MDigitalLife's Managing Director & Founder, Greg Matthews led a webinar discussing the evolution of online interactions between patients and Healthcare Providers (HCPs) and what healthcare companies need to know to stay ahead of the curve.

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More information: bit.ly/2drcNYq

5. Understanding Physician-Patient Conversation
Greg Matthews
November 1, 2016

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W2O Group is a network of innovative, independent
marketing communications firms focused on servicing health
and technology brands worldwide. We offer integrated
communications, marketing, business and tech solutions,
focused on product supremacy, brand reputation and
organizational excellence.

7. Contents are proprietary and confidential.
7
2016 Midsize
Agency
of the
Year

8. Greg Matthews
Managing Director, MDigitalLife
@chimoose
gmatthews@W2OGroup.com
YOUR HOST

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Doctors
Hospitals
Advocacy
Media
Patients
Industry Insights from online interaction
between doctors, patients and the
health ecosystem.
The Online Global Health
Ecosystem captures all key
influencers involved in each
therapeutic area conversation.
The Online Global Health Ecosystem drives MDigitalLife Integrated Health Offering

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Doctors
Hospitals
Advocacy
Media
Patients
Industry
727,906
Digital “footprints” mapped as of October, 2016
The Online Global Health Ecosystem drives MDigitalLife Integrated Health Offering

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• Patient behavior change
• Physician behavior change
• The cycle of convergence
• Joining the conversation
Understanding Physician-Patient Conversations

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Patient behavior change

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35% of patients are
considered “online
diagnosers”
Source: Health Online 2013 – PewResearchCenter – Susannah Fox

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Education, support & crowdsourcing

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• > 6,000 healthcare hashtags
Twitter / Facebook
• > 6M Healthcare groups
• >70M Users

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Dave deBronkart
&
Danny Sands, MD

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Dave deBronkart
&
Danny Sands, MD

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Physician behavior change

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Every revolution needs a catalyst …

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Every revolution needs a catalyst …

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Every revolution needs a catalyst …

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Pioneers
Mike Sevilla, MD
Family doctor, podcaster
& blogger since 2006
Wendy Sue Swanson, MD
Pediatrician, author &
blogger since 2006
Bryan Vartabedian, MD
Pediatrician, author &
blogger since 2006
Jordan Grumet, MD
Internist, author & blogger
since 2006

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Culture of Permission
Source:
Doctors and the Culture of
Permission – 33Charts.com – July
2013

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Statin conversations over time
0
200
400
600
800
1000
1200
1400
1600
1800
18 tweets/day5 tweets/day

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Twitter meets medical meetings
Connections between US and Global physicians at #ASH15

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10
20
30
40
50
60
70
80
90
100
Size
Diversity - Audience
Diversity - ContentQuality
Impact
ASTRO15
ACOG15
TEDMED15
AUA15
JPM15
ACC15
ASH15
ASCO15
Healthcare Conference Network Scoring

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Social Media Is Changing Physicians’ Behavior
 36% of physicians use digital resources more
than offline resources to communicate with their
peers
 For physicians using Twitter, 97% use it at
least monthly (72% weekly; 39% daily)
 39% of physicians say that the information
they receive from online professional message
boards, communities, social networks and
blogs is “influential to very influential” to
their clinical decisions
Source: Manhattan Research “Taking the Pulse of US Physicians” 2013 Survey

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The cycle of convergence

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Doctors & patients

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Online Doctors Are Influential and Active
Doctors are patients’ most-
trusted source for online
health information1
>7,000 doctors post daily
on their blogs and Twitter
accounts2
#1: Physician group/medical practice
1What Health Info Do Consumers Seek Online?. eMarketer, February 28, 2013
2MDigitalLife study, October 2015

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Hashtag communities
Dana M. Lewis
#hcsm, 2009

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Hashtag communities
Dana M. Lewis
#hcsm, 2009
Matthew Katz, MD & Patricia F. Anderson
Cancer hashtag ontology, 2013

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Hashtag communities
>900 disease specific tweetchats
2016

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An increasingly connected community
0
5000
10000
15000
20000
25000
30000
35000
2009 2010 2011 2012 2013 2014
Patient Mentions of Doctors Doctor Mentions of Patients
8,404% Growth
3,896% Growth

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Doctors and patients create new identities together
bit.ly/epatientdoc

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Doctors & the media

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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

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• 305 reporters
follow at least 50
physicians
• 6 reporters follow
over 1,000!
Reporters love online physicians

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Heart Disease Conversations – US Docs’ Mention Map
 This map is based
on over 100k posts
about CVD over
the past year
 It visualizes all
health ecosystem
accounts that have
mentioned each
other
 In large
conversations, it
can be difficult to
derive meaning
from the visual

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Finding the cliques
Seka Kathiresan, MD
UMass
Matthew Herper
Reporter, Forbes
Michael J. Joyner, MD
Mayo Clinic
James Pirrucello, MD
Mass General
Larry Husten
Reporter, Cardiobrief
Adam Shaywitz, MD
Medical Director, Biomarin
Mark Goldberger, MD
Columbia U
Ethan J. Weiss, MD
UCSF

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Total convergence

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Wendy
Swanson
(@SeattleMamaDoc)
Followers:
32,896
HCPs: 2,162
Patients: 176
Advocacy: 431
Industry: 502
Media: 14
The Connected Ecosystem
Although followed by fewer people overall, Dr.
Natasha and Jen Dyer MD both have a strong
following of HCPs, Industry, and Advocacy
relative to Wendy Swanson and Alan Greene
Dr. Natasha
(@Drnatasha)
Followers: 6,934
HCPs: 1,210
Patients: 70
Advocacy: 208
Industry: 202
Media: 14
Jen Dyer MD,
MPH
(@EndoGoddess)
Followers:
14,916
HCPs: 1,020
Patients: 242
Advocacy: 232
Industry: 298
Media: 16
Alan Greene
(@DrGreene)
Followers:
22,512
HCPs: 664
Patients: 96
Advocacy: 176
Industry: 204
Media: 13
Total amount of
direct following
by type
Total amount of
followers
Media
24 Nodes
Advocacy
621 Nodes
Patients
401 NodesDoctors
2,940 Nodes
Industry
696 Nodes
Other
6 Nodes

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ASCO Value Framework Time Trend – All Conversations
 Initial conversation driven by physicians, followed by heavy advocacy and
media pick up.
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20
40
60
80
100
120
5/19 5/26 6/2 6/9 6/16 6/23 6/30 7/7 7/14 7/21 7/28 8/4 8/11 8/18
Advocacy Physicians (Ex-US) Industry Physicians (US) Patients Media Outlets Media Journalists

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The Conversation Continues In Community Twitter Chats
 The ASCO Value Framework has been featured in two patient/advocacy oriented
tweet chats, focusing on the ‘value’ of when fighting the rising cost of cancer
treatments
 The #LCSM chat is 2nd largest chat for therapeutic area in terms volume and
influence, behind only breast cancer

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Joining the conversation

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HC companies are part of the ecosystem
#AATS15 Mention Map

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•What do they need to know?
(Communications)
•What they need to do? (Marketing)
Understand and reach your key audiences

48. Content
Engagement
Analytics
Legend
AmplificationAdvocacy
Partner
Content
Engagement
Strategy
Engagement
Ongoing
Measurement
& Monitoring
Analytics Content Strategy

49. Content Strategy
Advocacy Partner
Content
Amplification
Engagement
Strategy
Engagement
Content
Engagement
Analytics
Legend
Ongoing
Measurement
& Monitoring
Analytics

50. Who
Top InfluencersBenchmark Audience Behavior Influence Patterns by Audience
What, Where, & How
Foundation to validate/identify
influencers who can impact
behavior change
Understand how influence flows
between doctors, the media,
patients, advocacy
organizations, policy makers,
etc.
The outlets, channels and words
used to drive relevant audience
conversations online; determine
the types of content they
want / need
Analytics

51. Advocacy Partner Amplification
Engagement
Strategy
Engagement
Content
Engagement
Analytics
Analytics Legend
Ongoing
Measurement
& Monitoring
ContentContent Strategy

52. Content Strategy
All Content is created to meet needs identified through analytics, with a specific focus on topics most engaging to
individual physicians.
• Narrative/Messaging Strategy
• Content/Editorial Calendar
• Thought Leadership content
• Media Mix
• Spokesperson/People
• Pace
Content

53. Content Options
Content
Content Capsule
Videos
Blog Posts Tweets Spokesperson
White Papers Press Releases Infographics

54. Content Strategy Content
Content
Engagement
Analytics
Analytics Legend
Ongoing
Measurement
& Monitoring
AmplificationAdvocacy
Partner
Engagement
Strategy
Engagement

55. Advocacy Partners
Engagement
Impact Alignment Value
When choosing a partner we consider:
Identify advocacy partners who
are most deeply aligned with the
client and the target audience
Advocacy partnership must
provide significant value to both
the client and the advocacy
partner to be successful
Utilizing analytics, identify
advocacy partners who have the
most reach, relevance &
resonance in the target market

56. Amplification
• Paid Media
• Focus paid budget on outlets uncovered in analytics.
• Earned Media
• Syndicate content and media packets to advocacy partners, local and
national outlets, local groups, etc. to gain earned media coverage
• Events
• Host local educational events for target market to raise awareness
and amplify campaign message.
• Opportunistic Media
• Stay aware of related activities with opportunities for engagement. Ex.
Participate in twitter chats related to topic area.
Engagement

57. Audience Engagement Strategy
Engagement
 Engaging online audience members/influencers
 Utilize identified influencers in analytics portion as outreach targets.
 Follow online audience on Twitter, subscribe to their blogs & YouTube channels, share
their content via monitoring dashboard
 Invite audience to opt-in for email newsletter and/or subscription to your social
channels
 Regularly tag interested audience members when content updates are available on
client channels
 Form digital advisory board of highly influential audience targets
 Use as a sounding board for upcoming content
 Leverage as ambassadors for sharing client content with peers
 Conduct regular audience-focused webinars
 Conduct regular tweetchats featuring Digital Advisory Board members

58. Audience Engagement Strategy
Engagement
 Influence Mapping
 Conduct detailed influence mapping models
showing how key patient, physician, media
and advocacy voices are connected online
 Create content targeted to key audience
segments, to be released and syndicated
through advocacy partners, physician
ambassadors and other influencers
 Conduct regular audience-focused webinars
led by panels of Digital Advisory Board,
advocacy partners, media influencers,
and/or industry partners
 Conduct regular patient-focused tweetchats
featuring Digital Advisory Board members
Network
Visualization

59. Engagement
Engagement
 Advocacy Promotion
 Promote created content through advocacy partner and spokesperson
properties
 Content to Influencers
 Audience analytics for campaign influence the kind of content that will
resonate with target market influencers
 Audience influencer analysis informs team of exactly which physicians are
most influential relative to topic area conversation
 Events
 Participate in local events to increase community engagement.
Partnerships with local advocacy partners contribute to local event
success.

60. Advocacy Partner Amplification
Engagement
Strategy
Engagement
Content Strategy Content
Content
Engagement
Analytics
Analytics Legend
Results
Ongoing
Measurement
& Monitoring

61. Ongoing Measurement & Monitoring
• Create Ecosystem Monitoring Dashboard to actively monitor
results of campaign
• Build all influencers (across stakeholder groups) into custom search engine
displaying all content those influencers create, real-time
• Ecosystem software includes custom-curated audiences of physicians, patients,
advocacy organizations, media covering topic area issues and companies that
make products that treat topic area
• Track all topic area related conversation trends in the same dashboard
• Create a daily (or weekly) listing of the most important content, to be shared via
newsletter and/or custom portal
• “Early warning system" sparks alarms when topics/issues come up in
conversation
• View campaign successes, engagement in real time
Ongoing Measurement & Monitoring

62. Content
Engagement
Analytics
Legend
AmplificationAdvocacy
Partner
Content
Engagement
Strategy
Engagement
Ongoing
Measurement
& Monitoring
Analytics Content Strategy

63. Greg Matthews
Managing Director, MDigitalLife
@chimoose
gmatthews@W2OGroup.com
QUESTIONS? CONTACT ME.