Doctor Docs: HCPs on Social Media Platforms X vs. Threads
Reaching HCPs where they prefer to consume content isn’t as simple with recent changes to the social media landscape. Digital insights consultancy Creation Healthcare gathered sentiments of HCPs about changes to X (Twitter) and transferring to different platforms, like Meta’s Threads. The study found that a majority of HCPs may not be transferring from Twitter to Threads—7,997 Xs (tweets) were posted on X by HCPs discussing Meta’s Threads. Of these, an analysis of the 100 most shared posts by HCPs has revealed that 37 were negative compared to only 27 that were positive and 35 that were neutral.
Why are those HCPs skeptical? Most are concerned about the time and effort it will take to rebuild their established X follower base. This is exacerbated by the fact that Threads lacks hashtags and has an unpersonalized algorithm, which might make it harder for people interested in the same topics to build a community. Threads also seems to have a different tone than the gravitas X offers, with some calling Threads “more insta and smiley-happy” than Twitter, while others stated that they were frustrated with feeds on Threads filled with “inspirational quotes and unnaturally positive celebrities.”
HCPs are also taking to X to express regulatory and privacy concerns around Threads. A total of 76 HCP Xs claimed Meta’s censorship of free speech is worrisome and that Threads is a “privacy nightmare.” One doctor even said that Meta “bans” him anytime he says the word “cannabis.” Privacy is also a concern for HCPs wanting to keep their personal and professional lives separate. Because you need to have an Instagram account to use Threads, some HCPs are deterred from making an account altogether and wonder if it’s a suitable home for medical and scientific conversations.
Despite these concerns, some HCPs are feeling positively about Threads. HCPs are depending on developers’ promised changes to make the platform more patient focused. For example, Dr. Jen Gunter, OB/GYN posted a Thread saying, “I’ve got 10 minutes. Ask me anything!” to which 30 members of the public replied. Without the political legacy of Twitter, some HCPs see Threads as a safer place to address misinformation.
Creation Healthcare’s Data Analyst, Emily Fletcher-Louis, commented on the findings: “Our analysis suggests that the larger share of healthcare professionals on X are more negative than they are positive toward Meta’s new Threads platform. However, it’s not a uniform picture. There are significant numbers of healthcare professionals who are neutral and appear to be reserving judgment. But, it’s far too early to write Threads off. Some healthcare professionals have seen some pretty impressive engagement already. Also, the platform holds promise as a more effective way for healthcare professionals to engage directly with patients. It’s clear that there’s more to play out between Threads and its more established rival, X.”
Therapeutic Talk: Doctors’ Reactions to Recent FDA Approvals in Respiratory, Gastro, Infectious Disease, and More
Using CREATION Pinpoint, experts have analyzed online conversations on social media among HCPs to evaluate sentiment towards new pharmaceutical products. This May, 3,402 Twitter posts by 2,369 healthcare professionals, generated notable spikes in conversation surrounding the approval of the first respiratory syncytial virus (RSV) vaccine for adults aged 60 and over, the first approved oral product to treat moderately to severely active Crohn’s disease, the approval of a new treatment for hospital-acquired bacterial pneumonia, and more new therapeutics.
HCPs were particularly excited about GSK’s Arexvy, the first vaccine for older adults to prevent the lower respiratory tract disease caused by RSV. Positive posts from HCPs spoke about it as “very big news,” “incredible news,” and even a “long-sought scientific achievement.” AbbVie’s Rinvoq (upadacitinib) for Crohn’s disease was discussed even more during World IBS Day. HCPs were positive about the therapy, especially because it is the first oral application in the therapeutic area.
Genmab’s Epkinly (epcoritamab-bysp), a treatment for relapsed or refractory diffuse large B-cell lymphoma (DLBCL), was enthusiastically spoken about among HCPs, and is considered a “wonderful addition” to lymphoma treatments. The FDA also approved Entasis Therapeutics’ Xacduro (sulbactam/durlobactam), a new treatment for hospital-acquired bacterial pneumonia caused by strains of bacteria which are difficult to treat, and HCPs were eager to spread the news of the approval, sharing excitement among followers and celebrating the much-needed scientific achievement for patient treatment.
Finally, the FDA approved Lexicon Pharma’s Inpefa (sotagliflozin) for patients with heart failure or type 2 diabetes mellitus, chronic kidney disease, and other cardiovascular risk factors. HCPs shared the trial data online and expressed excitement and hope for the first dual SGLT1/2 inhibitor to be approved in heart failure. The most shared links by HCPs were for Arexvy, Rinvoq, and Inpefa.
FDA Update
Drug Approvals
The FDA approved Xdemvy (lotilaner ophthalmic solution) 0.25%, the first and only approved therapy for Demodex blepharitis, a highly prevalent eyelid disease that impacts approximately 25 million eye care patients in the U.S. Tarsus Pharmaceuticals, Inc. developed the only approved treatment to directly target Demodex mites, the root cause of Demodex blepharitis. The disease, caused by the presence of eyelash collarettes, results in ocular irritation, inflammation, and eyelash distention or loss, which some patients deal with for years.
AstraZeneca received FDA approval for Beyfortus (nirsevimab-alip), indicated for the prevention of respiratory syncytial virus (RSV) lower respiratory tract disease in neonates and infants born during or entering their first RSV season and in children up to 24 months of age who remain vulnerable to severe RSV disease through their second RSV season. While most children experience mild cold symptoms from RSV, some infants, especially with their first infection, develop lower respiratory tract disease such as pneumonia and bronchiolitis, which could lead to an ER visit.
Sohonos (palovarotene) capsules from Ipsen have been approved as a retinoid indicated for the reduction in volume of new heterotopic ossification in adults and pediatric patients aged 8 years and older for females and 10 years and older for males with fibrodysplasia ossificans progressiva (FOP). This is the first drug approved for patients with FOP.
Med Device Approvals
The FDA cleared Premia Spine’s TOPS System, a spinal implant designed to stabilize the lower spine and maintain range of motion after lumbar decompression surgery. This device, screwed in between the lumbar vertebrae, can help maintain some movements of the lumbar spine, including axial rotation, lateral bending, flexion, extension, and translation.
SKINVIVE by JUVÉDERM from Allergan Aesthetics, an AbbVie company, was approved by the FDA as a gel implant or dermal filler that is injected in specific areas of facial tissue to add definition or reduce the appearance of lines and wrinkles. The indication has been expanded to use intradermally on the face. It is the first and only hyaluronic acid (HA) intradermal microdroplet injection for skin smoothness available in the U.S.
