The first ever report to effectively quantify the evolution of the online conversation about cancer. Companion to the MDigitalLife Social Oncology Project Report.

1. The Social Oncology Project
The evolution of online conversation about cancer
Greg Matthews
June 2015
#HCSMData
#HDPalooza @chimoose

2. Doctors
Hospitals
Advocacy
Media
Patients
Industry
Therapeutic Area
Indexing every stakeholder in the online global health ecosystem
@chimoose#HCSMData

3. Doctors
Hospitals
Advocacy
Media
Patients
Industry
Therapeutic Area
530,494
Digital “footprints” mapped as of May, 2015
www.
Indexing every stakeholder in the online global health ecosystem
@chimoose#HCSMData

4. Online conversations about breast cancer –
The 2015 Social Oncology Project
MDigitalLife.com/SocialOncology

5. A growing online conversation about breast cancer
0
50000
100000
150000
200000
250000
Breast Cancer
Posts 2009
Breast Cancer
Posts 2010
Breast Cancer
Posts 2011
Breast Cancer
Posts 2012
Breast Cancer
Posts 2013
Breast Cancer
Posts 2014
Media
Industry
Advocacy
Patients
Doctors (ExUS)
Doctors (US)
Breast cancer posts over
time – 1,947% Growth
@chimoose#HCSMData

6. A growing online conversation about breast cancer
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
Breast Cancer
Authors 2009
Breast Cancer
Authors 2010
Breast Cancer
Authors 2011
Breast Cancer
Authors 2012
Breast Cancer
Authors 2013
Breast Cancer
Authors 2014
Media
Industry
Advocacy
Patients
Doctors (ExUS)
Doctors (US)
Breast cancer authors
over time – 795% growth
@chimoose#HCSMData

7. An evolving mix of community members
36%
32%
31%
32%
31%
30%
4%
6%
8%
10%
13%
15%
19%
17%
20%
19%
18%
16%
25%
27%
24%
24%
19%
17%
5%
6%
6%
5%
6%
7%
10%
11%
10%
9%
13%
16%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Breast Cancer Authors 2009
Breast Cancer Authors 2010
Breast Cancer Authors 2011
Breast Cancer Authors 2012
Breast Cancer Authors 2013
Breast Cancer Authors 2014
Breast Cancer Posts by Author
Doctors (US) Doctors (ExUS) Patients Advocacy Industry Media

8. An increasingly connected community
0
5000
10000
15000
20000
25000
30000
35000
2009 2010 2011 2012 2013 2014
Patient Mentions of Doctors Doctor Mentions of Patients
8,404%
Growth
3,896%
Growth
@chimoose#HCSMData

9. … and not just in terms of volume
@chimoose#HCSMData
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
2009 2010 2011 2012 2013 2014
% of Patients Mentioning MDs
% of MDs Mentioning Patients
306% Increase
250% Increase

10. • Generated from
ALL ecosystem
breast cancer
conversations in
2014
• Filtered to show
only accounts
mentioned >25x by
the community;
AND
• Diads mentioning
each other >25x
Connections aren’t only broad – they’re deep
@chimoose#HCSMData

11. We know there are huge knowledge
gaps, and we feel it’s our duty try to
close that. The satisfaction comes from
seeing patients have their questions
answered, become empowered, and
then get to witness them mentoring
and educating others.
“
”- Deanna J. Attai, MD FACS (@DrAttai)