Content analysis of pancreatic cancer conversations on Twitter: What matters most to users?
11040 Background: Social media has an important role in addressing medical misinformation by connecting the global community of health care professional (HCP), cancer patients and advocates. We evaluated the content and dynamics of discussions around pancreatic cancer (PC) on Twitter to identify subtopics of greatest interest to these users. Methods: We used online analytical tool (CREATION Pinpoint) to quantify Twitter mentions (tweets and re-tweets) related to PC between 1/2018 to 12/2019. Keywords, hashtags, word combinations and phrases were used to query for PC mentions. HCP profiles were identified using machine learning and then human verified and remaining user profiles were classified as general public (GP). Data from conversations were analysed and stratified qualitatively (using e.g keywords/combinations/phrases) into 5 categories; 1) prevention (P), 2) survivorship (S), 3) treatment (T), 4) research (R), and 5) policy (Po). We analysed the impact of PC awareness month (PCAM) and celebrity PC diagnosis on the overall level of conversations. Results: Out of 1,258,028 mentions on PC, 313,668 unique mentions were classified into the 5 categories. We found that HCP discuss PC research more than the GP, while GP are more interested in treatment. PCAM did not increase mentions by HCP in any of 5 categories while GP mentions over 2 years, increased temporarily in all categories except prevention. HCP mentions did not increase with celebrity PC diagnosis. Alex Trebek’s diagnosis increased GP mentions on survivorship, while Ruth Ginsburg’s diagnosis increased conversations on treatment (Table). Conclusions: Twitter mentions between HCP and GP around PC are not aligned. The HCP conversation was mainly limited to research while GP were more interested in treatment. PCAM temporarily increased GP conversations around treatment, research, survivorship and policy but not prevention. Future studies should address which factors determine how celebrity diagnoses drive conversations. [Table: see text]