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. Using Social Media as a Tool
for Clinical Research

3. Using Social Media as a Tool
for Clinical Research

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. Using Social Media as a Tool
for Clinical Research

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. 2500
Total “buzz” volume (top)
vs. 2000
Index of mentions: total
number of blog posts 1500
Feb 16- Mar 15, 2012
1000
Adderall® shown in blue in both
graphs:
•The peak volumes coincide with 500
period immediately preceding mid-
term exams
0
•Sharp decrease in total number of
mentions during period coinciding
with Spring Break
Oxycontin® shown in orange (top) and
pink (bottom).
•Note large fluctuations in % of total
mentions while absolute number has
more narrow variation
•Peak volume in late February
coincides with increased mentions of
new restrictions on availability of the
drug, in Canada.
•Increased volume in mid March
coincides with increased mentions of
radio personality Rush Limbaugh and
OxyContin® addiction.
Sources: Top graph- actionly.com
Bottom graph- icerocket.com

8. Total “buzz” volume (top)
vs.
Index of mentions: total
number of blog posts
March 18- April 17, 2012
Adderall® shown in blue in both
graphs:
•Sharp decrease in volume and index
, shown as inverted peaks, coincide
with weekends
Oxycontin® shown in orange (top) and
pink (bottom).
•Volume fairly stable over this time
period, low relative to the total
Blogosphere
• Spike in mentions on April 5 related
to an AP story about the increase in
sales of drugs containing oxycodone in
the U.S., and the second arrest of
former millionaire NFL quarterback
Ryan Leaf for B&E related to his
OxyContin® addiction.
Sources: Top graph- actionly.com
Bottom graph- icerocket.com

9. Adderall® Total Buzz February 17- April 16, 2012
3000
2500
2000
1500
1000
500
0
Tweet Volume Facebook Posts Google Plus Total Buzz

10. OxyContin® Total Buzz, Feb. 18- April 15, 2012
500
450
400
350
300
250
200
150
100
50
0
Tweet Volume Facebook Posts Google Plus Total Buzz

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