Social Media Research: Partnering

with Academia

Kevin A. Clauson, PharmD

1. Explore partnering in social media research between academia and industry

2. Describe how social media research can help connect and improve healthcare

3. Investigate the emergence of the legal duty to warn and pharmacovigilance 2.0

Objectives

J A

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t C

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198

3;5

(4):

174

-81.

Research is like eating marshmallows

J Pers Soc Psychol 1988;54(4):687-96.

The idea of partnered research can seem alien to both parties

How do academia and industry see each other?

PerceptionPacePolicy

Nature 1982;297(5868):617.SRA J 1990;22(1):23-7.

Ivory tower

J Anim Sci 1995;73(8):2483-92.

By any means necessary

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Med

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17.

Ad

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9;1

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31-

2.

You know you‟re not the first. But do you really care?

Lessons from

Absinthe

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Nature Biotechnology 2010;28:7-8.

“If I have an interest in a company, I want that company to succeed, and that company is interested in me because of my objectivity and reputation and scientific integrity.

If I compromise that, I'm of no use to anybody.”

- Thomas Stossel, MD

Harvard Medical School

Pace of Academia

Pace of Industry

Hollander: No doubt you've discovered that loyalty is no longer the

currency of the realm.

Knightley: Then what is?

Hollander: I'm afraid currency is the currency of the realm.

Pirates of the Caribbean: Dead Man's Chest, 2006.

Policy, mission,

and ethics

Med Educ Online 2010;15.Monash Bioeth Rev 2009;28(4):32:1-15.

www.socialmediagovernance.com/policies.php

Classifications of Social Media Research

Observational studies(monitoring) social media

Datamining and content analysis

Physicians and NursesJ Gen Intern Med 2008;23(10):1642-6.

PharmacistsAm J Health-Syst Pharm 2010;67(23).

Tweet Analysisof

Antibiotics &

Am J Infect Control 2010;38(3):182-8.

Disclosure of personal health information by patients with

multiple sclerosis on YouTube

Stud Health Technol Inform 2009;150:292-6.

Int J Med Inform 2009;78(10):645-55.

Study of 299 pharmacy students use and attitudes about Facebook

57% said it was not fair for

employers to use content found on Facebook about them

Am J Pharm Educ 2009;73(6):104.

70%

41%

16%14%

7%9%

13%10%

US UK German French

Recruiters Consumers

Source: Online Reputation study (for Data Privacy Day) 2010

Recruiters who rejected job candidates based upon online info vs. consumers who

thought online info affected job search

Interventional (targeted) studies

The 12 Clusters of mHealth

mHealth Initiative – Peter Waegemannhttp://slidesha.re/956kPg

Medication adherence reminders

Future social media research applications

PLoS ONE 5(9): e12948.

Lead time of epidemic in „friend‟ group was 13.9 days before random group detected

Elicit opinions on sensitive topics

Data Mining

Scraping social media sites to find and aggregate information on individuals

Results used to infer behavioral patterns and impact decisions about: employment, health

insurance coverage, credit rates, etc.

Can also be used benevolently as early detection/warning system

http://mashable.com/2010/03/02/data-mining-social-media

Full integration of social media tools, wearable

sensors, and wireless monitors coordinated by a

mobile device

So easy that even a caveman can do it

Social Media Research

JA

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How do you find academic partners?

Standing on the shoulders of giants

Look for who has published on the topic

Informatics Nexus

Centers of Excellence

Collaborating Centres

University Degree Programs

Human-Computer Interface

Good new fashioned networking(sometimes the old fashioned kind works even better)

Be flexible in designing strategies

ePatients can share what they think about their medications

Are ePatientsthe next

generation of (virtual) CBOs?

www.epatientrecruitment.org

Crowd sourcing vs. crowd behavior

IEEE International CCA 2007;658-663.

Psych News 2010;45(11):5.

Identifying and overcoming hurdles

“That it will ever come into general use…is extremely doubtful”

- London Times in 1834 appraising value of stethoscope

J Healthc Inf Manag 2010;24(3):9-10.

There are ALWAYS surprises in research

What about the Dunbar Number?

What about the Dunbar Number?

Behavioral and Brain Sciences 1993; 16 (4):681-735.

Warning signs about privacy

Privacy &

Thank You Faceboo Places!

Have realistic expectations…

no one is a superhero

The changing nature of mobile mediated social interactions

Is this the best agent to provide protection?

Am J Health Syst Pharm 2010;67(15):1290-3.

Pharmacovigilance 2.0

Journal of Medical Marketing 2008;8:311-8.Journal of Direct, Data and Digital Marketing Practice 2008;9:231-44.

Even if you don‟t participate there may be consequences for your brand

Journal of Internet Commerce 2009;8(1/2):58-69.

Web-based method to mine patient views on antidepressant effects

J Affect Disord 2010 Aug 10. [Epub ahead of print]

Social media to detect atypical events

Summary Points

• It is early days for partnered research with medically-focused social media

• Academia and industry can be effective partners to conduct meaningful research

• Hurdles with social media research should be anticipated and proactively managed when possible

Images

• http://www.flickr.com/photos/mikecattell/3915673063/

• http://www.flickr.com/photos/iimaj/3522104760

• http://theandroidsite.com/wp-content/uploads/2010/08/twitter30.png

• http://www.facebook.com

• http://malefis.u-strasbg.fr/site/images/homer-brain.jpg

• http://www.twitter.com

• http://www.wordle.net/show/wrdl/2415576/Pharmacists%27_duty_to_warn_in_the_age_of_social_media

• http://www.twitter.com Unreferenced pictures are licensed images

www.unhub.com/kevinclauson