Diabetes influence Study

Diabetes Influence Study

Dec. 2013

Created by Appinions and inVentiv Digital + Innovation

2Copyright © 2013 Appinions & inVentiv Digital + Innovation. All rights reserved.appinions.com inventivdigital.com

In this Influence Study

The Diabetes Influence Study is part of a larger initiative in healthcare influence analysis, in which Appinions and inVentiv Digital+Innovation will provide insights to industry stakeholders on various disease states throughout the year.

Conversations around healthcare and these disease states are ubiquitous. There are many voices present, but who is truly driving the online conversations? This particular study focuses on diabetes and examines the pharmaceutical companies, organizations (government and NGOs), medical professionals, and non-medical influencers (spokespeople, celebrities, and others) that are driving influential online conversations around diabetes. This data is significant because understanding influence allows for data-driven business decisions and strategies.

Methodology

To evaluate the key online influencers in diabetes, the Appinions Data Journalism Group set up a topic based on Boolean logic to capture the online conversations involving diabetes. Influence scores in this report were obtained on December 1, 2013 and are based on data 75 days prior to that date.


Table of Contents

Diabetes Influencer Landscape

Influencer Analysis

Non-Pharma Organization Deep Dive: American Diabetes Association

Non-Pharma Organization Deep Dive: FDA

Non-Medical Influencer Deep Dive: Tom Hanks

Non-Medical Influencer Deep Dive: Dr. Joseph Mercola

Medical Prof. Deep Dive: Dr. Joel Zonszein

Medical Prof. Deep Dive: Dr. David Katz

Pharma Deep Dive: Sanofi

Pharma Deep Dive: Eli Lilly and Company

Pharma Deep Dive: Merck

Pharma Deep Dive: Novo Nordisk

Why Influence Marketing for Healthcare

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About Appinions and inVentiv Digital + Innovation

About Appinions

Appinions is an opinion-powered influence marketing platform designed to give companies the unmatched ability to identify, analyze, engage, monitor and measure influencers.

Built on more than a decade of research conducted at Cornell University, Appinions extracts and aggregates opinions from more than six million sources including blogs, social networks, forums, newspapers and magazine articles, thus providing a more complete picture of influence. Appinions helps today’s businesses insert trust into the purchase journey by converting faceless touchpoints into influential trust points™ to optimize marketing efforts.

About inVentiv Digital + Innovation

inVentiv Digital + Innovation is one of inVentiv Health’s centers of excellence, specializing in digital marketing strategy and delivery for inVentiv Health companies and their clients.

Complementing the digital expertise that already resides within inVentiv Health Communications’ agencies, inVentiv Digital + Innovation brings together pioneering digital strategy and delivery expertise with a deep understanding of the healthcare sector to provide technology-driven solutions that meet business requirements worldwide. In a fast evolving, multichannel landscape, this center acts as a connective hub for inVentiv Health’s global community of digital talent, facilitating the sharing of ideas, platforms and best practices across the health and wellness spectrum.


How Appinions Analyzes Influence

What is an Influencer?

Appinions defines an influencer as a person, brand or company that expresses a contextually relevant opinion that is meaningful enough to elicit reactions from others.

How is Influence calculated?

Appinions calculates individual influence scores based on three reaction elements:

» Influencees: The people or entities who reacted to an influencer’s opinion, weighted by their respective influence on that topic. » Publishing Sources: The credibility of the outlet where the reaction was published or consumed. » Frequency: The volume of opinions attributed to that influencer over the past 60 days. (Appinions refreshes influence scores daily to provide real-time measurement)

What is the Net Influence Score (NIS)?

Appinions calculates influence at the topic level for which a Net Influence Score is generated to understand the relative influence of various marketplace issues. The Net Influence Score of a topic represents the sum of all influencer scores in the topic.


Diabetes Influencer Landscape

How do you determine who to trust, what information is important, and who are the relevant contributors to the conversation? This section identifies the top influencers from the following four categories as they weigh in with their opinions about diabetes: non-pharma organizations (e.g., American Diabetes Association, Federal Drug Association), non-medical influencers (e.g., Tom Hanks), pharmaceutical companies (e.g., Merck, Sanofi), medical professionals (e.g., Dr. Joel Joel Zonszein).


Non-pharma organizations and non-medical influencers elicit the most reaction.

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Non-Pharma Organizations

Non-Medical Influencers Pharmaceutical Companies

Medical Professionals

Average Net Influence Score

No. of Influencers in top 40 10 9 5 16

Top 40 Influencers in Diabetes: Summary

Pharmaceutical companies’ influence comes mostly from news

related to their corporate performance.

Non-pharma organizations conduct influential research and organize

public awareness events that capture attention.


Non-Pharmaceutical Organizations dominate the top end of the diabetes influence spectrum

Top Influencers in Diabetes:

Rank 1-20

Net Influence Score

Net Influence Score

Top Influencers in Diabetes: Rank 21-40

Pharmaceutical Companies Non-Pharmaceutical Organizations Medical Professionals Non-Medical Influencers

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Leonor Guariguata Merck

Lilly Dr. Sadaf Farooqi

Dr. Matthew Hobbs Scott Wiener

Dr. Anoop Misra Dr. Robert Ratner

Dr. David Katz Sanofi

CDC World Health Organization

Health Ranger Dr. Joel Zonszein

Diabetes UK International Diabetes Federation

Dr. Joseph Mercola FDA

Tom Hanks American Diabetes Association

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Dr. Steven Safyer Walgreens

Citi Dr. Kristian Reich

Michael Hirst Dr. Ronald Tamler

MannKind Dr. Katharine Barnard

Paula Deen Alexandra Sifferlin

Joslin Diabetes Center Dr. Juliana Chan

Barbara Young Dr. Rita Kalyani

Alicia Herron Novo Nordisk

Dr. Paul Zimmet Dr. Robert Lustig

American Heart Association Dr. Matthias Tschoep


Top Influencers in Diabetes by category

Pharmaceutical Net Companies Influence ScoreSanofi 68Lilly 48Merck 48Novo Nordisk 39MannKind 30GlaxoSmithKline 22Lexicon Pharmaceuticals 22AstraZeneca 22Insulet 19Medtronic 16

Non Pharmaceutical Net Organizations Influence ScoreAmerican Diabetes Association 352FDA 169International Diabetes Federation 111Diabetes UK 90World Health Organization 73CDC 71American Heart Association 45Joslin Diabetes Center 34Citi 27Walgreen 25

Medical Net Professionals Influence ScoreDr. Joel Zonszein - Director, Clinical Diabetes Center, Montefiore Medical Center 88Dr. David Katz - Director, Prevention Research Center, Yale 62Dr. Robert Ratner - Chief Scientific and Medical Officer, American Diabetes Association 61Dr. Anoop Misra - Chairman, Fortis Centre for Diabetes 59Dr. Matthew Hobbs - Head of Research, Diabetes UK 50Dr. Sadaf Farooqi - Senior Research Associate, Cambridge University 49Leonor Guariguata - Epidemiologist, Project Coordinator, IDF Diabetes Atlas 46Dr. Matthias Tschoep - Researcher, Institute for Diabetes and Obesity, Helmholtz Zentrum 45Dr. Robert Lustig - Professor, Clinical Pediatrics, UCSF 40Dr. Paul Zimmet - Director Emeritus, Baker IDI Heart and Diabetes Institute 39

Highlighted influencers were selected for further analysis

Non-Medical Net Influencers Influence ScoreTom Hanks - Actor 265Dr. Joseph Mercola - Online Healthcare Guru 128Health Ranger - Online Healthcare Guru 86Supervisor Scott Wiener - Supervisor, San Francisco County 50Alicia Herron – Widow of Jack Lamar Roberson, shot dead by police while he overdosed on diabetes drugs 39Barbara Young - CEO, Diabetes UK 36Alexandra Sifferlin - Writer, TIME Healthland 33Paula Deen - Celebrity Chef 31Michael Hirst - President, IDF 29Michael Bloomberg - Mayor, New York City 24


Influencer Analysis

This section examines the top influencers taken from each category to determine the factors that drive change in their influence over time. For the American Diabetes Association, FDA, Tom Hanks, Dr. Joseph Mercola, Dr. Joel Zonszein, Dr. David Katz, Sanofi, Eli Lilly and Company, Merck, and Novo Nordisk, the deep dive analysis reveals their influence scores and a break down of the most influential opinions by source, which all provide a holistic look at their influence.


ADA reinforces its mission as a trusted diabetes resource

Net Influence Score

Influential Opinion Count

If left untreated, hypoglycemia can cause seizures and even death, according to the American Diabetes Association.

– Yahoo! Health

The American Diabetes Association reports that 25.8 million children and adults in the United States -- or about 8 percent of the population -- have diabetes, and the overwhelming majority has type 2 disease.

– Reuters

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Opinion Volume Influence Score

The percentage of women diagnosed with gestational diabetes is increasing in the United States and the American Diabetes Association estimates that it will occur in up to 18 percent of all pregnancies.

– FoxNews American Diabetes Association creates reports that become trusted sources of reference.

The American Diabetes Association estimates that the total national cost of diagnosed diabetes in the United States is $245 billion.

– Examiner

The data reinforces that opinion volume alone is not an indication of influence. Influence accounts for who is influenced and where the opinions are published.

Net Influence Score


If left untreated, hypoglycemia can cause seizures and even death, according to the American Diabetes Association.

– Yahoo! Health

The American Diabetes Association reports that 25.8 million children and adults in the United States -- or about 8 percent of the population -- have diabetes, and the overwhelming majority has type 2 disease.

– Reuters

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The percentage of women diagnosed with gestational diabetes is increasing in the United States and the American Diabetes Association estimates that it will occur in up to 18 percent of all pregnancies.

– FoxNews American Diabetes Association creates reports that become trusted sources of reference.

The American Diabetes Association estimates that the total national cost of diagnosed diabetes in the United States is $245 billion.

– Examiner

The data reinforces that opinion volume alone is not an indication of influence. Influence accounts for who is influenced and where the opinions are published.


FDA’s influence is driven by published research material

Net Influence Score


We were the originator of this petition and we’re thrilled the FDA is confirming that whole grains have a positive effect on people’s health and well-being and can help reduce the risk of developing type 2 diabetes.

– The Street

The U.S. Food and Drug Administration (FDA) has determined that recent data for rosiglitazone-containing drugs, such as Avandia, Avandamet, Avandaryl, and generics, do not show an increased risk of heart attack compared to the standard type 2 diabetes medicines metformin and sulfonylurea.

– FDA

FDA makes influential decisions on the health implications of various food and drugs.

Sildenafil may interact with nitrates -- found in some prescription drugs and often taken by men with diabetes, high blood pressure, high cholesterol, or heart disease -- and could lower blood pressure to dangerous levels, the FDA said.

– Reuters

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Tom Hanks had a sharp increase in influence after his announcement about diabetes

Net Influence Score

Tom Hanks, Actor

Tom Hanks says he can't gain weight for movie roles anymore because of diabetes diagnosis

- E! Online

A few days before we meet he appeared on the David Letterman Show in the US and mentioned that he has diabetes.

- The Guardian

As one of the most iconic actors, Tom Hanks is able to generate and capture a lot of attention. Can he drive a lasting impact on this issue? What might a partnership with a drug company yield?


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Opinion Volume

Influence Score

Yep, I have #2 diabetes. Type 1 is VERY SERIOUS! Type 2 I can manage with good habits. I shall! Hanx

- Twitter

Tom Hanks is unable to sustain the same level of conversation after the initial announcement, behaving as a temporal influencer.

Net Influence Score

Tom Hanks, Actor

Tom Hanks says he can't gain weight for movie roles anymore because of diabetes diagnosis

- E! Online

A few days before we meet he appeared on the David Letterman Show in the US and mentioned that he has diabetes.

- The Guardian

As one of the most iconic actors, Tom Hanks is able to generate and capture a lot of attention. Can he drive a lasting impact on this issue? What might a partnership with a drug company yield?


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Opinion Volume

Influence Score

Yep, I have #2 diabetes. Type 1 is VERY SERIOUS! Type 2 I can manage with good habits. I shall! Hanx

- Twitter

Tom Hanks is unable to sustain the same level of conversation after the initial announcement, behaving as a temporal influencer.


Influential health gurus could impact a brand

Net Influence Score

Dr. Joseph Mercola, Internet Health Guru

Two years ago, Kellogg had the gall to claim, on their web site, that “sugar does not cause obesity, type 2 diabetes, heart disease or hyperactivity.3" At the time, I commented that, was the truth to be accepted, they’d be fined for advertising fraud.

- Mercola.com

#Broccoli has been repeatedly shown to be one of nature's most valuable #health-promoting foods, capable of preventing a number of health issues, including but not limited to hypertension, allergies, diabetes, osteoarthritis and #cancer.

- Facebook

#Food Fact: Walnuts are good sources of plant-based omega-3 fats, #natural phytosterols and antioxidants that are so powerful at free-radical scavenging that researchers called them "remarkable…" They’ve also been shown to reverse brain aging in rats and boost heart health in people with diabetes.

- Facebook Dr. Joseph Mercola calls out Kellogg in his article. Dr. Joseph Mercola’s opinions are mostly about processed food, sugar, and

natural diet linked to obesity and risk of diabetes.

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InfluentialOpinion Count

Net Influence Score

Dr. Joseph Mercola, Internet Health Guru

Two years ago, Kellogg had the gall to claim, on their web site, that “sugar does not cause obesity, type 2 diabetes, heart disease or hyperactivity.3" At the time, I commented that, was the truth to be accepted, they’d be fined for advertising fraud.

- Mercola.com

#Broccoli has been repeatedly shown to be one of nature's most valuable #health-promoting foods, capable of preventing a number of health issues, including but not limited to hypertension, allergies, diabetes, osteoarthritis and #cancer.

- Facebook

#Food Fact: Walnuts are good sources of plant-based omega-3 fats, #natural phytosterols and antioxidants that are so powerful at free-radical scavenging that researchers called them "remarkable…" They’ve also been shown to reverse brain aging in rats and boost heart health in people with diabetes.

- Facebook Dr. Joseph Mercola calls out Kellogg in his article. Dr. Joseph Mercola’s opinions are mostly about processed food, sugar, and

natural diet linked to obesity and risk of diabetes.

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Influencers have the ability to increase the credibility of studies and findings

Net Influence Score

Montefiore Medical Center

Dr. Joel Zonszein’s opinions lend credibility to new studies and findings.

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“PCI [percutaneous coronary intervention] tends to fix only a little bit at a time, but people with diabetes have very diffuse disease”

- Study in the Oct 16th issue of Journal of the American Medical Association, via Businessweek

“[Insulin pill] is a much more natural physiological approach,” said Dr. Joel Zonszein, director of the Clinical Diabetes Center at Montefiore Medical Center in New York.

- Reuters

“Weight gain is very easy, but to lose weight is very difficult. This was a careful meta-analysis, and I agree with what they've found. We don't yet understand exactly how bariatric surgeries cause remission of type 2 diabetes.”

- Study published on Oct 22nd in the BMJ, via HealthDay

A hearty breakfast that includes protein and fat may actually help people with type 2 diabetes better control both their hunger and their blood sugar levels.

- Research presented at the European Association for the Study of diabetes,

via Fox

Dr. Joel Zonszein, Director, Clinical Diabetes Center,Net Influence

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Montefiore Medical Center

Dr. Joel Zonszein’s opinions lend credibility to new studies and findings.

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“PCI [percutaneous coronary intervention] tends to fix only a little bit at a time, but people with diabetes have very diffuse disease”

- Study in the Oct 16th issue of Journal of the American Medical Association, via Businessweek

“[Insulin pill] is a much more natural physiological approach,” said Dr. Joel Zonszein, director of the Clinical Diabetes Center at Montefiore Medical Center in New York.

- Reuters

“Weight gain is very easy, but to lose weight is very difficult. This was a careful meta-analysis, and I agree with what they've found. We don't yet understand exactly how bariatric surgeries cause remission of type 2 diabetes.”

- Study published on Oct 22nd in the BMJ, via HealthDay

A hearty breakfast that includes protein and fat may actually help people with type 2 diabetes better control both their hunger and their blood sugar levels.

- Research presented at the European Association for the Study of diabetes,

via Fox

Dr. Joel Zonszein, Director, Clinical Diabetes Center,


Influential doctors can fuel conversation

Net Influence Score

Dr. David Katz, Director, Prevention Research Center, Yale

With America’s growing obesity epidemic showing no signs of turning around, understanding how to prevent weight-related chronic disease, such as diabetes, hypertension and heart disease, is even more critical, especially among children, says Dr. David Katz.

- Time

Katz, author of the new book Disease-Proof, believes that following a healthful lifestyle can lower a persons risk of developing diseases such as cancer, heart disease, and diabetes by 80 percent.

- Boston Globe

I have the skills needed to reduce my lifetime risk of any major chronic disease -- heart disease, cancer, stroke, diabetes, dementia -- by 80 percent and I want to pay it forward.

- Huffington Post

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Claim that “healthful lifestyle can lower a person’s risk of cancer, heart disease, and diabetes by 80%” is driving his influence.


Net Influence Score

Dr. David Katz, Director, Prevention Research Center, Yale

With America’s growing obesity epidemic showing no signs of turning around, understanding how to prevent weight-related chronic disease, such as diabetes, hypertension and heart disease, is even more critical, especially among children, says Dr. David Katz.

- Time

Katz, author of the new book Disease-Proof, believes that following a healthful lifestyle can lower a persons risk of developing diseases such as cancer, heart disease, and diabetes by 80 percent.

- Boston Globe

I have the skills needed to reduce my lifetime risk of any major chronic disease -- heart disease, cancer, stroke, diabetes, dementia -- by 80 percent and I want to pay it forward.

- Huffington Post

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Claim that “healthful lifestyle can lower a person’s risk of cancer, heart disease, and diabetes by 80%” is driving his influence.



Sanofi’s social media efforts seem to offset the news around its negative financial performance

Net Influence Score


French drug-maker Sanofi cut its 2013 profit forecast for a second time after a sharp slowdown in China.

– Reuters

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Opinion Volume

Influence Score

Until now Sanofi looked like a lock to earn a corporate frog for their plan to sell special lunch bags for patients with diabetes.

–Forbes

RT @SanofiUS: What is #diabetes? Be aware of your risk factors (& follow @Diabetes_Sanofi!): via @CDCgov

– Twitter

RT @Diabetes_Sanofi: A glimpse of #WDD support at @SanofiUS! How are you raising awareness today?

– Twitter

Sanofi’s message of support and tips for diabetes patients resonate across social media.

Net Influence Score


French drug-maker Sanofi cut its 2013 profit forecast for a second time after a sharp slowdown in China.

– Reuters

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Influence Score

Until now Sanofi looked like a lock to earn a corporate frog for their plan to sell special lunch bags for patients with diabetes.

–Forbes

RT @SanofiUS: What is #diabetes? Be aware of your risk factors (& follow @Diabetes_Sanofi!): via @CDCgov

– Twitter

RT @Diabetes_Sanofi: A glimpse of #WDD support at @SanofiUS! How are you raising awareness today?

– Twitter

Sanofi’s message of support and tips for diabetes patients resonate across social media.


Lilly’s sponsorship of Drive to Stop Diabetes creates sporadic influence

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Boehringer Ingelheim and Eli Lilly announced results from two post-hoc, pooled analyses of data from placebo-controlled clinical trials, which examined the safety of the dipeptidyl peptidase-4 inhibitor linagliptin in adults with type 2 diabetes.

– FoxBusiness

Lilly Announces Significant Global Insulin Manufacturing Capacity Investments in Response to Growing Diabetes Epidemic

– Wall Street Journal

A major emphasis of our work is driven by the belief that people with diabetes should first be seen as individuals. It's why Lilly Diabetes is proud to support the American Diabetes Association and Drive to Stop Diabetes.

– Diabetes.org

Eli Lilly threatens Novo's popular non-insulin diabetes drug Victoza with a potential rival called dulaglutide that may be superior.

– Reuters

There is little recurring conversation around Lilly’s sponsorship after the initial announcement.

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Boehringer Ingelheim and Eli Lilly announced results from two post-hoc, pooled analyses of data from placebo-controlled clinical trials, which examined the safety of the dipeptidyl peptidase-4 inhibitor linagliptin in adults with type 2 diabetes.

– FoxBusiness

Lilly Announces Significant Global Insulin Manufacturing Capacity Investments in Response to Growing Diabetes Epidemic

– Wall Street Journal

A major emphasis of our work is driven by the belief that people with diabetes should first be seen as individuals. It's why Lilly Diabetes is proud to support the American Diabetes Association and Drive to Stop Diabetes.

– Diabetes.org

Eli Lilly threatens Novo's popular non-insulin diabetes drug Victoza with a potential rival called dulaglutide that may be superior.

– Reuters

There is little recurring conversation around Lilly’s sponsorship after the initial announcement.


Merck’s corporate strategy is its primary influence driver


Novo gets a boost during their sporadic social engagement


Why Influence Marketing in Healthcare

By identifying top influencers in the field, Appinions and inVentiv can help companies shape the tenor of conversations around healthcare and encourage positive engagement through influence marketing.


Pharma Industry has traditionally been affected by a negative perception

Copyright © 2013 Appinions. All rights reserved. Copyright © 2013 Appinions. All rights reserved.

Pharma Industry has traditionally been affected by a negative perception.

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Gallup Poll Harris Interactive

“A 5% positive corporate reputation translates into a 3 to 5% increase in market value.”

Reputation Institute

Harris Interactive Gallup Poll

Reputation Institute

“A 5% positive corporate reputation translates into

a 3 to 5% increase in market value.”


Appinions and inVentiv can help by...

Providing actionable insights

that can inform, guide and optimize marketing strategies

Analyzing your company’s influence versus

competitors and/or the marketplace

Identifying, analyzing, engaging,

monitoring, and measuring influencers

Identifying key trends and topical themes

for various disease states


Contact Us

Contact Appinions

To learn more about Appinions, contact Jason House ([email protected]) or +1-646-292-8501.

Web: www.appinions.comTwitter: @appinionsLinkedIn: www.linkedin.com/company/appinions

18 East 41st St., 2nd FloorNew York, NY 10017

Contact inVentiv Digital + Innovation

To learn more about inVentiv Digital + Innovation, contact Abdul Khimani ([email protected]) or +1-212-462-8748

Web: www.inventivdigital.comTwitter: @inVentivDigital

450 West 15th St.,New York, NY 10011

Health & Medicine

Diabetes influence Study