What are you searching for?

13.10.2020 | Insight

Digital Opinion Leaders raise awareness of PPE needs in the UK

By Adam Doggett

During the COVID-19 pandemic, CREATION.co has been supporting Frontline.Live, a charity working to address personal protective equipment (PPE) shortages in the UK.

The online map listens to the voices of healthcare workers online, understands their real time needs and works to answer those needs, fast. Since April, over 1,000 PPE shortages in UK hospitals and care homes have been reported anonymously at the Frontline.Live platform by healthcare workers of all types requesting supplies including masks, aprons and hand sanitiser. This is just the tip of the iceberg. PPE shortages have been a major theme in mainstream and social media.

Using CREATION Pinpoint, we analysed the conversations of healthcare workers on public social media to understand who is influencing the PPE narrative online.

Active and influential HCPs in the online PPE discussion

Based on a series of metrics including peer engagement and network reach, we have identified highly influential healthcare professionals (HCPs) who are using Twitter to raise awareness of PPE shortages. These HCPs have large professional and public followings on Twitter and they are regularly shared and engaged in conversation by their professional peers, indicating that they have the respect and trust of other HCPs.

The UK’s most influential online HCPs in the context of PPE

October
Rank
September
Rank
Company
Name
Total
Mentions
Account
Mentions
Account
Retweets
115Regeneron9,22250225
23Johnson & Johnson2,830790123
37Gilead2,18520710
42Pfizer2,03343881
51AstraZeneca1,73130714
64GSK1,24931244
78Lilly1,12524956
86Roche1,01537164
95Sanofi875400125
1016Abbott74560843
1110Novartis56641432
1212Merck & co495365102
1311Bayer44921638
149AbbVie34229717
1519Amgen33426153
1614Boehringer29825583
1717BMS23617930
1821Fresenius21611525
1913Novo Nordisk17514122
2030UCB15414168
2131Servier107663
2223Takeda1028716
2320Teva977324
2422Biogen94311
2528Allergan6140
2626Merck KGaA573912
2733Vertex55520
2818Otsuka472110
2939Menarini473421
3032Daiichi-Sankyo42237
3125Mylan3890
3237Chugai3700
3327Ipsen342712
3429Grifols3100
3536CSL24188
3634Bausch23120
3735Eisai20106
3840Alexion17132
3924Astellas16112
4038Sun16131
4142Mitsubishi Tanabe Pharma100
4250Jiangsu Hengrui000
4350Ono000
4450Endo000
4550Meiji000
4650Yunnan Baiyao000
4741Aurobindo000
4850Sino000
4950Shanghai000
5043Sumitomo Dainippon000

The table above shows the UK’s most influential online HCPs in the context of PPE. Some, such as Linda Dykes, are very active in the online PPE discussion, whereas others, for instance A&E doctor and MP Rosena Allin-Khan, post less frequently about PPE needs but due to a high profile position and significant Twitter following, have the potential to reach a very large audience with their content.

Accounts of high importance to network integration

HCPs engage with a variety of sources on Twitter. Measuring how much an account is mentioned and how much they are mentioning others who are also talking about PPE can reveal the integration of that account with the online network. Network integration analysis has revealed that politicians, health care services and doctors have all played important roles in shaping the UK online HCP PPE discussion with Matt Hancock, Trish Greenhalgh and Piers Morgan taking the top three spots.

Top three HCP PPE Digital Opinion Leaders

Taking into account factors such as peer following and network integration, the UK’s top three HCP Digital Opinion Leaders in the PPE conversation have been identified: professor and primary care physician Trish Grenhalgh; palliative care physician and author Rachel Clarke and cardiologist and MedShr CEO Asif Qasim. While each DOL presents a different online presence, whether it be a focus on academic content, or stories political in nature, they are all using their platform to raise awareness for PPE needs and promote better services for healthcare workers and patients.

During a public health emergency, social media is a powerful tool for good in the right hands. We celebrate those who use their voice in support of those in need.

View all articles >

Meet the Author

Adam Doggett

As Head of Analytics Solutions, Adam brings an innovative perspective to solving bespoke client challenges and developing methodologies, helping our clients get the most value from their data and overcome the healthcare challenges they face. Adam enjoys acting and cycling, but interestingly not at the same time.

Suggested next


27.07.2020 | Article

HCPs are ‘cautiously optimistic’ towards COVID-19 vaccine Candidates

Healthcare professionals talk about COVID-19 vaccine candidates

By Laura McIntyre

23.03.2020 | Article

Innovating to support your COVID-19 health communications response

Innovating to support your COVID-19 health communications response

By Daniel Ghinn

View all articles >