The European Society for Medical Oncology (ESMO) is a leading point of reference for oncology physicians and patients. Trusted by oncology stakeholders around the globe, its yearly congress, where discussions around the latest cancer treatments take place, is amongst the most influential, along with AACR and ASCO.
ESMO disseminates knowledge on the latest oncology advancements, which can shift the treatment paradigm for cancer patients and shape future research.
ESMO annual meeting and Twitter
We know it has already been almost a decade since medical conference organizers and attendees have been using Twitter to share breakthrough research findings. Thus, monitoring online activity regarding conferences is critical for pharma companies. The more prominent the event, the bigger its impact on Twitter.
LucidQuest team conducted social media analysis around the EMSO annual conference over the last three years, revealing which cancer types attracted the most attention on Twitter and spotting differences with ASCO Τwitter discussions (when / if applicable). If you are interested in more details about ASCO Twitter discussions check this article we published a few months ago.
The five most discussed types of cancer on Twitter during ESMO 2022, in descending order, are:
- Lung cancer
- Breast cancer
- Colorectal cancer
- Prostate cancer
- Bladder/Urothelial cancer
What we learned from ESMO tweets about interest in certain cancer types over the last 3 years.
It is interesting to see how the interest in those types of cancer has evolved during the last couple of years, along with the trials that attracted the most attention.
Cancer types that attracted interest in 2020
Cancer types that attracted interest in 2021
Figure 2: ESMO 2021 BC and LC activity was half of the total activity, followed again by PC and CRC discussions; once more, most involved mentions to I/O agents and CAR T therapies.
Cancer types that attracted interest in 2022
- Lung cancer remains one of the most popular cancer types in online discussions.
On top of discussions in 2020 and 2022, lung cancer dropped to second place in 2021. However, we see a decreased relative activity in 2022 vs. 2020. Research and trials show that researchers, physicians, and patients are highly interested. (ADAURA, CodeBreaK200, IFCT1701, POSEIDON, IPSOS, etc.)
- Breast cancer has increased significantly in 2021 but returned to previous levels in 2022 (in contrast to ASCO-related social media activity).
Research and treatment advances confirm this interest, especially through key studies reading out (MONARCH3, TROPICS-02, ADAPTET, DESTINYbreast04, DESTINYbreast03, KEYNOTE-522, ALTTO, etc.).
- Colorectal cancer increased by 50% of its ESMO 2021 activity during ESMO 2022.
From ranking fourth in the previous years, colorectal cancer was the third most discussed cancer type on Twitter during ESMO 2022. Recent advancements and successful trials (especially NICHE-2) justify why it gained this attention.
- Prostate cancer activity decreased significantly, landing this cancer type in fourth place.
Ongoing efforts in research and a high number of trials (PROpel, PRESTO, STAMPEDE, RADICALSHD, ARASENS, PEACE-1, REASSURE, CABASTY. RADICALS-HD, CYPIDES, etc.) have created space for online discussions on prostate cancer. However, the significant decrease in relative activity is indicative of the lack of significant results and advancements announced
- Significantly increased discussions on the bladder and urothelial cancer during ESMO 2022.
In light of high-impact research and trials (EV103, JAVELIN100, RACEIT, Checkmate-274, IMvigor130, etc.), the activity was almost doubled vs. 2021, making this the fifth most discussed cancer type, overtaking GI, despite its significant Twitter activity during ASCO.
What’s in it for pharma at Twitter discussions around medical conferences?
Missing ASCO and ESMO tweets could mean missing the most impactful advances presented at the conferences and falling behind with the latest advances in the oncology space and clinical trials across the globe.
The tweets posted by the events’ hosts, pharma brands, KOLs, attendees, and other stakeholders the days before, after, and during the event, if analysed professionally, are a valuable competitive intelligence source.
Among others, they reveal the differences and similarities across different markets, enabling proper strategy formulation per region capitalising on unmet needs, choice of the ideal timing for new product launches, and relevant social media strategy.
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