How to engage healthcare professionals on social mediappmapharmasummit.com/wp-content/uploads/2019/04/Daniel-Ghinn.pdfon social media 5. Deploy resources for mobile, esp. Android 8

creation.coSource: CREATION Pinpoint®

Pakistan healthcare professionals using Twitter

How to engage healthcare

professionals on social media:

A guide for pharmaceutical

companies in Pakistan

Daniel GhinnCEO & Founder, CREATION

@creationdaniel



Analysis of

>3,000online healthcare

professionalsin Pakistan

who have posted

>1.6Msocial media posts



Tracking the digital behaviours of health stakeholders for 20 years

CREATION Pinpoint® tracks billions of HCP conversations worldwide in private and public social networks, so you can discover what your customers think.

3

There are

7,046social relationships between Pakistanhealthcareprofessionalsstudied.

Physician

Nursing

Pharmacy

Allied health

Complimentary medicine

Dentistry

3 creation.coSource: CREATION Pinpoint®


Presenter

Presentation Notes

Twitter names shown for most peer-connected HCPs in Pakistan Scale of name reflects number of connections

4

Pakistan HCPs mentioned each other online

20,399times in 15 monthsJan 2018 - Mar 19

Physician

Nursing

Pharmacy

Allied health

Complimentary medicine

Dentistry

creation.coSource: CREATION Pinpoint®Pakistan healthcare professionals using Twitter

Presenter

Presentation Notes

Arrow direction shows who mentions who (points to the HCP mentioned). Arrow thickness shows how much they mention each other.

Pakistan HCPs are followed by

12,213HCP peers globally

and a total of

1,139,216Twitter accounts globally





250k 500k 750k 1M0

via Facebook

Web client

Number of tweets posted by HCPs in Pakistan, Jan 18 – Mar 19

Most HCP tweets in Pakistan are posted on Android devices



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

iPad via Facebook Web client iPhone AndroidDevices used by HCPs in Pakistan to post tweets

As iPhone use grows, web client use shrinks among HCPs in Pakistan

0 250000 500000 750000 1000000

Other

Hindi

Urdu

English 53% posts are in English

25% posts are in Urdu



250k 500k 750k 1M0

HCPs in Pakistan post mostly in English language

Why not pakistani doctors prescribe generic medications to the patients over brand-name drugs ?? Doctors commnt plz 😊😊

• 23 Mar 2019@lubna_aishaLubna burki

26 Comments 3 Retweets 64Likes

• 23 Mar 2019@Rheumatologistt

Dr Suleman KhanPrescription by generic name should be the case and is ideal but in Pakistan there is poor regulation of Pharmaceutical companies and then physicians are anxious about efficacy. However this then gives opportunity to those who have huge conflict of interest

Rheumatologist

1 Comment 7 Likes

Psychiatry only dept @AKUGlobalthat has a sign on its entrance ‘Pharma reps not allowed’. Courtesy Dr Murad. @MuradMKhan. Hopefully now most will follow suit. Thx @Ali_Madeeh for sharing. Much badness has already happened.

• 4 Nov 2018@ayesha_mian1Ayesha Mian

1 Comment 14 Retweets 32Likes

• 4 Nov 18@WaseemMalghani

Dr Waseem MalghaniNice and agreed but let me inform you public sectors hospitals are getting donations for poor patients welfare from pharma companies. Either patients (as in AKU) or goverment has to pay the bill. All doctors are not corrupt and don't prescribe with out indication

Psychiatrist and Gastroenterologist

Off-label use of #ketamine for mood disorders:

• 22 Mar 2018@MDEdgePsychMDEdgePsychiatry

2 Retweets 5Likes

• 14 Apr 2018@frontlineshrinkMuncef Ali

In Pakistan private clinicians have already started using ketamine infusions on patients with severe depression. To make more money and in the garb of rapid utility pharmaceutical industry have been procuring these kits for psychiatrists.

Psychiatrist

1 Comment 1 Retweet 4Likes

HCPs in Pakistan converse on Twitter with both peers and patients about pharmaceutical and healthcare activity.

Brand vs generic medicines Pharma activity Off label product use



Presenter

Presentation Notes

https://twitter.com/Rheumatologistt/status/1109449076544815104 https://twitter.com/WaseemMalghani/status/1059162979424448517 https://twitter.com/frontlineshrink/status/985162301253804033 other examples???: https://twitter.com/dr_imran/status/1039938469068451842 https://twitter.com/amjaffar/status/1021436985200824320

https://twitter.com/lubna_aisha/status/1109406675730087936

https://twitter.com/ayesha_mian1/status/1059123574081011713

https://twitter.com/frontlineshrink/status/985162301253804033

0 9000 18000 27000

Dawn

The Express Tribune

Times of Islamabad

Paper.li

Instagram

YouTube

Facebook

0 200 400 600 800 1000

#cancer

#diabetes

#depression

#echofirst

#cardiology

#MedEd

#mentalhealth

#ECG

#pathology

#healthMost shared source: Facebook Most used medical hashtag: #health

YouTube

Instagram

Paper.li

Times of Islamabad

The Express Tribune

Dawn

Facebook



18k 27k9k0Number of times source shared by HCPs in Pakistan Number of times hashtag used by HCPs in Pakistan

HCP online conversation in Pakistan includes health-related hashtags

Presenter

Presentation Notes

Facebook shares, whilst including health related posts, are most frequently religious and political sharing from personal Facebook accounts.

Waqas Gul, GastroenterologistMianwali, Pakistan

2,295followers

Social presence:

Topics of interest:Health systems, politics, sports

creation.coSource: CREATION Pinpoint®Pakistan healthcare professionals using Twitter

@gul5waqas

Zubair Khan, GastroenterologistMultan Medical Complex, Multan, Pakistan

1,236followers

Social presence:

Topics of interest:Medical studies, religion, justice

@drzubair9

Dr Paermin, Internist/NephrologistPakistan

993followers

Social presence:

Topics of interest:Medical information, news and awareness

@Paermin1Dr

Muhammad Babar Riaz Abidi, InternistLahore, Pakistan

574followers

Social presence:

Topics of interest:Drug prices, news, politics

@babarabidi

Pakistan online healthcare professionals

Harris H. Qureshi, UrologistSindh Institute of Urology and Transplantation, Karachi, Pakistan

1,823 Twitter followers

5,109 Instagram followers

2,014 Facebook followers



@dr_hhq

Pakistan healthcare professionals on Facebook

harris.qureshi

Doctors in Pakistan are active on various Facebook groups.

Many of these groups are not limited to HCPs in Pakistan.

Groups contain a mixture of asking for medical advice, medical training videos, medical information, medical advertising and medical job advertising.

Authors on open groups include doctors and other healthcare industry roles

0

200

400

600

800

<50 <100 <200 <500 <1,000 <2,000 <5,000 >5,000

Dr. Rashid AyoubConsultant surgeon

@imraxid

42,663followers



0

200

400

600

800

<100 <200 <500 <1,000 <2,000 <5,000 <10,000>10,000

50%of HCPs have posted

times

>200

Number of Twitter followers

Number ofHCPs in Pakistan

Number ofHCPs in Pakistan

Lifetime tweets posted

A relatively small number of individuals dominate online HCP conversation in Pakistan

In summary: opportunities for pharmaceutical companies in Pakistan

1. Be with your customers: on social media

5. Deploy resources for mobile, esp. Android

8. Use meaningful hashtags

7. Respond to customer concerns

2. Listen to customer needs

4. Collaborate with international colleagues

6. English language for reach; Urdu for focus

9. Choose the right social media channels

10. Identify the HCP ‘Digital Opinion Leaders’

3. Add value to the conversation



Q&A



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Documents

How to engage healthcare professionals on social mediappmapharmasummit.com/wp-content/uploads/2019/04/Daniel-Ghinn.pdfon social media 5. Deploy resources for mobile, esp. Android 8