Transcript

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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Stem Cells

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


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