Listening & Monitoring

Pre-Launch
Digital Conversation Listening Benchmark
– Precision Medicine + Personalized Medicine + Personalized Healthcare –
November & December 2016
[produced by]

SUMMARY HIGHLIGHTS
01/06/2016
Digital Conversation Benchmark 2

o Pre-launch - the inclusive year-to-date benchmark discussion volume continues to reveal all inter-related topic categories are consistently
growing month over month (MoM), albeit still at marginally low levels. The general Precision Medicine topic (based on our applied filters and as
expected) is the largest discussion within the topic groupings.
o At present, the discussion remains to be predominantly among industry insiders and stakeholders. However, it is still predicted the overall
conversation, and in particular, the precision medicine topic will grow commensurately within mainstream America once the marketing
activities targeted at the general population are launched nationally and at full scale. And this continues to be the conversation which will be
most important to us for monitoring moving forward to gauge strength and appeal for the adoption of the initiative.
o Within each topic category, sub-topics remain to be broad and diverse without any one sub-topic creating mass influence at scale. Furthermore,
due to how content is generally being published and consumed (primarily among industry stakeholders and work profession followers), reach is
consistent at modest levels, yet continues to be not at scale to influence the mass population.
o Although influence at scale within the general population has yet to materialize, early published news and content, as it impacts general
population influence, can be categorized into three main sub-topic themes: 1) initiative awareness, 2) education and research benefit, and 3)
skepticism and/or adoption challenges.
o Sentiment ratios still represent a nascent, evolving discussion stage and is largely unformed (albeit with industry stakeholders and insiders).
These early sentiments do not yet account for shared general mass population opinions, values and beliefs.
o The conversation still is largely developing across social media with Twitter continuing to be the primary channel outlet based on the channel’s
inherent characteristics for driving backlinks to content. Facebook and Instagram community discussions are still in the early nascent stages of
forming. Of note, blogs and mainstream media outlets continue to play a critical role in the early topic discussion, where these outlets publish a
large part of the content, and of which is being shared across social media for general awareness and discovery.
o Gender within the overall discussion is now reasonably balanced with a slight advantage within the male segment. English and Spanish remain
the predominant languages of choice.
o We still expect to see as the initiative is launched, channels, communities and demographics will take on new characteristics as the general
populous becomes more widely aware of the initiative and as they begin to engage with content and express personal opinions, values and
belief structures.
SUMMARY HIGHLIGHTS
(November & December 2016)
01/06/2016

PRE-LAUNCH
TOPIC CATEGORY INSIGHTS
Metrics, Conversational Trends, Sentiments, & Influence
01/06/2016

11,445 18,853 17,046 11,248 11,899 13,360 13,505 13,947 12,867 13,368 13,219 10,141
8000
10000
12000
14000
16000
18000
20000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
YTD Discussion Trend Linear (YTD Discussion Trend)
01/06/2016
DISCUSSION VOLUME
How is the YTD conversation across all topic categories trending over time?
176,234 Total Mentions
YTD Benchmark View
PRECISION MEDICINE + PERSONALIZED MEDICINE + PERSONALIZED HEALTHCARE Dec 2016
STIMULUS: Precision Medicine Initiative Summit on Thursday, February 25, in Washington, D.C.
EFFECT: Discussion begins to
expand. General Theme: Precision
Medicine: Can We Afford it? Can We
afford Not to Explore it?
INFLUENCE: Pre-Launch - Growing conversation within camps of stakeholders and of special interest aligned followers.
Does not yet include mass population engagements and influence.
The MoM conversation continues to reveal a modest upward moving average leading up to launch.
Jan 2016

01/06/2016
DISCUSSION VOLUME
How is the YTD conversation across all topic categories trending over time?
YTD Benchmark View
PRECISION MEDICINE + PERSONALIZED MEDICINE + PERSONALIZED HEALTHCARE Dec 2016
The MoM conversation continues to reveal a mix of stakeholder
interest topics leading up to launch.
Jan 2016

100
200
300
400
500
600
700
800
900
1,000
11/1 11/3 11/5 11/7 11/9 11/11 11/13 11/15 11/17 11/19 11/21 11/23 11/25 11/27 11/29
Mentions
Mentions Moving Average
01/06/2016
DISCUSSION VOLUME
How is the monthly conversation across all topic categories trending?
13,219 Mentions
PRECISION MEDICINE + PERSONALIZED MEDICINE + PERSONALIZED HEALTHCARE Nov 30 2016
Monthly View (Pre-Launch)
Nov 01 2016
House OKs bill bolstering medical
research, drug approvals

What’s Next For Precision Medicine?
Fast Company Innovation Festival - A panel of experts
discuss the potential – and the potential pitfalls – of the
medical model that proposes personalized, targeted
health care.
Hopes for Precision
Medicine Initiative,
Cancer Moonshot
rest with lame-duck
Congress
Source: Modern Healthcare

01/06/2016
DISCUSSION VOLUME
How is the monthly conversation across all topic categories trending?
10,141 Mentions
PRECISION MEDICINE + PERSONALIZED MEDICINE + PERSONALIZED HEALTHCARE Dec 31 2016
Monthly View (Pre-Launch)
Dec 01 2016
Frontiers Conference in Precision
Medicine – University of Utah

10
We’re approaching an era in which we may be able to pinpoint the
exact genes causing our newborn’s birth defects, Grandma’s sickle
cell anemia and our own cancer… Full speed ahead, right?
Because huge health disparities—based on race, ethnicity, sex, disability,
socioeconomic status and other factors—persist in the U.S., it’s crucial that
precision medicine doesn’t further entrench the problem…
Source: Health Sciences – Utah.edu
Follow the #Path2Cures: The House again
overwhelmingly passed the 21st Century Cures Act on November
30, 2016, and passed the Senate on December 7, 2016.
The 21st Century Cures Act was signed into law on December 13,
2016.
The 21st Century Cures Act was approved by the House on July 10,
2015.
Source: BioTechniques - Precision Medicine Newsletter

Pre-Launch > MoM sub-topics continue to slightly change, but without any one sub-topic or single post to date creating
significant deviations in the overall size and scope of the monthly conversation…
DISCUSSION THEMES & SENTIMENTS
What are the general topic themes within the overall discussion?
01/06/2016
YTD Benchmark View
Sub-topics within the overall discussion remain broad and wide with a few themes coming
to the forefront based on early stakeholder activity and influence…

We will likely see post-launch, much stronger proponent and detractor convictions in both published content
and from opinions expressed by the general population.
How are positive sentiments influencing the overall discussion?
01/06/2016
YTD Benchmark View
Sentiment levels are still loosely being formed in the evolving and early discussion --
without strong persuasive convictions in substantial numbers.

01/06/2016
How is content publishing influencing positive discussion sentiments?
VA to employ artificial intelligence, precision
medicine for veterans
U.S. Department of Veterans Affairs signs five-year deal
with San Francisco-based Flow Health to apply AI in
making care plans personalized…
Flow Health CEO Alex Meshkin said the organizations will
work together to improve disease detection, diagnosis,
treatment and management.
Source: HealthcareITNews, Nov 29 2016 (link)
Precision medicine goes mega-scale
The US Precision Medicine Initiative (PMI) aims to gather
health data on at least one million Volunteers. The
mission is to create the knowledge, policies, infrastructure
and culture to enable more targeted therapies and
prevention to keep people healthy. It will create an
astonishingly rich array of data that can be used to
address issues in health and disease that have dogged us
forever, especially in the area of health disparities.
Source: Nature, Sep 8 2016 (link)
DNA Testing Can Unlock the Path to Precision
Medicine & Personal Wellness
By pulling back the curtain on your molecular make up, you
can gain insights on how your body works and how your
diet, exercise, environment, lifestyle habits and behaviors,
and medications you take directly impact how you look, feel
and function.
Source: WorldHealth.net, Sep 2 2016 (link)
Americans are keen to take part in a national
precision medicine program
When precision medicine ended my 23-year struggle with
kidney cancer, I made it my mission to make individualized
health care available to all. Now I have the good fortune
to be part of a national precision medicine research effort
that Americans are not only excited about but are eager to
join. – Eric Dishman
Source: STAT, Sep 8 2016 (link)

01/06/2016
How are social media users influencing positive discussion?
Industry
Stakeholders
&
Insiders
General
Population
–
Special
Interest
Followers

Although the number of posts and articles are currently relatively few, as the post-launch discussion expands,
we are likely to see more opinion / editorial pieces touting the medical direction is flawed …
How are negative sentiments influencing the overall discussion?
01/06/2016
Varying conflicting opinions for precision medicine benefits will have impact
on early personal belief systems that will be formed within the general population.
YTD Benchmark View

01/06/2016
How is content publishing influencing negative discussion sentiments?
Genetic testing fumbles, revealing ‘dark side’ of
precision medicine
Enthusiasm for precision medicine, from the White
House down to everyday physicians, is at an all-time high.
But serious problems with the databases used to interpret
patients’ genetic profiles can lead to “inappropriate
treatment” with “devastating consequences,” researchers
at the Mayo Clinic warned on Monday.
Source: STAT, Oct 31 2016 (link)
Precision Medicine, Stuck In Second Grade, Flunks
Test Of Clinical Utility
A new study gives strong evidence that broad scale
general use of genetic information will have very little
value in guiding health decisions, and even has the
potential to cause far more harm than good. In particular,
the study shows that incidental findings from genetic
screening strategies have a very long way to go before
living up to the hype of precision medicine advocates.
Source: CARDIO|Brief, Jan 5 2016 (link)
When Gene Tests for Breast Cancer Reveal Grim Data
but No Guidance
At a time when genetic testing and genetically personalized
treatments for cancer are proliferating, buoyed by new
resources like President Obama’s $215 million personalized
medicine initiative, women with breast cancer are facing a
frustrating reality: The genetic data is there, but in many
cases, doctors do not know what to do with it.
Source: New York Times Health, Mar 11 2016 (link)
Precision medicine’s chicken and egg problem
15 years after the human genome project has been
completed, the progress of precision medicine appears to
be woefully slow… [some] believe precision medicine and
companion diagnostics have a chicken and egg problem…
whileprecisionmedicineispromisingandexciting,toactually
move the needle in healthcare, it has to demonstrate scale,
which so far it hasn’t.
Source: MedCity News, Aug 15 2016 (link)

01/06/2016
How are social media users influencing negative discussion?
Industry
Stakeholders
&
Insiders
General
Population
–
Special
Interest
Followers

112,512,367
67,004,343
55,126,803 56,156,695
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
Jan. Feb. Mar. Apr. May. Jun. Jul. Aug. Sep. Oct. Nov.
Precision Medicine Topic Personalized Healthcare Precision Medicine Initiative Personalized Medicine
01/06/2016
REACH & INFLUENCE
How far is the conversation potentially traveling across digital?
1,067,535,052 Total Reach
YTD Benchmark View
PRECISION MEDICINE + PERSONALIZED MEDICINE + PERSONALIZED HEALTHCARE Nov 2016
Potential Topic Reach is has just surpassed one billion impressions. We can expect
exponential impact as mainstream America weighs in on the conversation.
Jan 2016
(All) Reach Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
Totals 41,380,461 237,711,835 113,517,961 82,181,455 60,017,325 42,697,143 139,138,380 90,987,926 60,274,919 83,393,775 116,233,872
STIMULUS: Precision Medicine Initiative Summit on Thursday, February 25, in Washington, D.C.
INFLUENCERS: Maria Shriver, Steve Case, NIH, CDC eHealth, HHS.gov, The White House OSTP
MEDIA: Boston Globe, Scientific American,
NPR Health News
EVENTS: White House
Frontiers Conference
LEGISLATION:
Cure Bills Act Discussion

CHANNEL ANALYSIS
Where are people congregating across social and mainstream outlets?
01/06/2016
General Discussion
Social Media (85%)
Mainstream (15%)
Twitter (76%)
General News (7%)
Professional News (3%)
Blogs (4%)
Forums (4%)
14 Others (6%)
94840
8117
4559 4421 4088 3128 2018 576 367 395 128 70
Twitter General News,
Magazine
Blog Forum Professional
News
TV, Radio Regional
Newspaper
Facebook Institution,
Government
Instagram News Agency National
Newspaper
The current discussion can be found across all core digital channel outlets. However, Twitter continues to
be the early predominant channel of choice in share number of mentions, which is aligned to the
channel’s use benefit for sharing information and educational content links...
Discussion across Facebook has yet to largely materialize due to few ‘on-topic’ dedicated Pages and without an
official initiative Page activated.

DEMOGRAPHICS MAPPING
What are the early audience characteristics in the online discussion?
01/06/2016
58%
15%
8%
3% 4%
13%
English Spanish Japanese Turkish Portuguese Other
Male
Female
Demographics represent what can be expected; however, they are expected to change once the
initiative is launched and as mainstream America becomes engaged.

CONTENT INFLUENCE
What monthly content is getting shared and receiving the most backlinks?
01/06/2016
Rank Hyperlinked URLs (Click) Mentions
1 http://qz.com/831607/the-african-made-genetic-chip-could-revolutionize-medicine-made-for-africans/ 234
2 https://www.statnews.com/2016/10/31/genetic-testing-precision-medicine/ 124
3 https://www.statnews.com/2016/11/23/psychiatry-personalized-medicine/ 89
4 https://americansforprosperityfoundation.org/personalized-medicine-win-health-freedom/ 62
5
http://cloudtweaks.com/2016/11/american-heart-association-amazon-web-services-launch-cloud-based-
precision-medicine-data-marketplace/?utm_source=dlvr.it&utm_medium=twitter
52
6 https://twitter.com/i/web/status/801153432094523392 44
7 https://www.wired.com/2016/10/using-dna-to-cure-cancer/?mbid=social_twitter 41
8
http://www.fastcompany.com/3065248/the-fast-company-innovation-festival/whats-next-for-precision-
medicine
36
9 http://www.cell.com/trends/pharmacological-sciences/fulltext/S0165-6147(16)30131-6 35
10
http://newsroom.heart.org/news/american-heart-association-empowers-patients-and-advances-precision-
medicine-research-with-new-online-network
35

Rank #2: Source - STAT
Enthusiasm for precision medicine, from the White House down to everyday
physicians, is at an all-time high. But serious problems with the databases
used to interpret patients’ genetic profiles can lead to “inappropriate
treatment” with “devastating consequences,” researchers at the Mayo Clinic
warned on Monday.
https://www.statnews.com/2016/10/31/genetic-testing-precision-
medicine/
CONTENT INFLUENCE
01/06/2016
http://qz.com/831607/the-african-made-genetic-chip-could-
revolutionize-medicine-made-for-africans/
Rank #1: Source – QZ.com

Rank #4: Source – Americans for Prosperity Foundation
https://americansforprosperityfoundation.org/personalized-
medicine-win-health-freedom/
What would you do if you had two children and one of them was
getting better on a drug and you just needed this drug for your
other son?
Earlier this year, Jenn McNary asked this question, describing her life-
long fight for two of her sons who have Duchenne Syndrome, a
common form of childhood muscular dystrophy.
Yesterday, the family experienced a very special victory when the drug
was finally approved by the FDA after years of families and
communities fighting for it’s availability!
CONTENT INFLUENCE
01/06/2016
Prescribing a medication or other therapy is as much art as science. Efforts to
use blood-based tests for biomarkers and genetic tests to better match
treatments to patients make sense. Psychiatrists are joining the chorus in
calling for — and exploring — such tests. Yet this approach hasn’t paid off for
psychiatry, and is elbowing aside other opportunities to help patients today.
Rank #3: Source - STAT
https://www.statnews.com/2016/11/23/psychiatry-personalized-
medicine/

Rank #6: Source – Scientific American
https://www.scientificamerican.com/page/sponsored/memorial
-sloan-kettering-cancer-center/five-cutting-edge-cancer-
treatments/
CONTENT INFLUENCE
01/06/2016
Rank #5: Source – Cloud Tweaks
http://cloudtweaks.com/2016/11/american-heart-association-
amazon-web-services-launch-cloud-based-precision-medicine-
data-marketplace/?utm_source=dlvr.it&utm_medium=twitter

http://www.fastcompany.com/3065248/the-fast-company-
innovation-festival/whats-next-for-precision-medicine
Rank #8: Source – Fast Company Magazine
CONTENT INFLUENCE
01/06/2016
https://www.wired.com/2016/10/using-dna-to-cure-
cancer/?mbid=social_twitter
Rank #7: Source – Wired Magazine

CONTENT INFLUENCE
01/06/2016
Rank #10: Source – American Heart Association
http://newsroom.heart.org/news/american-heart-association-
empowers-patients-and-advances-precision-medicine-research-
with-new-online-network
Skepticism
http://www.cell.com/trends/pharmacological-
sciences/fulltext/S0165-6147(16)30131-6
Rank #9: Source – Trends in Pharmacological Sciences
Understanding how individual people respond to medical therapy is a
key facet of improving the odds ratio that interventions will have a
positive impact. Reducing the non-responder rate for an intervention or
reducing complications associated with a particular treatment or surgery
is the next stage of medical advance.
The Precision Medicine Initiative, launched in January 2015, set the
stage for enhanced collaboration between researchers and medical
professionals to develop next-generation techniques to aid patient
treatment and recovery, and increased the opportunities for impactful
pre-emptive care.
The microbiome plays a crucial role in health and disease, as it
influences endocrinology, physiology, and even neurology, altering the
outcome of many different disease states, and it augments drug
responses and tolerance. We review the implications of the microbiome
on precision health initiatives and highlight excellent examples, whereby
precision microbiome health has been implemented.

HASHTAG INFLUENCE
What topic related hashtags are most commonly being used?
01/06/2016
Rank Hashtag Number of Mentions
1 #precisionmedicine 27,138
2 #bigdata 3,454
3 #healthcare 3,340
4 #personalizedmedicine 2,741
5 #genomics 2,295
6 #cancer 2,260
7 #medicine 1,548
8 #digitalhealth 1,338
9 #pminetwork 1,287
10 #healthit 1,139

APPENDICES
Objectives, Methodology, Keyword Query Logic
01/06/2016

o This overview represents a continuing series of benchmarks to measure the impact of future activities for creating
influence within the topic categories defined.
o In particular we are interested in how the discussion is evolving as it relates to the global NIH initiative discussion topic,
but also the impact and influence on the generic precision medicine and inter-related topic discussions.
o This series of pre-launch analyses are conducted with the objective to analyze how the online discussion is shaping
influence within the general population as more stakeholders join the discussion and as shared content grows in
volume.
o Post launch, the monthly analysis will be used to guide and optimize future marketing efforts aligned to channel,
message and content use.
o We have verified the precision medicine online discussion is present within all defined topic categories.
o Nomenclature use, semantics and the often and frequent use of interchangeable words to describe the medical research
direction and its benefit is common throughout the discussion – reinforcing the continuous need for monitoring the
peripheral topic categories which include personalized medicine and personalized healthcare.
GUIDING OBJECTIVES
01/06/2016

Period Reviewed November 2016 (measured against a YTD benchmarks).
Analysis Objective The overall objective for the listening program is to continually benchmark, measure and analyze the brand
and topical discussion across the digital landscape – especially among discussions occurring among the
general population. It is our goal to be able to collect and leverage insights as value added intelligence to
steer, adapt and optimize the planned content and publishing strategies.
Topic Analysis Four core inter-related topic categories have been defined. < 1 > the Precision Medicine general topic
discussion, < 2 > the NIH associated Precision Medicine Initiative topic discussion, < 3 > the Personalized
Medicine general topic discussion, and < 4 > the Personalized Healthcare general topic discussion.
[Each of these topic categories have been chosen based on where the topical conversation may appear
across the digital landscape without regard to commonly found semantic nuances that may be used within
the overall general population discussion.]
Data Collection Data collection and analysis has been guided by applied data filters: >> the chosen time period(s), >> the
U.S. geography, >> all language use, and >> the inclusion of all core digital mainstream and social media
outlets.
 Mainstream Outlets - (regional and national news outlets, institution and government news,
professional and industry news, company news, general news outlets, news agencies, and TV and radio
digital outlets).
 Social Media Channel Outlets - (blogs, forums, Twitter, Facebook, Instagram, video and photo sharing
sites, consumer opinion sites and a variety of hosted communities).
Keyword Queries Boolean query logic has been used to build the keyword sets for each of the defined topic categories to
enable the platform tool to crawl the web and to collect the data insights according to API rights associated
with each channel outlet. Keyword groupings can be found in the appendix.
Measurement & Analysis Insights are based on both quantitative with qualitative analysis, and which is used to measure and analyze
conversation amplitudes, discussion themes, content resonance, reach, influence, and evolving sentiments.
Tool Platform Synthesio Social Listening & Intelligence Platform
METHODOLOGY & PROCESS
01/06/2016

KEYWORD QUERY LOGIC
Topic Keyword Groupings
01/06/2016
Precision Medicine
(All Inclusive Topic Discussion)
Precision Medicine Initiative
(Associated NIH Linked Topic Discussion)
Personalized Healthcare
(General Topic Discussion)
("Precision Medicine Initiative" OR "Precision-Medicine Initiative" OR "NIH Precision
Medicine" OR "#precisionmedicineinitiative")
("PMI" OR "#PMI") AND ("precision medicine" OR "precisionmedicine" OR "precision-
medicine" OR "#precisionmedicine" OR "#precisionmedicineinitiative" OR "Obama" OR "Whitehouse" OR "white
house" OR “NIH" OR "congress" OR "grant“
OR "grants" OR "medicine" OR "research" OR "science" OR "trial" OR "trials" OR "clinical" OR "health" OR "healthcare"
OR "national institutes of health" OR "national institutes for health" OR "national institute of health" OR "national
institute for health") NOT ("loan" OR "mortgage" OR "finance" OR "index" OR "market")
("personalized healthcare" OR "personalized health care" OR "personalised healthcare" OR "personalised health
care" OR “#personalizedhealthcare”) NOT (“beauty” OR “skin” OR “hair” OR “face”)
("precision medicine" OR "precision-medicine" OR "precision medicin” OR “precisionmedicine”
OR "#precisionmedicine" OR "#precisionmedicineinitiative" OR "@PMINetwork" OR “PrecisionMedicin” OR "#precision
#medicine")
("PMI" OR "#PMI") AND ("precision medicine" OR "precisionmedicine" OR "precision-
medicine" OR "#precisionmedicine" OR "#precisionmedicineinitiative" OR "Obama" OR "Whitehouse" OR "white
house" OR “NIH" OR "congress" OR "grant“
OR "grants" OR "medicine" OR "research" OR "science" OR "trial" OR "trials" OR "clinical" OR "health" OR "healthcare" OR
"national institutes of health" OR "national institutes for health" OR "national institute of health" OR "national institute for
health") NOT ("loan" OR "mortgage" OR "finance" OR "index" OR "market")
Personalized Medicine
(General Topic Discussion)
("Personalized Medicine" OR "Personalised Medicine" OR "#personalizedmedicine" OR "#genomic
#medicine" OR "personalizedmedicine" OR "personalisedmedicine")

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