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At DigiPharm Europe 2010 Conference in London on 29 September, Paul Grant and Daniel Ghinn presented the highlights of a global study into reportable adverse events found online by therapeutic area, brand and territory.The research was one of the most extensive studies of its kind ever conducted, and was carried out by nine of Creation Healthcare's international team of consultants based in seven countries.The DigiPharm session included some interesting dialogue with conference participants, who shared their own experiences of adverse events monitoring. The session concluded with a challenge to pharmaceutical professionals in marketing, communications and pharmacovigilence to collaborate, using these insights to develop appropriate strategies in their own companies.
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Reportable Adverse Events on the World Wide Web
29th September 2010
Daniel Ghinn & Paul Grant
Creation Healthcare’s Global Team
Why this research?
Previous research raised new questions
Source: Listening to Consumers in a Highly Regulated EnvironmentMelissa Davies, Nielsen Online, August 2008
What’s your experience?
You asked for it
We wanted to study conversations in context
Reportable Adverse Events
We wanted to answer the questions you were asking
The big questions• What kind of social media conversations are
likely to result in reportable adverse events?• Are there variations in the prevalence of
reportable adverse events online by therapeutic area, platform, country or language?
• How can pharmaceutical companies choose the most effective digital engagement channels to suit their approach to handling reportable adverse events?
We wanted to prove or disprove this hypothesis
“In conversations on the worldwide web, the volume of reportable adverse events versus product mentions varies
by therapy area, channel, and language”
Our hypothesis:
What did we do?
Conversations with regulators in countries
Online monitoring & analysis
3 key insightswhat do they mean for you?
Image: Flickr cobalt123Source: http://www.flickr.com/photos/cobalt/247564799/
Image: Flickr cobalt123Source: http://www.flickr.com/photos/cobalt/247564799/
How muchsocial media spam?
Volume of therapy area / brand / product mentions, without spam filteringTop 10 amongst countries monitored
Creation Healthcare: Reportable Adverse Events on the World Wide Web
Unfiltered mentions
Unite
d St
ates
Brazil
Nethe
rland
s
Germ
any
Unite
d Kin
gdom
Fran
ceIta
ly
Canad
a
Czech
Rep
ublic
Spai
n0
10000
20000
30000
40000
50000
60000
70000
80000
Creation Healthcare: Reportable Adverse Events on the World Wide Web
How much spam?
% spam amongst mentions of therapy area / brand / productTop 10 countries by overall volume of mentions
Czech
Rep
ublic
Brazil
Italy
Germ
any
Nethe
rland
s
Canad
a
Unite
d Kin
gdom
Unite
d St
ates
Spai
n
Fran
ce0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
SpamNot Spam
Volume of therapy area / brand / product mentionsTop 10 countries
Creation Healthcare: Reportable Adverse Events on the World Wide Web
The true picture, spam removed
United States
France United Kingdom
Netherlands Germany Spain Canada Belgium Italy Switzerland0
1000
2000
3000
4000
5000
6000
7000
8000
Potentially reportable adverse events by
therapy area
Cardi
ovas
cula
r
Arthrit
is
Breas
t Can
cer
Menta
l Hea
lth
Osteo
poro
sis
Deep
Vein
Thro
mbo
sis
Anem
ia
Asthm
a
Type
II D
iabe
tes
Gastro
inte
stin
al0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Other MentionsSide effects
% of potentially reportable adverse events,by therapy area studied
Creation Healthcare: Reportable Adverse Events on the World Wide Web
By therapy area
26%
5%
Therapy area mention spikes caused by external factors
Creation Healthcare: Reportable Adverse Events on the World Wide Web
But there’s more to this story...
% of potentially reportable adverse events amongst mentions,by therapy area studied, after adjusting for spam and anomalies
Creation Healthcare: Reportable Adverse Events on the World Wide Web
After adjusting for anomalies
Arthrit
is
Type
II D
iabe
tes
Menta
l Hea
lth
Breas
t Can
cer
Cardi
ovas
cula
r
Deep
Vein
Thro
mbo
sis
Anaem
ia
Osteo
poro
sis
Asthm
a
Gastro
inte
stin
al0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Other mentionsSide effects
42%
14%
Potentially reportable adverse events bybrand or product
% of potentially reportable adverse events amongst mentions,by product in cardiovascular therapy area
Creation Healthcare: Reportable Adverse Events on the World Wide Web
By product - cardiovascular
Plavix Iscover Lipitor Diovan Norvasc0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Other MentionsSide effects
Platforms
Image: Flickr sheilaellenSource: http://www.flickr.com/photos/sheilaellen/111377949/
Overall % share of mentions of therapy areas, brands and products in study
Creation Healthcare: Reportable Adverse Events on the World Wide Web
Share of mentions, by platform type
Web
site
s & o
ther
stat
ic pl
atfo
rms
Messa
ge b
oard
/ fo
rum
Micro
blog
Blog
Socia
l net
work
Wik
i
Video
/pho
to sh
arin
g0%
5%
10%
15%
20%
25%
30%
35%
40%
% share of mentions by platform in cardiovascular
Creation Healthcare: Reportable Adverse Events on the World Wide Web
Share of mentions, by platform type
Twitt
er
Blogg
er
Face
book
Wor
dPre
ss.co
m
Yout
ube
LiveJ
ourn
al
Flick
r
Type
Pad
Ning
Wik
iped
ia
Myspa
ce0
100
200
300
400
500
600
700
800
Safe to Twengage?
Image: Twitter
Name?
Location?
Contact info?
What to do?
Creation Healthcare’s Discovery Methodology
It’s your strategy• What can you expect from your territory,
therapeutic area(s), or product(s) ?• Will you monitor real-time engagement?• Will you take a global view, even in country or
regional engagement?• How will you collaborate with colleagues across
marketing, communications, pharmacovigilence?• Set thresholds and make it manageable
Reportable Adverse Events on the World Wide Web• What kind of social media
conversations are likely to result in reportable adverse events?
• Are there variations in the prevalence of reportable adverse events online by therapeutic area, platform, country or language?
• How can pharmaceutical companies choose the most effective digital engagement channels to suit their approach to handling reportable adverse events?
Comprehensive 75-page report available from Creation Healthcare
http://engagementstrategy.tv
The e-journal for business leaders and communicators in healthcare
More information
London, UK90 Long Acre
London
WC2E 9RZ
United Kingdom
+44 (0)207 849 3167
london@creationhealthcare.com
Tokyo, JapanShinjuku Park Tower
30th Floor
3-7-1 Nishi-Shinjuku
Shinjuku-ku
Tokyo 163-1030
Japan
+81-3-5326-3369
tokyo@creationhealthcare.com
Daniel Ghinn daniel.ghinn@creationhealthcare.com
Paul Grant paul.grant@creationhealthcare.com
http://creationhealthcare.com
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