Using Sentiment Analysis in Pharma and Biotech

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This was my 5 minute Lightening Talk at the Sentiments Analysis Symposium in NYC, April 13th #sas10

This was my 5 minute Lightening Talk at the Sentiments Analysis Symposium in NYC, April 13th #sas10

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  • 1. Sentiment Analysis in Pharma Sally Church, Ph.D
  • 2. Understanding about how people feel about their treatment and disease is critical • PR tools give a big picture from media hits, but are less useful for more granular analysis. • Current buzz metric tools are useful for relative market share of noise, but not for deep analysis. • Traditional qualitative market research has limitations in human analysis. • Quantitative analysis for market segmentation is expensive and usually based on physician rather than patient sentiments. • Rise of science, patient bloggers and social media as an important mediums for evaluating sentiments means we need new and better tools.
  • 3. What is the basis of our approach? • The underlying philosophy of the Leximancer system is that meaning must be emergent from text and therefore not biased by external pre- definition. • This has resulted in a methodology involving identification of a Thesaurus of supporting defining terms being 'bootstrapped' to an original emergent seed-word, to form a Concept entity. • It is a fully-automated discovery process using the original text corpus.
  • 4. Analysis can be from private recorded interviews or public information on internet
  • 5. Control panels allow a deeper analytical framework to be applied by our analysts
  • 6. Using a Thesaurus of words, +ve or -ve associations can be established
  • 7. The tool groups together word associations to build a Concept Map
  • 8. You can also drill down to specifics to look at associations more carefully Unfavourable theme showing symptoms and side effects
  • 9. We are now working with Pharma clients using the tool in a number of different ways Market Research: • Qualitative interviews • Segmentation Sentiments can be: • Unmet medical needs • Therapies • Diseases PR and Advocacy: • Companies • Media Monitoring • Physicians or Patients • Issues Management • Social Media Outreach
  • 10. sally@icarusconsultants.com Icarus Consultants, Inc O: 201 204 9210 T: 201 780 2778