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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.
Digital Opinion Leaders in Diabetes
The Worldwide HCP Social Media Study
Daniel Ghinn, Creation Healthcare @EngagementStrat
Special Event Edition with Exclusive Pharma Insights
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 hugeand growing problem,and the costs to societyare high and escalating.
Learning from Healthcare ProfessionalsA distilled view of public social media conversations
70M+ websitesFull Twitter ‘Firehose’ feedAll major social media
>100,000 verifiedhealthcare professional (HCP) sources covering
websites & social media
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
Most conversation is about Type 2 Diabetes
n=27,017
Type 129%
Type 264%
Gestational5%
Others1%
Most HCP conversation about diabetes does not refer explicitly to a diabetes type, but implies Type 2.
>300 HCP Roles
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; 2,478General Practitioner; 2,470Top 15 HCP roles by share of voice
of >300 HCP roles in study
>200,000 posts; 19,000 HCPs in >125 countries
n=16,896
HCP networks within networks
n=16,896
Most influential endocrinologists – virtual network
Relationship mattersRelationship mattersA virtual professional network connected by diabetes
Endocrinologists discussing diabetes
online
HCP: Activism for patientsPartha Kar is also the most engaged HCP by peers in diabetes
Endocrinologist, General
Physician, Clinical Director,
UK
Activating
Multi-dimensional data
Place
Roles
Topics & issues
Time
Time & role: what the data tells us
Roles
Time
Global diabetes timelineThe story told by HCPs in social media
May2013
Apr2014
14-Nov-2013World Diabetes
Day
3,000
2,000
1,000
All HCP conversation
Global diabetes timeline: RolesEndocrinologists
May2013
Apr2014
14-Nov-2013World Diabetes
Day
300
200
100
17-23 Jun 2013Fall in diabetes-related deaths
All HCP conversation
Endocrinologists
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
& WriterNorway
Optimistic
News: Fall in diabetes-related deaths – sceptics?17-23 June 2013
General Practitioner & Blogger
UK
Questioning
Sceptical
Global diabetes timeline: RolesEndocrinologists
May2013
Apr2014
14-Nov-2013World Diabetes
Day
300
200
100
17-23 Jun 2013Fall in diabetes-related deaths
8-14 Jul 2013Roche halts trial of diabetes drug
All HCP conversation
Endocrinologists
News: Roche halts trial of diabetes drug8-14 July 2013
EndocrinologistUSA
Frustrated
News: Roche halts trial of diabetes drug – mixed reactions8-14 July 2013
Family Med Physician, Asst Dean Med Ed
USA
Internist & Medical Writer
USA
Indifferent
Concerned
Global diabetes timeline: RolesEndocrinologists
May2013
Apr2014
14-Nov-2013World Diabetes
Day
300
200
100
17-23 Jun 2013Fall in diabetes-related deaths
8-14 Jul 2013Roche halts trial of diabetes drug
All HCP conversation
Endocrinologists
May2013
Apr2014
24-30 Jun 2013T1D Vaccinetrial results
Global diabetes timeline: RolesLeadership roles
14-Nov-2013World Diabetes
Day
120
80
40
17-23 Jun 2013Fall in diabetes-related deaths
8-14 Jul 2013Roche halts trial of diabetes drug
All HCP conversation
EndocrinologistsLeadership roles
May2013
Apr2014
24-30 Jun 2013T1D Vaccinetrial results
Global diabetes timeline: RolesNeurosurgeons
14-Nov-2013World Diabetes
Day
17-23 Jun 2013Fall in diabetes-related deaths
30
20
10
19 Jul – 4 Aug 2013 Projection on US diabetes by 2020
8-14 Jul 2013Roche halts trial of diabetes drug
All HCP conversation
EndocrinologistsLeadership rolesNeurosurgeons
May2013
Apr2014
24-30 Jun 2013T1D Vaccinetrial results
Global diabetes timeline: RolesRegistered Nurses
14-Nov-2013World Diabetes
Day
17-23 Jun 2013Fall in diabetes-related deaths
19 Jul – 4 Aug 2013 Projection on US diabetes by 2020
8-14 Jul 2013Roche halts trial of diabetes drug
200
100
19-25 Aug 2013Study finds
pumps > injections
All HCP conversation
EndocrinologistsLeadership rolesNeurosurgeonsRegistered Nurses
May2013
Apr2014
24-30 Jun 2013T1D Vaccinetrial results
Global diabetes timeline: RolesDieticians
14-Nov-2013World Diabetes
Day
17-23 Jun 2013Fall in diabetes-related deaths
19 Jul – 4 Aug 2013 Projection on US diabetes by 2020
8-14 Jul 2013Roche halts trial of diabetes drug
500
300
100
26 Aug – 2 Sep 2013Study: Fruit juice vs
raw fruit
19-25 Aug 2013Study finds
pumps > injections
Dieticians
All HCP conversation
EndocrinologistsLeadership rolesNeurosurgeonsRegistered Nurses
Multi-dimensional data
Place
Roles
Topics & issues
Time
Time & topics: what the data tells us
Topics & issues
Time
Global diabetes timeline: Topics by patient age group
May2013
Apr2014
HCP conversation about all diabetes topics
300
200
100
AdultsElderlyPregnancyTeensYoung children
10-16 Jun 2013Study: Taking walk reduces risk of diabetes in elderly
9-25 Aug 2013Phthalate increases risk of diabetes in young children
13-19 Jan 2014US Preventative Services Task Force (USPSTF) backs
universal diabetes screening for pregnant women
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
GastroenterologistUSA
Dietician,USA
13-19 January 2014
Supportive
Frustrated
Cynical
Interpreting
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
Multi-dimensional data
Place
Roles
Topics & issues
Time
Place & topics: what the data tells us
Place
Topics & issues
Geography matters
DiagnosisManagement & treatmentMonitoring & testingPrevention & riskReversal
Canadan=1,782
Indian=396
Japann=696
Spainn=1,834
UKn=4,070
USAn=31,978
Venezuelan=4,545
Australian=1,010
Key topics around prevention, diagnosis & management vary by country
Diabetes in multiple dimensions
HCPs bring their local experience to the
global conversation
Many HCP roles interact with unique perspectives
Topics can answerbusiness & systems questions
Time illustrates how stories develop
INSIGHTS FOR PHARMA
HCPs who talk about diabetes and pharma brands
HCP mentions of pharmaceutical companies & products
May2013
Apr2014
HCP conversation about all diabetes topics
3-9 Jun 2013GSK: 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 2014GSK: FDA Eases Restrictions
on Avandia
300
200
100
HCP roles discussing GSK products over time
May2013
Apr2014
3-9 Jun 2013GSK: FDA Panel Votes to Ease
Restrictions on Avandia
25 Nov 2013 - 1 Dec 2014GSK: FDA Eases Restrictions
on Avandia
300
200
100
Cardiologist
Pharmacist
Physician
Family Medicine Physician
Endocrinologist
Emergency Medicine Physician
GSK & products global picture – map of HCPs
GSK examples
Medical Professional
USA
Internist USA
PharmacistUSA
Medical DoctorUSA
Assc. Prof Medicine
USA
Sensational
Alarmed
Sharing
Shocked?
Balancing
Avandia FDA review – live updates via social media
Medic, Internal Medicine
USA
Doctor, AuthorUK
Acute Care Nurse
PractitionerUSA
DoctorGermany
PharmacistUSA
ClinicianUSA
Highlighting
Observing
Observing
Sensational
Sharing
Frustrated
Avandia – the feedback
InternistCanada
Clinical Pharmacist
USA
Family DoctorUSA
NutritionistUSA
Warning
Encouraging
Warning
Warning
Reaction turns more positive
Chaiman, Dept Psychiatry
USA
PhysicianUSA
AnaesthetistSpain
Lipidology Expert
USA
PharmacistUSA
Supportive
Supportive
Hopeful
Empathetic
Encouraging
Changing attitudes in HCP conversation
May2013
Apr2014
3-9 Jun 2013GSK: FDA Panel Votes to Ease
Restrictions on Avandia
25 Nov 2013 - 1 Dec 2014GSK: 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
What next? Dive deeper:
Questions about this study?
[email protected]@EngagementStrat
www.creationhealthcare.com
