In partnership with Convosphere, our teams together analysed the social media activity over ASCO 2018 from pharma, HCPs, experts and health organisations. To find out more from our findings, email thesocialcheckup@ogilvy.com
The Ogilvy and Convosphere partnership analysed the social media activity over EASD 2018 from pharma, HCPs, experts and health organisations. To find out more from our findings, email thesocialcheckup@ogilvy.com
Analysis - To which extend do brands use and analyze social media networksquintly
This presentation was given by Alexander Peiniger, Co-Founder and CEO of quintly at AllFacebook Marketing Conference. It covers how brands are using social media and how users are interacting with them. On our blog: https://www.quintly.com/blog/2015/11/brands-are-diversifying-their-social-network-presences/
In this study we analyzed 180,000 Facebook, Twitter and Instagram profiles during 2015. This allows us to find out how brands are using social media and how their community interacts with them.
The following study provides readers with insights on the most important Instagram stats during the second quarter of 2015. It analyzes 6,000 profiles, in different sized groups and presents the average performances of social media marketers. Further it gives social media marketers the possibility to benchmark their own profiles and learn from the most successful players in the market.
In this Twitter study for the first half of 2016 we analyzed 30,000 profiles. We were able to reveal that biggest profiles endure a steep drop in interactions. Smaller Twitter profiles seem to benefit form the micro-blogging service.
Instagram Study 2015 - This study analyzes 10,000 profiles during the year of 2015. Through this marketers are able to identify important developments in the past and predictions for the future.
Twitter continues to be an exciting platform for professional speakers to grow their speaking business and advance their public speaking career.
This presentation gives insight into social media generally and Twitter specifically and offers very practical advice for using the platform for building your personal brand as professional speaker.
Converting Existing Visitors to Customers Using Data, Testing, and Personaliz...Gregory Ng
http://www.brooksbell.com You have traffic coming to your website but how many of them are you converting? Here are 10 ways your competition are using data, testing, and personalization to convert more visitors to paying customers.
The Ogilvy and Convosphere partnership analysed the social media activity over EASD 2018 from pharma, HCPs, experts and health organisations. To find out more from our findings, email thesocialcheckup@ogilvy.com
Analysis - To which extend do brands use and analyze social media networksquintly
This presentation was given by Alexander Peiniger, Co-Founder and CEO of quintly at AllFacebook Marketing Conference. It covers how brands are using social media and how users are interacting with them. On our blog: https://www.quintly.com/blog/2015/11/brands-are-diversifying-their-social-network-presences/
In this study we analyzed 180,000 Facebook, Twitter and Instagram profiles during 2015. This allows us to find out how brands are using social media and how their community interacts with them.
The following study provides readers with insights on the most important Instagram stats during the second quarter of 2015. It analyzes 6,000 profiles, in different sized groups and presents the average performances of social media marketers. Further it gives social media marketers the possibility to benchmark their own profiles and learn from the most successful players in the market.
In this Twitter study for the first half of 2016 we analyzed 30,000 profiles. We were able to reveal that biggest profiles endure a steep drop in interactions. Smaller Twitter profiles seem to benefit form the micro-blogging service.
Instagram Study 2015 - This study analyzes 10,000 profiles during the year of 2015. Through this marketers are able to identify important developments in the past and predictions for the future.
Twitter continues to be an exciting platform for professional speakers to grow their speaking business and advance their public speaking career.
This presentation gives insight into social media generally and Twitter specifically and offers very practical advice for using the platform for building your personal brand as professional speaker.
Converting Existing Visitors to Customers Using Data, Testing, and Personaliz...Gregory Ng
http://www.brooksbell.com You have traffic coming to your website but how many of them are you converting? Here are 10 ways your competition are using data, testing, and personalization to convert more visitors to paying customers.
On Friday, August 24th, Marie Haynes presented at the 4th Annual Utah Digital Marketing Collective Conference:
Recap and video of this presentation will be located here, along with all of the other presenters. http://www.utahdmc.org/dmc-2018
Dr. Marie Haynes is someone who is completely obsessed with understanding how Google's algorithms work. Her growing company, Marie Haynes Consulting, works primarily to help websites perform better, especially after suffering a traffic drop. Marie regularly speaks at events like Pubcon and SMX."
Session Description
Core algorithm updates, and how to diagnose traffic drop issues that coincide with these updates.
Oleg Chumakov, CEO, Luden.io
What you need to know to join AR revolution and what they already did to save your time working with ARKit. Postmortem of developing ARrived godsim sandbox game.
Evolving and remaining relevant as QA - TConf 2018Theresa Neate
Quality Analysts (QAs) are not there to assure quality.
They are there to analyse quality and quality practices and advise on approaches to system quality. They are particularly good at helping mitigate quality risks because of their trained ability to question what seems to be there.
They are neither the gatekeepers of the releases, nor meant to be the bottlenecks for testing, nor the owners of quality.
We always need testing and feedback, but do we always need testers?
Sometimes we do, and sometimes we don’t. This talk is knowing when one is relevant and then knowing HOW to be relevant. This includes looking after your career as QA and staying ahead of the curve and remaining employable.
On Friday, August 24th, Marie Haynes presented at the 4th Annual Utah Digital Marketing Collective Conference:
Recap and video of this presentation will be located here, along with all of the other presenters. http://www.utahdmc.org/dmc-2018
Dr. Marie Haynes is someone who is completely obsessed with understanding how Google's algorithms work. Her growing company, Marie Haynes Consulting, works primarily to help websites perform better, especially after suffering a traffic drop. Marie regularly speaks at events like Pubcon and SMX."
Session Description
Core algorithm updates, and how to diagnose traffic drop issues that coincide with these updates.
Oleg Chumakov, CEO, Luden.io
What you need to know to join AR revolution and what they already did to save your time working with ARKit. Postmortem of developing ARrived godsim sandbox game.
Evolving and remaining relevant as QA - TConf 2018Theresa Neate
Quality Analysts (QAs) are not there to assure quality.
They are there to analyse quality and quality practices and advise on approaches to system quality. They are particularly good at helping mitigate quality risks because of their trained ability to question what seems to be there.
They are neither the gatekeepers of the releases, nor meant to be the bottlenecks for testing, nor the owners of quality.
We always need testing and feedback, but do we always need testers?
Sometimes we do, and sometimes we don’t. This talk is knowing when one is relevant and then knowing HOW to be relevant. This includes looking after your career as QA and staying ahead of the curve and remaining employable.
In partnership with Ogilvy Healthworld, our teams Convosphere analysed the social media activity over ASCO 2018 from pharma, HCPs, experts and health organisations, and our partners Ogilvy Healthworld created the digital strategy to inform future engagement. To find out more from our findings, email info@convosphere.com
Social Media Report UK Political Parties 2014SocialWin
We have analysed the Twitter activity of the most important UK political parties: The Labour Party, The Conservatives, Liberal Democrats, UKIP, British National Party and The Green Party.
A mock social media strategy for Starbucks Coffee for my Social Media Management class at the University of Florida. Includes KPI's, demographics, goals, traffic sources,online persona and voice and more.
The Arizona Republic's Chad Graham and the Reynolds Center's Robin J. Phillips present "Social Media ROI for Journalists" at the NLGJA 2013 Conference in Boston. A conference session sponsored by the Donald W. Reynolds National Center for Business Journalism, the training focuses on developing, tracking and reaching social media goals inside and outside the newsroom.
For more information about training for business journalists, please visit businessjournalism.org.
For access to other social media resources, please visit the training archive page at http://businessjournalism.org/2013/08/22/social-media-roi-for-journalists-self-guided-training/.
Would you like the (free) full report? Email thesocialcheckup@ogilvy.com to request it. The Social Check-up is a thought-leadership series brought to you by Ogilvy Health UK. The Social Check-up 2020 explores the trends in healthcare and pharmaceutical social media by looking at five aspects of Social Health; Corporate Identity, Community Management, Content, Tech Optimisation and Paid Social.
California Consumer Privacy Act: What your brand needs to knowOgilvy Health
Joe Youssef provides an insightful overview of the California Consumer Privacy Act (CCPA) that will take into effect in 2020. This presentation explores the key principles of the CCPA and how brands can prepare to ensure they are compliant with the policy.
World Mental Health Day 2018: Finding Her BalanceOgilvy Health
On Wednesday, October 10th, our colleagues were invited to join a workshop hosted by Berlin Cameron focused on raising awareness of mental health issues and mobilizing efforts in support of women’s mental wellness in the workplace. Continue reading to see the top takeaways from this inspiring event.
Market Access 101: Connecting Access Challenges to Brand OpportunitiesOgilvy Health
Last week, our payer marketing team hosted their inaugural All Access Festival event in our NJ headquarters. This rock concert-inspired event gave our colleagues an inside look at fundamental elements of optimizing market access strategies. Take a look at the presentation chock-full of insights from this event.
OCHWW @ SXSW: Bruce Mau's 24 Principles for Massive ChangeOgilvy Health
Our industry is no stranger to disruption and landscape shifts. These SXSW insights from OCHWW's Jose Mendoza illustrate how we can champion change and design for a better life.
Our head of digital, Chris Cullmann, alongside our team at Ogilvy CommonHealth Worldwide have developed a playbook for pharmaceutical and healthcare marketing in 2018.
Although not definitive, this playbook points to emerging platforms, the maturing of existing communication mediums, and areas that need your attention to be competitive in a rapidly evolving marketing space.
Take a first-hand look at the latest in digital health technology, the Virtual Reality Data Visualizer. Forged from a partnership between Ogilvy CommonHealth Worldwide and Patient Connect; this tool brings together a wealth of patient data with virtual reality expertise and immersive experiential technology. Check it out at this year’s European Respiratory Society Congress.
SXSW 2017 Takeaways: How One Visual Campaign is Fighting HomelessnessOgilvy Health
Ogilvy CommonHealth Worldwide's SVP, creative director, Kyle Grazia, alongside our team of experts took to the South by Southwest festival experiencing the latest and greatest in creativity, technology, and innovation. A consistent theme throughout the festival was that the ways we are communicating and experiencing content is rapidly evolving. Continue reading to see Kyle take a deeper look at how visual communication is changing the way we consume information. His analysis focused on a sessions examining a non-profit campaign fighting homelessness through visually engaging marketing materials.
Top 7 Insights from Years of Observing Real-world Healthcare Communication Ogilvy Health
Over the past 15 years, the Ogilvy CommonHealth Behavioral Insights team has used sociolinguistic techniques to study and improve healthcare communication. We spearheaded this research by studying dialogues between patients and healthcare providers using our proprietary methodology. Continue reading to better understand how to incite behavior change and improve healthcare communications.
On May 4th, The NJ office of Ogilvy CommonHealth Worldwide hosted more than 50 industry-leading thinkers to discuss the direction and evolution of electronic health record (E.H.R.) implementation and use within the US healthcare system. Take a look at our experts examining how to:
• Leverage industry resources
• Negotiate with the variety of e-Rx and E.H.R. platforms and providers
• Understand physician needs and challenges within E.H.R. platforms
OCHWW @ BIO: The Bio Pharma Forum on ERx and EHROgilvy Health
Advancements in electronic health records (EHRs) have reached a critical mass. They provided consumers and physicians the platforms to help patients better afford and comply with their medicationsand healthcare products, while offering pharmaceutical and healthcare companies effective ways to expand patient awareness, access, and adherence to their medications. Find out what our experts found to be the most impactful takeaways to become a savvy brand that uses EHRs to reach our targeted audiences.
OCHWW @ SXSW 2016: Trends and Takeaways for the Healthcare MarketerOgilvy Health
Observations and inspirations from the Ogilvy CommonHealth Worldwide (OCHWW) team that attended the South by Southwest (SXSW) Interactive 2016 festival. From virtual and augmented reality to geofencing and gaming in healthcare, our team saw it all. Here are the most impactful topics on display at this year's event.
The Digiday Digital Content Marketing Summit, held in Austin, Texas, from February 10-12, 2016, provided a forum for brands, publishers, agencies, and tech platforms to gather and talk about the current state and the future of digital content marketing. Find out what our experts found to be the most impactful takeaways to become a savvy brand that uses content marketing to reach targeted audiences along their journey.
The Ogilvy Commonhealth team experienced a vast array of interactive technology on display at SXSW 2015. Here is a snapshot of some of the most innovative technologies.
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We understand the unique challenges pickleball players face and are committed to helping you stay healthy and active. In this presentation, we’ll explore the three most common pickleball injuries and provide strategies for prevention and treatment.
Defecation
Normal defecation begins with movement in the left colon, moving stool toward the anus. When stool reaches the rectum, the distention causes relaxation of the internal sphincter and an awareness of the need to defecate. At the time of defecation, the external sphincter relaxes, and abdominal muscles contract, increasing intrarectal pressure and forcing the stool out
The Valsalva maneuver exerts pressure to expel faeces through a voluntary contraction of the abdominal muscles while maintaining forced expiration against a closed airway. Patients with cardiovascular disease, glaucoma, increased intracranial pressure, or a new surgical wound are at greater risk for cardiac dysrhythmias and elevated blood pressure with the Valsalva maneuver and need to avoid straining to pass the stool.
Normal defecation is painless, resulting in passage of soft, formed stool
CONSTIPATION
Constipation is a symptom, not a disease. Improper diet, reduced fluid intake, lack of exercise, and certain medications can cause constipation. For example, patients receiving opiates for pain after surgery often require a stool softener or laxative to prevent constipation. The signs of constipation include infrequent bowel movements (less than every 3 days), difficulty passing stools, excessive straining, inability to defecate at will, and hard feaces
IMPACTION
Fecal impaction results from unrelieved constipation. It is a collection of hardened feces wedged in the rectum that a person cannot expel. In cases of severe impaction the mass extends up into the sigmoid colon.
DIARRHEA
Diarrhea is an increase in the number of stools and the passage of liquid, unformed feces. It is associated with disorders affecting digestion, absorption, and secretion in the GI tract. Intestinal contents pass through the small and large intestine too quickly to allow for the usual absorption of fluid and nutrients. Irritation within the colon results in increased mucus secretion. As a result, feces become watery, and the patient is unable to control the urge to defecate. Normally an anal bag is safe and effective in long-term treatment of patients with fecal incontinence at home, in hospice, or in the hospital. Fecal incontinence is expensive and a potentially dangerous condition in terms of contamination and risk of skin ulceration
HEMORRHOIDS
Hemorrhoids are dilated, engorged veins in the lining of the rectum. They are either external or internal.
FLATULENCE
As gas accumulates in the lumen of the intestines, the bowel wall stretches and distends (flatulence). It is a common cause of abdominal fullness, pain, and cramping. Normally intestinal gas escapes through the mouth (belching) or the anus (passing of flatus)
FECAL INCONTINENCE
Fecal incontinence is the inability to control passage of feces and gas from the anus. Incontinence harms a patient’s body image
PREPARATION AND GIVING OF LAXATIVESACCORDING TO POTTER AND PERRY,
An enema is the instillation of a solution into the rectum and sig
Antibiotic Stewardship by Anushri Srivastava.pptxAnushriSrivastav
Stewardship is the act of taking good care of something.
Antimicrobial stewardship is a coordinated program that promotes the appropriate use of antimicrobials (including antibiotics), improves patient outcomes, reduces microbial resistance, and decreases the spread of infections caused by multidrug-resistant organisms.
WHO launched the Global Antimicrobial Resistance and Use Surveillance System (GLASS) in 2015 to fill knowledge gaps and inform strategies at all levels.
ACCORDING TO apic.org,
Antimicrobial stewardship is a coordinated program that promotes the appropriate use of antimicrobials (including antibiotics), improves patient outcomes, reduces microbial resistance, and decreases the spread of infections caused by multidrug-resistant organisms.
ACCORDING TO pewtrusts.org,
Antibiotic stewardship refers to efforts in doctors’ offices, hospitals, long term care facilities, and other health care settings to ensure that antibiotics are used only when necessary and appropriate
According to WHO,
Antimicrobial stewardship is a systematic approach to educate and support health care professionals to follow evidence-based guidelines for prescribing and administering antimicrobials
In 1996, John McGowan and Dale Gerding first applied the term antimicrobial stewardship, where they suggested a causal association between antimicrobial agent use and resistance. They also focused on the urgency of large-scale controlled trials of antimicrobial-use regulation employing sophisticated epidemiologic methods, molecular typing, and precise resistance mechanism analysis.
Antimicrobial Stewardship(AMS) refers to the optimal selection, dosing, and duration of antimicrobial treatment resulting in the best clinical outcome with minimal side effects to the patients and minimal impact on subsequent resistance.
According to the 2019 report, in the US, more than 2.8 million antibiotic-resistant infections occur each year, and more than 35000 people die. In addition to this, it also mentioned that 223,900 cases of Clostridoides difficile occurred in 2017, of which 12800 people died. The report did not include viruses or parasites
VISION
Being proactive
Supporting optimal animal and human health
Exploring ways to reduce overall use of antimicrobials
Using the drugs that prevent and treat disease by killing microscopic organisms in a responsible way
GOAL
to prevent the generation and spread of antimicrobial resistance (AMR). Doing so will preserve the effectiveness of these drugs in animals and humans for years to come.
being to preserve human and animal health and the effectiveness of antimicrobial medications.
to implement a multidisciplinary approach in assembling a stewardship team to include an infectious disease physician, a clinical pharmacist with infectious diseases training, infection preventionist, and a close collaboration with the staff in the clinical microbiology laboratory
to prevent antimicrobial overuse, misuse and abuse.
to minimize the developme
QA Paediatric dentistry department, Hospital Melaka 2020Azreen Aj
QA study - To improve the 6th monthly recall rate post-comprehensive dental treatment under general anaesthesia in paediatric dentistry department, Hospital Melaka
CHAPTER 1 SEMESTER V PREVENTIVE-PEDIATRICS.pdfSachin Sharma
This content provides an overview of preventive pediatrics. It defines preventive pediatrics as preventing disease and promoting children's physical, mental, and social well-being to achieve positive health. It discusses antenatal, postnatal, and social preventive pediatrics. It also covers various child health programs like immunization, breastfeeding, ICDS, and the roles of organizations like WHO, UNICEF, and nurses in preventive pediatrics.
2. ASCO ANNUAL MEETING 2018
90,309 Total Tweets around
ASCO 2018 (1-5 June, 2018)
500 Million Potential Impressions
20,600 Unique Authors
19 Mil
26 Mil 32 Mil 42 Mil
97 Mil
21,043
23,151
21,657
13,190
11,268
June 1 June 2 June 3 June 4 June 5
Tweets per Day
Potential Reach per Day
We analyzed Twitter coverage of ASCO 2018
3. TWITTER COVERAGE YEAR ON YEAR
2015 2016 2017
56,871
86,249
93,569 90,309
2018
Conversation has peaked and plateaued
4. Note: Time frame considered: 1st – 5th June, 2018
HCP SHARE OF CONVERSATIONS
28%
35%
40% 40%
2015 2016 2017 2018
HCPs make up 40% of the Twitter users talking about ASCO
5. Note: Time frame considered: 1st – 5th June, 2018
KEY STAKEHOLDER GROUPS
Media second greatest driver of conversation at ASCO 2018
6. TOP AUTHORS AND MENTIONS
8,300
@ASCO
1,000
@GlopesMd
@montypal990
830
750 670 670
570 550 520@sloan_kettering
@MDAndersonNews
@DrChoueiri
@theNCI
@DanaFarber
@ASCOPres
@ConquerCancerFd
The top handles were mainly US cancer institutes
Note: Time frame considered: 1st – 5th June, 2018
7. TAILORx
KEY TRIAL MENTIONS
Key trials discussed covered a range of different cancers
2,685
NCI / Breast Cancer
Research Foundation,
Komen Foundation
Breast
Cancer
CARMENA
1,418
Pfizer /
Assistance
Publique
Renal Cell
Carcinoma
KN 042
332
Merck & Co /
MSD
NSCLC
PRODIGE 7
148
UNICANCER
Colorectal
Cancer
CM 227
73
BMS
NSCLC
Note: Time frame considered: 1st – 5th June, 2018
Trial name:
Sponsored by:
8. Note: Time frame considered: 1st – 5th June, 2018
KEY HASHTAGS
5,100 8,000
78,000
ASCO AWARENESS
1,500 1,700
2,200 2,400
3,700
4,100
5,300
DISEASE AWARENESS
Disease awareness hashtags were frequently used by those
talking about ASCO
9. Based on share of total
cancer types mentioned
(~16,000 Tweets)
Based on share of total
cancer types mentioned
(~13,000 Tweets)
Brain 6%
Lung 29%
Breast 32%
Pancreas 2%
Skin 10%
Prostate 14%
2017
Colorectal 2%
KEY CANCER TOPICS DISCUSSED
Lung and breast cancer conversations dominated in 2017 & 2018
Brain 4%
Lung 34%
Breast 39%
Pancreas 7%
Skin 7%
Colorectal 4%
2018
Prostate 4%
Note: Time frame considered: 1st – 5th June, 2018
10. Disease (Tumor Types)
Presentations/Sessions
Clinical Trials
Event Promotion
48%
12%
40%
28%
20%
Treatment
Technology
4%
Addition of key topics is more than 100% due to categorization of individual posts into multiple topics.
Note: Time frame considered: 1st – 5th June, 2018
KEY TOPICS OF DISCUSSION BY HCPS
Session and event promotion was the most frequently
discussed topic
11. ConvoScore is a weighted Twitter channel performance score, based on overall engagement on Twitter
and engagement being driven by Pharma Company Twitter handles at ASCO 2018
50% 50%
Assigned weight on Overall Twitter
Performance:
Assigned weight on ASCO 2018
Engagement:
Overall Twitter Performance
Twitter Posts Follower Reach
ASCO 2018 Engagement
Posts around
ASCO ‘18
Engagement on Posts
around ASCO ’18
ConvoScore, is calculated by generating ratings based on key Twitter engagement and reach parameters which
is further rationalized to form a score between 20 to 100 with 100 being the most desirable score.
WE USED CONVOSCORE TO MEASURE
PHARMA COMPANY SOCIAL ENGAGEMENT
12. 75 65
65 60
ConvoScore is based on overall engagement on Twitter and performance of posts around ASCO 2018
TOP PHARMA COMPANIES RANKED AS
PER CONVOSCORE
13. WHAT HAVE WE LEARNT?
Volume of Twitter
coverage at ASCO
has significantly
increased over the
past 3 years but
reduced slightly
since 2017
(93,569 in 2017 vs
90,309 in 2018)
HCPs had the
largest share of
conversation on
social media and
pharma only had
5% of
conversation share
The most engaged
with content
contained news-
worthy information
and very detailed
images
Although Amgen
was the most
mentioned pharma
company, Roche
was the top
company in terms
of engagement
15. WHAT SHOULD PHARMA DO?
2.Understand
what content
types and
formats the
audience
wants
16. WHAT SHOULD PHARMA DO?
3.Stay on top
of the latest
trends and
developments
in social
media
17. CHLOE PARTIKAS
Social Director
Ogilvy Healthworld
REBECCA CANVIN
Director of Social Media
Ogilvy Healthworld
JACKIE CUYVERS
Chief Executive Officer
Convosphere
RICK EVANS
Senior Digital Strategist
Ogilvy Healthworld
info@convosphere.com
thesocialcheckup@ogilvy.com
CONTACT US
To find out more & discover
how our experts can enhance
social activity at congress
Convosphere: +44 (0)20 3858 0235
Ogilvy Healthworld: +44 (0)7770 331 436
Editor's Notes
JACKIE: We collected this data, like previously and looked at ….
You would expect to see conversations increase and peak in the middle of the congress before tailoring off.
On 3rd June, when most tweets mentioned ASCO, the Plenary Session was held (this includes abstract presentations of the top practice-changing science with commentary from expert discussants).
The number of people who attended ASCO in 2017 was 39,400 and whilst we don’t have the final figures for 2018 it looks like it was fairly similar
We do know that there were many articles including one on Medscape about the fact that many HCPs are now not attending these big congresses in person due to a multitude of factors including cost, ecological concerns, availability etc
The congress is becoming increasingly virtual and the organisers are looking to offer HCPs at home or in clinic as close as possible an experience to being there in person. Indeed we know that many of the leading influencers on social media at medical congresses are not actually present, but have the clout and reputation to drive the conversation online
We also know that pharma companies have been criticised for putting so much paid media behind congress posts and dominating the conversation. This has been particulalrly negatively received by the HCP audience, in fact the audience the pharma companies are trying to reach most strongly
Many pharma companies have held back more this year, and this might explain the slight drop-off of conversation
We’ll discuss that in more detail later in this presentation
RICK:
One of the conversations we always have with our clients is around how much HCPs actually use social media, and I think it’s fair to say that they are generally very busy people and not all of them have the time or inclination to use social media for professional purposes
But this is changing, and we know that whilst not all HCPs are actively posting on social media, many more are following news sources and social media influencers
At no times is this more apparent than during the big social media congresses such as ASCO
Indeed, it’s really interesting to see that for the past few years 40% of all tweets about the congress were by HCPs, and that has increased quite dramatically from 2015
It could be that the plateau between 2017 and 2018 suggests that it has probably reached its peak so it will be interesting to see if the trend continues at the same level next year, especially as we know as not all HCPs are at the congress so the conversation is more online than offline at the event itself
RICK:
Of course HCPs are not the only people talking about ASCO even if they make up the largest sector
Healthcare and mainstream media predictably make up a significant percentage of the people talking about ASCO
When we talk about experts here, we are talking about academics rather than active HCPs
Organisations covers NGOs, government health organisations etc
Pharma companies had quite a small share this year, quite possibly down to criticisms of the way they were higging the airwaves with paid promotion in previous years
Communities looks at patient communities, blogs and forums
Others includes posts we were unable to categorise
JACKIE:
@ASCO we know
@GLopesMD = cancer doctor and research
@montypal = Physician/researcher interested in #kidneycancer
@Sloankettering = Memorial Sloan Kettering Cancer Center
@MDAnderson = cancer centre
@DrChoueiri = oncologist GU cancers @DanaFarber cancer institute
@theNCI = US National cancer institute
@DanaFarber = cancer institute
@ASCOpres = ASCO president
@ConquerCancerFd = ASCO foundation
Takeaway- no surprises here for top authors & mentions
JACKIE: Here are the overall clinical trials discussed at ASCO
The TAILORx study. It dominated the headlines revealing that most women with a specific early-stage breast cancer and midrange score on the Oncotype Dx test do not need chemotherapy after surgery. These findings will spare thousands of women from the harmful effects of chemotherapy.
JACKIE:
All well-established hashtags. No surprises – reflect the fact that breast cancer, lung cancer and immunotherapies were key congress topics.
JACKIE: Looking at 2018 ASCO abstracts (there are over 6,000 in total), and searching for the cancer types above, it follows a similar order as above:
Breast cancer (1187 abstracts) – 39% discussed on SoMe
Lung cancer (1069) – 34%
Colorectal (618) – 4%
Prostate (392) 7%
Skin (311) – 7%
Pancreas (157) – 7%
Brain (137) 4%
JACKIE:
Awareness - Discussion around knowing or educating oneself or others around (a topic) ASCO, by spreading awareness through sharing of posts with details around the event per se, or on the presentations, sessions etc..
Clinical Trials: Posts on clinical trial results, on in general around a clinical trial, in ASCO related posts.
Presentations/Sessions: Posts which mentioned of specific sessions, presentations etc., on clinical trials or on disease areas.
Disease (Tumor Types): Posts which mentioned of any specific cancer types.
Treatment: Posts which talked of treatment options for cancer.
Technology: Posts on any tech by HCPs. Such as HCPs found "Twitter, Sync, iPlanner" making it easier to navigate the meetings.
JACKIE
JACKIE
(Background: Switch in the top companies between Roche & Merck)
BECKY:
The plateau of volume of ASCO conversation and that by HCPs on social media means that it has probably reached its peak. It will be interesting to see if the trend continues at the same level next year, especially as we know as not all HCPs are at the congress so the conversation is more online than offline at the event itself
Highest engaged content at ASCO went against the guidance from social media companies of simple imagery
Roche content received the highest engagement – simple tweets, informing people of their sessions, linking to a LinkedIn blog post and videos by the Global Head of Oncology stating her personal perspective on cancer treatments. Links to media releases.
BECKY:
In recent years, during ASCO annual meetings, there’s been a growing concern raised by attendees and others engaging online that valuable conversations on social media may be overshadowed by content from pharma companies with large followings and more resources
Astra Zeneca pledged to change their social media strategy at ASCO this year and laid out 5 points for its new social tactics, including a promise to talk less and listen more and stop paid advertising during congress.
5% of convos this year from pharma companies and poll from Mike Thompson revealed that 78% of people thought less pharma and less noise at ASCO
So what should pharma do on social media at congress? Consider whether it’s valuable to be part of the conversation at congress and ensure you have a rationale for each piece of content – if you don’t have news then why are you being involved in the conversation? Might be useful to listen and understand the gaps instead. This will give you an opportunity to create more reactive content and be part of the conversation this way.
If you have big data at a congress, the data will almost speak for itself and attendees will promote it on social media
BECKY:
Although guidance from social platforms says in-stream images should be simple and uniform, it’s clear from our analysis that the best performing content had lots of information in the images.
So what content formats should you use for your congress content?
Choose your image based on who you're targeting. Depending on who you're targeting, whether by gender, age or another demographic, think about the types of images that will resonate.
You may want to help your audience share your data by designing slides that are sized for twitter.
Test a variety of images. No matter where you get your images from, always use a few variations of each so that you can test the images to see which one gets the best response.
BECKY:
1. Transparency is at the top of the social platforms agenda
Social platforms are becoming more transparent following misuses of data
On June 28, Facebook and Twitter both launched their transparency tools for advertising that will make all ads run on the platforms visible. These tools, which operate independently, mean an end to dark posts, far more access to information for consumers and for advertisers. Use this information to understand how posts are shared on social media at congress.
2. Take advantage of new formats – e.g. IG TV.
Instagram recently announced that they have released a new app called IGTV that features full-screen, hour-long videos created by the accounts that you follow.
3. Embrace influencers but WISELY!
Social media users are becoming much more savvy and less tolerant to influencers that endorse products too often
Companies throw money at influencers and direct them to make content that undermines their authenticity
Over time this threatens to disrupt the opportunity for everyone
We need to embrace influencer marketing with new methods and new forms of creativity