The voice of the patient Social Media Research for the Healthcare industry

1. 1© GfK Belgium | The Voice of the Patient | Febelmar
The Voice of the Patient
Social Media Research for the Healthcare industry
GfK Belgium, Febelmar, 2 February 2017

2. 2© GfK Belgium | The Voice of the Patient | Febelmar
We don’t need
no education
... but there’s
thought control

3. 3© GfK Belgium | The Voice of the Patient | Febelmar

4. 4© GfK Belgium | The Voice of the Patient | Febelmar
If we would
listen to you,
but only on
Social Media
... what would
we miss?

5. 5© GfK Belgium | The Voice of the Patient | Febelmar
To seduce
most anyone
ASK FOR and
LISTEN TO his
opinion
Malcolm Forbes

6. 6© GfK Belgium | The Voice of the Patient | Febelmar
Reinforcing the brand’s presence in the diabetes
market by offering new products & services
Business case

7. 7© GfK Belgium | The Voice of the Patient | Febelmar
?
?
Identify and quantify where the diabetic
consumer suffers from to develop a new
product offer
Which of these pains and
inconveniences should be used for
marketing-communication purposes?
The diabetic
consumer
Crest and the Crest logo are registered trademarks of Proctor & Gamble
A strategic project where we used social
media analysis to identify burdens and
diabetic co-morbidities
!

8. 8© GfK Belgium | The Voice of the Patient | Febelmar
The Mobile Survey: ASKING
 Diary via a mobile app about
day-to-day problems
 Log each inconvenience you
experience in the moment
 Final survey to determine the
importance and memorability
of each inconvenience
The Social Media: LISTENING
 Tracking of Social Networks,
Forums, News site comments ...
 Which pains are driving (social)
conversations?
 Which inconveniences receive the
most attention and sympathy?

9. 9© GfK Belgium | The Voice of the Patient | Febelmar
Integrating mobile survey and social media data via
corresponding metrics to enrich, explain and predict KPIs
Theme &
Sentiment
Coding
WE ASK
Brand
Image
WE LISTEN
Relation-
ship
Signals
Brand
Relation-
ships
Action
Signal
Action
Signals
Purchase
Behavior

10. 10© GfK Belgium | The Voice of the Patient | Febelmar
Tracking and coding different public channels in 6 countries
(avg. 1500 posts / country)
DIABETES
Quality of
Life
OTC
Products
Monitoring
Devices
Financial
Aspects
Prescription
Drugs
Prevention/
Rehab
Complaints
…
 Foot
 Digestive
 Eyes
 Kidney &
Urinary
 Vitamin Needs
 Respiratory &
Smoking
 Sexual, genital
 Psychological
 Weight
 Cardio-Vascular
 Dental
 Joint Pain
 ...
Forum
Facebook Twitter Forums Blogs Pinterest Google+
Videos
YouTube
News …

11. 11© GfK Belgium | The Voice of the Patient | Febelmar
Topics
Companies
Patients
Main
Channels
Topics
Complaints
Who is driving
the conversation,
where?
ComplaintsMain
channels

12. 12© GfK Belgium | The Voice of the Patient | Febelmar
Which country
specific results did
we see?
(France)
Financial Aspects,
Prescription Drugs
OTC Products,
Monitoring Devices
Complaints related
to diabetics

13. 13© GfK Belgium | The Voice of the Patient | Febelmar
What are diabetics
talking about?
(USA)
7% 22%
12%
8%
Complaints
Almost 100% negative
sentiment
Cardiovascular
Kidney & urine
Foot problems

14. 14© GfK Belgium | The Voice of the Patient | Febelmar
What are diabetics
experiencing?
(mobile diary)
General pains,
sleep issues,
digestive problems
(almost) daily
Vision, dental and
foot problems
weekly

15. 15© GfK Belgium | The Voice of the Patient | Febelmar
The Mobile Survey: ASKING
 Complaints on mobile survey
 About 1/5 diabetic patients
reports cardio-vascular
problems; other issues are
reported to a higher extent
The Social Media: LISTENING
 Complaints on FB
 Cardio-vascular problems is
the complaint most talked
about in social conversations

16. 16© GfK Belgium | The Voice of the Patient | Febelmar
COMBINING SOCIAL
MEDIA AND MOBILE
RESEARCH
ENRICHED outcomes via
qualitative interpretation
of the comments
UNDERSTANDING which
topics are driving
conversation and brand
image
IN-THE-MOMENT
feedback on pains and
suffering from diabetes

17. 17© GfK Belgium | The Voice of the Patient | Febelmar
3 things we learned
from our “Voice of
the Patient” about
Social Media
Research
… it’s not,
for gen pop
Do not get trapped
in discussions on
representativity
Integration
is key
… to
overcome
descriptive
analysis
… to go
beyond buzz &
sentiment
Implement
qualitative
coding

18. 18© GfK Belgium | The Voice of the Patient | Febelmar
Questions?
GfK Belgium | Arnoud Nobelstraat 42, 3000 Leuven | T +32 16 74 24 24 | F +32 16 74 24 01 | info.be@gfk.com