This presentation was created for a talk for the PharmaSUG conference. It provides an overview of how artificial intelligence (AE) enables use through social listening tools to uncover and understand the patient voice.

1. O c t o b e r 1 7 , 2 0 2 1
O r g a n i z e d b y P h a r m a S U G
P r e s e n t e d b y M i c h a e l D u r w i n
Using AI to Understand the Patient Voice

2. BIOGRAPHY
Michael Durwin
Dir. of Social Intelligence & Communities,
ICON, North America

3. Sternutation =
Buzzwords/Terminology Vs. Patient Voice

4. What Does the Patient Voice Tell Us?
Newsymptoms
Side effects
Outbreaks
Diagnosis
Barriers to
treatment
Daily
challenges
Sentiment
Emotional drivers
Trends

5. How Do We Uncover the Patient Voice?
“ The practical application of digital
conversations to answer questions
and solve challenges using
qualitative data in a quantitative
mode, at scale.
”
SOCIAL
INTELLIGENCE

6. SocialListening
{ }

7. SocialListening

8. SocialListening

9. SocialListening

10. SocialListening

11. SocialListening

12. SocialListening
BEHAVIORS
BRANDS
TERMS
EMOTIONS

13. SocialListening

14. StatisticalNaturalLanguage Processing
STATISTICAL
NATURALLANGUAGE
PROCESSING
(sNLP)
• Sentiment/Passion
• Meanings
• Morphology
• Syntax
• Semantics
• Pragmatics
• Translation

15. How NLP Works

16. How NLP Works

17. How NLP Works

18. How NLP Works

19. ACCURACY
SENTIMENT
LIKES&DISLIKES
BEHAVIORS
EMOTIONS
87%
87%
91%
99%

20. How Does This Help a CRO?
Identify
Adverse
Events
Reach Patients at Various Journey
Points
Disease
Behavior Trends
Barriers to
Treatment
Sentiment
Around
Clinical Trials

21. Name:Michael Durwin
Affiliation: ICON
Contact Number: 617-840-2618
E-mail: durwinmichael@prahs.com
Website: www.iconplc.com
Twitter: @mdurwin
LinkedIn: www.linkedin.com/in/mdurwin
QUESTIONS?