1. can you
teach an
old doc
new
tricks?
• Greg Matthews
• March 5, 2015
DAMMIT, JIM!
I ASKED FOR AN iPAD!

2. 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

3. 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

4. 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

5. Contents are proprietary and confidential.
MDigitalLife physicians are in 128 countries

6. 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

7. 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

8. 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

9. 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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10. 0
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 PatientsMedia
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Genetics Conversation Growth