ER1 – Hospital pharmacists driving evidence-based versus influencer-based medicine

Link to EAHP Statements
Section 1 – Introductory Statements and Governance: Statements – 1.4, 1.7
Section 4 – Clinical Pharmacy: Statements – 4.1, 4.7
Section 5 – Patient Safety and Quality Assurance: Statements – 5.4, 5.5, 5.9
Section 6 – Education and Research: Statement Statements – 6.4

Abstract
In the rapidly evolving landscape of hospital and clinical pharmacy, the intersection of artificial intelligence (AI), patient engagement platforms, and the influence of social media has opened new avenues for discovery, patient understanding, and ethical considerations. This seminar will explore the dynamic interplay between these elements and highlight their implications for hospital pharmacy.
Social media should be considered both a valuable source of information for the hospital pharmacist, especially when dedicated to real-world research, and a very powerful vehicle of communicating with patients.
Knowing how to navigate this mine of publicly available information opens up the possibility for the hospital pharmacist involved in research to observe ongoing phenomena in a large part of the population and to intercept potentially dangerous trends.
One pivotal theme to be addressed is the application of AI in social networks for the detection of Adverse Drug Events (ADEs). Leveraging advanced algorithms and machine learning, hospital pharmacists are increasingly utilizing social media platforms to mine valuable insights into patient experiences with medications. The integration of AI not only expedites the identification of ADEs but also enhances the ability to proactively address potential medication-related issues, contributing to improved patient safety. From this point of view, access to the direct opinions and experiences of patients represents an added value of immeasurable value that requires the knowledge of a healthcare professional to interpret correctly.
Indeed, the risk of misuse of social media is linked to the rapid spread of potentially unverified information that has not been communicated by a professional. The boundary between informative content and promotional material blurs as influencers, often with substantial follower bases, endorse medications for uses not approved by regulatory authorities.
This seminar delves into the ethical considerations surrounding such endorsements, exploring the impact on patient perceptions, adherence, and the responsibilities of hospital pharmacists in mitigating potential risks.

Learning objectives

After the session, the participant should be able to:

• Understand the importance of effective social media communication as a health professional.
• Identify the research potential of social media data.
• Discuss the key ethical considerations related to the disclosure and collection of patient health information through social media.

Educational need addressed
This seminar presents the potential of social media for hospital pharmacists, both in terms of monitoring and in terms of patient education and communication.

Keywords
Communication, Medication Safety, Pharmacovigilance, Big Data, Digital Health.