OBJECTIVES: This study aimed to harness the power of social media listening (SML) to gain insights on patients’ journey in early breast cancer (eBC) in Italy.

METHODS: A comprehensive search was conducted on social media platforms (Twitter/X, Blogs, Forums, Facebook community groups, Instagram, and YouTube) from December 2021 to November 2023, using relevant keywords of ‘breast cancer’ both in Italian and English language. Data collection from public posts was performed using Sprinklr, an online SML tool. Natural language processing and manual screening were employed to preprocess and analyze the data. Irrelevant data and duplicates were removed by filtering using exclusion keywords. Data from news portals, media, and publications were also excluded. The posts were categorized based on first person conversation such as patients, caregivers, healthcare professionals (HCPs), and unidentified persons. Thematic analysis was conducted to identify common themes, sentiments, and patterns related to eBC diagnosis, treatment, and patient experiences.

RESULTS: A total of 530 posts were relevant for eBC patients. Patients used forums and blogs primarily to discuss topics such as coping with drug side effects and impact of the disease on overall well-being. Twitter/X was used more by the HCPs to raise disease awareness highlighting the risk factors and shared updates on research/clinical trials. Facebook community pages had plethora of patient conversations seeking advices from peers and sharing their experiences for disease management. Instagram was used for raising awareness through expert interviews on topics such as mental well-being. Local patient support groups shared patient testimonials on YouTube highlighting aspects such as delayed diagnosis, multiple diagnostic tests.

CONCLUSIONS: SML as a research methodology provided a unique opportunity for deeper understanding of experiences and concerns of patients with eBC, their caregivers, and HCPs. The findings will empower HCPs and researchers for enabling more patient-centric care and improved health outcomes.