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Digital Opinion Leaders in Diabetes
The Worldwide HCP Social Media Study
Daniel Ghinn, Creation Healthcare
@EngagementStrat
Tweet with: #CPDiabetes
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.
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
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 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.
>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, 2,478
General Practitioner, 2,470
Top 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 matters
A virtual professional network
connected by diabetes
HCP: Activism for patients
Partha 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 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
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
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
News: Fall in diabetes-related deaths – sceptics?
17-23 June 2013
General
Practitioner
& Blogger
UK
Questioning
Sceptical
News: Fall in diabetes-related deaths – sceptics?
17-23 June 2013
Medical
Public
Health
Consultant
UK
General
Practitioner
UK
Jobbing
General
Practitioner
UK
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
News: Roche halts trial of diabetes drug
8-14 July 2013
Endocrinologist
USA
Frustrated
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
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
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
News: Type 1 Diabetes Vaccine
24-30 June 2013
Medical Doctor
Kuwait
Cardiologist &
Editor-in-Chief
USA
Licensed
naturopathic
physician
USA
Optimistic
Positive
Excited
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
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
Projection on US diabetes by 2020
29 July – 4 August 2013
Neurosurgeon;
Medical
Correspondent
USA
Alerting
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
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
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
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
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
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
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
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
Google announces Smart Contact Lens
13-19 January 2014
Internist
USA
Paramedic
Canada
Emergency
Doctor
USA
Endocrinologist
USA
Optimistic
Optimistic
Engaging
Interested
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
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
Bariatric surgery for diabetes
31 March – 6 April 2014
Medical
Oncologist,
Clinical
Pharmacologist
Australia
Activating
Bariatric surgery for diabetes
Wider global conversation over time
Consultant
Psychiatrist,
UK
*?&^$!
*
Medical Doctor,
India
Pharmacist,
AustraliaClinical
Psychologist,
UK
Affirming
Challenging
Challenging
Multi-dimensional data
Place
Roles
Topics & issues
Time
Time & topics: what the data tells us
Topics & issues
Time
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
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
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
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
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
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
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
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
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
What next? Dive deeper:
Questions about this study?
daniel.ghinn@creationhealthcare.com
www.creationhealthcare.com

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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.
  • 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
  • 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
  • 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
  • 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

Hinweis der Redaktion

  1. 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
  2. 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
  3. The endocrinologists who are most-followed by other HCPs (most of whom are not shown here).
  4. Sources: http://vickisnotebook.blogspot.co.uk/2013/10/when-two-tribes-go-to-war.html
  5. Sources: https://twitter.com/WasimZahid/statuses/348013647194386433 http://www.bbc.co.uk/news/health-22995158#?utm_source=twitterfeed&utm_medium=twitter
  6. SOURCES: https://twitter.com/DocMartin68/statuses/347960099966447616
  7. Source: https://twitter.com/IanatPHP/status/348339898618609664
  8. 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
  9. Sources: https://twitter.com/PabloJooMD/statuses/354905497163415552 https://twitter.com/palmd/statuses/354933961589403650
  10. 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
  11. Source: https://twitter.com/now_its_nora/statuses/363405573754060802
  12. Source: https://twitter.com/now_its_nora/statuses/363405573754060802
  13. Sources: https://twitter.com/Diabetes_alDia/statuses/370880643422752768
  14. Sources: http://www.bmj.com/content/347/bmj.f5001?tab=responses
  15. 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
  16. Sources: https://twitter.com/TomVargheseJr/statuses/451347994864910336 https://twitter.com/DodellMD/statuses/453502125650497536 https://twitter.com/doctorinsulin/statuses/450735345551015936
  17. 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
  18. 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
  19. 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/
  20. 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
  21. 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.
  22. 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.
  23. Source: http://medicinapreventiva.info/3181/medicina/variacion-genetica-en-latinoamericanas-les-hace-tener-un-mayor-riesgo-de-diabetes-tipo-ii/
  24. 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