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Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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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.

Published in: Healthcare, Health & Medicine
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Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

  1. 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. 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. 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. 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. 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.
  6. 6. >300 HCP Roles
  7. 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
  8. 8. >200,000 posts; 19,000 HCPs in >125 countries n=16,896
  9. 9. HCP networks within networks n=16,896
  10. 10. Most influential endocrinologists – virtual network
  11. 11. Relationship mattersRelationship matters A virtual professional network connected by diabetes Endocrinologists discussing diabetes online
  12. 12. HCP: Activism for patients Partha Kar is also the most engaged HCP by peers in diabetes Endocrinologist, General Physician, Clinical Director, UK Activating
  13. 13. Multi-dimensional data Place Roles Topics & issues Time
  14. 14. Time & role: what the data tells us Roles Time
  15. 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. 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. 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. 18. News: Fall in diabetes-related deaths – sceptics? 17-23 June 2013 General Practitioner & Blogger UK Questioning Sceptical
  19. 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. 20. News: Roche halts trial of diabetes drug 8-14 July 2013 Endocrinologist USA Frustrated
  21. 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. 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. 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. 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. 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. 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
  27. 27. Multi-dimensional data Place Roles Topics & issues Time
  28. 28. Time & topics: what the data tells us Topics & issues Time
  29. 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. 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. 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
  32. 32. Multi-dimensional data Place Roles Topics & issues Time
  33. 33. Place & topics: what the data tells us Place Topics & issues
  34. 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. 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
  36. 36. INSIGHTS FOR PHARMA
  37. 37. HCPs who talk about diabetes and pharma brands
  38. 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. 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
  40. 40. GSK & products global picture – map of HCPs
  41. 41. GSK examples Medical Professional USA Internist USA Pharmacist USA Medical Doctor USA Assc. Prof Medicine USA Sensational Alarmed Sharing Shocked? Balancing
  42. 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. 43. Avandia – the feedback Internist Canada Clinical Pharmacist USA Family Doctor USA Nutritionist USA Warning Encouraging Warning Warning
  44. 44. Reaction turns more positive Chaiman, Dept Psychiatry USA Physician USA Anaesthetist Spain Lipidology Expert USA Pharmacist USA Supportive Supportive Hopeful Empathetic Encouraging
  45. 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. 46. What next? Dive deeper: Questions about this study? daniel.ghinn@creationhealthcare.com @EngagementStrat www.creationhealthcare.com

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