TheAmerican Society of Oncologists (ASCO) annual meetingisa majorfixture in theglobal oncologycalendaraimed atoncology professionals, patient advocates, industry representatives, and major media outlets worldwide.
Last year, following the ASCO 2019 annual meeting, we combined social media listening technology with traditional market research analysis to gain an overview of the most impactful messages coming from the event.The results of the analysis can be found in thisebook. In this post we explore the social media insights gained from our analysis of the conversations happening around the first virtual ASCO.
The title for this year’s event is year’s event isUnite & Conquer:AcceleratingProgress Togetherand the program hasbeen dividedinto two partsfor the first time;the scientific program andsubsequentlythe education program.Part onetook place at the end of May, andpart two is taking place8-10 August.
The conversations takingplaceonlinebetween industry representatives, HCPs, and patient advocates during and following the eventprovide an indication of the issues, therapeutic areas, and developments at the forefront of the healthcare industry.
Social Media Insights from ASCO 20 Virtual
Weanalyzedthesocial mediaconversationssurroundingpart one of the virtualASCO2020.Below are several key takeaways.
Share of voice – Cancer Types
28% - Lung cancer
21% - Breast cancer
9% Colorectal cancer
Share of voice – Products Mentioned amongst HCPs
We analyzed the mentions from a total of 1834 HCPs between May 28th - June 7th 2020. KEYTRUDA was the most mentioned product surrounding the digital event with 19% of the share of voice. OPDIVO was second with 14%, YERVOY, TECENTRIQ, and TAGRISSO all at 11%.
Types of users
The types of users posting about ASCO on Twitter were mostly HCPs (68%), followed by organisations (29%). Only 3% of the posts were from pharmaceutical companies.
Company activity by volume of posts
The top 15 companies by activity were mostly big pharma companies with the notable exception of Natera oncology, a tech company that presented its product signatera, a tumor test detecting recurrence using circulating-tumor DNA (ctDNA).
Comparing online conversations around ASCO 2019 to ASCO 2020
While there are fewer mentions around part one of the 2020 event when compared to the physical event in 2019, we see from the social media insights analyzed that prescribers are attending the virtual ASCO conference and that they are ready to hear from industry actors.
The total number of mentions related to ASCO 2020 was significantly down when compared to the 2019 edition. When considering this decrease in conversation, we mustconsiderthat the event isshorter andsplit into two programsthis year.
Organizations in particular(hospitals, associations, online journals & magazines) participated significantly less in conversations surrounding ASCO 20 with a 29% decrease when compared to last year.
The volume of mentions from HCPs was slightly down year on year but HCPs continued to expect and discuss new information from the event.
The volume of mentions from pharma companieswas down going from 1253 in 2019 to 775 in 2020, a decrease of 38%.