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Social Media
 Research:
 Partnering
    with
 Academia



 Kevin A. Clauson, PharmD
Objectives

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

2. Describe how social media ...
J Automat Chem 1983;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?

 Perception
    Pace
   Policy
  Nature 1982;297(5868):617.
    SRA J 1990...
Ivory tower
J Anim Sci 1995;73(8):2483-92.
By any means necessary



                         Sci Transl Med 2010;2(35):35cm17.
                         Adv Wound Ca...
You know you‟re not the first.   But do you really care?
Absinthe
                      Lessons from




J R Coll Physicians Edinb 2009;39(1):73-8.
Crit Rev Food Sci Nutr 2006;46(...
“If I have an interest in a
company, I want that
company to succeed, and that
company is interested in me
because of my ob...
Pace of Academia
Pace of Industry
Hollander: No doubt
   you've discovered that
   loyalty is no longer the
   currency of the realm.
   Knightley: Then wha...
Policy,
 mission,
and ethics




             Med Educ Online 2010;15.
      Monash Bioeth Rev 2009;28(4):32:1-15.
    www...
Classifications of
Social Media Research
Observational studies
(monitoring) social media
Datamining and content analysis

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

              Ph...
Tweet Analysis
      of
 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 Inf...
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)...
Recruiters who rejected job candidates
           based upon online info vs. consumers who
             thought online inf...
Interventional (targeted) studies
The 12 Clusters of mHealth




        mHealth Initiative – Peter Waegemann
             http://slidesha.re/956kPg
Medication adherence reminders
Future social media research applications
Lead time of epidemic in „friend‟ group was
 13.9 days before random group detected
                                  PLoS...
Elicit opinions on
sensitive topics
Data Mining

   Scraping social media sites to find and
    aggregate information on individuals

Results used to infer be...
Full integration
 of social media
 tools, wearable
  sensors, and
wireless monitors
coordinated by a
  mobile device
JAMA 2010;303(4):311-3.
    Social Media Research




So easy that even a caveman can do it
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 ePatients
                                  the next
                               generation of
                    ...
Crowd sourcing vs. crowd behavior




           IEEE International CCA 2007;658-663.
Identifying and overcoming hurdles




             Psych News 2010;45(11):5.
“That it will ever
                   come into general
                   use…is extremely
                   doubtful”
 ...
There are ALWAYS surprises in research
What about
the Dunbar
 Number?
   What about the Dunbar
         Number?




        Behavioral and Brain Sciences 1993; 1...
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 Ma...
Even if you don‟t participate there may
   be consequences for your brand




           Journal of Internet Commerce 2009...
Web-based method to mine patient
 views on antidepressant effects




       J Affect Disord 2010 Aug 10. [Epub ahead of p...
Social media to detect atypical events
Summary Points
• It is early days for partnered research with
  medically-focused social media

• Academia and industry ca...
Images
•   http://www.flickr.com/photos/mikecattell/3915673063/



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



• ...
www.unhub.com/kevinclauson
Social Media Research: Partnering with Academia
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Social Media Research: Partnering with Academia

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

Published in: Health & Medicine

Social Media Research: Partnering with Academia

  1. 1. Social Media Research: Partnering with Academia Kevin A. Clauson, PharmD
  2. 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. 3. J Automat Chem 1983;5(4):174-81.
  4. 4. Research is like eating marshmallows J Pers Soc Psychol 1988;54(4):687-96.
  5. 5. The idea of partnered research can seem alien to both parties
  6. 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. 7. Ivory tower
  8. 8. J Anim Sci 1995;73(8):2483-92.
  9. 9. By any means necessary Sci Transl Med 2010;2(35):35cm17. Adv Wound Care 1999;12(5):231-2.
  10. 10. You know you‟re not the first. But do you really care?
  11. 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. 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. 13. Pace of Academia
  14. 14. Pace of Industry
  15. 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. 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. 17. Classifications of Social Media Research
  18. 18. Observational studies (monitoring) social media
  19. 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. 20. Tweet Analysis of Antibiotics & Am J Infect Control 2010;38(3):182-8.
  21. 21. Disclosure of personal health information by patients with multiple sclerosis on YouTube Stud Health Technol Inform 2009;150:292-6.
  22. 22. Int J Med Inform 2009;78(10):645-55.
  23. 23. Study of 299 pharmacy students use and attitudes about Facebook
  24. 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. 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. 26. Interventional (targeted) studies
  27. 27. The 12 Clusters of mHealth mHealth Initiative – Peter Waegemann http://slidesha.re/956kPg
  28. 28. Medication adherence reminders
  29. 29. Future social media research applications
  30. 30. Lead time of epidemic in „friend‟ group was 13.9 days before random group detected PLoS ONE 5(9): e12948.
  31. 31. Elicit opinions on sensitive topics
  32. 32. 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
  33. 33. Full integration of social media tools, wearable sensors, and wireless monitors coordinated by a mobile device
  34. 34. JAMA 2010;303(4):311-3. Social Media Research So easy that even a caveman can do it
  35. 35. How do you find academic partners?
  36. 36. Standing on the shoulders of giants
  37. 37. Look for who has published on the topic
  38. 38. Informatics Nexus Centers of Excellence Collaborating Centres University Degree Programs
  39. 39. Human-Computer Interface
  40. 40. Good new fashioned networking (sometimes the old fashioned kind works even better)
  41. 41. Be flexible in designing strategies
  42. 42. ePatients can share what they think about their medications
  43. 43. Are ePatients the next generation of (virtual) CBOs? www.epatientrecruitment.org
  44. 44. Crowd sourcing vs. crowd behavior IEEE International CCA 2007;658-663.
  45. 45. Identifying and overcoming hurdles Psych News 2010;45(11):5.
  46. 46. “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.
  47. 47. There are ALWAYS surprises in research
  48. 48. What about the Dunbar Number? What about the Dunbar Number? Behavioral and Brain Sciences 1993; 16 (4):681-735.
  49. 49. Warning signs about privacy
  50. 50. Privacy &
  51. 51. Thank You Faceboo Places!
  52. 52. Have realistic expectations… no one is a superhero
  53. 53. The changing nature of mobile mediated social interactions
  54. 54. Is this the best agent to provide protection?
  55. 55. Am J Health Syst Pharm 2010;67(15):1290-3.
  56. 56. Pharmacovigilance 2.0 Journal of Medical Marketing 2008;8:311-8. Journal of Direct, Data and Digital Marketing Practice 2008;9:231-44.
  57. 57. Even if you don‟t participate there may be consequences for your brand Journal of Internet Commerce 2009;8(1/2):58-69.
  58. 58. Web-based method to mine patient views on antidepressant effects J Affect Disord 2010 Aug 10. [Epub ahead of print]
  59. 59. Social media to detect atypical events
  60. 60. 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
  61. 61. 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
  62. 62. www.unhub.com/kevinclauson

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