This document summarizes key findings from analyzing social media conversations among over 100,000 verified healthcare professionals regarding diabetes. It found that most conversation was about type 2 diabetes. The top discussed HCP roles were physicians, dieticians, and nurses. A timeline showed major news and studies being discussed, such as a vaccine trial, halted drug trial, and projections on future diabetes cases. HCPs from over 125 countries participated, with the most influential voices coming from endocrinologists.
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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
12. HCP: Activism for patients
Partha Kar is also the most engaged HCP by peers in diabetes
Endocrinologist,
General
Physician,
Clinical Director,
UK
Activating
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
Notas del editor
Our vision: how can the research we do into the digital behaviour of HCPs, with Creation Pinpoint, make a difference in the world of diabetes?
References:
http://www.who.int/nmh/en/
IDF
Reach: Number of people connected to (and including) HCPs speaking about diabetes during the study: 8,189,534
Number of HCPs in extended community (1st-level): 47,875
Number of HCP contributors: 19,068
Number of non-Twitter posts: 16,487
Number of Tweets: 189,402
Total posts & Tweets analysed: 205,889
The endocrinologists who are most-followed by other HCPs (most of whom are not shown here).
Sources:
http://www.nejm.org/doi/full/10.1056/NEJMoa1401329?query=featured_home&#.UznYS1GWiqc.twitter
https://twitter.com/wsliauw/statuses/450740674837495808
Bariatric surgery – interesting views
The year’s hottest topic in diabetes treatment???
India – may be covered by insurance now not simply seen as csometic?
https://twitter.com/Charakan/statuses/443991515681931264
https://twitter.com/nattilyjean/statuses/455532047646195713 - strong views from pharmacist
https://twitter.com/DocKamran/statuses/428257732064731136
Sources:
http://www.nejm.org/doi/full/10.1056/NEJMoa1401329?query=featured_home&#.UznYS1GWiqc.twitter
https://twitter.com/wsliauw/statuses/450740674837495808
Bariatric surgery – interesting views
The year’s hottest topic in diabetes treatment???
India – may be covered by insurance now not simply seen as csometic?
https://twitter.com/Charakan/statuses/443991515681931264
https://twitter.com/nattilyjean/statuses/455532047646195713 - strong views from pharmacist
https://twitter.com/DocKamran/statuses/428257732064731136
Sources:
https://twitter.com/dokikoYAMAYOKO/status/422990657016184832
Profile:
I am an obstetrician and gynaecologist. 1/3rd of my tweets are about medicine, 1/3 are about cats, and about 1/3rd are about home and my children. I am sorry that all my tweets are all so silly. My cats are a Brishow, a Russian, and a Bombay.
Kitakantou
From https://twitter.com/dokikoYAMAYOKO/status/422990657016184832
Dokiko
@dokikoYAMAYOKO
Doctor Song Mingyuan said that there were some gynaecologists who didn’t do their jobs properly, such as not conducting examinations for gestational diabetes, and it’s true. We recently got someone from a place like this, which does so little pregnancy examinations, it’s ridiculous. For blood samples, all they do for early stage examinations is check for infectious diseases and do a red blood cell count, and then for mid stage examinations, they just check for casual blood glucose. And then they just go home. Come on, seriously, stop it.
Chunko @junta0201 Jan 14
@dokikoYAMAYOKO There are some, there are. They don’t even check for infectious diseases in the early stage examinations and discretionary checks, and then for mid stage examinations they just check the red blood cell count. But, locally, they’re known as a friendly and popular maternity hospital ^_^;. Pregnant women think that just because an establishment puts up a sign they’re doing things properly, so I think it’s really sad for those going to that place.^_^;.
Dokiko @dokikoYAMAYOKO Jan 14
@junta0201 Yeah, there are, aren’t there. I’m so tired of it. They’re cheap too, so the patients seem to like them. It’s seriously sad for the patients.
In Japan, HCPs talk less about prevention & risk; more about diagnosis, monitoring & testing. In Venezuela, prevention is the big topic.
In South America, prevention & risk is a bigger concern than in N America (by %).
Why? Let’s take a look at one possible factor.