Sentiment Analysis on Twitter: Role of Healthcare Professionals in the Global Conversation during the AstraZeneca Vaccine Suspension.

The vaccines against COVID-19 arrived in Spain at the end of 2020 along with vaccination campaigns which were not free of controversy. The debate was fueled by the adverse effects following the administration of the AstraZeneca-Oxford (AZ) vaccine in some European countries, eventually leading to its temporary suspension as a precautionary measure. In the present study, we analyze the healthcare professionals' conversations, sentiment, polarity, and intensity on social media during two periods in 2021: the one closest to the suspension of the AZ vaccine and the same time frame 30 days later. We also analyzed whether there were differences between Spain and the rest of the world. Results: The negative sentiment ratio was higher (U = 87; p = 0.048) in Spain in March (Med = 0.396), as well as the daily intensity (U = 86; p = 0.044; Med = 0.440). The opposite happened with polarity (U = 86; p = 0.044), which was higher in the rest of the world (Med = -0.264). Conclusions: There was a general increase in messages and interactions between March and April. In Spain, there was a higher incidence of negative messages and intensity compared to the rest of the world during the March period that disappeared in April. Finally, it was found that the dissemination of messages linked to negative emotions towards vaccines against COVID-19 from healthcare professionals contributed to a negative approach to primary prevention campaigns in the middle of the pandemic.

Healthcare Professionals' Role in Social Media Public Health Campaigns: Analysis of Spanish Pro Vaccination Campaign on Twitter.

The COVID-19 pandemic has generated a great impact worldwide both on the population health but also on an economic and social level. In this health emergency, a key element has been and still is the need for information, which has become a daily concern for many people. Social media represent powerful tools for searching and gathering health-related information, thus becoming a new place where health authorities need to be present to disseminate information of preventive measures like vaccines against COVID-19, as well as try to block information against these public health measures. The main goal of this study was to analyze the role that healthcare professionals have in Twitter to support the campaign of public institutions on vaccination against COVID-19. To address this study, an analysis of the messages sent on Twitter containing the hashtag #yomevacuno, between 12 December 2020 was developed using the NodeXL software (Social Media Research Foundation, Redwood, CA, USA), focusing on content analysis of tweets and users' accounts to identify healthcare professionals. The results show that healthcare professionals represent only 11.38% of users, being responsible for 6.35% of impressions generated by the network #yomevacuno. We can observe that traffic information generated by healthcare professionals is not significant in comparison with institutions (p = 0.633), but it is compared to common users (p = 0.0014). The most active healthcare professionals were pharmacists (40.17%), nurses (27.17%), and physicians (12.14%). Their activity (90.43% of messages) was mainly focused on sharing messages generated by other users' accounts. From original content generated by healthcare professionals, only 78.95% had a favorable storytelling on the vaccine, but without sharing information about vaccines or vaccination. As a conclusion for this study, the participation of healthcare professionals in the dissemination and generation of information within the #yomevacuno communication strategy, led by the Spanish Ministry of Health, has been scarce. We emphasize the need to enhance communication skills in social networks to support public health campaigns through these increasingly important social media.