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Healthcare Professionals (HCPs) in Spain who have online influence in Diabetes.
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Healthcare Professionals (HCPs) in Spain who have online influence in Diabetes.

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These slides are from a webinar presented by Paul Grant and Daniel Ghinn on the 16th July 2013, introducing a methodology and full Creation Pinpoint digital opinion leaders insight report on ...

These slides are from a webinar presented by Paul Grant and Daniel Ghinn on the 16th July 2013, introducing a methodology and full Creation Pinpoint digital opinion leaders insight report on healthcare professionals (HCPs) discussions about Diabetes in Spain.

Using Creation Pinpoint, the study explores the Top 25 digital opinion leaders (DOLs) in a one year period, and identifies some of the characteristics of the influence networks formed by HCPs in their use of public social media.

More information and contact details can be found at www.creationpinpoint.com

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  • As increasing numbers of healthcare professionals use public social media channels to talk about professional matters, a new kind of HCP influencer has emerged: the Digital Opinion Leader.Understanding Digital Opinion Leaders can enable healthcare stakeholders to learn from experts in their field, and marketers to improve their effectiveness.In this report, you will discover:Who are some of the top HCPs online in Spain talking about diabetesHow the most influential Digital Opinion Leaders were identified and analyzedWhat can be learned from their behaviorHow to analyze Digital Opinion Leaders in your market and therapy area
  • The OECD Factbook 2011 shows 3.5 practising physicians, and 4.9 practising nurses per 1000 inhabitants in Spain. Including other HCP roles, this may be reasonably extended to 15 per 1000, or 1.5 %. This is a similar ratio to online mentions.
  • 84 % of the Top 25 in Diabetes who have a Twitter account, also blog regularly
  • Truly influential Spanish HCPs in Diabetes are not always ranked highly using basic social authority indicators. Yet, their HCP social graph tells a different story.
  • Overall connectivity, weighted by number of HCPs influenced by this person – combined with the number of HCPs who are influencing this user.

Healthcare Professionals (HCPs) in Spain who have online influence in Diabetes. Healthcare Professionals (HCPs) in Spain who have online influence in Diabetes. Presentation Transcript

  • 2012-13 Digital HCP Influencers throughout Spain, discussing topics relating to Diabetes
  • In a closed doctors’ network, you talk to doctors… …out to out-do each other with another article that they’ve read from a journal. There’s very little direct experience that’s put in there - it’s all about shouting over each other with the reading they’ve done and how clever they are. If I engaged exclusively on a closed physician network I wld never have met people like… HCPs are increasingly moving to public channels Emergency Physician, Australia General Practitioner, Ireland
  • • Plan messaging by learning what HCPs are asking or saying about your products Develop online advocates by identifying those doctors who influence their peers online in your therapy areas Measure marketing effectiveness by analysing how HCPs respond to your campaigns Why study Digital Opinion Leaders (DOLs)?
  • Overview of the full report, available now – Overview – Country insights – Methodology for determining influence – Detailed profile information (x25) Top 25 digital opinion leaders, Spain, Diabetes An optional practical application workshop of the full report is also available. Other countries and therapy areas available.
  • Diabetes study details:  01st July 2012 – 30th June 2013  21 active ingredients  61 branded medicines  >55,000 human-validated HCPs  10,000’s of HCP websites HCP research tool: Area of interest: Sample size and study area Creation Pinpoint™ allow our analysts to specifically investigate relevant, high quality conversations among HCPs only, to understand unmet information needs.
  • Ratio of HCP versus general mentions 132,175 Spanish general public mentions 2,111 There are fractionally more HCP mentions per Spanish inhabitant mention, than the number of actual HCPs per inhabitant in Spain. Spanish ‘diabetes’ online mentions, Jul 2012 – Jun 2013 Spanish HCP mentions 1.6 % of all mentions in this therapy area over one year
  • English 28% Spanish 72% Language preference for Spanish HCPs Diabetes HCP ALL mentions in Spain, by category, Jul 2012 – Jun 2013 N = 2111 HCPs tend to interact with the international community in English, and also re-tweet English content. However, for local audiences and blogs, Spanish is used by majority.
  • Language preference by channel Diabetes HCP ALL mentions in Spain, Jul 2012 – Jun 2013 67%of all tweets are in Spanish 98%of all blogs are in Spanish N = 2111
  • Language preference by channel Diabetes HCP ALL mentions in Spain, Jul 2012 – Jun 2013 Top 25Healthcare Professionals (in this study) 84% N = 2111 …who use Twitter …also have a Blog of the
  • 1 10 100 1000 10000 Branded medicine Active ingredient Drug Class Condition related Disease in general Mentions on Twitter Mentions in other channels Topics and key classification of conversation Diabetes HCP mentions in Spain, Jul 2012 – Jun 2013 (Note: Log. Scale) N = 2111
  • Traditional KOL model: Emerging DOL model: Understanding influence in a digital world KOL relationships are different to digital opinion leader (DOL) relationships Hierarchy based on seniority, experience and publications Collaborative ‘flattened’ relationships, not ordinarily common in real-world
  • Using UK classifications as a common global framework: • Medical practitioners and specialists as defined by the GMC • Nurses and midwives as defined by the NMC • The 16 professions regulated by the HCPC Students working towards any of these professions. Key professions found within this Top 25: General Practitioner Endocrinologist Medical Student Nurse Occupational Therapist Paediatrician Physiotherapist Pharmacist Professor of Surgery Creation Pinpoint definition of a HCP The study seeks to identify HCPs who have online influence in the therapy area
  • • Number of therapy specific mentions? • Reach and impressions for an individual tweet? • Number of followers? Are they HCPs? • Klout, Kred, or some other social authority indicator? – E.g. Five selected HCPs in Spain who tweet on Diabetes – Twitter is a good indicator of networking for ‘digital’ HCPs Defining individual HCP influence and rank Various Spanish HCP author profiles statistics, collected during June 2013 0 200 400 600 800 1000 1200 1400 Followers Kred Score Diabetes Tweets
  • Three digital influencers in Spain Comparing the community for three influencers Most influential by social network authority (SNA). However, only one tweet on Diabetes over one year # 37 HCP # 8 HCP# 2 HCP
  • 0 50 100 150 200 250 Diabetes tweets HCPs in Spain mentioning Diabetes in Tweets between Jul 2012 – Jun 2013 Number of therapy-specific mentions ‘Broadcasting’ which can seem like Spam Looking at therapy-specific mentions gives an indication of HCPs who are interested in Diabetes, or who wish to be recognised in Diabetes. They may not be influential. N = 615
  • 550 600 650 700 750 800 850 900 950 30 35 40 45 50 55 60 KredInfluence Impact Followers (size) versus Kred (y) versus Impact (x) of HCPs in Spain discussing Diabetes between Jul 2012 – Jun 2013 Comparison of some influence metrics among HCPs #1 HCP Influencer N = 57 #2 HCP Influencer
  • Creation Pinpoint Influence represents the extent to which one HCP is influencing and engaging other HCPs within a study. Daniel Ghinn Inventor of Creation Pinpoint
  • Creation Pinpoint digital influence cloud 1341 nodes, 1849 edges The #1 HCP Influencer
  • Rank HCP Diabetes Tweets Followers Creation Pinpoint influence Rank HCP Diabetes Tweets Followers Creation Pinpoint influence 1 Nurse 4 2298 90 14 Primary Care Pharmacist 14 3065 65 2 Nurse 15 1814 77 15 General Practitioner 26 369 61 3 Occupational Therapist 4 2043 76 16 General Practitioner 1 10377 60 4 Physiotherapist 2 3673 75 17 Nurse 11 5196 59 5 Nurse 4 756 71 18 Endocrinologist 70 341 58 6 Primary Care Pharmacist 32 1107 69 19 Endocrinologist 18 899 57 7 Primary Care Nurse 30 961 68 20 Primary Care Nurse 4 1814 56 8 General Practitioner 14 3500 68 21 Medical Student 11 7930 55 9 Emergency Nurse 3 2620 66 22 General Practitioner 19 2179 55 10 Physiotherapist 1 1890 66 23 Paediatrician 1 6407 54 11 Operating Room Nurse 2 4478 65 24 General Practitioner 2 2892 54 12 General Practitioner 8 1139 65 25 Professor of Surgery 10 7043 53 13 Physiotherapist 16 1026 65 The Top 25 HCP digital influencers in Spain Discussing ‘Diabetes’, from Jul 2012 – Jun 2013 Note: Different therapy, different score!
  • Example HCP profiles based on public information
  • https://twitter.com/enriquegavilan http://about.me/enrique.gavilan http://www.slideshare.net/egavilan http://www.researchgate.net/profile/Enrique_Gavilan/publi cations/ http://egavilan.wordpress.com/about/ http://www.flickr.com/photos/egavilan/ Research links The following research is from publicly available information 08 Enrique Gavilán
  • 08 Enrique Gavilán – overview A General Practitioner in the Agencia Valenciana de Salud. Twitter name @enriquegavilan Joined Twitter 7th January 2010 Creation Pinpoint Influence 68 Tweets about Diabetes 14 Following 295 Followers 3,552
  • Description vocabulary of followers: atencion primaria – medicina familiar – medico especialista – sanidad publica – salud publica – social media – redes sociales – twitter oficial – nuevas tecnologias – sociedad espanola – gestion sanitaria – farmacia hospitalaria – periodista especializada – industria farmaceutica – profesionales sanitarios – empresa dedicada – medicina estetica 08 Enrique Gavilán – wider community insight Influencing as a GP, most followers in Spain 0% 20% 40% 60% 80% 100% % Retweets % @Contacts % URL tweets % HCPs in top 20 % followers in Spain N/A N/A N/A Follower hotspots Engagement statistics
  • 08 Enrique Gavilán – Spain HCP influence HCP weighted, Directed Depth 1, 41 nodes, 60 edges # 2 HCP # 6 HCP Influencing pharmacists, endocrinologists, GPs, and nurses in Spain. # 12 HCP # 14 HCP # 22 HCP # 18 HCP # 19 HCP
  • https://twitter.com/ggimenezendocri http://thecourse.webicina.com/profiles/?userprofile=494 http://www.jmir.org/2002/3/e16/ https://plus.google.com/102605053609751586294/posts http://www.youtube.com/channel/UC- E39UM9uh_tUz9wiNSpCXw https://www.facebook.com/gabriel.gimenezperez.37 http://www.doctoralia.es/medico/gimenez+perez+gabriel- 12106832 Research links The following research is from publicly available information 18 Gabriel Giménez-Pérez
  • 18 Gabriel Giménez-Pérez – overview Consultant physician at the Endocrine Unit. Hospital General de Granollers. Catalunya. Twitter name @ggimenezendocri Joined Twitter 19th September 2011 Creation Pinpoint Influence 58 Tweets about Diabetes 70 Following 391 Followers 348
  • Description vocabulary of followers: medico – diabetes – salud – familia – health – medicina – social – barcelona – media – metge – vida – hospital – sobre – blog – catalunya – news – salut – cirugia – especialista 18 Gabriel Giménez-Pérez – community insight Very active in tweeting about diabetes, greater international community 0% 20% 40% 60% 80% 100% % Retweets % @Contacts % URL tweets % HCPs in top 20 % followers in Spain N/A N/A N/A Follower hotspots Engagement statistics
  • 18 Gabriel Giménez-Pérez – Spain HCP influence HCP weighted, Directed Depth 1, 36 nodes, 53 edges General practitioners and endocrinologists make up this network # 29 HCP # 8 HCP # 16 HCP # 15 HCP # 19 HCP
  • 2012-13 Digital HCP Influencers throughout Spain, discussing topics relating to Diabetes Full report available now Our analyst team is here to help you discover actionable insights Full report (Top 25, 130 slides), available for a special price of: €2,900 / £2,500 Also available in: - United Kingdom - France - Germany - Italy Other therapy areas: - Cardiovascular disease ...Or define your own study
  • Visit creationpinpoint.com for your free whitepaper on ‘Activating Digital Leaders’ Contact us with your questions Our analyst team is here to help you discover actionable insights London (UK, EMEA Region & Global HQ):
90 Long Acre
London
WC2E 9RZ
United Kingdom Book your workshop now, to understand how to apply this influencer intelligence to your stakeholder engagement strategy. info@creationpinpoint.com