Healthcare Professionals (HCPs) in Spain who have online influence in Diabetes.
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Transcript of Healthcare Professionals (HCPs) in Spain who have online influence in Diabetes.
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Introductory slides:Healthcare Professional Insights Report2012-13 Digital HCP Influencers throughout Spain, discussing topics relating to Diabetes
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””““
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
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• 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)?
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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.
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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.
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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
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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.
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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
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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
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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
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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
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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
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• 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
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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
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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
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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
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”“Creation Pinpoint Influence
represents the extent to which one HCP is influencing
and engaging other HCPs within a study.
Daniel GhinnInventor of Creation Pinpoint
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Creation Pinpoint digital influence cloud
1341 nodes, 1849 edges
The #1 HCP Influencer
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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!
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Example HCP profiles based on public information
Analysis: Individual profile insights
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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
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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
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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
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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
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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
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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
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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
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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
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2012-13 Digital HCP Influencers throughout Spain, discussing topics relating to Diabetes
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