Diabetes influence Study
Upcoming SlideShare
Loading in...5
×
 

Diabetes influence Study

on

  • 703 views

We partnered with InVentiv Health to create this informative study about the pharmaceutical world and Diabetes.

We partnered with InVentiv Health to create this informative study about the pharmaceutical world and Diabetes.

Statistics

Views

Total Views
703
Views on SlideShare
699
Embed Views
4

Actions

Likes
2
Downloads
26
Comments
0

1 Embed 4

https://twitter.com 4

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Diabetes influence Study Diabetes influence Study Presentation Transcript

  • Dec. 2013 Diabetes Influence Study Created by Appinions and inVentiv Digital + Innovation
  • In this Influence Study The Diabetes Influence Study is part of a larger initiative in healthcare influence analysis, in which Appinions and inVentiv Digital+Innovation will provide insights to industry stakeholders on various disease states throughout the year. Conversations around healthcare and these disease states are ubiquitous. There are many voices present, but who is truly driving the online conversations? This particular study focuses on diabetes and examines the pharmaceutical companies, organizations (government and NGOs), medical professionals, and non-medical influencers (spokespeople, celebrities, and others) that are driving influential online conversations around diabetes. This data is significant because understanding influence allows for data-driven business decisions and strategies. Methodology To evaluate the key online influencers in diabetes, the Appinions Data Journalism Group set up a topic based on Boolean logic to capture the online conversations involving diabetes. Influence scores in this report were obtained on December 1, 2013 and are based on data 75 days prior to that date. appinions.com inventivdigital.com Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. 2
  • Table of Contents Diabetes Influencer Landscape 6 Influencer Analysis 10 Non-Pharma Organization Deep Dive: American Diabetes Association 11 Non-Pharma Organization Deep Dive: FDA 12 Non-Medical Influencer Deep Dive: Tom Hanks 13 Non-Medical Influencer Deep Dive: Dr. Joseph Mercola 14 Medical Prof. Deep Dive: Dr. Joel Zonszein 15 Medical Prof. Deep Dive: Dr. David Katz 16 Pharma Deep Dive: Sanofi 17 Pharma Deep Dive: Eli Lilly and Company 18 Pharma Deep Dive: Merck 19 Pharma Deep Dive: Novo Nordisk 20 Why Influence Marketing for Healthcare appinions.com inventivdigital.com Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. 21 3
  • About Appinions and inVentiv Digital + Innovation About Appinions Appinions is an opinion-powered influence marketing platform designed to give companies the unmatched ability to identify, analyze, engage, monitor and measure influencers. Built on more than a decade of research conducted at Cornell University, Appinions extracts and aggregates opinions from more than six million sources including blogs, social networks, forums, newspapers and magazine articles, thus providing a more complete picture of influence. Appinions helps today’s businesses insert trust into the purchase journey by converting faceless touchpoints into influential trust points™ to optimize marketing efforts. About inVentiv Digital + Innovation inVentiv Digital + Innovation is one of inVentiv Health’s centers of excellence, specializing in digital marketing strategy and delivery for inVentiv Health companies and their clients. Complementing the digital expertise that already resides within inVentiv Health Communications’ agencies, inVentiv Digital + Innovation brings together pioneering digital strategy and delivery expertise with a deep understanding of the healthcare sector to provide technology-driven solutions that meet business requirements worldwide. In a fast evolving, multichannel landscape, this center acts as a connective hub for inVentiv Health’s global community of digital talent, facilitating the sharing of ideas, platforms and best practices across the health and wellness spectrum. appinions.com inventivdigital.com Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. 4
  • How Appinions Analyzes Influence What is an Influencer? Appinions defines an influencer as a person, brand or company that expresses a contextually relevant opinion that is meaningful enough to elicit reactions from others. How is Influence calculated? Appinions calculates individual influence scores based on three reaction elements: »»Influencees: The people or entities who reacted to an influencer’s opinion, weighted by their respective influence on that topic. »»Publishing Sources: The credibility of the outlet where the reaction was published or consumed. »»Frequency: The volume of opinions attributed to that influencer over the past 60 days. (Appinions refreshes influence scores daily to provide real-time measurement) What is the Net Influence Score (NIS)? Appinions calculates influence at the topic level for which a Net Influence Score is generated to understand the relative influence of various marketplace issues. The Net Influence Score of a topic represents the sum of all influencer scores in the topic. appinions.com inventivdigital.com Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. 5
  • Diabetes Influencer Landscape How do you determine who to trust, what information is important, and who are the relevant contributors to the conversation? This section identifies the top influencers from the following four categories as they weigh in with their opinions about diabetes: non-pharma organizations (e.g., American Diabetes Association, Federal Drug Association), non-medical influencers (e.g., Tom Hanks), pharmaceutical companies (e.g., Merck, Sanofi), medical professionals (e.g., Dr. Joel Joel Zonszein). appinions.com inventivdigital.com Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. 6
  • Non-pharma organizations and non-medical influencers elicit the most reaction. Average Net Influence Score Top 40 Influencers in Diabetes: Summary 120 100 100 Non-pharma organizations conduct influential research and organize public awareness events that capture attention. 77 80 Pharmaceutical companies’ influence comes mostly from news related to their corporate performance. 60 46 45 Pharmaceutical Companies Medical Professionals 40 20 0 No. of Influencers in top 40 appinions.com inventivdigital.com Non-Pharma Organizations 10 Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. Non-Medical Influencers 9 5 16 7
  • Non-Pharmaceutical Organizations dominate the top end of the diabetes influence spectrum Top Influencers in Diabetes: Rank 1-20 Top Influencers in Diabetes: Rank 21-40 American Diabetes Association Dr. Matthias Tschoep Tom Hanks American Heart Association FDA Dr. Robert Lustig Dr. Joseph Mercola Dr. Paul Zimmet International Diabetes Federation Novo Nordisk Diabetes UK Alicia Herron Dr. Joel Zonszein Dr. Rita Kalyani Health Ranger Barbara Young World Health Organization Dr. Juliana Chan CDC Joslin Diabetes Center Sanofi Alexandra Sifferlin Dr. David Katz Paula Deen Dr. Robert Ratner Dr. Katharine Barnard MannKind Dr. Anoop Misra Dr. Ronald Tamler Scott Wiener Michael Hirst Dr. Matthew Hobbs Dr. Kristian Reich Dr. Sadaf Farooqi Citi Lilly Walgreens Merck Dr. Steven Safyer Leonor Guariguata 0 50 100 Non-Pharmaceutical Organizations Non-Medical Influencers appinions.com inventivdigital.com Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. 150 200 250 300 Medical Professionals Pharmaceutical Companies 350 400 Net Influence Score 0 50 Net Influence Score 8
  • Top Influencers in Diabetes by category Pharmaceutical Companies Net Influence Score Medical Professionals Net Influence Score Sanofi 68 Dr. Joel Zonszein - Director, Clinical Diabetes Center, Montefiore Medical Center 88 Lilly 48 Dr. David Katz - Director, Prevention Research Center, Yale 62 Merck 48 Dr. Robert Ratner - Chief Scientific and Medical Officer, American Diabetes Association 61 Novo Nordisk 39 Dr. Anoop Misra - Chairman, Fortis Centre for Diabetes 59 MannKind 30 Dr. Matthew Hobbs - Head of Research, Diabetes UK 50 GlaxoSmithKline 22 Dr. Sadaf Farooqi - Senior Research Associate, Cambridge University 49 Lexicon Pharmaceuticals 22 Leonor Guariguata - Epidemiologist, Project Coordinator, IDF Diabetes Atlas 46 AstraZeneca 22 Dr. Matthias Tschoep - Researcher, Institute for Diabetes and Obesity, Helmholtz Zentrum 45 Insulet 19 Dr. Robert Lustig - Professor, Clinical Pediatrics, UCSF 40 Medtronic 16 Dr. Paul Zimmet - Director Emeritus, Baker IDI Heart and Diabetes Institute 39 Non Pharmaceutical Organizations Net Influence Score Non-Medical Influencers Net Influence Score American Diabetes Association 352 Tom Hanks - Actor 265 FDA Dr. Joseph Mercola - Online Healthcare Guru 128 International Diabetes Federation 111 Health Ranger - Online Healthcare Guru 86 Diabetes UK 90 Supervisor Scott Wiener - Supervisor, San Francisco County 50 World Health Organization 73 Alicia Herron – Widow of Jack Lamar Roberson, shot dead by police while CDC 71 he overdosed on diabetes drugs 39 American Heart Association 45 Barbara Young - CEO, Diabetes UK 36 Joslin Diabetes Center 34 Alexandra Sifferlin - Writer, TIME Healthland 33 Citi 27 Paula Deen - Celebrity Chef 31 Walgreen 25 Michael Hirst - President, IDF 29 Michael Bloomberg - Mayor, New York City 24 169 Highlighted influencers were selected for further analysis appinions.com inventivdigital.com Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. 9
  • Influencer Analysis This section examines the top influencers taken from each category to determine the factors that drive change in their influence over time. For the American Diabetes Association, FDA, Tom Hanks, Dr. Joseph Mercola, Dr. Joel Zonszein, Dr. David Katz, Sanofi, Eli Lilly and Company, Merck, and Novo Nordisk, the deep dive analysis reveals their influence scores and a break down of the most influential opinions by source, which all provide a holistic look at their influence. appinions.com inventivdigital.com Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. 10
  • ADA reinforces its mission as a trusted diabetes resource Net Influence Net Score Influence Score 500 Influential Opinion Count Influential Opinion Count 150 Opinion Volume Influence Score Opinion Volume 500 400 150 120 Influence Score 400 120 300 90 The data reinforces that opinion volume alone is not an indication of influence. The data reinforces that opinion volume Influence accounts for who is influenced alone is not an indication of influence. and where the opinions are is influenced Influence accounts for who published. 300 200 200 90 60 60 and where the opinions are published. 100 30 30 100 0 0 9/16 9/16 9/23 9/30 10/7 10/14 10/21 10/28 11/4 11/11 11/18 11/25 9/23 9/30 10/7 10/14 10/21 10/28 11/4 11/11 11/18 11/25 If left untreated, hypoglycemia can cause The American Diabetes Association estimates seizures and even death, according to the that the total national cost of diagnosed If left untreated, hypoglycemia can cause The American Diabetes Association estimates American Diabetes Association. diabetes in the United States is $245 billion. seizures and even death, according to the that the total national cost of diagnosed – Yahoo! Health – Examiner American Diabetes Association. diabetes in the United States is $245 billion. – Yahoo! Health – Examiner The American Diabetes Association reports that 25.8 American Diabetes Association million children and adults in the United States -- or The American Diabetes Association reports that 25.8 creates reports that become about 8 percentand adults in the United States -- or American Diabetes Association million children of the population -- have diabetes, and the overwhelming population -- type 2diabetes, majority has have disease. trusted sources that become creates reports of reference. about 8 percent of the – Reuters and the overwhelming majority has type 2 disease. trusted sources of reference. – Reuters appinions.com inventivdigital.com Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. 0 0 The percentage of women diagnosed with percentage diabetes isdiagnosed The gestational of women increasing in the United States and with gestational diabetes is the American Diabetes States and increasing in the UnitedAssociation estimates thatDiabetes Association18 the American it will occur in up to percent of that it will occur in up to 18 estimates all pregnancies. percent of all pregnancies.– FoxNews – FoxNews 11
  • FDA’s influence is driven by published research material Net Influence Score 400 Influential Opinion Count 80 Opinion Volume Influence Score 300 60 200 40 100 20 0 9/16 9/23 9/30 10/7 10/14 We were the originator of this petition and we’re thrilled the FDA is confirming that whole grains have a positive effect on people’s health and well-being and can help reduce the risk of developing type 2 diabetes. – The Street FDA makes influential decisions on the health implications of various food and drugs. appinions.com inventivdigital.com Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. 10/21 10/28 11/4 11/11 11/18 11/25 0 Sildenafil may interact with nitrates -- found in some prescription drugs and often taken by men with diabetes, high blood pressure, high cholesterol, or heart disease -- and could lower blood pressure to dangerous levels, the FDA said. – Reuters The U.S. Food and Drug Administration (FDA) has determined that recent data for rosiglitazone-containing drugs, such as Avandia, Avandamet, Avandaryl, and generics, do not show an increased risk of heart attack compared to the standard type 2 diabetes medicines metformin and sulfonylurea. – FDA 12
  • Tom Hanks had a sharp increase in influence after his announcement about diabetes Tom Hanks, Actor Tom Hanks, Actor Net Influence Score Net Influence Score 700 Opinion Volume Tom Hanks is unable to sustain the same level of conversation after the initialHanks is unable to sustain as a Tom announcement, behaving the temporal influencer. same level of conversation after the initial announcement, behaving as a temporal influencer. 600 700 500 600 400 500 Influence Score Opinion Volume Influence Score Influential Opinion Count Influential Opinion Count 350 300 350 250 300 200 250 300 400 150 200 200 300 100 150 100 200 50 100 0 100 0 9/16 9/23 9/30 10/7 10/14 10/21 10/28 11/4 11/11 11/18 11/25 9/16 9/23 9/30 10/7 10/14 10/21 10/28 11/4 11/11 11/18 11/25 Yep, I have #2 diabetes. Type 1 is VERY SERIOUS! Type 2 I can manage with good Yep, I have #2 Hanx habits. I shall! diabetes. Type 1 is VERY SERIOUS! Type 2 I can manage with goodTwitter habits. I shall! Hanx - Twitter A few days before we meet he appeared on the David Letterman Show in the US and mentioned A few days diabetes. that he has before we meet he appeared on the David Letterman Show in the US and mentioned - The Guardian that he has diabetes. - The Guardian appinions.com inventivdigital.com Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. 0 50 0 Tom Hanks says he can't gain weight for movie roles anymore because of diabetes diagnosis Tom Hanks says he can't gain weight for movie roles - E! Online anymore because of diabetes diagnosis - E! Online As one of the most iconic actors, Tom Hanks is able to generate and capture a lot of attention. Can he drive a As one of the on this issue? What might a partnership lasting impactmost iconic actors, Tom Hanks is able to generate and capture yield? attention. Can he drive a with a drug company a lot of lasting impact on this issue? What might a partnership with a drug company yield? 13
  • Influential health gurus could impact a brand Net Influence Score Net Influence Score 250 250 200 200 150 Dr. Joseph Mercola, Internet Health Guru Dr. Joseph Mercola, Internet Health Guru Influential Opinion Count Influential Opinion Count 5 Opinion Volume Influence Score Opinion Volume Influence Score 4 3 150 100 2 100 50 1 50 0 9/16 0 9/16 9/23 9/23 9/30 9/30 10/7 10/7 Two years ago, Kellogg had the gall to claim, on their web site, that “sugar does not cause Two years 2 diabetes, heart the gall or obesity, type ago, Kellogg had disease to claim, on their web At the time, I commented hyperactivity.3"site, that “sugar does not cause obesity, type 2 diabetes, heart disease be that, was the truth to be accepted, they’d or hyperactivity.3" At the time, I commented fined for advertising fraud. that, was the truth to be accepted, they’d be - Mercola.com fined for advertising fraud. Mercola.com Dr. Joseph Mercola calls out-Kellogg in his article. Dr. Joseph Mercola calls out Kellogg in his article. appinions.com inventivdigital.com 10/14 10/14 10/21 10/21 10/28 10/28 11/4 11/4 11/11 11/11 11/18 11/18 11/25 11/25 0 5 4 3 2 1 0 #Broccoli has been repeatedly #Food Fact: Walnuts are good sources of plantshown to be one of nature's most based omega-3 fats, #natural phytosterols and #Food Fact: Walnuts powerful at free-radical #Broccoli has been repeatedly antioxidants that are so are good sources of plant- valuable #health-promoting foods, based omega-3 fats, #natural phytosterols and capable of preventing nature's most shown to be one of a number of scavenging that researchers called them antioxidants They’ve also been at free-radical health issues, including but not valuable #health-promoting foods, "remarkable…"that are so powerful shown to scavenging aging in rats and called heart that researchers boost them capable of preventing a number limited to hypertension, allergies, of reverse brain "remarkable…" They’ve also been shown to health osteoarthritis and #cancer. diabetes,issues, including but not health in people with diabetes. reverse brain aging in rats and boost heart limited to hypertension, - Facebook allergies, - Facebook health in people with diabetes. diabetes, osteoarthritis and #cancer. - mostly about processed food, sugar, and - Facebook Dr. Joseph Mercola’s opinions are Facebook natural diet linked to obesity and risk of diabetes. Dr. Joseph Mercola’s opinions are mostly about processed food, sugar, and natural diet linked to obesity and risk of diabetes. Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. 14
  • Influencers have the ability to increase the credibility of studies and findings Dr. Joel Zonszein, Director, Clinical Diabetes Center, Dr. Joel Zonszein, Director, Clinical Diabetes Center, Montefiore Medical Center Montefiore Medical Center Net Influence Influential Net Score Influence Score Influential Opinion Count Opinion Count 200 200 Opinion Volume Opinion Volume Influence Score 160 160 Influence Score 20 20 16 16 120 120 12 12 80 80 8 8 40 40 4 4 0 0 9/16 9/16 9/23 9/23 9/30 9/30 10/7 10/7 10/14 10/14 10/21 10/21 10/28 10/28 11/4 11/4 11/11 11/11 11/18 11/18 11/25 11/25 0 0 “[Insulin pill] is a much more natural physiological approach,” said Dr. Joel Zonszein, “[Insulin of the Clinical Diabetes Center at Montefiore Medical said Dr. in New York. director pill] is a much more natural physiological approach,” Center Joel Zonszein, director of the Clinical Diabetes Center at Montefiore Medical Center in New - Reuters York. - Reuters “PCI [percutaneous coronary intervention] tends to fix only a little bit at a time, but “PCI [percutaneous coronary intervention] tends to fix only a little bit at a time, but people with diabetes have very diffuse disease” people withStudy in the Octvery diffuseof Journal of the American Medical Association, - diabetes have 16th issue disease” - Study in the Oct 16th issue of Journal of the American Medical Association, via Businessweek via Businessweek “Weight gain is very easy, but to lose weight is very difficult. This was a careful Dr. Joel Zonszein’s opinions lend “Weight gain is and I easy, but towhat they've is very difficult. This was a careful meta-analysis, very agree with lose weight found. We don't yet understand Dr. Joel Zonszein’s opinions lend credibility to new studies and findings. meta-analysis, and I agree withcause they've found. We 2 diabetes.” exactly how bariatric surgeries what remission of type don't yet understand credibility to new studies and findings. exactly how bariatric surgeries cause remission of type 2 diabetes.” via HealthDay - Study published on Oct 22nd in the BMJ, - Study published on Oct 22nd in the BMJ, via HealthDay A hearty breakfast that includes protein A hearty breakfast that includes protein and fat may actually help people with and fatdiabetes better control both their type 2 may actually help people with type 2 diabetes better control levels. hunger and their blood sugar both their hunger and their blood sugar levels. - Research presented at the European - Association for the Study of European Research presented at the diabetes, Association for the Study of diabetes, via Fox via Fox appinions.com inventivdigital.com Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. 15
  • Influential doctors can fuel conversation Dr. David Katz, Director, Prevention Dr. David Katz, Director, Prevention Research Center, Yale Research Center, Yale Net Influence Net Score Influence Score 150 150 Influential Opinion Count Influential Opinion Count Opinion Volume Influence Score Opinion Volume Influence Score 120 120 5 5 4 4 90 90 3 3 60 60 2 2 30 30 1 1 0 0 9/16 9/16 9/23 9/23 9/30 9/30 10/7 10/7 10/14 10/14 10/21 10/21 I have the skills needed to reduce my lifetime risk of any major chronic disease -- heart disease, my lifetime risk of any major I have the skills needed to reducecancer, stroke, diabetes, dementia -- by 80 heart disease, cancer, stroke, diabetes, chronic disease -- percent and I want to pay it forward. - Huffington Post dementia -- by 80 percent and I want to pay it forward. - Huffington Post Katz, author of the new book DiseaseProof, believes that following a healthful Katz, author of the new book Diseaselifestyle can lower a persons a healthful Proof, believes that following risk of developing lower a such as cancer, lifestyle candiseasespersons risk of heart disease, and diabetes by as cancer, developing diseases such80 percent. heart disease, and diabetes by 80- percent.Globe Boston - Boston Globe appinions.com inventivdigital.com Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. 10/28 10/28 11/4 11/4 11/11 11/11 11/18 11/18 11/25 11/25 0 0 Claim that “healthful lifestyle can lower a Claim that “healthful lifestyle can lower a person’s risk of cancer, heart disease, and person’s by 80%” is driving his influence. diabetes risk of cancer, heart disease, and diabetes by 80%” is driving his influence. With America’s growing obesity epidemic showing no signs of turning around, understanding how to prevent With America’s growing obesity epidemic showing no weight-related chronic disease, such as diabetes, signs of turning around, understanding how to prevent hypertension and heart disease, is even more critical, weight-related chronic disease, such as diabetes, especially among children, says is David Katz. hypertension and heart disease, Dr.even more critical, especially among children, says Dr. David Katz. - Time - Time 16
  • Sanofi’s social media efforts seem to offset the news around its negative financial performance Net Influence Net Score Influence Influential Opinion Count Influential Opinion Count 16 Opinion Volume 16 Opinion Volume Influence Score Influence Score 12 Score 160 160 120 12 120 80 8 80 8 40 4 40 4 0 0 9/16 9/16 9/23 9/30 10/7 10/14 10/21 10/28 11/4 11/11 11/18 11/25 9/23 9/30 10/7 10/14 10/21 10/28 11/4 11/11 11/18 11/25 Until now Sanofi looked like a lock to earn a corporate Sanofi looked like to lock special a Until now frog for their plan a sell to earn lunch bags for for their plan to sell special corporate frog patients with diabetes. lunch bags for patients with diabetes. –Forbes –Forbes French drug-maker Sanofi cut its 2013 profit forecast Sanofi cut its time French drug-maker for a second after a sharp slowdowna second time 2013 profit forecast for in China. – Reuters after a sharp slowdown in China. – Reuters Sanofi’s message of support and tips for diabetes patients Sanofi’s message of support and resonate across patients tips for diabetes social media. resonate across social media. appinions.com inventivdigital.com Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. 0 0 RT @SanofiUS: What is #diabetes? Be aware of your risk factors#diabetes? Be RT @SanofiUS: What is (& follow @Diabetes_Sanofi!): via @CDCgov aware of your risk factors (& follow – Twitter @Diabetes_Sanofi!): via @CDCgov – Twitter RT @Diabetes_Sanofi: A glimpse of #WDD support at @SanofiUS! How RT @Diabetes_Sanofi: A glimpse of are you raising awareness today? How are #WDD support at @SanofiUS! you raising awareness today? – Twitter – Twitter 17
  • Lilly’s sponsorship of Drive to Stop Diabetes creates sporadic influence Net Influence Net Score Influence Score 80 80 60 60 Influential Influential Opinion Count Opinion Count 160 160 Opinion Volume Opinion Volume Influence Score Influence Score 120 120 40 40 20 20 0 0 9/16 9/16 9/23 9/23 9/30 9/30 10/7 10/7 Boehringer Ingelheim and Eli Lilly Boehringer Ingelheim and Eli Lilly announced results from two post-hoc, announced results from two post-hoc, pooled analyses of data from placebopooled analyses of datawhichplacebocontrolled clinical trials, from controlled clinical trials, the dipeptidyl examined the safety of which examined the safety of the dipeptidyl peptidase-4 inhibitor linagliptin in peptidase-4 inhibitor linagliptin in adults with type 2 diabetes. adults with type 2 diabetes. – FoxBusiness – FoxBusiness appinions.com 80 80 There is little recurring conversation around Lilly’s There is little recurring conversationafter theLilly’s sponsorship around initial sponsorship after the initial announcement. announcement. inventivdigital.com 10/14 10/14 10/21 10/21 10/28 10/28 A major emphasis of our work is A major emphasis of ourpeopleis driven by the belief that work with driven byshould first be seen aswith diabetes the belief that people diabetes should firstLilly seen as is individuals. It's why be Diabetes individuals. It's why Lilly Diabetes is proud to support the American proud to support the American to Diabetes Association and Drive Diabetes Association and Drive to Stop Diabetes. Stop Diabetes. – Diabetes.org – Diabetes.org Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. 40 40 11/4 11/4 11/11 11/11 11/18 11/18 11/25 11/25 0 0 Eli Lilly threatens Novo's popular non-insulin Eli Lilly threatens Novo's popular non-insulin diabetes drug Victoza with a potential rival diabetes drug Victoza with a potential rival called dulaglutide that may be superior. called dulaglutide that may be superior. Reuters – – Reuters Lilly Announces Significant Global Insulin Lilly Announces Significant Global Insulin Manufacturing Capacity Investments in Manufacturing Capacity Investments in Response to Growing Diabetes Epidemic Response to Growing Diabetes Epidemic – Wall Street Journal – Wall Street Journal 18
  • Merck’s corporate strategy is its primary influence driver appinions.com inventivdigital.com Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. 19
  • Novo gets a boost during their sporadic social engagement appinions.com inventivdigital.com Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. 20
  • Why Influence Marketing in Healthcare By identifying top influencers in the field, Appinions and inVentiv can help companies shape the tenor of conversations around healthcare and encourage positive engagement through influence marketing. appinions.com inventivdigital.com Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. 21
  • Pharma Industry has traditionally been affected by a negative perception Pharma Industry has traditionally been affected by a negative perception. Harris Interactive Harris Interactive Gallup Poll Gallup Poll Reputation Institute Reputation Institute “A 5% “A 5% positive corporate positive corporate reputation reputation translates into translates into a 3 to 5% increase in a 3 to market value.” 5% increase in market value.” Copyright © 2013 Appinions. All rights reserved. appinions.com inventivdigital.com Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. 34 22
  • Appinions and inVentiv can help by... Identifying, analyzing, engaging, monitoring, and measuring influencers Providing actionable insights that can inform, guide and optimize marketing strategies appinions.com inventivdigital.com Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. Identifying key trends and topical themes for various disease states Analyzing your company’s influence versus competitors and/or the marketplace 23
  • Contact Us Contact Appinions Contact inVentiv Digital + Innovation To learn more about Appinions, contact Jason House (Jason.house@Appinions.com) or +1-646-292-8501. To learn more about inVentiv Digital + Innovation, contact Abdul Khimani (abdul.khimani@inventivhealth.com) or +1-212-462-8748 Web: www.appinions.com Twitter: @appinions LinkedIn: www.linkedin.com/company/appinions Web: www.inventivdigital.com Twitter: @inVentivDigital 18 East 41st St., 2nd Floor New York, NY 10017 450 West 15th St., New York, NY 10011 appinions.com inventivdigital.com Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved. 24