Author: Marie-Claire Wilson

What do HCPs do online, and why?

In an article on, Paul Grant outlined his model of the drivers for engagement in social media. Since the article was published, Creation Pinpoint studies have highlighted a range of Healthcare Professional (HCP) behaviours on public social media. In this post, using the topic of chronic obstructive pulmonary disease (COPD) as an example, I will outline some of the most commonly-seen behaviours, giving an insight into what may be important for HCPs online. Chronic Obstructive Pulmonary Disease (COPD) is a term used to describe chronic lung conditions including emphysema and chronic bronchitis. According to the the European Respiratory Society,...

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How doctors talk about the ‘Hate Heart Disease’ campaign on social media

Through our work with Creation Pinpoint, our analysts continue to observe how healthcare professionals (HCPs) are using public social media for work-related discussions. Their activities on platforms such as Twitter and Facebook include discussion of clinical cases, commenting on the latest research news and sharing tips and information. Recently, one HCP commented through Twitter about our cardiovascular disease research. This prompted a brief review of the British Heart Foundation’s (BHF) “We hate heart disease” campaign. The ‘Hate Heart Disease’ campaign was launched just before the London marathon. The initial tweet about the campaign from the BHF was actually retweeted over 300 times,...

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Social media: a revolution at all levels of healthcare

Social media are often associated with the younger generations, with people with “time on their hands” and with the more creative professions. However, a recent publication by NHS employers suggests that the benefits of social media use extend right throughout healthcare organisations, and NHS Chief Executives are encouraged to get active online. That social media are now considered an arena for serious discussion of medical and leadership topics may still feel surprising to some. Indeed, those working at an executive level have generally tended to be less familiar with new media than more junior colleagues, and many have heard...

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Spanish doctors talking about diabetes

Diabetes is a chronic condition that affects millions of people around the world, and so it is an area of concern for a large number of doctors, and for pharmaceutical companies. Traditional social media monitoring approaches may be particularly problematic for this important topic area, due to the large volume of jokes and comments by the general public on the subject (see here for an example). We used Creation Pinpoint to see how diabetes is discussed by doctors in Spain using Spanish language. Creation Pinpoint focuses only on conversations between healthcare professionals (HCPs), which automatically removes the vast majority of irrelevant...

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Doctors’ discussions of heart health – focus on the Americas

As part of Creation Healthcare’s research partnership with Doctors 2.0 & You, which uses Creation Pinpoint to analyse Healthcare Professionals’ (HCPs’) conversations in public social media channels about cardiovascular disease, I am continuing to share some highlights of our work. Languages used in the Americas We have previously discussed the importance of bringing local insights to bear in pharmaceutical marketing and communication campaigns (in general, in China and in Central and Eastern Europe).  This may include an awareness of: Language Disease prevalence Cultural specifics of communication Here, we provide some snapshot insights into the languages used to discuss the...

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