Discover what healthcare professionals think in Pakistan: analysis of >3,000 healthcare professionals who use public social media in Pakistan, showing how they are networked together, key channels and topics they discuss. Produced by CREATION for Daniel Ghinn's talk at 4th Pakistan Pharma Summit: Pharma in the Age of Data and Disruption, April 2019.

1. creation.co
Source: CREATION Pinpoint®
Pakistan healthcare professionals using Twitter
How to engage
healthcare
professionals on
social media:
A guide for pharmaceutical
companies in Pakistan
Daniel Ghinn
CEO & Founder, CREATION
@creationdaniel

2. creation.co
Source: CREATION Pinpoint®
Pakistan healthcare professionals using Twitter
Analysis of
>3,000
online healthcare
professionals
in Pakistan
who have posted
>1.6M
social media posts

3. 2
There are
7,046
social relationships
between Pakistan
healthcare
professionals
Physician
Nursing
Pharmacy
Allied health
Complimentary medicine
Dentistry
creation.co
Source: CREATION Pinpoint®
Pakistan healthcare professionals using Twitter

4. 3
Pakistan
HCPs
mentioned
each other
online
20,399
times in 15
months
Jan 2018 - Mar 19
Physician
Nursing
Pharmacy
Allied health
Complimentary medicine
Dentistry
creation.co
Source: CREATION Pinpoint®
Pakistan healthcare professionals using Twitter

5. Pakistan HCPs are followed by
12,213
HCP peers globally
and a total of
1,139,216
Twitter accounts globally
creation.co
Source: CREATION Pinpoint®
Pakistan healthcare professionals using Twitter

6. creation.co
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Pakistan healthcare professionals using Twitter
250k 500k 750k 1M0
via Facebook
Web client
Number of tweets posted by HCPs in Pakistan, Jan 18 – Mar 19
Most HCP tweets in Pakistan are posted onAndroid
devices

7. creation.co
Source: CREATION Pinpoint®
Pakistan healthcare professionals using Twitter
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
iPad via Facebook Web client iPhone Android
Devices used by HCPs in Pakistan to post tweets
As iPhone use grows, web client use shrinks among
HCPs in Pakistan

8. 0 250000 500000 750000 1000000
Other
Hindi
Urdu
English
53%
posts are in
English
25% posts are
in Urdu
creation.co
Source: CREATION Pinpoint®
Pakistan healthcare professionals using Twitter
250k 500k 750k 1M0
HCPs in Pakistan post mostly in English language

9. Why not pakistani doctors prescribe
generic medications to the patients over
brand-name drugs ?? Doctors commnt plz
😊
• 23 Mar 2019@lubna_aishaLubna burki
26 Comments 3 Retweets 64 Likes
• 23 Mar 2019@RheumatologisttDr Suleman Khan
Prescription by generic name should be
the case and is ideal but in Pakistan there
is poor regulation of Pharmaceutical
companies and then physicians are
anxious about efficacy. However this then
gives opportunity to those who have huge
conflict of interest 🤐
Rheumatologist
1 Comment 7 Likes
Psychiatry only dept @AKUGlobal that has
a sign on its entrance ‘Pharma reps not
allowed’. Courtesy Dr Murad.
@MuradMKhan. Hopefully now most will
follow suit. Thx @Ali_Madeeh for sharing.
Much badness has already happened.
• 4 Nov 2018@ayesha_mian1Ayesha Mian
1 Comment 14 Retweets 32 Likes
• 4 Nov 18@WaseemMalghaniDr Waseem Malghani
Nice and agreed but let me inform you
public sectors hospitals are getting
donations for poor patients welfare from
pharma companies. Either patients (as in
AKU) or goverment has to pay the bill. All
doctors are not corrupt and don't prescribe
with out indication
Psychiatrist and Gastroenterologist
Off-label use of #ketamine for mood
disorders:
• 22 Mar 2018@MDEdgePsychMDEdge Psychiatry
2 Retweets 5 Likes
• 14 Apr 2018@frontlineshrinkMuncef Ali
In Pakistan private clinicians have already
started using ketamine infusions on
patients with severe depression. To make
more money and in the garb of rapid utility
pharmaceutical industry have been
procuring these kits for psychiatrists.
Psychiatrist
1 Comment 1 Retweet 4 Likes
HCPs in Pakistan converse onTwitter with both peers and
patients about pharmaceutical and healthcare activity.
Brand vs generic medicines Pharma activity Off label product use
creation.co
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Pakistan healthcare professionals using Twitter

10. 0 9000 18000 27000
Dawn
The Express Tribune
Times of Islamabad
Paper.li
Instagram
YouTube
Facebook
0 3000 6000 9000
#Karachi
#alcoholism
#addiction
#PTI
#Pakistan
Most shared source: Facebook
Most used hashtag: #Pakistan
creation.co
Source: CREATION Pinpoint®
Pakistan healthcare professionals using Twitter
3k18k 27k 0 6k 9k9k0
Number of times source shared by HCPs in Pakistan Number of times hashtag used by HCPs in Pakistan
HCP online conversation in Pakistan includes many posts about politics and religion

11. Waqas Gul, Gastroenterologist
Mianwali, Pakistan
2,295followers
Social presence:
Topics of interest:
Health systems, politics, sports
creation.co
Source: CREATION Pinpoint®
Pakistan healthcare professionals using Twitter
@gul5waqas
Zubair Khan, Gastroenterologist
Multan MedicalComplex, Multan, Pakistan
1,236followers
Social presence:
Topics of interest:
Medical studies, religion, justice
@drzubair9
Dr Paermin, Internist/Nephrologist
Pakistan
993followers
Social presence:
Topics of interest:
Medical information, news and awareness
@Paermin1Dr
Muhammad Babar Riaz Abidi, Internist
Lahore, Pakistan
574followers
Social presence:
Topics of interest:
Drug prices, news, politics
@babarabidi
Pakistan online healthcare professionals

12. Harris H. Qureshi, Urologist
Sindh Institute of Urology and
Transplantation, Karachi, Pakistan
1,823 Twitter followers
5,109 Instagram followers
2,014 Facebook followers
creation.co
Source: CREATION Pinpoint®
Pakistan healthcare professionals using Twitter
@dr_hhq
Pakistan healthcare professionals on Facebook
harris.qureshi
Doctors in Pakistan are active on various Facebook groups.
Many of these groups are not limited to HCPs in Pakistan.
Groups contain a mixture of asking for medical advice, medical
training videos, medical information, medical advertising and
medical job advertising.
Authors on open groups include doctors and other healthcare
industry roles

13. 0
200
400
600
800
<50 <100 <200 <500 <1,000 <2,000 <5,000 >5,000
Dr. Rashid Ayoub
Consultant surgeon
@imraxid
42,663followers
creation.co
Source: CREATION Pinpoint®
Pakistan healthcare professionals using Twitter
0
200
400
600
800
<100 <200 <500 <1,000 <2,000 <5,000 <10,000>10,000
50%
of HCPs have posted
times
>200
Number of Twitter followers
Number of
HCPs in
Pakistan
Number of
HCPs in
Pakistan
Lifetime tweets posted
A relatively small number of individuals dominate online HCP conversation in Pakistan

14. In summary: opportunities for pharmaceutical companies in Pakistan
1. Be with your customers:
on social media
5. Deploy resources for
mobile use, esp. Android
8. Use meaningful
hashtags
7. Respond to customer
concerns
2. Listen to customer
needs
4. Collaborate with
international colleagues
6. English language for
reach; Urdu for focus
9. Choose the right social
media channels
10. Identify the HCP
‘Digital Opinion Leaders’
3. Add value to the
conversation
creation.co
Source: CREATION Pinpoint®
Pakistan healthcare professionals using Twitter