revealing asco's social dna
TRANSCRIPT
Revealing healthcare’s social DNA
ASCO Convosphere: a novel approach benchmarking social media use at medical conferences
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ASCO 2016 featured 91k tweets by 24k participants
Source: merakoi database,Tweets sent with #ASCO16 hashtag or variations of it: 2013.2016Size of bubble= tweets emitted by twitter handle
HCP
Media
Advocacy
ePatient
Industry
Payor
General Public
Services
Nulls& low qual
Tweets by account ASCO 2016
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ASCO 2014 vs 2016: Total number of HCP participants and tweets grows, but so does the participation of low quality accounts
Source: Tweets sent with #ASCO16 hashtag or variations of it: May 23rd - June 13th 2016Size of bubble= tweets emitted by twitter handle
ASCO 2014Total= 55k tweets from 12.5k accounts
ASCO 2016Total= 91k tweets from 24k accounts
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ASCO 2014 vs 2016: Total number of HCP participants and tweets grows, but so does the participation of low quality accounts
Source: Tweets sent with #ASCO16 hashtag or variations of it: May 23rd - June 13th 2016Size of bubble= retweets received by twitter handle
ASCO 2014Total= 27k retweets from 9k accounts
ASCO 2016Total= 57 retweets from 20k accounts
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ASCO 2013-2016: The original conversation remains stable, but retweets (or the echo) grows
RetweetsOriginal Tweets
Source: merakoi database,Tweets sent with #ASCO16 hashtag or variations of it: 2013.2016
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HCP tweets at ASCO retweeted most and by all other segments
RTs emitted or received by segment during ASCO 2016
RTs emitted by HCPs
RTs received by HCPs
Indu
stry
RTs
Null RTs
Advo
cacy
RTs
Services RTs
Media RTsEpatient RTs
Source: merakoi database,Tweets sent with #ASCO16 hashtag or variations of it: 2013.2016
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However, industry tweets come in 2nd in terms of number of RTs received RTs emitted or received by segment during ASCO 2016
HCP RTs
RTs
rece
ived
Null RTs
Advo
cacy
RTs
Services RTs
Media RTsEpatient RTs
RTs em
itted
Fake engagement from click farming accounts on promoted pharma tweets
Source: merakoi database,Tweets sent with #ASCO16 hashtag or variations of it: 2013.2016
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ASCO tweet growth partly driven by promoted retweets which cluttering meaningful conversation and other stakeholder voices
Source: merakoi database,Tweets sent with #ASCO16 hashtag or variations of it: 2013.2016
RTs emitted or received by segment during ASCO 2014
RTs emitted or received by segment during ASCO 2016
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And creating backlash with the community’s key influencers
Source: Tweets sent with #ASCO16 hashtag or variations of it: May 23rd - June 13th 2016