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Doctors in social media: the story so far, with Creation Pinpoint (slides)
 

Doctors in social media: the story so far, with Creation Pinpoint (slides)

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Today we are seeing an explosion in doctors using public social media channels to talk with each other about clinical and practice matters. In this webcast, Daniel Ghinn presents some milestones in ...

Today we are seeing an explosion in doctors using public social media channels to talk with each other about clinical and practice matters. In this webcast, Daniel Ghinn presents some milestones in doctors' use of social media from recent years and reveals first-time insights from millions of analysed conversations between doctors online using Creation Pinpoint.

Also available as video webcast here: http://www.slideshare.net/CreationHealthcare/doctors-in-social-media-the-story-so-far

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  • Hello, and welcome to Healthcare Professionals in Social Media, the story so far, from Creation Pinpoint.My name is Daniel Ghinn, and I am the Founder and CEO of Creation Healthcare.Creation Pinpoint is the world's first ever tool dedicated to studying conversations between healthcare professionals in public social media environments.It's produced by Creation Healthcare, the research and training consultancy for the digital healthcare age, which has been studying the digital behaviours of healthcare stakeholders like patients, physicians and healthcare providers for over fifteen years.Now, to give you some background to Creation Pinpoint...In recent years, we have seen a significant growth in the rate at which healthcare professionals are using public social media channels, to discuss clinical and practice matters. In 2012, this seemed to reach a kind of tipping point, with a critical mass of healthcare professionals online. But among all the digital research tools we were using at Creation Healthcare, there was no tool available to accurately study what these healthcare professionals were saying or doing in social media. So we designed and built one - we created the world's only tool dedicated to researching public social media conversations between healthcare professionals.That tool is Creation Pinpoint. Creation Pinpoint distills the collective knowledge of doctors all over the world who are using public social media channels, and makes that knowledge available as a live online dashboard, as email alerts or as beautiful reports that can be used by anybody who wants to learn what doctors are saying about a particular topic. That might be other doctors, healthcare providers, or healthcare companies. Let's take a look back over recent years at some of the things we have seen that told us just how important social media has become for healthcare professionals.
  • In 2010 I was speaking at the mHealth Conference in Dubai, alongside other experts in digital health. At this conference there was a panel discussion with healthcare professionals, and I was struck by this comment made by a particular UK-based doctor addressing the pharmaceutical industry."Why should I see your pharma rep when I can learn more from Wikipedia than he's even allowed to tell me?"There was a sense here that information shared by other people on the Internet was valuable to doctors and gave them a freedom to find the information they wanted, where and when they wanted it.
  • And then in 2011, the Journal of Medical Internet Research carried out a survey on social media use among a random sample of 1,695 practicing oncologists and primary care physicians in the US. 61% of those who responded said that they scan or explore medical information via social media, and 46% said that they contribute to new information.So there's a sense here, back in 2011, that in the US at least, social media was playing an important role already in doctors accessing and sharing medical information.
  • Let's skip forward to 2012, and in the UK, the General Medical Council, which regulates doctors, issued draft guidance because it realised that doctors were increasingly using public social media channels. The guidance pointed out to doctors that as well as potential benefits to patients, the use of social media can benefit your professional relationships with colleagues.
  • And shortly afterwards, the Medical Protection Society, which works with healthcare professionals in the UK, carried out a survey among 1,250 members and found that 68% of them were on Facebook, with 73% of those using it every week and over half of them using it daily.A smaller number were on Twitter at that stage.
  • Around the same time, mid 2012, at the International Conference on Emergency Medicine in Dublin, Ireland, Mike Cadogan, an emergency physician based in Australia, presented to his peers the #FOAMed twitter chat - a collaborative, global education initiative among physicians, learning form each other in real time, even emergency situations, via tweets.One of the attractions to physicians taking part in #FOAMed was the freedom to learn from each other without industry sponsorship.
  • Then later in 2012, an update on US Physicians on Twitter.WCG ran an initiative they called MDigital Life, a database of US physicians on Twitter. In a study they carried out with Kaiser Permanente among 1,400 US healthcare professionals, they found some interesting behavioural trends and a suggestion that most of these were active online beyond Twitter too - we see that 80% include a link to another site or platform in their Twitter bio.
  • The MDigitalLife study was interesting, but it represented a drop in the ocean when it came to the vast number of healthcare professionals worldwide using social media - not only on Twitter, but blogs, open forums and other open networks.So when we built Creation Pinpoint, we designed it for a digital healthcare age in which millions of healthcare professionals will be using social media. Today it already has over 110,000 social media profiles covering healthcare professionals all over the world.So let's take a look at what we can learn today from healthcare professionals in social media.
  • To start with, let's look at some of the physician chats taking place on Twitter. In recent months we've seen a massive increase in Twitter chats used by healthcare professionals, taking place worldwide. We see here the volume of tweets across a few major HCP Twitter chats, and you can see that specialist chats using hashtags like #meded, which is medical education, and #FOAM, which is used mostly by emergency physicians, are growing fastest.
  • Here we see a global view of people taking part in the #meded chat. You see that there really are healthcare professionals all over the world taking part.We do also see non-healthcare professionals taking part in these chats, since they are open to anybody. So let's take a look at some data on truly distilled healthcare professional only conversations taking place in social media.
  • Let's look at physicians talking about a disease area. This chart is produced using data from Creation Pinpoint, and shows the volume of conversations between healthcare professionals during the same 2-month window, January-February, over three consecutive years.You can see that the rate of growth is significant - in fact we see a 235% growth in volume of diabetes-related tweets from healthcare professionals between 2011 and 2013.
  • Some people ask us, we know that doctors in the US are using Twitter, but what about elsewhere - what about Europe, Asutralia, Japan?The answer is yes we really do see this worldwide. Here's a map showing volume across Europe within that same dataset of diabetes conversations among healthcare professionals. The darker areas are higher volumes, so we see the UK, Spain and netherlands are most active. 
  • And what about outside of Twitter? Well, heres' a look at the top ten most popular open blogs, forums and sites used by healthcare professionals in our diabetes study.We can see here that the BMJ - the British Medical Journal - accounts for over half of mentions among the top-ten non-Twitter sites for healthcare professionals talking about diabetes.
  • We used Creation Pinpoint to take a look at the kinds of topics being discussed by physicians on blogs and forums compared with topics on Twitter.And what we found was that the most popular topics are not the same.On Twitter, we see more conversational behaviour, and we also see organisation names mentioned. In the top word cloud here we see Diabetes UK, and we see Sanofi, mentioned. These organisations are highly active in engaging healthcare professionals on twitter.
  • So that's the story so far of healthcare professionals using social media. The question now is, how will this change your future?How would you use insights like these to help you learn from what doctors say and do in social media?There's a lot more you can discover using Creation Pinpoint, from conversation trends around diseases, indications, therapies or product mentions, to finding and profiling individual opinion leaders and online influencers among healthcare professionals. Our online dashboard gives you worldwide coverage tracking millions of conversations taking place among over a hundred thousand individuals, and in tens of thousands of sites, blogs, and forums.You can choose to receive outputs like email alerts when doctors mention a topic you are interested in, or a fantastic range of beautiful reports with analysed insights.To find out more about Creation Pinpoint, visit creation pinpoint.com or email info@creationpinpoint.com.

Doctors in social media: the story so far, with Creation Pinpoint (slides) Doctors in social media: the story so far, with Creation Pinpoint (slides) Presentation Transcript

  • PresentsHealthcare Professionals in Social Media: The story so far… Daniel Ghinn, CEO, Creation Healthcare daniel.ghinn@creationhealthcare.com Twitter @EngagementStrat Produced by
  • 2010 Social media opens new channel for physicians “Why should I see your pharma rep when I can learn more about your drug from Wikipedia than he’s even allowed to tell me?” Doctor in panel discussion mHealth Conference, Dubai, 2010 mHealth Conference & Expo Dubai, UAE Discussion, September 2010 HCP panel discussion during mHealth Conference in Dubai © 2013 Creation Pinpoint™ www.creationpinpoint.com
  • 2010…………………………………………….2011 US Physicians using social media at explore least weekly: 61% scan or explore medical information via social media contribute Journal of Medical 46% contribute to Internet Research new information in social media Survey, March 2011 Survey distributed to random sample of 1,695 practicing oncologists and primary care physicians in the United States in March 2011. 485 responded. © 2013 Creation Pinpoint™ www.creationpinpoint.com
  • 2010…………………………………………….2011……………………………………………2012……… “The use of social media can benefit your professional relationships with colleagues…” General Medical Council General Medical Council Consultation, April 2012 UK physician regulator GMC held consultation & issued draft guidance for doctors in social media © 2013 Creation Pinpoint™ www.creationpinpoint.com
  • 2010…………………………………………….2011……………………………………………2012………………………… UK Physicians using social media daily: 68% of HCPs Are on Facebook 73% of those use it every week 53% daily Medical Protection Society Survey, June 2012 21% of HCPs Survey distributed to 1250 UK-based are on Twitter MPS members in June 2012. © 2013 Creation Pinpoint™ www.creationpinpoint.com
  • 2010…………………………………………….2011……………………………………………2012…………………………….. Social media allows physicians to learn from each other (without input from pharma) “We wanted to have an education resource for emergency doctors without input from pharma… International Conference on “…there will never be any Emergency Medicine sponsorship from pharma.” June 2012 Mike Cadogan Introducing #FOAM Twitter chat for Emergency Physician & #FOAMed Evangelist emergency physicians © 2013 Creation Pinpoint™ www.creationpinpoint.com
  • 2010…………………………………………….2011……………………………………………2012……………………………………….…… US Physicians on Twitter 78% identify themselves as physicians in their bio 80% contain a URL in their bio MDigitalLife, WCG October 2012 34% tweet at least daily WCG & Kaiser Permanente studied 400,000 tweets among 1,400 US HCPs © 2013 Creation Pinpoint™ www.creationpinpoint.com
  • 2010…………………………………………….2011……………………………………………2012……………………………………….…….… A drop in the ocean… MDigitalLife: 3,200 social media profiles US physicians Creation Pinpoint: >110,00 social media profiles Worldwide physicians © 2013 Creation Pinpoint™ www.creationpinpoint.com
  • 2010…………………………………………….2011……………………………………………2012……………………………………………2013……… Physician Twitter 25000 chats mature Volume of tweets per quarter, by Twitter chat • A maturing landscape • Specialist & education 20000 #mdchat chats growing #meded • Fastest-growing rate is #FOAM #FOAM at 400% growth #rnchat last quarter 15000 • General chats are in decline 10000 Creation Pinpoint 5000 March 2013 Study of global physician Twitter chats finds specialist chats fastest growing; 0 general HCP chats in decline Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 © 2013 Creation Pinpoint™ www.creationpinpoint.com
  • 2010…………………………………………….2011……………………………………………2012……………………………………………2013……… Physician Twitter chats are global #meded Twitter chat participation by country* Creation Pinpoint * country identification based on available geo-location data March 2013 Study finds global reach among #meded chat participants © 2013 Creation Pinpoint™ www.creationpinpoint.com
  • 2010…………………………………………….2011……………………………………………2012……………………………………………2013……… 2-month volume of diabetes tweets Doctors talking by HCPs worldwide during about diabetes same window 2011-2013 7000 • 235% growth in diabetes-related HCP tweets, 2011-2013 6000 5000 4000 3000 2000 Creation Pinpoint March 2013 1000 Study of HCP conversations in diabetes shows 235% growth in tweets during 0 Jan-Feb 2011-2013 Jan-Feb 2011 Jan-Feb 2012 Jan-Feb 2013 © 2013 Creation Pinpoint™ www.creationpinpoint.com
  • 2010…………………………………………….2011……………………………………………2012……………………………………………2013……… European doctors are active • European HCP tweets about diabetes: UK, Spain, Netherlands are most active Creation Pinpoint European HCP tweets about diabetes March 2013 Study of HCP conversations in diabetes 2011-2012, European focus © 2013 Creation Pinpoint™ www.creationpinpoint.com
  • 2010…………………………………………….2011……………………………………………2012……………………………………………2013……… BMJ is world’s most popular HCP social media site Top global public HCP social media platforms for diabetes discussions • Worldwide HCP conversations (top 10 sites shown) about diabetes on blogs, forums & sites show BMJ platforms account for >50% of top-10 site activity Creation Pinpoint March 2013 Study of HCP conversations on diabetes via public social media channels 2011-2013 © 2013 Creation Pinpoint™ www.creationpinpoint.com
  • 2010…………………………………………….2011……………………………………………2012……………………………………………2013……… Twitter topics are not the Diabetes topics by HCPs on Twitter same as topics on blogs & forums Tweets include organization names: • Diabetes UK • Sanofi Diabetes topics on other open HCP sites, blogs & forums Creation Pinpoint March 2013 Study of HCP conversations on diabetes via public social media channels 2011-2013 © 2013 Creation Pinpoint™ www.creationpinpoint.com
  • 2010…………………………………………….2011……………………………………………2012……………………………………………2013…………..-> how will this change your future? The world’s only tool dedicated to Studying conversations between HCPs in public social media channels • >110,000 social media profiles • 10,000’s of public HCP sites, blogs, forums • Worldwide HCP coverage • Online dashboard; email alerts; beautiful reports For more information: www.creationpinpoint.com info@creationpinpoint.com Creation Pinpoint is a product of Creation Healthcare © 2013 Creation Pinpoint™ www.creationpinpoint.com