Introductory slides:Healthcare Professional Insights Report2012-13 Digital HCP Influencers throughout Spain, discussing topics relating to Diabetes

””““

In a closed doctors’ network, you talk to doctors…

…out to out-do each other with another article that they’ve read from a journal. There’s very little direct

experience that’s put in there - it’s all about shouting over each other with the reading they’ve done and

how clever they are.

If I engaged exclusively on a closed physician network I wld never have met people like…

HCPs are increasingly moving to public channels

Emergency Physician, Australia

General Practitioner, Ireland

• Plan messagingby learning what HCPs are asking or saying about your products

Develop online advocatesby identifying those doctors who influence their peers online in your therapy areas

Measure marketing effectivenessby analysing how HCPs respond to your campaigns

Why study Digital Opinion Leaders (DOLs)?

Overview of the full report, available now

– Overview– Country insights– Methodology for

determining influence

– Detailed profile information (x25)

Top 25 digital opinion leaders, Spain, Diabetes

An optional practical application workshop of the full report is also available.Other countries and therapy areas available.

Diabetes study details:

01st July 2012 – 30th June 2013 21 active ingredients 61 branded medicines >55,000 human-validated HCPs 10,000’s of HCP websites

HCP research tool:

Area of interest:

Sample size and study area

 

 

    

   

 

  

 

 

  

  

 

  

  

  

 

 

 

 

  

 

 

 

  

 

  

 

Creation Pinpoint™ allow our analysts to specifically investigate relevant, high quality conversations among HCPs only, to understand unmet information needs.

 

 

    

   

 

    

 

  

  

 

  

  

  

 

 

 

 

  

  

 

  

 

  

 

Ratio of HCP versus general mentions

132,175

Spanish general public mentions

2,111

There are fractionally more HCP mentions per Spanish inhabitant mention, than the number of actual HCPs per inhabitant in Spain.

Spanish ‘diabetes’ online mentions, Jul 2012 – Jun 2013

Spanish HCP mentions

1.6 % of all mentions in this therapy area over one year

Eng-lish28%

Span-ish

72%

Language preference for Spanish HCPsDiabetes HCP ALL mentions in Spain, by category, Jul 2012 – Jun 2013

N = 2111

HCPs tend to interact with the international community in English, and also re-tweet English content. However, for local audiences and blogs, Spanish is used by majority.

Language preference by channelDiabetes HCP ALL mentions in Spain, Jul 2012 – Jun 2013

67% of all tweets are in Spanish

98% of all blogs are in Spanish

N = 2111

Language preference by channelDiabetes HCP ALL mentions in Spain, Jul 2012 – Jun 2013

Top 25Healthcare Professionals (in this study)84%

N = 2111

…who use Twitter …also have a Blog

of the

Branded medicine Active ingredient Drug Class Condition related Disease in general1

10

100

1000

10000

Mentions on Twitter Mentions in other channels

Topics and key classification of conversationDiabetes HCP mentions in Spain, Jul 2012 – Jun 2013 (Note: Log. Scale)

N = 2111

Traditional KOL model: Emerging DOL model:

Understanding influence in a digital worldKOL relationships are different to digital opinion leader (DOL) relationships

Hierarchy based on seniority, experience and publications

Collaborative ‘flattened’ relationships,not ordinarily common in real-world

Using UK classifications as a common global framework:• Medical practitioners and

specialists as defined by the GMC

• Nurses and midwives as defined by the NMC

• The 16 professions regulated by the HCPC

Students working towards any of these professions.

Key professions found within this Top 25:

General PractitionerEndocrinologistMedical Student

NurseOccupational Therapist

PaediatricianPhysiotherapist

PharmacistProfessor of Surgery

Creation Pinpoint definition of a HCPThe study seeks to identify HCPs who have online influence in the therapy area

• Number of therapy specific mentions?

• Reach and impressions for an individual tweet?

• Number of followers? Are they HCPs?

• Klout, Kred, or some other social authority indicator?– E.g. Five selected HCPs in Spain

who tweet on Diabetes– Twitter is a good indicator of

networking for ‘digital’ HCPs

Defining individual HCP influence and rankVarious Spanish HCP author profiles statistics, collected during June 2013

EmilioSuarezS LlobetMarinaggimenezendocri Mayhead1 nigsp0

200

400

600

800

1000

1200

1400

Followers Kred ScoreDiabetes Tweets

Three digital influencers in SpainComparing the community for three influencers

Most influential by social network authority (SNA). However, only one tweet on Diabetes over one year

# 37 HCP # 8 HCP# 2 HCP

EmilioSuare

zS

LlobetM

arina

ggimeneze

ndocri

Mayhead1

nigsp

aniorte_nic

cecil

icp

Lourd

es_montiel

mangola

portalesm

edicos

0

50

100

150

200

250

Diabetes tweets

HCPs in Spain mentioning Diabetes in Tweets between Jul 2012 – Jun 2013

Number of therapy-specific mentions

‘Broadcasting’ which can seem like Spam

Looking at therapy-specific mentions gives an indication of HCPs who are interested in Diabetes, or who wish to be recognised in Diabetes. They may not be influential.

N = 615

30 35 40 45 50 55 60550

600

650

700

750

800

850

900

950

Impact

Kred

Influ

ence

Followers (size) versus Kred (y) versus Impact (x) of HCPs in Spain discussing Diabetes between Jul 2012 – Jun 2013

Comparison of some influence metrics among HCPs

#1 HCP Influencer

N = 57

#2 HCP Influencer

”“Creation Pinpoint Influence

represents the extent to which one HCP is influencing

and engaging other HCPs within a study.

Daniel GhinnInventor of Creation Pinpoint

Creation Pinpoint digital influence cloud

1341 nodes, 1849 edges

The #1 HCP Influencer

Rank HCP DiabetesTweets Followers

Creation Pinpoint influence

Rank HCP DiabetesTweets Followers

Creation Pinpoint influence

1 Nurse 4 2298 90 14 Primary Care Pharmacist 14 3065 65

2 Nurse 15 1814 77 15 General Practitioner 26 369 61

3 Occupational Therapist 4 2043 76 16 General Practitioner 1 10377 60

4 Physiotherapist 2 3673 75 17 Nurse 11 5196 59

5 Nurse 4 756 71 18 Endocrinologist 70 341 58

6 Primary Care Pharmacist 32 1107 69 19 Endocrinologist 18 899 57

7 Primary Care Nurse 30 961 68 20 Primary Care Nurse 4 1814 56

8 General Practitioner 14 3500 68 21 Medical Student 11 7930 55

9 Emergency Nurse 3 2620 66 22 General Practitioner 19 2179 55

10 Physiotherapist 1 1890 66 23 Paediatrician 1 6407 54

11 Operating Room Nurse 2 4478 65 24 General Practitioner 2 2892 54

12 General Practitioner 8 1139 65 25 Professor of Surgery 10 7043 53

13 Physiotherapist 16 1026 65

The Top 25 HCP digital influencers in Spain

Discussing ‘Diabetes’, from Jul 2012 – Jun 2013

Note: Different therapy, different score!

Example HCP profiles based on public information

Analysis: Individual profile insights

https://twitter.com/enriquegavilanhttp://about.me/enrique.gavilanhttp://www.slideshare.net/egavilanhttp://www.researchgate.net/profile/Enrique_Gavilan/publications/http://egavilan.wordpress.com/about/http://www.flickr.com/photos/egavilan/

Research linksThe following research is from publicly available information

08 Enrique Gavilán

08 Enrique Gavilán – overviewA General Practitioner in the Agencia Valenciana de Salud.

Twitter name @enriquegavilanJoined Twitter 7th January 2010Creation Pinpoint Influence 68Tweets about Diabetes 14Following 295Followers 3,552

Description vocabulary of followers:atencion primaria – medicina familiar – medico

especialista – sanidad publica – salud publica – social media – redes sociales – twitter oficial – nuevas

tecnologias – sociedad espanola – gestion sanitaria – farmacia hospitalaria – periodista especializada –

industria farmaceutica – profesionales sanitarios – empresa dedicada – medicina estetica

08 Enrique Gavilán – wider community insight

Influencing as a GP, most followers in Spain

% Retweets % @Contacts % URL tweets % HCPs in top 20 % followers in Spain

0%10%20%30%40%50%60%70%80%90%

100%

N/A N/A N/A

Follower hotspots Engagement statistics

08 Enrique Gavilán – Spain HCP influence

HCP weighted, DirectedDepth 1, 41 nodes, 60 edges# 2 HCP

# 6 HCP

Influencing pharmacists, endocrinologists, GPs, and nurses in Spain.

# 12 HCP

# 14 HCP

# 22 HCP

# 18 HCP

# 19 HCP

https://twitter.com/ggimenezendocrihttp://thecourse.webicina.com/profiles/?userprofile=494http://www.jmir.org/2002/3/e16/https://plus.google.com/102605053609751586294/postshttp://www.youtube.com/channel/UC-E39UM9uh_tUz9wiNSpCXwhttps://www.facebook.com/gabriel.gimenezperez.37http://www.doctoralia.es/medico/gimenez+perez+gabriel-12106832

Research linksThe following research is from publicly available information

18 Gabriel Giménez-Pérez

18 Gabriel Giménez-Pérez – overviewConsultant physician at the Endocrine Unit. Hospital General de Granollers. Catalunya.

Twitter name @ggimenezendocriJoined Twitter 19th September 2011Creation Pinpoint Influence 58Tweets about Diabetes 70Following 391Followers 348

Description vocabulary of followers:medico – diabetes – salud – familia –

health – medicina – social – barcelona – media – metge – vida – hospital –

sobre – blog – catalunya – news – salut – cirugia – especialista

18 Gabriel Giménez-Pérez – community insight

Very active in tweeting about diabetes, greater international community

% Retweets % @Contacts % URL tweets % HCPs in top 20 % followers in Spain

0%10%20%30%40%50%60%70%80%90%

100%

N/A N/A N/A

Follower hotspots Engagement statistics

18 Gabriel Giménez-Pérez – Spain HCP influence

HCP weighted, DirectedDepth 1, 36 nodes, 53 edges

General practitioners and endocrinologists make up this network

# 29 HCP

# 8 HCP

# 16 HCP# 15 HCP

# 19 HCP

2012-13 Digital HCP Influencers throughout Spain, discussing topics relating to Diabetes

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