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This was my 5 minute Lightening Talk at the Sentiments Analysis Symposium in NYC, April 13th #sas10
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Sentiment Analysisin Pharma
Sally Church, Ph.D
Understanding about how people feel abouttheir treatment and disease is critical
• PR tools give a big picture from media hits, but are lessuseful for more granular analysis.
• Current buzz metric tools are useful for relative marketshare of noise, but not for deep analysis.
• Traditional qualitative market research has limitations inhuman analysis.
• Quantitative analysis for market segmentation isexpensive and usually based on physician rather thanpatient sentiments.
• Rise of science, patient bloggers and social media as animportant mediums for evaluating sentiments means weneed new and better tools.
What is the basis of our approach?
• The underlying philosophy of the Leximancersystem is that meaning must be emergent fromtext and therefore not biased by external pre-definition.
• This has resulted in a methodology involvingidentification of a Thesaurus of supportingdefining terms being 'bootstrapped' to an originalemergent seed-word, to form a Concept entity.
• It is a fully-automated discovery process usingthe original text corpus.
Analysis can be from private recordedinterviews or public information on internet
Control panels allow a deeper analyticalframework to be applied by our analysts
Using a Thesaurus of words, +ve or -veassociations can be established
The tool groups together word associationsto build a Concept Map
You can also drill down to specifics to look atassociations more carefully
Unfavourablethemeshowingsymptomsand sideeffects
We are now working with Pharma clientsusing the tool in a number of different ways
Market Research:• Qualitative interviews• Segmentation• Unmet medical needs
Sentiments can be:• Therapies• Diseases• Companies• Physicians or Patients
PR and Advocacy:• Media Monitoring• Issues Management• Social Media Outreach
Icarus Consultants, IncO: 201 204 9210T: 201 780 2778