New research into the online conversations of breast cancer oncologists worldwide has identified the key ways in which they are leveraging social media in their professional lives.
Conducted by leading digital insights consultancy Creation Healthcare, the study analysed more than 13,789 posts by 354 individual breast cancer oncologists between 1 January and 31st December 2024.
The investigation found that these healthcare professionals used X (formerly Twitter), Instagram and TikTok in unique ways, but under three umbrella themes: to keep up with the latest developments in medical research, to network with peers and highlight professional experiences, and to share educational content with patients and the wider public.
To keep up with the latest developments in medical research
With the rapidly evolving treatment landscape, Creation Healthcare’s investigation found that breast cancer oncologists frequently used social media to engage with and share updates about the latest research, data and treatment algorithms.
The year-long study identified increased levels of conversation among these HCPs during major oncology congresses, such as the ESMO Breast Cancer congress, ASCO 2024, and the San Antonio Breast Cancer Symposium.
These congress meetings were instrumental for mass data dissemination online, the study found. Posts using congress-specific hashtags, such as #ASCO2024, were particularly common among HCPs during these events – helping them to amplify the most significant research findings.
Digital Opinion Leaders – those HCPs who influence the view and behaviours of others through their digital activity – were especially active through these events, attracting tens of thousands of views on each post. Paolo Tarantino, MD, exemplified this, attracting several thousand impressions on posts during ASCO 2024 – for example in highlighting the results of the NATALEE trial, which assessed the impact of ribociclib in patients with early-stage breast cancer.
In and among their discussions around the latest developments in research and treatment, breast cancer oncologists often included links to journals in their posts, helping their peers stay informed. In fact, the top five sites shared online by these HCPs were exclusively journals. ASCO Publications proved the most frequently amplified, followed by Nature and PubMed.
Creation Healthcare’s research also found that breast cancer oncologists frequently used their platforms to disseminate information around updated treatment algorithms. Following the San Antonio Breast Cancer Symposium, for example, Ilana Schlam, MD, shared a post with updated treatment algorithms for triple-negative breast cancer. After praising the “amazing, practice-changing data” presented at the congress, she said that she had “finally run out of space in HR+ disease” due to the extensive array of treatment options available. This post alone drew over 42,000 views and attracted significant interaction from HCP peers – several of whom praised the “great resume” and “nice summary”.
To network and post about their professional experiences
Beyond information-sharing, the research found that social media served as a professional networking tool for breast cancer oncologists. Several used these platforms to acknowledge colleagues’ contributions, highlight their own research, and engage in discussions with peers.
Jason Mouabbi, for instance, praised fellow oncologist Tess O’Meara for her “incredible presentation” on imaging in primary and metastatic breast cancers during a panel event. Other key voices in the online breast cancer conversation space, such as Sara Tolaney and Paolo Tarantino, amplified O’Meara’s post, spreading its reach among their own followers. The post received over 3,000 impressions.
Breast cancer oncologists also uploaded photos with their peers on social media, often sharing about their positive experiences. Elisa Agostinetto, for example, shared a variety of images praising the “amazing faculty and colleagues” that made up the “the #Endeavour Breast Cancer program”. Elsewhere, Dionisia Quiroga shared an image with two peers she worked with on ASCO’s Trainee & Early Career advisory group. “So excited to have these intelligent, amazing women join our group”, she wrote, tagging her colleagues. Both posts received over 4,000 views.
To share awareness and educational content with patients
Though X was the platform-of-choice among HCPs for peer-to-peer discussions, Creation Healthcare also found that other platforms, including Instagram and TikTok, were also actively used by breast cancer oncologists – particularly as a tool for patient and public engagement.
Short-form videos have emerged as a key method to educate patients and the wider public on a variety of topics, including breast cancer symptoms, early detection through mammogram screening, and prevention strategies.
On Instagram and TikTok, for example, Eleonora Teplinsky was particularly active. Teplinksy posted engaging videos, summarising research from journal articles and key findings from congresses, to make findings more accessible to patients and the wider public.
Teplinksy also posted content on breast cancer screening, for example using her TikTok platform to debunk the myth that mammograms cause breast cancer. This particular video amassed over 600,000 views – a useful window into the reach of these social media posts. Interestingly, Teplinksy also maintains a significant presence on other platforms – including X and, to a lesser extent, Bluesky.
Elsewhere, breast surgeon and oncologist Anushree Vartak used her Instagram account, ‘beingbreastaware’, to raise awareness around the disease and provide advice and guidance to patients. Through advocating for early detection, Vartak often encourages regular screening and provides tips for ‘how to prepare for screening mammography.’
Commenting on the analysis, Creation Healthcare’s CEO, Daniel Ghinn said:
“Our 12-month analysis suggests that social media continues to be a valuable tool for breast cancer oncologists. In a broad sense, it serves three key functions: disseminating medical research, facilitating professional networking, and engaging with patients through educational content.
“While X proved the go-to platform for staying-up-to-date with the latest advancements in medical research and treatment, and discussing developments with peers, TikTok and Instagram had a clear part to play in disseminating breast cancer information to the wider public – driven by a desire to improve outcomes through early detection and prevention.
“As the oncology field continues to advance, social media is likely to remain an important mechanism for knowledge-sharing, professional collaboration, and patient education, supporting both the medical community and wider public.”
About Creation Healthcare
Creation Healthcare provides insights and consulting to inform health strategy, communications, and policymaking among some of the world’s largest healthcare companies, government organisations and NGOs.
This is made possible through CREATION Pinpoint®, the world’s only AI-powered global database of more than 3 million healthcare professionals’ social media profiles, analysing the collective intelligence of almost 2 billion social media posts by professionals on the front lines of healthcare.
For further media enquiries:
William Walter, Managing Director, Bridgehead Communications
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+44 (0) 7971 441 735
