Empirical Investigation of the Blog space: the Case of European Pharmaceuticals KGCM 2008

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1 Empirical Investigation of the Blog space: the Case of European Pharmaceuticals KGCM 2008 Emanuela TODEVA Faculty of Management & Law, University of Surrey, UK and Donka KESKINOVA Department of Sociology, Plovdiv University, Bulgaria ABSTRACT This paper provides the findings from a research project commissioned to assess the emerging body of information being published in web logs (blogs) in the field of European pharmaceuticals and European health care. The hypothesis behind this research was that the rise of blogs as a rich information source may provide a challenge to the traditionally held view of a key opinion leader could an anonymous blogger have as much influence over public debate as a recognised scientific expert? The results reveal that inspite of high volume of emerging blogs, only a small number are interlinked, and the emerging network configuration is a small core component and a large number of dyads, or short tails. The public opinion broadcasted in blogs shows differentiation related to specific health issues or pharmaceutical companies. Key words: blog analysis, European healthcare, pharmaceuticals INTRODUCTION AND KEY OBSERVATIONS OF THE BLOG-SPACE The literature on on-line communities is still attempting to clarify the nature of virtual communities and the boundaries that draw distinctions between communities of practice, and communities as distributed intelligence systems. There is an effort to draw a distinction between relational analysis and social network analysis (SNA) (Todeva, 2006), and between social interactions and on-line communications. There are many questions that need to be addressed both at theoretical and empirical level, and there are many disciplines that are currently researching the internet space. Blogs are seen both as a new publishing medium employed by and challenging the established mass media practices (Gamon, et.al., 2008) and as a personalised expression and relational technique enabling individuals to speak for themselves (Cardon, et.al., 2007) Blog analysis at present is known as a method for data mining, where the main question is to identify cascading behaviour and to find patterns, rules, clusters, or outliers in the WWW and to speculate on the potential spread of influence across blogs linked by referral URLs (Leskovec, et.al. 2007). New algorithms for page ranking are among the issues that have attracted scientific attention (Tseng, 2005, Esmaili, et.al. 2006, Kritikopoulos, et.al., 2007). Searching core social structures and cyber-communities on the web has led to a number of mapping results identifying homogeneous groups of blogs by topic (Dourisboure, et.al., 2007). More comprehensive analysis of blog content and behaviour has been offered in the context of specific issues, such as the political discourse around the American elections in 2004 (Adamic and Glance, 2005). We have chosen to work with the full population of relevant URLs over a fixed period of time (January-June 2007) and with a thematic selection of blogs (blogs that have made a reference to at least one of our key-words. Blog analysis has been associated with blog search and web-mining where the data comes in three main types: content (text, images, etc.), structure (hyperlinks), and usage (navigation, queries, page ranking, etc.), implying different techniques such as text, graph or sequence mining (www2007). We differentiated from these approaches by developing an alternative methodology for blog analysis that employed content and structure analysis simultaneously, in order to evaluate blog impact as emerging associations in a specified semantic field (European health care and European pharmaceuticals). Our approach to blog analysis has been informed mainly by social anthropology, communication theory, semiotics and organisation theory. We have adopted an agency approach to the internet where actors are either firms discussed in blogs, or critical health care issues, or the URL pages themselves. Our application of network analysis aims to reveal the underlying structure of associations between these actors and to map this part of the blog space that addresses the issues of European healthcare and European pharmaceuticals. Our interpretations of the results are limited to our observations and with some extensions towards a generalised view on interactions in online communities. The blog-space is a dynamic configuration of the internet with continuously changing entries and exits. The dynamics is exhibited by a discrepancy between registered new blogs (acknowledged as URL links) and available blogs (obtained from blog-servers). Our first observation suggests that there are no clear boundaries in the internet for new blog registrations, and hence the blogs population consist of a dynamic population of URLs. We also observed very little interaction and public response compared to the volume of text that is broadcasted in publicly accessible blogs. The majority of blog postings have not received any comments from the audience. If comments are posted, they often evolve in one thread that follows up upon one article and they are written within one to two days from the original post. There are many substantially different formats of blogs that are in use, and it seems that there is no dominant pattern of format emerging. Most blogs have options for enabling comments and other interactions, such as tagging or ing an article. However, their classification as blogs and/ or their selection by blog-search engines is often due to technical features such as meta-tags in the HMTL code of a web page. The majority of blogs in the area of European Pharmaceuticals and European Healthcare are technical and organisational experimentations and explorations that aim to broadcast information. There are two main types of blog-news - generalist news (blogs established by the main media with publications or specialised sections on healthcare and pharmaceuticals), and specialised news (blogs established as

2 specialised sources of information on medicine and healthcare). There are some community-type blogs that stir community interactions, and some personal blogs as individual attempts for expression of opinion. Almost all blogs have included in their registration entry a copyright claim. Many blogs use automated facilities for organizing and structuring the information, e.g. via time-based archiving of posts and tag-based aggregation. The main volume of blogs has emerged from the beginning of Multiple blog search-engines are available. They vary substantially in the results and ranking of the results that they retrieve from the world-wide-web. METHODOLOGY AND SELECTION CRITERIA For the purpose of this project we developed a comprehensive methodology for blog analysis which comprises of the following main steps: 1: Development of the selection criteria We conducted text analysis of the news on European healthcare and European pharmaceuticals broadcasted between January-June 2007, and identified the search-key-words ; grouping them in 6 distinctive groups (health, drugs, diseases, industry, regulation, region). 2: Selecting a blog-search engine From a range of blog search engines we selected Google blog ( 3: Search string We formulated search queries that combined positive and negative filters with Boolean operators such as AND and OR. The positive filter contained three components: - the scope of the research (pharmaceutical / healthcare) - geophysical relevance (Europe, UK / England, France, Germany, Spain) - one of the selected key words (we constrained the sample to the key-words with a name of a pharmaceutical company - Pfizer, GlaxoSmithKline, Sanofi Aventis, Novartis, Hoffmann La Roche, AstraZeneca, Johnson & Johnson, Merck & Co, Wyeth, Eli Lilly, Bayer, Lacer, Bristol Myers Squibb, Shire Pharmaceuticals, Chiron Corporation, Chugai, Takeda, Teva Pharmaceuticals, Ranbaxy). 4: Building of the databases For the purpose of this analysis we explored different methods of sampling the blogo-sphere. The final database was generated as a representative population for all available blogs that contain at least one keyword from our search criteria. We downloaded full blog details of all blog-pages that appeared obtainable. The automated reduction between visible blogs and obtainable was 75%) (table 1). 5: Cleaning of databases After filtering the majority of duplications by the search-engine itself, at the stage of collecting the details per blog and the preliminary analysis of the URL population (see point 6), we cleaned further the database. For this purpose we used observation techniques and formal techniques based on proprietary software for URL searches. The cleaning of the database passed through the following stages: cleaning of duplicate URL-pages; cleaning of empty-url-pages with size < 2 KB information; cleaning of shell URL-pages that contain dictionaries, jobannouncements, lists of URLs without text; and URL classifications, or adverts (see Table 1.) According to this procedure we built a database with the full population of blogs that corresponded to our selection criteria, containing 990 entries. Out of this population we identified 357 blogs (or 36%) as an interconnected core that contains shared blogs referring to more then one company (key word), and 633 blogs (or 64%) as periphery i.e. blogs related to only one company (key word) (observed as pendants on Net 1.). Table 1. Population size Total URLs Total available Total obtained - less duplicates & shells Unique pages : Internet count of key blog-indicators (primary analysis) We calculated four additional indicators per URL: size of URL in KB; Cross-reference between URLs in DB (as internal links); Cross-reference to other blogs (number of external links); and Number of occurrences of individual key-words per URL page. Some of these indicators were used for additional filtering of the data, and the final numbers were recorded after the cleaning process was completed. 7: Data analysis and mapping (secondary analysis) For the blog analysis we used network analysis techniques based on one-mode and two-mode graphs, where the nodes differ. For the network analysis we interpreted the relationships or links between: - pharmaceutical firms and URLs in database (Net 1, Net 2); - pharmaceutical firms and key-words grouped in three groups Health, Drugs, Disease (Net 3 for HEALTH); - relationships between URLs based on cross-reference between the pages (internal links between URLs in database) (Net 4); - interconnected key words in specific semantic fields (i.e. semantic blocks) (Net 5 for HEALTH). OVERVIEW OF RESULTS The results from the blog analysis are grouped in 5 main sections: mapping the blog-space of European healthcare and pharmaceuticals; mapping the key actors in this space; mapping of relationships between blogs; mapping of the topics on which blog-participants publish (semantic analysis of emerging associations); mapping of the impact. Mapping of the blog-space The first two maps show distribution of URL-pages and their association with a particular pharmaceutical company. Net 1 shows that Pfizer and Novartis are quite central to the selected field, and Pfizer, Bayer and Novartis exhibit unique profiles, as there are no other companies located in a close proximity to them. However, calculated centrality measures indicate that the companies with the most similar referral profiles are Pfizer (DC [Degree Cantrality]=638, GlaxoSmithKline (DC= 567), and Novartis (DC= 487). In addition, there are three subgroups of companies that share a significant number of URLpages. These are: Johnson & Johnson with Ranbaxy and Teva; Sanofi Aventis, Hoffmann La Roche, Merck & Co, and Bristol Myers Squibb; and GlaxoSmithKline with Takeda, Eli Lily, Shire, AstraZeneca, and Wyeth. The strongest connections between firms and URL-pages are exhibited in Net 2, where we observe four blogs as the most central to this field Pharmalot, Impactivity blog, Canada s shame, and Rx blog. Mapping of the key actors The key actors in our analysis were the pharmaceutical companies selected for the research. The mapping of key actors included analysis of the relationships between these companies and the key-words that represent the semantic field of European pharmaceuticals and European health care grouped as Health, Drugs, Disease, and Regulation.

3 Net 3 identifies how individual pharmaceutical companies are located in emerging semantic field that corresponds with European pharmaceuticals and health care. We have used normalised value to counteract the size effect where all firms are equal irrespective of the volume of blogs in which they have been referred to. In Net 3 Astrazeneca, Merck & Co, and Takeda appear most central to the debates surrounding healthcare issues, including medicine, diagnostics and public health issues. Pfizer is mostly associated with generic categories such as healthcare, healthcare system, and health policy. Eli Lily appears as an isolate in this map, which means that it has no preferential associations with any particular issues related to healthcare, but exhibits equal presence in discussions of all health issues. This can be interpreted as broad and/or indiscriminate impact. Net 1. All ties between companies and page/url Net 2. More then 5 ties between companies and URL-pages (del pendants)

4 Net 3. Companies vs. key words in block A. HEALTH (normalised value) Net 4. Ties between URL-pages based of internal links node-size is equivalent to the size of the blog (KB) Mapping of relationships between blogs All blogs and URL-pages in our database are interconnected as they all represent one common semantic field drawn by the use of key-words from the selection criteria. However, some of them are more connected than others as they show awareness of each other and send links to each other. From the map on Net 4 we can conclude that the blogo-sphere in our field is very fragmented. There are only occasional links (crossreference) between URL-pages forming a large number of dyads and short tails. There is only one small group of URLpages in the centre linked to a blog called Garbage Garbage, where interconnectedness emerges. This core component however is fairly small.

5 Mapping of the impact There are different ways for evaluating the impact. One of the established methods is evaluation of the centrality of blogs and URL-pages (i.e. how central and interconnected is each URLpage from a blog (Net 4). However, this analysis reveals very limited impact as blogs are disconnected informing only their specific audiences, where the audiences do not seem aware of other blog-audiences, i.e. make no reference to other blogs. The number of dyadic links shows that there are only occasional links between blocks and URL-pages, but each blog entry exists mainly by itself. Net 5. Interconnected key words in the semantic field of block A: HEALTH Mapping of the topics on which blog-participants publish We present here only one area selected for our semantic analysis issues related to health. Net 5 describes the leading threads in this semantic field. Dominant concepts are health, healthcare and medicine. The latter is further associated in discussions with patients, healthcare trusts, hospitals, diagnostics, European healthcare, and healthcare business. This thread is quite dispersed which suggests loose connections. There is a densely interconnected graph that has emerged around the core issues of public health, health services, healthcare system, and health policy. This core has a periphery, among which are inpatients, out-patients and private hospitals. The interpretation of the dense component suggests that these issues form a homogeneous semantic field of inter-related issues covered in the blog content. CONCLUSIONS & MANAGERIAL IMPLICATIONS The blog analysis revealed that the interactive public space for information retrieval via blogs and web2 technology is rapidly growing. Most of the technologies that support the registration and search of blogs are still at their developmental stages, and major changes or domination of particular technologies are quite possible. We have developed an original methodology for searching the blog-space, for building databases with registered URL-pages, for in-depth analysis of the blog-content, blog-structure, as well as mapping the relationships between key actors in this public space. For the purpose of our comprehensive analysis we used two frameworks: one included the entire semantic field of European pharmaceuticals and European healthcare; and the other the leading 19 pharmaceutical firms. All pharmaceutical companies included in our search have a presence in the blog-space with exception of Lacer. Large firms attract a lot more attention, and the reference to Pfizer is dominant (279 URL-pages for the period up to July 2007), followed by GlaxoSmithKline (205 URL-pages), Novartis (194), Bayer (159), Sanofi Aventis (156), Eli Lilly (146) and the rest. The mapping of the entire blog-space for European pharmaceuticals and European healthcare has an interconnected core of 36% of all URL-pages and a large periphery of URLpages related to a single pharmaceutical company. 31% of the URL-pages (or 86 URL-pages) refer only to Pfizer and no other pharmaceutical firm from our selection. Although Pfizer appears to occupy a space fairly at a distance from other pharmaceutical firms, it is also connected to Johnson & Johnson, Merck & Co, and Takeda, particularly on issues related to healthcare, healthcare system, and health policy. In addition, Pfizer appears to be strongly connected to blogs such as: Pharmalot, Pharmasia News, RxBlog, Talk: Med, Canada s shame, Computer Monkey, Forward in reverse, and Google-Sina Medical Health among others. Although Pfizer is a dominant actor in terms of volume of blogs in which it appears in reference, however, it does not appear to have a distinctive profile. It appears rather generalist in the semantic fields of DRUGS, HEALTH, and DISEASE. This is in contrast to some other pharmaceutical companies that appear closely associated with a particular treatment area and health issues. The relationships between URL-pages in the blog-space are still rare. One of the blogs that has created fairly dense internal and external links is Garbage-garbage.

6 The analysis of the semantic fields of HEALTH and DISEASE reveal emerging threads of inter-related issues, as well as semantic distances, such as: close proximity between medicine, patients and healthcare trust on one hand, and private hospitals, medical tourism, and healthcare system on another. Disease areas such as metabolic, gastrointestinal and respiratory appear quite interconnected and central to the public discussion. Large pharmaceutical companies appear to have a broader impact on the blog-space dominating articles and publications, while small firms appear most often in the shadow of another large pharmaceutical firm. In this context Pfizer s associations with Teva Pharmaceutical, or Wyeth is visible. The volume of URL-pages that discuss issues related to European Pharmaceuticals and European healthcare has grown significantly particularly during the first 7 months of this year. This is a dynamic public space where new stories appear continuously, shifting the attention to specific issues. Monitoring of this space is essential in order to track major shifts in public opinion. There are two major players in the blog-space. One is generalist news, where information on healthcare and pharmaceutical issues appears. The other is specialist medical and healthcare news with more in-depth information on disease areas and methods of treatment. Both players attract fairly similar public attention in terms of comments and interactions, which is still very low (within 1-2 days only after the publication). The majority of blogs have some association with private organisations that manage the blogs, which suggests that serious and long-lasting blogs will exhibit the influence of some organisational agendas. Due to the high volume of entries in the blog-space, research is recommended on a narrow set of categories to demarcate a narrow semantic space for blog search and for analysis. Our choice of the 19 pharmaceutical companies is a successful strategy, as it can draw clear boundaries for the population of URL-pages in the database. The four semantic blocks that were identified in our search (DRUGS, DISEASE, INDUSTRY, and INSTITUTIONS) require independent in-depth research. Representative research on each semantic blog will reveal in-depth associations, meaning and values that underpin discussions in each semantic blog. Such results will have a direct use in marketing and public relations. Instead of classifying blogs (McGlohon, et.al., 2007), we have attempted to reveal association between blogs on the basis of internal citation and referencing, and on the basis of commonality of interests (addressing the same semantic category in our research field). ACKNOWLEDGEMENTS Special thanks to David Parry, Chris Shilling, Hristo Karapchanski and Jana Diesner for their individual help in this project, which included sponsorship, intellectual stimulation and technical assistance. REFERENCES Adamic, L., Glance, N. (2005) The Political Blogosphere and the 2004 U.S. Election: Divided They Blog, XIVth International World Wide Web Conference, May 10-14, 2005, Chiba, Japan. Cardon, D., Delaunay-Teterel, H., Fluckiger, C., Prieur, C. (2007) Sociological Typology of Personal Blogs, ICWSM 2007, International Conference on Weblogs & Social Media, Boulder, Colorado, US. Dourisboure, Y., Geraci, F., Pellegrini, M. (2007) Extraction and Classification of Dense Communities in the Web, XVIth International World Wide Web Conference, May 8-112, 2007, Banff, Alberta, Canada. Esmaili, K., Jamali, M., Neshati, M., Abolhassani, H. and Soltan- Zadeh, Y. Experiments on Persian Weblogs, XVth International World Wide Web Conference, May , 2006, Edinburgh, UK. Gamon, M., Basu, S., Belenko, D., Fisher, D., Hurst, M., Konig, A. (2008) BLEWS: Using Blogs to Provide Context for News Articles, Association for the Advancement of Artificial Intelligence. Kritikopoulos, A., Sideri, M., Varlamis, I. (2007) Blogrank: Ranking on the blogosphere, ICWSM 2007, International Conference on Weblogs & Social Media, Boulder, Colorado, USA Leskovec, J., McGlohon, M., Faloutsos, C., Glance, N., & Hurst, M.. (2007) Cascading Behavior in Large Blog Graphs. SIAM Data Mining 2007 McGlohon, M., Leskovec, J., Faloutsos, C., Hurst, M., Glance, N. (2007) Finding Patterns in Blog Shapes and Blog Evolution, ICWSM 2007, International Conference on Weblogs & Social Media, Boulder, Colorado, US. Tseng, B., Tatemura, J., Wu, Y. (2005) Tomographic Clustering To Visualize Blog Communities as Mountain Views, XIVth International World Wide Web Conference, May 10-14, 2005, Chiba, Japan. www2007, An Introduction to Web Mining The unique methodology that we used enables us to retrieve information on blogs that enable blog ranking according to their importance in a selected semantic field. Our maps represent contextual graphs that describe location of URL pages, semantic categories, or firms in context. These maps can be used as guidelines in expertise seeking, or finding patterns in blogs evolution.

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