Revealing ASCO's social DNA

Revealing healthcare’s social DNA

ASCO Convosphere: a novel approach benchmarking social media use at medical conferences

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ASCO 2016 featured 91k tweets by 24k participants

Source: merakoi database,Tweets sent with #ASCO16 hashtag or variations of it: 2013.2016Size of bubble= tweets emitted by twitter handle

HCP

Media

Advocacy

ePatient

Industry

Payor

General Public

Services

Nulls& low qual

Tweets by account ASCO 2016

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ASCO 2014 vs 2016: Total number of HCP participants and tweets grows, but so does the participation of low quality accounts

Source: Tweets sent with #ASCO16 hashtag or variations of it: May 23rd - June 13th 2016Size of bubble= tweets emitted by twitter handle

ASCO 2014Total= 55k tweets from 12.5k accounts

ASCO 2016Total= 91k tweets from 24k accounts

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ASCO 2014 vs 2016: Total number of HCP participants and tweets grows, but so does the participation of low quality accounts

Source: Tweets sent with #ASCO16 hashtag or variations of it: May 23rd - June 13th 2016Size of bubble= retweets received by twitter handle

ASCO 2014Total= 27k retweets from 9k accounts

ASCO 2016Total= 57 retweets from 20k accounts

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ASCO 2013-2016: The original conversation remains stable, but retweets (or the echo) grows

RetweetsOriginal Tweets

Source: merakoi database,Tweets sent with #ASCO16 hashtag or variations of it: 2013.2016

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HCP tweets at ASCO retweeted most and by all other segments

RTs emitted or received by segment during ASCO 2016

RTs emitted by HCPs

RTs received by HCPs

Indu

stry

RTs

Null RTs

Advo

cacy

RTs

Services RTs

Media RTsEpatient RTs

Source: merakoi database,Tweets sent with #ASCO16 hashtag or variations of it: 2013.2016

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However, industry tweets come in 2nd in terms of number of RTs received RTs emitted or received by segment during ASCO 2016

HCP RTs

RTs

rece

ived

Null RTs

Advo

cacy

RTs

Services RTs

Media RTsEpatient RTs

RTs em

itted

Fake engagement from click farming accounts on promoted pharma tweets

Source: merakoi database,Tweets sent with #ASCO16 hashtag or variations of it: 2013.2016

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ASCO tweet growth partly driven by promoted retweets which cluttering meaningful conversation and other stakeholder voices

Source: merakoi database,Tweets sent with #ASCO16 hashtag or variations of it: 2013.2016

RTs emitted or received by segment during ASCO 2014

RTs emitted or received by segment during ASCO 2016

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And creating backlash with the community’s key influencers

Source: Tweets sent with #ASCO16 hashtag or variations of it: May 23rd - June 13th 2016