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The Worldwide HCP Social Media Study

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Digital Opinion Leaders in Diabetes The Worldwide HCP Social Media Study Daniel Ghinn, Creation Healthcare @EngagementStrat Tweet with: #CPDiabetes


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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.


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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


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8,189,534 People connected to HCPs in the study 47,875 HCPs connected to diabetes conversation 205,889 HCP Tweets & posts about diabetes 19,068 HCP authors in study 189,402 HCP Tweets about diabetes 16,896 HCPs Tweeting about diabetes Big Data: impact of Healthcare Professionals


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Most conversation is about Type 2 Diabetes n=27,017 Most HCP conversation about diabetes does not refer explicitly to a diabetes type, but implies Type 2.


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>300 HCP Roles


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Top 15 HCP roles by share of voice of >300 HCP roles in study


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>200,000 posts; 19,000 HCPs in >125 countries n=16,896


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HCP networks within networks n=16,896


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Most influential endocrinologists – virtual network


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Relationship matters Relationship matters A virtual professional network connected by diabetes


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HCP: Activism for patients Partha Kar is also the most engaged HCP by peers in diabetes Activating


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Multi-dimensional data


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Time & role: what the data tells us


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Global diabetes timeline The story told by HCPs in social media All HCP conversation


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Global diabetes timeline: Roles Endocrinologists


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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


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News: Fall in diabetes-related deaths – sceptics? 17-23 June 2013 General Practitioner & Blogger UK Questioning Sceptical


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News: Fall in diabetes-related deaths – sceptics? 17-23 June 2013 Medical Public Health Consultant UK General Practitioner UK Jobbing General Practitioner UK


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Global diabetes timeline: Roles Endocrinologists


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News: Roche halts trial of diabetes drug 8-14 July 2013 Frustrated


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News: Roche halts trial of diabetes drug – mixed reactions 8-14 July 2013 Indifferent Concerned


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Global diabetes timeline: Roles Endocrinologists


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Global diabetes timeline: Roles Leadership roles


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News: Type 1 Diabetes Vaccine 24-30 June 2013 Optimistic Positive Excited


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Global diabetes timeline: Roles Leadership roles


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Global diabetes timeline: Roles Neurosurgeons


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Projection on US diabetes by 2020 29 July – 4 August 2013 Alerting


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Diabetes test strips restricted in UK 29 July – 4 August 2013 Jobbing General Practitioner UK General Practitioner UK


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Global diabetes timeline: Roles Neurosurgeons


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Global diabetes timeline: Roles Registered Nurses


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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


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Global diabetes timeline: Roles Registered Nurses


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Global diabetes timeline: Roles Dieticians


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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” “…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.” “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.” Questioning Affirming Questioning


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Global diabetes timeline: Roles Dieticians


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Global diabetes timeline: Roles Psychologists


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Global diabetes timeline: Roles Primary Care / GPs


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Google announces Smart Contact Lens 13-19 January 2014 Optimistic Optimistic Engaging Interested


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Global diabetes timeline: Roles Primary Care / GPs


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Global diabetes timeline: Roles Pharmacists Primary Care / GPs


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Inhaled insulin endorsed by FDA panel 31 March – 6 April 2014


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Global diabetes timeline: Roles Bariatric Surgeons Primary Care / GPs 40 20


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Bariatric surgery for diabetes 31 March – 6 April 2014 Activating


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Bariatric surgery for diabetes Wider global conversation over time Affirming Challenging Challenging


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Multi-dimensional data


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Time & topics: what the data tells us


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Global diabetes timeline: Topics by complication type HCP conversation about all diabetes topics


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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.” Alerting


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Global diabetes timeline: Topics by patient age group HCP conversation about all diabetes topics


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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.” 13-19 January 2014 Supportive Frustrated Cynical Interpreting


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Diabetes testing for pregnant women - 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


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Studying an HCP social media event Context


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Multi-dimensional data


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Place & topics: what the data tells us


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Geography matters Key topics around prevention, diagnosis & management vary by country


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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".” Alerting


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Diabetes in multiple dimensions


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How to scope a study


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What next? Dive deeper: Questions about this study? daniel.ghinn@creationhealthcare.com www.creationhealthcare.com


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Recommending Patient Peer Support


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References to Peer support: https://twitter.com/ProfDocHealth/statuses/457329909979815938 (April 14, anew study) Although earlier tweets had been to much older study, eg https://twitter.com/janespeight/statuses/387794419392339968 View from Korean HCP – peer support better https://twitter.com/sonyoungki/statuses/450417654788939776 Peer Support Conversations


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Conversations about patient peer support “Interesting that the US Preventive Services Task force now recommends what has been the standard of care for years.” Positive view, but little new evidence? Supportive Frustrated Cynical Interpreting


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