Creation.co, a specialist digital insights consultancy, is able to track the conversations happening on the platform, and found that less than 2% of HCPs discussing the potential paywall expressed support of the idea.
Further, posts by HCPs showed that in the immediate aftermath of the comments, the number of registrations to a rival social media platform, BlueSky, had ‘dramatically increased’. According to Creation, the general sentiment expressed by HCPs was one of resentment towards potentially losing their network of medical professionals, built up over the years of using the platform.
When asked directly about the likely impact on HCPs with the imposition of a paywall, Jamie Doggett, associate director of insight at Creation, stated: “It’s clear from Creation’s studies of the digital behaviours of HCPs that X provides a unique tool for peer collaboration, and it’s still the biggest network of millions of HCPs tracked by Creation Pinpoint. We have, however, tracked HCPs saying that they refuse to pay for X. It does seem clear that charging for X will drive away some, if not all, HCPs from the platform.”
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