Research into the volumes of Twitter conversations in 30+ disease areas. Spam and low quality tweets (e.g. "buy cheap Viagra online") have been filtered out.

1. Turning Twitter health conversations
into brand insight
Twitter intelligence for health and life sciences
www.starling140.com

2. Twitter Business Intelligence www.starling140.com 2
Twitter research on disease-related conversations
Over 500,000 tweets originating from more than 400,000 accounts
collected in the first 30 days
Research goals
Understand disease discussions currently taking
place on Twitter, specifically
• the volume of conversations around
specific diseases
• the nature of topics discussed
• the types of stakeholders originating
discussions
Methodology
• Worldwide monitoring on English keywords
• Covering 36 diseases in 8 different specialties
• Interim results for 30 Jan-28 Feb 2013 (30 days)

3. Twitter Business Intelligence www.starling140.com 3
Twitter conversation volumes across disease areas
Thousands of tweets
Prostate cancer Cystic Fibrosis Fibromyalgia
22.4 12.5 8.2
Hypertension Rheumatoid Arthritis
85.9 4.0
COPD Osteoporosis
6.6 8.3
Breast cancer
117.9
Gout
Thromboses 15.0
10.6
Lung cancer AMD
Crohn's 23.5 1.8
5.0
CHF
13.7 Sleep Apnea
Glaucoma 4.6
5.6 Psoriasis
7.0
Diabetes Type 1
6.6 Osteoarthritis
HCV 2.8
Angina 9.7
3.0 • Cardio
• Onco
Diabetes Type 2
12.7 • Gastro
Colorectal cancer • Ophtha
10.1 Asthma
Cholesterol 76.2 • Respiratory
35.8 Ulcerative colitis • Immunology
7.1 • Endocrine
HBV
4.5 • Derma
Source: Starling140 analysis, Q1 2013

4. Twitter Business Intelligence www.starling140.com 4
Breakdown of disease discussions
Awareness
22%
Patient
Experience
33%
Research
8%
Healthcare
Providers
4% Diagnosis
Pharma/Industry 7%
1%
Pricing Regulatory Treatment
3% 4% 18%
Who is discussing
HCPs Patients / Patient Groups Media Payers, Gov’t Industry
30% 30% 20% 15% 5%
Source: Starling140 analysis, Q1 2013

5. Twitter Business Intelligence www.starling140.com 5
The value of Twitter extends throughout the life cycle of a
pharmaceutical product
Clinical trial Stakeholder Brand/ indication Competitive
monitoring Engagement extensions intelligence
Reputation Compliance Late-stage
KOL discovery management Insights positioning
Stakeholder Campaign
insights, Management &
e.g. position,
pricing, etc.
Media Buying
PRE-LAUNCH LAUNCH GROWTH MATURE

6. Twitter Business Intelligence www.starling140.com 6
Kevin Michels-Kim, Managing Partner
kevin@starlingpartners.com
@ubermarketer
Download this report: http://bit.ly/twitterhealthinsights
Starling GmbH
Binzmühlestrasse 170a, 8050 Zürich, Switzerland
www.starling140.com