HCPs are increasingly turning to social media for medical education, peer-to-peer collaboration and to interact with patients. At CREATION.co, we track the online conversation of HCPs on social media. In our recent analysis of the online conversation of breast cancer oncologists, we’ve uncovered three key ways breast cancer oncologists used social media in 2024.
- To keep up with the latest developments in medical research particularly at oncology congress meetings.
- To network and post about their professional experiences with other breast cancer oncologists.
- To share awareness and educational content with patients, emphasising the importance of early detection through the use of mammograms.
To keep up with the latest developments in medical research
With the rapidly evolving treatment landscape, breast cancer oncologists frequently used social media to share updates about the latest research, data and treatment algorithms. As demonstrated in the chart below, online conversation among breast cancer oncologists spiked during medical congresses, such as ESMO, ASCO and SABCS.
These congress meetings were instrumental for mass data dissemination, as HCPs often amplified the latest research findings on social media while using congress-specific hashtags, such as #ASCO24. Digital Opinion Leaders, like Paolo Tarantino, attracted tens of thousands of views on their posts as they promptly shared live updates and summaries of trial results presented at these congresses.
Node-negative subanalysis of NATALEE (n=613). Mostly includes patients with T2 disease (75%), virtually all with G2-3 disease. Consistent benefit in iDFS (93.2% vs 90.6%, HR 0.72), DDFS and DRFS with adjuvant ribociclib. Safety also consistent with ITT. #ASCO24 #bcsm pic.twitter.com/3terFJiMCh
— Paolo Tarantino (@PTarantinoMD) May 31, 2024
Breast cancer oncologists often included links to journals in their posts, helping their peers stay informed about the latest research in the field. As illustrated in the chart below, the top five sites shared by breast cancer oncologists were exclusively journals, with ASCO Publications being the most frequently amplified journal among them.
In addition to disseminating the latest developments in medical research, breast cancer oncologists frequently posted about updated treatment algorithms. Breast medical oncologist, Ilana Schlam shared a post with updated treatment algorithms and expressed that she “finally ran out of space in HR+ disease” due to the extensive array of treatment options available. This post alone garnered over 40,000 views.
Wrapping up another fantastic #SABCS!
Amazing, practice-changing data were presented.
I’ve updated the algorithms and added key studies from the meeting— I finally ran out of space in HR+ disease! #SABCS24 @OncoAlert pic.twitter.com/Jzwh4E8EFy
— Ilana Schlam (@IlanaSchlam) December 13, 2024
Featured in a previous episode on CREATION.co’s podcast Better Listening for Better Health, oncologist Dr Shaalan Beg shared that it is “physically impossible to attend all sessions during a congress and digest the quantity of new information given in such a short period of time.” By leveraging social media, breast cancer oncologists have created a community to tackle this challenge and help their peers across the globe keep up to date with significant advancements in their field. By sharing treatment algorithms, breast cancer oncologists, like Ilana Schlam, use social media to educate their peers and support them in navigating complex treatment decisions at a time when the treatment landscape is rapidly evolving due to novel practice changing therapies.
To network and post about their professional experiences
Some breast cancer oncologists also used social media as a professional portfolio. These HCPs networked with their peers and often shared their own research and experiences. They also used social media to celebrate their peers for their contributions to the field.
As exemplified in the post below, breast cancer oncologist Jason Mouabbi praised oncologist Tess O’Meara for her “incredible presentation” on imaging in primary and metastatic breast cancers, whilst sharing her post. Other key voices, such as Sara Tolaney and Paolo Tarantino, in the breast cancer conversation, also endorsed O’Meara’s post as they amplified the post, furthering its reach among their followers.
What an incredible presentation by the amazing @tess_omeara at @DAVAOnc! 🌟 Can't wait to see this superstar shine on many more stages in the future! #bcsm #EndCancer #RisingStar https://t.co/NvBQhDdAb5
— Jason A. Mouabbi MD (@JAMouabbi) August 24, 2024
Breast cancer oncologists also uploaded photos with their peers on social media, while sharing about their positive experiences with other breast cancer oncologists, tagged in their post. As exemplified in the posts below, breast cancer oncologists Elisa Agostinetto posted about her “beautiful experience” with other young oncologists on “the #Endeavour Breast Cancer program”, while Dionisia Quiroga posted about her experience with other breast medical oncologists participating in an advisory group. Both of these posts received over 4,000 views.
One of the most beautiful experiences from both professional and human perspectives comes today to an end🥲
I highly recommend the #Endeavour Breast Cancer program to all young oncologists in Europe🇪🇺
Thanks to the amazing faculty and colleagues that are now friends@OncoAlert pic.twitter.com/pNN5oeEZmb— Elisa Agostinetto (@ElisaAgostinett) October 26, 2024
3️⃣ breast med oncs from @OSUCCC_James @OhioStateMedOnc serving on @ASCOTECAG ‘s advisory group this year!
So excited to have these intelligent, amazing women join our group @nerealiamd @royaryam 🦸♀️
@DrGattiMays @StoverLab @sardesai_sagar @Nicole_O_W pic.twitter.com/yEv5PNIypB
— Dionisia Quiroga, DO, PhD (@quirogad) May 31, 2024
These posts highlight that breast cancer oncologists maintain both a strong offline and online community, leveraging social media to share knowledge, collaborate with peers and support one another in their professional journeys.
To share awareness and educational content with patients
While X was mainly used for peer-to-peer discussions, some breast cancer oncologists were also active on other social media platforms like Instagram and TikTok. These oncologists typically shared short informative videos, educating patients about various topics such as breast cancer symptoms, prevention and early detection through mammogram screening.
On Instagram and TikTok, breast cancer oncologist Eleonora Teplinsky was particularly active. Teplinksy posted engaging videos, summarising research from journal articles and key findings from congresses, in order to make the findings more accessible to patients. Teplinksy also posts content on breast cancer screening. For example on TikTok, Teplinksy’s video, created in collaboration with Hologic 3D™ mammogram to debunk the myth that mammograms cause breast cancer, amassed over 600,000 views.
Similarly, breast surgeon and oncologist, Anushree Vartak used her Instagram account ‘beingbreastaware’ to raise awareness around breast cancer and to guide breast cancer patients. Through advocating for early detection, Vartak often encouraged regular screening and provided tips for ‘how to prepare for screening mammography.’
In summary, breast cancer oncologists use social media as a valuable tool for medical education amongst peers and patients worldwide. Through platforms like X, breast cancer oncologists are able to stay up-to-date with the latest advancements in medical research and treatment, while networking with their peers. Additionally, through social media platforms such as Instagram and TikTok, breast cancer oncologists are able to engage digitally with patients by offering support and raising awareness of breast cancer.
Want to know who your Digital Opinion Leaders are in breast cancer? Watch the demo of our tool: DOL Finder in breast cancer.