practitioner
UK
Jobbing General
PractitionerUK
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
News: Roche halts trial of diabetes drug8-14 July 2013
EndocrinologistUSA
Frustrated
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
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
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
News: Type 1 Diabetes Vaccine24-30 June 2013
Medical DoctorKuwait
Cardiologist & Editor-in-Chief
USA
Licensed naturopathic
physicianUSA
Optimistic
Positive
Excited
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
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
Projection on US diabetes by 202029 July – 4 August 2013
Neurosurgeon; Medical
CorrespondentUSA
Alerting
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
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
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
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
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
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
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
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
Google announces Smart Contact Lens13-19 January 2014
InternistUSA
ParamedicCanada
Emergency Doctor
USA
EndocrinologistUSA
Optimistic
Optimistic
Engaging
Interested
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
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
Bariatric surgery for diabetes31 March – 6 April 2014
Medical Oncologist,
Clinical Pharmacologist
Australia
Activating
Bariatric surgery for diabetesWider global conversation over time
Consultant Psychiatrist,
UK
*?&^$!*
Medical Doctor, India
Pharmacist,AustraliaClinical
Psychologist,UK
Affirming
Challenging
Challenging
Multi-dimensional data
Place
Roles
Topics & issues
Time
Time & topics: what the data tells us
Topics & issues
Time
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
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
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
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
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
Multi-dimensional data
Place
Roles
Topics & issues
Time
Place & topics: what the data tells us
Place
Topics & issues
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
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
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
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