Sherri Matis-Mitchell*, Reed Elsevier, Phildelphia, United States Christopher Hart, Astra Zenecca, London, United Kingdom Rob Hernandez, Astra Zenecca, London, United Kingdom Track: Business Presentation Topic: Blogs, Microblogs, Twitter Presentation Type: Oral presentation Submission Type: Single Presentation Building: Sol Principe Room: A - Alhambra Date: 2014-10-09 02:50 PM – 03:45 PM Last modified: 2014-10-10

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Social media such as Twitter, Facebook, and forums and blogs created specifically for patients and healthcare professionals, generate a vast number of conversations around specific diseases, drugs, and treatments. There are many ways that social media and the output of analysis streams can benefit decision making in the drug development pipeline providing a connection to the patients, their journeys and what their provider and care givers say. Pharma and other industries have focused on brand sentiment and the support of for commercial purposes – e.g. brand sentiment, sponsored communities, cost of medicines, and patient awareness and education. The output of social media analysis could be used to supplement our understanding of disease burden, unmet medical need, willingness of patients to participate in clinical trials, strategies for expansion of market access, and potential spontaneous usage and thus be used to support development decisions.
This presentation will give a couple of real examples of how social media analytics plays a key role in different stages of the drug development process as a new and complementary source of real world evidence. There are three main objectives to investigate and evaluate the technological approaches to:
• Data acquisition including workflows
• Data structuring and vocabularies needed to support business questions
• Analytical methodologies used to mine patient-centric social media using textmining


This work will look to further establish the feasibility of online social media as a complementary or supporting source of real world evidence to add to our understanding of disease burden, unmet medical need, strategies for expansion of market, and brand insight.
We will showcase 2 or 3 real examples of how social media content was used at Astrazeneca to support project decision making, identify new directions and develop an understanding of patient, competitor and brand sentiment and insight.