These slides are from a webinar presented by Paul Grant and Daniel Ghinn on the 16th July 2013, introducing a methodology and full Creation Pinpoint digital opinion leaders insight report on healthcare professionals (HCPs) discussions about Diabetes in Spain. Using Creation Pinpoint, the study explores the Top 25 digital opinion leaders (DOLs) in a one year period, and identifies some of the characteristics of the influence networks formed by HCPs in their use of public social media. More information and contact details can be found at www.creationpinpoint.com

1. 2012-13 Digital HCP Influencers
throughout Spain, discussing topics
relating to Diabetes

2. 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

3. • Plan messaging
by learning what HCPs are asking or saying
about your products
Develop online advocates
by identifying those doctors who influence their peers online
in your therapy areas
Measure marketing effectiveness
by analysing how HCPs respond to your campaigns
Why study Digital Opinion Leaders (DOLs)?

4. 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.

5. 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.

6. 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

7. English
28%
Spanish
72%
Language preference for Spanish HCPs
Diabetes 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.

8. Language preference by channel
Diabetes 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

9. Language preference by channel
Diabetes 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

10. 1
10
100
1000
10000
Branded medicine Active ingredient Drug Class Condition related Disease in general
Mentions on Twitter Mentions in other channels
Topics and key classification of conversation
Diabetes HCP mentions in Spain, Jul 2012 – Jun 2013 (Note: Log. Scale)
N = 2111

11. Traditional KOL model: Emerging DOL model:
Understanding influence in a digital world
KOL 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

12. 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 Practitioner
Endocrinologist
Medical Student
Nurse
Occupational Therapist
Paediatrician
Physiotherapist
Pharmacist
Professor of Surgery
Creation Pinpoint definition of a HCP
The study seeks to identify HCPs who have online influence in the therapy
area

13. • 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 rank
Various Spanish HCP author profiles statistics, collected during June 2013
0
200
400
600
800
1000
1200
1400
Followers Kred Score Diabetes Tweets

14. Three digital influencers in Spain
Comparing 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

15. 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

16. 550
600
650
700
750
800
850
900
950
30 35 40 45 50 55 60
KredInfluence
Impact
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

17. Creation Pinpoint Influence
represents the extent to
which one HCP is influencing
and engaging other HCPs
within a study.
Daniel Ghinn
Inventor of Creation Pinpoint

18. Creation Pinpoint digital influence cloud
1341 nodes, 1849 edges
The #1 HCP
Influencer

19. Rank HCP
Diabetes
Tweets
Followers
Creation
Pinpoint
influence
Rank HCP
Diabetes
Tweets
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!

20. Example HCP profiles based
on public information

21. https://twitter.com/enriquegavilan
http://about.me/enrique.gavilan
http://www.slideshare.net/egavilan
http://www.researchgate.net/profile/Enrique_Gavilan/publi
cations/
http://egavilan.wordpress.com/about/
http://www.flickr.com/photos/egavilan/
Research links
The following research is from publicly available information
08 Enrique Gavilán

22. 08 Enrique Gavilán – overview
A General Practitioner in the Agencia Valenciana de Salud.
Twitter name @enriquegavilan
Joined Twitter 7th January 2010
Creation Pinpoint Influence 68
Tweets about Diabetes 14
Following 295
Followers 3,552

23. 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
0%
20%
40%
60%
80%
100%
% Retweets % @Contacts % URL tweets % HCPs in top 20 % followers in
Spain
N/A N/A N/A
Follower hotspots Engagement statistics

24. 08 Enrique Gavilán – Spain HCP influence
HCP weighted, Directed
Depth 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

25. https://twitter.com/ggimenezendocri
http://thecourse.webicina.com/profiles/?userprofile=494
http://www.jmir.org/2002/3/e16/
https://plus.google.com/102605053609751586294/posts
http://www.youtube.com/channel/UC-
E39UM9uh_tUz9wiNSpCXw
https://www.facebook.com/gabriel.gimenezperez.37
http://www.doctoralia.es/medico/gimenez+perez+gabriel-
12106832
Research links
The following research is from publicly available information
18 Gabriel Giménez-Pérez

26. 18 Gabriel Giménez-Pérez – overview
Consultant physician at the Endocrine Unit. Hospital General de Granollers. Catalunya.
Twitter name @ggimenezendocri
Joined Twitter 19th September 2011
Creation Pinpoint Influence 58
Tweets about Diabetes 70
Following 391
Followers 348

27. 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
0%
20%
40%
60%
80%
100%
% Retweets % @Contacts % URL tweets % HCPs in top 20 % followers in
Spain
N/A N/A N/A
Follower hotspots Engagement statistics

28. 18 Gabriel Giménez-Pérez – Spain HCP influence
HCP weighted, Directed
Depth 1, 36 nodes, 53 edges
General practitioners and endocrinologists make up this network
# 29 HCP
# 8 HCP
# 16 HCP
# 15 HCP
# 19 HCP

29. 2012-13 Digital HCP Influencers
throughout Spain, discussing topics
relating to Diabetes
Full report available now
Our analyst team is here to help you discover actionable insights
Full report (Top 25, 130
slides), available for a special
price of:
€2,900 / £2,500
Also available in:
- United Kingdom
- France
- Germany
- Italy
Other therapy areas:
- Cardiovascular disease
...Or define your own study

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