American Diabetes Association Scientific Sessions Twitter Buzz Analysis by PharmARC

American Diabetes Association (ADA)
71st Scientific Sessions, San Diego, CA
June 24 to 28, 2011

Twitter Buzz Analysis – June 24 to 28, 2011

Tanmay Saraykar – Manager, Social Media Analytics www.pharmarc.com

© PharmARC Analytic Solutions Pvt. Ltd., 2011. All Rights Reserved.

Index

 Twitter Charts
– Total Tweets
– Momentum over 10 Days & Peaks
– Roche Social Media Diabetes Summit, Engagement Activities, Buzz and Impact
– #ADA2011 Trends – Most Active Accounts
• Sanofi Tweets and Content Classification
• Key Social Advocates from Diabetes Online Community
• Buzzed Physicians and Profiles
 Stories Shared on Twitter during the Conference, and Opportunities
– Where are you from?
– Video highlights
– Big shift in prescription patterns for T2DM
– Wal-Mart increased prices for branded diabetes drugs
 Competitor Intelligence
– Companies Buzzed about during ADA Conference
– Buzzed Drugs and Content
– Sanofi Event – Dribble to Stop Diabetes
– Outdoor Ads – Boehringer Ingleheim and Novo Nordisk

© PharmARC Analytic Solutions Pvt. Ltd., 2011. All Rights Reserved. Slide 2

Twitter buzz during the ADA SciSessions conference was mainly
around three Twitter hashtags

Total Tweets #ADA2011: For the
3,000 conference, released
by the ADA
2,555
2,500 #dsma: Weekly twitter
chat, organized by
2,141 DOC member
(diabetes online
2,000 1,878
community),
@DiabetesSocMed

1,500
#dsummit: Roche
Diabetes Social Media
1,000
Summit, Hard Rock
Café, San Diego, June
23, 2011
500

0
#ADA2011 #dsma #dsummit


Tweets with different hashtags peaked at different times before, during
and after the ADA conference

1,400 Daily Tweets 1,311 Tweets
1,147 Tweets #dsma (Chat Day)
1,200 Roche Diabetes
Social Media #ADA2011
894 Tweets Summit
1,000 #dsma
#dsma (Chat Day)
#dsummit
800
#dsummit – peaked
before the conference
600 #ADA2011, official
hashtag for ADA #ADA2011 – peaked
SciSessions during the conference
400
#dsma – peaked
200 before and after the
conference

0
24-Jun-11
19-Jun-11

20-Jun-11

21-Jun-11

22-Jun-11

23-Jun-11

25-Jun-11

26-Jun-11

27-Jun-11

28-Jun-11

29-Jun-11

Roche conducted the Diabetes Social Media Summit along the bylines
of ADA conference

Roche Online Social Media Summit

Description – A power-packed get-together
of 37 diabetes bloggers and “online
influencers” during which all topics related
to social media and diabetes advocacy
were discussed

Venue

Hard Rock Café – Across from the
convention center where ADA Scientific
Session 2011 were held

Also attended by:

Topics Discussed: Isabella Platon – Head of
Communications, International Diabetes
• Disconnection of IDC from other major advocacy Federation
organizations from US and their hesitation in involving DOC
(Diabetes Online Community) in their campaigns Jeffrey Brewer – CEO of JDRF (Juvenile
• Gaps in social media, next steps, how to reach out to Diabetes Research Foundation)
disconnected patients and healthcare care providers, future
vision


Roche representatives presented and discussed various subjects with
the diabetes online community

“Social Media MAKES THINGS HAPPEN. Dan Kane VP of
Mkting Roche #dsummit“

Roche Marketing head at #dsummit : "We are trying to be genuine
and real" Seems odd to have to keep sayin that...

“@dLife: It's about more than just selling a product - from Roche
#dsummit”
Roche asks, "How is social media changing for people with
#diabetes, and for the leaders in the diabetes community?" -
#dsummit”
Roche: "What is the next big thing that all companies should know
to help better engage their customers (living with #diabetes)?
#dsummit”

Dan Kane says Roche Summit has never been about the product.
So why? "To be a better company, we have to know you better"
#dsummit
#dsummit Dan Kane VP Marketing Roche on why roche does this
summit. For a first timer clarifying their commitm… (cont)
http://deck.ly/~vHJEv

RT @saraknic: CDEs say that Roche is the company most
interested in helping product behavior change. #dsummit


Analysis of sample of 100 tweets that mentioned Roche reveals
significantly positive brand reputation for Roche

Solicited % Tweets Expressed Some upcoming initiatives
response from intent to from Roche mentioned in the
Roche attend Roche Tweets
6% event
17% • Will launch #Diabetes
Quoted Dan Heroes Program
Kane, VP
Marketing, • Will promote
Roche #bestbetesblogs,
17% Mentioned a
social media nominations of June
initiative by posts open until 28th June
Roche
10%

Neutral
17%
Praised
Roche's
Efforts
33%


Members of the diabetes online community live-tweeted from the
Roche event and praised Roche’s efforts

RT @D_Advocates: .@DiabetesSisters bridging the online-offline worlds
through their PODS meetups program, w the support of @roche_com
#dsummit

woot woot! Roche is going to help promote the #bestbetesblogs!! Nominations
of June posts open until the 28th :) #dsummit

Closing: It's awesome that Roche is reaching out to the community and
getting opinions from some of us who represent ALL OF US. #dsma

RT @dLife: Roche is working to be more real, more direct and more
supportive to patients with #diabetes. #dsummit

RT @betizuka: Accu-Check Cash Card is here! Test strips prescriptions for
less. Good job, Roche! #dsummit

@woodonwheels @lifewithtype1 @tmana I think Roche picked a pretty great
group of people to represent our community! :) #dsummit

Closing: Love you all and thanks for representing us so well! Proud of Roche
and other companies for embracing us! #dsma

Proud of Roche and other companies for embracing the online D-community!
#dsma Ahem, Ahem to the others still waiting... CC: @mod4acure


Encouragement from Roche to the diabetes online community
resonated positively in the diabetes blogosphere
@RotoTok says “you guys are
Following: 486 just beginning to understand
how powerful you are when
Followers: 390 you come together and work
on an idea” #dsummit (To
Diabetes Online Community at
the summit)

One of my favorite people to
visit with is Bennet from Your
Diabetes May Vary. Two of his
four kids live with type 1
diabetes, and he lives with
type 2 diabetes. He said that
one of the biggest things
Roche gives us is something I
know I didn’t fully appreciate;
the opportunity to get to know
each other better. He didn’t
mean Roche and the
attendees, although that is
valuable too. What he meant
was US getting to know US
better. Thank you Roche.


Analysis for #ADA2011 – Official Twitter Hashtag Released by ADA

#ADA2011
500 Total Tweets –
462
450 1,878
403
400

350 322
300 291

250

200

150 120 129

100
39 43 39
50 29
1
0
21-Jun-11

26-Jun-11
19-Jun-11

20-Jun-11

22-Jun-11

23-Jun-11

24-Jun-11

25-Jun-11

27-Jun-11

28-Jun-11

29-Jun-11

The top 20 most active Twitter accounts during the conference includes
Sanofi Aventis high up in the list
No. of Tweets
OmniPodNA 89
MiriamETucker 56
Diabetes_sanofi 56
iam_spartacus 50
deb_ruppert 49
NDEP 44
endocrinologia 44
CureT1Diabetes 41
synchealthcare 39
askmanny 36
AmDiabetesVols 34
diabetesdaily 31
AmDiabetesAssn 30 Diabetes_Sanofi was the only corporate
BirdWingPress 28 account among the 25 most active twitter
1stRManagedCare 28 accounts
ClinEndoNews 22
diabeteshf 20
SciSessions2011 16
MarkHarmel 16
InsulinFairies 16
DeliciousBuzz 16
Diabetic_Iz_Me 15
cme_doc 15
DiabetesMine 14
DiabetesLiving 14
0 10 20 30 40 50 60 70 80 90 100


Sanofi’s Twitter account was far more active as compared to those of
other companies competing in the diabetes space

# of tweets by companies
60
56 Sanofi has, by far the most
active corporate Twitter Account
during ADA
50

40

30

20

11
10 7
4 4
2
0
Diabetes_sanofi novonordisktbl boehringerus SanofiUS AstraZenecaUS Boehringer


Content classification of tweets from Sanofi account reveals variety of
activities
Examples
Tweets Asking for
response/ Retweeting others: RT @iam_spartacus:
General Heard someone from Dublin ask a question to
16% a presenter from Japan. Diabetes knows no
borders. #ada2011
Asking for response: What's been your
favorite part of #ADA2011 so far?
Dispersing ideas data/helping diabetics:
Need to train more educators and have them
Dispersing effectively prepared to make a difference.
Retweeting ideas/data, #ADA2011
others helping
47% diabetics Inviting for a Sanofi Event: Come meet
16% former @NBA basketball player Chris Dudley
at the Dribble to Stop Diabetes (DTSD) event
at #ADA2011 Sails Pavilion
Promoting Sanofi blog: Check out the latest
Discuss #Diabetes #dblog post recapping
Day 1 of #ADA2011 http://ow.ly/5qepv
Inviting for a
Sanofi Total tweets - 60
Promoting Event
Sanofi blog 12%
9%


Most Active Twitter Accounts during Conference –
Key Social Advocates from Diabetes Online Community
No. of Tweets
OmniPodNA 89
MiriamETucker 56
Diabetes_sanofi 56
iam_spartacus 50
deb_ruppert 49
NDEP 44
endocrinologia 44
CureT1Diabetes 41
synchealthcare 39
askmanny 36
AmDiabetesVols 34 Manny Hernandez (DOC)
diabetesdaily 31
AmDiabetesAssn 30
BirdWingPress 28
1stRManagedCare 28
ClinEndoNews 22
diabeteshf 20
SciSessions2011 16 Cherise Shockley (DOC)
MarkHarmel 16
InsulinFairies 16
DeliciousBuzz 16
Diabetic_Iz_Me 15
cme_doc 15
DiabetesMine 14
DiabetesLiving 14
0 10 20 30 40 50 60 70 80 90 100


KSAs – Key Social Advocates Examples

Cherise Shockley
Manny Hernandez


Key Social Advocate for diabetes – Ms. Cherise Shockley

Activity Profile
Diabetes Social Media Advocacy –
Online community that chats weekly on
Twitter
Twitter Followers – 1,380

Founder Profile Topics for DSMA Blog Carnival

Founder - Cherise Shockley, Type 1 • June 2011 – Troubleshooting
diabetic Diabetes

Blog - Own - http://diabetic-iz- • May 2011 – Type Awesome –
me.com/ People who support PWDs
Featured Diabetes Blogger –
www.diabetesdaily.com (Estimated • April 2011 – Life Stages with
monthly page view – 610,000) Diabetes

Moderator - (#dsma) Diabetes Social • March 2011 – Exercise does a
Media Advocacy Twitter Chat body good

Participant – Diabetes Annual Blog • Feb 2011 – The most awesome
Week, May 2011 thing I have ever done inspite of
diabetes
Organizer – DSMA Blog Carnival
(2011)

Key social advocate for diabetes - Manny Hernandez, Berkley, CA

Type 1 diabetic since 2001
Non Profit Leader
Social Media Author
Consultant
Passionate Diabetes Advocate

Significant Contributor to the
Diabetes Hand Awareness
Program
Twitter - Founder tudiabetes.org
@askmanny Estudiabetes.org
Tweets – 24,547 A community of people
Following – 602 touched by diabetes, run
Followers – 6,125 by the diabetes hands
Listed – 528 foundation

App – TuAnalyse is an application jointly developed by Tudiabetes.org and
Children’s Hospital Boston

Mission – To empower people touched by diabetes to track, share and
compare their health information for research advancing diabetes care and
public health response

Function – Recording and sharing the measure of diabetes patients


Doctors/physicians were quoted in the tweets by attendees of the
conference

Doctors/Physicians – No. of Mentions
Dr. Bill Polonsky 19
Dr. Doug Throckmorton 14
Dr. Steven E. Kahn, MD 12
Dr. Trevor Orchard 10
Dr. Albright 9
Dr. W. Ward 8
Dr. Tuttle 8
Dr. T. Danne 7
Dr. Aaron Kowalski 6
Dr. D. Elleri 6
Dr. Bill Tamborlane 5
Dr. Satish Garg 4
Dr. S. Heller 3
Dr. Henry Anhalt 3
Dr. Judith E. Fradkin, MD 3
Dr Faustman 2
Dr. R. Frykberg 2
Dr. Daniel Lorber 2
Dr. Ron Tamler 1
Dr. Skyler 1
Dr. Johnny Ludvigsson 1
Dr. Irl Hirsch 1
0 5 10 15 20


Dr. William Polonsky, PhD, CDE
Dr. William Polonsky
gives practical
advice for dealing
with the emotional
Founder/Pres. side of diabetes.
Behavioral This segment aired
Diabetes Jan. 27, 2008, and is
Institute sponsored by Accu-
Chek. (Roche)
Author –
Dr. Polonsky, PhD, CDE
Diabetes
• Associate Clinical Professor in Psychiatry at the University of California,
Burnout -
San Diego
What to Do
• PhD in clinical psychology from Yale University
When You
• Served as Chairman of the National Certification Board for Diabetes
Can’t Take it
Educators, Senior Psychologist at the Joslin Diabetes Center in Boston,
Anymore, a
and Instructor in Psychiatry at Harvard Medical School
book for
• He is an active researcher in behavioral diabetes, with his most recent
patients
projects focusing on the utility of home blood glucose monitoring in type 2
published by
diabetes, the emotional and behavioral consequences of being diagnosed
the American
with diabetes, and the value of diabetes self-management support training
Diabetes
for health care professionals
Association
• Dr. Polonsky has served on the editorial boards of Diabetes Care, Diabetes
Forecast, Clinical Diabetes, Diabetes Self-Management and Diabetes
Health


Dr. Doug Throckmorton, US FDA
Douglas Throckmorton, M.D.
Deputy Director, Center for Drug Evaluation and Research (CDER)
U.S. Food and Drug Administration (FDA)

Dr. Throckmorton joined FDA in 1997 and has been acting Deputy
Director of CDER since May 2004.

Dr. Throckmorton is Board-certified in Internal Medicine and Nephrology,
having received his training at the University of Nebraska Medical
School, Case Western Reserve University and Yale University. Prior to
coming to the FDA, he practiced medicine at the Medical College of
Georgia in Augusta, Georgia.

Quotes from the Conference (that mentioned Dr. Throckmorton)
Dr. Douglas Throckmorton
Internal Medicine, • 2008 guidance on diabetes drugs didn't kill development #ADA2011
Nephrology • There were 63 investigational new drug applications between Jan. 1, 2006
and Nov. 30, 2008
• Since Dec. 1, 2008, there have been 70 NID applications for diabetes drugs
• There's no evidence of a decline in diabetes IND applicants since CV
guidance was released
• The complexity of #diabetes drug development is worth remembering. Each
patient is unique
• FDA takes the efficient development and appropriate use of medical
treatments for diabetes seriously


Analysis of various stories/news shared on Twitter reveals buzz on
various topics – No single story stands out

Story shared on Twitter # (Re)Tweeted

The Role of Vitamin D in Type 1 and Type 2 #Diabetes 21

Act on Diabetes NOW! An inspiring call-to-action from the Pres. of @IntDiabetesFed 18

Where are you from? 17

Scientific Sessions Update: Carbs, Protein or Calories? 16

Video highlights from the 71st Scientific Sessions 16

National Diabetes Fact Sheet 16

Cardiovascular Disease Risks Appear Early in Girls with Type 1 #Diabetes 16

Advances in Type 1 Treatment 16

Chris Dudley at the Dribble to Stop Diabetes event - Sponsored by Sanofi Aventis 15

Live Long with Type 1: An update from our Scientific Sessions! 13

Big Shift Seen in Prescription Patterns for Type 2 #Diabetes. 10

Behind the Scenes of the World's Largest #Diabetes Meeting 10

Action Shot: Red Rider Alexis Pollak shows off her cycling skills 10


Analysis of various stories/news shared on Twitter reveals buzz on
various topics – No single story stands out

Story shared on Twitter # (Re) Tweeted

Progress on the Artificial Pancreas 10

Data for newly approved Boehringer Ingelheim/Lilly type 2 #diabetes treatment 9

Life For a Child program growing from keeping kids alive to keeping them healthy. 9

Pts drinking > 2 diet sodas/ day saw a 2x increase in waist circumference over 9 years. 9

Cellnovo patch pump has cell PDA, uploads data to net automatically. Has pedometer to 9
know when you're active.
Diabetes Product Updates 9

Screening and Early Intervention are Key 8

Continuous Glucose Monitoring in the Youngest Patients 8

Diabetes Prevention is Cost Effective 8

Prevention Program for Native American Youth 7

Depression is what causes the complications 7

Wal-Mart hikes branded diabetes drug prices-study 6

Merck retro study: Risk of CVD events 23% higher in elder #diabetes ptts started on 5
sulfonylureas vs. metformin.


The activities around the conference presented several opportunities
for engaging attendees

A global map
with pins to point
out “Where are
you from?”

52% of the
attendees are
from outside
USA

Opportunity
Sponsoring this
board would
have been a
great way to
generate brand
awareness


Live coverage through video or live tweets received high attention
online – great resource of information for those who couldn’t attend

Dr. Steven E Kahn, MD,
Puget Sound Health
Care System – Reports
on future direction of
treatments of diabetes
and obesity as reported Opportunity
at 71st Scientific
Proactively reporting
Sessions in San Diego
events and summary of
presentations directly
from event draw
significant real time
attention and buzz (Dr.
Kahn and Miriam
Tucker, as in the
examples shown)
Twitter
Sanofi also posted daily
Tweets – 9,068
reports of activities on
Followers – 3,227
their blog
ADA SciSessions
Tweeted – 56 times
Retweeted – 105 times


Stories and Engagement Opportunities – Big shift in prescription
patters for type 2 diabetes mellitus

Data Source: A study of 7,846 patients
with type 2 diabetes at the Joslin
Diabetes Center, Boston, who had
9,178 new prescriptions for
rosiglitazone, pioglitazone, and other
agents from 2001-2010.

Findings - Relative proportion
of prescriptions for T2DM
Year 2005 Year 2010
80%

44% 50%
Using Electronic Health Records to track prescribing
patterns – Rise of novel type 2 diabetes drugs noted after 18%
2% 6%
2007 - At the annual scientific sessions of the American
Diabetes Association, Dr. Sanjeev N. Mehta presented rosiglitazone pioglitazone other
findings from a study of electronic medical records at Joslin medications
Diabetes Center, Boston, that evaluated 10-year
prescribing patterns for rosiglitazone and pioglitazone, as Opportunity
well as uptake of novel drug classes (categorized as
Identifying researchers, subject matter
"other") approved between 2001 and 2010. The "other"
experts, KOLs, etc. In this example, Dr.
group consisted of amylin analogs, GLP-1 analogs, DPP-IV
Mehta is a Pediatric Endocrinologist and
inhibitors, and bile acid sequestrants. Insulin use was not
an Instructor in Medicine, Harvard
studied, nor were medications introduced prior to 2001.
Medical School
Slide 25

Interesting study on the retail pricing of diabetes drugs in the US was
presented - Wal-Mart hikes branded diabetes drugs prices

Study by - Dr. Ronald Tamler, an endocrinologist at New York's
Mount Sinai Medical Center, and co-author of the price study

Overall findings – Industry
Prices for generic diabetes Prices for brand-name
drugs (2008-2010) diabetes drugs (2008-2010)

113%
58%

Price increase for 10 most prescribed
diabetes drugs - 2008 to 2010
35%
32%

Shared on 21%

Twitter – 104 times
LinkedIn – 7
Facebook Recommendations – 70
K-Mart Wal-Mart Industry-Avg.

As for the most mentioned company in Tweets by attendees or DOC,
Sanofi was a clear winner

# mentioned in tweets
100
77
80
60
40
21
20 15
8 5 2
0
Sanofi Boehringer Lilly Novo Nordisk Abbott Roche
Ingelheim
Actively Data for newly approved Liraglutide - Donated to Note: Not
engaged the Boehringer Ingleheim/Lilly type sustained ADA San much buzz
diabetes 2 #diabetes treatment weight loss at Diego, for with
community at presented – New Phase III data 56 weeks in being the host #ADA2011,
ADA and pooled analysis for non-diabetic, city of but ample
linagliptin show improved blood obese SciSessions, activity around
Organized sugar control in adults with type individuals 2011 #dsummit,
event “Dribble 2 diabetes when used alone Roche
for diabetes” and with metformin Sponsored Diabetes
ADA@5K, Social Media
Tweeted ideas morning walk Summit
– Diabetes on San Diego
Midwives Waterfront

Although relatively low, there was some buzz around metformin and
dapagliflozin

Metformin (18)
• Some poor countries have such high taxes on insulin and metformin that at-cost product is completely
unaffordable after taxes
• Metformin costs a fraction of a cent to produce
• Merck retro study: Risk of CVD events 23% higher in elderly #diabetes patients started on sulfonylureas
vs. metformin
• Starting Elderly #Diabetes Patients on Metformin May Reduce Cardiovascular Disease Risk
• Risk-benefit assessment of anti-diabetic drugs shows metformin as most efficacious
• Is Afressa by $MNKD the simplest approval that FDA made complex? Risk-benefit more tolerable than
Avandia or metformin
• Long-term cost effectiveness evaluation of DPP and DPPOS gives resounding thumbs up to use of
metformin
• Reusing lancets; forgetting metformin doses; blowing a good carb intake week with a night out with the
girls
• Metformin decided to turn on me and ruin my insides. On week 2 of titration. Any thoughts?

Dapagliflozin (2)
• Dapagliflozin Effective at 102 Weeks, but Drug Poses Breast and Bladder Cancer Risk
• Dapagliflozin non-inferior to metformin in lowering A1c, superior in lowering FPG, weight. Sig more UTI,
genital infects in women


CI – Sanofi Event – Dribble to Stop Diabetes – A diabetes awareness
initiative with NBA players, sponsored by Sanofi

Sanofi Aventis – Dribble to Dennis Ubraniak from Sanofi
Stop Diabetes event with USA at the event, contributing
former NBA Player, Chris to YMCA San Diego County
Dudley at Sails Pavilion, San on behalf of the partnership
Diego, CA


CI – Outdoor Advertising –
Boehringer Ingleheim and Novo Nordisk

Outdoor Ads for –
Tradjenta (Linagliptin)

Novo Nordisk –
Levemir Pen


For further information on this document, please contact:

Tanmay Saraykar
Manager, Social Media Analytics
+91 7829909766
tanmay.saraykar@pharmarc.com

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American Diabetes Association Scientific Sessions Twitter Buzz Analysis by PharmARC

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American Diabetes Association Scientific Sessions Twitter Buzz Analysis by PharmARC