Using Social Media as a Tool    for Clinical Research       A Cautionary Tale              Social Media Marketing and Comm...
Using Social Media as a Tool    for Clinical Research
Using Social Media as a Tool    for Clinical Research
Public Health Surveillance of                        Dental Pain via Twitter*Using Social Media for Research and Public He...
Using Social Media as a Tool    for Clinical Research
Using Social Media as a Tool            for Clinical Research• Recently published data indicates an alarming increase  in ...
2500Total “buzz” volume (top)vs.                                        2000Index of mentions: totalnumber of blog posts  ...
Total “buzz” volume (top)vs.Index of mentions: totalnumber of blog postsMarch 18- April 17, 2012Adderall® shown in blue in...
Adderall® Total Buzz February 17- April 16, 201230002500200015001000 500   0          Tweet Volume   Facebook Posts   Goog...
OxyContin® Total Buzz, Feb. 18- April 15, 201250045040035030025020015010050  0        Tweet Volume   Facebook Posts   Goog...
Overall Observations• Worthwhile exercise, SM can be valuable tool, just not  sure how best to use it.• No evidence of the...
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

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Using Social Media as a Tool for Clinical Research: A Cautionary Tale

  1. 1. Using Social Media as a Tool for Clinical Research A Cautionary Tale Social Media Marketing and Communications CM210-01, Spring 2012 Catherine B Kemp
  2. 2. Using Social Media as a Tool for Clinical Research
  3. 3. Using Social Media as a Tool for Clinical Research
  4. 4. 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
  5. 5. Using Social Media as a Tool for Clinical Research
  6. 6. Using Social Media as a Tool for 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®.
  7. 7. 2500Total “buzz” volume (top)vs. 2000Index of mentions: totalnumber of blog posts 1500Feb 16- Mar 15, 2012 1000Adderall® shown in blue in bothgraphs:•The peak volumes coincide with 500period immediately preceding mid-term exams 0•Sharp decrease in total number ofmentions during period coincidingwith Spring BreakOxycontin® shown in orange (top) andpink (bottom).•Note large fluctuations in % of totalmentions while absolute number hasmore narrow variation•Peak volume in late Februarycoincides with increased mentions ofnew restrictions on availability of thedrug, in Canada.•Increased volume in mid Marchcoincides with increased mentions ofradio personality Rush Limbaugh andOxyContin® addiction. Sources: Top graph- actionly.com Bottom graph- icerocket.com
  8. 8. Total “buzz” volume (top)vs.Index of mentions: totalnumber of blog postsMarch 18- April 17, 2012Adderall® shown in blue in bothgraphs:•Sharp decrease in volume and index, shown as inverted peaks, coincidewith weekendsOxycontin® shown in orange (top) andpink (bottom).•Volume fairly stable over this timeperiod, low relative to the totalBlogosphere• Spike in mentions on April 5 relatedto an AP story about the increase insales of drugs containing oxycodone inthe U.S., and the second arrest offormer millionaire NFL quarterbackRyan Leaf for B&E related to hisOxyContin® addiction. Sources: Top graph- actionly.com Bottom graph- icerocket.com
  9. 9. Adderall® Total Buzz February 17- April 16, 201230002500200015001000 500 0 Tweet Volume Facebook Posts Google Plus Total Buzz
  10. 10. OxyContin® Total Buzz, Feb. 18- April 15, 201250045040035030025020015010050 0 Tweet Volume Facebook Posts Google Plus Total Buzz
  11. 11. 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

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