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© 2024 Association of Coloproctology of Great Britain and Ireland.Aim: The evolution of the utility of medical social media and its global reach has led to a much greater speed of dissemination of medical innovation, such as transanal total mesorectal excision (TaTME). The acceptability and discussions surrounding such innovations can be followed online. Here, we sought to determine if online discussions over time could match known models of innovation evolution using the example of TaTME since its initial description in 2010. Methods: Data on using the X hashtag #TaTME were analysed using the social media analytics tool Brandwatch. Trends in mentions, impressions and reach were highlighted over 13 years (1 May 2010 to 31 July 2023). Each mention's sentiment and emotional connotations were analysed using Brandwatch's natural language processing approach. Results: We identified 18 525 mentions of #TaTME by healthcare professionals, reaching over 30.6 million X users. A Gartner's hype-cycle-like pattern was identified for mention volume and emotional connotation over time. The majority of mentions had a neutral (84%; n = 15 341) or positive connotation (15%, n = 2675). A peak of negatively connotated mentions was identified surrounding the temporary suspension of TaTME in 2019. Conclusion: This study presents a novel method of monitoring online discussions surrounding new surgical innovations by healthcare professionals based on sentiment analysis of public social media data. Mention volume and emotional connotation were the most accurate parameters closely resembling Gartner's hype cycle.
Author(s): Weltermann T, Eltyeb H, Doggett J, Brady RRW
Publication type: Article
Publication status: Published
Journal: Colorectal Disease
Year: 2024
Issue: ePub ahead of Print
Online publication date: 19/09/2024
Acceptance date: 20/08/2024
ISSN (print): 1462-8910
ISSN (electronic): 1463-1318
Publisher: John Wiley and Sons Inc
URL: https://doi.org/10.1111/codi.17173
DOI: 10.1111/codi.17173
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