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Presents



Healthcare Professionals
    in Social Media:
                   The story so far…

       Daniel Ghinn, CEO, Creation Healthcare
       daniel.ghinn@creationhealthcare.com
             Twitter @EngagementStrat


     Produced by
2010

       Social media opens new
       channel for physicians

                                 “Why should I see your pharma rep
                                  when I can learn more about your
                                          drug from Wikipedia than
                                     he’s even allowed to tell me?”
                                                                                      Doctor in panel discussion
                                                                                mHealth Conference, Dubai, 2010



   mHealth Conference & Expo
   Dubai, UAE

   Discussion, September 2010
   HCP panel discussion during
   mHealth Conference in Dubai


                                    © 2013 Creation Pinpoint™ www.creationpinpoint.com
2010…………………………………………….2011

    US Physicians using
    social media at                                                                                explore
    least weekly:
                                                                                                      61% scan or explore
                                                                                                      medical information
                                                                                                      via social media




                                                                                                   contribute

   Journal of Medical                                                                                 46% contribute to
   Internet Research                                                                                  new information in
                                                                                                      social media
   Survey, March 2011
   Survey distributed to random sample of
   1,695 practicing oncologists and primary
   care physicians in the United States in
   March 2011. 485 responded.
                                              © 2013 Creation Pinpoint™ www.creationpinpoint.com
2010…………………………………………….2011……………………………………………2012………


  “The use of social media can benefit your
  professional relationships with colleagues…”
                                                                                         General Medical Council




  General Medical Council

  Consultation, April 2012

  UK physician regulator GMC held
  consultation & issued draft guidance for
  doctors in social media

                                             © 2013 Creation Pinpoint™ www.creationpinpoint.com
2010…………………………………………….2011……………………………………………2012…………………………

   UK Physicians using
   social media daily:



                                                                                             68% of HCPs
                                                                                             Are on Facebook
                                                                                             73% of those
                                                                                             use it every week
                                                                                             53% daily


  Medical Protection Society

  Survey, June 2012                                                                          21% of HCPs
  Survey distributed to 1250 UK-based
                                                                                             are on Twitter
  MPS members in June 2012.


                                        © 2013 Creation Pinpoint™ www.creationpinpoint.com
2010…………………………………………….2011……………………………………………2012……………………………..

    Social media allows physicians
    to learn from each other
    (without input from pharma) “We wanted to have an
                                                               education resource for
                                                           emergency doctors without
                                                                 input from pharma…




   International Conference on                                “…there will never be any
   Emergency Medicine
                                                            sponsorship from pharma.”
   June 2012                                                                                  Mike Cadogan
   Introducing #FOAM Twitter chat for                               Emergency Physician & #FOAMed Evangelist
   emergency physicians


                                        © 2013 Creation Pinpoint™ www.creationpinpoint.com
2010…………………………………………….2011……………………………………………2012……………………………………….……

    US Physicians
    on Twitter                                                                               78% identify
                                                                                             themselves as
                                                                                             physicians in
                                                                                             their bio



                                                                                             80% contain a
                                                                                             URL in their bio


   MDigitalLife, WCG

   October 2012                                                                              34% tweet at
                                                                                             least daily
   WCG & Kaiser Permanente studied
   400,000 tweets among 1,400 US HCPs


                                        © 2013 Creation Pinpoint™ www.creationpinpoint.com
2010…………………………………………….2011……………………………………………2012……………………………………….…….…

   A drop in the ocean…
                                                                          MDigitalLife:
                                                                          3,200 social media profiles
                                                                          US physicians




                 Creation Pinpoint:
                 >110,00 social media profiles
                 Worldwide physicians
                                       © 2013 Creation Pinpoint™ www.creationpinpoint.com
2010…………………………………………….2011……………………………………………2012……………………………………………2013………

    Physician Twitter
                                              25000
    chats mature
                                                             Volume of tweets per quarter, by Twitter chat

    •   A maturing landscape
    •   Specialist & education                20000
                                                                   #mdchat
        chats growing
                                                                   #meded
    •   Fastest-growing rate is #FOAM
                                                                   #FOAM
        at 400% growth
                                                                   #rnchat
        last quarter                          15000
    •   General chats are in decline



                                              10000




   Creation Pinpoint
                                                5000

   March 2013

   Study of global physician Twitter chats
   finds specialist chats fastest growing;          0
   general HCP chats in decline                          Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013


                                             © 2013 Creation Pinpoint™ www.creationpinpoint.com
2010…………………………………………….2011……………………………………………2012……………………………………………2013………

    Physician Twitter
    chats are global
                                                                  #meded Twitter chat participation by country*




   Creation Pinpoint
                                                                                           * country identification based on available geo-location data


   March 2013

   Study finds global reach among
   #meded chat participants


                                      © 2013 Creation Pinpoint™ www.creationpinpoint.com
2010…………………………………………….2011……………………………………………2012……………………………………………2013………
                                                                            2-month volume of diabetes tweets
    Doctors talking                                                             by HCPs worldwide during
    about diabetes                                                              same window 2011-2013
                                                          7000



    •   235% growth in diabetes-related
        HCP tweets, 2011-2013                             6000




                                                          5000




                                                          4000




                                                          3000




                                                          2000
   Creation Pinpoint

   March 2013                                             1000



   Study of HCP conversations in diabetes
   shows 235% growth in tweets during                         0
   Jan-Feb 2011-2013                                                     Jan-Feb 2011            Jan-Feb 2012   Jan-Feb 2013

                                            © 2013 Creation Pinpoint™ www.creationpinpoint.com
2010…………………………………………….2011……………………………………………2012……………………………………………2013………

    European doctors
    are active

    •   European HCP tweets about diabetes:
        UK, Spain, Netherlands are most active




   Creation Pinpoint
                                                                                                 European HCP tweets about diabetes
   March 2013

   Study of HCP conversations in diabetes
   2011-2012, European focus


                                            © 2013 Creation Pinpoint™ www.creationpinpoint.com
2010…………………………………………….2011……………………………………………2012……………………………………………2013………

    BMJ is world’s most
    popular HCP social
    media site
                                                                         Top global public HCP social media
                                                                         platforms for diabetes discussions
    •   Worldwide HCP conversations                                                            (top 10 sites shown)
        about diabetes on blogs,
        forums & sites show BMJ
        platforms account for
        >50% of top-10 site activity




   Creation Pinpoint

   March 2013

   Study of HCP conversations on
   diabetes via public social media
   channels 2011-2013

                                       © 2013 Creation Pinpoint™ www.creationpinpoint.com
2010…………………………………………….2011……………………………………………2012……………………………………………2013………

    Twitter topics are not the                                                    Diabetes topics by HCPs on Twitter

    same as topics on blogs
    & forums

    Tweets include organization names:
    •  Diabetes UK
    •  Sanofi




                                                                  Diabetes topics on other open HCP sites, blogs & forums




   Creation Pinpoint

   March 2013

   Study of HCP conversations on
   diabetes via public social media
   channels 2011-2013

                                         © 2013 Creation Pinpoint™ www.creationpinpoint.com
2010…………………………………………….2011……………………………………………2012……………………………………………2013…………..-> how will this change your future?




    The world’s only tool dedicated to
    Studying conversations between HCPs
    in public social media channels
    •   >110,000 social media profiles
    •   10,000’s of public HCP sites, blogs, forums
    •   Worldwide HCP coverage
    •   Online dashboard; email alerts; beautiful reports

    For more information:
                       www.creationpinpoint.com
                       info@creationpinpoint.com

            Creation Pinpoint is a product of Creation Healthcare
                                              © 2013 Creation Pinpoint™ www.creationpinpoint.com

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Doctors in social media: the story so far, with Creation Pinpoint (slides)

Notas del editor

  1. Hello, and welcome to Healthcare Professionals in Social Media, the story so far, from Creation Pinpoint.My name is Daniel Ghinn, and I am the Founder and CEO of Creation Healthcare.Creation Pinpoint is the world's first ever tool dedicated to studying conversations between healthcare professionals in public social media environments.It's produced by Creation Healthcare, the research and training consultancy for the digital healthcare age, which has been studying the digital behaviours of healthcare stakeholders like patients, physicians and healthcare providers for over fifteen years.Now, to give you some background to Creation Pinpoint...In recent years, we have seen a significant growth in the rate at which healthcare professionals are using public social media channels, to discuss clinical and practice matters. In 2012, this seemed to reach a kind of tipping point, with a critical mass of healthcare professionals online. But among all the digital research tools we were using at Creation Healthcare, there was no tool available to accurately study what these healthcare professionals were saying or doing in social media. So we designed and built one - we created the world's only tool dedicated to researching public social media conversations between healthcare professionals.That tool is Creation Pinpoint. Creation Pinpoint distills the collective knowledge of doctors all over the world who are using public social media channels, and makes that knowledge available as a live online dashboard, as email alerts or as beautiful reports that can be used by anybody who wants to learn what doctors are saying about a particular topic. That might be other doctors, healthcare providers, or healthcare companies. Let's take a look back over recent years at some of the things we have seen that told us just how important social media has become for healthcare professionals.
  2. In 2010 I was speaking at the mHealth Conference in Dubai, alongside other experts in digital health. At this conference there was a panel discussion with healthcare professionals, and I was struck by this comment made by a particular UK-based doctor addressing the pharmaceutical industry."Why should I see your pharma rep when I can learn more from Wikipedia than he's even allowed to tell me?"There was a sense here that information shared by other people on the Internet was valuable to doctors and gave them a freedom to find the information they wanted, where and when they wanted it.
  3. And then in 2011, the Journal of Medical Internet Research carried out a survey on social media use among a random sample of 1,695 practicing oncologists and primary care physicians in the US. 61% of those who responded said that they scan or explore medical information via social media, and 46% said that they contribute to new information.So there's a sense here, back in 2011, that in the US at least, social media was playing an important role already in doctors accessing and sharing medical information.
  4. Let's skip forward to 2012, and in the UK, the General Medical Council, which regulates doctors, issued draft guidance because it realised that doctors were increasingly using public social media channels. The guidance pointed out to doctors that as well as potential benefits to patients, the use of social media can benefit your professional relationships with colleagues.
  5. And shortly afterwards, the Medical Protection Society, which works with healthcare professionals in the UK, carried out a survey among 1,250 members and found that 68% of them were on Facebook, with 73% of those using it every week and over half of them using it daily.A smaller number were on Twitter at that stage.
  6. Around the same time, mid 2012, at the International Conference on Emergency Medicine in Dublin, Ireland, Mike Cadogan, an emergency physician based in Australia, presented to his peers the #FOAMed twitter chat - a collaborative, global education initiative among physicians, learning form each other in real time, even emergency situations, via tweets.One of the attractions to physicians taking part in #FOAMed was the freedom to learn from each other without industry sponsorship.
  7. Then later in 2012, an update on US Physicians on Twitter.WCG ran an initiative they called MDigital Life, a database of US physicians on Twitter. In a study they carried out with Kaiser Permanente among 1,400 US healthcare professionals, they found some interesting behavioural trends and a suggestion that most of these were active online beyond Twitter too - we see that 80% include a link to another site or platform in their Twitter bio.
  8. The MDigitalLife study was interesting, but it represented a drop in the ocean when it came to the vast number of healthcare professionals worldwide using social media - not only on Twitter, but blogs, open forums and other open networks.So when we built Creation Pinpoint, we designed it for a digital healthcare age in which millions of healthcare professionals will be using social media. Today it already has over 110,000 social media profiles covering healthcare professionals all over the world.So let's take a look at what we can learn today from healthcare professionals in social media.
  9. To start with, let's look at some of the physician chats taking place on Twitter. In recent months we've seen a massive increase in Twitter chats used by healthcare professionals, taking place worldwide. We see here the volume of tweets across a few major HCP Twitter chats, and you can see that specialist chats using hashtags like #meded, which is medical education, and #FOAM, which is used mostly by emergency physicians, are growing fastest.
  10. Here we see a global view of people taking part in the #meded chat. You see that there really are healthcare professionals all over the world taking part.We do also see non-healthcare professionals taking part in these chats, since they are open to anybody. So let's take a look at some data on truly distilled healthcare professional only conversations taking place in social media.
  11. Let's look at physicians talking about a disease area. This chart is produced using data from Creation Pinpoint, and shows the volume of conversations between healthcare professionals during the same 2-month window, January-February, over three consecutive years.You can see that the rate of growth is significant - in fact we see a 235% growth in volume of diabetes-related tweets from healthcare professionals between 2011 and 2013.
  12. Some people ask us, we know that doctors in the US are using Twitter, but what about elsewhere - what about Europe, Asutralia, Japan?The answer is yes we really do see this worldwide. Here's a map showing volume across Europe within that same dataset of diabetes conversations among healthcare professionals. The darker areas are higher volumes, so we see the UK, Spain and netherlands are most active. 
  13. And what about outside of Twitter? Well, heres' a look at the top ten most popular open blogs, forums and sites used by healthcare professionals in our diabetes study.We can see here that the BMJ - the British Medical Journal - accounts for over half of mentions among the top-ten non-Twitter sites for healthcare professionals talking about diabetes.
  14. We used Creation Pinpoint to take a look at the kinds of topics being discussed by physicians on blogs and forums compared with topics on Twitter.And what we found was that the most popular topics are not the same.On Twitter, we see more conversational behaviour, and we also see organisation names mentioned. In the top word cloud here we see Diabetes UK, and we see Sanofi, mentioned. These organisations are highly active in engaging healthcare professionals on twitter.
  15. So that's the story so far of healthcare professionals using social media. The question now is, how will this change your future?How would you use insights like these to help you learn from what doctors say and do in social media?There's a lot more you can discover using Creation Pinpoint, from conversation trends around diseases, indications, therapies or product mentions, to finding and profiling individual opinion leaders and online influencers among healthcare professionals. Our online dashboard gives you worldwide coverage tracking millions of conversations taking place among over a hundred thousand individuals, and in tens of thousands of sites, blogs, and forums.You can choose to receive outputs like email alerts when doctors mention a topic you are interested in, or a fantastic range of beautiful reports with analysed insights.To find out more about Creation Pinpoint, visit creation pinpoint.com or email info@creationpinpoint.com.