This presentation is from the Digital Pharm East conference in Philadelphia in 2010.

1. Social Media
Research:
Partnering
with
Academia
Kevin A. Clauson, PharmD

2. Objectives
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

3. J Automat Chem 1983;5(4):174-81.

4. Research is like eating marshmallows
J Pers Soc Psychol 1988;54(4):687-96.

5. The idea of partnered research
can seem alien to both parties

6. How do
academia and
industry see
each other?
Perception
Pace
Policy
Nature 1982;297(5868):617.
SRA J 1990;22(1):23-7.

7. Ivory tower

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

9. By any means necessary
Sci Transl Med 2010;2(35):35cm17.
Adv Wound Care 1999;12(5):231-2.

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

11. Absinthe
Lessons from
J R Coll Physicians Edinb 2009;39(1):73-8.
Crit Rev Food Sci Nutr 2006;46(5):365-77.

12. “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
Nature Biotechnology 2010;28:7-8.

13. Pace of Academia

14. Pace of Industry

15. 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.

16. Policy,
mission,
and ethics
Med Educ Online 2010;15.
Monash Bioeth Rev 2009;28(4):32:1-15.
www.socialmediagovernance.com/policies.php

17. Classifications of
Social Media Research

18. Observational studies
(monitoring) social media

19. Datamining and content analysis
Physicians and Nurses
J Gen Intern Med 2008;23(10):1642-6.
Pharmacists
Am J Health-Syst Pharm 2010;67(23).

20. Tweet Analysis
of
Antibiotics &
Am J Infect Control 2010;38(3):182-8.

21. Disclosure of personal health
information by patients with
multiple sclerosis on YouTube
Stud Health Technol Inform 2009;150:292-6.

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

23. Study of 299 pharmacy students
use and attitudes about Facebook

24. 57% said it was
not fair for
employers to use
content found
on Facebook
about them
Am J Pharm Educ 2009;73(6):104.

25. Recruiters who rejected job candidates
based upon online info vs. consumers who
thought online info affected job search
70%
41%
Recruiters Consumers
16%
13% 14%
9% 10%
7%
US UK German French
Source: Online Reputation study (for Data Privacy Day) 2010

26. Interventional (targeted) studies

27. The 12 Clusters of mHealth
mHealth Initiative – Peter Waegemann
http://slidesha.re/956kPg

28. Medication adherence reminders

29. Future social media research applications

30. Lead time of epidemic in „friend‟ group was
13.9 days before random group detected
PLoS ONE 5(9): e12948.

31. Elicit opinions on
sensitive topics

33. 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

34. Full integration
of social media
tools, wearable
sensors, and
wireless monitors
coordinated by a
mobile device

35. JAMA 2010;303(4):311-3.
Social Media Research
So easy that even a caveman can do it

36. How do you find academic partners?

37. Standing on the shoulders of giants

38. Look for who has published on the topic

39. Informatics Nexus
Centers of Excellence
Collaborating Centres
University Degree Programs

40. Human-Computer Interface

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

42. Be flexible in designing strategies

43. ePatients can share what they
think about their medications

44. Are ePatients
the next
generation of
(virtual) CBOs?
www.epatientrecruitment.org

45. Crowd sourcing vs. crowd behavior
IEEE International CCA 2007;658-663.

46. Identifying and overcoming hurdles
Psych News 2010;45(11):5.

47. “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.

48. There are ALWAYS surprises in research

49. What about
the Dunbar
Number?
What about the Dunbar
Number?
Behavioral and Brain Sciences 1993; 16 (4):681-735.

50. Warning signs about privacy

51. Privacy &

53. Thank You Faceboo Places!

55. Have realistic
expectations…
no one is a
superhero

56. The changing nature of mobile
mediated social interactions

57. Is this the best agent to provide protection?

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

59. Pharmacovigilance 2.0
Journal of Medical Marketing 2008;8:311-8.
Journal of Direct, Data and Digital Marketing Practice 2008;9:231-44.

60. Even if you don‟t participate there may
be consequences for your brand
Journal of Internet Commerce 2009;8(1/2):58-69.

61. Web-based method to mine patient
views on antidepressant effects
J Affect Disord 2010 Aug 10. [Epub ahead of print]

62. Social media to detect atypical events

63. 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

64. 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

65. www.unhub.com/kevinclauson