SM-AMR: Using Social Media Analytics in the Fight Against AMR

Conducting multilingual sentiment analysis on citizen-driven social media data from Nigeria and Pakistan to reveal health-seeking behaviors on AMR and sub-standard and falsified (SF) antibiotics in human and animal health. Utilizing advanced AI and domain-specific methods to guide targeted interventions combating antimicrobial resistance (AMR) by addressing SF antimicrobials.

Dr. Ismail Odetokun is the team lead and co-led by Dr. Makshoor Mohsin. Other members are Dr. Ayesha Farooq, Dr. Muinah Fowora, Dr. Joseph Awotunde, Ahmed Olanrewaju, and Hinan Niazi.

This solution addresses the urgent global challenge of AMR, exacerbated by the proliferation of SF antibiotics in human and animal health. Valued at up to $200 billion by the World Customs Organization, the SF sector's profits fund transnational crime and terrorism, worsening AMR. Globally, antibiotics represent 28% of counterfeit medications, with LMICs experiencing particularly high rates. In Africa and Asia, SF antibiotics, notably β-lactams and amoxicillin, comprise 50% of counterfeit antimicrobials, resulting in nearly 500,000 deaths annually in sub-Saharan Africa, including 169,271 from SF antibiotics treating childhood pneumonia. Limited access to quality healthcare and regulatory oversight in countries like Nigeria and Pakistan exacerbates SF drug circulation, posing significant public health risks. Despite evidence of high antimicrobial use (AMU) and AMR rates, data on AMU patterns, health-seeking behaviors, and SF drugs at the community level in LMICs is scarce, hindering targeted resource allocation. Understanding health-seeking behaviors and detecting SF antimicrobials are vital in combating AMR and managing infectious diseases effectively. Leveraging citizen-driven data (CDD) analytics via social media provides a novel means of gathering real-time insights into antibiotic quality issues and promoting responsible health-seeking behaviors actively involving citizens to generate actionable evidence for interventions, strengthen regulatory mechanisms, and mitigate AMR's impact.

The target audience to be helped by this solution includes individuals in the human and animal health sectors in Nigeria and Pakistan who face challenges related to accessing quality antibiotics and combating AMR. These individuals, including all citizens, drug vendors, pharmacists, medical doctors, veterinarians, regulators, patients, livestock farmers, drug distributors, sales representatives, patent medicine stores, community-based animal health workers, drug inspectors, and veterinary and medical associations, will be supported by providing them with a platform to voice their experiences and concerns regarding SF antimicrobials and health-seeking behaviors. 

To understand their needs, we will engage in extensive social media monitoring and analysis, tracking discussions and mentions related to AMU and healthcare-seeking practices. 

Furthermore, stakeholders will be consulted through surveys, focus groups, interviews, and community engagements to gather insights into their experiences and preferences. 

As the solution is developed, the target audience will be actively engaged through participatory design approaches, where their feedback and input will shape the design and functionality of the platform. This collaborative process will ensure that our solution is user-centered and effectively addresses the needs and concerns of the target audience, ultimately empowering them to contribute to public health surveillance and AMR control efforts.

Our solution will catalyze the advancement of a major global health outcome (AMR control) and promote the common good by addressing the critical public health issue in a transparent, inclusive, and equitable manner, particularly as it affects human and animal health. 

More than 200 million citizens of Nigeria and Pakistan will benefit from this solution. Our solution provides a public good by enhancing global efforts to combat AMR and control SF antibiotics within the human and animal health communities of both countries. The issue of SF medication has no boundaries, pulling together social media and CDD analytics, we will contribute valuable insights and knowledge to the public health community, facilitating evidence-based interventions and policy decisions across countries. 

The drug regulatory bodies of both countries will serve their citizens better through improved pharmacovigilance activities. 

Our open-access platform will enable researchers, policymakers, medical and veterinary healthcare providers, antibiotic users, regulators, and community members to access and utilize data on health-seeking behaviors and instances of SF antimicrobials, empowering them to address AMR-related challenges effectively. 

Furthermore, our participatory approach will foster collaboration and knowledge sharing across diverse stakeholders, promoting a collective response to AMR that transcends geographic boundaries and socioeconomic disparities.

Our solution is expected to create a tangible impact by empowering communities, key stakeholders in the human and animal health sectors, and policymakers to combat AMR through the fight against SF antimicrobials.

By developing a platform for citizen reporting and engagement, we will enable individuals, including low-income earners, to contribute valuable insights and data on health-seeking behaviors and instances of SF drugs while pushing more poor citizens out of poverty. This participatory approach will foster a sense of ownership, belonging, and responsibility among all citizens, irrespective of their socioeconomic dispositions, leading to increased awareness and vigilance regarding antibiotic quality issues. 

Also, the animal health division, which is underserved and appears neglected compared to the human health sector, will experience appreciable growth in AMR and SF antimicrobial control. 

Furthermore, the data collected and analyzed through our solution can inform evidence-based interventions and policy decisions, ultimately leading to improved healthcare outcomes and a reduced prevalence of AMR. As a result, our solution has the potential to benefit underserved and vulnerable populations of LMICs disproportionately affected by medication quality issues, ensuring equitable access to safe and effective healthcare services.

Next year, we plan to scale our impact by expanding our solution to additional communities and other LMICs, leveraging partnerships with local healthcare and veterinary organizations, government agencies, international networks, and non-profit organizations. 

We will:

1. prioritize refining our platform based on feedback from pilot deployments and user testing, enhancing its usability and effectiveness.

2. invest in capacity-building and training initiatives to empower local stakeholders to utilize the platform effectively. 

3. utilize digital marketing strategies and social media campaigns to raise awareness about AMR and SF drugs, reach a wider audience, and encourage behavior change.

Over the next three years, we will further scale our impact. Building upon our achievements in Nigeria and Pakistan, we will drive the promotion and scalability to other LMICs across Africa and Asia. This entails expanding our collaborative networks and stakeholders, lobbying for policy reforms to bolster our endeavors, and disseminating best practices and lessons learned to inform global initiatives combating AMR and SF antibiotics. 

We aim to catalyze a paradigm shift in public health practices and contribute to the long-term sustainability of our solution to control AMR. 

After the expiration of TTC grant, we will scale globally and integrate with existing public health systems.

To measure success against our impact goals, we will employ a multi-faceted monitoring and evaluation strategy. 

Key indicators will include:

1. the number of reported cases of suspected SF antimicrobials
2. adverse health events related to AMU
3. user engagement metrics such as active users and reporting frequency
4. geographical coverage of our platform
5. the quality and reliability of reported cases
6. and the impact of our solution on policy decisions and public health interventions. 

During our pilot deployments, we will closely monitor these indicators to assess the effectiveness and feasibility of our solution in both countries. Initial results are expected to show promising user engagement and a significant number of reported cases, indicating the potential effectiveness of our solution in addressing issues of SF antimicrobials. 

Moving forward, we will continue to track these indicators and refine our monitoring and evaluation approach to ensure that we are effectively measuring our impact against our goals.

One barrier we may encounter in the next year and the next three years is the lack of financial resources to scale our solution effectively, so we are applying for TTC AMR grant. 

Expanding our platform to additional communities and LMICs requires funding for technology development, capacity building, and operational costs. To overcome this barrier, we plan to pursue TTC funding opportunities on AMR.

Another potential barrier is regulatory and policy challenges related to data privacy and security in the countries involved. To address this, we will work closely with regulatory authorities and legal experts to ensure compliance with relevant laws and regulations. 

Furthermore, we will engage with policymakers and advocacy groups to advocate for supportive policies that facilitate the implementation and scaling of our solution. 

We are applying to TTC because it offers a unique chance to interact with a wide range of stakeholders and gain access to resources that will help accelerate the effect of our approach to reducing AMR. TTC's network of partners and experience in global health concerns are well aligned with our goals for addressing AMR through CDD analytics. TTC, in particular, will assist us in overcoming obstacles such as limited access to finance for technology development and expanding our service to new areas and other LMICs. By participating in TTC call, we will take full advantage of its financial opportunities, mentorship, and connections to boost our efforts to improve our platform, broaden our reach, and engage with key stakeholders. 

We will collaborate with Legal & General to resolve potential barrier arising from regulatory and policy challenges we might face.

TTC's emphasis on cross-sector collaboration and data-driven innovation is consistent with our comprehensive strategy for combating AMR via CDD analytics of SF drugs. Through collaboration with TTC, we will speed up the adoption and impact of our solution, ultimately contributing to worldwide efforts to address AMR and enhance public health.

We would like to work with organizations that specialize in public health, technological development, data analytics, and community involvement to launch, accelerate, and scale our solution. 

Partnerships with global health organizations such as the World Health Organization (WHO), Food and Agricultural Organization (FAO), World Organization for Animal Health (WOAH), and the Centers for Disease Control and Prevention (CDC) will bring vital experience and networks to help our solution be more effective and reach more people. 

Collaboration and understanding with technology companies in this project, such as Google, Facebook, and Twitter, will ensure smooth service to help us develop and improve our platform. 

Also, we want to benefit from the insights, experience, resources, and support of mPedigree, jhpiego, GSK, and Reckitt Benckiser to implement our solution while enhancing the project's reach and impact. 

Furthermore, collaborations with local healthcare providers, veterinary organizations, and community-based organizations in target regions would help to accelerate the implementation and adoption of our solution at the grassroots level, ensuring that it addresses the specific needs and challenges of AMR-affected communities. These agreements will allow us to harness varied viewpoints, resources, and experiences to optimize our solution's impact in addressing AMR and improving public health globally.