Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

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Digital Opinion Leaders in Diabetes is the largest behavioural study ever conducted into healthcare professionals’ views on the diagnosis and management of diabetes as expressed in their conversations in public social media.

The study, which has analysed over 200,000 social media posts by healthcare professionals worldwide over a 1-year period between April 2013 and March 2014, includes contributions from professionals in a wide range of medical specialities as well as primary care physicians, nurses, and pharmacists, located in more than 120 countries.

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  • Our vision: how can the research we do into the digital behaviour of HCPs, with Creation Pinpoint, make a difference in the world of diabetes?

    References:
    http://www.who.int/nmh/en/
    IDF

  • Reach: Number of people connected to (and including) HCPs speaking about diabetes during the study: 8,189,534
    Number of HCPs in extended community (1st-level): 47,875
    Number of HCP contributors: 19,068
    Number of non-Twitter posts: 16,487
    Number of Tweets: 189,402
    Total posts & Tweets analysed: 205,889
  • The endocrinologists who are most-followed by other HCPs (most of whom are not shown here).
  • Sources:
    http://vickisnotebook.blogspot.co.uk/2013/10/when-two-tribes-go-to-war.html
  • Sources:
    https://twitter.com/WasimZahid/statuses/348013647194386433
    http://www.bbc.co.uk/news/health-22995158#?utm_source=twitterfeed&utm_medium=twitter
  • SOURCES:
    https://twitter.com/DocMartin68/statuses/347960099966447616
  • Source:
    https://twitter.com/IanatPHP/status/348339898618609664
  • Sources:
    http://www.nytimes.com/2013/07/11/business/roche-abandons-new-diabetes-drug.html?partner=rss&emc=rss&smid=tw-nytimes&_r=0
    https://twitter.com/DrElena/statuses/354924642659614722
  • Sources:
    https://twitter.com/PabloJooMD/statuses/354905497163415552
    https://twitter.com/palmd/statuses/354933961589403650
  • Sources:
    https://twitter.com/EricTopol/statuses/350325138912321537
    http://stm.sciencemag.org/content/5/191/191ra82
    https://twitter.com/dr3ziz/statuses/351364142239711232
    https://twitter.com/LeslieBattenND/statuses/351090924668977152
  • Source:
    https://twitter.com/now_its_nora/statuses/363405573754060802
  • Source:
    https://twitter.com/now_its_nora/statuses/363405573754060802
  • Sources:
    https://twitter.com/Diabetes_alDia/statuses/370880643422752768
  • Sources:
    http://www.bmj.com/content/347/bmj.f5001?tab=responses
  • Sources:
    https://twitter.com/Dr_Lanie/statuses/424738044382429185
    https://twitter.com/Paramedic_Mike/statuses/424343671492722688
    https://twitter.com/marlenatang/statuses/424320506301382656
    https://twitter.com/NorthShoreEndo/statuses/424935100019916800
  • Sources:
    https://twitter.com/TomVargheseJr/statuses/451347994864910336
    https://twitter.com/DodellMD/statuses/453502125650497536
    https://twitter.com/doctorinsulin/statuses/450735345551015936
  • Sources:
    http://www.nejm.org/doi/full/10.1056/NEJMoa1401329?query=featured_home&#.UznYS1GWiqc.twitter
    https://twitter.com/wsliauw/statuses/450740674837495808

    Bariatric surgery – interesting views

    The year’s hottest topic in diabetes treatment???

    India – may be covered by insurance now not simply seen as csometic?
    https://twitter.com/Charakan/statuses/443991515681931264

    https://twitter.com/nattilyjean/statuses/455532047646195713 - strong views from pharmacist
    https://twitter.com/DocKamran/statuses/428257732064731136
  • Sources:
    http://www.nejm.org/doi/full/10.1056/NEJMoa1401329?query=featured_home&#.UznYS1GWiqc.twitter
    https://twitter.com/wsliauw/statuses/450740674837495808

    Bariatric surgery – interesting views

    The year’s hottest topic in diabetes treatment???

    India – may be covered by insurance now not simply seen as csometic?
    https://twitter.com/Charakan/statuses/443991515681931264

    https://twitter.com/nattilyjean/statuses/455532047646195713 - strong views from pharmacist
    https://twitter.com/DocKamran/statuses/428257732064731136
  • Sources:
    https://twitter.com/decanamedicina/statuses/372838838181175296
    http://www.hoy.es/rc/20130828/mas-actualidad/sociedad/diabetes-principales-causas-muerte-201308280028.html
    http://who.int/mediacentre/factsheets/fs310/en/
  • Sources:
    http://www.medpagetoday.com/Endocrinology/Diabetes/43787
    http://www.medpagetoday.com/comments.cfm?tbid=43787
    https://twitter.com/gastromom/statuses/423821948871663616
    https://twitter.com/tomwhalen/statuses/423071262491955202
    https://twitter.com/mburton0214/statuses/423135284268515328


  • Sources:
    https://twitter.com/dokikoYAMAYOKO/status/422990657016184832
     
    Profile:
    I am an obstetrician and gynaecologist. 1/3rd of my tweets are about medicine, 1/3 are about cats, and about 1/3rd are about home and my children. I am sorry that all my tweets are all so silly. My cats are a Brishow, a Russian, and a Bombay.
     
    Kitakantou
     
    From https://twitter.com/dokikoYAMAYOKO/status/422990657016184832
     
     
     
    Dokiko
    ‏@dokikoYAMAYOKO
    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.
     
     
     
     
     
    Chunko ‏@junta0201 Jan 14
    @dokikoYAMAYOKO There are some, there are. They don’t even check for infectious diseases in the early stage examinations and discretionary checks, and then for mid stage examinations they just check the red blood cell count. But, locally, they’re known as a friendly and popular maternity hospital ^_^;. Pregnant women think that just because an establishment puts up a sign they’re doing things properly, so I think it’s really sad for those going to that place.^_^;.
     
     
     

     
    Dokiko ‏@dokikoYAMAYOKO Jan 14
    @junta0201 Yeah, there are, aren’t there. I’m so tired of it. They’re cheap too, so the patients seem to like them. It’s seriously sad for the patients.
  • In Japan, HCPs talk less about prevention & risk; more about diagnosis, monitoring & testing. In Venezuela, prevention is the big topic.
    In South America, prevention & risk is a bigger concern than in N America (by %).
    Why? Let’s take a look at one possible factor.
  • Source: http://medicinapreventiva.info/3181/medicina/variacion-genetica-en-latinoamericanas-les-hace-tener-un-mayor-riesgo-de-diabetes-tipo-ii/
  • Sources:
    http://www.medpagetoday.com/Endocrinology/Diabetes/43787
    http://www.medpagetoday.com/comments.cfm?tbid=43787
    https://twitter.com/gastromom/statuses/423821948871663616
    https://twitter.com/tomwhalen/statuses/423071262491955202
    https://twitter.com/mburton0214/statuses/423135284268515328


  • Digital Opinion Leaders in Diabetes: The Worldwide HCP Social Media Study

    1. Digital Opinion Leaders in Diabetes The Worldwide HCP Social Media Study Daniel Ghinn, Creation Healthcare @EngagementStrat Tweet with: #CPDiabetes
    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. 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. 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. 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. >300 HCP Roles
    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. >200,000 posts; 19,000 HCPs in >125 countries n=16,896
    9. HCP networks within networks n=16,896
    10. Most influential endocrinologists – virtual network
    11. Relationship mattersRelationship matters A virtual professional network connected by diabetes
    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. Multi-dimensional data Place Roles Topics & issues Time
    14. Time & role: what the data tells us Roles Time
    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. 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. 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. News: Fall in diabetes-related deaths – sceptics? 17-23 June 2013 General Practitioner & Blogger UK Questioning Sceptical
    19. News: Fall in diabetes-related deaths – sceptics? 17-23 June 2013 Medical Public Health Consultant UK General Practitioner UK Jobbing General Practitioner UK
    20. 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
    21. News: Roche halts trial of diabetes drug 8-14 July 2013 Endocrinologist USA Frustrated
    22. 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
    23. 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
    24. 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
    25. News: Type 1 Diabetes Vaccine 24-30 June 2013 Medical Doctor Kuwait Cardiologist & Editor-in-Chief USA Licensed naturopathic physician USA Optimistic Positive Excited
    26. 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
    27. 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
    28. Projection on US diabetes by 2020 29 July – 4 August 2013 Neurosurgeon; Medical Correspondent USA Alerting
    29. 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
    30. 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
    31. 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
    32. 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
    33. 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
    34. Studies: Fruit consumption & risk of Type 2 Diabetes 26 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
    35. 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
    36. May 2013 Apr 2014 24-30 Jun 2013 T1D Vaccine trial results Global diabetes timeline: Roles Primary Care / GPs 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 26 Aug – 2 Sep 2013 Study: Fruit juice vs raw fruit 19-25 Aug 2013 Study finds pumps > injections 120 80 40 14-Nov-2013 World Diabetes Day 13-19 Jan 2014 Google announces Smart Contact Lens Primary Care / GPs Dieticians All HCP conversation Endocrinologists Leadership roles Neurosurgeons Registered Nurses
    37. Google announces Smart Contact Lens 13-19 January 2014 Internist USA Paramedic Canada Emergency Doctor USA Endocrinologist USA Optimistic Optimistic Engaging Interested
    38. May 2013 Apr 2014 24-30 Jun 2013 T1D Vaccine trial results Global diabetes timeline: Roles Primary Care / GPs 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 26 Aug – 2 Sep 2013 Study: Fruit juice vs raw fruit 19-25 Aug 2013 Study finds pumps > injections 120 80 40 14-Nov-2013 World Diabetes Day 13-19 Jan 2014 Google announces Smart Contact Lens Primary Care / GPs Dieticians All HCP conversation Endocrinologists Leadership roles Neurosurgeons Registered Nurses
    39. May 2013 Apr 2014 24-30 Jun 2013 T1D Vaccine trial results Global diabetes timeline: Roles Bariatric Surgeons 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 26 Aug – 2 Sep 2013 Study: Fruit juice vs raw fruit 19-25 Aug 2013 Study finds pumps > injections 14-Nov-2013 World Diabetes Day 13-19 Jan 2014 Google announces Smart Contact Lens 31 Mar – 6 Apr Bariatric Surgery vs Intensive Med Therapy Dieticians All HCP conversation Endocrinologists Leadership roles Neurosurgeons Registered Nurses Bariatric Surgeons Primary Care / GPs 40 20
    40. Bariatric surgery for diabetes 31 March – 6 April 2014 Medical Oncologist, Clinical Pharmacologist Australia Activating
    41. Bariatric surgery for diabetes Wider global conversation over time Consultant Psychiatrist, UK *?&^$! * Medical Doctor, India Pharmacist, AustraliaClinical Psychologist, UK Affirming Challenging Challenging
    42. Multi-dimensional data Place Roles Topics & issues Time
    43. Time & topics: what the data tells us Topics & issues Time
    44. Global diabetes timeline: Topics by complication type HCP conversation about all diabetes topics May 2013 Apr 2014 30 Sep – 6 Oct 2013 Story: Exercise as good as drugs for treating diabetes 26 Aug – 1 Sep 2013 WHO includes diabetes in top-10 causes of death worldwide Cardiovascular Death Feet Kidney disease Mental health Neurology Pain Sexual dysfunction Sight Stroke 600 400 200
    45. 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
    46. 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
    47. 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
    48. 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
    49. Multi-dimensional data Place Roles Topics & issues Time
    50. Place & topics: what the data tells us Place Topics & issues
    51. 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
    52. 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
    53. 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
    54. How to scope a study Therapy area What topics, therapy area and/or indication would you like to study? 1 Brand & comparative products Do you want to study mentions of your brand and/or comparative products? 2 Region What 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 factors Are 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 goals What do you hope to gain from the study? E.g. discover customer needs; plan messaging; develop advocates; measure results 6
    55. What next? Dive deeper: Questions about this study? daniel.ghinn@creationhealthcare.com www.creationhealthcare.com

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