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Using Social Media as a Tool for Clinical Research: A Cautionary Tale
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Using Social Media as a Tool for Clinical Research A Cautionary Tale Social Media Marketing and Communications CM210-01, Spring 2012 Catherine B Kemp
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Transcript of Using Social Media as a Tool for Clinical Research: A Cautionary Tale
Using Social Media as a Toolfor Clinical Research
A Cautionary Tale
Social Media Marketing and Communications
CM210-01, Spring 2012
Catherine B Kemp
Using Social Media as a Toolfor Clinical Research
Using Social Media as a Toolfor Clinical Research
Public Health Surveillance of Dental Pain via Twitter*
Using Social Media for Research and Public Health Surveillance J DENT RES September 2011 90: 1045-1046, first published on July 18, 2011
Using Social Media as a Toolfor Clinical Research
• Recently published data indicates an alarming increase in the number of adolescents and college students who admit to illicit or recreational use of opiate analgesics prescribed for pain and stimulant medications used to treat ADHD.
• The principle objective of this monitoring project is to explore whether or not data culled from Social Media can be a useful tool in the phenomenology research of non-medical use of certain prescription drugs-specifically the stimulant Adderall®, and the opiate analgesic OxyContin®.
Using Social Media as a Toolfor Clinical Research
Total “buzz” volume (top) vs.
Index of mentions: total number of blog postsFeb 16- Mar 15, 2012
Adderall® shown in blue in both graphs:
•The peak volumes coincide with period immediately preceding mid-term exams
•Sharp decrease in total number of mentions during period coinciding with Spring Break
Oxycontin® shown in orange (top) and pink (bottom).
•Note large fluctuations in % of total mentions while absolute number has more narrow variation
•Peak volume in late February coincides with increased mentions of new restrictions on availability of the drug, in Canada.
•Increased volume in mid March coincides with increased mentions of radio personality Rush Limbaugh and OxyContin® addiction.
Sources: Top graph- actionly.com
Bottom graph- icerocket.com
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Total “buzz” volume (top)
vs.
Index of mentions: total number of blog postsMarch 18- April 17, 2012
Adderall® shown in blue in both graphs:
•Sharp decrease in volume and index , shown as inverted peaks, coincide with weekends
Oxycontin® shown in orange (top) and pink (bottom).
•Volume fairly stable over this time period, low relative to the total Blogosphere
• Spike in mentions on April 5 related to an AP story about the increase in sales of drugs containing oxycodone in the U.S., and the second arrest of former millionaire NFL quarterback Ryan Leaf for B&E related to his OxyContin® addiction.
Sources: Top graph- actionly.com
Bottom graph- icerocket.com
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2500
3000Adderall® Total Buzz February 17- April 16, 2012
Tweet Volume Facebook Posts Google Plus Total Buzz
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OxyContin® Total Buzz, Feb. 18- April 15, 2012
Tweet Volume Facebook Posts Google Plus Total Buzz
Overall Observations• Worthwhile exercise, SM can be valuable tool, just not
sure how best to use it.
• No evidence of these social media channels being used to buy or sell either of drugs in any significant way
• Privacy concerns
• Protocol and ethics review
• Interpreting data gathered without context
• Adapting research methodology to social media context
• Evolving methodology and discipline
• Validating data gathered
