doctors 2.0 & you special - diabetes digital opinion leaders with pharma inisghts

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Digital Opinion Leaders in Diabetes The Worldwide HCP Social Media Study Daniel Ghinn, Creation Healthcare @EngagementStrat Special Event Edition wi Exclusive Pharma Insight

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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.

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Page 1: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

Digital Opinion Leaders in Diabetes

The Worldwide HCP Social Media Study

Daniel Ghinn, Creation Healthcare @EngagementStrat

Special Event Edition with Exclusive Pharma Insights

Page 2: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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.

Page 3: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 4: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 5: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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.

Page 6: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

>300 HCP Roles

Page 7: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 8: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

>200,000 posts; 19,000 HCPs in >125 countries

n=16,896

Page 9: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

HCP networks within networks

n=16,896

Page 10: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

Most influential endocrinologists – virtual network

Page 11: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

Relationship mattersRelationship mattersA virtual professional network connected by diabetes

Endocrinologists discussing diabetes

online

Page 12: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

HCP: Activism for patientsPartha Kar is also the most engaged HCP by peers in diabetes

Endocrinologist, General

Physician, Clinical Director,

UK

Activating

Page 13: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

Multi-dimensional data

Place

Roles

Topics & issues

Time

Page 14: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

Time & role: what the data tells us

Roles

Time

Page 15: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 16: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 17: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 18: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

News: Fall in diabetes-related deaths – sceptics?17-23 June 2013

General Practitioner & Blogger

UK

Questioning

Sceptical

Page 19: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 20: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

News: Roche halts trial of diabetes drug8-14 July 2013

EndocrinologistUSA

Frustrated

Page 21: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 22: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 23: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 24: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 25: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 26: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 27: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

Multi-dimensional data

Place

Roles

Topics & issues

Time

Page 28: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

Time & topics: what the data tells us

Topics & issues

Time

Page 29: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 30: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 31: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 32: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

Multi-dimensional data

Place

Roles

Topics & issues

Time

Page 33: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

Place & topics: what the data tells us

Place

Topics & issues

Page 34: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 35: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 36: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

INSIGHTS FOR PHARMA

Page 37: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

HCPs who talk about diabetes and pharma brands

Page 38: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 39: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 40: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

GSK & products global picture – map of HCPs

Page 41: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

GSK examples

Medical Professional

USA

Internist USA

PharmacistUSA

Medical DoctorUSA

Assc. Prof Medicine

USA

Sensational

Alarmed

Sharing

Shocked?

Balancing

Page 42: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 43: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

Avandia – the feedback

InternistCanada

Clinical Pharmacist

USA

Family DoctorUSA

NutritionistUSA

Warning

Encouraging

Warning

Warning

Page 44: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

Reaction turns more positive

Chaiman, Dept Psychiatry

USA

PhysicianUSA

AnaesthetistSpain

Lipidology Expert

USA

PharmacistUSA

Supportive

Supportive

Hopeful

Empathetic

Encouraging

Page 45: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

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

Page 46: Doctors 2.0 & You Special - Diabetes Digital Opinion Leaders with Pharma Inisghts

What next? Dive deeper:

Questions about this study?

[email protected]@EngagementStrat

www.creationhealthcare.com