Using NLP to Analyze Social Media Data for Pharmaceutical Companies

A framework for vaccine misinformation detection

In 2019, the WHO included vaccine hesitancy as one of the top ten public health threats. The rapid growth of social media as an information channel has facilitated rapid spread of mis- and disinformation on vaccines that has contributed to negative public sentiments on vaccination.

Melax is leveraging its rich experiences in semantic modeling, natural language processing and visualization to construct an enterprise real-world data system. The work is being done in partnership with a major pharmaceutical company (47.9 billion revenue at 2020) to develop a machine learning-based, interactive tool for monitoring and analyzing health-related discussions from three major social media platforms in real-time; Twitter, Reddit, and YouTube. Results of these insights will be reported on a visualization dashboard to provide 1) the ability to filter by social media sources; 2) visualization of the temporal and geographic trend of sentiment; 3) known types of health mis- and dis-information, 4) ability to compare sentiment using statistical analyses and visualization. Anticipated uses of this data include providing sentiment analysis to public health professionals, and communications and marketing professionals within the company. This provides health professionals with tools to intervene to the extent possible using health communication models and frameworks.