american diabetes association scientific sessions twitter buzz analysis by pharmarc

www.pharmarc.com

American Diabetes Association (ADA)

71st Scientific Sessions, San Diego, CA

June 24 to 28, 2011

Twitter Buzz Analysis – June 24 to 28, 2011

Tanmay Saraykar – Manager, Social Media Analytics

© PharmARC Analytic Solutions Pvt. Ltd., 2011. All Rights Reserved.

Index

Twitter Charts

– Total Tweets

– Momentum over 10 Days & Peaks

– Roche Social Media Diabetes Summit, Engagement Activities, Buzz and Impact

– #ADA2011 Trends – Most Active Accounts

• Sanofi Tweets and Content Classification

• Key Social Advocates from Diabetes Online Community

• Buzzed Physicians and Profiles

Stories Shared on Twitter during the Conference, and Opportunities

– Where are you from?

– Video highlights

– Big shift in prescription patterns for T2DM

– Wal-Mart increased prices for branded diabetes drugs

Competitor Intelligence

– Companies Buzzed about during ADA Conference

– Buzzed Drugs and Content

– Sanofi Event – Dribble to Stop Diabetes

– Outdoor Ads – Boehringer Ingleheim and Novo Nordisk

Slide 2 © PharmARC Analytic Solutions Pvt. Ltd., 2011. All Rights Reserved.

Twitter buzz during the ADA SciSessions conference was mainly

around three Twitter hashtags

© PharmARC Analytic Solutions Pvt. Ltd., 2011. All Rights Reserved. Slide 3

1,878

2,555

2,141

0

500

1,000

1,500

2,000

2,500

3,000

#ADA2011 #dsma #dsummit

Total Tweets #ADA2011: For the

conference, released

by the ADA

#dsma: Weekly twitter

chat, organized by

DOC member

(diabetes online

community),

@DiabetesSocMed

#dsummit: Roche

Diabetes Social Media

Summit, Hard Rock

Café, San Diego, June

23, 2011

Tweets with different hashtags peaked at different times before, during

and after the ADA conference


#ADA2011, official hashtag for ADA

SciSessions

894 Tweets #dsma (Chat Day)

1,311 Tweets #dsma (Chat Day) 1,147 Tweets

Roche Diabetes Social Media

Summit

0

200

400

600

800

1,000

1,200

1,4001

9-J

un

-11

20

-Ju

n-1

1

21

-Ju

n-1

1

22

-Ju

n-1

1

23

-Ju

n-1

1

24-J

un-1

1

25

-Ju

n-1

1

26

-Ju

n-1

1

27

-Ju

n-1

1

28

-Ju

n-1

1

29

-Ju

n-1

1

Daily Tweets

#ADA2011

#dsma

#dsummit

#dsummit – peaked

before the conference

#ADA2011 – peaked

during the conference

#dsma – peaked

before and after the

conference

Roche conducted the Diabetes Social Media Summit along the bylines

of ADA conference


Roche Online Social Media Summit

Description – A power-packed get-together

of 37 diabetes bloggers and “online

influencers” during which all topics related

to social media and diabetes advocacy

were discussed

Venue

Hard Rock Café – Across from the

convention center where ADA Scientific

Session 2011 were held

Also attended by:

Isabella Platon – Head of

Communications, International Diabetes

Federation

Jeffrey Brewer – CEO of JDRF (Juvenile

Diabetes Research Foundation)

Topics Discussed:

• Disconnection of IDC from other major advocacy

organizations from US and their hesitation in involving DOC

(Diabetes Online Community) in their campaigns

• Gaps in social media, next steps, how to reach out to

disconnected patients and healthcare care providers, future

vision

Roche representatives presented and discussed various subjects with

the diabetes online community

“Social Media MAKES THINGS HAPPEN. Dan Kane VP of

Mkting Roche #dsummit“

Roche Marketing head at #dsummit : "We are trying to be genuine

and real" Seems odd to have to keep sayin that...

“@dLife: It's about more than just selling a product - from Roche

#dsummit”

Roche asks, "How is social media changing for people with

#diabetes, and for the leaders in the diabetes community?" -

#dsummit”

Roche: "What is the next big thing that all companies should know

to help better engage their customers (living with #diabetes)?

#dsummit”

Dan Kane says Roche Summit has never been about the product.

So why? "To be a better company, we have to know you better"

#dsummit

RT @saraknic: CDEs say that Roche is the company most

interested in helping product behavior change. #dsummit

#dsummit Dan Kane VP Marketing Roche on why roche does this

summit. For a first timer clarifying their commitm… (cont)

http://deck.ly/~vHJEv


Analysis of sample of 100 tweets that mentioned Roche reveals

significantly positive brand reputation for Roche


Expressed intent to

attend Roche event 17%

Mentioned a social media initiative by

Roche 10%

Neutral 17%

Praised Roche's Efforts 33%

Quoted Dan Kane, VP Marketing,

Roche 17%

Solicited response from

Roche 6%

% Tweets Some upcoming initiatives

from Roche mentioned in the

Tweets

• Will launch #Diabetes

Heroes Program

• Will promote

#bestbetesblogs,

nominations of June

posts open until 28th June

Members of the diabetes online community live-tweeted from the

Roche event and praised Roche’s efforts

RT @D_Advocates: .@DiabetesSisters bridging the online-offline worlds

through their PODS meetups program, w the support of @roche_com

#dsummit

@woodonwheels @lifewithtype1 @tmana I think Roche picked a pretty great

group of people to represent our community! :) #dsummit

RT @betizuka: Accu-Check Cash Card is here! Test strips prescriptions for

less. Good job, Roche! #dsummit

woot woot! Roche is going to help promote the #bestbetesblogs!! Nominations

of June posts open until the 28th :) #dsummit

Closing: It's awesome that Roche is reaching out to the community and

getting opinions from some of us who represent ALL OF US. #dsma

RT @dLife: Roche is working to be more real, more direct and more

supportive to patients with #diabetes. #dsummit

Closing: Love you all and thanks for representing us so well! Proud of Roche

and other companies for embracing us! #dsma

Proud of Roche and other companies for embracing the online D-community!

#dsma Ahem, Ahem to the others still waiting... CC: @mod4acure


Encouragement from Roche to the diabetes online community

resonated positively in the diabetes blogosphere


Following: 486

Followers: 390

@RotoTok says “you guys are

just beginning to understand

how powerful you are when

you come together and work

on an idea” #dsummit (To

Diabetes Online Community at

the summit)

One of my favorite people to

visit with is Bennet from Your

Diabetes May Vary. Two of his

four kids live with type 1

diabetes, and he lives with

type 2 diabetes. He said that

one of the biggest things

Roche gives us is something I

know I didn’t fully appreciate;

the opportunity to get to know

each other better. He didn’t

mean Roche and the

attendees, although that is

valuable too. What he meant

was US getting to know US

better. Thank you Roche.

http://twitter.com/RotoTok

http://twitter.com/badshoe

http://ydmv.net/

http://ydmv.net/

Analysis for #ADA2011 – Official Twitter Hashtag Released by ADA


1

39 29 43

120

291

462

403

322

129

39

0

50

100

150

200

250

300

350

400

450

500

19

-Ju

n-1

1

20

-Ju

n-1

1

21-J

un-1

1

22

-Ju

n-1

1

23

-Ju

n-1

1

24

-Ju

n-1

1

25

-Ju

n-1

1

26-J

un-1

1

27

-Ju

n-1

1

28

-Ju

n-1

1

29

-Ju

n-1

1

#ADA2011

Total Tweets –

1,878

The top 20 most active Twitter accounts during the conference includes

Sanofi Aventis high up in the list


14

14

15

15

16

16

16

16

20

22

28

28

30

31

34

36

39

41

44

44

49

50

56

56

89

0 10 20 30 40 50 60 70 80 90 100

DiabetesLiving

DiabetesMine

cme_doc

Diabetic_Iz_Me

DeliciousBuzz

InsulinFairies

MarkHarmel

SciSessions2011

diabeteshf

ClinEndoNews

1stRManagedCare

BirdWingPress

AmDiabetesAssn

diabetesdaily

AmDiabetesVols

askmanny

synchealthcare

CureT1Diabetes

endocrinologia

NDEP

deb_ruppert

iam_spartacus

Diabetes_sanofi

MiriamETucker

OmniPodNA

No. of Tweets

Diabetes_Sanofi was the only corporate

account among the 25 most active twitter

accounts

Sanofi’s Twitter account was far more active as compared to those of

other companies competing in the diabetes space


56

11

7

4 4 2

0

10

20

30

40

50

60

Diabetes_sanofi novonordisktbl boehringerus SanofiUS AstraZenecaUS Boehringer

# of tweets by companies

Sanofi has, by far the most

active corporate Twitter Account

during ADA

Content classification of tweets from Sanofi account reveals variety of

activities


Asking for response/ General

16%

Dispersing ideas/data,

helping diabetics

16%

Inviting for a Sanofi Event 12%

Promoting Sanofi blog

9%

Retweeting others 47%

Tweets Examples

Retweeting others: RT @iam_spartacus:

Heard someone from Dublin ask a question to

a presenter from Japan. Diabetes knows no

borders. #ada2011

Dispersing ideas data/helping diabetics:

Need to train more educators and have them

effectively prepared to make a difference.

#ADA2011

Inviting for a Sanofi Event: Come meet

former @NBA basketball player Chris Dudley

at the Dribble to Stop Diabetes (DTSD) event

at #ADA2011 Sails Pavilion

Promoting Sanofi blog: Check out the latest

Discuss #Diabetes #dblog post recapping

Day 1 of #ADA2011 http://ow.ly/5qepv

Asking for response: What's been your

favorite part of #ADA2011 so far?

Total tweets - 60

http://ow.ly/5qepv

http://ow.ly/5qepv

Most Active Twitter Accounts during Conference –

Key Social Advocates from Diabetes Online Community


14

14

15

15

16

16

16

16

20

22

28

28

30

31

34

36

39

41

44

44

49

50

56

56

89

0 10 20 30 40 50 60 70 80 90 100

DiabetesLiving

DiabetesMine

cme_doc

Diabetic_Iz_Me

DeliciousBuzz

InsulinFairies

MarkHarmel

SciSessions2011

diabeteshf

ClinEndoNews

1stRManagedCare

BirdWingPress

AmDiabetesAssn

diabetesdaily

AmDiabetesVols

askmanny

synchealthcare

CureT1Diabetes

endocrinologia

NDEP

deb_ruppert

iam_spartacus

Diabetes_sanofi

MiriamETucker

OmniPodNA

No. of Tweets

Manny Hernandez (DOC)

Cherise Shockley (DOC)

KSAs – Key Social Advocates Examples


Cherise Shockley

Manny Hernandez

Key Social Advocate for diabetes – Ms. Cherise Shockley

Activity Profile

Diabetes Social Media Advocacy –

Online community that chats weekly on

Twitter

Twitter Followers – 1,380

Founder Profile

Founder - Cherise Shockley, Type 1

diabetic

Blog - Own - http://diabetic-iz-

me.com/

Featured Diabetes Blogger –

www.diabetesdaily.com (Estimated

monthly page view – 610,000)

Moderator - (#dsma) Diabetes Social

Media Advocacy Twitter Chat

Participant – Diabetes Annual Blog

Week, May 2011

Organizer – DSMA Blog Carnival

(2011)

Topics for DSMA Blog Carnival

• June 2011 – Troubleshooting

Diabetes

• May 2011 – Type Awesome –

People who support PWDs

• April 2011 – Life Stages with

Diabetes

• March 2011 – Exercise does a

body good

• Feb 2011 – The most awesome

thing I have ever done inspite of

diabetes


http://diabetic-iz-me.com/







http://www.diabetesdaily.com/

Key social advocate for diabetes - Manny Hernandez, Berkley, CA


Type 1 diabetic since 2001

Non Profit Leader

Social Media Author

Consultant

Passionate Diabetes Advocate

Significant Contributor to the

Diabetes Hand Awareness

Program

Twitter -

@askmanny

Tweets – 24,547

Following – 602

Followers – 6,125

Listed – 528

Founder tudiabetes.org

Estudiabetes.org

A community of people

touched by diabetes, run

by the diabetes hands

foundation

App – TuAnalyse is an application jointly developed by Tudiabetes.org and

Children’s Hospital Boston

Mission – To empower people touched by diabetes to track, share and

compare their health information for research advancing diabetes care and

public health response

Function – Recording and sharing the measure of diabetes patients

Doctors/physicians were quoted in the tweets by attendees of the

conference


1

1

1

1

2

2

2

3

3

3

4

5

6

6

7

8

8

9

10

12

14

19

0 5 10 15 20

Dr. Irl Hirsch

Dr. Johnny Ludvigsson

Dr. Skyler

Dr. Ron Tamler

Dr. Daniel Lorber

Dr. R. Frykberg

Dr Faustman

Dr. Judith E. Fradkin, MD

Dr. Henry Anhalt

Dr. S. Heller

Dr. Satish Garg

Dr. Bill Tamborlane

Dr. D. Elleri

Dr. Aaron Kowalski

Dr. T. Danne

Dr. Tuttle

Dr. W. Ward

Dr. Albright

Dr. Trevor Orchard

Dr. Steven E. Kahn, MD

Dr. Doug Throckmorton

Dr. Bill Polonsky

Doctors/Physicians – No. of Mentions

Dr. William Polonsky, PhD, CDE


Founder/Pres.

Behavioral

Diabetes

Institute

Author –

Diabetes

Burnout -

What to Do

When You

Can’t Take it

Anymore, a

book for

patients

published by

the American

Diabetes

Association

Dr. William Polonsky

gives practical

advice for dealing

with the emotional

side of diabetes.

This segment aired

Jan. 27, 2008, and is

sponsored by Accu-

Chek. (Roche)

Dr. Polonsky, PhD, CDE

• Associate Clinical Professor in Psychiatry at the University of California,

San Diego

• PhD in clinical psychology from Yale University

• Served as Chairman of the National Certification Board for Diabetes

Educators, Senior Psychologist at the Joslin Diabetes Center in Boston,

and Instructor in Psychiatry at Harvard Medical School

• He is an active researcher in behavioral diabetes, with his most recent

projects focusing on the utility of home blood glucose monitoring in type 2

diabetes, the emotional and behavioral consequences of being diagnosed

with diabetes, and the value of diabetes self-management support training

for health care professionals

• Dr. Polonsky has served on the editorial boards of Diabetes Care, Diabetes

Forecast, Clinical Diabetes, Diabetes Self-Management and Diabetes

Health

Dr. Doug Throckmorton, US FDA


Douglas Throckmorton, M.D.

Deputy Director, Center for Drug Evaluation and Research (CDER)

U.S. Food and Drug Administration (FDA)

Dr. Throckmorton joined FDA in 1997 and has been acting Deputy

Director of CDER since May 2004.

Dr. Throckmorton is Board-certified in Internal Medicine and Nephrology,

having received his training at the University of Nebraska Medical

School, Case Western Reserve University and Yale University. Prior to

coming to the FDA, he practiced medicine at the Medical College of

Georgia in Augusta, Georgia.

Quotes from the Conference (that mentioned Dr. Throckmorton)

• 2008 guidance on diabetes drugs didn't kill development #ADA2011

• There were 63 investigational new drug applications between Jan. 1, 2006

and Nov. 30, 2008

• Since Dec. 1, 2008, there have been 70 NID applications for diabetes drugs

• There's no evidence of a decline in diabetes IND applicants since CV

guidance was released

• The complexity of #diabetes drug development is worth remembering. Each

patient is unique

• FDA takes the efficient development and appropriate use of medical

treatments for diabetes seriously

Dr. Douglas Throckmorton

Internal Medicine,

Nephrology

Analysis of various stories/news shared on Twitter reveals buzz on

various topics – No single story stands out


Story shared on Twitter # (Re)Tweeted

The Role of Vitamin D in Type 1 and Type 2 #Diabetes 21

Act on Diabetes NOW! An inspiring call-to-action from the Pres. of @IntDiabetesFed 18

Where are you from? 17

Scientific Sessions Update: Carbs, Protein or Calories? 16

Video highlights from the 71st Scientific Sessions 16

National Diabetes Fact Sheet 16

Cardiovascular Disease Risks Appear Early in Girls with Type 1 #Diabetes 16

Advances in Type 1 Treatment 16

Chris Dudley at the Dribble to Stop Diabetes event - Sponsored by Sanofi Aventis 15

Live Long with Type 1: An update from our Scientific Sessions! 13

Big Shift Seen in Prescription Patterns for Type 2 #Diabetes. 10

Behind the Scenes of the World's Largest #Diabetes Meeting 10

Action Shot: Red Rider Alexis Pollak shows off her cycling skills 10

Analysis of various stories/news shared on Twitter reveals buzz on

various topics – No single story stands out


Story shared on Twitter # (Re) Tweeted

Progress on the Artificial Pancreas 10

Data for newly approved Boehringer Ingelheim/Lilly type 2 #diabetes treatment 9

Life For a Child program growing from keeping kids alive to keeping them healthy. 9

Pts drinking > 2 diet sodas/ day saw a 2x increase in waist circumference over 9 years. 9

Cellnovo patch pump has cell PDA, uploads data to net automatically. Has pedometer to

know when you're active.

9

Diabetes Product Updates 9

Screening and Early Intervention are Key 8

Continuous Glucose Monitoring in the Youngest Patients 8

Diabetes Prevention is Cost Effective 8

Prevention Program for Native American Youth 7

Depression is what causes the complications 7

Wal-Mart hikes branded diabetes drug prices-study 6

Merck retro study: Risk of CVD events 23% higher in elder #diabetes ptts started on

sulfonylureas vs. metformin.

5

The activities around the conference presented several opportunities

for engaging attendees


A global map

with pins to point

out “Where are

you from?”

52% of the

attendees are

from outside

USA

Opportunity

Sponsoring this

board would

have been a

great way to

generate brand

awareness

Live coverage through video or live tweets received high attention

online – great resource of information for those who couldn’t attend


Twitter

Tweets – 9,068

Followers – 3,227

ADA SciSessions

Tweeted – 56 times

Retweeted – 105 times

Dr. Steven E Kahn, MD,

Puget Sound Health

Care System – Reports

on future direction of

treatments of diabetes

and obesity as reported

at 71st Scientific

Sessions in San Diego

Opportunity

Proactively reporting

events and summary of

presentations directly

from event draw

significant real time

attention and buzz (Dr.

Kahn and Miriam

Tucker, as in the

examples shown)

Sanofi also posted daily

reports of activities on

their blog

Stories and Engagement Opportunities – Big shift in prescription

patters for type 2 diabetes mellitus


Using Electronic Health Records to track prescribing

patterns – Rise of novel type 2 diabetes drugs noted after

2007 - At the annual scientific sessions of the American

Diabetes Association, Dr. Sanjeev N. Mehta presented

findings from a study of electronic medical records at Joslin

Diabetes Center, Boston, that evaluated 10-year

prescribing patterns for rosiglitazone and pioglitazone, as

well as uptake of novel drug classes (categorized as

"other") approved between 2001 and 2010. The "other"

group consisted of amylin analogs, GLP-1 analogs, DPP-IV

inhibitors, and bile acid sequestrants. Insulin use was not

studied, nor were medications introduced prior to 2001.

Opportunity

Identifying researchers, subject matter

experts, KOLs, etc. In this example, Dr.

Mehta is a Pediatric Endocrinologist and

an Instructor in Medicine, Harvard

Medical School

Data Source: A study of 7,846 patients

with type 2 diabetes at the Joslin

Diabetes Center, Boston, who had

9,178 new prescriptions for

rosiglitazone, pioglitazone, and other

agents from 2001-2010.

44% 50%

6% 2% 18%

80%

rosiglitazone pioglitazone othermedications

Findings - Relative proportion of prescriptions for T2DM

Year 2005 Year 2010

Slide 25

Interesting study on the retail pricing of diabetes drugs in the US was

presented - Wal-Mart hikes branded diabetes drugs prices


Shared on

Twitter – 104 times

LinkedIn – 7

Facebook Recommendations – 70

Study by - Dr. Ronald Tamler, an endocrinologist at New York's

Mount Sinai Medical Center, and co-author of the price study

Overall findings – Industry

Prices for generic diabetes

drugs (2008-2010)

Prices for brand-name

diabetes drugs (2008-2010)

58% 113%

35% 32%

21%

K-Mart Wal-Mart Industry-Avg.

Price increase for 10 most prescribed diabetes drugs - 2008 to 2010

As for the most mentioned company in Tweets by attendees or DOC,

Sanofi was a clear winner


77

21 15

8 5 2 0

20

40

60

80

100

Sanofi BoehringerIngelheim

Lilly Novo Nordisk Abbott Roche

# mentioned in tweets

Actively

engaged the

diabetes

community at

ADA

Organized

event “Dribble

for diabetes”

Tweeted ideas

– Diabetes

Midwives

Data for newly approved

Boehringer Ingleheim/Lilly type

2 #diabetes treatment

presented – New Phase III data

and pooled analysis for

linagliptin show improved blood

sugar control in adults with type

2 diabetes when used alone

and with metformin

Liraglutide -

sustained

weight loss at

56 weeks in

non-diabetic,

obese

individuals

Sponsored

ADA@5K,

morning walk

on San Diego

Waterfront

Donated to

ADA San

Diego, for

being the host

city of

SciSessions,

2011

Note: Not

much buzz

with

#ADA2011,

but ample

activity around

#dsummit,

Roche

Diabetes

Social Media

Summit

Although relatively low, there was some buzz around metformin and

dapagliflozin


Dapagliflozin (2)

• Dapagliflozin Effective at 102 Weeks, but Drug Poses Breast and Bladder Cancer Risk

• Dapagliflozin non-inferior to metformin in lowering A1c, superior in lowering FPG, weight. Sig more UTI,

genital infects in women

Metformin (18)

• Some poor countries have such high taxes on insulin and metformin that at-cost product is completely

unaffordable after taxes

• Metformin costs a fraction of a cent to produce

• Merck retro study: Risk of CVD events 23% higher in elderly #diabetes patients started on sulfonylureas

vs. metformin

• Starting Elderly #Diabetes Patients on Metformin May Reduce Cardiovascular Disease Risk

• Risk-benefit assessment of anti-diabetic drugs shows metformin as most efficacious

• Is Afressa by $MNKD the simplest approval that FDA made complex? Risk-benefit more tolerable than

Avandia or metformin

• Long-term cost effectiveness evaluation of DPP and DPPOS gives resounding thumbs up to use of

metformin

• Reusing lancets; forgetting metformin doses; blowing a good carb intake week with a night out with the

girls

• Metformin decided to turn on me and ruin my insides. On week 2 of titration. Any thoughts?

CI – Sanofi Event – Dribble to Stop Diabetes – A diabetes awareness

initiative with NBA players, sponsored by Sanofi


Sanofi Aventis – Dribble to

Stop Diabetes event with

former NBA Player, Chris

Dudley at Sails Pavilion, San

Diego, CA

Dennis Ubraniak from Sanofi

USA at the event, contributing

to YMCA San Diego County

on behalf of the partnership

CI – Outdoor Advertising –

Boehringer Ingleheim and Novo Nordisk


Outdoor Ads for –

Tradjenta (Linagliptin)

Novo Nordisk –

Levemir Pen


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For further information on this document, please contact:

Tanmay Saraykar

Manager, Social Media Analytics

+91 7829909766

[email protected]

mailto:[email protected]

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