Digital insights consultancy Creation Healthcare teams up with G-Med, the largest online global physician community, to enable comparative analyses of the online conversations of millions of HCPs worldwide

Leading digital insights consultancy Creation Healthcare and G-Med, the world's largest physician-only online platform, have launched a new partnership that will enable comparative analyses of the online conversations of millions of healthcare professionals (HCPs) on social media worldwide.

Creation Healthcare’s CEO Daniel Ghinn says that the collaboration will enable a more effective understanding of what healthcare professionals “really care about”, as well as how physicians across the globe are “using social media to identify, digest and discuss evolving challenges in a variety of healthcare fields.”

In the first fruit of this partnership, the organisations have teamed up to explore how healthcare professionals (HCPs) discuss breast cancer challenges and advancements on contrasting social media platforms - open, X (formerly Twitter) and closed, G-Med.

In total, Creation Healthcare analysed over 83,000 data points from HCPs on X, while G-Med evaluated nearly 6,000 data points on their own platform, attempting to offer a comprehensive look at how healthcare professionals are discussing and disseminating the latest developments in the breast cancer space - including new treatments, access challenges, and misinformation.

Treatment access

One key theme identified in discussions on both platforms was treatment access, though each platform’s conversations revealed unique priorities. On X, Creation Healthcare found that HCPs often focused on the importance of early diagnosis - with a particular emphasis on raising awareness of symptoms as a means of supporting early detection. Conversations also spotlighted access and barriers to treatment, and the need for greater access to clinical trial data. 

On G-Med, however, the focus on treatment access was more nuanced, according to the research. Physicians more often delved into the technical barriers to treatment, particularly in underserved areas where limited resources impede access to diagnostic tools and advanced therapies, like immunotherapy. G-Med’s closed environment facilitated a deeper dive into healthcare system inefficiencies, with HCPs discussing logistical hurdles that lead to treatment delays and hinder equal access.

The research found that 22% of HCP conversations on G-Med focused on quality of life in treatment, 20% on available treatment options, and 17% on patient management, outcomes, and recurrence prevention.

Equity 

Beyond access, the research also identified HCP discussion around health equity. Once again, though, emphasis appeared to differ on closed and open platforms.

On public platforms, equity was narrowly discussed, with references appearing in just 1.25% of all posts discussing breast cancer. Within these conversations, though, there was some reference to racial and ethnic disparities in breast cancer care, with HCPs expressing concern about the implications of these for access to screening and treatment. HCPs on X focused on the broader societal and economic factors that contribute to unequal health outcomes.

While the term “equity” was not always explicitly mentioned in HCP conversations on G-Med, the study found that concerns were most often woven into broader conversations around access and treatment efficacy. Some discussion centred on the challenges associated with providing personalised care in less well-funded or underserved healthcare settings, where the availability of advanced diagnostics and treatments remain limited.

Emerging treatments

The study also found that the advent of new breast cancer treatments sparked excitement across both social media environments. There was, however, some difference in the balance between excitement and caution on both platforms.

On X, HCPs celebrated the potential of new treatments like trastuzumab deruxtecan-nxki (Enhertu) and various immunotherapies, often sharing developments widely with peers and the public to underscore their benefits. Enhertu in particular dominated mentions on X, according to Creation Healthcare, with over 1,000 HCP posts during the study period lauding its efficacy in improving patient outcomes.

On closed platforms, however, G-Med found that enthusiasm is tempered with caution in conversations, shifting towards a consideration of the practical challenges in implementing these therapies. In the study period, for example, 25% of HCP posts on G-Med expressed concern about the side effects associated with aggressive treatment regimens, as well as the accessibility of the newest treatments for those in underserved regions. 

G-Med’s data also highlighted a significant interest in personalised medicine among HCPs, including the use of PARP inhibitors for BRCA-mutated cancers and the advantages they offer in specific subtypes like triple-negative breast cancer. The press release suggested that G-Med’s closed network offers HCPs an opportunity to “come together with peers to explore in more detail the challenges accompanying the provision and effective delivery of the newest treatments in breast cancer space”.

Misinformation

There was also some reference to misinformation in online HCP conversations on X and G-Med, according to the study. 

On X, HCPs occasionally addressed common misconceptions about breast cancer, including the mistaken belief that young women are not at risk. These posts aimed to counter misinformation and educate a broader audience.

In the more controlled setting of G-Med, misinformation surfaced less frequently. Instead, discussions focused on patient education and the role of HCPs in providing accurate, evidence-based guidance. HCPs on G-Med placed a high priority on maintaining scientifically grounded dialogue.

Daniel Ghinn, CEO of Creation Healthcare, described the results of this investigation as “eye-opening”, and “testament to the value that increasing numbers of healthcare professionals are placing on social media platforms, both open and closed.”

“On public platforms, our research suggests HCPs see a space for raising awareness and engaging with a broader audience, focusing often on early diagnosis and the importance of timely access to care, as well as sharing innovations associated with better patient outcomes”, Ghinn continued.

“In contrast, closed platforms facilitate deeper, more technical discussions among professionals, where the nuances of health equity, treatment accessibility, and the balance between innovation and practicality are more thoroughly explored.”

G-Med’s CEO Ilan Ben Ezri said that G-Med’s overarching mission is to “empower physicians worldwide by providing a secure, collaborative space where over 1.5 million medical experts share quality insights and real-world expertise.”

“In today’s fast-evolving healthcare landscape, the value of an engaged community like G-Med cannot be overstated—it's through these global connections that we support improved patient outcomes and advance medical knowledge together”, Ezri added.