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What deep social listening reveals about prostate cancer: key insights for healthcare strategy

17.02.2025 | Insight

What deep social listening reveals about prostate cancer: key insights for healthcare strategy

The power of deep social listening in oncology

Prostate cancer remains a significant challenge in oncology, with new treatment strategies, imaging technologies, and genetic insights continually reshaping the landscape. However, beyond clinical trials and regulatory approvals, there exists a largely untapped yet critical source of intelligence—what healthcare professionals (HCPs) discuss in digital spaces. Deep social listening offers unparalleled access to the authentic, unfiltered conversations of HCPs, revealing emergent trends, shifting treatment paradigms, and the nuances of clinical decision-making that traditional research methods may overlook. Over the last 12 months we identified 17,254 HCPs online, generating 81,917 mentions on the topic of prostate cancer.

 

CREATION.co’s proprietary deep social listening methodology allows for the continuous capture and analysis of HCP discourse across digital platforms, offering strategic insights for pharmaceutical leaders, healthcare policymakers, and patient advocacy groups. By examining recent HCP discussions on prostate cancer, we can discern key themes shaping the future of care.

The evolution of prostate cancer therapies: what HCPs are saying

New therapeutic developments are at the forefront of discussions among HCPs. We tracked 2,664 HCPs generating 16,920 mentions over the last 12 months, particularly in the context of metastatic hormone-sensitive prostate cancer (mHSPC), which received 2,213 mentions. Conversations around the CAPItello-281 phase III trial, with 71 HCPs mentioning this trial, highlight the anticipation surrounding novel treatment options. Dr Choueiri’s post on X (Twitter) reached 19,838 accounts and was reposted 18 times by HCPs:

Discussions led by experts such as Dr Toni Choueiri emphasise the importance of novel treatments in metastatic hormone-sensitive prostate cancer (mHSPC), highlighting recent trial data that suggest promising improvements in radiographic progression-free survival. These insights indicate a potential shift in first-line treatment strategies.

The integration of these real-world perspectives with clinical trial data provides a more comprehensive understanding of how new therapies might be adopted in practice. Such insights are invaluable for pharmaceutical stakeholders aiming to optimise launch strategies and medical education efforts. A good example of the nuance of anticipation is expressed by Dr Madan’s post.

Advancements in localised prostate cancer: HCPs’ view on emerging treatments

Localised prostate cancer is witnessing a paradigm shift, with new treatment approaches such as neoadjuvant lutetium PSMA and stereotactic body radiation therapy (SBRT) generating significant discussion with 360 HCPs posting 1147 times over the last 12 months. HCPs highlight the potential of these therapies in improving patient outcomes while reducing treatment burdens:

Dr Ürün has drawn attention to the evolving landscape of localised prostate cancer treatments, emphasising that emerging approaches such as SBRT and single-shot radiotherapy are demonstrating similar efficacy to conventional methods while offering a more patient-friendly experience. This potential for reduced treatment burdens is reshaping clinical discussions, as highlighted by Dr Yekedüz’s post, which emphasised ‘the patient-friendly experience’.

This sentiment underscores the need for a re-evaluation of standard care protocols and presents an opportunity for healthcare organisations to align their strategies with emerging clinical preferences.

The future of prostate cancer care: AI, imaging, and precision medicine

The convergence of AI-driven technologies and personalised medicine is shaping the future of prostate cancer management. Indeed, 539 HCPs discussed AI initiatives.

Urologist Giovanni Caccimani posted 16 times about the importance of incorporating AI-related topics such as imaging, interpretation, and biopsy.

Meanwhile, advancements in imaging techniques continue to enhance diagnostic accuracy; for example, the post by Dr Weiner (below) was reposted by 26 HCPs. HCPs are focusing on the role of imaging-based strategies, particularly PSMA PET scans, in refining treatment plans for localised and metastatic prostate cancer. Indeed, this topic was covered by 725 HCPs creating 3403 posts during 2024. These imaging innovations complement AI applications, further improving the precision of oncological interventions, as per the posts from Drs Agarwal and Dr Ürün indicate.

Incorporating genetic evaluations alongside these AI-driven insights is also gaining traction. The integration of genetic stratification tools is proving instrumental in risk assessment, allowing for highly personalised treatment strategies. As more HCPs advocate for broader AI use cases that will aid adoption in the longer term, overcoming barriers related to regulatory approvals and clinician training will be key to unlocking the full potential of AI and precision medicine in prostate cancer treatment.

Personalised medicine continues to be a major focus in prostate cancer management, with some mentions of genetic evaluations playing an increasingly relevant role. As Dr Ürün’s post below indicates, there is still some lack of consensus. HCPs acknowledge the potential of genetic insights in tailoring treatment strategies to the unique needs of an individual:

Genetic evaluation is emerging as a critical tool in high-risk localised prostate cancer treatment, with experts such as Dr Ürün (above) advocating for wider integration of genetic insights to personalise and optimise therapy strategies. Despite challenges in adoption, this approach could hold early, yet significant, future promise for improving patient outcomes. A total of 252 HCPs sighted genetic insights generating 492 mentions.

Understanding the barriers to adoption—ranging from regulatory constraints to clinician education gaps—offers a strategic opportunity for stakeholders in the precision medicine space. We can help truly understand the nuances of this online conversation among HCPs, by deploying our deep social listening capabilities which enables our clients to meaningfully engage Digital Opinion Leaders.  

Experts like Dr Loeb are underscoring the transformative role of AI in oncology, particularly in prostate cancer management. AI-driven tumour assessments are enhancing diagnostic precision and aiding in more effective treatment planning, representing a crucial development in personalised medicine.

These insights illustrate the growing role of AI in precision oncology and highlight an area of strategic importance for medical device companies and research institutions.

Insights from long-term studies and clinical trials

HCPs are keen to discuss long-term studies and clinical trials are shedding light on the efficacy of various treatments for localised prostate cancer. From SBRT to proton therapy, these investigations provide valuable insights into treatment outcomes, quality of life, and disease-specific mortality, guiding future therapeutic approaches. As exemplified by Dr. Shahin’s post.

What this means for the industry

The ability to harness deep social listening to understand and anticipate shifts in HCP sentiment is a competitive advantage. CREATION.co’s unique methodology provides real-time, data-driven insights that:

  • Identify emerging treatment trends before they become standard practice.
  • Highlight barriers and enablers in the adoption of new therapies.
  • Inform tailored engagement strategies for pharmaceutical and healthcare organisations.

By integrating these insights into decision-making, stakeholders can stay ahead of the curve, ensuring that their strategies align with the evolving needs and preferences of the HCP community. As prostate cancer treatment continues to advance, the ability to listen deeply and act strategically will define the next era of oncology innovation.

Unlock innovation with CREATION.co’s expertise

At CREATION.co, we create insights that inspire innovation. Through our proprietary deep social listening tool, CREATION Pinpoint, with access to a verified network of over 3 million HCPs, we provide unmatched intelligence on the digital conversations shaping the future of healthcare. Our long-standing experience in strategic consulting has helped leading pharmaceutical companies engage with Digital Opinion Leaders and refine their approach to HCP engagement.

If your organisation is looking to lead in prostate cancer treatment innovation, partner with CREATION.co today. Leverage our deep social listening expertise to uncover actionable insights, engage with the right HCPs, and make strategic decisions that define the future of care.

 

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Meet the Author

Bernard Groen

Bernard has worked in the NHS for nearly 15 years, culminating in a national role as Head of Data Management at NHS England/HEE. Additionally, Bernard worked at Accenture as Consulting Manager leading several large projects across a variety of public sector organisations. Bernard holds a doctoral degree and is a visiting research fellow at Durham University, and an associate professorship at UNICAF University.

Bernard loves spending time outdoors with family hiking, or on a road bike - going fast!

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