can you teach an old doc new tricks? techonomy bio 2015
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can you teach an old doc
new tricks?
Greg Matthews March 5, 2015
DAMMIT, JIM!
I ASKED FOR AN iPAD!
Contents are proprietary and confidential.
Doctors lead the news in health
A relatively unknown pediatrician in SD tweeted the story 16 hours before the department of health announcement
She was subsequently interviewed by Liz Szabo of USA Today
Contents are proprietary and confidential.
Doctors police the news in health
When the Toronto Star ran a misleading piece about the dangers of the HPV vaccine, Dr. Jen Gunter led the charge to refute it & was joined by hundreds more doctors
The Star first posted a disclaimer, then changed the title, then retracted the post altogether
61% of physicians consult social media weekly for medical information
There is a new KOL emerging. Physicians are no longer just prescribers. They are the media.
The 1st and only database in the world to map physicians digital footprint to their national physician registry
The MDigitalLife dataset
Understanding, Engaging and Activating physicians in the digital age
Connects online and offline behavior such as referral patterns, prescribing
history & Medicare billing
510,494 physician digital footprints
mapped as of March 3, 2015
Debuted at the Mayo Clinic in October 2012
Contents are proprietary and confidential.
MDigitalLife physicians are in 128 countries
Understanding the health ecosystem
Hospitals
Media
Doctors
Patients
Gov. / NGO
Advocacy Orgs.
TA Ecosystem
Mastery of a therapeutic area = mastery of the ecosystem for the disease area
MDs, providers, patients and other influencers shape and play off each other
The Online Global Health Ecosystem will capture all key influencers involved in each therapeutic area conversation.
These conversations & patterns can be monitored over time, in real time
Contents are proprietary and confidential.
Understanding the online ecosystem by condition
Global breast cancer ecosystem Tracks key stakeholder groups:
Doctors (US & ExUS) Journalists & media outlets Advocacy organizations Individual patients & advocates Industry
This maps all handles mentioned at least 5x by others in the ecosystem over 1st 6 weeks in 2015
22,000 tweets from 2,700+ people
Patients want access and control
over their health
50% of Patient Stem Cell Conversation about
treatment and access
Media focuses on controversy 3x more than
Doctors
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Doctors 35.85% Patients 1.89% Advocacy 0%
Media Outlets 49.06% Journalists 7.55% Industry 5.66%
Understanding the Brain Conversation
Top Shared Article from Media:
Artificial Intelligence Raises New Hope for
Cancer Patients
Top Shared Article from Doctors:
Artificial Intelligence Is Now Telling Doctors How To
Treat You
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5,000
10,000
15,000
20,000
25,000
2011 2012 2013 2014
as a scientific discipline
as a means to understand my health
Doctors focus on genetics 2.4 x more than
Patients
Media focuses on genetics 2.1 x more Than Patients Doctors Patients Media
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Genetics Conversation Growth
