ESMO 2024: which trials sparked the most discussion among HCPs?

10.10.2024 | Insight

ESMO 2024: which trials sparked the most discussion among HCPs?

Key takeaways:

  • During ESMO 2024, The most dominant topic discussed by HCPs was genitourinary (GU) cancer as 12% of the overall online HCP conversation during ESMO was about it, mainly because HCPs discussed trials such as, AMBASSADOR and NIAGARA.
  • HCPs shared posts about the FDA’s approval of Novartis’ ribociclib, for patients with breast cancer, following the NATALEE 4-year results.
  • Gil Morgan, the director of the Onco Alert Network, was the most active HCP during ESMO 2024.

The 2024 European Society of Medical Oncology (ESMO) Congress was hosted in Barcelona. Throughout the congress, healthcare professionals (HCPs) from around the world used social media to share their reactions to the latest data, amplifying the reach of new science all over the world.

Between the 13th – 17th September, CREATION.co tracked the global online conversations of HCPs posting about ESMO and we identified 1,673 HCPs who posted 15,755 times on X (formerly known as Twitter). Additionally, CREATION.co monitored the social media activity and influence of the 28 ESMO Ambassadors, who kept their followers abreast of the latest scientific advancements at ESMO by posting collectively 1,710 times across X and LinkedIn.

An overview of the online HCP conversation on X

HCP ESMO 2024 online conversations peaked on September 14th

Conversation spiked frequently during the congress, as HCPs reacted to the latest trial results and oral presentations. On the 15th September, the online conversation peaked as HCPs amplified data from various bladder cancer trials. 

In particular, HCPs posted about the AMBASSADOR study highlighting how the ‘findings support pembrolizumab as an adjuvant treatment option’ for patients with high-risk muscle invasive urothelial carcinoma.

Shortly after, conversation spiked again as HCPs reacted positively to the phase 3 results of AstraZeneca’s NIAGARA trial. On X, 74 HCPs in 117 posts regarded the results of durvalumab, in combination with cisplatin and gemcitabine, as “practice changing” or as a new standard of care.

The top 3 most discussed cancer types by HCPs during ESMO

The chart below demonstrates that, during ESMO, genitourinary (GU) cancer was most discussed by HCPs online. Conversation around GU cancer made up 12% of the entire online conversation around ESMO. ESMO Ambassador, Petros Grivas highlighted that ‘huge strides’ were made in the GU cancer space, following the results of various GU trials, such as AMBASSADOR.

Lung cancer was the second most discussed cancer type. HCPs posted about the ADRIATIC trial data 253 times and emphasised the progression free survival benefits of durvalumab in patients with small cell lung cancer. 

In the non-small cell lung cancer space, ESMO Ambassador, Antonio Passaro drew attention to the ‘promising OS trend’ in the MARIPOSA-2 results. Similarly, other HCPs highlighted the ‘promising activity of NVL-655’ shown in the ALKOVE-1 trial.

While breast cancer was the third most discussed cancer type overall, HCPs contributed the most original posts when discussing this cancer type. HCPs posted about data from the 4-year outcomes of the NATALEE trial which highlighted the long-term benefits of adjuvant ribociclib. 16 HCPs also shared about the FDA’s approval of ribociclib in combination with an aromatase inhibitor (AI) for the treatment of HR+/HER2 early breast cancer, following the NATALEE 4-year results.

When amplifying the latest trial data at ESMO, HCPs often shared links to the New England Journal of Medicine (NEJM). The top 3 posts shared the most by HCPs, during ESMO, were originally posted by NEJM and highlighted key findings from the AMBASSADOR, NIAGARA and ADRIATIC trials, discussed above.

Top 3 most shared ESMO 2024 posts by HCPs on X

In addition to NEJM, HCPs also frequently shared links to sites, such as UroToday and OncoAlert, which provided further summaries and coverage of the congress.

Key voices during ESMO 2024

The chart below shows that the most active HCP on X was Gil Morgan, the director of the Onco Alert Network. Across the 5 days, Morgan reposted 857 posts, positioning him as a major amplifier of the online HCP conversation.

Among the most active HCPs, Gilberto Lopes’ posts garnered the highest average reach per post, making him highly influential among his peers. 

Six of the top eight most active HCPs were from the US, with the exceptions being Lorenza Rimassa and Paulo Bergerot. Moreover two of the eight most active HCPs, Petros Grivas and Lorenza Rimassa, were ESMO 2024 Ambassadors.

The #ESMOAmbassadors was used in 1907 posts on X, across the five-day congress. The 28 ESMO Ambassadors, themselves, posted a combined total of 1629 times on X and 81 times on LinkedIn. Ambassadors, such as Vivek Subbiah and Antonio Passaro, took to X and LinkedIn to post about their presentations at ESMO.

Vivek Subbiah

Antonio Passaro

As shown below, the 28 ESMO Ambassadors had followers worldwide. 48% of their followers were in the US. Together, the 28 ESMO Ambassadors had a combined total of 26,232 HCP followers, making them highly influential among their HCP peers in the online conversation.

Given the significant investment pharmaceutical companies make during congresses, we understand the need to maximise impact from the investments. Being able to understand what is driving the online conversation at congresses and which HCPs are influencing the online conversation is a great way to achieve this. 

To find out what this might look like for you, why not watch our webinar ‘How to make the most of your medical congress investment’, or read our 10 ways to maximise congress investment by utilising eHCP insights.

 

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Meet the Author

Jessica Fernandes

After attaining a 1st class degree in Theology from Durham University, Jessica returned to Kent to join the graduate programme here at CREATION.co. She uses her research and analytical skills to inform health strategy and serve clients.

Outside of work, Jessica loves to travel and visit historical landmarks. She also enjoys mini-golf and going out for brunch with friends and family.

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