W2O Group's MDigitalLife (http://mdigitallife.com/)
today announced results of a new analysis of physician behavior on the
social networking platform Twitter from January to December 2013 showing
that 20 percent of cancer-related tweets were focused on breast cancer.
This volume of conversation is almost as large as the next four
most-discussed types of cancer combined (prostate cancer, 10 percent;
lung cancer, 8 percent; skin cancer, 5 percent; colon cancer, 5 percent).
The analysis, based on MDigitalLife's database of verified U.S. doctors
and their Twitter handles, will be included as a publication-only abstract
as a part of the American Society of Clinical Oncology's (ASCO) 50th
Annual Meeting, which is taking place in Chicago from May 30 to June 3.
"Physicians' use of social media is quickly becoming mainstream, which
is a good thing because research shows that patients trust online
content from doctors more than from anyone else," said Greg Matthews,
Managing Director, MDigitalLife. "While high-profile cancers, such as
breast cancer, continue to dominate online conversations, doctors
involved in treating other types of cancer, such as multiple myeloma,
are following the lead of the breast cancer community. As a result,
physician conversations about multiple myeloma on Twitter have more than
quadrupled between 2012 and 2013."
Other key findings include:
The analysis used W2O Group's proprietary MDigitalLife database,the
world's first and only database that maps physicians' digital properties
to their official government registries. This ensures that attribution
of data (earned media and data such as Medicare billing, referral and
prescription data) is accurate. The W2O Group uses this asset to
aggregate and analyze millions of data points to understand physicians'
attitudes, behaviors and connections on any topic.
The use of social media has become an increasingly important topic among
oncologists; a 2012 paper by a working group composed of members of the
ASCO Integrated Media and Technology Committee in the Journal of
Oncology Practice offers
guidance for oncologists wishing to use new technology, encouraging
"oncology providers and institutions to learn more and engage in this
The analysis of 2013 tweets was done by Greg Matthews, Brian Reid and
Kayla Rodriguez of W2O Group and Michael Thompson, M.D., Ph.D., a
hematologist/oncologist at Aurora Cancer Care and Medical Director of
Early Cancer Research at Aurora Health Care in Wisconsin.
MDigitalLife reveals how physicians around the world are using digital
and social media to improve the health of their patients, the success of
their practice, and to regain their voice as a critical player in the
health system. Digital communication tools have become increasingly
important in the health system, yet little effort has been put
into quantifying the type and volume of online conversations.
MDigitalLife is the world's first and only database that maps
physicians' digital properties to their official government registries.
This allows the team to aggregate and analyze millions of data points to
understand physicians' attitudes and behaviors on any topic.
Additionally, MDigitalLife has incorporated physician demographic data
(e.g., medical school and graduation year) and clinical behavioral data
(referrals, prescriptions and Medicare billings).
Find more information on MDigitalLife here.
About W2O Group
Founded and led by Chairman and CEO Jim Weiss, W2O Group is an
independent network of complementary marketing, communications, research
and development firms focused on integrated business solutions to drive
change and growth through "pragmatic disruption" for the world's leading
brands and organizations. W2O Group serves clients through a network of
firms - WCG,
and W2O Ventures - through offices in San Francisco, New York, Austin,
Los Angeles, Minneapolis, Atlanta, Boston and London. For more
information on W2O, please visit www.w2ogroup.com.
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