HCPs 72 hours ahead of mainstream media in breaking news of shingle vaccine’s dementia effects

Online healthcare professionals were more than 72 hours ahead of mainstream media in sharing the news of a seismic study linking Shingrix, a shingles vaccine, to the delayed onset of dementia in patients.

That is according to new investigative research by Creation Healthcare, who analysed the social media conversations of healthcare professionals discussing shingles vaccines immediately after the news broke in major media outlets on Thursday afternoon, 25th July.

Their study found that healthcare professionals were already actively discussing and sharing the findings of the study three days earlier, on July 22nd. The first to do so was American cardiologist Eric Topol, who shared to his near-seven hundred thousand followers a selection of quotes and specific data from the nature.com article that originally revealed the outcome of the study.

The study’s data revealed that receiving the Shingrix vaccine is associated with an extension of the dementia diagnosis-free period in patients subsequently affected with the disease, totalling 164 additional days - or nearly six months.

Topol’s post attracted significant attention online, garnering more than 2,800 likes, reposts and comments.

Shortly afterwards, another HCP, consultant gastroenterologist Charlie Lees, shared a similar post online acknowledging the study’s findings - which he labeled an “amazing observation”. 

In the post, Lees offered some guidance for patients with irritable bowel disease (IBD) wanting to protect against both dementia and shingles, calling for further research into the relationship between all three “as a priority.”

While drawing less interaction online, Lees’ post did attract some attention. Combined likes, comments and shares exceeded one hundred. 

Both posts also drew the engagement of fellow healthcare professionals. In fact, according to Creation Healthcare’s investigation, a total of 54 HCPs shared the posts to their networks in the 48 hours that followed.

It was not until three days later, on July 25th at 4pm, that the news began to break in the mainstream media. In fact, both Topol and Lees’ commentary came more than 72 hours before key outlets, including The Times, The Independent, The Guardian, the BBC, Sky News and the Financial Times broke the news.

Creation Healthcare’s comparison of HCP social media activity in the hours following the news being shared online versus in the mainstream media found that HCPs were significantly more active in conversations during and in the hours immediately after July 22. Discussion on and after July 25 was more limited, during which HCPs tended to engage with scientific accounts including Oxford Psychiatry and MedScape.

Commenting on the research, Creation Healthcare’s CEO, Daniel Ghinn, said:

"The fact that healthcare professionals on social media were sharing this news so far ahead of the mainstream media is a fascinating example of how much value health experts place on social media use. Not only does it show that HCPs trust these platforms for rapid information exchange and staying updated with the latest research, it also indicates a new and growing online audience who are turning to social media for the biggest healthcare news, advice and guidance.

It also encourages an emphasis on the importance of paying adequate attention to these conversations. Social media listening can keep healthcare professionals, patients, pharmaceutical companies and health stakeholders ahead of the curve, ensuring they remain aware of, informed and responsive to the most significant healthcare developments as they occur.”