Case Study/

Creation Healthcare

Analyzing Online
Opinions and Influence of
Healthcare Professionals

Case Study/ Creation Healthcare

Goal
At the heart of Creation Healthcares research and strategic consultancy is the ability to analyze opinions voiced online, on
one of the most important subjects to us all our health.
Doctors, nurses, government regulators, industry and advocacy groups as well as the general public are just some of those
expressing their thoughts about health issues online.
Creation Healthcares clients are particularly interested in understanding the views and influence of healthcare professionals (HCPs)
in the frontline of healthcare, who work every day with products and treatments. Creation Healthcare helps pharmaceutical and
other healthcare companies to improve communication by engaging with these HCPs, their key stakeholders.

At a Glance/
Creation Healthcare

In 2012, Creation Healthcare was looking for a single platform to replace multiple tools currently being used for social media
monitoring and analysis. Creation Healthcares leadership team recognized a need for a service that could leverage the growing
voice of the HCPs online to:
Identify unmet client information needs such as potential issues around product safety, emerging thought leadership, disparities in
quality of care, company or treatment reputation as well as opportunities for collaboration and engagement;
Recommend strategies to clients with the aim of maximizing brand value, which could ultimately benefit patients healthcare
around the world.

Challenge
Creation Healthcare had maintained multiple subscriptions to various software tools and social media monitoring services
to stay at the forefront of health-related research.

Key
Results
Creation Healthcare is an online market research
consultancy advising the worlds largest
pharmaceutical and healthcare organizations.
Established in 1998, the company has been at the
forefront of innovation in healthcare engagement for
17 years with a global consultant team spanning
20 countries.
Creation Healthcares services include Creation
Pinpoint, the worlds most comprehensive resource
for studying the public social media behavior of
healthcare professionals and used by 60% of the
worlds largest pharmaceutical companies.
United Kingdom and New York, United States.
creationhealthcare.com

We found that each solution had strengths and weaknesses, but no single tool was ideal for the wide variety of tasks we
demanded as the number of online health conversations rapidly increased. To provide the best possible research and analysis for
clients, we needed a new method of drilling into the details of issues and particular audiences, says Daniel Ghinn, CEO and
founder Creation Healthcare.

Launched a unique service Creation

Pinpoint to analyze and distill the
views of healthcare professionals
(HCPs) on social media
Grew online market research business
from three to more than 20 brands in
only six months.
Provided a new and distilled view of
online healthcare conversation,
enabling clients to improve the quality
of treatment and health outcomes

Creation Healthcare analysts were looking for a social media monitoring platform that had the power and flexibility to take on any
research task. At the same time, it had to be intuitive, stable and reliable enough to allow for rapid project deployment with clients
themselves able to access the visual dashboards used by the analyst team. This would ensure outstanding results and integrity of
data, delivering new value to clients whilst being commercially viable for Creation Healthcare.

Solution
As the Creation Healthcare team evaluated many leading social media monitoring and analytics platforms, they focused on
several specific characteristics:
Customization: The platform had to be able to filter data extensively allowing for includes, excludes, classification, rules,
automation and associations in query results. This gave analysts license to experiment with the data to find unique ways of
answering clients business questions.
Speed: The ability to set up projects quickly and to obtain distilled data sets in near real-time was critical. This would enable
projects to be delivered in a fraction of the time it had previously taken.

Creation
Pinpoint is used by

60

of the worlds largest

pharmaceutical
companies

Ease of Use: The HCP-only data provides a unique perspective into the world of healthcare, which is then visualized on a project
dashboard. A client is also able to access these dashboards, so simplicity, ease of use, and low training requirements would be
vital for maximizing valuable time.
After careful evaluation, Creation Healthcare selected Brandwatch Analytics as the companys primary technology solution.
The Brandwatch platform allowed Creation Healthcare to launch a unique service, Creation Pinpoint.
The Brandwatch platform provides all the features that we required when we developed Creation Pinpoint: a product that is easily
customized, flexible, fast and user-friendly. We can rapidly configure and launch a project with confidence that this will give our
clients an edge in dealing with whatever emerging health issue they need investigated, says Paul Grant, Chief Innovation Officer at
Creation Healthcare.

device, yet it also limits the potential for

valuable strategic insights on reputation,
products and treatments.

Case Study/ Creation Healthcare

Brandwatch has the ability to capture

real-time and historical data, so Creation
Healthcare developed a methodology for
monitoring social media conversations in
the most compliant way for the
pharmaceutical industry.

A unique view
of physician
conversation online

By focusing on HCP conversation only,

the likelihood of reportable adverse
events is significantly reduced in
comparison to wider public conversation
analysis. This, plus the ability to look at a
historical context means that companies
can predict and manage the resource
required to process safety signals. The
Brandwatch relationship with GNIP also
gives us confidence in the historical data
retrieved through retrospective studies,
says Ghinn
In one study, Creation Healthcare identified
a training need among nurses by
analyzing their conversations in a forum.

Healthcare professionals online conversation helps pharma

organizations develop concise communication strategies.
Physician audience
needle in a haystack
In many cases, Creation Healthcares
clients seek an understanding of the
HCP voice. By integrating Brandwatch
Analytics with Creation Healthcares
proprietary global HCP social media
database, Creation Healthcares analyst
team is able to locate the exact
vocabulary used by these experts to
reveal the individual and collective views
of HCPs by location, by role type, or by
area of expertise.
New clients to Creation Healthcare may
have previously experienced poor results
with other online market research
projects, however the new service built
on Brandwatch Analytics makes it
possible for these clients to find that
proverbial needle in a haystack; a critical
insight that will make communication with
a target audience more effective.
For one client we saw needs and
concerns being raised by HCPs that
several months later also appeared in the

conversation amongst patients once they

started getting access to the drug. This
illustrates how the HCP voice can be an
early indicator of issues and the types of
conversation that are likely to emerge
among patients at a later stage. For the
client, that time of preparing messaging
can be vital in ensuring there is no mass
confusion or misunderstanding around
product characteristics, says
Daniel Ghinn, CEO and founder
Creation Healthcare.

Identifying the
changing landscape
of industry influencers
Healthcare industry leaders have long
understood the importance of the
so-called Key Opinion Leader (KOL),
based on an HCPs professional authority
and influence. In recent times, the
concept of a Digital Opinion Leader (DOL)
has emerged and is the subject of many
Creation Healthcare research studies.
Creation Healthcare is leading the
industry in determining these previously
unknown DOLs and how their opinions

are impacting other HCPs online. Using

Brandwatch Analytics, the analyst team
at Creation Healthcare is able to identify
the key people who influence the online
conversation about a product, treatment
or approach to healthcare.
Another client was developing a new
internal team and a company-wide
strategy for responding to the changing
landscape of online influence in
healthcare. We helped them hand-pick
key online opinion leaders to participate
in focus groups and advisory boards,
where they could provide direct insight
and help the pharmaceutical company
shape their own approach to appropriate
future engagement in social channels,
says Ghinn.

Ability to retrieve
historical social data
Despite the increasing volume of social
media conversations around the world,
some healthcare companies have shied
away from monitoring in real-time. This
reluctance may mitigate a sudden influx
of content, which might contain reportable
adverse events around a medicine or

Research indicated that nurses were

unsure about the administration of a
particular product, and had a number of
specific technical questions, says Ghinn.
So our client was able to provide
relevant training to nurses in the areas
where it was most needed, resulting in
better administration of the treatment,
less confusion among the patient
population, and ultimately better
health outcomes.

Summary Growing
the Business
The combination of social media
monitoring and analytics from Brandwatch,
as well as the healthcare industry's
growing understanding of the insights to
be found in social media, has brought
new business opportunities for Creation
Healthcare, growing their online market
research business from three to more
than 20 brands in only six months.
Creation Pinpoint, developed using the
Brandwatch API has enabled the
pharmaceutical and healthcare industry
to embrace HCP social media monitoring
for the brands and therapy areas in which
they are licensed to manufacture products,
changing the way the industry understands
and utilizes social data for the future.

Brandwatch and Creation

Pinpoint combine to
produce a unique and
powerful solution for
understanding healthcare
professional conversations
online. Word is spreading
fast that using Creation
Pinpoint can inform and
being made about a brand.

About/

Daniel Ghinn
CEO and founder of
Creation Healthcare

Creation Healthcare

Brandwatch

Creation Healthcare is an online

market research consultancy for the
healthcare industry, advising the
worlds largest pharmaceutical and
healthcare organizations.

Brandwatch is one of the worlds

leading social intelligence companies.
Its social media listening and analytics
technology platforms gather millions of
online conversations every day and
provides users with the tools to analyze
them, empowering brands and agencies
to make smarter, data-driven
business decisions.

Established in 1998, the company has

been at the forefront of innovation in
healthcare engagement for seventeen
years with a global consultant team
spanning 20 countries. Creation
Healthcares services include Creation
Pinpoint, the worlds most comprehensive
resource for studying the public social
media behavior of healthcare professionals
and used by 60% of the worlds largest
pharmaceutical companies.
To find out more about
Creation Pinpoint, see
creationpinpoint.com
Creation Healthcares headquarters are in
London, United Kingdom with an office in
New York, United States.
For more information, please visit

Acquiring social influencer analytics firm

PeerIndex in December 2014, Brandwatch
continues on its aggressive business
trajectory following on its most recent
round of venture funding to the tune of
$22 million. The company grew over 100%
year-on-year in 2013, has won awards for
its technology and renowned corporate
culture, and regularly wins accolades for
its impressive growth. The Brandwatch
platform is used by over 1000 brands and
agencies, including Whole Foods,
Whirlpool, Pepsico, British Airways,
Papa Johns, and Dell.
Now you know.
brandwatch.com

creationhealthcare.com

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